In the last few years, sales of natural and organic foods have become big business. Annual revenues have nearly tripled since 2001, and they now exceed $91 billion. Healthy food isn't just for hippies any more, and corporate America wants in on the action.
With demand for the company's carbonated and artificially flavored sugar water declining, hope for Coca-Cola's profitability has been increasingly resting on the brands it markets as healthier alternatives. But there's a problem.