Richmond, VA (October 14, 2003) –
With the sweep of a pen, outgoing California Governor Gray Davis signed into law California’s SB677 legislation that sets nutrition standards for all beverages sold on elementary, middle and junior high school campuses in the state of California. The law limits the sale of beverages in schools to milk, water, 100% fruit juices or fruit based drinks with no less than 50% fruit juice and no added sweeteners, and electrolyte replacement beverages with no more than 42 grams of added sweetener per 20-ounce serving. Permitted beverages may be sold from 30 minutes before school to 30 minutes after school and sold all day in vending machines.
The Switch Beverage Company of Richmond, Virginia, is excited about the new law. The Switch offers a line of 100% juices that are 100% carbonated and available in 12 ounce glass bottles and aluminum cans and is one of the only carbonated beverages to meet the states criteria. “Goodbye Coke and Pepsi and hello to The Switch”, says a very jubilant Bill Hargis, co-founder and CEO of The Switch. “We are happy that California students will have healthy alternatives to choose from in their schools. Students love The Switch because it tastes great, like a soda; parents and educators love it because it is 100 juice and their kids love it.”
California is not alone. At least 21 states including Alaska, Arkansas, California, Connecticut, Hawaii, Iowa, Illinois, Kentucky, Maryland, Maine, Massachusetts, Missouri, Montana, New Mexico, New York, Oklahoma, Texas, Utah, Virginia, Washington, and Wyoming have either introduced or are considering introducing legislation that mimics California’s. Of these, ten states-Arkansas, Connecticut, Iowa, Illinois, Maryland, Maine, Massachusetts, New Mexico, New York and Texas-are considering forming committees, task forces or commissioning studies to address and study childhood obesity.
The Switch has been selling to schools in California, Minnesota, New York and New Jersey for several months and sales are going through the roof. “We are going to need additional production if these trends continue”, adds Mr. Hargis.
The Switch plans to introduce four new 100% juices that are 100% carbonated in 12 ounce cans in January: Fruit Punch, Grape, Orange Mango, and Black Cherry.
The Switch is 100% Juice, 100% Carbonated. The beverage includes no added sugar (or as some other beverages companies call it on their list of ingredients: corn syrup, high fructose corn syrup or medium invert). There are no artificial flavors, colors or preservatives. It does not contain caffeine. The Switch contains 100% of the RDA for Vitamin C and is the equivalent of 2 servings of fruit based on the USDA Food Group Pyramid.
“You won’t find any mystery ingredients that you can not pronounce or spell,” said Hargis. “The Switch will never insinuate that it’ll make you sexier, grow your hair back, help you lose weight or anything else. It tastes great, and it is good for you. It’s that simple.””
The Switch Beverage Company was founded in Richmond, VA in 2000. For additional information log on to www.getoffthehype.com. Digital images are available at http://www.getoffthehype.com/pressroom_mediadownload.php
CONTACT: Bill Sipper
804-675-4156 x 356