Slideshow: Beverage innovation blurring category lines

CHICAGO — Carbonated soft drinks, juice and milk are losing share to smaller, trending beverages, including ready-to-drink coffee, sparkling bottled water and non-dairy milk, according to a new report from Mintel, Chicago. In an effort to spark interest in stagnant categories, manufacturers are introducing hybrid drinks that combine flavor and functionality and blur beverage segment lines. An example is Mtn Dew Kickstart, a mashup of soda, juice and energy drink from PepsiCo, Inc., Purchase, N.Y.

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