Juice fight

South Florida CEO,  Nov, 2007  by Yeleny Suarez

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Two new South Florida companies are trying to cash in on a hyperactive health and sports drink industry. Lime-green, caffeine-infused Game Juice is targeting video gamers, while deep purple, antioxidant-packed Purple is targeting the healthful beverage market.

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"We are launching online, with a company called energythis.com selling and promoting Game Juice," says Game Juice Inc. President Matthew Rosenberg, who launched the company in September. "That means Internet sales going all across the country." Rosenberg is familiar with the gaming world: His other Miami-based company, Makinita Inc., creates video games that advertise products.

Fort Lauderdale-based Purple Beverage Co., on the other hand, boasts that Purple--a blend of acai, black cherry, pomegranate, black currant, purple plum, cranberry and blueberry juices (no sugar added)--packs the highest antioxidant punch on the planet. It debuted in New York in August and should launch this fall fall in South Florida. "Our game plan was to create the best-tasting beverage with the highest level of antioxidants available today," says Purple Beverage CEO Ted Farnsworth.

"The gaming industry is very wide open for introducing new products as long as they have the right pitch angle for it.... That is a niche that is very loyal," says Sandra Jacquemin, president of Miami-based marketing firm Vencer Corp. whose clients include VitaminWater. On the healthy side, she says Purple could benefit if its natural sugars are low. Consumers steer away from health drinks if "either the carbs or calories that come with it aren't worth it. Especially those that are 'health conscious' will look for low sugar, high vitamins," she adds.

COPYRIGHT 2007 CEO Publishing Group, Inc.
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