Word: coca-cola
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...part of the known world--it has been the presence and the unique taste of Coca-Cola. But last week executives of the Atlanta-based company announced that, as they see it, change goes better with Coke. Starting in May, they will introduce a new, slightly sweeter and smoother Coke that will totally supplant the old Coke and enter the lists against archrival Pepsi-Cola in the raging battle for dominance of the $23 billion U.S. soft- drink market. Roberto Goizueta, 53, chairman of Coca-Cola (1984 sales: $7.4 billion), said that the old Coke formula, with its secret flavoring...
...produce diet Coke, a smashing success that since its introduction in 1982 has bubbled up to third place among U.S. soft drinks, with a 5.4% market share. In the course of developing diet Coke, says Goizueta, "our expert taste testers came upon a taste better than the old Coca-Cola. We had two options: We could do nothing, put it on the shelf and forget we ever developed it. Or we could change the taste and give the world a new Coca-Cola...
...Coca-Cola could take heed from the story of Schlitz. The beer that made Milwaukee famous was the second-best-selling brew in the U.S. in the early 1970s but then changed its taste in 1974. Sales soon began slipping, and the company never successfully shed its reputation for what many considered an inferior brew, even after it switched back to its original formula. Schlitz was sold to Stroh Brewery in 1982, and now has only 1% of the U.S. beer market. Coke, though, believes its careful and exhaustive testing and a huge advertising campaign will make its new taste...
TIME's food critic Mimi Sheraton secured a bottle of new-vintage Coca-Cola, currently scarcer than a 1934 Mouton-Rothschild, and tasted it against old- style Coke and Pepsi-Cola. Her report...
...original version in that it, too, imparts faint cocoa-cinnamon overtones and has a balanced, smooth body with no sharpness or overpowering flavor. However, it is sweeter than the original formula and also has a body that could best be described as lighter. It tastes a little like classic Coca-Cola that has been diluted by melting...