It's Official: Action Alerts PLUS beats the S&P 500 with Dividends Reinvested! Jim Cramer and Stephanie Link were up 16.72% in 2012. Were you? See what they are trading for 14-days FREEA few examples of major beverage producers tapping into growing markets include Coca-Cola’s Zico, which is a coconut water beverage, and Pepsi’s fruity Naked juices. There has also been a big push to develop zero calorie natural sweeteners, which represent 30% of the U.S. soda market. Pepsi launched Pepsi Next last year, while Coke is testing low-calorie versions of Sprite and Fanta. Dr Pepper Snapple is also looking to launch 10-calorie versions of 7-Up and Sunkist. Business Solutions: Investing Ideas Soda is loosing ground as a staple in the U.S. As consumers grow more health conscious, soda sales will continue to fall and take on the form of an occasional treat, rather than its old stand-by as a meal’s counterpart. The costs of developing new sweeteners must also be considered when looking at these companies. Pepsi’s chief executive has said that they are 90% closer to a breakthrough in sweeteners, but acknowledged the last 10% is the hardest.