Coca-Cola plans 500 Freestyle machines this summer

Coca-Cola Co. plans to put 500 of its "Freestyle" fountain machines in the market this summer as part of pilot tests, CEO Muhtar Kent said on a conference call with analysts Wednesday. The machine, which offers 106 brands and allows consumers to mix and match to create customized drinks, is currently in a few markets, including Atlanta and Dallas. Coca-Cola plans to introduce it in Orlando and Chicago as well.

"We see great consumer acceptance and excitement," Kent said. "We think this will benefit our business, in addition to everything else we're doing. I want to stress this is a long-term play." Kent said that the benefit for Coke includes boosting sales among existing customers, as well as earning new retail accounts for Coca-Cola.