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Activate teams up with Nourish America

BY Allison Cerra

NEWPORT BEACH, Calif. — Enhanced vitamin beverage Activate has partnered with Nourish America to provide daily essential nutrition to pregnant moms in need.

For every bottle of Activate purchased from June 1 to July 31, the brand will make a donation to provide a day’s worth of nutrition to a woman and baby in need, as part of the Buy One, Feed Two campaign.

To learn more about the Nourish America program and Activate, visit Activatedrinks.com.

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SoBe kicks off Try Everything campaign

BY Allison Cerra

PURCHASE, N.Y. — SoBe has implemented a full-scale integrated marketing campaign.

The beverage brand said that its latest campaign, dubbed "Try Everything," is the biggest effort made since 2008. The Try Everything campaign combines television and radio advertisements, in-market grassroots programming and a revamped SoBe website.

This month, the brand is launching two 90-calorie teas: SoBe goji pear yerba maté and SoBe white peach oolong tea, which are naturally sweetened with real sugar and PureVia, enhanced with Chinese ginseng and Brazilian guarana, and infused with vitamin C.

“‘Try Everything’ marks a major milestone in the evolution of SoBe,” SoBe senior director of marketing Andrew Katz said. “We think it distinguishes us with consumers and in the beverage category while pushing the brand more deeply into the social consciousness. The possibilities are endless when you’re up for trying everything, whether it’s a new flavor from our SoBe Lifewater, Elixirs and Teas, discovering a new band or learning a new language.”

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Hi-Chew adds peach flavor to fruit chews lineup

BY Allison Cerra

LOS ANGELES — Hi-Chew has sweetened up its fruit chews with a new flavor.

The fruit chew brand has expanded to include a peach variety. The Hi-Chew lineup currently includes strawberry, green apple, melon, mango and banana flavors. The company announced it was rolling out a grape-flavored fruit chew in late 2010.

Hi-Chew is available at convenience stores and such retailers as Ralphs grocery stores.

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