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Innovators At Coca-Cola Plan For Industry, Societal Change

August 28, 2019: 12:00 AM EST
In a recent interview, Matt Hughes, Coca-Cola’s vice president for incubation and a founding member of its Venturing and Emerging Brands unit, pointed to “beverages for life,” water usage, women empowerment, and environmental sustainability as top priorities of the company’s “mission approach to things.” As to specific product areas, Hughes said “plant-based is an interesting space … that is an adjacent area to dairy from a protein perspective.” As it thinks about the future and “where consumers are going to be five or 10 years from now,” Coca-Cola invests time, energy and money to gain expertise in new technologies, marketing and digital platforms, and other areas that can help drive growth. Hughes said he expects Coca-Cola to be as “on-trend” 30 years from now as it is today, and he is very enthusiastic about the prospects for sparkling water Topo Chico and sports hydration beverage Body Armor.[Image Credit: © THE COCA-COLA COMPANY]
Barb Stuckey, "Coke's Venture Group Looks Out 10 Years at Plant Based & Female Empowerment", Forbes Media, August 28, 2019, © Forbes Media LLC
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