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Boo Koo works with Coca-Cola to launch beverage

BY Jenna Duncan

ADDISON, Texas Boo Koo Holdings beverage company today announced it will collaborate with Coca-Cola Bottling Co. to release its new beverage, BooKoo Burner+. Coke Consolidated plans to distribute BooKoo Burner+ to more than 2,000 convenience stores in and around Mobile, Ala., Nashville, Tenn., and Panama City, Fla.

BooKoo Burner+ is an energy drink with added protein as well as B vitamins, caffeine, ginseng and taurine for energy. Its protein source is 20 grams of whey protein per serving. The beverage also boasts zero sugar and provides two carbohydrates.

“The launch of BooKoo Burner [plus] through one of the largest bottlers represents a significant opportunity to rapidly penetrate the energy beverage market,” Steve Solomon, chairman of Boo Koo, said. “BooKoo Burner [plus] is a revolutionary development for the energy drink category. In the past, some people drank an energy drink as well as a not so good tasting protein drink. BooKoo has mastered the formula to provide both energy and protein in a great tasting beverage.”

BooKoo Burner+ will be available in three flavors: “dangerine” [raspberry with a blend of tangerine], “main lime,” and “pummelgranite” [pomegranate blended with blackberry]. All flavors will come in 16-ounce cans.

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Wrigley releases details of merger with Mars

BY Jenna Duncan

CHICAGO Wrigley Jr. Co. has revealed some of the details of a possible merger with Mars in preliminary paperwork filed with the Securities and Exchange Commission.

A proxy filed last week said that if Wrigley backs out of the $23 biillion deal, it now would have to pay Mars $690 million. On the other hand, if Mars pulls out it must pay $1 billion to Wrigley.

Mars raised its per share bid after Wrigley said the initial offer of $76 per share was too low. On April 17, Mars raised the bid to $77 per share, but later made a final offer of $80 per share. Wrigley accepted and a merger agreement was announced April 28.

Reports said that a recent meeting between Wrigley chairman, William Wrigley Jr., Mars president, Paul S. Michaels, and Mars chief financial officer, Olivier C. Goudet, went smoothly.

“Michaels and Goudet also said that this was a friendly proposal to be discussed on an exclusive basis and that Mars would withdraw its proposal if the board of directors of the company was not interested in pursuing the combination or if the company wanted to conduct any type of auction process,” the statement said.

Other details of the change include Mars’ plans to transfer Skittles and Starburst brands to Wrigley. The company has said that it believes Skittles and Starburst would benefit from the confectioner’s “sugar” line, rather than staying in Mars’ chocolate-heavy lineup.

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FDA adds isomaltulose to list of tooth-safe sweeteners

BY Jenna Duncan

ROCKVILLE, Md. Isomaltulose, an artificial sweetener, is getting a boost from the Food and Drug Administration after being added to a list of non-cariogenic carbohydrate sweeteners. The ruling is effective immediately and proponents and marketers of the sweetener now may promote its non-association with dental caries.

“FDA is taking this action to complete the rulemaking initiated with the interim final rule,” the FDA said in an article released in the Federal Register May 27.

Manufacturers using isomaltulose in products like gum will now be permitted to make claims like “does not promote tooth decay” and “may reduce the risk of tooth decay.” Items with the sweetener must be completely sugar-free and must not bring the user’s plaque pH to a level lower than below 5.7 for up to 30 minutes after use.

In 2006, Cargill petitioned to have isomaltulose added to the FDA’s list alongside other sweeteners like D-tagatose and sucralose. Isomaltulose is marketed as a sweetener by such companies as Beneo-Palatinat (Palatinose) and Cargill (Xtend).

The FDA approved the entry of isomaltulose to the non-cariogenic list because it proved not to be “fermented by oral bacteria to an extent sufficient to lower dental plaque pH to levels that would contribute to the erosion of dental enamel.”

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