SoBe ‘Lean Team’ Expands in 2005

NORWALK, Conn., — To help SoBe fans make smart beverages choices, the beverage company recently announced several new flavors will be added to SoBe’s guilt-free diet SoBe Lean line. The sugar-free, low- calorie beverage lineup will now feature Lean Energy and Lean Mango Melon in addition to the existing Lean Green Tea, Lean Peach Tea and Lean Cranberry Grapefruit flavors. The new flavors will launch nationally in February 2005, with the endorsement of the South Beach Diet and the help of author, TV personality and fitness expert Eric Harr.

“With health and wellness interest at an all-time high, there’s no better time for great-tasting low-calorie, low-sugar beverages,” said SoBe GM, Scott Moffitt. “We have no doubt these flavors will be top sellers for SoBe in 2005, and with the support of the South Beach Diet and Eric Harr, SoBe will be able to communicate timely, relevant news to calorie-conscious consumers nationwide.”


SoBe Lean has the endorsement of the wildly popular South Beach Diet program. All SoBe Lean flavors now boast a recognizable “South Beach Diet” logo on product packaging, and the logo will also be included on point of sale materials.

According to Dr. Arthur Agatston, the cardiologist who developed the South Beach Diet, “This diet provides the public with a vitally important message about the connection between a nutritious, fiber-rich diet, safe weight loss and disease prevention. SoBe Lean is a great fit with the diet, and we’re happy to be working with the SoBe team.”


Eric Harr, an author, magazine columnist, TV personality, and health/wellness expert, also extends his existing relationship with Team Lizard in 2005. Harr’s fitness tips will be published on the new SoBe Lean website, , and exclusive excerpts from his soon-to-be- published book, “The Shift,” will be printed on SoBe Lean point-of-sale materials. Harr will also anchor a year-long multiple-city SoBe Lean fitness and consumer education tour entitled “SoBe LeanCities” in 2005.

According to SoBe VP of Marketing, Tom Smallhorn, “Eric Harr is a credible health and wellness expert who truly supports the brand. His energy and enthusiasm are boundless, and his strong media relationships will help us spread the SoBe love through print and broadcast outlets nationwide.”


The new SoBe Lean flavors include SoBe Lean Energy, which offers the tasty benefits of popular SoBe Energy in a delicious sugar-free, low-calorie package and SoBe Lean Mango Melon, which was inspired by fan favorite SoBe Nirvana. According to Smallhorn, “We’ve done a great job translating the benefits of some of our most popular beverages into delicious options for calorie- conscious consumers. Unlike many of our competitors, we don’t ask our consumers to sacrifice great taste when choosing a diet beverage.”

All the SoBe Lean flavors feature one carbohydrate or less and 5 calories or less per 8 fl. oz. serving. They are sugar-free, (sweetened with Splenda(R) and Ace-K,) and contain 100% of the daily recommended value of Vitamin C per serving. All SoBe Lean beverages are designed to support a weight-management program when combined with a healthy diet and regular exercise. In addition to the South Beach Diet logo, each SoBe Lean flavor will feature PepsiCo’s new “SmartSpot” on the product label, to emphasize to consumers that these beverages are smart choices in a healthful diet. The new flavors will be line-priced with other SoBe 20 oz. beverages and will hit store shelves in early 2005.