- THE MAGAZINE
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- BEVERAGE R&D
Unique Beverages (USA) Inc., a Delaware-based company owned by a Canadian numbered corporation and affiliated with Unique Foods Canada,announced that it has completed its acquisition of Activate Drinks. The acquisition includes certain assets of the Rising Beverage Co. (RBC), including the Activate brand and trademark, as well as select 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 chief executive officer of Unique Beverages (USA), in a statement.
Activate’s line of beverage products deliver the daily allowance of nutrients and allow for vitamins to stay fresh and potent. Numerous research studies have shown that vitamins A, C, B5 and B12 lose potency when premixed in water, so keeping the vitamins separate from the beverage until the point of consumption preserves that potency, the company says.
“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,”saidJosh Silver, vice president of marketing and communications of Unique Beverages (USA), in a statement.