Pasteurization, which involves heat treatment, would have killed the bacteria in the Odwalla products.

CNN: E. coli poisoning leads to Odwalla juice recall

PepsiCo already sells a refrigerated smoothie under its Naked Juice line, as does Coke under its Odwalla line.

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Health officials in Washington state linked 10 of 13 cases of E. coli infection to Odwalla fruit juices.

CNN: E. coli poisoning leads to Odwalla juice recall

In Colorado, officials said at least four cases of E. coli poisoning was most likely associated with Odwalla juices.

CNN: E. coli poisoning leads to Odwalla juice recall

Odwalla sells 12 other products, from strawberry lemonade to a vegetable cocktail, that do not contain apple juice and are not affected by the recall.

CNN: E. coli poisoning leads to Odwalla juice recall

The other potentially tainted Odwalla flavors are: Mango Tango, Super Protein, Strawberry Banana Smoothie, Raspberry Smoothie, C-Monster, Mo'Beta, Femme Vitale, Strawberry C- Monster, Superfood, Serious Ginseng and Deep in Peach.

CNN: E. coli poisoning leads to Odwalla juice recall

An early pioneer in the health food space as the founder of The Republic of Tea and later of Odwalla, Rosenzweig is no stranger to understanding the innovation trajectory.

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Last fall, one child died and more than 60 people in the Western United States and Canada became sick after drinking unpasteurized Odwalla apple juice that was contaminated with the E. coli bacteria.

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Health officials used dietary histories taken from the victims and genetic "fingerprinting" of the bacteria to trace the outbreak to a batch of unpasteurized apple juice that Odwalla uses as an ingredient in many of its mixed-fruit beverages.

CNN: E. coli poisoning leads to Odwalla juice recall