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Coke and Pepsi Jump on the Energy Drink Bandwagon

The fact that more and more consumers are choosing bottled water, both sparkling or non, as well as green tea beverages instigated the two cola giants, Coke and Pepsi, to rethink their products. Even though the soda business remains a $68 billion industry, profits dipped in 2005 and the big TWO are looking for new ways into consumer pockets.

Enter Diet Coke Plus and Tava, Pepsi's stab at a healthy non-soda alternative. Both companies will be releasing their new carbonated, vitamin and mineral fortified beverages in upcoming months. Diet Coke Plus will be enhanced with niacin, vitamins B6 and B12, magnesium and zinc, while Tava will contain B3, B6 and E, and chromium. The companies will not be labeling the drinks "soda," since folks are starting to realize that diet sodas, while low in calories, are not exactly healthy.

The CEO of Coca-Cola’s asserts that "“Diet and light brands are actually health and wellness brands.” Yet, other players in the beverage industry feel it is a joke to market artificially sweetened soft drinks as healthy even if they are fortified with vitamins and minerals.

I guess we will all have to wait and see what they actually taste like and how many artificial ingredients they contain.

Fit's Tip: Since more and more research suggests that the best way to reap the benefits of vitamins and minerals is to eat them in real food, I say stick to water, fruit juice and tea.

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