Chunky Coke? Coca-Cola Taps New Drink Textures

Company executives say they are trying to identify the next huge brand and are experimenting with new beverage formulations that may move beyond liquids.

July 27, 2010

ATLANTA - In an effort to stay ahead of consumers' changing tastes, scientists at Coca-Cola are working on beverages with new textures, The Economic Times reports.

Company executives said they are trying to identify the next huge brand and are experimenting with new formulations that may even move the company beyond liquids.

"The thing that I get excited about is product forms and sensory experiences continuing to change," said Mary-Ann Somers, vice president of marketing for Coke's Venturing and Emerging Brands (VEB). "Functionality will continue to evolve, but how it's delivered and how you experience a liquid beverage continues to change."

When asked to give an example of unusual drinks currently on the market, Somers mentioned chunky aloe vera drinks and spicy drinks like Lychee Wasabi and Pomegranate Black Pepper.

Thirteen of Coke's brands generate more than one billion dollars in annual sales each, and VEB, formed three-and-a-half years ago, is seeking to add to that number.

Acting like a venture capital firm, Coke's VEB division is investing in independent brands, such as Honest Tea and Zico coconut water, while also developing its own drinks, like a carbonated dairy drink called Vio. Additionally, the company foresees selling products that aren't necessarily liquids, like powders.
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