FMCG firm Hamdard Laboratories, which makes the RoohAfza drink, has entered into a strategic partnership with coffee chain Barista to attract the millennial generation. After some invigorating sensorial experiments, Barista has curated two exciting cold beverages, RoohAfza Shakerato and Masaaala RoohAfza. The new drinks would be served at around 100 Barista stores with a focus on RoohAfza affinity markets, and the potential to attract newer consumers based on their demographics. The two new beverages offer a completely new consumer experience; creating a surprising, unexpected twist. The coffee fusion drink Roohafza Shakerato, nicely blends coffee made from 100 per cent Arabica beans and the established flavour of Roohafza. The Masaaala Roohafza is yet another innovative drink that takes you down the tangy route with shikanji masala, mint leaves, lemon and ice. The endeavor is a part of the transformational phase that Hamdard is currently in. One of the key focus areas is to establish a connect for Roohafza with the millennials of today, and be available to them in the formats and environment they hang out in.