At CCEP, we are committed to creating value for our customers. We do this not just by focusing on growing our own portfolio of products, but by considering how we can grow the soft drinks category as a whole. With the market continuously changing, it is more important than ever to have the right commercial strategies in place to be able to respond to this evolving landscape.
Putting consumers at the heart and through this lens identifying opportunities for category growth, is key to the success of any commercial strategy. This can engage customers in a way that motivates them to think differently and change how they sell. It can help create partnerships to support them in addressing challenges and opportunities.
It’s in that context that we, alongside The Coca-Cola Company, developed our new vision for the soft drinks category - Refresh Europe1. It is based on the latest consumer data, sets out how our commercial plans are built, and how we plan to grow the category.