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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