Propel Fitness Water introduces first national enhanced water
Propel Calcium is a great tasting, low-calorie, vitamin-enhanced fitness water line that is flavored right to help active people stay better hydrated and offers the addition of calcium, which is important to maintaining an active lifestyle.
26/10/05 The United States, Propel(R) Fitness Water will build on its continued success as the enhanced water category leader with the introduction of the first national enhanced water to be considered a good source of calcium per serving (10% DRI per eight ounce serving).
Propel Calcium(R), which was officially introduced this week during the American Dietetic Association (ADA) Annual Conference in St. Louis, is a natural extension of the brand's commitment to hydrate and nourish active bodies. Like the original Propel Fitness Water, Propel Calcium is a great tasting, low-calorie, vitamin-enhanced fitness water line that is flavored right to help active people stay better hydrated - and now offers the addition of calcium, which is important to maintaining an active lifestyle.
According to nutrition experts, calcium plays a critical role in the maintenance of strong bones. However, when it comes to getting enough calcium in their diet, most Americans fall short. In fact, the National Osteoporosis Foundation reports that many women are getting less than half the recommended Adequate Intake (AI) amount of calcium per day.
Propel Calcium has the same great taste profile as regular Propel Fitness Water, and each 8 oz. serving of Propel Calcium provides the equivalent of 10% of the Dietary Reference Intake (DRI) of calcium for individuals 19 to 50 years of age (1,000 mg). A full 700 mL bottle of Propel Calcium provides nearly the same amount of calcium as an 8 oz glass of milk (300 mg), or approximately 30 percent of the daily recommended amount.
Propel Calcium will be available nationwide in both 500 mL and 700 mL sizes in three flavors starting in January 2006: Mango, Mandarin Orange and Mixed Berry. Like regular Propel Fitness Water, Propel Calcium contains only 10 calories per eight ounce serving.
According to data from Information Resources Inc (IRI) and AC Nielsen, enhanced water leads all beverage segments in growth rate. Propel Fitness Water continues to lead the enhanced water category with a 42.2% dollar share in total measured channels in 2005(4). With a compound annual growth rate of more than 50% since its national introduction in 2002, Propel is poised for ongoing leadership of the enhanced water category as it introduces this exciting innovation.
Propel Calcium is non-carbonated and caffeine-free, and also contains B vitamins, in addition to calcium, which contribute to an overall healthy lifestyle. The source of calcium is FruitCal(R), a patented calcium source comprised of calcium and two organic acids: citric acid and malic acid. According to research, FruitCal is better absorbed by the body than calcium carbonate (the calcium source frequently used in supplements).
Propel Calcium will be line-priced with regular Propel Fitness Water, which retails for a suggested selling price of $1.09 - $1.39 for the 700 mL sports bottle and $4.99 for a 6-pack of 500 mL bottles. The product introduction will be supported by dedicated TV, print and online advertising, sampling, in-store promotions and public relations.
Propel Fitness Water is from the makers of Gatorade and is manufactured by QTG (Quaker, Tropicana, Gatorade), a division of PepsiCo. The original Propel Fitness Water is available in seven flavors - including Berry, Lemon, Grape, Peach, Black Cherry, Kiwi-Strawberry and Melon. Propel Calcium will be available nationwide beginning in January 2006 in Mango, Mandarin Orange and Mixed Berry.
