Coke bets on drinks without sugar and with natural ingredients

With the speech of the "consumer in the center of the strategy", Coca-Cola is turning. In the face of increasing siege to sugar and artificial inputs, the global giant is expanding your portfolio of products with appeal of healthiness in the country, ranging from yogurt with 100% natural ingredients to ' soda ' with just fruit, sparkling water and aroma natural. "Coca-Cola wants to be a beverage company for all consumers. We will offer what they demand, "says the Director of new company business in Brazil, Pedro Massa. According to him, from much research the company is developing products to meet the growing demand for healthier foods and drinks. "Our brands deliver it" guarantees. One of the main novelties of the Coca-Cola Brazil in this segment is the brand of carbonated Yas. The proposal is a "soda" that contains only fruit, sparkling water and natural aroma, without added sugar. "In the face of growing demand for natural products, the company understands that is part of your paper to diversify your portfolio options. The company wants develop this category of carbonated drinks, which has great potential for growth through innovation ", says the Director of innovation for Coca-Cola Brazil, Renato Shiratsu.Com price positioning varies between R $3.99 and R $4.99, bottle of Yas have the flavours Apple & black tea, Orange, passion fruit and grape &. "The distribution is a great fortress for Coca-Cola. We can democratize these products also with a range of important production ", says mass, adding that the company serves about 1 million of sales points. Second Shiratsu, Yas is manufactured in co process (outsourcing). "This measure reduces the time for launching new drinks without the need of installing new production lines while we're still ' testing ' acceptance of the product," he explains. "Passed the testing phase of market and consumer acceptance, in medium and long term the Yas should be incorporated into the Coca-Cola Brazil system." Through the Green Seal field, acquired in 2016, Coca-Cola wants to grow in the dairy segment, including special versions without lactose and whey protein. The mark received a contribution of $50 million R to change their processes and transform the portfolio. "We will ensure that there will be no dyes, artificial flavors and preservatives in our formula. We will work so that the supply chain also fits the parameters of our processes, "says the CEO of Green Field, Alessandro Rios. According to him, the brand has about 50% shares in chilled dairy. "We are practically synonymous with category". The contribution in the new project includes 200 certification traceable and sustainable farms, 100% free of antibiotics. "The Green field is the first company to be certified dairy farms in the country. In addition to milk to be of the highest quality, we also animal welfare and employee social. " He says that the company has decided to reward him, in cash, the farms that meet the requirements of the project. "This production is more expensive, but we're going to absorb 100% of the cost increase without licensing them to the final consumer. We believe that this will generate larger volumes of sales and dilute fixed costs. Until that occurs, we will afford the account. " Other bets Coca-Cola came recently in the coconut water business, by Mark Del Valle. The company informs that the new products have no added preservatives. In addition, executives are plant milks option under the Ades, geared mainly to the public vegan. He also stresses that Shiratsu Coca-Cola is to accompany the new market trends. "We're designing for it. We just opened an Innovation Center in Rio de Janeiro, for research and development of new products for Latin America ", he ponders.