I'm not entirely surprised by Coca-Cola's decision to pull the plug on their Costa Coffee plans. It seems like the private equity firms were overestimating the chain's potential for growth, especially considering the current market trends. The UK high street has been struggling with declining foot traffic and increased competition from specialty coffee shops 
. I think it's a good move by Coca-Cola to reassess their priorities and focus on more profitable ventures 
.It'll be interesting to see how Costa Coffee adapts under Henrique Braun's leadership
. Perhaps they can revamp their business model to better compete with the value-led competitors 
. Either way, it's a bittersweet day for coffee lovers 
.
like what was going through their minds? £2 billion is a lot of money lol and I feel bad for those private equity firms who bid on it 
guess they didn't get the memo that Costco has their own coffee shop now 
anyway, I wonder how James Quincey feels about this decision 
they must be expecting some miracle turnaround, right? 
or maybe its just about maintaining control over their brand in the uk market? 