However, a source familiar with the negotiations this week said while both firms remain intent on forming the joint venture, the due diligence process has turned up some details that might affect the terms of the deal. In its zeal to retain its position against rival Pepsi, which in recent months has made a number of moves – including the purchase of Quaker Oats Co. and its $2 billion a year Gatorade franchise -to strengthen its position in the beverage and snack foods markets, Coke may have led itself down the wrong path.