The Flow: Caffeine petition, Pepsi’s designs

FINANCIALS
Viva Beverages, LLC signed an exclusive contract with Surefil LLC to produce a two ounce liquid dietary and vitamin supplement, Quick Energy. Danisco agreed to acquire an equity stake in the New Zealand company GraceLinc Limited. GraceLinc produces and markets Glucagel, which is a naturally-extracted barley beta-glucan. As a soluble dietary fibre ingredient, Glucagel has potential health benefits, particularly for cardiovascular health, digestive health and glucose and weight management. Last week, the Abita Springs, La. Board of Aldermen sold the rights to its logo to Princess Spring Water LLC.

LAW AND POLICY
In the latest example of backlash against energy drinks, 100 scientists and physicians signed a letter sent to the FDA asking the agency to require energy drinks to include on their label how much caffeine the drink contains. Coca-Cola CEO Muhtar Kent told the beverage industry last week that it needs to fight against claims that the industry is at fault for America’s obesity epidemic. Coca-Cola unveiled more hybrid delivery trucks, this time in Detroit. The Food and Drug Administration approved new health claims linking calcium and vitamin D with bone health and a reduced risk of osteoporosis, allowing processors to add these claims to the labels of eligible foods. The claims can be used on packages of reduced-fat, low-fat and fat-free milk and qualifying yogurt varieties, as well as other food products that qualify as excellent sources (20 percent or more of recommended Daily Value) of calcium or calcium and vitamin D per standard serving. The Associated Press printed an article examining the phenomenon of can-return fraud. The Coca-Cola Company released its fifth annual Sustainability Review.

PEOPLE
John Hunter, a former Coca-Cola Co. executive, was named to the board of Coca-Cola Enterprises. Hunter replaces Gary Fayard, who resigned from the CCE board. Fayard is Coca-Cola’s chief financial officer and executive vice president.Coca-Cola said Fayard resigned from the CCE board, so he could devote more time to his role as Coca-Cola’s finance chief.

MISCELLANEOUS
A Newark, N.J. man has been charged with stealing cases of water from trucks at the Poland Springs distribution center on Cottontail Lane to support his alleged drug use. Amid the environmental backlash against bottled water, a compay called Sodastream took a swipe at all RTD beverages in promoting their Sodastream home soda maker. MediaPost’s Marketing Daily ran an instructive article about recession-proofing your brand. Sign up for the free membership. It’s worth it. A study performed at Yale University found that test subjects asked to hold a hot beverage perceived new people they met in a better light than when they held a cold beverage. According to a new study released by the Keller Fay Group, Coca-Cola is currently the most talked about brand in America. The ranking was drawn from 25,142 consumer conversations conducted between January and August 2008. Advertising Age published an article exploring how quickly Pepsi redesigned its logos, and how much the process likely cost. Pepsi introduced a “Yogurt” flavor in Japan.

PROMOTIONS/APPERANCES
PepsiCo revealed mockups of its planned new packaging. • Vital Action Performance Water sponsored Transworld Motocross Girl’s Ride Day on October 23 in Colton, CA. Coca-Cola released photos of their new promotional Zero Zero Seven packaging to correspond with the new James Bond movie, Quantum of Solace. • Changing Times Vitamins, Inc. announced the signing of Ultimate Fighting Championship fighter Marcus Aurelio as a spokesperson for RecoveryX. BYB Brands launched a contest seeking new beverage ideas. People who recieve winning ideas will receive anual payments based on commercialization as well as a $2,500 advance. • SoNu Water signed on as the official flavored water of the New York Islanders.