Flat Coca-Cola seeks a coffee pick-me-up

Coca-Cola is working on a radical new flavour for the world's favourite soft drink - coffee.

The Atlanta-based giant is developing a new variation on the iconic brand to pep up flagging sales. A coffee version could be on sale in the US and Europe by next year. The Coca-Cola Company has already registered three potential brand names for the drink - Coca-Cola Blak, Makkio and Maquio.

Coca-Cola owns one of the leading canned coffee brands in the world, Georgia Coffee. This is particularly successful in Japan, where canned instant coffee is one of the most popular soft drinks. It is drunk either at room temperature or can be heated in a microwave oven.

However, attempts to bring canned coffee to a mass market in Europe have not been a success. Consumers here prefer to buy their coffee hot from cafés or chains such as Starbucks.

Although Coca-Cola would not comment about its plans for the new product, a spokesman said: "We are always exploring further brand innovations."

The company has set up a special unit to bring fresh ideas into the product line. It is being headed by Mary Minnick, former president of its Asia division, and reports to Coca-Cola's head of marketing, Chuck Fruit.

Coca-Cola is currently preparing to launch its new no-calorie drink, Coca-Cola Zero, and has tried to hype this by auctioning a sample on eBay.

It will be hoping the launch goes better than its previous brand extension, the mid-calorie drink C2. This has not been as successful in the US as hoped, and may not now be launched in Europe.

In the UK, Coca-Cola has pinned its hopes on a lemon- flavoured variant, which may be launched in other territories shortly.

The company has been performing sluggishly in recent years but its newly appointed chief executive, Neville Isdell, who aims to rekindle Coca-Cola's reputation for innovation and successful marketing.

Start your day with The Independent, sign up for daily news emails
News
ebooksAn unforgettable anthology of contemporary reportage
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Recruitment Genius: Digital Optimisation Executive - Marketing

£30000 - £35000 per annum: Recruitment Genius: The UK's fastest growing, multi...

Recruitment Genius: Financial Reporting Manager

£70000 - £90000 per annum: Recruitment Genius: A Financial Reporting Manager i...

Recruitment Genius: Payments Operations Assistant

£23000 - £25000 per annum: Recruitment Genius: They win lots of awards for the...

Recruitment Genius: Telephone Debt Negotiator

£13500 - £20000 per annum: Recruitment Genius: This nationwide enforcement com...

Day In a Page

Sepp Blatter resignation: The beginning of Fifa's long road to reform?

Does Blatter's departure mean Fifa will automatically clean up its act?

Don't bet on it, says Tom Peck
Charles Kennedy: The baby of the House who grew into a Lib Dem giant

The baby of the House who grew into a Lib Dem giant

Charles Kennedy was consistently a man of the centre-left, dedicated to social justice, but was also a champion of liberty and an opponent of the nanny-state, says Baroness Williams
Syria civil war: The harrowing testament of a five-year-old victim of this endless conflict

The harrowing testament of a five-year-old victim of Syria's endless civil war

Sahar Qanbar lost her mother and brother as civilians and government soldiers fought side by side after being surrounded by brutal Islamist fighters. Robert Fisk visited her
The future of songwriting: How streaming is changing everything we know about making music

The future of songwriting

How streaming is changing everything we know about making music
William Shemin and Henry Johnson: Jewish and black soldiers receive World War I Medal of Honor amid claims of discrimination

Recognition at long last

Jewish and black soldiers who fought in WWI finally receive medals after claims of discrimination
Beating obesity: The new pacemaker which helps over-eaters

Beating obesity

The new pacemaker which helps over-eaters
9 best women's festival waterproofs

Ready for rain: 9 best women's festival waterproofs

These are the macs to keep your denim dry and your hair frizz-free(ish)
Cycling World Hour Record: Nervous Sir Bradley Wiggins ready for pain as he prepares to go distance

Wiggins worried

Nervous Sir Bradley ready for pain as he prepares to attempt cycling's World Hour Record
Liverpool close in on Milner signing

Liverpool close in on Milner signing

Reds baulk at Christian Benteke £32.5m release clause
On your feet! Spending at least two hours a day standing reduces the risk of heart attacks, cancer and diabetes, according to new research

On your feet!

Spending half the day standing 'reduces risk of heart attacks and cancer'
With scores of surgeries closing, what hope is there for the David Cameron's promise of 5,000 more GPs and a 24/7 NHS?

The big NHS question

Why are there so few new GPs when so many want to study medicine?
Big knickers are back: Thongs ain't what they used to be

Thongs ain't what they used to be

Big knickers are back
Thurston Moore interview

Thurston Moore interview

On living in London, Sonic Youth and musical memoirs
In full bloom

In full bloom

Floral print womenswear
From leading man to Elephant Man, Bradley Cooper is terrific

From leading man to Elephant Man

Bradley Cooper is terrific