On last.fm: Listen Free: Radiohead's In Rainbow

BNET Industries

Food Industry

Industry news and insights by Dan Mitchell

Submit your own

Coke’s Moves Away From Corn Bear Fruit

April 16th, 2008 @ 3:17 pm

0 Comments

Tags: Coca-Cola Co., Beverage, Corn, Coke, Food & Beverage, Sales Strategy, Manufacturing, Sales, Dan Mitchell

The combination of rising commodities prices and the weak economy is putting a lot of food and beverage companies in a bad position. But there are exceptions, and Coca-Cola Co. is one of them. The company on Wednesday reported first-quarter results that substantially exceeded expectations. It helps that three-quarters of Coke’s sales come from overseas markets.

It also helps that Coke has aggressively moved into non-carbonated drinks. Worldwide sales of soda rose a relatively anemic 3 percent. Sales of non-carbonated drinks soared by 17 percent.

Coke is a huge buyer of corn (in the form of high fructose corn syrup), one of the commodities that have seen the biggest price gains. While that has put a dent in the company’s domestic profits, the weak dollar has helped it greatly in foreign markets, particularly in Mexico, China, and India. Unit sales in those countries rose in the quarter by 10 or 11 percent each.

The push into non-carbonated beverages like juice, tea, and bottled water makes Coke that much less dependent on corn. And it puts it into markets – both domestically and globally – where demand is burgeoning. That push has helped it particularly in Mexico, where total unit sales rose 11 percent in the quarter, helped in large part by its acquisition in November of juice-maker Jugos del Valle.

Revenues in the United States were flat – hurt by a decline of 4 percent in fountain and foodservice sales. This is where Coke is really playing it smart. Rather than simply cut prices, it plans to use its profits to increase its marketing, largely of non-carbonated drinks – what the industry calls “still beverages.”

In a conference call with analysts Wednesday morning, Muhtar Kent, Coke’s president and chief operating officer, noted that the Coke is “the fastest-growing still beverage company in North America and our still beverage portfolio is outperforming the industry.”

If the company can build on that growth, the only real weak spot left would be declining or flat domestic sales, and rising costs, of its core products – corn-fed soft drinks.

Talkback Share your ideas and expertise on this topic Add your Opinion

Subscribe to this discussion via Email or RSS

  • suerdieck05/30/08 Report as spam
    1

    Sweet way out for Coke

    Why doesn't Coke do us all a favor and dump the high fructose corn sweetner and go back to CANE SUGAR so a Coca Cola would taste the way it did for 80+years!!!

What do you think?
The following tags are supported in BNET comments: <b></b> <i></i> <u></u> <pre></pre>
You are currently a guest | Login?

Trackbacks

The URI to TrackBack this entry is: http://industry.bnet.com/food/2008/04/16/cokes-moves-away-from-corn-bear-fruit/trackback/

No trackbacks yet.

Top Companies
*Figures represent the most recent fiscal year.
advertisement
Recommended Business Articles
BNET Industry Analyst Profiles
Blogger Thumbnail

Dan Mitchell

Dan Mitchell has spent the past 20 years writing and editing for newspapers, magazines, and Web publications. Currently, he writes the What's Online column for the Saturday business section of the New York Times. He has also written for the Chicago Tribune, the Minneapolis Star-Tribune, National Public Radio, Business 2.0, and Wired. more »

AboutFood Industry

BNET Food provides daily industry news coverage and insights for managers and executives, focusing on the major companies in the food and beverage sector, from manufacturers to retailers. In addition to detailed company profiles, we bring you critical analysis on new alliances and partnerships, new products, mergers and acquisitions, labor and cost management, investments and deal flow, and a host of other important business issues.

advertisement