This past year has been a soft one for the soft drink category, with pricing pains and emerging beverage categories leaving sales flat. However, industry experts predict that strong promotions peaking in the fourth quarter, along with proper positioning, will help the category regain its sparkle. Recent price hikes on concentrates have been credited as the leading contributor to lagging sales, serving up the largest obstacle to sales and case movement. Layered on top of increased ingredient ...
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