In the past, people seeking to avoid the aging process would dream of someday encountering that mythical and seductive fountain. More recently, the quest for eternal youth, or at best sustained vigor, has led some consumers into supermarket beverage aisles. As more and more beverage vendors jump on the "better-for-you" bandwagon, the New Age beverage category continues to blossom. Supermarket retailers are taking the segment more seriously as it matures, evidenced by updated aisle signage ...

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