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Reaching out to younger consumers has become particularly important for both companies at a time when consumers can choose from more and more beverages. Energy drinks, sports drinks and bottled teas, for example, are enjoying growth in the U.S. while soda consumption has been on the decline. In many cases, consumers want a special "benefit" from their drink, whether it's antioxidants or a shot of caffeine. Sodas, by contrast, are often considered empty calories.
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