The evolution of Coca-Cola Australia's soft drink reformulation strategy 2003-2017: A thematic analysis of corporate documents

Governments around the world are pressuring the soft drink industry to reformulate sugary drinks, in particular through taxes on sugar content or front-of-pack labels identifying products high in sugar. Even in countries with no sugary drink tax, such as Australia, the soft drink industry has a reformulation policy. While reformulation is often framed as a win-win solution for business and public health, many public health experts consider it to be a political strategy to improve corporate reputations and minimise the threat of regulation. We use a case study of Australia's largest soft drink company, Coca-Cola Australia, to examine the evolution of corporate reformulation policies. We analysed a dataset of 144 corporate documents published between 2003 and 2017 to analyse how Coca-Cola's policies changed and how it described and justified its reformulation initiatives. Between 2003 and 2017, Coca-Cola Australia shifted its reformulation strategy from offering choice to systematic sugar reformulation. It also presented two predominant rationales for reformulation: that it would grow its business and that it was part of the solution to obesity. We discuss these findings in relation to market and regulatory challenges facing the soft drink industry globally, including the spread of sugary drink taxes as well as consumer rejection of artificial sweeteners. This paper examines how a regional branch of the world's largest soft drink company is adapting to pressures to reduce the sugar in its products as well as the tensions and barriers it faces in negotiating different consumer and public health interpretations of healthy beverages.