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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