Best Global Green Brands 2014

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Not So Innocent: Coke Gets Complaints in Europe as it Bolsters Middle East Presence

Posted by Dale Buss on February 27, 2013 02:18 PM

Coca-Cola keeps moving forward with global consolidation as it swallows up the remaining stake of a juice brand in Europe and launches two new brand platforms in the Middle East.

In Europe, Coca-Cola is moving to acquire almost all of the 40 percent of Innocent Drinks that it didn't already own after raising its stake in stages beginning in 2009. Innocent makes smoothies, juices and other healthy foods and has been a rising better-for-you brand in Europe, building its brand equity on corporate "innocence."

Will Innocent and Coke face a European-consumer backlash over the brand's now-complete dependence on a well-known multinational company that some say isn't quite so innocent? After all, it's recently come under new criticism by Oxfam over allegely unethical practices.Continue reading...

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Coca-Cola Expands in the Middle East

Posted by Mark J. Miller on December 14, 2011 03:01 PM

Saudi Arabia-based beverage maker and distributor Aujan Industries will bring in more than $850 million this year, partially on sales of its Rani fruit drinks and Barbican non-alcoholic beer and partially on distribution of such products as Cadbury chocolate and Lipton iced tea, according to Bloomberg. That’s more than double what the company made in 2007 and the numbers should continue to rise next year.

Why? Well, half of the company’s equity is being bought by Coca-Cola Co., which should help raise its brand awareness across the globe, the site notes. (Not to mention the nearly $1 billion in investment Coke is planning to invest in the company.)

The $980 million transaction that is expected to close in the first half of next year gives Coca-Cola 50 percent of Aujan and 49 percent of the company’s bottling and distribution revenue, Bloomberg reports. One part of Aujan’s business that Coke isn’t touching is its Iranian manufacturing and distribution business.Continue reading...

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