Expo West Preview: Revamped Mix1 Ready for its Close-Up

Under new management and featuring a reformulated line-up and updated packaging, mix1 is set to make its return to the market. The company today announced that it will debut its new look at the upcoming Natural Products Expo West show, which will take place next month in Anaheim, Calif.

Mix1 CEO Cameron Robb, who purchased the mix1 brand assets from The Hershey Co. in July 2013, stated that the company “performed extensive market research which lead to the changes” in the beverages. The revamped Mix1 shakes will maintain a natural formulation and feature a significant increase in the protein content of the drinks — 24 g, up from 15 g — with less, calories, carbohydrates and sugar per 12 oz. bottle, according to the company.

The brand has also undergone a significant packaging redesign, trading its slim grip bottle and primary color scheme for a slightly rounder package and a full wrap label that is divided between a black swath and imagery of the flavors and ingredients in each variety.

Robb leads a team that will attempt to build a new distribution network for mix1, which was shut down by Hershey in December 2012. Hershey had been the majority owner of the brand and pumped a combined $12 million into mix1 from 2011 to 2012. Following a tumultuous first half of 2012 for mix1, Hershey announced a redesign of its packaging and a new sales and marketing effort, but ultimately made the decision to cease production and dissolve the company.

Robb is joined by longtime beverage veteran Kevin Conrad, who spearheaded the aforementioned redesign and sales efforts, which were intended to jumpstart sales of the brand in grocery and convenience channels. Conrad holds the title of President of Sales and Distribution, while Coby Bush, who previously worked with mix1 as consultant, will head up operations for the company.

Here is mix1’s statement in full:

mix1 to debut its New Products at Natural Products Expo West in Anaheim

SCOTTSDALE, AZ, Feb. 18, 2014 /PRNewswire/ – mix1 Life, Inc., (OTCBB: MIXX), an innovator of delicious, ready to drink, natural protein beverages, today announced that the company will debut their new products at Expo West trade show on March 7-9th, 2014.

Mix1 can be found at booth # 6019, at the Natural Products Expo West 2014 on March 7-9th, at Anaheim Convention Center, Anaheim, CA USA.

Natural Products Expo West continues to be the leading trade show in the natural, organic and healthy products industry, attracting over 60,000 industry professionals and 3,000 exhibits to the Anaheim Convention Center. Rated as one of the top 200 trade shows in the US by Tradeshow Week, mix1’s formulas were changed to meet the demands of its already established consumer following, and the company will debut its new formulas at the show.

“We have a new taste, new higher protein count, and have remained Natural”, says Cameron Robb, President and CEO of Mix1 Life, Inc. “mix1 performed extensive market research which lead to the changes made to our drinks and we are excited to debut them next month at Expo West in Anaheim.”

About Mix1 Life, Inc.

Mix1 Life, Inc., (“MIXX” or “mix1”), is the innovator and distributor of mix1 natural nutritional products. Here at Mix1 the philosophy is pretty simple: we only create products with natural, high-quality ingredients that are truly functional. We believe natural products are better than artificial ones and are the key to leading a healthy balanced life. As a company we want to improve people’s lives by promoting active lifestyles and overall health. Mix1 has the perfect mix to fit your life and schedule. Never again will you miss getting the necessary nutrients because you were too busy to eat. We strive to help you make healthy choices during your busy day in order to help you feel your best not only today, but every day.