ACTIVATE News

New ACTIVATE(TM) Drinks Give Pre-Mixed Functional Beverages a Run for Their Money

LOS ANGELES, July 22 PRNewswire — According to a study conducted by Covance Laboratories, vitamins and other healthful ingredients deteriorate sitting in water. ACTIVATE(TM) (http://www.activatedrinks.com) is a new functional beverage that stores ingredients inside an innovative cap. Storing the ingredients separate inside the cap keeps them fresh until the moment they're released, for maximum potency and effectiveness.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080722/LATU518)

For the founders of ACTIVATE, taking vitamins every day had become more hassle than it was worth. "Swallowing horse pills was uncomfortable and hard to remember. Dumping supplement powders into water bottles was just messy and awkward. The cap provides a new form of ingredient delivery and an easy way to keep healthy," said co-founder Anders Eisner.

When the patented cap is twisted clockwise, a small plastic blade cuts the seal in the chamber. Simultaneously, a small armature opens the chamber allowing the ingredients to drop into the water below. But for the founders, it wasn't enough just to get the packaging right.

"We knew people wouldn't give us a second thought if ACTIVATE wasn't healthy. So there are no preservatives or sugar in the drinks and they're low-cal — only 5 calories for an entire bottle," said co-founder Burke Eiteljorg. "We also knew no one would give us a second try if they didn't love the flavor the first time they tried it," Eiteljorg continued.

The flavors are light, crisp and perfectly sweet. There's no tart vitamin taste or heavy syrupy flavor. Currently, there are four products, each with a separate functional benefit and flavor, including: Vitamin/Fruit punch, Immunity/Orange, Antioxidant/Berry, and Energy/Lemon lime.

ACTIVATE launched in Los Angeles in February 2008 with distribution provided by Haralambos Beverage Company, the largest distributor in Southern California. By the end of summer 2008, ACTIVATE will be in roughly 500 stores from Downtown Los Angeles to the Los Angeles-adjacent beach communities - with distribution continuing into other markets during 2008 and years following. The suggested retail price is $2.29 per bottle. ACTIVATE is available for sale nationwide online at http://shop.activatedrinks.com.

Related Links: Product Site: http://www.activatedrinks.com Activate FAQ: upload and link to ftp Demo Video: http://www.youtube.com/watch?v=rBSh9EYu2GE Testimonial Video: http://www.youtube.com/watch?v=UugyIa4sIvA Photo Download - upload and link to ftp

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