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Dr Pepper 7up Inc Squirt Brand Dr. Pepper/7 Up is largest non-cola soft drink company ① 3rd largest soft drink company ② Trend toward non-cola beverages should benefit 7 Up ③ Brands: 7 Up, Dr. Pepper, A&W, Squirt ④ Depends on effective marketing/ promotion . Fresca and Squirt are positioned as “thirst quenching” and no-caffeine Citrus category (Mellow Yellow,.