RYE, NEW YORK, January 24, 2005 — You just can’t get the beverages out of their blood.

Mike Weinstein, former CEO of the Snapple Beverage Group, and Brian O’Byrne, former CEO of the Yoo-Hoo/Orangina Company, are back in the beverage business. They have founded a new company called the INOV8 Beverage Company LLC, headquartered in Rye, New York.

INOV8 will specialize in creating new and innovative beverage concepts that capitalize on emerging trends in today’s marketplace. They will fully develop these ideas into trademarks, packaging, formulation, and brand strategy. Weinstein, a member of the Beverage World Hall of Fame and recipient of the 2004 Visionary Award from Beverage Digest, was also the former President of Global Innovation for Cadbury Schweppes. He will be the company’s Chairman. O’Byrne, who most recently worked for Cadbury Schweppes as Senior Vice President, Innovation, for the America’s Beverages Division, will be CEO.

Commenting on the company’s mission, Weinstein said, “The beverage industry has had a long history of innovation. Interestingly, most of the successful ideas have come from small entrepreneurial companies. We believe that putting our long-term experience to work in a small, flexible, creative environment will generate breakthrough product ideas that have the potential to create significant sales volumes.”

O’Byrne added “Our goal is to take our new products to market through a variety of methods, including partnerships, licensing, and self-distribution. We have assembled a talented team of people to help us create these brands and successfully commercialize them.”

INOV8’s first products are slated to be in market during 2005.

Contact: Brian O’Byrne 914-925-3550
Mike Weinstein 914-925-3551