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Essay text:
In April 2000 it entered the EU and it is now selling its drinks through Sainsbury’s, the UK’s second largest grocery chain.
SoBe says its success is due to its ability to promote fashionable, herb-based teas and juices for the youth market. But its eye-catching growth is creating challenges: it may be easy to create a buzz about a new brand but the trick is to sustain it. The question now is whether SoBe can enter the mainstream drinks market without losing its alternative image. Will a mooted deal with Coca-Cola, the multinational soft drinks group, kill SoBe’s iconoclastic appeal?
The company’s founders, Lizard King and Manatee, are both drinks industry veterans with decades of experience gained from working for Pepsi Cola and the Stroh beer company...
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