Innocent Drinks is to receive GBP30 million from Coca-Cola to help the company expand further in Europe. The company will remain independent, but the founders will need to ensure that Innocent's ethical principles are not compromised in the public eye through the involvement of a global corporation primarily known for the production of carbonates, currently perceived as unhealthy.
Beverage Digest reports that the volume of soda sold in the US experienced a year-on-year decline of 3% in 2008. This reflects an ongoing trend in the industry, which has been suffering lately from an unhealthy image and, more recently, recession. Some brands have still managed to increase sales in the sector, however, and the industry must look to examples such as Coke Zero to reverse the trend.
Having asked UAE distributors to increase the prices of canned and bottled drinks by 25% at the end of February, Coca-Cola and PepsiCo have been required to reach an agreement with the Ministry of Economy that will keep the distribution price of 330ml cans at AED1 ($0.27). However, Datamonitor believes that the price cap will have a limited effect on the UAE carbonated drinks market.
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