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Can you wash down a moon pie with it?

Maybe you read about the secrecy surrounding who's bottling a new private-label soft drink for Wal-Mart Stores Inc. of Bentonville.

We don't understand what the cloak-and-dagger stuff is all about.

After only two phone calls, our sources confirmed that Royal Crown Cola Co. of Miami is cranking out Sam's American Choice.

Cott Corp. is marketing the cola line, which features a patriotic red, white and blue packaging. The corporation, based in Toronto, also is responsible for an alternative cola north of the border called President's Choice.

If the test marketing is favorable, the private-label venture with Wal-Mart could be a shot in the arm for Royal Crown.

RC had a U.S. market share of 2.7 percent in 1990, which made it the fifth-largest soft-drink bottler in the country.

Priced at $1.18 per six-pack, Sam's American Choice represents tremendous sales potential through the vast Wal-Mart retailing machine.

Between 1 percent and 2 percent of American Choice sales will be used for education-related donations.

One big question remains unanswered.

Is it a culinary faux pas to serve Sam's American Choice with moon pies? After all, a cold RC and a moon pie have been recognized for decades as the traditional sugar fix for Southerners.
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Title Annotation:new private-label soft drink marketed by Wal-Mart Stores Inc. has to pass Southerners' taste
Publication:Arkansas Business
Article Type:Brief Article
Date:Nov 11, 1991
Words:205
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