CALGARY, Canada--(CCNMatthews - Sep 16, 2005) - Herbalife of Canada Ltd. announced today its entrance into the rapidly growing and popular $6 million Canadian energy drink market with the launch of LIFTOFFTM(-MC) effervescent energy drink natural health product, a first-to-market, sugar-free, zero-calorie, effervescent energy drink in a dissolvable tablet form.
LIFTOFFTM(-MC) is designed to give both body and mind a lift. With two patents pending, each tablet contains a proprietary blend of natural herbs, plus taurine, guarana, and caffeine for energy, and Ginkgo biloba and Panax ginseng for an added mental boost. The combination of the ingredients Ginkgo biloba/Panax ginseng present in LIFTOFFTM(-MC) has been clinically shown to temporarily enhance mental performance, improve short-term memory and alertness at times of mental fatigue(1).
"At Herbalife, we are focused on product innovation based on science. The distinctive LIFTOFFTM(-MC) natural health formula offers everyone from entrepreneurial 20- and 30-year olds to on-the-go moms a refreshing energy drink," said Herbalife chief executive officer Michael O. Johnson. "There is nothing like this on store shelves in Canada. LIFTOFFTM(-MC) is by far one of the most innovative and exciting products to enter the Canadian energy drink market, which will undoubtedly give us a powerful presence in this market," stated Melanie Hayden, VP, general manager, Herbalife of Canada Ltd.
According to industry insider forecasts, the Canadian market has the potential to surge to 10 percent of U.S. sales, which is approximately $1 Billion annually(2). In 2003, the total amount of energy drink sales was $3 million, increasing by 50% the following year, when Health Canada introduced and implemented new regulations for natural health products.
LIFTOFFTM(-MC) is conveniently packaged in individual foil packets that can be taken anywhere and easily dissolved in a 240 ml glass of water. Each tablet contains Vitamin C, vitamins B6 and B12, all essential nutrients for enhanced energy production.
LIFTOFFTM(-MC) was first launched in April of 2005 in the United States and it is the official energy drink of the AVP Professional Beach Tour (Association of Volleyball Professionals).
Two energizing, natural flavors are available: Ignite-Me Orange and Lemon-Lime Blast. Each carton contains ten individually-wrapped effervescent tablets with a retail price of $21.95. All Herbalife products are available through an Herbalife independent distributor or by calling 1-866-622-1222.
Herbalife (NYSE:HLF) is a global network marketing company that sells weight management, natural health and personal care products intended to support a healthy lifestyle. Herbalife products are sold in 59 countries through a network of more than one million independent distributors. The company celebrated its 25th anniversary in April with a worldwide distributor event in Atlanta, Georgia.
(1)K.A. Wesnes, T. Ward, A. McGinty, "The memory enhancing effects of a Ginkgo biloba/Panax ginseng combination in healthy middle-aged volunteers," Psychopharmacology, October 2000.
(2)Source: BEVNET.com - Canada Prepares for Energy Drink Surge, posted 3/24/05