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Non-Carbonated Losing Fizz

By Kenneth Hein

The fighting's gotten fierce on the battleground of non-carbonated beverages. How fierce? Consider Coca-Cola's recently reformulated Powerade. Coke decided that adding two more electrolytes to the formula entitled it to slam PepsiCo's Gatorade as an "incomplete sports drink" in ads from Ammirati. Lawyers for the gator bit back, and now the matter's in the hands of the FTC.
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