Who's a member of the Pepsi Generation. Yes, it's tough times for Big Soda in the U.S. "The entire [U.S.] carbonated soft drink category has been down for nine years," says John Sicher, editor of Beverage Digest."Diet [soft drinks] are declining at a steeper pace than sugared [soft drinks]," likely because some artificial sweeteners have been linked to cancer in some studies.
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