Part 2/10:
Coca-Cola's decision to acquire Costa Coffee stemmed from a recognition of gaps in their current offerings within the non-alcoholic beverage market, particularly in the coffee sector. Traditionally known for its soda products, Coca-Cola identified coffee as a critical area they were not serving adequately. Despite successfully branching into energy drinks and iced teas, Coca-Cola needed a robust coffee platform to complement its existing beverage lineup.