Justin J. Prochnow

The distinction between beverages and dietary supplements has become harder more difficult to discern. Walking down the “beverage” aisle of any grocery store or supermarket, one may see similar-looking products sitting side-by-side; yet, a closer look reveals that some of the products are labeled and sold as dietary supplements, while others are labeled and sold as beverages. How can this be?

During the last eighteen to twenty four months, the beverage industry has seen an onslaught of litigation in a particularly scary form of litigation – class actions. These cases are particularly frightening for companies because enterprising plaintiffs’ lawyers are able to initiate a case, ostensibly for the good of numerous wronged consumers, with the sign-off of only a handful of people that are willing to lend their names to the lawsuit.

NEW YORK, March 19, 2012 /PRNewswire/ — 5W Public Relations, one of the 25 largest independently owned PR firms in the US, is pleased to announce the addition of Celsius, Inc. to its client roster. 5WPR will execute a comprehensive public relations program designed to increase awareness of the company’s products.
“We are thrilled to be working with Celsius,” said Ronn Torossian, Founder & CEO of 5W Public Relations. “Given our extensive experience creating and implementing successful public relations programs for other beverages, we are confident 5WPR… will deliver amazing results for Celsius and its position as a leader

For those in the beverage, food and supplement industries who were relieved that they would never have to hear about subjects like biology or chemistry again after graduation from high school or college, the recent regulatory climate has brought back some unpleasant memories. Whether being used to determine the safety of ingredients and products or providing substantiation for claims, science has permeated the beverage, food and supplement industries deeper than ever. Science has always been important from the perspective of product development and manufacture; now, it’s become a key to advertising and promotion.