First Beverage Group to Launch Oatworks in Boston, San Francisco

First Beverage Group has announced new details about the debut and initial distribution of its Oatworks brand of oat and fruit smoothies.

Oatworks will simultaneously launch on the East and West Coast beginning in Boston through DSD distributor Blue Coast Beverage, and in San Fransisco through DBI Beverage, Inc., also a DSD distributor.

The new line of beverages contains 100 percent real fruit juice and puree, as well as a proprietary water-soluble oat fiber called PromOat as its chief functional ingredient. Each 10.8 oz. bottle of Oatworks has two grams of soluble fiber, which is equivalent to approximately two bowls of oatmeal.

“Oatworks speaks to consumer demand for healthy and functional oat-based products,” said Tom First, a Managing Partner at First Beverage Group. “Our strong brand name and clean packaging will create an exciting new opportunity for consumers and retailers.”

Here is the full press release announcing the launch:

Los Angeles, CA – April 16, 2012 – The much anticipated launch of Oatworks®, an oat and fruit smoothie sold in a single-serve, 10.8 ounce bottle, will begin in Boston and San Francisco this month with inaugural DSD partners Blue Coast Beverage and DBI Beverage, Inc. The kick-off features three smoothie flavors: Pomegranate & Blueberry, Strawberry & Banana and Mango & Peach. Each flavor is made from 100% real fruit juice and puree. The drinks have no added sugar and contain PromOat™, a proprietary soluble oat fiber ingredient from Sweden which captures the natural benefits of beta glucan, the healthiest part of the oat. Oatworks® is the easiest way for consumers to enjoy the natural goodness of oatmeal with a deliciously smooth taste and texture.

Each bottle of Oatworks® oat and fruit smoothie contains essential vitamins and minerals in addition to two grams of soluble fiber, equivalent to approximately two bowls of oatmeal. The oat beta glucan in Oatworks® smoothies delivers the well-known health benefits of oatmeal in a convenient and easy-to-enjoy format, helping to lower LDL cholesterol, keep hunger at bay, ensure the digestive system is functioning healthily and release energy steadily over time. Perfect as a snack, a meal, or on the go, the reason is, as Oatworks® proudly boasts: “Because Oats Work™.

Founded by a group of beverage entrepreneurs and food scientists, formulation and branding was led by First Beverage Group. Said First Beverage’s Managing Partner, Tom First, “Oatworks® speaks to consumer demand for healthy and functional oat-based products. Our strong brand name and clean packaging will create an exciting new opportunity for consumers and retailers.”

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About Oatworks
Oatworks is produced by Biovelop, a Swedish company that has developed PromOat™ using locally-sourced, non-genetically-modified oats. Biovelop’s patented separation method is free of chemicals, resulting in pure, natural ingredients that are full of healthy goodness. PromOat™ is the only clean-label, gluten-free soluble fiber derived from oats. Oat beta glucan actively helps to lower cholesterol and reduce the risk of cardiovascular disease. It is a low Glycemic Index (GI), prebiotic ingredient with applications ranging from weight management to improved digestive health to enhanced energy uptake. Supplied as a white, taste-neutral powder, PromOat is also a functional ingredient which adds body to smoothies and fruit juices and can be used as a low-fat emulsifier for healthy dressings, sauces and mayonnaises.

About First Beverage Group

First Beverage Group is a full-service financial services firm dedicated exclusively to the beverage industry. First Beverage focuses on providing growth solutions to leading operators in all segments of the beverage industry through a comprehensive range of products, including growth capital for emerging beverage brands, investment banking, and value-added consulting services. Headquartered in Los Angeles with offices in Boston, New York, and Portland, the First Beverage team has over 200 years of experience in the beverage industry. For more information, please visit the company’s website,