In a recent press release, Coca-Cola announced phasing out of the Zico Coconut water brand globally and consumer reach & effective sale of different brands will be assessed in upcoming months.

Zico Coconut water was acquired by Coca-Cola in 2013 to push it’s range beyond beverages but now company will phase it out in order to reduce losses and gain profit.

Optimisation strategies of Coca-Cola is highly formulated and structured after brainstorming by company leaders on product’s consumer reach, sale in present times and other factors.

Coca-Cola has also been seen optimising its previous brands like odwalla juice and smoothie brands. Company also discontinued some direct store delivery networks.

Coca-Cola also confirmed that a number of other brands including Coke Life, Diet Coke Feisty Cherry, Northern Neck Ginger Ale and Delaware Punch are all under review as part of this optimisation strategy.

Press release Futher reads “As part of our portfolio optimisation efforts, we can confirm that The Coca-Cola Company plans to phase out the Zico brand in the coming months globally.

“This decision was not made lightly and comes at a time when we are focused on delivering on our consumers’ wants and needs while driving scaled growth across a total beverage portfolio.

“We can also confirm we are not discontinuing Hubert’s Lemonade. Instead, we are transitioning the brand to be available exclusively at food service locations. We are excited by the success we’ve seen with Hubert’s in the early phases of this transition and believe it will offer the best growth opportunity for this brand.

“The rightsising of the portfolio is an acceleration of the strategy we have been pursuing for the past several years, which focuses on building brands that prioritise scale in an effort to accelerate growth. At this time, I can confirm that Diet Coke Feisty Cherry, Coke Life, Northern Neck Ginger Ale and Delaware Punch are all under review as part of this process.”


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