The company provides a reconciliation of the $5.66 EPS figure to the income statement's reported EPS figure of $8.78. Also referred to as "Core EPS" in a PepsiCo-related press release, this figure, $5.66, is a non-GAAP financial measure many companies choose to report. What does a non-GAAP financial measure mean? What does the terminology "core" suggest to you? What is the reason that many companies provide non-GAAP financial information in their financial reports?