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Coca-Cola’s R&D Machine Hopes To Keep Up With Fast-Changing Consumer Tastes

July 25, 2010: 10:33 AM EST
Determined to stay abreast of rapidly changing consumer preferences, Coca-Cola Co. has its R&D machine running at full tilt, not only developing new beverages with exotic flavors, textures and healthy ingredients, but also environmentally-friendly beverage containers using plant-derived plastics. Its Venturing and Emerging Brands (VEB) unit is focusing on six carefully-guarded product categories, any one of which could produce the next billion-dollar brand. The company is also exploring the use of natural sweeteners, colors and preservatives in beverages that will also contain functional ingredients such as omega-3 fatty acids and antioxidants. On the environmental front, its new recyclable bottles are partially made of a material derived from sugar cane. By 2020 the company hopes its bottles will be made 100 percent from plant-based material.
Martinne Geller, "Coca-Cola taps new drink textures, functions", Reuters, July 25, 2010, © Thomson Reuters
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