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PROFILE
Attitude Drinks Incorporated is an innovative beverage, brand development and marketing company with a focus on delivering experiential, functional and healthful beverages. Attitude’s competitive advantage lies not only in its innovation but in its experienced and highly professional team who provide expertise in beverage innovation, market/trade introduction, product implementation, and marketing initiatives.
Along with strategic partnerships and strong market positioning, Attitude is committed to identifying new space and opportunity in an ever evolving energy drink market. The result? Distinguished brands with unmistakable brand quality.
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The Company
Attitude remains a premium brand development company providing beverages that meet the uncompromising high standards of the consumer. Encouraging potential and achieving long-term profitable growth drives the Attitude team to making the best use out of each opportunity. That opportunity began with Vis Viva™, Attitude’s first developed brand launched in February ’08. With Attitude’s sights set on the premium energy drink and functional beverage categories, Vis Viva™ is to be followed by products currently in the exploration and development stages.
Phase III Recovery
Phase III Recovery Attitude's trademarked brand name for their first milk drink. This is the first milk based protein drink ever to be produced in America. Phase III is targeting active sports and exercise consumers at all levels. Attitude will be the first to introduce a recovery drink with milk and the most recent scientific research indicates that no other medium can maximize sports recovery the way milk can.
Scientific Advisory Board:
Attitude has recently organized a stellar Scientific Advisory Board (SAB) with the help of their SAB Chairman Dr. Jeffery Stout. Dr. Stout is an associate professor at Oklahoma University in their department of health and exercise nutrition and is the director of the metabolic and body composition lab. Joining Dr. Stout on this SAB are: Dr. Hector Lopez, an MD specializing in sports nutrition and exercise and sports sciences; Marie Spano, a leading authority and known media expert translating the latest exercise science research into real life applications; and Dr. Martha Garcia, a practicing hospital pharmacist and consultant to nutrition companies regarding structure and functional claims. These experts all have extensive experience in sports nutrition. This board will be extremely helpful in communicating the scientific benefits of Phase III as well as Attitude's new functional milk drinks. Their contacts in the world of sports will be important Attitude's sales efforts, especially in the early days.
New Product Development
Attitude will finalize development of two new grade A functional milk drinks during Q-1 2010. Exploiting the patented technology and formulations of filtering lactose from milk and thereby concentrating the nutrients of milk for specific functionality, Attitude will follow their SAB advice to develop a child oriented exercise recovery drink along with a high protein and high fiber “meal on the go”.
Competitive Products
Phase III is the first RTD functional milk drink ever to be introduced.
The recovery science that is currently emerging validates the milk benefits of exercise recovery and Phase III is the first drink ever introduced to address this new awareness. While there are other drinks that address parts of the nutrition in Phase III, there is currently no competition for Phase III anywhere in the world today. The sports drink category continues to grow and management is well aware that the “big three” beverage companies are researching solutions for the next generation sports recovery drink. Attitude is confident that they have the answer and that their “first to market” timing will be well received in the current marketplace.
Management Team
Attitude Drinks, is managed by a small but experienced group of food and beverage professionals. This team has created and managed famous and innovative beverage brands in very well known and respected companies. Names like PepsiCo, Quaker Oats, Unilever, Slim Fast, Joyce Beverages (7UP bottler), Halewood International and Bravo! Brands represent past employers for this team.
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