From the archive: Coca-Cola changes its formula – 25 April 1985

25 April 1985: The new taste is said to be smoother, rounder and bolder, not to mention more harmonious

The hard-nosed men of the New York Stock Exchange yesterday made a snap judgment on the most sensational news in the mighty American soft drinks industry for 99 years. Without even trying the new, sweeter formula Coca-Cola, they backed the initial shock reaction of the amateurs: it tastes more like Pepsi.

By lunchtime yesterday Coca-Cola shares had taken another 1.50 cent pounding on top of the 1.60 they sustained in late trading after the new formula was officially unveiled on Monday, despite the assurances of Coke’s chairman, Mr Roberto Goizueta, that the new taste is smoother, rounder and bolder, not to mention more harmonious. Reporters disagreed.

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