Coca-Cola markets craft product with limited supply chain transparency

Coca-Cola is hoping to capitalise on the growing craft soft drink market in the US…...

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Coca-Cola is hoping to capitalise on the growing craft soft drink market in the US with two new “locally sourced” variations on its iconic cola brand.

Coca-Cola Georgia Peach and Coca-Cola California Raspberry were launched across the United States this week, as the latest additions to the company’s full-sugar product range. The business hopes to build on the success of the Mexican-made Coca-Cola that it began importing into the US in 2006.

Coca-Cola Innovation Senior Brand Manager Lillian Norton said the brand was responding to the growing demand from millennials for new flavours alongside local sourcing and supply chain transparency.

“They want clear ingredient information and they’re seeking out more local products,” she said. “They’re shopping local, and eating local. So we wanted people to experience some unique local flavours no matter where they live in the United States.”

Coca-Cola, which has its headquarters in Atlanta, Georgia, stated online that its Georgia Peach drink is made with peach flavouring sourced from fruit grown in Georgia. The company will be highlighting its regional procurement in its marketing campaign, which will involve local artists creating work inspired by the flavours of the product.

Street artist Greg Mike will paint a wall mural close to Atlanta’s Ponce City Market, while installation artist Trish Anderson will be hand-tufting a mural partly inspired by the carpets made in her hometown of Dalton, Georgia. The finished piece will be displayed at the Savannah College of Art & Design in Savannah, Georgia.

Coca-Cola declined to reveal any further details of ingredient sourcing beyond naming the state of origin.

The company’s research and development team explored over thirty different flavours with almost 9,500 test consumers before settling on the two new flavours, which are the first new Coca-Cola flavours since Coca-Cola Vanilla in 2002.

“We let the consumer lead us to these flavours through several rounds of research,” said Norton. “Peach and raspberry floated to the top.”

Steve Trainor

Steve has over 28 years of success as CPO, MD and Procurement BPO leader in a range of industries. Steve is COO at Odesma, responsible for Odesma’s delivery capability & infrastructure.

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