The Coca-Cola Company this week said its fourth-quarter revenue increased 2% from the previous year, reaching $11.8 billion, short of Wall Street’s forecast of $12.05 billion. The company also reported for the full year 2025 that revenue grew 2% year over year.

The beverage company said it aims to speed up innovation, as packaged food companies around the world race to keep pace with shifting preferences for low-sugar products and the boom in weight-loss drugs, Reuters wrote in a report.

“We need to get closer to the consumer and improve our speed to market," Chief Operating Officer and incoming CEO Henrique Braun, who is set to take over the company at the end of March, said on a post-earnings call. “While we have made some progress with our overall success rates over the past several years, our innovation today is not where it needs to be.”

As it innovates, Coca-Cola has no plans to shake up its pricing strategy, the company said, as it is marketing a range of products at different prices and sizes to respond to financially stretched consumers.

“There’s no big reset out there,” said Chief Executive Officer James Quincey in an interview with WSJ. “We can make bottles and cans in all sorts of different sizes. Part of the range is in affordability and an entry price point.”

Last fall, Coca-Cola rolled out its mini 7.5 oz single-serve cans, priced at less than $2 in U.S. convenience stores, in an effort to target lower-income consumers and attract more people to try the product, Reuters noted.

Quincey said on the conference call that Coca-Cola aims to have brands and products that people want to buy with their disposable income. “We think the impact will be manageable,” he told WSJ.

During the third quarter of 2025, Coca-Cola said its zero-sugar drinks and Fairlife beverages in the United States continued to see high demand, while Coca-Cola Zero Sugar saw unit case volumes up 14% globally, while Diet Coke and Coca-Cola Light sales grew 2%.