Rainforest Revamps

Rainforest Beverages will be putting its soda brand, Rainforest Cola, on hold and instead launching a pair of new SKU’s in the coming months that feature fruit flavors more prominently. Started by duo of beverage newcomer Tom Bushkie and longtime beer expert Mike Mazzoni, Rainforest had attempted to break into independent beer houses seeking non-alcoholic beverage options on the strength of its use of acai and stevia to provide a healthier, all natural cola.

Now, they’re going to make another try with two new fruit-flavor based products, Rainforest Citrus and Tropifruit, they announced today. The release is below. Don’t give up on Cola just yet, the company says, as it will relaunch later this year.

Species Diversity: Rainforest's New Lineup

CHICAGO, July 11, 2011 /PRNewswire/ — There continues to be a strong market for natural, healthy and convenient beverages. To meet this growing demand, Rainforest Beverages is expanding its position in this category. The pioneer of the 100 percent natural, functional carbonated soft drink has launched two new flavors in a redesigned package.

Just like the original Rainforest Natural Cola, Rainforest Citrus and Tropifruit are a unique combination of high quality ingredients and superfruits from the world’s rain forests including Acai, ginseng, passionfruit, guava and mango. Sweetened with Stevia, these beverages are low in calories and sugar, and contain 100 percent of the recommended daily allowance of Vitamin C and antioxidants.

All Rainforest Beverages are sold in 12 oz. Rexam SLEEK® cans with labels that have been redesigned to give each flavor its own signature color, and prominently feature the brand’s signature rainforest frog as well its tagline of “The ‘Anti’ Soft Drink.”

“We are pleased to expand our offerings to provide consumers with a variety of carbonated beverages that are healthy and taste great,” said Tom Bushkie, president, Rainforest Beverages. “And our redesigned packaging helps us communicate our deep connection to the rainforest and our commitment to delivering completely unique, all-natural soft drinks. Rexam has been an excellent partner in this journey and we look forward to their continued support in building our brand and our business.”

The company chose Rexam SLEEK cans because they deliver brand differentiation and help the beverage stand out on retail shelves. In addition, the company wanted to demonstrate its commitment to sustainability by utilizing the most recycled beverage package in the world.

“We have continued to work closely with Rainforest Beverages to help them achieve their brand expansion goals,” said Andre Balbi, president and CEO, Rexam Beverage Can Americas. “In addition to looking great, their redesigned 12 oz. SLEEK cans will continue to deliver the superior recycling, sustainability and environmental benefits they have come to expect.”

Putting its commitment to the rainforest into action, the company has become the official beverage partner of RainTrust – an organization committed to preserving the Amazon region while building a sustainable rainforest economy. Through this partnership, with every 12 oz. Rainforest Beverage purchase, consumers will preserve one square foot of rainforest. A special website will provide access to the unique Global Positioning System (GPS) coordinates as well as an aerial grid photograph of each specific acre being saved.

Rainforest Citrus and Tropifruit are available now at Whole Foods and other natural foods retail locations in North Carolina, South Carolina, Georgia, Alabama and Tennessee. Rainforest Cola will re-launch later this year.