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With Pepsico chipping away at Coke’s lead in the soft-drink business, Mr. View on timesmachine. Opens image gallery Image not available Photos not available for this variation. To preserve these articles as they originally appeared, The Times does not alter, edit or update them. Dyson, meanwhile, said the introduction of his company’s caffeine-free products ”by no means changes our conviction about the safety of caffeine in soft drinks. The widely expected announcement by Coca-Cola USA, the company’s domestic unit, came a year after the Seven-Up Company stirred up the industry with a national advertising campaign that promoted its biggest-selling drink, 7-Up, as more healthful than colas because it has no caffeine. Dyson, head of Coke’s North American division. He did so without Coca- Cola’s usual cautionary consumer preference studies.