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Photo: Coca-Cola
Yes, public health advocates are getting increasingly vocal about the negative effects of soda on the body, but Coke isn't giving up its 70 percent market share to tap water without a fight. The Atlanta-based company is rolling out the big guns with the Freestyle, a super-sleek, touch-screen soda fountain that lets users create up to 104 different flavors of fizzy refreshment. This high-tech beverage machine shoots out a wide range of traditional sodas, flavored waters, and energy drinks in every conceivable combination. Raspberry Coke? Check. Grape Sprite? Why not. Peach Fanta? No problem. The fountain is a study in excess, totally over the top. And yet ... admit it: You want to try it.
"Consumers are telling us they want choice," says Helen Tarleton, senior communications manager for Coca-Cola. She points out that the while the Freestyle might get some flack for offering so many options, more than half of them are low- and no-calorie. "When you've only got six or eight valves to work with, maybe only one is diet," she says.
Soda fountains have remained pretty much the same since they were popularized in the 1950s -- a basic ratio of syrup to carbonated water is combined in a container, then released out of the spigot. The Freestyle completely changes the game with a touch screen that instructs the machine to mix flavors on the spot, using technology originally developed for dialysis and cancer treatments. It's only got one nozzle, and works by releasing the flavorings into a stream of carbonated water. The new technology ensures that one soda doesn't taste like the flavor poured before it.
The Freestyle has been in development for five years but, according to the Wall Street Journal, Coke has been ramping up distribution in the last six months, testing 69 of the machines in 53 outlets. It's a gamble for restaurant owners, since the Freestyles cost 30 percent more than traditional machines, but there's a potential payoff, since the whiz-bang factor may entice customers to spend more on beverages.
For company execs, it's an information goldmine. The Freestyle is basically a wireless computer, and has the ability to send Coke specifics on what people are creating and how much they're spending. It's consumer data in real-time -- a marketing windfall. And Coke can talk back, telling the fountain to, say, discontinue a slow seller. But Tarleton says thus far, there aren't many. "We've found that customers are trying almost all the products almost every day," she says.
So what's not to like? Well, have you ever watched your grandfather navigate an ATM? Segments of the population might not be comfortable with the touch-screen technology, causing long waits at the machines. Also, it's estimated that the Freestyle sodas may cost consumers an extra 10 cents a cup. But a dime seems like a fair price for total flavor control.
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5-10-2010 @6:08PM Carol said... Can we choose a drink without high fructose corn syrup? Until that happens, coke or any other soft drink company will do without my patronage. And, btw, if I am asked, as in the hfcs ads, why I avoid that substance, I am fully prepared to explain my reasons.
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5-10-2010 @7:25PM thrtnstars said... Ok-lets hear them.
5-10-2010 @7:36PM Anne said... Who cares
5-10-2010 @7:55PM Rob Smith said... They do, it is called diet.
5-11-2010 @8:04AM ginger said... If you want Coke that tastes like it used to, find a little Mexican store that stocks Coca-Cola made in Mexico. It's made with regular sugar, not corn syrup. It's funny how we've gotten so used to the corn syrup taste and texture. When I tried the Mexican Coke, it was so much crisper and cleaner. Our Sam's Club stocks them, too, and I'm in the midwest, so maybe that's everywhere. I'm not a Coke addict, though, and have literally about one or two per month. It's a treat, not a regular drink for us. I drink a lot of water with lemon, and club soda with lime.
5-11-2010 @11:40AM Carol said... OK Thirtnstars, you asked and I reply. High fructose corn syrup is a disaccharide composed of 50% glucose and 50%fructose. It is easily manipulated in manufacturing and can be as high as 80% fructose. Some of the problems with high fructose products are: fructose interferes with copper metabolism. Copper is essential for the development of collagen and elastin which is the basis of sinew. Fructose is metabolized in the liver while glucose is metabolized by all the cells in the body. The metabolization of fructose encourages fatty deposits and cirrhosis similar to the conditions due to alcoholism. In order to be used by the body, fructose must take micronutrients from the body. Free fructose interferes with the heart's use of key minerals like magnesium, copper and chromium. It has also been found to interfere with the action of the immune system. Fructose also increases uric acid, interacts with oral contraceptives, and elevates insulin levels of women taking them. Fructose leads to mineral losses, promotes aging, and converts to fat more efficiently than any other sugar. Although fructose is, obviously, contained in fruit, the ratio is approximately 50 50, and the fructose is not free, but is bound to other molecules. Also, the fiber in fruit aids in the elimination of fructose.
5-12-2010 @4:24PM Richard said... The throwback drinks like pepsi, mountain dew throwback and dr pepper (traditional i think its called) are all made with sugar.
5-10-2010 @2:19PM lita said... Whether or not I like the idea of soda being sold to anyone who has access to the machine, the concept is brilliant. They will know exactly what the customers want without being a cyber stalker (like every grocery store that issues rewards/discount cards), and the likelihood of them running out of any item is greatly reduced, due to its wireless communication with the product source. You are now forced to give up some of your privacy in order to get a decent price for your necessities.
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5-10-2010 @2:28PM Downwiththeman said... Never give up what information you don't want people to know. You fill out that info card with whatever you want. Mine is from a place I haven't lived in for 10 years with a made-up name. They can do their market research just the same, I get my discount, and no one is the wiser.
5-10-2010 @5:34PM tinaturner said... If you liked "Old" Coke, you will love Pepsi, it has lots of syrup and doesn't taste watered down like the new Coke does. I bet if half the people who love Coke, tried Pepsi, they would switch, like I have.
5-10-2010 @2:31PM Mike said... Blah Blah big words...Three easy words !!!! Wicked freaking awesome!!!!
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5-10-2010 @3:49PM gobo said... Reading doesn't have to be scary.
5-10-2010 @6:48PM suzrocks said... I totally agree with Mike. Life's too short. Everything causes cancer or some other health issues.
5-10-2010 @2:35PM Jody said... This is Just Horrible!.... I AM SO TRYING IT!! hehe
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5-10-2010 @2:56PM gobluespartyon said... This is awesome also means if it does well with the machine then maybe coke will roll out new flavors in the Coke brand. Grape would be a great seller for coke surprise that they haven't ever had a grape flavor. Coke is the best.
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5-10-2010 @2:50PM robert said... just give plain old coke,i dont need to know whats good or bad for you,i been living for 53 years,i am what am and dont need calorie menus,if i want it ,i want it,come on people,stop being wimps and enjoy and indulge in what you like
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5-10-2010 @2:49PM Alicia said... Coca cola is my favorite soda. We'll have to see what the new flavors hold.
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5-10-2010 @2:53PM George said... What do you mean, "Have you ever seen your grampa navigate an ATM?" If you have it's probably because he was getting money out of it for you. Ease up slacker.
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5-10-2010 @2:53PM Sharon said... What a great idea!!! I can't wait to try it! (Reminds me a little of the Coke machines at EPCOT that you can try Coke flavors from around the world & even mix them together!)
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5-10-2010 @3:04PM phxart said... Hey Robert, you will care when you get diabetes II, which at your age is just around the corner. Then you'll be whining about not getting enough choices, lol!
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