Coca-Cola is discontinuing Zico, its coconut water model

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The shuttering of Zico is a part of Coca-Cola’s broader plans to slim down its sprawling beverage lineup. “This determination was not made calmly and comes at a time after we are targeted on delivering on our shoppers’ needs and desires whereas driving scaled development throughout a complete beverage portfolio,” a spokesperson stated in a press release.
Coca-Cola purchased Zico in 2013 to bolster its lineup past colas, but it surely by no means caught on the way in which rivals have. Vita Coco, for instance, has seen its gross sales spike in the course of the pandemic.

Through the previous few months, Coca-Cola has streamlined its product choices and targeted on its best-selling manufacturers to assist ease the pressure on provide chains.

Coca-Cola is now doubling down on these efforts. In July, the corporate introduced it might discontinue juice and smoothie model Odwalla. Quickly after, Coca-Cola introduced it might dump different “zombie manufacturers,” or people who aren’t rising, to assist minimize prices.

Manufacturers at risk now embrace Weight-reduction plan Coke Feisty Cherry, Coke Life, Northern Neck Ginger Ale and Delaware Punch, that are all “underneath assessment,” a spokesperson stated Monday.

This is not Coca-Cola’s first zombie hunt. Through the previous two years, the corporate has been “figuring out and killing zombie” manufacturers, merchandise, flavors and packaging that weren’t delivering performing in addition to different merchandise. Within the first half of final 12 months, Coca-Cola eradicated greater than 275 merchandise.

The Atlanta-based firm additionally lately introduced that it is slicing hundreds of jobs and lowering its variety of enterprise models because it faces declining beverage gross sales within the pandemic.

–CNN Enterprise’ Alicia Wallace contributed to this report.

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