Coca-Cola Rolls Out 'Freestyle'

New proprietary fountain dispenser gets brand name

Published in CSP Daily News

ATLANTA -- Coca-Cola North America has revealed that "Coca-Cola Freestyle" is the brand name and logo for its new proprietary fountain dispenser entering market testing this summer. The fountain's brand name captures its ability to deliver unprecedented beverage variety to suit any consumer taste, packaged in an innovative and interactive fountain experience.

"Coca-Cola Freestyle brings to life the refreshingly positive outlook that has always been associated with Coca-Cola," said Chandra Stephens-Albright, group director of marketing and business development for the brand. "[image-nocss] It brings back the magic of the fountain of the past, re-imagines it for the future and then takes it a step farther by celebrating the idea that consumers can truly have their say at fountain, with choices tailored completely for them."

The new self-serve fountains, which represent a complete departure from equipment The Coca-Cola Co. has offered before, have been in development for nearly four years. The new units being tested are touchscreen operated, enabling consumers to select from more than 100 calorie and no-calorie brands, including varieties of waters, juices, teas and sparkling beverages that have never been sold in the United States.

The Coca-Cola Freestyle dispenser uses proprietary PurePour Technology to make dozens of branded beverages fresh to order, in the same amount of space as the current eight-valve machine. It will be tested in select quick-serve restaurants in Orange County, Calif., and Atlanta this summer before a wider introduction currently planned for early next year.

Atlanta-based Coca-Cola offers nearly 500 sparkling and still brands. Along with Coca-Cola, the company's portfolio includes 12 other billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. It is a leading provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.