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whipping cream alternative that is consumed as a short, espresso-style shot. Served with a Cigarette Russe continental wafer biscuit, it is an indulgent snack providing a super energy boost. Its marketing agency Gabrielle Shaw Communications (GSC), a boutique PR and responsible for introducing Krispy Kreme Doughnuts and Starbucks to the UK market are using the strapline of “Pure Chocolate Pleasure”. Hib! The superflower drink being promoted by Peplow PR is set to pioneer a new trend in the superfoods category. Made from calyx of the Hibiscus Sabdariffa flower bush, which gives the drink its ruby red colour. It uses pure spring water and is naturally caffeine free with no artificial additives, colourings or flavourings. Hib! contains a source of anthocyanin antioxidants that have been linked to a reduction in blood pressure and cancer prevention. In a variety of formats from 33cl PET bottles to one litre tetra packs. In Hibiscus and Grape and Hibiscus and Peppermint, as lightly sparkling 75cl and 25cl glass bottles and a 45cl cordial. Experts in exotic drinks for over 25 years Rubicon Drinks’ latest launch is into papaya. Having screened
over 200 varieties of papaya, a pulp was identified which is naturally high in lutein. Rubicon Papaya juice drink contains pulp, not concentrate and offers a significant level of lutein per serving (one sixth of the daily recommended intake). Substantial research suggests this antioxidant can help protect eyes and protect skin from UV induced damage. Rubicon has teamed up with the Eyecare Trust to raise awareness of the importance of a diet rich in lutein and eye health. Schweppes Spirit, launched in 2007 by Schweppes SA, has reached the Spanish market with sophisticated and tempting new flavours: orange, lemon, lemon and strawberry, tangerine and kiwi, orange and grapefruit - the last three all being new to the market. The first carbonated drink in Spain targeted to young adults who want to move on from the drink of their childhood. A premium beverage brand created for hedonists with clearly defined visual codes, including a colourful logo with gold evoking the Schweppes Spirit world of pleasures. In Food and Horeca channels in 20cl one way and returnable PET, 1.5 litre and 1 litre PET and a 33cl can.
Froid French Vanilla Coffee from Wellements USA has premium ingredients creating a smooth, creamy texture with layers of flavours on a foundation of coffee. Froid is USDA Organic, Kosher Dairy Certified, and comes in a sleek, 8oz recyclable, aluminium can making it easy to drink on the go. The only organic bottled ready to drink coffee on the market today, Froid has caught the attention of many distributors, and retailers who are looking to take advantage of the growing popularity of organic products in the national marketplace. The top quality ingredients, and innovative flavour varieties are however what make Froid outstanding. WheyUP from WheyUp USA - invented by Arizona based Erik Rothchild - represents a breakthrough in the sports drink market. It is the first of its kind to combine whey protein isolate with a sugar free non-carbonated energy drink. WheyUp’s energy formula is a combination of taurine, B-complex vitamins and caffeine. It is sold in ready to drink 16oz bottles in wild berry and tropical citrus. Whey Up is targeted towards health conscious individuals and fitness enthusiasts. It’s a new way to add protein to a diet and is said to be ideal for
fat loss, exercise and weight training programmes, during athletic activities and as part of a healthy active lifestyle. Finalists in the Best new adult drink category are Blue Marlin with Orchard Pig, Afriplex with ega, Pepsi UK with Raw and Peplow PR with Hib!
Hartwall Novelle light shorle
Ciocchino chocolate pleasure
Wellements organic coffee
From left to right: Jafora; and Schweppes SA
www.foodbev.com/beverage Moscow, April 2008
BEVERAGE AWARDS 17