Gary Rodkin, in charge of PepsiCo beverages and foods for North America, sees opportunity in pushing caffeine-free drinks.

FORBES: Pepsi's New Challenge

"Maybe caffeine-free products could be growth opportunities, " muses Gary Rodkin , chief executive of PepsiCo beverages and foods North America.

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Many missionaries become paragons of self-discipline, with their trademark white shirts and ties and a teetotalling, non-smoking, caffeine-free and abstinent Mormon work ethic.

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The company will use two of the four coveted commercial slots it has secured during the upcoming Super Bowl to hype the caffeine-free lemon-line soda.

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Sierra Mist, a new caffeine-free lemon-lime soda that competes with Coca-Cola's Sprite and Cadbury Schweppes' 7up, doesn't exactly make soda into a nutritional beverage, but it blunts one long-standing criticism of Mountain Dew and cola drinks: that they use caffeine as a hook.

FORBES: Pepsi's New Challenge

In my case, it began with a well-researched and supervised seven-day fruit and vegetable juice cleanse (during which time I weaned myself off caffeine), followed by an entirely plant-based nutrition program -- an animal-product-free regimen I have adhered to ever since.

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