The deal also marks a comeback for Crush, a well-known brand that faded from store shelves after several bottlers dropped it for other brands. PBG will gain a widely recognized brand to
take on Coca-Cola Co.'s Fanta, the leading orange soda by volume.
The market for orange sodas -- which includes fruit flavors such as grape and pineapple -- only account for a 4.1% share of the market, according to Beverage Digest. But fruit-flavored sodas are performing better than other giant soda brands partly because they are popular among the growing number of Hispanic consumers in the U.S., according to Jim Johnston, Dr Pepper Snapple's president of sales. "We believe Crush has some unlocked potential," he says.
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