The Flow: TrimWater cares, Peltz buys Starbucks

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SEC filings show that activist investor Nelson Peltz’s Trian Funds has acquired
a $14.1 million stake in Starbucks – about 0.1 percent of the company’s
outstanding shares.


PurBlu Beverages
, the creator of GIVE Natural Spring Water, announced the
hiring of Mark Slepak as Director of Sales. Slepak previously worked for Reed’s
., Jones Soda, and Red Bull North America. • Two former sales executives of
Goya Foods have been named to top leadership positions at Multi-Vitamin Energy
. Multi-Vitamin Energy Corp. CEO Victor Rios and Chief Operating Officer
Juan Polanco both left the food manufacturer last month. • The Sunny Delight
Beverages Co
. named Rick Suchenski as vice president and business team leader
for Fruit2O flavored water.


Rudy Nutrition, Inc.
announced a new agreement with Mission Industries to make
product available to employees in all of its plants. Mission Industries is an
industry leader and in laundry business, servicing the daily needs of the
largest resort destination in the world, Las Vegas, Nevada. It has several
plant locations providing services throughout the Las Vegas and Northern
Arizona areas. • ZICO LLC, the pioneer of the fast-growing coconut water
category, announced that it will be a beverage supplier for New York’s
Greenwich Hotel. • Faded Energy announced the agreement with Southern Wine
& Spirits Nevada
to distribute Faded Energy within the State. • DNA
Beverage Corporation
makers of DNA Energy Drink announced it has launched its
own distribution operation, Grass Roots Beverage (“GRB”) to service 750
accounts already carrying its energy drinks in South Florida. • Purple Beverage
Company, Inc.
announced that Tomassetti Distributing of Meriden, CT, has agreed
to distribute Purple throughout New Haven County. • With the addition of Kmart
Stores in California, Nevada and Arizona, The Liquid Experience Group, makers
of The Jimi Hendrix Liquid Experience has expanded its distribution network
across the U.S. and into Canada. • MUUD Coffee and newly signed distribution partner
Big Geyser to debut re-designed can in NYC. • Hat Trick
has completed its transaction with Tonino Lamborghini energy drink
and will become Lamborghini’s exclusive importer of the USA and Canadian
Skinny Nutritional Corp. announced a distribution and promotional
partnership with Lukoil Americas, which places all five flavors of Skinny Water
in over 120 stores in the Philadelphia region.
Celsius Holdings, Inc
announced a distribution partnership with Griffin Beverage Company for
distribution coverage for the state of Michigan.


was on hand May 16 to support The Glamorous Red 2nd annual live
makeover competition. Attendees were treated to vodka Trimtinis. TrimWater announced a partnership with Jeffrey Kalinsky, of
the Jeffrey high-fashion stores in NY and Atlanta, to support the fund raising
efforts of the Jeffrey Fashion Cares non-profit organization.
acclaimed actress, Kim Raver, was recently named spokesperson for the Volvic
Bottled Water
“Drink 1, Give 10” campaign. The unique campaign seeks to assist
UNICEF in addressing the lack of access to clean water in Ethiopia by designing
efficient water supply systems, building wells and latrines and providing
hygiene and sanitation education. • R&B superstar Alicia Keys has
reportedly landed a $25 million deal with U.S. drinks firm glaceau to front a
new campaign for its vitaminwater line. • The BAWLS sales team joined forces
with distributors in Arizona and Virginia for week-long crew drives in April
and early May 2008, and BAWLS Guarana recently received authorization for
placement in all 7-Eleven stores in Canada. • Function Drinks announced today
the launch of PROJECT: URBAN DETOX, an on-going collaborative initiative in
partnership with the national reforestry organization, TreeLink, to promote
healthy living through urban forest and tree stewardship. Function Drinks will
donate a portion of their proceeds from participating retailers throughout the
country to TreeLink and their local organizations in an effort to increase the
green canopies in urban communities. • Venus Williams announced a partnership
agreement with Coca-Cola to promote Powerade Zero. • Skylarhaley’s all-natural
essn juice beverages were featured at the rehearsal, gala dinner and in gift
bags of the 15th Rainforest Foundation Fund Benefit Concert. • FUZE will join
the Susan G. Komen Race for the Cure Series for 2008 and 2009 as a national sponsor
and bring a healthy ‘infuzion’ of positive energy to the race series and the
breast cancer movement. • Pepsi-Cola completely renovated its Web site. See it at Gatorade Company, a division of PepsiCo (PEP), announced a
new relationship with LaDainian Tomlinson of the NFL’s San Diego Chargers.
reached an endorsement agreement with Jeff Nygaard of the Association of
Volleyball Professionals Pro Beach Volleyball Tour.
BAWLS Guarana will keep
thousands bouncing as the Official Energy Drink of Crypticon Seattle 2008 on
May 23-25.