Coca-Cola CEO places importance on freedom of choice

Coca-Cola Enterprises chairman and chief executive officer John Brock has emphasised the importance of young people having freedom of choice.

In a recent interview with the Wharton School of the University of Pennsylvania, he explained the group’s decisions regarding the withdrawal of some Coca-Cola products from schools, but said it was essential to let those of a certain age decide.

The freedom to "make wise choices" from a "reasonable selection" of diet soft and sports drinks together with enhanced juices was important for pupils at high school, Mr Brock said.

"We feel very comfortable … about the moves we’ve made to voluntarily pull beverages out of high schools," he added. "We think that’s a far better way to go than for the government to be telling us what to do."

The interview also discussed the increased price of fructose corn syrup, which is used in Coke.

Mr Brock said ultimately the challenges presented by commodity prices could be countered if the US government changed the country’s ethanol programme.

Meanwhile, Coca-Cola Enterprises recently issued a statement regarding its financial performance during 2008, stating that its North American operations experienced a stronger than predicted volume performance.