# How can a recipe be secret? **URL:** \ **Category:** Factual Questions\ **Created:** [May 5, 2009, 3:56am UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387 "2009-05-05T03:56:50Z")\ **Posts on this page:** 5\ **Page:** 2
**Author:** ![MikeS](https://avatars.discourse-cdn.com/v4/letter/m/919ad9/32.png) [@MikeS](https://boards.straightdope.com/u/MikeS)\ **Post date:** [May 6, 2009, 12:56pm UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387/21 "2009-05-06T12:56:44Z")
> [@Apocalypso](#): > > I remember reading somewhere (might’ve been one of Poundstone’s books) that Coke knows what Pepsi’s “secret” formula is and vice versa. I suppose that if Pepsi already knew the Coke formula, it might explain why [Pepsi tipped off the feds when someone tried to sell them the Coke recipe.](http://www.washingtonpost.com/wp-dyn/content/article/2006/07/05/AR2006070501717_pf.html) ---
**Author:** ![Captain\_Amazing](https://avatars.discourse-cdn.com/v4/letter/c/6de8d8/32.png) [@Captain\_Amazing](https://boards.straightdope.com/u/Captain_Amazing)\ **Post date:** [May 6, 2009, 1:15pm UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387/22 "2009-05-06T13:15:57Z")
> [@MEBuckner](#): > > The Big Secret presumably is not the carbonated water or the high-fructose corn syrup or even the caramel coloring, but rather exactly which “natural and artificial flavors” we’re talking about. Carbonated water? So THAT’S why it’s so bubbly. ---
**Author:** ![pulykamell](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/pulykamell/32/3166_2.png) [@pulykamell](https://boards.straightdope.com/u/pulykamell)\ **Post date:** [May 15, 2009, 4:33pm UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387/23 "2009-05-15T16:33:57Z")
> [@MikeS](#): > > I suppose that if Pepsi already knew the Coke formula, it might explain why [Pepsi tipped off the feds when someone tried to sell them the Coke recipe.](http://www.washingtonpost.com/wp-dyn/content/article/2006/07/05/AR2006070501717_pf.html) And even if they didn’t, of what real value would the Coke formula be to them? It’s not like they’re suddenly going to want to produce Coke clones after years of brand-building and creating a distinct cola flavor profile that’s uniquely theirs. I could see cheap, generic knockoffs and store-brands copying formulas, but the industry leaders? ---
**Author:** ![Chronos](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/chronos/32/134_2.png) [@Chronos](https://boards.straightdope.com/u/Chronos)\ **Post date:** [May 15, 2009, 5:53pm UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387/24 "2009-05-15T17:53:29Z")
Especially when you consider that most people like the taste of Pepsi better. The only reason Coke has so much market share is its brand recognition, and the secret recipe wouldn’t give Pepsi that. ---
**Author:** ![Balthisar](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/balthisar/32/2825_2.png) [@Balthisar](https://boards.straightdope.com/u/Balthisar)\ **Post date:** [May 17, 2009, 4:21am UTC](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387/25 "2009-05-17T04:21:04Z")
> [@Chronos](#): > > Especially when you consider that most people like the taste of Pepsi better. The only reason Coke has so much market share is its brand recognition, and the secret recipe wouldn’t give Pepsi that. I’ll dispute that without a cite. No, not the “people don’t like Pepsi better part,” but the brand recognition part. Let’s limit this to the United States. I mean, isn’t it reasonable to think that 100% of the adult US population recognize both brands? I can’t imagine there’s a disparity in brand recognition. That’s not to say that there’s not a disparity in brand penetration – think restaurants here. I wonder, what are the brands’ reach in _retail_ sales where one has a choice in soda? (In restaurants, it’s common to ask for “Coke or Pepsi, whatever you have”). (For the record, I did the “Pepsi Challenge” back when they were doing that. I recognized the Pepsi immediately and went for the Coke. This was back before “New Coke”. I’m not really a soda-pop drinker, though, preferring things made from grains and fermented these days.) [Previous page](https://boards.straightdope.com/t/how-can-a-recipe-be-secret/495387.md?page=1)