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On this week’s Fortune First, Coke or Pepsi.
It is the question that has fueled the rivalry known as the cola wars for decades, but the fight is no longer just about the cola.

Americans are drinking less carbonated sodas and they want healthier things. Coca Cola launched Coke Zero, a calorie-free drink sweeter than Diet Coke and recently purchased Vitamin water .the company also created "Make every drop count ,"an interactive program which encourages coke drinkers to live healthy and active lifestyles. Pepsi is not missing a beat either.

They’ve been buying healthier brands, Naked Juice, Star Foods, one of their key divisions is Quaker Foods which of course makes a variety of healthier alternatives. They had a whole chain of vast food restaurants they don’t earn Nos any more. One of the things they have done which is kind of innovative is they put together a theatre group. Basically it’s alternative to the focus group.

These places don’t promote Pepsi so much as healthy lifestyles to the audience of retail Executives and Pepsi sales teams.

Coke and Pepsi are not the only companies those struggling to meet consumer’s demands. Many fast food giant have added healthier options to their menus.

Rivalries are ultimately always a good thing for the consumer at least because they spur competitiveness

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