Going Like Sixty
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Coke vs. Pepsi; Truvia vs. PureVia. It looks like Pepsi beat Coca-Cola at the sweet water competition. Pepsi will soon launch a new line of beverages using the natural, no-calorie sweetener based on the Stevia plant. Pepsi will sell a version of their SoBe drink in Peru which will be sweetened with PureVia. PureVia will hit U.S. tabletops later this fall, but the FDA hasn’t approved it as an additive. So while it’s OK to eat it on top of food, or dissolved in food, the FDA says it can’t be added to food by manufacturers. Previously, Coke said that Truvia, their version, would be coming to market soon.  "Consumers have always been looking for a beverage that is natural, tastes great and has no calories, and SoBe Life with PureVia answers the call," said Massimo d'Amore, CEO of PepsiCo Americas Beverages, in a press release. "This will have great appeal to health-conscious people who are looking for hydration and natural ingredients."
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