NEW YORK—The Coca-Cola Company will yank half of its beverage brands off shelves, discontinuing 200 drinks, CNN Business reports. Among the cancelled brands are Coca-Cola Life, Diet Coke Fiesty Cherry, Delaware Punch, Northern Neck Ginger Ale, Odwalla, Tab and Zico.
“It’s about continuing to follow the consumer and being very intentional in deciding which of our brands are most deserving of our investments and resources, and also taking the tough but important steps to identify those products that are losing relevance and therefore should exit the portfolio,” said Cath Coetzer, head of marketing for The Coca-Cola Company, said in a WTOP-FM report.
By jettisoning underperforming drinks, the company will have more time to focus on the profitable beverages, such as core products like Coke Zero Sugar and newcomers caffeinated seltzer AHA and Topo Chico hard seltzer.
“Throughout this year's crisis, our system has remained focused on its beverages for life strategy. We are accelerating our transformation that was already underway, shaping our company to recover faster than the broader economic recovery,” said James Quincey, chairman and CEO of The Coca-Cola Company, in a press release about the company’s third-quarter earnings. “While many challenges still lie ahead, our progress in the quarter gives me confidence we are on the right path.”
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