In Brief

New CocaCola chairman and chief executive, Neville Isdell, has told investors Coke wants to make up for lost time on the bottled water and low-carb trends, and it's willing to...

New CocaCola chairman and chief executive, Neville Isdell, has told investors Coke wants to make up for lost time on the bottled water and low-carb trends, and it’s willing to lose money in the short term to re-establish itself. "The emerging consumer trends in health and wellness were missed," Isdell said.

Emerging trend? Emerging? Trend? PSFK is a bit dumbfounded. Whilst we acknowledge that there is a cultural shift around ‘health and wellness’ – for CERTAIN demographics – offering water and low carb versions of existing drinks is not a strategy: it’s jumping on a band-wagon, it’s following a fad.

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