NEW YORK -(Dow Jones)- Consumers should expect a more “steady stream” of product innovation from Coca-Cola Co. (NYSE: KO – news) (KO), said Jeffrey Dunn, president and chief operating officer of the Atlanta company’s North American operations.
Not only does a faster pace of product news generate excitement about the brands, but it is more efficient, Dunn said Wednesday while speaking to investors at the Goldman Sachs Consumer Products Conference here.
Coca-Cola, the world’s largest soft drink company, is in a particularly active phase of product innovation, with Vanilla Coke, a vanilla-flavored version of its flagship cola, ready to begin appearing in U.S. stores this month.
According to Dunn, package design changes also should be seen as ways to innovate its products and connect with consumers. Coca-Cola recently unveiled Fridge Pack, a cardboard box that can be used to dispense canned soda in home refrigerators. Since standard 12-pack boxes don’t conveniently fit on refrigerator shelves, Coca-Cola expects the packaging to help take hand beverages out of the pantry and keep them chilled and ready to be consumed.
“Moms say, ‘You care about us as a consumer,’ ” Dunn said, calling the message to consumers an “emotional one.”