This has been a major cause for distress among investors given that consumers in the North American region have been steadily moving away from fizzy drinks towards healthier options such as juices and sports drinks.
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However, these beverages tend to be priced at lower rates compared to non-carbonated beverages like fruit juices, energy drinks, ready-to-drink beverages and bottled water.
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Gatorade competes in the wider US fruit juices, sports drinks and energy drinks market against players like Coca Cola, Kraft Foods, Dr Pepper Snapple and National Beverage.
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Research shows that other drinks thought to be better --fruit juices, teas and energy drinks-- can also have harmful effects on teeth, turning the pearly whites to shrinking, spotted yellows marred with pockmarks.
That's because soda and other drinks that the companies make, such as sports drinks and juices, are more profitable than bottled water.
Dr. DAVID LUDWIG (Director, Obesity Program, Children's Hospital in Boston): We focused on milk, fruit juices, and soft drinks, because these beverages are highly profitable and heavily advertised to children.
Diet sodas, fruit juices and dairy-based drinks are safe (if more than 50% milk and more than 70% fruit or vegetable juice).
Alternative beverage categories like sports drinks, energy drinks, fruit juices, enhanced water and ready-to-drink coffee have witnessed significant demand growth as a result.
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While Coke, Pepsi, and Dr Pepper Snapple have all aggressively expanded their portfolios to include faster-growing products like sports drinks and fruit juices, a prolonged drop in U.S. soda revenues would represent a serious blow.
There customers find the company's lively greenand- red logo on banners, stalls and most of all on stacks and stacks of its products under eight brand names, from Splash for carbonated drinks and fruit juices to Choc-It for confections.
Coca-Cola, which sells sodas, bottled water, sports drinks as well as juices, described its investments in Myanmar as "significant" over the next three to five years.
More than half of those aged between four and 18 also suffered from dental erosion - when acid found for example in fizzy drinks and some fruit juices directly rots the teeth.
Critics say the measure will be ineffective because it does not limit the size of dairy-based drinks, like milkshakes and fruit juices, which often contain high amounts of sugar and are calorie laden.
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Dentists say sipping fluorescent-colored sports drinks, carbonated beverages and citric fruit juices bathe the teeth in harmful acids.
Drinks are made with more than TLC: Fresh juices, homemade tinctures, and rare liquors go into every concoction.
Energy drinks, carbonated beverages, teas, and citric fruit juices all bathe the teeth in harmful acids.
The tongue is especially useful when it comes to beverages, such as fruit juices, milk, coffee, mineral water, wine and soft drinks.
Mr Cable also used his conference speech to set out proposals for an increase in tax on "high alcohol" drinks to be offset by a cut in the VAT on fruit juices from 17.5% to 5%.
While coconut water typically has less sugar than sports drinks, it also has much less sugar than regular sodas or fruit juices.
The bottled alcoholic drinks are often brightly coloured, carrying fashionable labels and taste strongly of fruit juices rather than alcohol.
Officials know perfectly well that passengers will already have imbibed all the fructarian juices imaginable on the ground and will welcome the alternative of these expensively imported, highly calorific pop drinks to keep their energy levels up during random in-flight activities like mass seat changes and locating serviceable toilets.
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