After outperforming all categories in percentage volume growth during 2008, the sports drink category needs to replenish its electrolytes.
Thanks in part to an exodus of health-conscious shoppers from carbonated soft drinks, isotonic beverages' unit sales spiked 7.4% in food, drug and mass channels (excluding Wal-Mart) last year, according to Information Resources Inc. But now the category is spent, and factors like limited discretionary income, poor marketing and in some cases bad ...
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