Comment / Supply chain radar: Behind Coca-Cola's breakbulk blueprint – 'taste the feeling'

Yesterday came the news that UK supermarket Asda has become the latest shipper to charter its own vessel to overcome the supply chain chaos – a ship carrying 350 boxes is now en route to the UK.

These stories are becoming increasingly common, but the stand-out star remains remains the world’s favourite soft drink… remember the Coca-Cola post on social media that went viral for choosing breakbulk over containers?

Quick recap 

“When you can’t get containers or space due to the current ocean freight ...