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The company also claims to have come up with a special process to package a fresher-tasting orange juice. It has mounted a classic P & G campaign to promote Citrus Hill brand juice in Iowa and Indiana with cents-off coupons, free samples and a TV advertising blitz. This venture marks another bold confrontation with Coca-Cola, which makes Minute Maid, the bestselling orange juice.

In all these new forays into the food business, P & G is banking on its renowned research team to develop products that the public will find better than existing brands. Analyst Segalas, who studies every patent that P & G applies for, believes that the company will spring more surprises in the future. He thinks, for example, that P & G is working on a lowfat, low-calorie, low-cholesterol cookie that will taste good without causing tooth decay. For the moment, though, P & G will be urging Americans to eat sugar-filled Duncan Hines cookies—and brush regularly with its Crest toothpaste.