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US: Coke unit formed to focus on NPD

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Coca-Cola Co is establishing an independent unit to takeover the role of product innovation in the North American market in an effort to keep up with developments in NPD at its rivals.

Although Coke has failed to comment on the news, reports in the industry magazine Beverage Digest said that the new unit is to be called "Braintwist," and will be run by Larry Trachtenbroit, the head of a coffee-drink business that Coke bought last year.

Coke already has a "think tank" in New York concerned with innovation and it was unclear how the two might operate together. However Beverage Digest did report that Braintwist will attempt to develop products more quickly than Coke itself, yet have access to Coke resources and executives. One focus is likely to be dairy-based drinks.


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