The mystery of Coca-Cola's recipe remains, but Coke has revealed that it's flagship product is "natural" in an advertising campaign launched in the U.K. The New York Times story, "Campaign Reveals Just a Little Bit of Coke's Secret Formula", goes into further detail about this uncloaking, but it appears this move is a market test to see how young consumers react to this new messaging.
If successful, this marketing will mark a significant shift in Coke's lifestyle and attitude presentation, to one boosting its health credentials.
Clearly, health is no longer viewed as a passing fad by big food & beverage companies, as they experiment with changing the way they position their legacy brands and products.
Consumers aren't stupid, however, and NBJ expects that the beverage that will help take rust off nails will struggle to be seen as a natural product.
Still, my favorite is the "science" of combining mentos and coca-cola. For anyone that's attended SupplySide West, you'll appreciate this video.