CCE Expand Distribution Channels for Bravo!

Beverage company also adds General Mills brands to flavored milk line

Published in CSP Daily News

NORTH PALM BEACH, Fla. -- Bravo! Foods International Corp., a brand development and marketing company that manufactures, promotes and distributes vitamin-fortified, flavored milk drinks and other beverages, said that Coca-Cola Enterprises Inc. (CCE) is expanding the channels in which it will distribute Bravo! milk products. The new channels of distribution include grocery stores, drug stores and mass merchandisers.

Bravo! entered into a distribution agreement with CCE in August 2005 that provides for the distribution of the company's flavored milk products [image-nocss] in the United States as well as Canada and some international locations. The agreement specifies that CCE would implement its distribution of Bravo! milk products on a ramp-up basis.

On Nov. 1, 2005, Coca-Cola Enterprises, Inc. began distribution of the Slammers Masterfoods line, as well as the Bravo!'s Slim Slammers and Pro Slammers products, under a Master Distribution Agreement with Bravo!.

Prior to the current announcement, CCE distributed the company's products to convenience stores, schools, colleges, vending machines, bodegas, delis and hospitals. The addition of groceries, drug stores and mass merchandisers, which are major channels of distribution, coincides with the expected increase in Bravo!'s manufacturing capacity. The company is currently on schedule to increase production from 2.5 million units per month to 7.5 million units per month by July at its co-packer, Jasper Products' facility.

Bravo! develops, brands, markets, distributes and sells nutritious, flavored milk products throughout the 50 United States, Great Britain and various Middle Eastern countries. Its products are available in the United States and internationally through production agreements with regional aseptic milk processors and are currently sold under the brand names Slammers and Bravo!. Bravo!'s Slammers products are available nationwide in popular chains such as 7-Eleven, A&P, Dutch Farms, Giant Food Stores, Jewel, Kings, Pathmark, Safeway, Sam's Club, Shaw's, ShopRite, Speedway, SuperTarget, Unified, Waldbaums and Walgreens.

Many of Bravo! Foods' Slammers lines of shelf-stable, single-serve milk drinks are cobranded through exclusive partnerships with Masterfoods, a division of Mars Inc.

Separately, Bravo! said that it will launch Trix- , Cocoa Puffs- and Wheaties-flavored, fortified, extended shelf-life milk drinks under a recently signed five-year trademark licensing agreement with General Mills Marketing Inc. In addition to these brands, the agreement covers Lucky Charms, Count Chocula, Booberry and Frankenberry. Bravo! has the right to use the equity characters associated with each brand.

Bravo! will market these General Mills brands of flavored milks in grocery stores, mass market retailers, c-stores, bodegas, vending machines and schools nationwide. Bravo! also has the right to market these products in Canada. The license agreement was effective Feb. 1, 2006 and extends through Dec. 31, 2011.