Coca-Cola is shifting ahead with plans to launch a cane sugar model of its flagship soda within the U.S. market, with chief monetary officer John Murphy confirming that President Donald Trump has endorsed the initiative following his latest social media claims.
In an interview with Fortune, Murphy stated the cane sugar variant “has been in our pipeline for a while” and sometimes requires 12-18 months from improvement to launch.
“He’s a giant supporter of the choice,” Murphy stated of Trump. “He has heard about it and is a giant fan of the choice. It’s actually been nicely reported.”
Pressed for specifics on whether or not the cane sugar Coke will channel the “Mexican Coke” mannequin—common within the U.S. for its glass bottles and distinctive style—Murphy stated: “I feel for business causes, I’m going to attend till the U.S. crew is able to expose all the small print, so extra to return on that in a pair weeks.”
Murphy emphasised that increasing product choices displays broader market demand: “Right here within the U.S. there may be simply a lot demand for variants and new choices on each present and the brand new. This [Coke made with cane sugar] is an choice for the Coke portfolio and one we’re enthusiastic about.”
Faux viral TikTok video hit Coke gross sales
Photograph by David J. Griffin/Icon Sportswire through Getty Photographs
The announcement comes as Coca-Cola navigates a difficult market surroundings.
Coke reported second quarter outcomes for 2025 on Tuesday, displaying modest income development pushed by pricing and blend, considerably greater working earnings and margins, and powerful model engagement regardless of a small international quantity decline.
Murphy attributed latest softness in U.S. and Latin America gross sales to 2 major components: lingering results from a viral misinformation marketing campaign and strain on lower-income shoppers. A false TikTok video that circulated in February claimed the corporate was collaborating with the Division of Homeland Safety on deportations of Hispanics from the U.S. to Mexico.
“It was clearly false, but it surely went viral and for a interval of six weeks or so, it had a major short-term affect on the enterprise in Texas, California, and in Mexico,” Murphy defined. The corporate has been recovering from that incident, however Murphy famous that affordability stays a problem for lower-income shoppers.
“Whereas the U.S. client has been reported total as resilient, there’s a phase of the inhabitants, the decrease earnings phase, that’s underneath strain given the cumulative affect of value will increase on their family basket over the past two to a few years,” he stated.
Coke pushing into AI
The corporate can also be accelerating its use of synthetic intelligence throughout operations.
“AI is right here, we see it positively impacting our end-to-end enterprise,” Murphy stated, noting functions in provide chain, innovation, advertising and marketing and finance.
“We’re within the early levels of AI being half and parcel of how corporations will function to boost the general efficiency bar.”
The key to working for 37 years at Coca-Cola
Murphy, who’s approaching his thirty seventh anniversary with Coca-Cola subsequent week, credited his longevity to 2 ideas established by former longtime Chairman and CEO Robert Woodruff.
Quoting Woodruff’s philosophy, he stated: “One, which may be very related to in the present day’s work, is that the world belongs to the discontented. So I feel staying curious and, to a point, sad with wherever you’re is a good motivator to do extra.
“And the second, which is perhaps my favorite quote of his; there’s no restrict to what an individual can do in the event that they don’t thoughts who will get the credit score. I feel it’s an exquisite piece of recommendation for anyone, whether or not it’s yr one or yr 37, to tackle board, and for those who stay your life in opposition to these two quotes, I feel you may survive nearly wherever.”
