10.01.01
In a new venture, Clearly Canadian, Vancouver, Canada, a worldwide distributor of sparkling beverages, and athletic apparel and equipment manufacturer Reebok, Canton, MA, have come together to launch Reebok's new Fitness Water, which officially debuted in April. Reebok had begun a quest three years ago to find a company that it felt represented the innovative, creative yet functional brand Reebok is known for, explained Jonathan Cronin, vice president of marketing at Clearly Canadian. "In Clearly Canadian, Reebok found a small company bursting with fresh ideas and the experience to implement them," he said, adding, " A major selling point for Clearly Canadian was our launch of Orbitz, a fruity sparkling drink that is touted as being very contemporary and very 'now' by industry leaders. This was all the proof Reebok needed to believe that Clearly Canadian could carry the brand initiative of Reebok into the beverage industry." The other advantage, he explained, was that Clearly Canadian was already an established brand franchise, which would make the transition into beverages easier.
According to Mr. Cronin, "The challenge in this venture was to help Reebok bring something new to the market. What we both determined was that sports drinks weren't the way to maintain the brand equity of Reebok." Mr. Cronin went on to add, "We wanted something more than just a sports drink, something that would stand out and appeal to athletes as well as general consumers."
After much discussion, the companies decided a unique ingredient profile was the way to go. Key to this, said Mr. Cronin, was the addition of Super Citrimax and ChromeMate, both manufactured by InterHealth, Benecia, CA. ChromeMate is a patented IH818 niacin-bound chromium complex. According to InterHealth, research has suggested that ChromeMate may reduce cholesterol, hypertension and toxicity in the body, as well as aid in weight loss. Super CitriMax is an all natural plant extract, similar to citric acid. The formula is derived from the fruit of garcinia cambogia, which has been used in Asia as an appetite suppressant.
Cronin explained the advantages of both, "ChromeMate was chosen because it aids in carbohydrate utilization, moves sugar out of the blood more efficiently and is a more bioavailable form of chromium. CitriMax, also known as hydroxycitric acid, is thought to be an appetite suppressant, as well as having properties that increase oxidation processes in the body."
In addition to ChromeMate and Super CitriMax, other fortified components of Reebok Fitness Water are vitamins C, B6, B12, folic acid, calcium, zinc, selenium and electrolytes, potassium and magnesium. The Fitness Water comes in natural, berry and lime flavors. All are 30 calories each, sweetened with artificial sweetener, sucralose, ace-K and fructose. The water comes in a 24 ounce bottle with a sports cap and a built in grip system for athletes.
To encourage brand visibility and acceptance, sampling teams around the country have been enacted. The teams will be at various events including the Seattle, New York and Boston marathons. In addition, Reebok Fitness Water will be at Lady Footlocker "Walk For Hope" sites across the U.S., Self magazine's "Workout In The Park" in Boston, New York City, Chicago and San Francisco, an O Magazine Book Event, the Toronto Film Festival, Farm Aid in Noblesville, IN, the SAG Emmy Awards party and the North American Convenience Stores Annual Trade Show.
Reebok Fitness Water is currently available in select states, with the companies hoping for national distribution by the first quarter of next year. -J.C.
According to Mr. Cronin, "The challenge in this venture was to help Reebok bring something new to the market. What we both determined was that sports drinks weren't the way to maintain the brand equity of Reebok." Mr. Cronin went on to add, "We wanted something more than just a sports drink, something that would stand out and appeal to athletes as well as general consumers."
After much discussion, the companies decided a unique ingredient profile was the way to go. Key to this, said Mr. Cronin, was the addition of Super Citrimax and ChromeMate, both manufactured by InterHealth, Benecia, CA. ChromeMate is a patented IH818 niacin-bound chromium complex. According to InterHealth, research has suggested that ChromeMate may reduce cholesterol, hypertension and toxicity in the body, as well as aid in weight loss. Super CitriMax is an all natural plant extract, similar to citric acid. The formula is derived from the fruit of garcinia cambogia, which has been used in Asia as an appetite suppressant.
Cronin explained the advantages of both, "ChromeMate was chosen because it aids in carbohydrate utilization, moves sugar out of the blood more efficiently and is a more bioavailable form of chromium. CitriMax, also known as hydroxycitric acid, is thought to be an appetite suppressant, as well as having properties that increase oxidation processes in the body."
In addition to ChromeMate and Super CitriMax, other fortified components of Reebok Fitness Water are vitamins C, B6, B12, folic acid, calcium, zinc, selenium and electrolytes, potassium and magnesium. The Fitness Water comes in natural, berry and lime flavors. All are 30 calories each, sweetened with artificial sweetener, sucralose, ace-K and fructose. The water comes in a 24 ounce bottle with a sports cap and a built in grip system for athletes.
To encourage brand visibility and acceptance, sampling teams around the country have been enacted. The teams will be at various events including the Seattle, New York and Boston marathons. In addition, Reebok Fitness Water will be at Lady Footlocker "Walk For Hope" sites across the U.S., Self magazine's "Workout In The Park" in Boston, New York City, Chicago and San Francisco, an O Magazine Book Event, the Toronto Film Festival, Farm Aid in Noblesville, IN, the SAG Emmy Awards party and the North American Convenience Stores Annual Trade Show.
Reebok Fitness Water is currently available in select states, with the companies hoping for national distribution by the first quarter of next year. -J.C.
