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The most obvious example would be with a soft drink, Coke or Fanta say.
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In order to make low calorie drinks taste better, soft drink makers led by Coke, Pepsi and Dr. Pepper Snapple are experimenting with natural, low calorie sweeteners and flavor enhancers.
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Spurred by Coke's acquisition of Cadbury's soft-drinks brands outside America, authorities from Chile to Australia to Europe are scrutinising Coke's market share and business practices.
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It is almost reminiscent of the cola wars, with Coke and Pepsi fighting over the soft drink taste preferences of millions around the world.
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Today, Freestyle Coke machines let us design our own soft drinks, freestyle yogurt shops let us create our own confections.
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First news hit the markets that for the first time ever, Diet Coke had overtaken Pepsi as the second-most popular soft drink in the country, behind Coca-Cola.
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About 60% of Coke's revenue in the U.S. is derived from carbonated soft drinks, compared with about a quarter at PepsiCo.
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The soft drinks firm said they "did not feel it was appropriate" to use him at this time on their Coke Zero packs.
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