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Coca-Cola Working to Make War on Sugar a Profitable Venture

  • Quarterly sales top estimates, helped by water, sports drinks
  • Company reaffirms annual earnings, revenue forecasts
Bloomberg business news

Coca-Cola COO: Boosting Revenue, Cutting Calories

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The push to reduce the amount of sugar in soft drinks -- long seen as a threat to the beverage industry -- has been more profitable for Coca-Cola Co. than expected.

To respond to consumers’ growing aversion to the sweetener, the company is offering smaller bottles and cans -- essentially getting customers to pay more for less product. It’s also creating new brands and reformulating existing drinks to cut sugar. Coca-Cola says the shift will actually increase sales, and the company’s third-quarter results on Wednesday backed up that confidence. Revenue beat analysts’ estimates, helped by water and sports drinks as well as the higher-margin small packages.