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Coca-Cola's new chief Braun will be able to leverage his global experience, as the company shifts towards low-sugar beverages

Henrique Braun's appointment as Coca-Cola’s next CEO is a gamble on Henrique's experience from Latin America and China. The company will use this to expand the brand in new markets and appeal to consumers who are strapped for cash. They will also develop healthier products to meet changing tastes.

The 57-year old?American who was raised Brazil is expected to take over in March. This comes as Coke, Sprite, and Fairlife Milk have been reshaping their offerings and changing the size of the packs. They also acquired companies to help them appeal to health-conscious consumers and low-income customers.

Coke's stock is up 11% in the past year, while S&P 500 Consumer staples has only risen 2%. PepsiCo, the main rival of Coke, has seen its shares drop 2% this year.

Analysts and investors are expecting Braun to maintain the stability of the beverage company with a market capitalization of $302 billion.

Brian Mulberry said that this is an evolution, not a revolution. Zacks Investment Management owns shares in Coke. "I do not see any red-flag warnings that would require a radical shift."

The pressure to maintain pricing will be a major challenge. Mulberry said that the best way to keep everyone happy would be to ensure costs don't spiral out of control and require price increases.

James Quincey is the current CEO of the company. He took over the reins in 2017. Since then, the company has reversed its sales declines and the stock price has increased by more than 60%.

Quincey took over a Coke that was largely trimmed down, having shed most of its bottling system. This allowed it to concentrate on marketing and new products. PepsiCo shares are up about 35% in value since Ramon Laguarta was appointed CEO in 2018.

Analysts say Braun will also have to find a way to increase volumes and margins without sacrificing the low-sugar, 'functional' beverages such as probiotic sodas or electrolytes.

Quincey is expected to continue his acquisition spree which included Fairlife, a high-protein dairy company, and Body Armor sports drinks.

Morningstar analyst Dan Su said in a report that "after Quincey's successful addition of (more than) ten billion-dollar brands in his nine-year term, acquisitions will likely continue to be a focus for Braun."

Coke is evaluating options, including the sale of British coffee chains Costa and Starbucks which it purchased in 2018 for more than $5 billion. This was reported in August.

The move by the CEO, announced late Wednesday, is yet another change in CEOs within the consumer packaged goods sector as it struggles with a slowdown in demand, changing spending habits, and U.S. Tariffs.

PepsiCo's rival, on the other hand, is reviewing its supply chain, and cutting costs, after being pressured by activist hedge fund Elliott Management. This could also impact Coke.

Bruce Winder is a retail analyst and expert in the industry. He said that Pepsi's likely to lower its prices as a result of pressure from an activist shareholder, which would put pressure on Coke’s margins if Coke had to respond by making cuts.

(source: Reuters)