Some think if an investment idea is well-known and seems obvious it can't be really good. In 1938, Fortune Magazine concluded "Several times every year, a weighty and serious investor looks long and with profound respect at Coca-Cola's record, but comes regretfully to the conclusion that he is looking too late." Since that time, Coca-Cola has grown significantly both domestically and around the world. It was not too late in 1938, and we believe it is far from that today.
In the letter, there is other commentary by the Yacktman team on Coca-Cola worth checking out. They explain their view of why Coca-Cola is likely to produce double digit long-term returns at lower risk than the market.