NEW YORK — CodeBlue was unveiled last week at Natural Products Expo East in Baltimore as the company behind CodeBlue transitioned the brand from the club circuit to the specialty health channel.
According to the company, the all-natural beverage has the electrolyte replenishment of a sports drink, as well as the antioxidants and vitamins found in enhanced water. CodeBlue is derived from fruit extracts, naturally sweetened and available in four flavored varieties — blueberry pomegranate, strawberry melon, peach mandarin and meyer lemon.
"Between working, everyday stress and fitness regimens, we found there was nothing on the shelves that encouraged proper hydration and recovery," CodeBlue cofounder Steven Frumin said. "In 2008, we created CodeBlue, working with a team of scientists and testing hundreds of different formulas. Listening to the needs and feedback of consumers and retailers in New York and New England, CodeBlue evolved into a cross-functional beverage complete with optimal nutrient levels while promoting great taste. It surpasses single function performance or hydration drinks and our own expectations."
The first generation of CodeBlue was developed in 2008 by friends who attended college in Boston. Priming for national distribution, the company recently hired Eric Schnell as managing partner.