The Flow: Vitaminwater Lawsuit Proceeds; PepsiCo 10 Finalists


  • A federal judge has allowed a class-action suit alleging that Coca-Cola Co. Inc.-owned Vitaminwater employed false advertising in making health claims about its products. Link
  • The 20 finalists in the high-tech PepsiCo10 Competition have been chosen; the final 10 will work with industry mentors and activate new PepsiCo pilot programs. Link


  • EB Performance launches new performance beverages, Whey Juice and Whey Juice Skinny, to appear in Florida and Southwest regions of Whole Foods Market stores. Link
  • New Leaf has doubled production of its lemonade in the New York metro area as part of increased distribution and marketing efforts by Manhattan Beer. Link


  • Innovative Beverage Group and Premium Brands of northwest Arkansas collaborate will distribute drank across the state. Link
  • RelaxZEN has increased its New England distribution and will be sold in all 54 Nouria Energy Travel Centers and Gas Stations. Link


  • Reuters: Pregnant women who drink artificially-sweetened beverages may be more likely to give birth early. Link
  • Baltimore retailers find the new beverage tax to be a headache as they work to cover the new costs while retaining customers, reports the Baltimore Business Journal. Link
  • Coke’s VEB Unit plans to introduce an Asian zero-calorie drink in the next few months, and may put new VEB groups in Europe and Asia, according to interviews with Reuters. Link


  • New Leaf plans a guerrilla marketing campaign in NYC and is casting “Defenders of Taste” to hand out samples and raise awareness of unhealthy beverages. Link
  • See Celsius spokesperson Mario Lopez discuss his role and the upcoming “Ultimate Workout Challenge” promotional campaign. Link
  • EQ Labs, Inc. launches promotion with Wallgreens’ stores nationwide for an EQ Smart Energy Drink consumer to win a free personal poker seminar from poker celebrity Vanessa Rousso.
  • Seeking to reach yoga practitioners, Steaz Zero Calorie Sparking Green Tea will celebrate September’s International Self-Improvement Month. Link
  • Zipfizz plans to host the first annual golf tournament in Echo Falls, Washington, to benefit the Boys and Girls Club of King County. Link


  • Gatorade and STACK Media unite to develop the social network platform and online training tool, Gatorade Performance Center. Link


  • Smart Balance announced the launch of its Earth Balance non-GMO soymilk line at nationwide Whole Foods Market stores. Link
  • Spartan Beverages has launched a new protein water in Amcor Rigid Plastics’ hot fill bottles that incorporate active Hinge technology Link


  • Aquitina collapsible and refillable water bottles were a big hit in London — the inaugural batch of 400 sold out in 3 days in Carnaby Street store. Link
  • Loaded magazine team up with Podium Brands to produce the magazine-sponsored Loaded Stamina Shot, the The Herald Scotland reports. Link


  • Healthy U, the Hyatt Regency Chicago and area schools unite to bring the company’s health-conscious vending machines to employees and students in the city of Chicago. Link