SQUEEZE PLAY

With sports drinks and bottled water pumping out double-digit sales growth, it's hard to blame retailers for not getting, er, juiced up about the juice category."We grow our isotonic business 15%-20% per year," said Jim Goodfellow, category manager for the wholesaler Associated Grocers, Seattle. "Juice by comparison has been flat." His explanation? "People are being more health conscious."Juice makers

With sports drinks and bottled water pumping out double-digit sales growth, it's hard to blame retailers for not getting, er, juiced up about the juice category.

"We grow our isotonic business 15%-20% per year," said Jim Goodfellow, category manager for the wholesaler Associated Grocers, Seattle. "Juice by comparison has been flat." His explanation? "People are being more health conscious."

Juice makers would certainly argue that their product is healthy. But the fact remains

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