Innovation remains a crucial driver of Coca-Cola's healthier options strategy. Recent product launches, such as Sprite + Tea and upcoming expansions, like Coca-Cola with U.S. cane sugar, reflect the company's responsiveness to consumer desires for natural, refreshing and differentiated experiences. Coca-Cola is experimenting with fiber-enriched beverages and tailoring campaigns around health-oriented consumption occasions, such as pairing Sprite with spicy meals or promoting Thums Up with traditional foods in India. These initiatives suggest that while challenges remain, Coca-Cola's long-term commitment to healthier choices could both protect market share and attract new, younger consumers focused on wellness.