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Coca-Cola Uses Crowd-Funding Platform To See If Swiss Sparkling Water Could Succeed Here

August 12, 2018: 12:00 AM EST
Hoping for quicker feedback, Coca-Cola is bypassing its usual product R&D process, choosing instead to test the U.S. market for Swiss sparkling water Valsar on the Indiegogo crowd-funding platform. The company is showcasing Valsar, acquired in 2001, at Atlanta-area restaurants during August to determine whether it could add the product to its American bottled water portfolio. A company exec said consumer beverage preferences are changing rapidly, so the company’s innovation team “is challenged with taking risks, testing, iterating and cycling through ideas quickly,” hence the Indiegogo experiment. If it works, innovation chief Dave Preston says, his team will consider using it on other Coca-Cola brands.
Eric Mandel, "Coca-Cola piloting Swiss sparkling water in Atlanta", Atlanta Business Chronicle, August 12, 2018, © American City Business Journals
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