COKE BLAK

How sweet it might be: Coke, Godiva collaborate

By CAROLINE WILBERT
The Atlanta Journal-Constitution
Published on: 12/10/05
Coca-Cola is hoping for sweet returns on its next coffee venture.

Coke is working with chocolate maker Godiva on a rich, ready-to-drink coffee, due out in the spring, according to Beverage Digest. Spokesmen at both Coke and Godiva, which is owned by Campbell Soup Co., declined to comment on the buzz.

However, Coke executive Mary Minnick did say at an investor meeting this week that Coke is working with “the ultimate indulgent trademark” on a coffee drink. Separately, Coke is planning a coffee-cola called Coca-Cola Blak.

Coke’s last attempt at bottled coffee, Planet Java, flopped in 2003. Perhaps it wasn’t fattening enough. Minnick said consumers want ready-to-drink coffees to be dessert-like treats.

Coke is hardly the first to brew up such a marketing approach. Pepsi and Starbucks jointly sell two guilty pleasures, Frappuccino in a bottle and DoubleShot in a can. These products represent more than 80 percent of the ready-to-drink coffee market in the United States.

Also, a small drink company, Brain-Twist, has developed high-calorie coffee drinks with well-known pastry maker Cinnabon. One of Coke’s bottlers, Charlotte-based Coca-Cola Consolidated, announced this week it is distributing the Cinnabon drinks.

Expect the Coke-Godiva product to percolate in the spring.