you have got the higher end brands like perrier. they come with a cache but, you know, sometimes you are just locking for an every day seltser and that's where the products tend to play. >> what is going to happen to lacroix? if you look at a chart of the national beverage it is disastrous looking chart what are people saying in the industry >> it's been a stunning set of events for lacroix over the last year and a half. this is the market leader and in essence running away with the market of course, they have got much more formidable competition not only from pepsico with a lot of marketing muscle but they've also got a lot of competition from private label brands from various retailers. and at the sail time they have had a bad press over ingredients and some not founded and the company hasn't really figured out a way to counter these competitive threats with perhaps a new strategy, maybe even new activity at retail and so i think you should look to lacroix over the next year to really try to figure out a way to regain that footing