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FutureCeuticals products receive Non-GMO certification

BY Lesley Thulin

MOMENCE, Ill. — The Non-GMO Project certified FutureCeuticals’ VitaGeggie and VitaBerry blends as GMO-free, the company announced Tuesday.

"The Non-GMO verification of our freeze-dried organic VitaVeggie and VitaBerry blends are the latest additions to our non-GMO product-certified offering," Brad Evers, FutureCeuticals' VP of business development, said. "FutureCeuticals has traditionally grown or sourced non-GMO ingredients as a matter of principle, and this added step of verification provides our customers with an important extra layer of supply-chain assurance.”

The VitaBerry and VitaVeggie blends contain phyto-nutrition and antioxidant capacity, the company said. Both are used as components of larger formulations.

"Non-GMO Project certification is an important designation for products in the whole food-ingredient space," John Hunter, EVP of FutureCeuticals, said. "Consumers are demanding natural, safe supplementation, and achieving the Non-GMO certification for our all natural, organic ‘Vita’ blends is an important qualitative badge for us to proudly display.” 

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Just Goods introduces eco-friendly bottled water

BY Lesley Thulin

GLENS FALLS, N.Y. — Sustainable product company Just Goods on Tuesday launched a paper-based bottled water called Just Water, which will be available nationwide at Whole Foods Market and on-the-go airport locations.

"We look forward to offering consumers a different type of packaged water that feels as good as it tastes," Just CEO Grace Jeon said. "From our environmentally sensitive packaging, to our community-centric approach, to our affordable price point, our hope is to support an inclusive mission of being better for everyone."

The water is ethically sourced from the Glens Falls, N.Y. watershed, according to the company. Just will pay six times the municipal rate for its water and ensure that total usage is less than 3% of the excess watershed, the company said. The water will also be sold in a carton bottle produced by Tetra Pak.

"We support companies with purpose,” Errol Schweizer, executive global grocery coordinator at Whole Foods Market, said. “Those who seek to change the world for the better. We're excited to be supporting the launch of Just Water and helping to bring attention to the environmental and social opportunities around water."

Just Water carries a suggested retail price of $0.99 for each 16.9 oz. carton.  

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Xyience relaunches, unveils new marketing campaign

BY Lesley Thulin

AUSTIN — Zero-calorie energy beverage Xyience on Tuesday relaunched under the ownership of Big Red, revealing a new look and integrated marketing campaign focused on college football.

The marketing campaign will include in-store and online promotions and a TV commercial starring the brand’s spokesperson, ESPN “College GameDay” reporter Samantha Ponder, that will debut Sept. 7.

“As a new mom with a busy work and travel schedule, I used to rely on high-calorie lattes to get me through the day,” Ponder said. “That’s why partnering with Xyience is the perfect fit for me. No sugar, no calories and it genuinely tastes great. Xyience gives me the energy I need to be the best wife, mom and broadcaster I can be.”

Xyience will focus marketing efforts on targeting older millennial consumers (ages 27-37), who represent a segment with increasing consumption of energy beverages, the company said.

“Xyience is targeting the older millennial consumer that grew up during the energy drink boom and now drinks more energy beverages, especially zero calorie products, to keep up with everyday life,” Gary Smith, CEO of Big Red, said. “We believe that college football will appeal to a more mainstream audience and soften the brand’s extreme image associated with its former sponsorship of the Ultimate Fighting Championship.”

Xyience will offer eight flavors, including Cherry Lime, Mango Guava, Frostberry Blast, Blue Pomegranate, Cran Razz, Fruit Punch, Tangerine and Melon Mayhem.

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