Click to read the original article for details. According to foreign media reports, Coca-Cola is about to become the second-largest investor in sports drink brand BodyArmor. According to public data, in 2017, U.S. sports drink market sales reached $8 billion, with PepsiCo's Gatorade holding three-quarters of the market share, Coca-Cola's Powerade ranking second, and BodyArmor in third with less than 6% share. This investment is expected to allow the Coca-Cola giant to own both the second and third largest brands in the U.S. sports drink market, challenging Gatorade's leading position under PepsiCo. In addition to teaming up with BodyArmor to challenge Pepsi's dominant sports drink market, this investment also relates to the continued slowdown in carbonated beverage market growth in recent years. To date, Coca-Cola has seen declining performance for five consecutive years. In the latest Q2 2018 earnings report, revenue fell 8% year-over-year, with contributions mainly from low-sugar Coke and new beverages. Coca-Cola's full-year 2017 net revenue was $35.41 billion, down 15% year-over-year; gross profit was $22.154 billion, down 13%; operating profit was $7.501 billion, down 13%. Meanwhile, its old rival PepsiCo also faced challenges, with net profit of $4.857 billion in 2017, down 23.26% year-over-year, even lower than during the 2008 financial crisis. Against this backdrop, investing in new brands to find new growth points is now a top priority for Coca-Cola. It is understood that Coca-Cola established a startup incubator called "Coca-Cola Founders" three years ago, focusing on areas such as personnel management, operators, mobile apps, and data analysis systems, aiming to use emerging technologies to solve operational and product development issues. However, due to differences in pace between the company and startups, among other reasons, in late December 2016, Coca-Cola announced it would stop the incubator program and instead focus marketing innovation resources on core innovation projects within the beverage sector. Coca-Cola's President and CEO James Quincey stated: "The company continues to focus on its strategic priorities, transforming into a total beverage company centered on consumer needs." Months earlier, on April 26, Coca-Cola made a strategic investment in LePur, and the two parties will actively explore strategic cooperation in product innovation, digital innovation, and brand incubation. This move indicates Coca-Cola's expansion into the yogurt category in the Chinese market, further demonstrating its determination to accelerate its transformation into a "total beverage company." By acquiring/investing in young and high-performing brands, cola companies can quickly enter new areas, saving on R&D risks and time costs while quickly gaining access to precise consumer groups. Beyond buying, cola companies have not slowed down in product R&D innovation. In recent years, Coca-Cola has been experimenting with product flavor innovations globally, continuously launching new products while retaining the classic Coke. ▪ In 2017, Coca-Cola announced the launch of Coke Zero Sugar, using aspartame as an artificial sweetener; ▪ In 2017, Coca-Cola launched Coca-Cola Plus, which is sugar-free and zero-calorie, and also helps inhibit fat absorption and reduce blood triglyceride levels after meals; ▪ In 2018, Coca-Cola rebranded Diet Coke with new colorful packaging and introduced four new flavors: Ginger Lime, Feisty Cherry, Twisted Mango, and Exotic Mango; ▪ In 2018, after launching Sprite Fiber+ with resistant dextrin, Coca-Cola also introduced a product with this dietary fiber called "Pure Joy Fiber Water". ... In addition, Coca-Cola has launched a series of new flavors, including Vanilla Coke, Cherry Coke, Ginger Coke, Peach Coke, Sakura Coke, Black Coffee Coke, Orange Coke, Lemon Coke, Lime Coke, and Green Tea Coke... It is clear that Coca-Cola's product innovations are all following a "health" route, aiming to better align with consumers' pursuit of a healthy lifestyle. At the same time, consumers can enjoy the refreshing sensation of carbonated drinks without worrying about health issues, gradually shedding Coca-Cola's "unhealthy" label. Moreover, a richer variety of flavors helps stimulate curiosity among different consumers, generating new purchase desires for Coca-Cola products. Overall, the Coca-Cola giant is gradually transforming, laying out a strategy of youthfulness, diversification, and health. Today's Coca-Cola is no longer just a cola company. -END-