DNA Brands Launches Rebranding Campaign

Published in CSP Daily News

Circle-K, RaceTrac stores in Florida will begin selling the products in new cans

BOCA RATON, Fla. -- DNA Brands Inc. said that it has completed its first production run of its new energy drink flavors in newly designed cans. These flavors include Cellular Citrus, Cellular Citrus - Zero Sugar, Cryo Berry, Molecular Melon and Original DNA.

It completed the first production run on July 2, and it has begun shipment to distributors and retailers.

DNA has announced that it has signed distribution agreements with Paragould, Ark.-based Sunrise Beverage, and with Brighton, Tenn.-based All Day Distributing to introduce these branded products to approximately 1,000 new retail outlets. Sunrise Beverage will manage the distribution of DNA's products throughout Arkansas and southeast Missouri, while All Day Distributing will service Memphis and its surrounding counties in Tennessee.

In addition, more than 500 Circle-K and RaceTrac convenience stores located in Florida will begin selling the "new" DNA products within the next few weeks, the beverage company said.

Further, the company has allocated a significant portion of the new production run for several new distribution partners and in territories that include Texas, Missouri, Mississippi, Kentucky and Iowa.

The Boca Raton, Fla.-based company is also planning for the production of three new ready-to-drink (RTD) energy coffee products scheduled to launch later this summer.

"During the first half of this year, we took decisive actions to strengthen our operations by significantly reducing our operating costs and overhead and introducing new flavors and graphics to the marketplace to better diversify our business and meet customer demand. ... We believe that our efforts will enhance our visibility, enable us to achieve profitability in 2014 and ultimately create value for our shareholders. We look forward to building DNA into a household brand within the energy drink industry," said Darren Marks, DNA's chairman and CEO.

"This first production run is a significant milestone and lays out the foundation for an exciting and successful new chapter in DNA's story. We have only just touched the surface of the many new distribution partnerships available across the country and expect those opportunities to multiply as we continue to grow our new product lines," said Eric Fowler, DNA's vice president of sales and marketing.