The CEO of Coca-Cola, James Quincey has been promoting this plan of attack since the time he was the COO of the company. The plan of attack involves making Coca-Cola as a complete beverage company in order to increase the growth of the company globally. The name Coke would not be abandoned but there would be a focus in broadening the portfolio in a manner which has been unprecedented since the company was founded in the year 1892.
This had meant that Coke under the leadership of Quincy has shifted its focus on the consumers who want the taste of the beverage but do not want sugar. Mini cans for the full calorie drink have been introduced for those who want sugar but in moderation. It has also meant the signing off on a launch in 2020 in the United States of an energy drink which has been branded by coke which is taking aim at the market which is surging. The drink has already debuted in Europe in 25 countries.
Further it has also meant that the company pulled the trigger on the acquisition of Costa Coffee worth $5.1 billion in the year 2018. .
The CEO however has been reluctant in getting into the CBD beverage sector which is unproven as of now and the snacks in order to compete with the Frito Lay division of its rival PepsiCo. The total beverage company cry by the CEO has been something the investors have embraced at large.
The efforts of the company to cater to the growing demands of the consumers have been showing favorable results in the quarterly results of the company which had been reported this Friday.
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