Why Coca-Cola Keeps Its Recipe in a Vault

Coca-Cola's recipe sits behind a round steel door in downtown Atlanta. Anyone can buy a can for a couple of bucks and send it to a lab, so why does a company worth hundreds of billions guard a piece of paper like gold bullion? This is the story of a formula handed to a bank as collateral in 1919, a company that walked away from India rather than share it, and the 79 days of New Coke. Along the way: a 1979 newspaper photo that may have printed the recipe and a coca leaf import that needs a DEA license. Chapters: 00:00 Intro 03:01 The Secret Goes to the Bank 04:47 Walking Away From India 05:40 Seventy-Nine Days #cocacola #tradesecret #businesshistory