anilla is certainly the strongest flavour of the season. After the excitement generated by Vanilla Coke, Rasna seems to be keen on cashing in on the momentum, with the launch of Vanilla Cola Cola.

Rasna, which has to its credit approximately 90 per cent of the Rs 300-crore soft drink concentrate market (The Brand Reporter, May 1-15), launched a slew of new products like Juc-up and Utsav and Shake-Up (in the milk additives category) late last year. Available in handy sachets, these concentrates give value for money at 50 paise per serving, and unlike other Rasna drinks, don�t require additional sugar (one reason why Rasna powder concentrates could keep their prices so low). ... more