Coke keeps coffee secret close to home

By SCOTT LEITH
The Atlanta Journal-Constitution

Coke's secret was hidden in plain sight.

Viaa Cafe, an experimental coffee brand that Coke has kept hush-hush, is being tested at the Celebrity Cafe & Bakery on Peachtree Street in Midtown Atlanta, scarcely more than a mile from Coke's headquarters.

Viaa Cafe is the work of "Operation Buzz," a furtive program Coca-Cola put together late last year to weigh whether the company wants to get into the coffee business, the fourth-biggest segment of the U.S. beverage industry.

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