Mid-calorie soda: 'Sitting there in the middle you get crushed from both sides'
However, mid-calorie carbonated soft drinks such as Pepsi True and Coca-Cola Life are unlikely to reverse the category's flagging fortunes, he predicted: "When I was in Coca-Cola running the Vitamin Water business we tried Vitamin Water 10 (which wasn't a hit), we learned it's either all or nothing, so we did Vitamin Water Zero. But sitting there in the middle you get crushed from both sides."
