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Blurring category lines - Adjust Your Focus

October 11, 2018

"Crossover products are now a key element of corporate NPD strategy for major beverage companies across categories. This is already visible to an extent in the beverage aisle, with sparkling juice, water, and iced-tea brands competing with carbonates. Likewise, alcoholic-drinks companies are entering the non-alcoholic category, while they themselves will likely be disrupted by cold-brew coffee, cannabis drinks, and adult soft drinks"