JavaFit does the Impossible: taste great, good for you


FT. LAUDERDALE, FL – (July 22, 2008) – JavaFit is at it again! The company that brought you great tasting gourmet brewed coffee that promotes wellness is launching a full line of functional, ready-to-drink (RTD) coffee beverages that will provide the same healthy benefits. The great tasting JavaFit Lattes, will hit the U.S. market in the fourth quarter, 2008. The proprietary line of functional, serve chilled, latte RTDs is the product of collaboration between Javalution Coffee Company and Insight Beverages. JavaFit Lattes will be distributed in select regions and made available in convenience stores and select retail channels. Nationwide distribution is expected by the conclusion of 2009.

Early responses from taste tests have been very positive and phenomenally consistent. The deliciously creamy, no-sugar added functional coffee drinks won the praise and adoration of consumers asking for a decadent, refreshing cold coffee drink with benefits. Whether to benefit an active lifestyle, improved health and wellness or assist with weight management goals, consumers will have the opportunity to choose from four yummy concoctions to suit their needs: JavaFit Extreme Latte, fortified with green tea extract; JavaFit Diet Latte, fortified with Advantra Z; and JavaFit Focus Latte, fortified with Alpha GPC and multivitamins; and JavaFit Immune Latte, fortified with Echinacea and multivitamins.

But if great taste and proven benefits isn’t enough, the rich smooth liquid will appear on shelves in a high-gloss metallic, sustainable Tetra Pak package. The look is sleek, bold and modern and amplifies the position that the JavaFit brand is a force to reckon with in the increasingly popular, booming, functional coffee category.

Almost six years ago, taking the lead from the success of Vitamin Water, Javalution Coffee Company set off to revolutionize the coffee industry by using a quality Latin blend of Arabica gourmet coffee as an alternative delivery system for vitamins, minerals and nutritional supplements. JavaFit ground gourmet coffee promises to be the cornerstone of the functional coffee category. JavaFit CEO, Dave Briskie said, “We could not be prouder as JavaFit, once again, is delivering a great tasting product that provides healthy benefits to our customers. Through our collaborative effort with Insight Beverages we have achieved a flavor profile that many have said tastes like melted coffee ice cream.”

Since 1981, Insight Beverages has worked closely with customers to help define and satisfy their individual needs while building their beverage businesses. By leveraging unique insights and technology, the company creates innovative, customized beverage formats and flavors. Their responsiveness and flexibility allows customers to adapt quickly to changing trends.
Insight Beverages manufactures and distributes a diverse portfolio of beverage solutions, including cappuccino, hot chocolate, frozen cappuccino, barista products, fruit smoothies, frozen granitas, energy drinks, tea products and iced coffee. “We are thrilled and honored to partner with JavaFit to create and deliver this unique and innovative line.” said Andrew Dun, Vice President Business Development.

Tetra Pak’s motto ‘protects what’s good’ reflects the philosophy upon which the company conducts its business in order to make food safe and available, everywhere. Tetra Pak believes in responsible industry leadership, creating profitable growth in harmony with good corporate citizenship and a sustainable approach to business. “Tetra Pak’s aseptic packaging technology offers customers such as JavaFit the benefits of a higher degree of safety and hygiene and improved preservation of taste and freshness. On top of that, environmental sustainability has always been at the core of our company. Our cartons come mainly from a renewable resource, paper, and are also recyclable”, says Laurens van de Vijver, Vice President of Marketing and Product Management, Tetra Pak Inc.