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SoBe Lean set for summer relaunch

03-Jun-2003

Connecticut-based SoBe Beverages is relaunching its SoBe Lean diet beverage line in new packaging and flavours for the summer.

SoBe Lean was first introduced in 1999 and comes in three flavours -Tropical, Diet Peach and Cranberry Grapefruit. The beverages are sugar-free, low-calorie and low in carbohydrates. They are sweetened with sucralose and ACE- K.

The company has enlisted supermodel Molly Sims for a radio campaign to back the nationwide launch.

"It was time to better distinguish Lean's look from the base brand," said SoBe brand marketing director Tom Smallhorn. "Lean products were getting lost on the shelf. The new package design gives Lean a more contemporary, refreshing look, and the focused radio campaign stays true to SoBe's image while clearly conveying the unique brand benefits of SoBe Lean."

SoBe claims the Lean line, which retails for $1.09 - $1.49, contains ingredients that have been shown to help in weight management when used in conjunction with proper diet and exercise. The company has also planned a sampling tour to support the brand relaunch.

The PepsiCo-owned South Beach Beverage Company also makes teas and juice blends, the SoBe Sports System, SoBe Adrenaline Rush, an energy supplement, Love Bus Brew, an energizing chocolate drink, and SoBe Ice, a fountain-dispensed frozen product with SoBe flavors. SoBe recently paired with No Fear to create its Super Energy Supplement.