Amid Reset, Avitae Hires New CEO

Norman E. Snyder

After removing CEO Brian Pitzer on Oct. 29, downsizing its staff and restructuring its business operations, Avitae USA, LLC announced today the hiring of Norman E. Snyder as the company’s new president and CEO.

Formerly the CEO of Adina and the COO of SoBe Beverage, Snyder will aim to reorganize and relaunch the all-natural caffeinated water company and oversee its growth strategy, staffing, distribution and sales, according to a press release.

“We understand consumers’ demand for all-natural, better-for-you products that can enhance performance throughout the day,” Snyder said in the release.

Avitae, which was founded in 2008 and markets itself as a healthier alternative to diet soda, coffee, sports drinks and energy drinks, offers two levels of caffeine (45 mg and 90 mg versions), and contains no calories, sugars or artificial ingredients. It’s distributed mostly in the midwest and mid-Atlantic regions in chains such as Giant Eagle, Meijer, Heinen’s Giant, Wegman’s, Safeway, Speedway and Walgreen’s.

Snyder enters the fray during a transitional period for Avitae. Then-interim COO Robert Amodie confirmed in January that the company laid off its entire staff in November. Amodie said that Avitae’s resetting derived partly because the board’s members had become concerned with the viability of their investment in the company. The hiring of Snyder could alter the opinions of investors and revitalize the brand.

“We’re thrilled to have an experienced beverage executive like Norm leading our company,” Larry Pollock, Avitae’s board chairman, said in the release.

The release also notes that Snyder has already hired seven new sales and marketing personnel, including Tim Adam as V.P. of sales and Tapan Shah as director of marketing. Many of the hires have previous experience at SoBe, Vitaminwater, Fuze and DPSG.