Adina to launch “Natural Highs” coffee energy drink


SAN FRANCISCO, Oct. 06, 2008 – Adina for Life, Inc.,, announces a national launch of its new certified Fair Trade, all natural coffee energy drinks at Whole Foods Market stores in October followed by major Southern California distributor Haralambos and other DSD outlets. Launched by an international team of entrepreneurs from Odwalla®, SoBe® and Peet’s Coffee, and inspired by a vision of a world that “Drinks No Evil,” Adina created its Natural Highs™ flagship product as an energy drink packed with healthy antioxidants, without any artificial ingredients or chemical additives.

Natural Highs’ alternative energy and super-antioxidant power comes straight from the best natural source-coffee beans themselves. Through a proprietary cold-brewing process, Adina RTD coffee drinks have become the first to market that enhance and preserve the full benefits inherent in the coffee bean, delivering a whopping antioxidant equivalent of four servings of fruit per container (as measured by ORAC/USDA [i]).

“The beverage landscape is littered with products providing empty calories, chemicals and artificial ingredients,” said Adina Co-founder/Chairman and Odwalla Founder Greg Steltenpohl. “Adina Natural Highs is a breakthrough product that gives the consumer a healthier natural energy option and at the same time supports Fair Trade for a more sustainable future.”

Using premium single-origin, Fair Trade organic Columbian coffee beans, Natural Highs delivers a responsible and effective botanical-based caffeine boost in each 8-ounce can, compared to the crash-and-burn health risks associated with synthetic caffeine, taurine, high-fructose corn syrup and sucrose that fuel most energy drinks on the market. With 100 milligrams of natural caffeine per can, Natural Highs provide a healthy energy alternative for consumers. It is not well known that coffee can be a major source of antioxidants [ii], and evidence is mounting that coffee can reduce the risk of a number of major medical conditions. [iii]

“The U.S. energy drink market is worth $5.4 billion annually and coffee is the original energy drink,” said John Bello, Adina board member and co-founder and former CEO of SoBe®. “There’s a lot of bull in the energy category. Adina drinks give consumers a healthy high, the way nature intended.”

Available in five flavors, Caramel Kick, Hazelnut Hookup, Vanilla Nutcase, Mocha Madness and Double Xxpresso (which provides an extra 50 milligrams of caffeine), Natural Highs is sold in 8-ounce, single-serving cans and has a suggested retail price of $1.99. Natural Highs will also be available in convenient four-pack cans that may be chilled at the point of purchase, home, the office or wherever a pick-me-up is needed.

Whole Foods Market will begin national distribution for Natural Highs on Oct. 1. “We are excited to be the first to offer the Natural Highs coffee energy drink. This product provides an all natural option in the energy category for our customers,” said Errol Schweizer, associate global grocery coordinator, Whole Foods Market.

Adina recently signed a distribution agreement with industry leader Haralambos Beverage Company for placement of Natural Highs in key Southern California outlets, including Los Angeles, Orange, San Bernardino and Riverside counties. The prestigious distributor – known for pioneering consumer trends – serves both off-premise outlets, such as retail stores and delis, and on-premise locales, including hotels, restaurants, nightclubs and bars. Nationwide, all Adina beverages have been approved for distribution by UNFI, the top distributor of natural products.

“Coffee is the number-one drink in the U.S.,” said Bruce Schroder, president and CEO of Adina. “We are confident the public will love a chemical-free, great-tasting drink that is actually good for them. We are lining up the distribution for Natural Highs to become a mainstream product.”

Adina Natural Highs ready-to-drink beverages will be available in refrigerated beverage sections, coffee sections and beverage dry shelves. Adina is looking to expand its relationships with DSDs in select markets throughout the country. Parties interested in distribution should contact Bruce Schroder at (650) 743-7771 or visit the Adina booth (#2000) at Natural Expo East, Boston, Oct. 15-18, 2008.

About Adina for Life
Founded in 2004, Adina for Life, Inc., is led by a pioneering team of entrepreneurs from Odwalla, SoBe and Peet’s Coffee. Inspired by the founder’s vision to create a world that “Drinks No Evil,” these industry innovators came together to grow Adina and change the way the world does business-one drink at a time. The company is dedicated to producing great-tasting, better-for-you fair trade beverages, using only natural and/or USDA organic, directly sourced ingredients from around the world.

Adina natural beverages span four product lines: its newest Adina Natural Highs launches in Q4 ’08; Adina Tribal Blends, an organic fair trade line of exotic gourmet coffees and tea, launched in late 2007; Adina Miracle Fruits Fortified Juice Drinks launched in 2006; and the original Adina Organic Juice Coolers launched in 2005. For more information, visit the Adina Web site at