{"id":137301,"date":"2025-12-11T09:34:27","date_gmt":"2025-12-11T08:34:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137301"},"modified":"2025-12-11T09:34:29","modified_gmt":"2025-12-11T08:34:29","slug":"coca-cola-verandert-van-ceo","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/coca-cola-verandert-van-ceo\/","title":{"rendered":"Coca-Cola verandert van CEO"},"content":{"rendered":"\n<p><strong>Coca-Cola<\/strong> krijgt op 31 maart een nieuwe CEO: James Quincey, topman sinds 2017, draagt de fakkel over aan operationeel directeur Henrique Braun. Quincey wordt uitvoerend voorzitter en blijft zo een invloedrijke stem binnen de groep.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Meer dan cola<\/h2>\n\n\n\n<p>Quincey leidde de onderneming door een periode waarin consumenten steeds minder suikerhoudende dranken kochten. Hij hertekende het portfolio grondig, schrapte zwakke schakels en verbreedde de blik van Coca-Cola naar een \u201ctotaaldrankenbedrijf\u201d. Onder zijn leiding kwamen meer dan tien merken boven de omzetgrens van \u00e9\u00e9n miljard dollar, waaronder BodyArmor, Topo Chico en Fairlife.<\/p>\n\n\n\n<p>Hij snoeide tegelijk in het aanbod. Zo gingen Honest Tea en Tab uit het schap en verkocht Coca-Cola kokoswatermerk Zico. De strategie draaide rond het prioritiseren van minder, maar grotere merken. Hij investeerde verder in kleinere blikformaten en suikervrije varianten en bracht Coca-Cola via partnerships met Molson Coors en Brown-Forman opnieuw in de alcoholcategorie.<\/p>\n\n\n\n<p>Braun moet nu als nieuwe CEO moet verdere groei realiseren in een markt waar klassieke frisdranken terrein verliezen ten voordele van water, sport- en energiedranken. De topman krijgt de taak in te spelen op die verschuiving, zonder de kernactiviteiten te verwaarlozen. Hij kent het bedrijf alvast door en door: sinds zijn start in 1996 werkte hij in Noord-Amerika, Europa, Latijns-Amerika en Azi\u00eb in functies vari\u00ebrend van supply chain en marketing tot innovatie en bottelarijactiviteiten.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola krijgt op 31 maart een nieuwe CEO: James Quincey, topman sinds 2017, draagt de fakkel over aan operationeel directeur Henrique Braun. Quincey wordt uitvoerend voorzitter en blijft zo een invloedrijke stem binnen de groep.<\/p>\n","protected":false},"author":5,"featured_media":19607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[222],"topic":[478],"region":[207],"class_list":["post-137301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-coca-cola","topic-managementwissel","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola verandert van CEO - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola krijgt een nieuwe CEO: James Quincey, topman sinds 2017, draagt de fakkel over 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