The Food Institute Blog

The Food Institute Blog

Coca-Cola Treads Carefully As Soda Loses Fizz
Posted on March 23, 2015 by Bryan Wassel

While consumer tastes seem to be shifting away from soda and toward healthier beverages, Coca-Cola Co.'s CEO Muhtar Kent believes the company's best course of action is simply selling more cola. The company's plans include earmarking an additional $1 billion for advertising spending through 2016, and overhauling its U.S. distribution network with hopes of returning the company to high single-digit growth in 2016, reported The Wall Street Journal.

The company's devotion to the soda market, where 70% of its sales come from, is also reflected in its acquisition strategy. Rather than buy out smaller companies wholesale, Coke has been pursuing significant but minority stakes in growing companies such as Keurig and Monster, using its existing resources to slowly and carefully expand into areas such as coffee and energy drinks.

Part of the reason for this slow expansion is belief in the company's existing portfolio, which includes 20 billion-dollar brands, 14 of which are still beverages, Minute Maid and Dasani. The company still has the right ingredients to "grow rapidly," according to Kent.


About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.


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