Coca-Cola Can't Catch Goizueta With Coke, Tries Lab

Roberto Goizueta, the late, legendary Chief Executive Officer of Coca-Cola Co., fueled a 39- fold surge in the company's stock by relying on its flagship brand: Coke.

Now, after the U.S. market for soft drinks shrank for two years, current CEO Neville Isdell has turned to the lab to try to restore growth and revive the shares by creating new drinks with proven health benefits. Some say it's too little, too late.

"They're doing the right thing with these new drinks, but I still see a problem for them with reliance on soft drinks,'' said Walter Todd, a principal at Greenwood Capital Associates LLC, which held Coca-Cola shares when they peaked. The South Carolina firm is affiliated with WealthTrust LLC, which manages $6 billion.

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