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Positions SoBe to take on hot-selling upstart in flavored category
PEPSICO, learning not to underestimate an upstart, is sending its SoBe brand to do battle with Glaceau's fast-growing Vitamin Water.
SoBe has until now ignored Glaceau despite its strength in markets such as New York, because of its relatively tiny size and lack of a powerful distribution system.
But despite being available in only about 57% of the country, sales of Glaceau's enhanced waters ha ve more than tripled in sales in food, drug and mass merchandisers since 2002 to $54 million for the...