It is fair to say that the brand Coca-Cola has never been associated with wellbeing – in fact, its more often associated with its opposite. It might, therefore, come as a surprise to you that the manufacturer of the sugary soft drink is now conducting research into Traditional Chinese Medicine for its next big product.
The Coca-Cola Company recently established a permanent research centre in Beijing, adjoined to the Academy of Chinese Medical Sciences. The collaborative project aims to analyze traditional Chinese medicines for nutritional benefits and isolate the ingredients for use in new product ideas. It seems to be prompted by falling sales in unhealthy, carbonated soft drinks; a decline caused by consumer’s desire for a healthier option.
The move represents a choice to move with changing customer ideas, and a growing orientation towards wellbeing. The soft drinks market in Japan and Thailand is already ruled by products that promote detox, health and beauty (a successful ingredient is collagen, to give one example). Coca-Cola’s venture into this area could represent a shift of the West’s soft drink culture towards those with health and nutritional benefits.
Complementary therapists, already sworn enemies of corporations whose livelihood relies on the production of addictive processed foods, are not optimistic about Coca-Cola’s venture into the area of health. They feel that wellbeing deserves a holistic approach; a full, natural diet paired with an energizing exercise routine. This is not something that can be put in a bottle, no matter the level of investment behind it. True wellbeing costs nothing; it is just a matter of making correct lifestyle choices.
We should be skeptical about any products coming from the carbonated soft drink market. Health advocate Mike Adams, the author of ‘The Five Soft Drink Monsters’, puts it quite frankly when he says: “You can call it what you want, but it’s still sugar water”. He is one of many who will be wary about any new products from Coca-Cola.
Coca-Cola’s place in Complementary Medicine
