re coke/pepsi "This could be huge"2 Apr 2009 09:24
http://www.southcoasttoday.com/apps/pbcs.dll/article?AID=/20090402/LIFE/904020326/-1/ENTERTAIN
By RICHARD SOLASH
COLUMBIA NEWS SERVICE
April 02, 2009 6:00 AM
Sprite Green is the latest addition to the world of Coca-Cola products, and its name refers not just to the color of the can or the beverage. This diet soda is green in a deeper sense, deriving its sweetness not from artificial saccharin or aspartame, but from a natural, zero-calorie sugar substitute that many experts believe is primed to take supermarket shelves by storm. It's called stevia, and since the Food and Drug Administration gave it its official blessing in December, some in the beverage industry have been hailing it as the Holy Grail of sweeteners.
"This could be huge," said Daniel Fabricant, vice president of scientific and regulatory affairs at the Natural Products Association, an advocacy and lobbying group. "Stevia is the only non-calorie, natural sweetener that has been approved as a food additive, which means that it can now be used in all conventional food products."
That could mean a much-needed boost for Coke and Pepsi, whose cola sales have been slumping. With obesity skyrocketing and a natural lifestyle more fashionable than ever, many consumers have shied away from sugary drinks in favor of more healthful refreshment. In response, the beverage giants have devoted more attention to their water and juice lines.