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Pepsi Max puts spin on ‘Field of Dreams’

BY Allison Cerra

NEW YORK — "If you build it, they will come." That was the famous line whispered to Kevin Costner in the baseball film "Field of Dreams."

But this time, Pepsi Max, which has been named the official soft drink of Major League Baseball, developed two ad spots that put a spin on the film. Baseball legends and current players star alongside the Pepsi Max driver to prove that if Pepsi Max builds a "Clubhouse in the Corn," the players will come.

(Click here to see the video.)

MLB legends and current stars of the game — including Dennis Eckersley, Rollie Fingers, Carlton Fisk, Rickey Henderson, Randy Johnson, Evan Longoria, Lou Piniella, CC Sabathia, Mike Schmidt, Ozzie Smith and Jim Thome — are featured in the ad.

To connect with Pepsi Max, visit Facebook.com/PepsiMax or follow @PepsiMAX on Twitter.

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Izze adds watermelon flavor to sparkling juices lineup

BY Allison Cerra

BOULDER, Colo. — Izze has expanded its line of 50-calorie sparkling juices, the company announced Tuesday.

New low-calorie Izzue Esque sparkling watermelon flavor hit store shelves this month. With the new flavor, the Izze Esque lineup now features four flavors, including sparkling black raspberry, sparkling limon and sparkling mandarin.

Izze Esque is available nationwide in Whole Foods Market, as well as in select grocery stores, for a suggested retail price of $1.39 to $1.69 per bottle or $4.99 to $5.49 per four-pack.

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Skinny Water achieves record sales, looks to expand distribution

BY Allison Cerra

BALA CYNWYD, Pa. — The maker of Skinny Water achieved a 67% increase in earnings and sold nearly 1 million cases for 2010, compared with the year-ago period.

Skinny Nutritional said that its net revenues for 2010 totaled $6.9 million, compared with nearly $2.8 million in 2009. The company attributed the spike to the introduction of Skinny Water Sport, its 12-bottle variety pack, the upgrade to its distribution network in certain territories, and the influence of new distributors and new chain authorizations. Skinny Water now is sold through 47 distributors across the United States.

Looking ahead, Michael Salaman, Skinny Nutritional board chairman and CEO, said the company is targeting its southern California distributor network, as well as further developing networks in the Midwest, Florida and Southeast markets.

"Skinny products have been authorized for sale with retail accounts, which aggregate approximately 7,100 chain stores, including convenience stores, supermarkets, drug stores and club stores. During the second quarter of 2011, Skinny Water will begin to be available through a national pharmacy chain, which is expected to significantly increase our availability in markets throughout the country," the company said.

The Skinny Water lineup features eight flavors, comprising acai grape blueberry (Hi-Energy), raspberry pomegranate (Crave Control), lemonade passionfruit (Total-V) and orange cranberry tangerine (Wake Up), as well as its Sport Line, which comprises blue raspberry (Fit), pink berry citrus (Power), kiwi lime (Active) and goji black cherry (Shape).

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