Web Page Soft Returns From Asp

I am having much difficulty trying to fix this. I need any hard returns pulled from my query to be rplaced by soft returns on a excel web page. The code I recently tried is as follows...


Sub showProducts()
'
'----------------------------------------------------------------------
%> <%

If row = 0 Then
response.write "<tr BGCOLOR=" & "'#FFFFCE'; >"
row = 1

Else

response.write "<tr BGCOLOR=" & "'#CEFFCE';>"

row = 0 ................