Headlines

Sports and nutrition brand FRS announced it is terminating its deal with PepsiCo at the end of the year and turning much of the responsibility for its chain account management to sales/distribution organization L.A. Libations. FRS uses PepsiCo’s distribution system to reach major grocery and drug chain accounts, however, the system is also employed by Gatorade and the arrangement has resulted in FRS failing to receive the kind of support it felt it needed, according to CEO Carl Sweat.

The curtain may have closed on the 2012 Summer Olympics in London, but ZICO's partnership with the international games is just getting started. Last week, ZICO announced that it was named "the Official Coconut Water of the Olympic Games," a designation based on parent company The Coca-Cola Co. Inc.'s sponsorship of the Olympics, and one that provides the coconut water company with the same marketing rights as Coke through the duration of its current sponsorship.

Concerned about the long-term risks of water shortages, the top beverage companies in the world are spending millions of dollars every year on conservation and sustainability efforts to protect access to the crucial ingredient, according to a recent article by the Associated Press.

One Drop is unlike the rest of the Marley’s Mellow Mood line in that it is not a “relaxation beverage.” The Marley brand has been growing – it’s up to more than 65,000 stores in the U.S. and 10,000 internationally, according to company president Kevin McClafferty, but so far One Drop is only in about 10,000 of those domestic accounts.

The Coca-Cola Co. Inc. has introduced a new line of tea and juice drinks for its FUZE brand as it prepares to hand over distribution of Nestea to Nestle Waters North America (NWNA) at the end of 2012. Earlier this year, Coke and NWNA announced that they would alter their 20 year partnership and marketing agreement of the Nestea brand to focus away from North America.The new FUZE offerings include a lemon tea, a tea and lemonade blend, and a strawberry lemonade.

Since late March, the successful initial public offering (IPO) of natural foods company Annie’s Inc. (you’ve probably bought their macaroni and cheese before) has dominated market-related discussions within the natural products industry. One reason for this is that, unlike the technology industry, where IPOs frequently happen, consumer brands usually get acquired prior to achieving the size necessary to garner sufficient institutional investor interest to support going public.

Dean Foods, the largest dairy processor in the U.S., has announced plans to launch an initial public offering (IPO) for White Wave Foods, a company subsidiary that markets Silk, Horizon Organic, and International Delight brands. Dean is aiming to raise $300 million in the offering and use the funds to pay down its debt, according to the filing.

It's probably too late to put together a company before Expo East, but according to the New York Times, a lot of the athletes at the Olympics this year are drinking beetroot juice and tart cherry juice to improve their performance.

As part of a major expansion in its sales and marketing initiatives, Living Essentials, the marketer of 5-Hour Energy, has introduced a new pink lemonade flavor for the energy shot in an attempt to broaden its consumer base and appeal to a range of demographics, particularly women. Living Essentials is launching the new flavor in in partnership with the Avon Foundation for Women and has committed a donation of five cents per bottle of Pink Lemonade 5-Hour Energy to the organization.

According to the FDA, disease claims made on the Lithia site include that the product can help lower LDL cholesterol levels, can help lower blood pressure, and fight fungal and viral infections. And that's just for starters. The product also claims that the lithium bicarbonate in the product can help with everything from Alzheimers to headaches, cancer and strokes.