‘Bittersweet’ Moment for Odwalla Co-Founder as Coca-Cola Axes the Brand and Focuses on More ‘Scalable’ Innovations

By Elaine Watson
Source: www.beveragedaily.com, July 2020

In a move that may not come as a huge surprise given executives’ recent hints about “pruning” the portfolio, Coca-Cola is discontinuing the Odwalla juice brand and the refrigerated network of trucks supplying it to stores. So was the 40-year-old brand just past its sell-by date, or are there wider lessons here about how ‘Big Food’ handles ‘challenger’ brands?

HTTPS://WWW.BEVERAGEDAILY.COM/ARTICLE/2020/07/02/BITTERSWEET-MOMENT-FOR-ODWALLA-CO-FOUNDER-AS-COCA-COLA-AXES-THE-BRAND-AND-FOCUSES-ON-MORE-SCALABLE-INNOV