Word: lempert
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Dates: during 2005-2005
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...with Lime; diet drinks make up 29% of the soda market, according to Beverage Digest. Pepsi earlier this year announced that Diet Pepsi would become its flagship brand, a tectonic shift. "Cola is the fastest-declining category, and for Coke to succeed, they need a new blueprint," says Phil Lempert, food-industry analyst and author of The Lempert Report...
...Lempert and others argue that it's time for Coke to tamper with its famous and famously secret ingredient mix. Most Coke is sweetened with high-fructose corn syrup, yet kids in Latin America are drinking sugar-based, fruit-flavored beverages, he says. Lempert says the cola market will continue to dry up without a radical recipe shift. "The savior of cola, and I don't know who's going to do it first, Coke or Pepsi, is the reintroduction of the core product, substituting sugar for the high-fructose corn syrup...