ANALYSIS: (Coca-Cola) Blak to the drawing-board

By Annette Farr | 6 September 2007

The withdrawal of Coca-Cola's Blak brand from the US has once again shown that new product development can be something of a hit and miss affair, even for the most powerful and experienced companies. Blak clearly did not take off with US consumers but, writes Annette Farr, in today's market drinks companies may have to accept that flavours and concepts will have a limited shelf life, making constant innovation all the more vital.

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The withdrawal of Coca-Cola's Blak brand from the US has once again shown that new product development can be something of a hit and miss affair, even for the most powerful and experienced companies. Blak clearly did not take off with US consumers but, writes Annette Farr, in today's market drinks companies may have to accept that flavours and concepts will have a limited shelf life, making constant innovation all the more vital.

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