Ben Gilbert

It was clear that America was only going in one direction, and sugar and processed foods, coupled with the sedentary lifestyle that a lot of Americans live, is a giant culprit of obesity.

And so Coke's sort of trapped figuring out what to do about this.

The American Heart Association comes out and says the recommended daily limit of sugar for men is 36 grams and women is 25 grams per day.

That's the recommended limit per day.

A 12-ounce can of Coca-Cola contains 39 grams of sugar.

So you've got this sort of hard problem where Coca-Cola itself, just that one product, that one product line, is this unbelievable business.

Super high margin, low capital investment, brand is built and established all over the

It's hard to want to invest in anything else when that's your current business.

And at the same time, they need to.

It's existential.

This product is probably going to only go downhill from here.

Maybe it's got a few more years, maybe another decade of success.

But 50 years from now, will this be your cash cow?

No.

And so how do you start diversifying without admitting that your current main product that is the company's namesake is bad for you?

It's just bad for you.

Yep.

Tough spot to be in.

Not an enviable position to be in.

And you can sort of see how that churns CEOs pretty quickly.