From Bytes to Zero: The Test-Learn-Scale Feedback of Flavor Frameworks

2025-06-27

In this episode of Decisions at the Fulcrum, we enter the focus (groups) on taste. Through the lens of Coca-Cola’s Test–Learn–Scale methodology, we examine how an iconic beverage brand manages risk, generates resonance, and sometimes spectacularly misfires. From the pixel-infused flop of Coca-Cola Byte to the calibrated triumph of Zero Sugar's reformulation, we explore how flavor is tested and calibrated. Along the way, we dig into how Freestyle machines became stealth research platforms, how popular drink...

In this episode of Decisions at the Fulcrum, we enter the focus (groups) on taste. Through the lens of Coca-Cola’s Test–Learn–Scale methodology, we examine how an iconic beverage brand manages risk, generates resonance, and sometimes spectacularly misfires.

From the pixel-infused flop of Coca-Cola Byte to the calibrated triumph of Zero Sugar's reformulation, we explore how flavor is tested and calibrated.

Along the way, we dig into how Freestyle machines became stealth research platforms, how popular drinks in some regions, like Peach Coke, didn't make it big in the U.S., and how the flop of Coke Mocha Coffee revealed misalignments of prototypes. Finally, the episode considers why iterative design might be a new industry standard.

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