AL International's Commercial Coffee Division, CLR Roasters, Launches Two New Company-owned Brands on Strength of Retail Sales Growth

Aug 26, 2011, 08:00 ET from AL International

SAN DIEGO, Aug. 26, 2011 /PRNewswire/ -- AL International (JCOF-PK), a global direct marketer of lifestyle and nutritional products, as well gourmet coffee, announced today that its wholly-owned coffee roasting and manufacturing subsidiary, CLR Roasters, has launched two new company-owned brands targeting the retail coffee distribution channel. 

CLR Roasters has shown strong sales growth through its Cafe La Rica Espresso Brand within Wal-Mart and Winn Dixie and is proceeding with its planned launch of additional company-owned brands.

The first new company brand, Javalution™, will be built around the strength and brand-equity of the Javalution Coffee Company name. The company will leverage its Javalution trademark introducing various premium coffees and a wide range of flavored coffees that will be marketed under the Javalution brand umbrella. 

The Javalution brand is focused on creating an assortment of blends, each with unique packaging, so consumers can find one to fit their lifestyle. Currently the Javalution brand umbrella targets three distinct consumer needs: the first is focused on urban living to complement the fast-paced city life; the second is more broadly focused on that much needed coffee break and escape from the everyday grind; and the third is all about spoiling yourself with a decadent blend. Company executives feel the Javalution brand has great potential for expansion and are they confident that, over time, a large consumer base will embrace Javalution as they find the perfect blend, grind, and flavor to enhance their coffee drinking experience.

The second new company-owned brand, which CLR Roasters has developed and trademarked, is Josie's Java House™. Josie's Java House will target the gourmet coffee category and also will feature a wide variety of flavored, premium coffees. This brand is a wonderfully sassy and flirtatious brand with an exclusive boutique feel. Retail buyers and consumers will gravitate towards Josie's Java House because of its feisty graphics and hint of femininity. 

Dave Briskie, CLR Roasters President of Commercial Development, stated, "We're delighted to bring Javalution and Josie's Java House to consumers. It's exciting to leverage the brand equity of Javalution while simultaneously launching a new, sassy brand like Josie's Java House. These brands have each been built via a collaborative effort involving various retailers.

"We have recently signed vendor agreements with Burlington Coat Factory and Ross Stores and we have ongoing discussions with a number of other national retailers that are interested in marketing our branded and private label programs," Briskie added. "We expect to see Javalution and Josie's Java House appearing on store shelves in the 4th quarter of this year. Initial placement is expected to be in over 1000 retail doors. We anticipate a significant revenue contribution from our company-owned brands in 2012 and beyond."

Steve Wallach, CEO of AL International, stated, "CLR Roasters is on track to double revenues in the 3rd quarter and we want to leverage this sales momentum. We believe the growth of company-owned brands will further drive revenue growth and help us increase shareholder value over the long haul."

Wallach added that "Our business model seeks to simultaneously grow a traditional business model through CLR Roasters alongside our direct selling platform. As a bonus, CLR Roasters vertically integrates in a perfect way as the supplier of our direct selling platform."

About AL International

AL International, Inc. (JCOF-PK) is a fast-growing, innovative, multi-dimensional company that offers a wide range of consumer products and services, primarily through person-to-person selling relationships that comprise a "network of networks." The company also is a vertically-integrated producer of the finest coffees for the commercial, retail and direct sales channels. AL International was formed after the merger of Youngevity® Essential Life Sciences ( and Javalution Coffee Company in the summer of 2011.

About CLR Roasters

CLR Roasters was established in 2003 and is a wholly-owned a subsidiary of AL International. CLR Roasters produces coffees under its own Cafe La Rica brand, as well as under a variety of private labels through major national sales outlets and to major customers. It also markets a unique line of coffees with health benefits under the JavaFit® brand.

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SOURCE AL International