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Issue Date: Vol. 48, No.3, March 2008, Posted On: 3/28/2008

JavaFit Brings Branded Functional Coffees To Vending; Plans To Add Pod, K-Cup, RTD Formats To Fraction-Packs

Emily Jed

FT. LAUDERDALE, FL — Javalution is rapidly expanding the variety and reach of its JavaFit fortified coffee line with the introduction of new coffees, a branded vending program and the upcoming launch of Keurig K-Cups and pods of its products.

JavaFit is also rapidly expanding its distribution and expects to have national coverage by the end of 2008.  

Launched five years ago in retail and health clubs, the company’s first two products were functional coffees, one with high-energy appeal and the other fortified with fat-burning ingredients. Now serving a broader customer base, including convenience stores and, most recently, vending and OCS, Javalution has added two new coffees, formulated to boost the immune system and enhance mental focus, to deliver a range of products that meet consumers’ varied functional needs.

JAVAFIT: Javalution’s JavaFit line of fortified coffees has expanded to four selections, formulated to boost energy, help metabolize fat, enhance mental focus and bolster the immune system. Created to address growing consumer demand for functional products, JavaFit coffees are presently available in fraction-packs (right) and in 1-lb. bags for loose-grounds vending machines. K-Cup and pod formats are under development, as is a ready-to-drink line. Plans call for the expanded variety to debut by year’s end. JavaFit coffees are backed by eye-catching merchandising materials.
The flagship JavaFit functional coffees are Energy Extreme 62, with green tea extract (the antioxidant epigallocatechin gallate, EGCG ) and 62 mg. of caffeine; and Diet Plus 62, featuring the active ingredient Advantra Z. They are joined by Immune, enhanced with immune-boosting echinacea and 12 vitamins and minerals; and Focus, formulated with mind-enhancing Alpha GPC and multivitamins. The full-bodied taste of each blend, made with 100% Arabica beans from Latin America, is consistent throughout the product line

Javalution is now offering its four JavaFit coffee varieties in roast ground format packed in bulk 1-lb. bags for use in fresh-brew vending machines, supported by high-impact point-of-sale graphics that draw attention to the brand. The bulk packages join the company’s full line of fraction-packs for classic drip brewers, available in 2-oz. and 2.5-oz. weights for office coffee and appropriate manual services.

By the end of 2008,  Javalution said it will roll out all of its functional coffees in Keurig K-Cups, as well as pods. The company also anticipates the launch of a full line of ready-to-drink fortified coffees by year’s end.

The Javalution line is supported by a wide variety of point-of-sale aids, including hanging signs and banners, supplement cards, glass pot collars, pump toppers, counter cards, posters/tri-folds, loyalty cards and buttons.

Javalution has revamped its website, javafit.com, to better serve its distribution partners and JavaFit consumers.  More information is available by calling (800) 260-6114.

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