Coca-Cola innovation labs test dirty sodas, refreshers
Coca-Cola is expanding its beverage innovation labs to develop customizable drinks like 'dirty sodas' and refreshers to meet changing consumer preferences. The company aims to capture Gen Z interest by offering unique, personalized drink experiences in food service settings.
Why it matters
As consumer spending habits shift, beverage customization has become a key strategy for brands to maintain relevance and drive profit margins in the food service industry.
ATLANTA — Coca-Cola is branching out into new customizable drinks and trend-driven equipment as consumers — and food service operators — increasingly want more options.
Tucked away in an anonymous office park not far from its global headquarters here, Coke has been working on a flood of innovation at its secretive labs, including a way for its Freestyle drink dispensers to make dirty sodas, which combine pop with flavored syrups, cream or other ingredients. In partnership with AMC Theatres , it is testing a Micro Matic dispenser that can make brightly colored refreshers. And Coke has more white-label beverage options on the way, like an energy drink that can be customized by color and flavor.
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