But some companies are teaming up to "work" the
market—joining forces to produce innovative products and packages with
their combined resources. One example, Coca-Cola joined Nestlé to
create Enviga, an energy drink which claims to help consumers burn off
calories. Still, there is room for go-getting smaller companies to
address specific concerns with targeted products.
Product and package innovation dominates functional soft drinks market
Competition among the major drinks corporations is high in the health and wellness soft drinks market, reaching $140 billion in 2006.
May 31, 2007
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