A Cott's spokeswoman says the investor reaction was understandable, but stresses the amount of shelf space lost is still up in the air. "Cott is still in active negotiation, nothing has been
finalized," says Lucia Ross. The reduction will not affect Cott's bottled water products, Ross says.
Veritas Investment Research analyst Peter Holden says Cott is simply the victim of aggressive price competition from competitors with big pockets. "Cott promoted themselves heavily on the idea that store brands would drive Coke and Pepsi out of the market," he says. "Turns out not so much."