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SoBe Lifewater with electrolytes launches

BY Allison Cerra

PURCHASE, N.Y. — PepsiCo is extending its SoBe brand with a new line of zero-calorie beverages.

SoBe Lifewater with electrolytes, available in Macintosh Apple Cherry and Strawberry Kiwi Lemonade, are infused with vitamins and made with the all-natural sweetener, PureVia, which offers full flavor with zero calories per serving.

“New SoBe Lifewater with electrolytes offers great-tasting hydration without the calories,” said Andrew Katz, marketing director for SoBe. “That’s our message to SoBe fans: The lizard strikes again, offering you a new way to satisfy your insatiable thirst.”

In line with the product launch, SoBe is unveiling the second installment of its "skinsuit spread," starring "Gossip Girl" actress Jessica Szohr. Images and videos from the skinsuit shoot are available on the brand’s Facebook page, with new photos rolling out between now and Feb. 15.

“Last year’s SoBe Lifewater skinsuit shoot took place on a gorgeous beach; this year’s skinsuit shoot in the jungle was still amazing, but a little different. It definitely had an edgy vibe that I loved,” Szohr said. “No matter where you are, it’s easy to be tempted and transformed with new SoBe Lifewater with electrolytes.”

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Hefty Basics enters Northeast markets

BY Allison Cerra

LAKE FOREST, Ill. — Pactiv is rolling out a line of compostable paper plates for its Hefty brand.

Hefty Basics are disposable paper plates that have the strength to support almost any meal. The plates are biodegradable in home composting and are microwavable, Pactiv said.

The plates are available at select grocery stores throughout the Northeast region of the United States in 45-count, 8 and 5/8-in. lunch plate packages and 24-count, 10 and 1/4-in. dinner plate packages.

“Hefty Basics paper plates are a perfect choice for environmentally conscious consumers who want the convenience of using disposables for serving meals or entertaining friends,” said John Schwab, SVP and general manager of Hefty Consumer Products. “Hefty Basics paper plates deliver the functionality, strength and value consumers demand while being an environmental alternative.”

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Beverage segment gets significant energy boost

BY Barbara White-Sax



Dollar sales for energy drinks were up 8.2% in drug stores for the 52 weeks ended Oct. 31, 2010, according to SymphonyIRI Group. Energy shot dollar sales in the channel fared even better, with sales surging nearly 12% for the same period.


Despite occasional controversy, demand remains strong for the beverages, and the segment is poised to become even more significant as its appeal broadens beyond its original target consumer group.


Gary Hemphill, SVP at Beverage Marketing Corp.’s information services division, said the core market for energy drinks has been younger males, but that appeal is evolving. “Energy is a need that spans both sexes and a wide range of ages,” he said. “So the energy-drink consumer has begun to broaden well beyond the original core consumer, and companies have begun to market their products accordingly.”


New entries, such as Hiball’s sparkling energy water and sparkling energy juice, Nor-Cal Beverage Co.’s Go Girl, PurBlu Beverages’ Give Energy and Steaz’s energy beverages, clearly are targeted to a new audience.


Sean Seitzinger, partner at SymphonyIRI saw more growth coming from the energy drink space as manufacturers tap into the growing boomer market. “In the next five years, we’ll see more products designed around memory enhancement,” he said.

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