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USA: Comment - Coca-Cola/Odwalla: treats, not tricks

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Coca-Cola has agreed to buy Odwalla for $181m. With the Halloween season in full swing, Coca-Cola has added the California-based alternative beverage maker to its goody bag. Integrating Odwalla with the major corporation will be a challenge. The popularity of Odwalla and similar brands come as consumers look for a true 'alternative' in terms of selection as well as corporate philosophy.


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