Health continues to be a key area of interest in the soft drinks market, where some products such as juices and water have an inherently healthy image, while others are formulated for specific benefits beyond hydration, perhaps most notably sports and energy drinks. Elsewhere in the mainstream market, companies are continuing to position all types of soft drinks products on various health platforms, from the passive (e.g., sugar-free, low-calorie, natural, etc.), to the active (e.g., vitamin- and mineral-fortified, added-calcium and functional). Companies are also featuring specific health benefits like immune, heart, oral, etc.
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