HOME  |  DOWNLOAD REPORT  |  DATA SUMMARY  |  CONTACT US  |  SITE MAP  
Product Portfolio/Balanced and Active Lifestyle Overview
Understanding Our Product Portfolio Challenges
Our Product Portfolio Strategy
Providing Choice
A Selection of New 2009 Products
Nutritional Labeling
School Beverage Guidelines Implementation
Responsible Sales and Marketing
Supporting Balanced and Active Lifestyles
Partnerships and Public Policy


Product Quiz

Providing Choice

In addition to sparkling beverages, our product range today includes a wide variety of waters, juices and juice drinks, sports drinks, energy drinks, and ready-to-drink teas. We are growing our portfolio to meet consumers’ wants and address their needs by offering products that provide energy boosts, are fortified with vitamins, or offer hydration.

Product Portfolio by Volume
– click IMAGE to enlarge –
We seek to offer a beverage for every occasion and consumer preference. While sparkling soft drinks have a place in a balanced and active lifestyle, we recognize that consumers have a wider range of beverage needs.

We have dramatically expanded our beverage portfolio through innovation, reformulation, acquisition, and new distribution agreements to cater to these new demands and to increase the functional benefits of the drinks we produce. For example, in North America, drinks with low or no calories made up 33 percent of our portfolio offerings in 2009, a three-point increase from 2006. In Europe, our low- or no-calorie sparkling options made up 25 percent of portfolio offerings. (Portfolio offerings or stock keeping units [SKUs] represent the different products and packages in our portfolio. This measure differs from volume, as reported in the "Product Portfolio by Volume" charts.) In North America, fortified beverages (those with added vitamins, minerals, or nutrients) increased from 22 percent of our portfolio offerings in 2006 to 34 percent in 2009. In Europe the picture is similar, with the percentage of our fortified portfolio offerings rising from 7 percent in 2005 to 15 percent in 2009.

Innovation and Reformulation
We are also increasing our use of natural ingredients. Recent additions to our portfolio, such as the glacéau and FUZE brands, are naturally flavored and free of artificial colors and preservatives. Other beverages are being reformulated to meet consumer demands.

“Giving Customers More Choice”
In 2010 in the United States, we will introduce vitaminwater zero, a zero-calorie version of our popular vitaminwater brand. In Canada, we will launch vitaminwater10, which will contain the natural low-calorie sweetener Truvia and only 10 calories per serving. Truvia is the brand name for the Stevia-based sweetener used in our products. We will also launch a reformulated Fanta product line, made with 100-percent natural flavors, in North America. In Europe, we have reformulated Fanta Still by using Truvia, so that it now contains 30 percent less sugar and no artificial flavors or colors. In early 2010, this was introduced in France as the first European beverage to contain Truvia. France is also the first market worldwide to sell caffeine-free Coke Zero, launched in early 2010.

Acquisitions and Distribution Agreements
As the largest bottler and distributor of Coca-Cola products in the world, most of our portfolio consists of brands owned by The Coca-Cola Company, including Coca-Cola, Fanta, Sprite and Dasani, glacéau’s vitaminwater and smartwater, and Minute Maid juices. However, in rare circumstances, we can diversify our portfolio by distributing other companies’ brands.

In 2009, we began partnering with Ocean Spray in France and Great Britain to distribute their range of cranberry-based juice drinks. We also extended our agreements to include the distribution of Capri Sun juice and juice drinks in Belgium and the Netherlands, as well as Schweppes and Dr Pepper in the Netherlands.

We have pre-established agreements to distribute additional brands. For example, we work with The Campbell’s Soup Company to distribute their V8® range of fruit and vegetable juice and juice drinks in the United States and Canada. We distribute Monster energy drinks in North America and Europe, and Peace Tea and Honest Tea in the United States. We also distribute Evian and Dr Pepper in certain North American markets. Additionally, we have individual European country agreements, such as those to distribute Fernandes in the Netherlands and the Appletiser range of 100-percent sparkling juices in Great Britain.

New Package Sizes
A Selection of Coca-Cola Package Sizes 500 Milliliters (mL) and Under
– click IMAGE to enlarge –
Another way we provide choice for consumers and help them manage their calorie intake is to offer smaller-sized packages. In 2009, we introduced a new 90-calorie mini sleek can in the United States, replacing our previous 100-calorie (8-ounce) can. The new package contains 7.5 ounces, compared to a regular 12-ounce can. We converted all of our production lines from December 2009 to February 2010 in order to offer many of our sparkling drinks in this package. Currently, we offer Coca-Cola, Diet Coke, Coke Zero, and Sprite in mini cans; but we also offer Fanta, cherry Coke, Barq’s Root Beer, and Seagram’s Ginger Ale in more limited distribution.

Our 250-milliliter (8.5-ounce) aluminum bottle was launched in 2008 in North America for Coca-Cola, Coke Zero, and Diet Coke in certain channels. In all of our EU countries we provide 150-milliliter cans, and in Canada we launched a 237-milliliter can for juices in schools. We have reduced the sizes of the packages we provide in schools as part of our School Beverage Guidelines (see “Responsible Sales and Marketing”). In Europe, 19 percent of our products are now available in package sizes that are less than 250 milliliters.

In Europe, where we sell fountain beverages, we have worked with our on-premise customers to limit cup sizes. In France and Belgium, we no longer sell branded cups larger than 500 milliliters in restaurant chains, leisure parks, and the majority of movie theaters. In Great Britain, we are discussing with the leisure industry the possibilities for similar cup- and portion-size limits and increased nutritional labeling on our products.

Measuring Our Progress
We are also enhancing our new product development processes, assessing new beverages in terms of how they support our CRS portfolio goals. We have developed key performance indicators against which we will continue to measure our portfolio and review our progress (see table below). As a result of our no- and low-calorie beverages, the average calorie content of our portfolio by volume continues to trend under 60 calories per 8-ounce serving.


Our Progress in 2009
Key Performance Indicators 2009 Baseline
North America
 2009 Baseline
EU
% of our products made available with no- or low-calorie content
 33%
 35%
% of brand volume from packs that are 500 mL, 250 mL, or less
 500 mL: 59%
250 mL: 1%
 500 mL: 63%
250 mL: 19%
% of our products made available that contain juice content or fortification benefits
 34%
 Juice: 38%
Fortified: 14%
% of brands with nutritional, caloric, or Guideline Daily Amounts (GDAs) labels on front of pack
100%
 83% (Exceptions are waters.)
Number of employees involved in Live Positively/Active Living programs
 In the U.S., 19,000 employees completed the Staywell voluntary health assessment in 2009. Of these, 1,576 completed health management programs.

In Canada, 6,000 employees completed Live Positively training sessions.

In Europe, we are developing methods to track this data.



©2010 Coca Cola Enterprises. All rights reserved.