For over 50 years – from 1886 to 1940 – The Coca-Cola Company produced and sold only one beverage: Coca-Cola. Today it offers over 500 brands globally as it evolves and adapts to meet consumers’ needs.
So when CEO James Quincey first shared his vision for The Coca-ColaCompany to become a ‘total beverage company’ at CAGNY last year, he stated the reason plainly:
“The Coca-Cola Company has grown to be bigger than brand Coca-Cola. The brand Coca-Cola will always be the heart and soul of The Coca-Cola Company, but the company has outgrown its core brand. The company needs to be bigger than our core brand.”
Becoming a total beverage company means Coca-Cola is focused on offering the types of beverages that meet consumers’ changing demands. Telling consumers what they should drink won’t work, insteadCoca-Cola is listening to consumers and identifying beverages that can play a role in every part of their day.
“The Coca-Cola Company has grown to be bigger than brand Coca-Cola. The brand Coca-Cola will always be the heart and soul of The Coca-ColaCompany, but the company has outgrown its core brand. The company needs to be bigger than our core brand.”
fairlife and Beyond: Coca-Cola Canada’s Road to Becoming a "Total Beverage Company"
“Since we committed to our new vision to be a total beverage company, Coca-Cola Canada has grown its portfolio significantly,” said Shane Grant, president of Coca-Cola Ltd. “We’ve launched an unprecedented number of new products into the Canadian market over the last 18 months including smaller packages and new brands such as Gold Peak, smartwater sparkling, glacéau fruitwater, vitaminwater active, Peace Tea, and Powerade Zero. And our momentum is still building.”
Today marked a major milestone on this journey towards becoming a total beverage company with the arrival of fairlife ultrafiltered, lactose free milk in Canada!
With 50% more protein and 50% less sugar than traditional milk, Coca-Cola Canada is confident that fairlife products will meet the needs of many Canadians looking for beverages with more functional ingredients or simply a new high-quality dairy option.
Not only that, but experience shows that 40% of sales volume for fairlifehas come from people who have stopped drinking milk and come back to the category, which benefits the whole Canadian dairy industry.
“The exciting part of transforming the business is that we will never reach a point where we’ve satisfied every demand,” shared Grant. “We will keep listening, keep innovating, keep growing our business and keep improving. Because the world is always changing, and so will we.”
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