Andy Morton

US$15m for Coca-Cola's original recipe? Not these days

By: Andy Morton - 15 May 2013 10:56

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You can get all sorts of things on eBay - a new laptop, a car, the original recipe for Coca-Cola.

Yes, really. Well, probably. A man called Cliff Kluge claims to have found the soft drinks equivalent of the holy grail in a pile of letters bought at an estate sale in Georgia and is now selling it on the online auction site for up to US$15m.

Sorry, how much?

Cliff is obviously unaware of the declining value of full-sugar cola CSDs that has seen The Coca-Cola Co embrace low- and no-calorie ideals and PepsiCo attempt to reinvent the category with a sweetener shakeup.

Now, if he were to find a recipe for a zero-calorie carbonated soft-drink that uses all-natural ingredients and shifts over a billion cans a day, then I'm sure he could name his price.

I can think of at least two companies that would be very interested.

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US$15m for Coca-Cola's original recipe? Not these days

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