Since its inception in 1886, the Coca Cola Group has always been associated with the manufacture and sale of flavoured, carbonated beverages. However, in recent years, the sale of carbonated beverages has been exhibiting long-term decline, forcing the company to investigate new products to add to its portfolio. Today, Coca Cola is active in fruit juices, sports drinks, energy drinks, ready-to-drink tea and coffee, still and sparkling mineral waters and vitamin waters. Coca Cola's move into a more diverse range of beverages is an example of ________.