Coca-Cola Sabotaged Dozens of Its Small Brands, New Report Claims | WHAT REALLY HAPPENED X-Frame-Options: SAMEORIGIN

Coca-Cola Sabotaged Dozens of Its Small Brands, New Report Claims

Coca-Cola Sabotaged Dozens of Its Small Brands, New Report Claims
Former employees say Odwalla, Zico coconut water, and others were set up to fail against big Coke brands.

By 2007, The Coca-Cola Company responded to this with the creation of a new corporate initiative, its Venturing & Emerging Brands team. This team was essentially tasked with scouting out small but well-established beverage companies—think Honest Tea, Vitaminwater, and Odwalla smoothies and juice—and acquiring them to fold them into The Coca-Cola Company portfolio

Along with the news that they're already slashing a newly launched drink from their lineup, it seems The Coca-Cola Company has been in the throes of an ongoing identity crisis. According to five former Coca-Cola employees who agreed to participate in an exclusive report, 20 years of Coke's attempts to diversify away from soda were only half-hearted—as smaller Coke-acquired brands like Odwalla and Vitaminwater were apparently set up to "fail fast when necessary" and never received the focus some insiders feel these brands deserved.

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