Debido a las cifras de las ventas de bebidas azucaradas que van en descenso, Coca-Cola ha decidido invertir en el café con la compra de la cadena británica Costa. En este propósito invirtió 5.100 millones de dólares, anunció la gigante de las gaseosas. La adquisición que sitúa a Coca-Cola en plena competencia con Starbucks y Nestlé.
“Coca-Cola confirma la tendencia adelantada por otras empresas de acumular cada vez más y distintos tipos de bebidas en un mercado global que cada día se enfoca más en lo productos saludables”
Por su parte, Nestlé, que además de Nescafé y Nespresso tiene la cadena de cafeterías Blue Bottle, anunció esta misma semana un acuerdo para vender café y té de Starbucks fuera de las tiendas de la empresa estadounidense.
Según el consejero delegado de Coca-Cola, la empresa británica ayudará a entrar en el mercado del café y las bebidas calientes, del que se ha mantenido bastante al margen durante sus más de cien años de historia.
Frente al retroceso de los refrescos, el café continúa al alza, con un mercado de enorme crecimiento en China y que ha atraído al sector a más y más competidores. La compra de Costa sitúa a Coca-Cola como un nuevo competidor de Starbucks, sobre todo en el Reino Unido, donde se concentran buena parte del negocio de la empresa británica y donde cuenta con más establecimientos que su rival.
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