The Flow: FDA announces new guidelines; ABA’s $7m tax lobby


  • The U.S. Food and Drug Administration released guidance for determining the difference between liquid dietary supplements and beverages. Link
  • The American Beverage Association has been operating in a state of paranoia, according to the Associated Press, spending more than $7 million in three months lobbying against a sugared beverage tax that was never very likely to pass. Link
  • From Beverage Spectrum Magazine: Over-experienced? – The divide between big firms & entrepreneurs Link
  • Only 4 days until BevNET Live Winter ’09 Link


  • Kronik Energy announced its newest flavor, Vengence, which will be available in late December. Link
  • Dream Foods International, LLC announced its new single-serve Italian Volcano Blood Orange and Tangerine Juices. The 8.5 oz. bottle comes at a suggested retail price of $3.59. Link The company also announced the launch of its organic old-fashioned premium Italian Volcano Lemonade and Limeade. Link
  • Columbia Gorge Organic announced the addition of Meyer Ginger Lemonade, a spicy lemonade made with fresh ginger, cayenne pepper and smooth, aromatic Meyer lemons, to its Satisfier line. Link


  • Naya Spring Water‘s new owner, private equity firm Catterton Partners, is planning aggressive U.S. expansion using the first 100 percent recycled plastic bottle as a key point of differentiation. Link
  • Celsius Holdings, Inc. announced that Celsius will be available at A&P and Pathmark Stores. Link
  • The Coca-Cola Co., Inc. welcomed its new 90-calorie Coca-Cola Mini can to New York City by inviting local families to a “mini” dance lesson with the famous Radio City Christmas Spectacular cast and the Rockettes. Link
  • Apple Rush Co., Inc. and Apple Rush Maui, LLC, announced they received confirmation from Robeks juice shop chain that Apple Rush has now become an approved product for its Western U.S. Division stores. Link


  • The Food and Drug Administration has requested comments on a study examining consumer reaction to possible modification of Nutrition Facts labeling. Link
  • Speakers at a Dec. 15 Federal Trade Commission public forum will examine new research on the impact of various food advertising techniques on children and the statutory and constitutional issues surrounding governmental regulation of food marketing. Link


  • Bebida Beverage Company CEO Brian Weber announced that the company will now operate under the abbreviated name of BeBevCo. Link
  • Jones Soda Co. has launched a tie-in promotion with the North American release of the latest version of Konami Digital Entertainment’s Karaoke Revolution videogame, in a campaign that will include retail and viral components and a sweepstakes. Link
  • 5-Hour Energy is hosting another Featured Fan Contest. Winners will receive a 3-month supply of 5-Hour Energy and a personal Web page in the 5-Hour Energy Fan Zone. Link
  • Mutt, a Portland, Ore., startup launched by three ex-Wieden + Kennedy execs, has won advertising duties for The Coca-Cola Co., Inc.‘s Mello Yello brand. Link
  • The Coca-Cola Co. Inc. will launch a new global campaign for Fanta. Link
  • Coca-Cola Bottling Consolidated Co. awarded JM Alexander Middle School the $1,000 grand prize in the Coca-Cola “Give It Back Challenge.” The contest was part of a program sponsored by Coca-Cola featuring 12 Charlotte Mecklenburg middle schools with a goal of teaching students the importance of recycling. Link
  • Venom Energy drink announced it has signed a multi-year sponsorship with Andretti Autosport to continue as primary sponsor of the #26 car driven by Marco Andretti. Venom Energy will activate the partnership with in-store merchandising, consumer sweepstakes and retail appearances. Link
  • The Coca-Cola Co. Inc. is introducing consumers to their own doppelgänger to show just how much that Coke Zero is a lot like Coca-Cola Classic. Link


  • Sensient Flavors released its top 10 beverage flavor profile predictions for 2010. Link
  • Frequent energy drink ingredient L-carnitine may not have any effect on healthy individuals, the L.A. Times reports. Link
  • A new study by researchers at the University of Alabama at Birmingham School of Public Health shows that obesity research may be misrepresented by scientists operating with particular biases on topics related to weight, nutrition and the food industry. Link


  • Philanthropy consultant Lucy Bernholz noted NUMI Tea as an example of a “benefit corporation,” one that incorporates a deliberate public benefit into its charter, during an interview on public radio program Marketplace. Link
  • EmpowHer published an article exploring the benefits of taurine. Link
  • The founder of Vital Energy describes his non-carbonated energy product as like “Red Bull and vitaminwater had a baby,” according to Rochester, N.Y.’s WHEC. Link


  • Coca-Cola Enterprises will host a conference call with analysts and investors on Thursday, December 17 at 11:00 a.m. ET. John F. Brock, chairman and chief executive officer, and Bill Douglas, executive vice president and chief financial officer, will provide an update on 2009 business trends and discuss the company’s outlook for 2010. The company will webcast the conference call via its Internet site at A replay of the presentation will be available at the site later that day.
  • Japan beverage firm ITO EN LTD. announced that group net profit increased 47 percent on the year to $53.7 million for the six months ended October 31, as cost-cutting measures offset lower sales of some teas. Overall sales fell one percent to $2 billion. The sales volume for products under the Oi Ocha brand dropped amid the economic downturn. Link
  • New Leaf Brands, Inc. announced the completion of $1.5 million in private debt financing. The financing was provided by two accredited investors and is not convertible. Proceeds of the financing will be used for working capital and inventory to meet New Leaf’s existing product demand in 2010 and execute on its plans for expansion. Link


  • Extreme Beverage, LLC in Dallas Texas reported that it purchased the BooKoo energy brand.
  • Beer Capitol Distributing – Lake Country of Wisconsin is acquiring W.O.W. Distributing Co., Inc., also of Wisconsin. Link
  • Japanese brewer Suntory Holdings said it will buy a U.S. Pepsi bottler and may consider more such acquisitions. Link


  • Triumbari Corp added a 3 L PET Grip bottle to its multi-serve offerings. Link


  • PepsiCo CEO Indra Nooyi sat with India’s Economic Times for an interview centered on her company’s activity in that country. Link


  • Buppert, Staalstrom leave BAWLS – Hoby Buppert, chief executive officer, and Christina Staalstrom, chief operating officer, acknowledged their departure. Both declined to comment further. Link


  • To promote the upcoming introduction of Mazda’s smallest car to be sold in the U.S., the company handed out Mazda2 Zoom-Zoom energy drinks during the Los Angeles auto show media days. Link
  • The Coca-Cola Co. Inc. and its bottling partners announced that 100 percent of their new vending machines and coolers will be hydrofluorocarbon-free by 2015. Link