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Coke has even taken on the question of obesity head-on in TV commercials, hoping to convince people that physical activity can let them enjoy some guilt-free refreshment. To make up for the declines in the meantime, the industry is relying on bottled waters, teas, sports drinks and other beverages to boost sales. They're also looking overseas to emerging markets, where middle-class populations are growing and there's a greater potential to sell them more drinks. Still, the North American soda market remains crucial for Coke, Pepsi and Dr Pepper. Their executives have steadfastly expressed optimism that a yet-to-be developed soda made with a natural, low-calorie sweetener can help turn around the soda slide. PepsiCo has said its work on a sweetener mix could potentially "alter the trajectory of our cola business in a meaningful way." But it has yet to provide any more details.
[Associated
Press;
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