NewAge Inc (fka NBEVQ) (NBEVQ)

[NewJerichoMan]

Coke Turns Search for New Sweetener Into Contest

"Coca-Cola is turning to a very small subset of the population for help: researchers and scientists. ... Even if Coca-Cola never uses the sweetener it picks as its winner, it is still a win for the company. They will get free publicity that comes along with offering a $1 million dollar prize, improved perception of transparency and a possibly brighter consumer image of the company trying to cut back on sugar.

This contest practically screams, “Look at everything we’re doing to cut back on sugar! We’re asking all experts, not just our own, for help!” In an age of soda taxes, this could be a smart step in the right direction for a healthier public image."

http://www.fooddive.com/news/coke-turns-search-for-new-sweetener-into-public-contest/448744/