Jeffrey Farrow was recently quoted in IAM on the viral claim that Coca-Cola’s closely guarded formula has been reverse engineered. As Jeff explains, while attempts to replicate food products are common, competitors rarely succeed in duplicating exact taste and formulation due to the many variables involved. He also underscores a key legal reality: reverse engineering—when a product is lawfully obtained—is a permissible practice, and a risk companies inherently accept when bringing products to market. In that context, sustained competitive advantage often hinges less on secrecy alone and more on brand strength and market positioning.
