Product and package innovation dominates functional soft drinks market

Competition among the major drinks corporations is high in the health and wellness soft drinks market, reaching $140 billion in 2006.

But some companies are teaming up to "work" the market—joining forces to produce innovative products and packages with their combined resources. One example, Coca-Cola joined Nestlé to create Enviga, an energy drink which claims to help consumers burn off calories. Still, there is room for go-getting smaller companies to address specific concerns with targeted products.
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