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Product Range of Coca Cola -
May 18th, 2011
The Coca-Cola Company (NYSE: KO) is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day.
The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.
We aim to anticipate and identify consumer preferences for ideal products, and to provide them in packaging at the right time and place, at prices that are affordable.
We fulfil our mission through:
innovation of new products
creative adaptation of existing beverages
revolutionising packaging and presentation
The product range is being constantly broadened by bringing new vitality to the iconic carbonated beverage brands, Coca-Cola, Fanta and Sprite, reflecting the changing trends and lifestyles of consumers.
At the same time, an increasing variety of non-carbonated drinks – including waters, teas, coffees, juices, and sports and energy products – are being developed to meet the desires of growing numbers of people.
Significantly, more products are being adapted or specifically created to expand our wellness segment. This enables selective consumers to choose from a wider selection of tasty, tantalising refreshments.
To present our products attractively and conveniently, we develop containers and packaging using the most hygienic and energy-efficient materials, while designing shapes and sizes with appealing and informative graphics.
Our intention is to offer the most comprehensive range of non-alcohol beverages possible, while making them available:
at affordable prices
at convenient locations
wherever and whenever our consumers desire them
beverages, of which 485 are non-carbonated varieties.
A balanced product offering
We are constantly expanding the range of brands and flavours offered to our customers and consumers across growing non-alcoholic beverage categories, in response to new preferences and tastes.
In broadening our product portfolio of brands, we are offering our consumers more choices than ever. At the end of 2010, our still and water beverages accounted for approximately 36 per cent of our total volume.
With more than 30 water brands in our portfolio, we focus on generating value through the ‘on-the-go’ or immediate consumption occasion.
Expanding consumer choice with innovation
It is important that we are present in every consumption occasion, with the right brand, in the most appropriate package and across each sales channel. This commitment is being rewarded with a growing demand for our brands across all beverage categories.
We pride ourselves on thinking ‘outside the bottle’ and consider new ways to broaden our beverage brand portfolio through brand and packaging innovation.
Nutritional labelling information
In 2007 we began introducing new labels in our European Union (EU) member states to help consumers understand the calorific content of beverages.
Guideline daily amount (GDA) labels provide at-a-glance information on the calories in a beverage, along with the sugar, fat, saturated fat and salt content.
These are reported per serving and as a proportion of a healthy diet, the most important piece of information needed to control weight. Additionally, no- and low-calorie beverages are clearly labelled on front-of-pack, so that consumers can identify them more easily.
New packaging solutions
We continue to introduce a range of new packaging solutions to broaden our brands offering to consumers and address the trend towards increased convenience.
We steadily expand the availability of our ultra-light glass bottle for our sparkling products, which ultimately results in a 33 per cent reduction in glass used in bottles.
Sparkling beverages, such as the brands Coca-Cola, Fanta, Sprite and Coca-Cola Light (or known as diet Coke in some countries), are part of our traditional range of refreshment products.
They comprise an important and expanding category of drinks, which offer consumers an enjoyable and satisfying solution to maintain good hydration levels, which are essential for physical and mental well-being.
The ‘sparkle' in soft drinks is gained through a carbonation method that duplicates the natural processes that produce the same ‘bubbly’ effect in some mineral and spring waters.
The method involves the introduction of various ingredients, including carbon dioxide (CO2). The CO2 is a harmless, odourless and colourless gas, which is present in the atmosphere and gives beverages a tangy taste and an invigorating drink sensation.
We offer consumers a broad choice between sugared, ‘low sugar’ and ‘sugar-free’ sparkling beverages, in an increasingly diverse range of packaging designed to match today’s diverse lifestyles.
For example, we have introduced flavour extensions for our top-selling brands such as Fanta and Sprite.New line extentions such as Coke Zero with its full cola taste and nil-calorie content have been launched in a number of countries.
The enjoyment of our sparkling beverage brands continues to endure as people across all of our territories seek interesting, flavour-filled choices for their refreshment and daily intake of liquids to help maintain their overall health.
Still beverages are drinks that have not been carbonated. The range we produce covers an increasing variety in many tastes and flavours.
Ready-to-drink teas are an increasingly popular beverage group in our range of still beverages, and in recent years their appeal has broadened as an increasingly preferred option. Nestea is available across most of our markets in a variety of flavours including Lemon, Peach, Blackcurrant and Fruits of the Forest.
Consumer demand for more choice and variety within the tea category has led to the introduction of Nestea Vitao. Nestea Vitao is a range of green, red and white teas with all the natural goodness of tea combined with delicious fruit flavours to help improve the overall wellbeing.
A number of varieties have been launched in many countries, including Green Tea Citrus, Green Tea Strawberry/Aloe Vera, Red Tea and White Tea.
Fruit juices and fruit drinks provide consumers with vitamins and nutrition as well as the liquid needed to maintain good levels of hydration, necessary to sustain a healthy, well-balanced life.
We offer a range of fruit and fruit-based drinks in a variety of flavours and convenient packages, which enable people to choose, depending on whatever their individual preferences are.
The range of fruit drinks can be categorised as:
fruit juice, a juice obtained by simple pressing of the fruit, with vitamin content restored if lost during processing
fruit juice from concentrate, obtained by evaporating most of the water contained in the initial juice and then replacing it during the bottling process
fruit nectar, a juice or a juice pulp to which water and varying amounts of sugar (depending on the fruit involved) are added
fruit drinks, which are soft drinks that contain variable quantities of fruit juice, as well as water and sugar or sweeteners. On average, these have a fruit juice content of between 5 per cent and 12 per cent.
A nutritious way of maintaining good hydration levels
One glass of 100% fruit juice provides the equivalent of one of the five portions of fruit and vegetables nutritionists recommend for daily consumption. The fruit juice contains only the sugars, which are naturally present in the fruit and is an important source of vitamins, most notably vitamin C.
Our portfolio of juice brands and flavours has evolved in recent years. Today we offer consumers a broad range of traditional fruit flavours, some of which have been enriched with additional vitamins to meet the ever increasing consumer demand related to health and wellness.
Packaging processes, such as aseptic filling lines, and top-quality containers retain the freshness and nutritional values of the products, providing consumers with guarantee of goodness, usually without artificial preservatives.
Designed for adults, energy drinks provide an energy boost before going out for the evening, or during a busy day or simply when one is feeling tired.
Energy drinks usually contain the following main ingredients:
Sugar, a source of energy
Caffeine, a mild stimulant in combination with sugar, it is known as being particularly energising and invigorating
Taurine, glucuronolactone and inositol (depending on the local adaptation)
A 250ml can of Burn energy drink, which has light carbonation contains:
36g of sugar (compared to 26.5g in Coca-Cola)
80mg of caffeine, which is more than 3 times higher than in Coca-Cola
Powerade provides a range of drinks, which ensure an adequate hydration level and contain carbohydrates and mineral salts to replace those lost during sport or other physical activity.
During intense physical exercise three elements are essential: water, carbohydrates and minerals. A good combination of these three elements provides energy and ensures adequate hydration.
Sports drinks have been designed to provide:
-Water: for proper re-hydration. The body loses water during physical exercise in order to regulate body temperature and prevent it from rising
-Carbohydrates: during physical activity carbohydrates (or sugars) are the main fuel used by our body. Sports drinks contain an appropriate amount of carbohydrates to provide energy for muscular activity.
-Mineral salts: (particularly sodium) to enhance the absorption of water and carbohydrates and to compensate for the loss of sodium caused by perspiration.
It’s important that sports drinks are pleasant tasting in order to encourage their consumption and ultimately hydration.
Sports drinks have been specially designed to ensure proper hydration and provide carbohydrates and mineral salts needed to help people achieve their best performance.
In 2008 we launched the first three ready-to-drink (RTD) iced products in ten of our markets: illy Caffe, illy Cappuccino and illy Latte Macchiato.
The launch followed the signing of a three way joint venture agreement between Coca-Cola Hellenic, Italy’s producer of premium coffees, illycaffč SpA and The Coca-Cola Company. The coffees initially became available in six test markets and, by the end of 2008 we had rollouts in ten of the Coca-Cola Hellenic 28 markets.
The illy branded ready to drink coffees, which are exclusive to the Coca-Cola System, are being offered in stylish sleek, silver slimline cans that feature fresh coffee themed graphics of the ‘Italian espresso experience’.
As the illy coffees continue to grow in popularity it is intended that the flavour range will be expanded, and like all drinks we offer, they will become readily available wherever and whenever discerning consumers seek them.
Plans are in progress to begin the rollout of the premium illy RTD coffee brands across more Coca-Cola Hellenic territories.
New Amita summer flavours in Italy
Two new, summery flavours of Amita are introduced to the Italian market only for the summer months of 2009. The new, limited edition, flavours are kiwi and lime & mango with passion fruit.
Following the Italian launch of Amita in 2008, it has been a year full of success for Coca-Cola HBC Italia’s newest juice.
The success of the newly launched brand is a result of the high quality level of the product and the wide range of flavours it offers.
Cappy Lemon & Nada launch in Poland
In May 2009, Coca-Cola HBC Poland introduced Cappy Lemon & Nada to the Polish market. This new product, designed as an extension of the Cappy brand, uses a simple preservative free formula, which quenches thirst through is exquisite refreshing taste.
The product is available in Classic lemon and Lemon & Cardamom, which are on offer in 1L slim cartons and 330 ml PET bottles.
Lemon & Nada is aimed at people who cherish moments of entertainment and relaxation and as such, the product packaging has been designed with illustrations, which evoke good humour.
Water is vital to the health of all humans. We offer a range of water brands, which provide consumers with additional choice when selecting safe, appealing ways to obtain refreshment and the hydration necessary to lead a healthy, well-balanced life.
The water category of our product portfolio includes:
natural mineral water, which is sourced from underground springs, which are pure and do not require treatments
spring water sourced from natural springs, which may have varying levels of mineral content
processed water, which is subjected to filtering and purification treatments before being bottled
All of our waters are produced in full EU compliance or local compliance, where EU regulations are not applicable.
Over recent years, we have been active in the acquisition of a number of leading natural mineral water brands. At the same time, we have been broadening the range of flavours and tastes of water products to further extend consumer options, particularly in the health and wellness category.
Among the more than 30 different water brands available through our system, we have introduced waters flavoured with fruits, berries and herbal extracts, and supplemented with vitamins. Waters have also been enlivened with varying degrees of carbonation.
Our range is intended to provide everyone with the opportunity to choose high quality, pleasantly-flavoured varieties that suit their lifestyles while contributing to their wellness.
New 'NaturAqua Emotion' mineral water flavours in Hungary
The NaturAqua Emotion flavoured water in Hungary launched two exciting new flavours at the beginning of July: Mango with Guave and Rhubarb with Mint.
The new water flavours are mildly carbonated, in order to boost the flavour experience and add refreshment to the product. The products come in unique green packaging with colour coded caps, in 0.5 L PET and 1 L PET.
The two new water flavours contain 15 calories per 100 ml.
The product range of Coca-Cola includes:
caffeine free Coca-Cola,
caffeine free diet Coke,
diet Coke with lemon
diet Vanilla Coke,
diet Cherry Coke,
Fanta brand soft drinks,