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He killed some of Coke's most beloved brands. And he'd do it all over again

Coca-Cola CEO James Quincey, a 25-year veteran of the company, has been hearing it from disgruntled niche beverage fans. "I got a lot of emails about Tab," Quincey told CNN Business.

The complaints follow a striking decision Quincey made last year to slash the company's portfolio of products in half — killing beloved brands like the diet drink Tab, smoothie brand Odwalla and Zico coconut water in the process. Overall, about 200 brands were on the chopping block.

Quincey even heard about fans who held funerals for their dearly departed favorites. That had to be a "first in my career," he added. Nobody knows better than Coca-Cola that messing with fan favorites has consequences. When the company tried to change Coke's formula in 1985, customers were so distraught that the company quickly reversed course. The famed New Coke debacle proved that loyal customers were not to be trifled with.

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