Fewer, focused and future-minded’ guides Coca-Cola’s innovation strategy

Coca-Cola unveiled several better-for-you beverages at the NACS Show that will roll out next year, including a line of Aguas Frescas sold under the Minute Maid brand.

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‘We out-hustled, out-innovated, and out-maneuvered the competition…’ Vita Coco gears up for IPO Founded in New York in 2004 by Ira Liran and Michael Kirban as a coconut water business, Vita Coco​​ has since expanded into coconut oil and coconut milk, energy drinks (Runa), enhanced waters (Ever & Ever), protein-infused waters (PWR LIFT), and private label products, and is the market leader in the coconut water category in the US and the UK, with a presence in 20+ other countries including China, France, and Spain.