Old Orchard Introduces First Multi-Serve Vitamin Water, Sweetened with Agave Nectar and Real Fruit Juice

Apr 21, 2008, 01:00 ET from Old Orchard Brands

    SPARTA, Mich., April 21 /PRNewswire/ -- Leading beverage company Old
 Orchard Brands introduces a unique entry into the functional beverage
 category today with the launch of FruitSense, the first vitamin water
 available in multi-serve, 64-ounce bottles. It becomes available nationwide
 at SuperTarget stores this week and at traditional grocery stores early
 next month, with a suggested retail of $3.49 per bottle.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20080421/CLM099 )
     FruitSense is available only in large, lightweight plastic bottles
 typically reserved for the fruit juice aisle of the grocery store, a move
 that suggests flavored-waters are headed toward traditional "at-home"
 consumption in what has traditionally been a single-serve "on-the-go"
     The new beverage is sweetened naturally with real fruit juice and
 organic agave nectar. Each eight-ounce serving features antioxidant
 vitamins C and E, essential vitamins A and B, plus additional ingredients
 for added functionality, including Echinacea, EGCG, CoQ10, ginseng,
 taurine, hibiscus, magnesium, zinc, calcium and iron. All six flavors are
 sweetened naturally with low-glycemic organic agave nectar and 5 percent
 real fruit juice, resulting in only 45 calories per serving. The product
 has no preservatives and is gluten free.
     "FruitSense combines the best of all worlds: 5 percent real fruit
 juice, added vitamins, a low calorie count, and an organic sweetener that's
 friendly to a diabetic diet," said Kevin Miller, vice president of
 marketing for Old Orchard Brands. "In addition, as a multi-serve product,
 we offer consumers a lower cost per ounce, in a more
 environmentally-friendly package. We feel this gives our product a strong
 competitive edge."
     According to a recent Beverage Marketing Corporation study, the fastest
 growing segment in the beverage category is flavored and functional waters,
 which saw double digit growth year-to-year in 2007. FruitSense has been
 designed to take advantage of this growth trend.
     FruitSense is being offered in six flavors, each supporting a
 distinctive health benefit: Key Lime Colada is enhanced with EGCG to help
 boost metabolism; Pomegranate, Blueberry, Mangosteen includes Co-enzyme Q10
 for heart health; Kiwi Dragonfruit contains ginseng and taurine for
 natural, caffeine-free energy; Strawberry, Peach, Melon includes hibiscus,
 vitamin D, and magnesium to combat stress; Tangerine Grapefruit includes
 zinc and Echinacea for preventative health; and Cranberry, Raspberry is
 blended with calcium, vitamin D and iron for women's health.
     Old Orchard will kick-off the launch of FruitSense with national print
 advertising, radio advertising, and product sampling, and is giving away
 free bottles of FruitSense to the first 50,000 visitors to the company's
 website: www.fruitsense.com.
     About Old Orchard Brands
     Sparta, Mich.-based Old Orchard Brands is one of the fastest-growing
 fruit juice brands in the United States. Established in 1985, the company
 offers consumers 30 frozen concentrate flavors and 62 bottled varieties in
 a range of 100 percent fruit juices and blends, premium and organic juices,
 fruit juice cocktails, low-sugar fruit juice cocktails, and juice-infused
 teas. Old Orchard Brands currently produces more than 80 million 64-ounce
 bottles of fruit juice and 45 million 12-ounce canisters of frozen juice
 concentrates each year. The company is known for its innovative and
 value-added products that target the needs of today's health conscious
 consumers. Old Orchard Brands is an Allied Capital company. For more about
 Old Orchard, visit www.oldorchardjuice.com.

SOURCE Old Orchard Brands