Vitacost.com is a relatively tiny online retailer that's been battling with giants such as Amazon , Walmart), and GNC. Even so, Vitacost is a leading pure play in Internet retailing and direct marketing of health and wellness products, such as vitamins and dietary supplements.
Bottlers declared guidelines to cut sugary drinks in kids' diets a success, claiming a 95% drop in full-calorie sodas shipped to schools and a 72% cut in all drink types. Yet sales haven't suffered and childhood obesity and diabetes rates climb unabated. So what's happening to all that soda?