BrandArena: Coca-Cola Announces Plan to Discontinue 200 Drink Brands

Friday 30 October 2020

Coca-Cola Announces Plan to Discontinue 200 Drink Brands

One of the biggest players in the global drinks industry, Coca-Cola has announced plans to discontinue production of half its current beverage portfolio.

The Coca-Cola Company will retire select underperforming products by Dec. 31 – including TaB diet soda and ZICO coconut water in the United States – as part of a global portfolio refresh prioritizing category-leading brands with the greatest potential for growth and scale.

Other outgoing products in the U.S. include those under Odwalla (announced in July), Coca-Cola Life and Diet Coke Feisty Cherry, as well as regional offerings like Northern Neck Ginger Ale and Delaware Punch.

In a press release issued by the beverage giant, Coke’s global head of innovation and marketing operations, Cath Coetzer, said: “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,” she said, “and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio.”

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