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Headlines > Consumer Trends

Innovative energy drink launched

04-Oct-2002

Innovative Companies is launching a new range of energy drinks made with a blend of energy-boosting herbs.

Called Thermo Fuel, the new beverage range is marketed under the label of Innovative's wholly-owned subsidiary, Breakthrough Engineered Nutrition.

Thermo Fuel is a ready-to-drink 20 ounce beverage, which comes in five different flavours (Lemonade, Fruit Punch, Cranapple, Grape and Tangerine).

Thermo Fuel will be sold in gyms and fitness centres throughout the US. Breakthrough, which also markets the Lean Protein high-protein, zero- and low-carbohydrate range, runs the distribution through a network of direct store distributors (DSD) that merchandise beverages in fitness centres US-wide.

"Beverage sales in gyms are highly distribution driven. We have the advantage of a strong network of DSDs that cater specifically to these outlets," said Nate Bernstein, vice president of sales and marketing.

Innovative Companies also makes private label dietary supplements, over-the-counter drugs, and health and beauty care products for companies worldwide, aswell as distributing its own brand of supplements.

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