DALLAS, TEXAS (October 18, 2010) – Provita Energy USA, LLC has entered into a strategic brand development and distribution agreement with Coca-Cola Bottling Company Consolidated (NASDAQ;COKE) and wholly owned subsidiary, BYB Brands, Inc. Provita Energy USA is the nation’s newest line of protein and vitamin fortified products in an easy to use 3oz shot with 42 grams of protein. The new Provita products will have access to the operational and supply chain capabilities of Coca-Cola Bottling Company Consolidated and national sales handled by BYB Brands, Inc. Coca-Cola Bottling Company Consolidated has received an undisclosed equity stake in Provita Energy USA. Initial distribution will be targeted at key markets across the southeastern U.S., including but not limited to Nashville, TN and Charlotte, NC.
National sales have already begun through BYB Brands sales organization for the supermarket, supercenter, drug, mass, club, convenience and value channels.
The initial launch will include four distinct products under the Provita trademark and each product contains 42 grams of Protein and 17 essential vitamins and minerals all packed into a great tasting 3-oz shot! The line up consists of: Provita Energy, Provita Slim, Provita Chill and Provita Protein. This new line of products creates a whole new category in the world of shot products that are currently comprised of energy only brands that lack the necessary and functional attributes contained in protein and vitamins.
Provita Energy USA is the brainchild of John Polk, who is also the founder of Boo Koo Energy drinks. For the Provita products, he wanted to develop a line of good tasting protein and vitamin enhanced drinks that could provide real nutrition in a 3-oz serving. The foundation for each product is 42 grams of protein and 17 essential vitamins and minerals.
Each product is differentiated by incorporating the appropriate need state based on consumer preference, e.g., energy, weight loss, relaxation, etc. By researching sources of protein, Polk decided to use the same proteins and amino acids found in the medical community. This concentrated, Anabolic Protein is the basis for Provita products. Says Polk, “After trying every protein drink and protein bar, I decided to brew something that tastes great, goes down easy and has the essential protein and vitamin mineral combination to replace the daily needs of every consumer.
It made sense to use the same high-quality concentrated protein used in the medical community because I wanted what I call ‘real nutrition’ to be the basis of Provita beverages. When I sampled my first taste of Provita, I immediately knew I had something others would want to add to their daily diet. From that moment, I decided to use the recipe as the basis of each of the four products for the initial line up.” “ We are very excited to be partnering with Provita Energy USA. The protein RTD category is poised for very large retail dollar growth and Provita is an easy to use daily beverage for the consumers protein dietary needs.” says Norman George, President of BYB Brands, Inc., and a beverage industry veteran.
About Provita Energy USA, LLC.
Provita Energy USA, LLC is a wholly owned company specializing in protein, vitamin and mineral infused beverages. It’s portfolio of products offers essential protein and vitamins in every 3-oz serving. Provita products can also be found on-line at www.provitaprotein.com.
About Coca-Cola Bottling Company Consolidated
Coca-Cola Bottling Company Consolidated is the largest independent Coca-Cola Bottler in North America and regarded as one of the leading beverage companies in the world. Coca-Cola Bottling Consolidated makes, sells delivers carbonated and noncarbonated beverages, primarily products of The Coca-Cola Company. It is experienced with the supply chain logistics involved in rolling out a new product regionally and nationally. Coca-Cola Bottling Co. Consolidated is listed on the NASDAQ national market system under the symbol COKE.
About BYB Brands, Inc.
Beverages and Beyond Brands, Incorporated (BYB Brands, Inc.) is a full-service brand development company, specializing in new and alternative beverages as well as other consumable products. BYB is committed to developing new and profitable brands that people want. Headquartered in Charlotte, NC, BYB Brands, Inc., is a wholly owned subsidiary of Coca-Cola Bottling Company Consolidated.