Izze Beverage Founders Unveil New Energy Drink, Mix1

26/10/06 The founders of Boulder's Izze soft drink company, which they recently sold to PepsiCo Inc., have popped the top on a new energy drink.

Greg Stroh, James Rouse and Wes Brasher have created mix1, an "all-natural, energy-sustaining nutritional beverage," according to the partners. The product went on the shelves of King Soopers and City Market stores in Colorado Monday.

"Feeding your body efficiently throughout the day is incredibly important, and mix1 helps fast-moving consumers get the nutrients they need without compromising action-packed schedules," Rouse said in a statement.

Stroh added he and his partners want mix1 be a good-tasting, quality product with the right mix of nutritional ingredients.

Mix1 comes in 11-ounce bottles that sell for about $2. The drink comes in mango, blueberry-vanilla, lime and mixed-berry flavors. It also includes energy-boosting carbohydrates, protein and nutrients.