The coronavirus pandemic puts the world’s most influential companies to the test, and Coca-Cola is ahead of it to not lose performance. From the end of the year several products of the popular brand will be withdrawn from the market.
Coca-Cola does not have only the well-known drink that refreshes half the world every day. Their product selection is diverse, but not all are equally profitable. That is why the firm has decided to bet on the most competitive and with “greater growth potential” and leave behind the “low performers.”
“We are daring to think differently about our brands to accelerate our transformation to a total beverage company. It is not about limiting ourselves to a specific number of product offerings under our brands. The goal is to generate impact and growth,” he said. explained Cath Coetzer, Coca-Cola’s president of innovation and marketing operations, in a statement.
It should be noted that the company ensures that it already had plans to optimize its product offering before that surprised him the pandemic, but those responsible for it have chosen to respond to the repeated supply problems and demand changes that this has caused with this optimization.
The beverages affected by the new decision and, therefore, will leave the market, are Tab (the first diet soft drink produced by Coca-Cola), ZICO coconut water, Coca-Cola Life, Diet Coke Feisty Cherry, juices and smoothies of Odwalla and Northern Neck Ginger Ale and Delaware Punch drinks, the latter sold in some US states. Foreign products Vegitabeta (from Japan) and Kuat (from Brazil) are also excluded.