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LAW AND POLICY
Bionade received FDA approval and expects to hit the US shores in May. The company’s product had been in a bureaucratic tug-of-war due to its use of “barley malt in a fermented non-alcoholic product” (not your everyday combination). The Alcohol and Tobacco Tax and Trade Bureau and the FDA couldn’t agree over whether the product should be labeled using a food nutrition panel or a label design for a malt beverage. Also, the company expects a June ground breaking on a co-op production facility in Amana, Iowa, which will eventually be the US production site for Bionade. • Some restaurants in the Boston area have pledged not to sell bottled water in their establishments, and are encouraging others to do the same. • Coca-Cola and the World Wildlife Foundation are sponsoring an internship program at the University of Michigan to develop innovative solutions to fresh water conservation.
Shaw’s Supermarkets will launch the USDA Organic Certified Steaz Energy drink Berry and Orange flavors in 200 stores in April. • Power Trip Beverages, Inc. reached an agreement with 5-Star Beverage to sell Power Trip’s beverage line in San Diego. • Integrated Pharmaceuticals, Inc. announced that Snack Brothers Inc., a distributor servicing retail outlets in Eastern Ohio and Western Pennsylvania has agreed to carry the new mineral enhanced bottled water: HEALTHYCAL+. • Purple Beverage Company, Inc. announced that it has signed distribution agreements with Gulf Distributing Company Holdings LLC for placement of Purple in retail outlets throughout the Florida Panhandle.
Pepsi Bottling Group Inc. named John Compton, chief executive of PepsiCo Americas Foods, to its board. • Purple Beverage Company, Inc hired long-time Red Bull sales director Dan Morelli as Vice President of East Coast Sales and Distribution.
Evian Natural Spring Water became an official sponsor of the Olympus U.S. Open Tennis Tournament and signed Olympic Swimmer Larsen Jensen to their roster of athletes. As a bonus, Evian announced their renewed sponsorship of Tennis Star James Blake. • glaceau signed Minnesota Vikings running back Adrian Peterson to promote their vitaminwater brand. • The IndyCar Series announced a major multi-year agreement with Coca-Cola North America that will make Coca-Cola an official sponsor of the IndyCar Series through 2010. • Hall of Fame Beverages sponsored the Urban Network Music Convention in Newport Beach, CA, where Atomic Dogg and vodka was the drink of choice at the open bar. • Hiball Energy announced its sponsorship of San Francisco’s Lombardi Sports Elite Cycling Team and team member, Steve Holmes.