Coca-Cola Plans To Retire Weaker Selling Drinks To Revamp Portfolio

Coca-Cola Company will be making adjustments to its portfolio by removing some of the weaker performing beverages.

Per the beverage company, the realignment will stop manufacturing Coca-Cola Life, Diet Coke Feisty Cherry, the TaB diet sodas and ZICO coconut water. In terms of regional market drinks, Northern Neck Ginger Ale, Delaware Punch, Japan’s Vegibeta, and Brazil’s Kuat will also be put to rest.

We’re challenging ourselves to think differently about our brands to accelerate our transformation to a total beverage company. This isn’t about paring down to a specific number of product offerings under our brands. The objective is to drive impact and growth. It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources, and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio.

Catch Coetzer, Head of Innovation and Marketing Operations

In addition to making portfolio changes, Coca-Cola is looking into its bottling and packaging in order to further enhance business efficiency. “We’re prioritizing bets that have scale potential across beverage categories, consumer need states and drinking occasions,” Coetzer added. “Because scale is the algorithm that truly drives growth.”

via: hypebeast


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