Soda powerhouse, Coca-Cola, is targeting to boost soft drink consumption in the United Kingdom in an unexpected way. The soft drink corporation wants consumers to swap their morning coffee or tea for soda!
Coca-Cola Enterprises Inc. released a report, just last week, which recognizes numerous ways they can increase sales over the next 5 years in the European region. One of these categories, which is entitled “Complete the Meal” states that breakfast is often referred to as the most important meal of the day. About a quarter of all drinks that are consumed in the U.K. are done so before 10am.
The report clearly states that its attempts are to simulate soft drinks like smoothies, juices, and other on-the-go products. This report was released at the same time that soda consumption has been on the decline in the U.S. – among concerns that soda fuels weight gain. So, to address those concerns Coca-Cola began airing advertisements and commercials that explains their fight against obesity.
The Coca-Cola report, “See The Opportunity”, also states that there is no soda in the U.K. designed as “relaxation” drinks, as there are in Japan and the U.S. Drinks containing melatonin are expected to exceed 300 million liters on consumption in the U.S. by 2014.
Other ways that that Coca-Cola intends on increasing sales is making their products available at pick-me-up at work places, as well as “right” places for teens at places like the movie theaters. In contrast, the “Daytime At Home” category in the report is mainly unused for the soda industry, with water and hot drinks being the most commonly consumed beverages at home.