Unique Beverages Acquires Activate Drinks

Deal includes vitamin-water brand and cap technology

Published in CSP Daily News

MONTREAL & TORONTO -- Unique Beverages (USA) Inc. has acquired Activate Drinks from Rising Beverage Co.

Activate became a quick and successfully recognized innovative line of beverage products that was groundbreaking because the beverage allowed for the vitamins to stay fresh and potent by being stored in the cap. The beverages offer a convenient way to get daily allowances of nutrients following research showing that vitamins A, B5, B12 and C lose potency when premixed in water.

The acquisition includes certain assets of the Rising Beverage Co., including the Activate Brand and trademark, as well as selective packaging technologies.

"We saw the value in the cap technology that allows components to be stored separately from liquid, potentially opening up a whole new direction for functional beverages," said Jon Silver, founder and CEO of Unique Beverages (USA) Inc.

"Activate has been well received by Canadian retailers and consumers already with much efforts being focused toward promotional sponsorship, while directly educating the consumer on vitamin potency and the freshness requirements in your beverages," said Josh Silver, vice president of marketing and communications of Unique Beverages (USA).

The Rising Beverage Co. LLC, Los Angeles, offers drinks for health maintenance. Its primary product, Activate, is a vitamin-enhanced functional beverage in which vitamins are stored in dry powder form in a special container within the lid and are released before consumption. The company offers its beverages in various fruit flavors and combinations, such as fruit punch/vitamin, orange/immunity, lemon-lime/energy and berry/antioxidant.

Unique Beverages (USA) Inc. is a Delaware-based company owned by a Canadian corporation and affiliated with Unique Foods Canada.