Excel web page soft returns
 

I am currently pulling in some information form a data base into an asp page
which is then output to an excel web page. My issue I am having is if I
use...
<% Response.Write Replace(rsx("Text"), vbCrLf, <br)%
It makes the data jump to the next cell instead of keeping it all in one cell.
I've tried programming for a soft return...
<% Response.Write Replace(rsx("Text"), vbCrLf, chr(10))% or
<% Response.Write Replace(rsx("Text"), vbCrLf, chr(13))% or
<% Response.Write Replace(rsx("Text"), vbCrLf, chr(10)&chr(13))% or
<% Response.Write Replace(rsx("Text"), vbCrLf, chr(13)&chr(10))%
but they just don't take.
Does any one know if there is any possible way to maintain the formatting
within one cell?