Buzz
Few brands in history can rival Coca-Cola’s iconic status and mythos. Founded in 1886 by John S. Pemberton, a pharmacist and former Confederate soldier, the company has been passed through many hands over the years. Despite the changes, the legendary formula for its flagship product has remained one of the most tightly kept secrets, known only to a select few within the company. Thanks to some questionable health claims and an innovative marketing approach—it’s believed that Coca-Cola was the first to use coupons—Americans quickly became enamored with Coke.
Of course, no relationship is without its challenges, and by the 1930s, Coke’s elusive nature collided with a growing consumer group: Orthodox Jewish immigrants. Their strict dietary laws prohibited consumption of anything that didn’t adhere to stringent rabbinical rules. So how did Coke earn its kosher certification while preserving its prized secret formula? Through a delicate balance of compromise and scientific innovation.
OUT WITH THE OLD
In 1935, the worlds of modern consumerism and traditional values collided in Atlanta, the headquarters of Coca-Cola. As the company approached its 50th anniversary, Coke had become a national symbol, found in nearly every soda fountain across the U.S. Millions of gallons were being consumed annually, with many of those drinks enjoyed by immigrants who had settled throughout the country. Enter Tobias Geffen, a Lithuanian Jew who had moved to Atlanta 25 years earlier to lead Congregation Shearith Israel. Recognizing the connection between Rabbi Geffen and Coca-Cola, rabbinic leaders from across the country began reaching out to him, asking whether Coke was permissible for Orthodox Jews based on its ingredients. Uncertain about the answer and unaware of Coke’s strict secrecy regarding their formula, he contacted the company and requested a list of ingredients.
In an unexpected move, Coke agreed to share the ingredient list with Rabbi Geffen, but only if he swore to keep the formula confidential. However, they did not provide the specific quantities of each ingredient, which was just as crucial as the list itself. Upon reviewing the ingredients, Rabbi Geffen found that it included glycerin, a sweetener derived from non-kosher beef tallow. Although the amount was small enough to technically meet kosher standards, Geffen concluded that because the glycerin was intentionally added rather than being a byproduct, he couldn’t approve the certification. After hearing his ruling, Coke’s chemists began working on finding a kosher substitute for tallow that wouldn’t alter the flavor. They eventually settled on glycerin made from cottonseed and coconut oil, a solution that satisfied both parties, leading Geffen to grant his approval.
However, a new issue arose during Passover. The dietary laws during this holiday are even stricter, and the small amounts of alcohol present in Coke from grain kernels were classified as chametz, which is forbidden during Passover. Once again, Coke’s scientists got to work, discovering that they could replace grain-based sweeteners with those from beet and cane sugars without changing the taste. Since then, during the weeks leading up to Passover, Coca-Cola produces a modified formula using cane sugar instead of high-fructose corn syrup, just like the much-coveted Mexican Coke, and it is bottled with a yellow cap to indicate it’s kosher for Pesach.
COKE AND DAGGER
Aside from one notable misstep in the mid-80s, Coca-Cola’s flavor has remained remarkably consistent for over a century, which, more than any marketing or ubiquity, is likely the main reason for its enduring success. Nonetheless, the drink continues to be subject to periodic rabbinical review to maintain its kosher certification. Coca-Cola’s executives, however, are no longer as open with the details of the formula as they were in Rabbi Geffen’s time. Today, the company simply provides a long list of ingredients for approval, all of which are certified kosher, though only a select few of these ingredients are actually used in the formula.
