<body><p>STORY: Coca-Cola is rethinking how to make its drinks more affordable, as the beverage giant sees some of its customers are struggling with rising costs.</p><p>That’s what Coca-Cola's CFO John Murphy told a Deutsche Bank consumer conference in Paris on Thursday.</p><p>Murphy said the company, which raised its annual profit target in April, was navigating the disruption from the U.S.-Israeli war on Iran quote, "not perfectly well, but without fear, without trepidation."</p><p>He called the outlook in the Middle East “still not clear,” and added it would be a focal point as the company goes into next year.</p><p>:: Coca-Cola</p><p>Coca‑Cola is leaning on a mix of pack sizes, formats and price points, from smaller, lower-cost, single-serve options to larger and premium offerings, to cater to a wider range of consumers while keeping prices affordable for budget-conscious shoppers.</p><p>Recent earnings from major U.S. retailers suggest consumers remain resilient but are spending more selectively.</p><p>Rising gas prices linked to the Iran war and persistent inflation are weighing on budgets.</p><p>Murphy said some consumers are resilient while others aren’t, and pointed to those earning $50,000 - $60,000 as being under particular strain.</p><p>Shares of Coca-Cola were little changed in Thursday morning trading, but have risen about 13% so far this year, slightly better than the S&P 500.</p></body>
