HEALTH

Silk soy milk’s creator talks probiotic juice line

BY Jenna Duncan

NEW YORK The founder of Silk soy milk and organic foods brand WhiteWave, Steve Demos, has announced his latest endeavor.

His new line of juices, GoodBelly, created by NextFoods Inc., contains stomach-soothing probiotic cultures and sales are aimed at baby boomers. The probiotic bacteria support a person’s immune system and aid digestion.

GoodBelly’s has announced it will make its way to grocers Whole Foods MarketSafeway and H.E. Butt stores in Texas.

Dairy foods giant Dean Foods Co. acquired WhiteWave, the makers of Silk, in 2002, for $296 million. Demos left WhiteWave in 2005 entered non-compete agreement with Dean, keeping him out of the soy beverages segment. But GoodBelly’s is putting Demos back on the fast track.

GoodBelly’s juices are entirely organic—even the packaging—and come in exotic fruit flavors, like mango and raspberry. Four-packs of the 2.7-oz. Goodbelly’s shots retail for $3.99 to $4.49.

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NOS PowerShot to be launched in May

BY Michael Johnsen

ENGLEWOOD CLIFFS, N.J. FUZE Beverages will make its entry into the energy shot market with the launch of NOS PowerShot in May, the company announced Tuesday.

According to the company, the energy shot category is one of the fastest growing beverage categories, estimated at greater than $125 million in sales for 2007. “NOS PowerShot addresses a different consumption occasion than standard energy drinks, when consumers don’t have the time or the patience to consume a 16 oz. can or 22 oz. bottle … NOS PowerShot packs a big punch of caffeine, vitamins and amino acids, for those who want it quickly,” stated Mike Fine, energy brand director at FUZE Beverages.

NOS PowerShot will be available at many national retailers, including 7-Eleven and Wal-Mart, with a suggested retail price of $2.99, the company stated.

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PowerBar launches ad campaign featuring Michael Phelps

BY Michael Johnsen

GLENDALE, Calif. PowerBar last week launched a new national advertising campaign featuring six-time Olympic gold medalist and twenty-time World Champion Michael Phelps.

Carrying the tagline Power To Push, the campaign is designed to offer a window into an athlete’s mind as they battle both physical and emotional barriers to reach their goals. It will be executed via a comprehensive integrated marketing program throughout 2008 including television, print and online advertising, event marketing and consumer engagement opportunities.

The 30-second Phelps television spot creatively positions the world-famous swimmer against sharks in the water as a metaphor for his competition heading into the 2008 Olympic Games in Beijing. It will air on targeted sports programming through the third quarter of 2008 including ESPN, Discovery Channel, TNT, Versus Tour De France coverage and NBC Olympic Trial events.

“Michael is recognized as possibly the greatest swimmer in history, and it’s no secret that every guy in the water sees him as the one to beat,” stated PowerBar Sports marketing manger Chad Comstock. “PowerBar has long been a part of Michael’s training regimen so he’s a natural fit to bring this ‘Power To Push’ campaign to life. As he prepares for the 2008 Games, PowerBar will be there to help push him through his grueling training sessions in an effort to help him achieve his goals.”

Phelps will also appear in a dedicated Power To Push print ad supporting the company’s new PowerBar Energize Fruit Smoothie Bar, a new natural fruit flavor offering of the original energy bar Phelps has been using to power through his pool workouts since his early swimming days.

In addition to Phelps, the Power To Push campaign will also be executed by a series of print ads featuring climber Tommy Caldwell and what drives his free ascents on El Capitan, and Amy Palmiero-Winters, a world-class amputee marathoner and triathlete. The ads will first appear in the April – May issues of a variety of sport enthusiast titles including Bicycling, Runner’s World, Outside, Men’s Health and Women’s Health.

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