Simply Orange: Coca-Cola's Hyper-Engineered and Dauntingly Industrial Orange Coloured Substance


Mon, Feb 4th, 2013 11:00 by capnasty NEWS

As people begin to realize that pop is bad for you and they're beginning to shift to drinks that are neither carbonated, full of sugar or concentrate, Coca-Cola entered the market with their Simply Juice like of products. Yes, there are actual oranges in the drink but in a process that Coke calls Black Book, "boy have those oranges been through hell and back."

Bob Cross of Revenue Analytics explained to Bloomberg Businessweek that Coke relies on a deeply complex algorithm for every step of the juice-making process. The algorithm is designed to accept any contingency that might affect manufacturing, from weather patterns to shifts in the global economy, and make adjustments to the manufacturing process accordingly. Built into the model is a breakdown of the 600-plus flavors that are in orange juice that are tweaked throughout the year to keep flavor consistent and in line with consumer tastes. Coke even sucks the oxygen out of the juice when they send it to be mixed so that they can keep it around for a year or more to balance out other batches. Doug Bippert, Coke's vice president of business acceleration, calls it "a flight simulator for [Coke's] juice business." (Funnily enough Delta uses the same algorithm to balance its books.) "If we have a hurricane or a freeze," Bippert added, "we can quickly replan the business in 5 or 10 minutes just because we've mathematically modeled it." We call it deceitfully industrial, especially for a product called Simply Orange.



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