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Activate Rolls Out In N.Y. With Distribution At Food Emporium, Fairway


Activate, the nutrient-enhanced line of water beverages, and creators of the fresh twist cap technology that stores vitamins separately from the water, has announced its 2013 distribution roll out to leading New York City retailers, including Food Emporium and Fairway.

After a successful 2012 with high double-digit growth through West Coast and national distribution, the company has plans to double sales in 2013, and recently entered a partnership with New York City-based distributor Gourmet Guru, a key player in the all-natural food and beverage category, according to a company news release.

“We knew New Yorkers would appreciate the convenience and nutritional benefits of Activate and we’re thrilled to roll out product at established Manhattan retailers like Food Emporium and Fairway,” said Reza Mirza, president of Activate Drinks. “Our patented twist cap with fresh vitamins is not just a new trend in the beverage industry; we helped create the category which is now seeing increased consumer interest for those looking for fresh ingredients and efficacy. The announcement signals yet another step in our commitment to broadening national distribution.”

Earlier this month, Activate rolled out to leading New York City chains including Morton Williams, Westside Market, Eli Zabar, and natural and specialty grocery stores; as well as online via Amazon and Fresh Direct in early February.

Activate research finds that vitamins A, B5, B12 and C lose their potency sitting in water. By storing their active ingredients separately in the cap, away from water, Activate keeps vitamins fresh until one cap twist releases a healthy dose of nutrients. Activate drinks contain zero sugar and calories, and are naturally sweetened with stevia.

The portfolio includes: Activate Balance, Defend, Rebound, Beauty, Defy and Charged. Activate drinks retail for $1.99.


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