NORTH PALM BEACH, Fla., April 3, 2007 /PRNewswire-FirstCall via COMTEX/ -- Bravo! Brands Inc. (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 is intended to 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.