There has been a lot of buzz recently around the possibility that Coke’s secret formula has finally been revealed to the public. Is it true? Does it matter?
Did you know only two Coca-Cola executives are allowed to know the recipe for creating the sugary syrup that goes into Coke? And that those two execs aren’t allowed to fly on the same plane for fear that it may crash and the formula will be lost forever?
But don’t think Coca-Cola is unique. There are similar stories for Dr. Pepper’s 23 flavors, KFC’s blend of 11 herbs and spices, and many others. Did you know KFC’s 11 herbs and spices are mixed at two different locations and then combined at a third so that the mixers don’t learn the formula?
Does it actually matter? I love all the secrecy, but I hate to break it to you, Coke isn’t successful because of their product. It’s their brand. It’s their advertising. It’s the memories.
And Coke knows this. All the secrecy is good publicity, so they aren’t about to publish the formula in the New York Times. But they know their true assets. As any good product manager knows, it is not all about the product.
This all reminds me of when one of my friends worked at a cookie store in town with a top secret cookie recipe that yielded the most delicious cookies of all time. When he was quitting, we asked him for the recipe. He said, “No problem, I have it memorized. 2 pounds of butter …” We didn’t have that much butter so we lost interest.
It turns out Coke has another secret weapon up its sleeve: one of the ingredients is illegal in the United States, unless you’re Coca-Cola. That’s right, one of the ingredients is fluid extract of coca, taken from coca leaves that have had all the cocaine removed. The DEA currently only allows one plant in New Jersey to import these leaves and I bet you can guess the company with whom they have formed an exclusive deal.
Sources:
- Snopes.com on the Coke secret formula
- ABC news on the possibility of the formula recently released. Check out the second page for other food industry secrets and rumors.
Photo: Morgan
So I heard this story on This American Life, and I found myself intrigued by the power of the brand secret. It is such a wonderful device for creating buzz.
Turns out though, that even if you did have the real formula, and released it to the world, these companies would not sue you in order to avoid actually having to release their alchemical concoction to the world.
So, while TAL may have the actual original formula, Coke will never take them to court for it.
If only WikiLeaks had that kind of safety net when releasing secrets…
That is very interesting. I suppose that is the beauty of having a case tried in a military court instead!
I want Lady Di’s snickerdoodles! We could have gotten 2 pounds of butter … now we’ll never get the recipe
Yea, I don’ think he has the recipe memorized anymore …
Who had the recipe originally? Someone I know?