Geneva, N.Y.-based Cheribundi Inc. launched the Cheribundi 7-Day Challenge, which encourages consumers to drink tart cherry juice for seven consecutive days to experience the benefits of tart cherries.

“So far, we’ve had 1,200 people sign up for our 7-Day Challenge, many of which have shared their experience with us,” said Chief Executive Officer Brian Ross in a statement. “Many of our customers have fallen in love with tart cherries and have even replaced sleep medications and ibuprofen with Cheribundi. It’s really amazing stuff.”

Each serving of Cheribundi juice contains 50 tart cherries as well as antioxidants and phytonutrients that provide numerous health benefits, the company says. Tart cherries’ anti-inflammatory benefits may reduce pain from physical activity and from ailments like gout and arthritis, it says. Tart cherries also contain significant levels of melatonin, which is believed to promote deeper, more restful sleep, it adds.

“Tart cherries have been used for over a hundred years, specifically for pain and inflammation,” Ross said in a statement. “So many of the secrets that can help our bodies feel better are grown in the ground. We hope this campaign reminds people that there are natural alternatives out there and that Cheribundi is one of them.”

Consumers can sign up for the Cheribundi 7-Day Challenge anytime by visiting www.cheribundi.com/signup. During the challenge, the company will send the participants coupons and collects information on their results with the hope of keeping these consumers involved in the brand.

Cheribundi tart cherry juice products are available nationwide in grocery, natural and specialty retailers including Kroger, Whole Foods Market, Sprouts, The Fresh Market, Rite Aid, Walmart and more. Visit www.cheribundi.com for more information.