Coke will also test a waste management system that could be useful at future major sporting events and festivals.

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Armed with hourly data from its 5, 300 U.S. cash registers and close ties to its own roster of independent suppliers, 7-Eleven can come up with new products faster than Coke--and market-test them in the real world, instead of with polls and focus groups.

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Judging from a taste test--less sweet and less bubbly than Coke, with a lemony aftertaste--Red Bull Cola will have a tough time competing with the giants.

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One couple posted a video on YouTube in which the wife claims to be able to recognize whether Coke is in a white or red can during a blindfolded taste test.

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In the neural taste test of 40 subjects, Montague found that kind of response less powerful with Coke.

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