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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.

Join The Conversation
CandiFish CandiFish 9 years
I am excited about the new Tava...it is always great to have yummy alternatives to just water. Plus, it's caffeine free too which is a huge plus for me. I can't handle too much caffeine.
runningfool runningfool 10 years
The Tava site looks pretty good http://www.tava.com. The flavors look interesting anyway. I get sick of just water sometimes so I'd probably give it a shot. I mean, I just ate like this giant cookie so diet coke plus or whatever isn't going to do any worse.
amandaaa amandaaa 10 years
YES SO EXCITED I am obsessed with diet sodas, so this should be interesting. just keep in mind that you shouldn't aim to get all your vitamins and minerals from these new diet sodas (or supplements, for that matter.). Eat fruits, vegetables and whole grains to get those, and don't forget to drink water. Can't wait!
designergirl designergirl 10 years
wow- sorry, yumsugar just linked to this after I posted for some reason
designergirl designergirl 10 years
I see nothing wrong with a heart shaped sandwich- on valentine's day when I was a kid, my mom always made me heart shaped waffles and sandwiches. I was one of those weird kids that actually adored squash and other foods kids generally consider icky. If you don't want your child to eat junk, never give them junk. Don't feed them processed food and fast food chicken nuggets. They'll be healthy and develop better palates if they are not exposed to junk foods (which somehow is always synonymous with kid-friendly). Let your kid know that good food comes in all flavors, colors, and cuisines.
DesignRchic DesignRchic 10 years
LOL, these energy drink kicks are cracking me up!
cams cams 10 years
Maybe kids will stop drinking coke and start drinking this... it's still not as healthy and milk and water but its better than um....50+ grams of sugar B3 = niacin...they're basically the same thing
modernage modernage 10 years
Hahaha...i don't know why, but i'm sure this just won't work.
bpjedi bpjedi 10 years
oops--forgot to add... being cheap turns out to be healthier than buying sodas--vitamins or not (1 multivitamin a day isn't expensive). Who knew?
bpjedi bpjedi 10 years
I'm cheap--I just own a couple water bottles (a wee one that fits in many purses, and a big one when I'm hunkering down in a library or teaching all day) and fill 'em with water or tea (loose is cheaper than bagged!) brewed at home. Buying soda and such all the time was too expensive for me to get into the habit of once I was on my own.
a-geek a-geek 10 years
Now this is my kind of fitness! I can finally get rid of that nagging feeling that I need to exercise with new Diet Coke Lite Plus!
lea88 lea88 10 years
what???how may kinds do they have to come up with???
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