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The non-alcoholic drink sector has seen a tremendous growth of new products in recent times.
This involves companies including Tesco, Sainsbury's and Unilever pledging to reduce the resource intensity of the UK's food and drink sector by 20% over the next nine years.
This would be a major setback to the food and drink sector, where exports to the EU are worth £13.2bn a year.
However, that has since "died a death", says Dave Turnbull, officer for the food and drink sector at trade union Unite.
The "free-from" food and drink sector, which caters for consumers with food allergies and intolerances, saw huge growth as a result of major investment from big brands.
Jennie Formby, national officer for the food and drink sector for Unite, said that the union expected a bumper payout for Stitzer but not as much as £40m.
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Bolland has no experience of retailing apart from in the food and drink sectors.
He said his department "punches above its weight" and had achieved better deals for food and drink sectors in the government's industrial strategy.
The Red Tape Challenge, which began by inviting public consultation on the regulatory framework in the retail economy, has moved on to the hospitality, food and drink sectors.
Moreover, SSCBs are not the only product introducing increased availability of sugar in the beverage market, in Vietnam one of the fastest growing soft drink sectors are ready to drink teas with per capita sales rising from 0.2 l annually in 2000 to 9 l in 2013, almost double carbonate sales, making this another important area to watch for dietary change.
"The brand is relatively small," said Nigel Popham of Teather & Greenwood, a brokerage firm, "but what it signals for the ready-to-drink sector is not optimistic".
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