Coca-Cola to launch ‘beauty-enhancing’ drink

Coca-Cola and French drug firm Sanofi have revealed plans to introduce a new drink in France which purports to improve the aesthetic health and wellbeing of consumers.

Named after Sanofi’s beauty nutrition brand, Beautific Oenobiols is claimed to strengthen hair and nails, improve skin, aid weight loss and enhance vitality. The range of four drinks made from mineral water, fruit juice and nutrition additives will be sold in French pharmacies from this autumn before being released in other European countries.

Some media reports have interpreted the launch as an attempt by Coca-Cola to deflect recent criticism linking its flagship brand to a rising global obesity epidemic and to strengthen its position in the $13 billion functional food market.

In recent years, Sanofi has attempted to develop its over-the-counter pharmacy products. The firm acquired vitamin and beauty company Oenobiol in 2009 and bought shampoo and skin care products manufacturer Chattem Inc in the same year.

The firm also announced plans to make 900 staff in France redundant last year and has said that it will consider all option for its infectious disease laboratory in Toulouse.

Coca-Cola and Sanofi both declined to comment