The Flow: Madonna invests in Vita Coco; Pepsi to get healthy


  • Madonna Investment Buoys Vita Coco – Soon after announcing that an extraordinarily high-profile group of investors things went a little crazy around the Vita Coco office. Link
  • Nooyi: PepsiCo to focus on healthy foods, impact – PepsiCo Inc. CEO Indra Nooyi said recently that her company will account for its cost to society when calculating profits, and will also increase its focus on “good for you products.” Link
  •, Inc. Takes Environmental Action and Joins 1% for the Planet – The industry was stepping up and taking environmental concerns seriously, and it has also made it clear that BevNET and Beverage Spectrum should step up as an organization and to take responsibility for our own environmental impact. Link


  • Dr. Robert Paul announced the introduction of his Nawgan cognitive drink. Link
  • PRO FOODS LLC announced the debut of three protein-fortified products, including PRO H2O and PRO ADE. Link


  • Blue Gem Enterprise announced that it added distribution of Title Sports Drink and other allied brands at 205 greater Orlando Walgreens Stores. Link
  • BeBevCo announced that Binks Beverages in Escanaba, Mich. will distribute Koma Unwind Shots in the immediate future. Link
  • Pickle Juice Sport added distribution at 200 H-E-B stores in Texas. Link
  • DNA Beverage Corporation announced distribution in Georgia. Link


  • The Massachusetts House of Representatives approved a bill that would allow the state to ban high-calorie sodas and salty and sugary snacks from elementary and high schools. Link
  • The American Beverage Association spent $18.9 million on lobbying and advertising efforts in 2009, nearly 30 times what it spent in 2008, the National Journal reports. Link
  • drank has secured distribution with Polar Beverages in Worcester, Mass., but will be unable to add placement in Connecticut until the product registers with the state’s Consumer Protection Commission. Link


  • The Electric Beverage Company, Inc., owner and bottler of Title Sports Drink, announced that it kicked off its Orlando and Central Florida marketing campaign at The Dragon Room in Central Florida. Link
  • Coulter Motorsports officials announced a multi-year sponsorship with Rip It Energy Fuel starting in the new 2010 ARCA season. Link
  • Monster Energy Drink will continue its long-time sponsorship of Turner Motorsports driver Ricky Carmichael in 2010 and beyond. Link
  • The Coca-Cola Co., Inc. will include a number of environmental efforts as part of its zero-waste, carbon-neutral sponsorship of the Winter Olympics in Vancouver. Link
  • The Coca-Cola Co., Inc. announced a partnership with Keep America Beautiful as part of a $60 million investment in U.S. recycling initiatives. Link
  • PepsiCo Inc. rolled out its Juicy Rewards program for Tropicana. The program offers points for every purchase. Rewards include Adidas shoes, TaylorMade golf balls and a trip to the local zoo. Link


  • Energy drinks may cause platelet aggregation, which may explain the reported associations between the drinks and cardiac arrest and sudden death, according to a study by Adelaide University researchers in the American Journal of Medicine. Link
  • Sambazon and iTi Tropicals, Inc. reported the results of a 30 day study in which subjects consumed 100 g of Sambazon Acai Pure packs twice daily. Participants’ fasting glucose, insulin, total cholesterol, and LDL (bad cholesterol) were significantly reduced, as compared to the baseline. In addition, post-prandial (between meals) increases in blood glucose levels were significantly reduced. Link


  • The Coca-Cola Co., Inc. has taken over the lead of the orange juice category from PepsiCo Inc., and Advertising Age looked at some of the possible factors that lead to that change. Link
  • PepsiCo Inc. will support its “Refresh Project” through paid pitches on NBC’s “Today,” the New York Times reports. Link
  • Coca-Cola Co., Inc. CEO Muhtar Kent talked sustainability with Forbes. Link
  • The Coca-Cola Co., Inc. and PepsiCo Inc. have both lost share of the bottled water market to private label brands and will have to employ new tactics to change that, the Atlanta Journal-Constitution reports. Link
  • Beverage companies have tried to improve their brands’ environmental image by making bottles lighter and using less plastic, the Atlanta Journal-Constitution reports. Link


  • Senomyx, Inc. will release its financial results for the fourth quarter and fiscal year ending Dec. 31 on Thursday before the opening of the U.S. financial markets. The Company will also host a conference call with a live Internet broadcast on the same day at 11:00 a.m. EST. To access the live Internet broadcast or a subsequent archived recording, log on to the Investor Relations section of Senomyx’s website at
  • The Pepsi Bottling Group, Inc. reported its financial results for the fourth quarter and full-year 2009. For the full year, PBG reported net income of $612 million. PBG reported net income of $90 million in the fourth quarter of 2009. Link
  • PepsiAmericas, Inc. announced that it will release its fourth quarter and full-year 2009 financial results before the market opens on Friday, February 12. The company will not host a conference call in connection with this release.


  • Crystal Springs, a bottled water brand of DS Waters of America, Inc., announced it is working with local officials in the impacted areas of Haiti to help provide safe drinking water to victims of the recent earthquake. The donation amounts to over one million 0.5 liter PET bottles of Crystal Springs water. Link
  • H2Om Water with Intention announced its product was served to performers participating in a remake of “We are the World,” produced to inspire support for Haitian disaster relief.


  • The Pepsi Bottling Group, Inc. announced that it has signed a Letter of Intent to acquire Pepsi-Cola Bottling Co. of Yuba City, Inc., a Pepsi-Cola franchised bottler based in northern California. Link
  • PepsiCo Inc. has shifted digital duties for Gatorade from Omnicom Group’s TBWA/Chiat/Day, Los Angeles, to WPP interactive agency VML, AdvertisingAge reports. Link


  • Goodman Beverage Co. is negotiating to buy 16 acres of a former Ford Motor Co. in Lorain, Ohio. Link


  • PepsiCo Inc. will invest $200 million in India to enhance manufacturing and agricultural activities, The Hindu reports. Link


  • Beverage marketers can induce consumers to think a little longer about their product by using a non-descriptive name, according to a recent article from Branding Strategy Insider. Link
  • Investors now view a default by the U.S. Treasury as more likely than a default by The Coca-Cola Co., Inc., the Wall Street Journal reports. Link