Dive Brief:
- Coca-Cola Company Chief Technology Officer Guy Wollaert told India's Live Mint that personalized drinks based on individuals' genetic makeup are the future.
- Wollaert says that devices that track physical activity or lack thereof, as well as services that tell people more about their genetic makeup, are paving the way for drinks that will track the body's hydration—with further personalization to follow.
- The CTO also pushed the beverage maker's commitment to become water neutral by 2020, something he says doesn't apply directly to operations, but will be done through partnerships.
Dive Insight:
The idea that it will be possible to personalize beverages based upon an individual's genetics is interesting. It's also sure to bring some conspiracy theorists out of the woodwork. If nothing else, these tailor-made beverages will likely be highly marketable to upscale consumers.