Expo West Intro: Rob’s Fizz

Rob’s Really Good Beverages will debut Rob’s Fizz, a line of zero-calorie sparkling drinks, at this week’s Natural Products Expo West show in Anaheim, Calif. The new products follow the company’s transition last year to an entirely zero-calorie portfolio of drinks.

The three-SKU line comes in three flavors – Tart Cherry, Grapefruit and Coconut Pineapple – each of which is sweetened with a blend of erythritol, monk fruit extract and organic stevia extract. The drinks will have a suggested retail price of $1.49, in line with the rest of Rob’s beverages.

Rob’s Fizz is not the first incarnation of a sparkling drink line for Rob’s. In June 2012, the company announced plans to launch a line of zero-calorie Kola-nut based sparkling beverages. However, Rob’s founder Rob Ehrlich told BevNET that the company had difficulty in formulating an ideal flavor profile for the drinks, and they have yet to hit the market. Nevertheless, Ehrlich said that the company is working to develop a new formulation for the products, along with a new chia and cherry-flavored variety for its still line of drinks.