Coke's Not The Only Real Thing in West Midland's Shops

1.07.12pm BST (GMT +0100) Wed 20th Oct 2004

Soft drinks manufacturer Coca-Cola has been ordered to open up its fridges in a deal to give West Midlands consumers more choice. The European Commission had accused the giant US company of using its commercial strength to crush competitors.

Now, after a 5-year battle with Brussels, the Coca-Cola company has backed down and agreed to scrap marketing practices that have kept other carbonated soft drinks off the shelves.

The deal has been welcomed by West Midlands Liberal Democrat MEP Liz Lynne, who says that consumers have for too long been denied a proper selection.

She said: "Over the years the situation has got worse and worse. Go into any local newsagent or garage now and it's almost impossible to find something to drink that's not one of the brands made by this company.

"Coke has been told that it isn't the only real thing, and people will be able to choose from a wider selection of drinks as a result. But it has taken the power of the European Union to force one of the world's largest multinationals to back down."

The company has agreed to EU demands that retailers should be allowed to use 20% of the space in their cabinets to stock other drinks even if the chilling equipment has been provided by Coca-Cola.

It will also no longer force retailers to buy its less popular brands,

such as Sprite or Vanilla Coke, in return for being allowed to sell Coke regular or Fanta Orange. The European Commission says that it will use its anti-trust powers to force Coca-Cola to pay huge fines if the company backtracks on the agreement.

ENDS.