Coke and Pepsi Blink, Will Tone Down Dubious Caramel Coloring. It’s practically a modern-day David-and-Goliath story, with a nonprofit watchdog dealing two huge Fortune 500 cola companies a significant blow in a battle for America’s public health.
On one side stands The Coca-Cola Company, ranked by Fortune 500 as the 256th largest company in the world, with almost 140,000 employees and 2010 revenues of US$35 million, joined by PepsiCo, the world’s 137th largest company with 290,000 employees and US$57 million in 2010 earnings. Together they sold 9.4 billion cases of softdrinks in 2009 in the United States alone, cornering 90 percent of the market.
On the other, a 41-year-old nonprofit health watchdog with a little over 50 staff members, a small budget that relies mainly on subscriptions and individual donors, and a lofty mission of representing the citizen’s interests on food, health and environmental issues. Its weapon? The state of California’s Proposition 65, a local law that aims to protect state residents from toxic substances.
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