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Bottled noncarbonated drinking water competes in the marketplace with carbonated beverages (including carbonated water) sold in individual plastic bottles. Consumption of water often is considered a healthier substitute for sodas.
According to the Container Recycling Institute, sales of flavored, noncarbonated drinks are expected to surpass soda sales by 2010. In response, Coca-Cola and PepsiCo have introduced new carbonated drinks that are fortified with vitamins and minerals, Diet Coke Plus and Tava, marketed as "sparkling beverages."