Bravo! Brands Inc. Expands Milk Into Two New Categories With Introduction of First Milk-Based Sports Drink, Slammers(R) Sport Mi
April 03 2007 - 8:40AM
PR Newswire (US)
NORTH PALM BEACH, Fla., April 3 /PRNewswire-FirstCall/ -- Bravo!
Brands Inc. (OTC:BRVO) (BULLETIN BOARD: BRVO) , a brand development
and marketing company that promotes and distributes
vitamin-fortified, flavored milk drinks and other beverages,
announced today that it will expand milk into two new categories by
entering the large and fast growing sports and energy drink markets
with milk-based products. The Company will introduce Slammers(R)
Sport Milk, the first milk-based sports drink, during summer 2007.
Slammers(R) Sport Milk was developed in response to a growing body
of scientific and empirical evidence that suggests milk can play an
important role in post-exercise recovery and rehydration when used
as a Replenishment Delivery System ("RDS"). This evidence has led
many well known athletes and coaches to recommend flavored milk as
an after- and between-workout beverage. Slammers(R) Sport Milk will
have the same rehydration capabilities as the leading sports
drinks. But, unlike the leading sports drinks, Slammers(R) Sport
Milk will allow cells to rebuild themselves by increasing the
absorption of the protein naturally found in milk. In addition, the
product contains CoQ-10 and a vitamin B complex to provide fast and
long lasting energy. Together, these attributes make Slammers(R)
Sport Milk the first complete Replenishment Delivery System
("RDS"). Slammers(R) Sport Milk will be sold in ready-to-drink
14-ounce bottles in three flavors -- chocolate, vanilla and
tangerine-orange -- and will be available at retail locations as
early as July. "We're leveraging the great restorative nutrition of
Mother Nature's perfect beverage, milk, and marrying it with
science to create the first milk- based sports drink," said Roy
Warren, CEO. "Product development began soon after we learned about
the Indiana University study which revealed that chocolate milk's
carb-to-protein ratio was well-suited to recharge muscles worn-out
from exercise." (The study, "Chocolate Milk as a Post-Exercise
Recovery Aid," was published in International Journal of Sport
Nutrition and Exercise Metabolism, February 2006.) Slammers(R)
Sport Milk represents the first of an array of new products Bravo!
intends to create focused on sports and exercise, a market it first
entered with its PRO Slammers(R)-line of nutritionally fortified
milk-based beverages in 2004. In addition Bravo! is currently
researching and testing Slammers(R) Energy Milk, which is expected
to combine the goodness of milk in a beverage that provides twice
the energy of the leading energy drink. Flavors in development
include vanilla, coffee and chocolate. "Slammers(R) Sport Milk and
Slammers(R) Energy Milk are prime examples of what our company is
all about -- being on the leading edge of beverage development,"
added Warren. "These new products will give us an entry into the
sports drink and energy drink categories, estimated at $2.5 billion
each." Produced aseptically, Slammers(R) have no preservatives, do
not need to be refrigerated until opened and, before opening, have
a shelf life of up to eight months. About Bravo! Brands Inc. Bravo!
Brands Inc. develops, brands, markets, distributes and sells
nutritious, flavored milk products throughout the 50 United States,
Mexico and Puerto Rico. Bravo!'s products are available in the
United States and internationally through production agreements
with regional aseptic milk processors and are currently sold under
the brand names Slammers(R) and Bravo!(TM). Bravo!'s Slammers(R)
products are available nationwide in popular chains such as:
7-Eleven, A&P, Allsup's, BP Petroleum, Brookshire Grocery,
Circle K, Cumberland Farms, CVS, Discount Drug, Eckerd Drug, Giant
Food Stores, Hannaford, Hess, Kings, Krasdale, Pathmark, QFC,
Schnucks, Sheetz, ShopRite, Speedway, Stator Bros, Sunoco, Tedeshi,
United Supermarkets, USA/Super D Drug, Waldbaums, Walgreens, Quick
Trip, Wal-Mart Supercenter and Pilot Oil. Many of Bravo! Brands'
Slammers(R) lines of shelf-stable, single-serve milk drinks are
co-branded through exclusive partnerships with Masterfoods USA, a
division of Mars Incorporated, General Mills, Organic Valley, and
MD Enterprises (Moon Pie(R)), providing superior name recognition
packaged with quality, great-tasting drinks. On November 1, 2005,
Coca-Cola Enterprises, Inc. began distribution of the Slammers(R)
Masterfoods line, as well as the Bravo!'s Slim Slammers(R) and Pro
Slammers(TM) products, under a Master Distribution Agreement with
Bravo! For more information, visit: http://www.bravobrands.com/ .
Forward Looking Statements Safe Harbor under the Private Securities
Litigation Reform Act of 1995: The statements which are not
historical facts contained in this press release are
forward-looking statements that involve certain risks and
uncertainties including but not limited to risks associated with
the uncertainty of future financial results, regulatory approval
processes, the impact of competitive products or pricing,
technological changes, the effect of economic conditions and other
uncertainties as may be detailed in the Company's filings with the
Securities and Exchange Commission. Contacts: Carol Milliron and
Michael Glickman, Zeno Group (404) 832-6788 and (212) 299-8994
Investor Relations Contact Integrated Corporate Relations Julia
Heckman (203) 247-7275 Kathleen Heaney (203) 803-3585 Company
Contact Jeffrey J. Kaplan, Chief Financial Officer (561) 625-1411
DATASOURCE: Bravo! Brands Inc. CONTACT: Carol Milliron,
+1-404-832-6788, or Michael Glickman, +1-212-299-8994, both of Zeno
Group; Investor Relations Contact: Julia Heckman, +1-203-247-7275,
or Kathleen Heaney, +1-203-803-3585, both of Integrated Corporate
Relations; or Company Contact: Jeffrey J. Kaplan, Chief Financial
Officer of Bravo! Brands Inc., +1-561-625-1411 Web site:
http://www.bravobrands.com/
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