New IZZE Natural Sparkling Fruit Juice Is Now Available In San Diego

BOULDER, CO (February 10, 2004) – San Diego has discovered pure refreshment.

Recently, the IZZE Beverage Company, a segment leader in the all-natural Sparkling Juice category, announced their partnership with San Diego-based, John Lenore & Co. As increasing numbers of Southern Californians opt for healthy, socially conscious lifestyle choices, they’re also searching for more natural refreshment choices. John Lenore & Co. will provide IZZE to these conscientious consumers across San Diego.

“Because IZZE appeals to multi-dimensional consumers, many of whom live in the San Diego area, we are excited for the opportunity to work with John Lenore & Co. and become a favorite choice of refreshment for IZZE Lovers in the area.” said IZZE Co-Founder and Vice President of Sales, Greg Stroh.

IZZE is a new, all-natural sparkling fruit juice inspired by European sodas. A pure blend of 100 percent fruit juice and sparkling water, IZZE contains no added sugars, caffeine, preservatives or artificial flavors. A bottle of IZZE Sparkling Fruit Juice combines a full serving of fruit with the hydration of carbonated, natural spring water.

“IZZE is a beverage unto itself. It’s a new kind of carbonated beverage that we know San Diego consumers will love.” said Todd Woloson, Co-Founder and President of IZZE. “We’ve already established key accounts such as San Diego State University, Orchard Market, Windmill Farms, The Cheese Shop, The Living Room and Rudy’s Cafe with the local IZZE sales team. Everyone is very excited about the product being in this market.”

IZZE is sold in natural food groceries and convenience stores nationwide, as well as in local groceries, delis and restaurants in 8 states. IZZE offers a thoughtful choice of 5 natural flavors and has recently launched a new flavor-Sparkling Clementine-to complement its original 4 flavors: Sparkling Pear, Sparkling Lemon, Sparkling Blackberry and Sparkling Grapefruit. Soon to be added to the IZZE family is Sparkling Blueberry.

In early-2004, IZZE will be available in proprietary 16-ounce, single-serving glass bottles in addition to 12-ounce bottles and 4-packs. Currently, IZZE is also available in an 8-ounce can for institutional retailers such as schools, airlines and hotels.

IZZE is designed to be part of a healthy, conscientious lifestyle, both internally and externally. “We’re really trying to position this product as a new category where consumers can ‘Discover Pure Refreshment.’ We wanted a product that appealed to well-informed consumers that care about the world around us,” said Todd Woloson, IZZE president and co-founder.

Woloson and Stroh started IZZE Beverage Company in Boulder, Colorado in June 2002. The original concept was to have some fun while raising money and awareness for the Global Education Fund (GEF). GEF is a non-profit organization started by Woloson and his wife, Eliza, in 1996 to develop libraries for underprivileged children throughout the world.

Additionally, IZZE is bottled and packaged in Cold Spring, Minnesota with Gluek Brewing Company, a division of John Lenore & Co. “Gluek has one of the only facilities in the world who can facilitate a gentle pasteurization process called Tunnel Pasteurizating, which IZZE must have for its all-natural Sparkling Juices.” says Drew Grumhaus, IZZE’s product development manager. “We are proud to produce IZZE with Gluek/Lenore, and it’s only natural that we make it available to the people of San Diego as soon as possible.”

IZZE Natural Sparkling Fruit Juice ( is available nationally in Harry & David stores and Wild Oats Markets. It is also available regionally in Whole Foods, natural food stores, grocery stores, gourmet delis, restaurants and local food stores in Colorado, California, Texas, Oregon, Washington, Georgia, Illinois and Michigan. IZZE is sold in 4-packs and in single-serve, 12-ounce glass bottles. Suggested retail price is $1.39-$1.49 per bottle or $4.99 per 4- pack. The new 16-ounce bottle will be available in 2004 along with the 8- ounce can.