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Product Development of Soft Drink Companies: A Look Ahead

October 18th, 2016


A common theme among soft drink companies is an effort to bring more premium products to the mass market by using familiar brands with upgraded packaging, added functional benefits and new flavours. Many soft drink companies are attempting to counteract their underperforming carbonates with premium still beverages. Both PepsiCo and Coca-Cola have been somewhat successful in this effort, especially in North America.

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Howard Telford

Howard Telford is a Senior Industry Analyst with Euromonitor International, joining the company in 2010. In his role on Euromonitor's global beverages team, he provides insights on trends and market performance across 80 countries. Howard holds his BA from DePaul University and his master’s degree from the University of Chicago.

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