Old Orchard Introduces First Multi-Serve Vitamin Water, Sweetened with Agave Nectar and Real Fruit Juice

22/04/08 Leading beverage company Old Orchard Brands introduces a unique entry into the functional beverage category with the launch of FruitSense, the first vitamin water available in multi-serve, 64-ounce bottles. It becomes available nationwide at SuperTarget stores this week and at traditional grocery stores early next month, with a suggested retail of $3.49 per bottle.

FruitSense is available only in large, lightweight plastic bottles typically reserved for the fruit juice aisle of the grocery store, a move that suggests flavored-waters are headed toward traditional "at-home" consumption in what has traditionally been a single-serve "on-the-go" segment.

The new beverage is sweetened naturally with real fruit juice and organic agave nectar. Each eight-ounce serving features antioxidant vitamins C and E, essential vitamins A and B, plus additional ingredients for added functionality, including Echinacea, EGCG, CoQ10, ginseng, taurine, hibiscus, magnesium, zinc, calcium and iron. All six flavors are sweetened naturally with low-glycemic organic agave nectar and 5 percent real fruit juice, resulting in only 45 calories per serving. The product has no preservatives and is gluten free.

"FruitSense combines the best of all worlds: 5 percent real fruit juice, added vitamins, a low calorie count, and an organic sweetener that's friendly to a diabetic diet," said Kevin Miller, vice president of marketing for Old Orchard Brands. "In addition, as a multi-serve product, we offer consumers a lower cost per ounce, in a more environmentally-friendly package. We feel this gives our product a strong competitive edge."

According to a recent Beverage Marketing Corporation study, the fastest growing segment in the beverage category is flavored and functional waters, which saw double digit growth year-to-year in 2007. FruitSense has been designed to take advantage of this growth trend.

FruitSense is being offered in six flavors, each supporting a distinctive health benefit: Key Lime Colada is enhanced with EGCG to help boost metabolism; Pomegranate, Blueberry, Mangosteen includes Co-enzyme Q10 for heart health; Kiwi Dragonfruit contains ginseng and taurine for natural, caffeine-free energy; Strawberry, Peach, Melon includes hibiscus, vitamin D, and magnesium to combat stress; Tangerine Grapefruit includes zinc and Echinacea for preventative health; and Cranberry, Raspberry is blended with calcium, vitamin D and iron for women's health.