Britvic reports falling sales of fizzy drinks

Heard this on the radio too this morning. The Guardian reports that Britvic sales of fizzy drinks have fallen in response to consumer demand for healthier drinks. This appears to be a trend that has been reported before, and was noted as far back as 2003/2004, but today's news is in line with what I've found that soft drinks manufacturers ethics are rated poorly and the main reason is because, "their products are detrimental to children". Jamie Oliver's school dinners has been an important factor in fuelling the debate about children's diet and health. How should manufacturers respond?