The early success of Cadbury Schweppes' 7 UP Plus, which is fortified with fruit juice, calcium and vitamin C, is being watched by others in the beverage industry, but nutrition experts and the FDA are cool to the idea of fortified sodas. "If soda companies can do it, why not the candy companies?" said Joanne Lupton, a professor and FDA adviser on nutrition guidelines. Pepsi and Coke officials said they see potential for healthier carbonated beverages, and one company, Ardea Beverage, already is selling a vitamin-rich soda it bills as "preventative maintenance."
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