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Radioactive Energy Drink gets formula, packaging revamp

BY Allison Cerra

CHICAGO — Radioactive Energy Drink has been reformulated and relaunched in 16-oz. cans from Rexam.

The beverage, which doesn’t contain artificial colors, preservatives or high-fructose corn syrup, now has less calories and sugar while touting added vitamins. Additionally, the new Rexam cans feature updated graphics that include fluorescent ink that glows in the dark under a black light.

"Our beverage is perfect for the health conscious consumer who wants a boost to support their active lifestyle," Radioactive CEO Joseph Rossi said. "Our distinctive formulation provides superior energy that helps fuel a busy day. And through our excellent partnership with Rexam, we are able to provide it in a great-looking new can with glow-in-the-dark graphics that really ‘pop’ off retail shelves."

Radioactive currently is available at select retailers in California, Nevada and Illinois. It soon will be available in Arizona and New Mexico, with plans for continued expansion throughout the year.

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H2O Overdrive, H2O Overdrive Hydrate get formula, packaging updates

BY Allison Cerra

SALT LAKE CITY — Innovative Health Solutions announced that it has redesigned the formula of and updated the packaging for its sports beverages.

IHS said its H2O Overdrive and H2O Overdrive Hydrate drinks now have improved nutritional formulas that include more than 30 essential vitamins, minerals and amino acids that are designed to provide hydration, energy, stamina, performance and recovery. Additionally, H2O Overdrive has only 3 g of sugar and delivers 8 g of 100% whey protein isolate and 21 g of complex carbohydrates, while H2O Overdrive Hydrate does not contain sugar but does tout 3 g of 100% whey protein isolate and 9 g of complex carbohydrates.

In addition to the new and improved formula, IHS also has overhauled its packaging to highlight the offerings of both H2O Overdrive and H2O Overdrive Hydrate, the company said.

Both H2O Overdrive and H2O Overdrive Hydrate are available in three flavors: Jostaberry Grape Explosion, Lychee Lemon Rush and Tangy Tangerine Freeze.

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Hidden Valley introduces new line for ‘everything’

BY Allison Cerra

OAKLAND, Calif. — Hidden Valley has developed a new condiment that is designed for a variety of food and snacks.

Hidden Valley for Everything, which the company is dubbing "the new ketchup," keeps the same taste as the traditional salad dressing but has a creamier, thicker texture. The new Hidden Valley for Everything line includes original ranch and salsa ranch.

"The bottle may say salad dressing, but Americans put Hidden Valley Ranch on all types of food," said Jon Balousek, general manager of Hidden Valley Foods. "Now, we are creating a Hidden Valley product that is perfect for just that purpose. This thicker, creamier ranch is ideal for spreading on burgers, dipping French fries or just about any other place where people turn to ketchup and other condiments."

The suggested retail price for the new dressings is $3.19 for the 12-oz. size and $4.39 for the 20-oz. size and will debut at retailers nationwide this spring.

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