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Twist-and-release vitamin water

Retail

Last year we wrote about VIZcap, a bottling innovation that lets consumers release vitamins and other supplements into bottled water just before they drink it, and now a new line of health drinks has launched based on much the same idea. Los Angeles-based Activate Drinks, which debuted earlier this spring, is a line of vitamin-enhanced waters that don’t get mixed until the consumer is ready to drink them. Working on the premise that vitamins deteriorate in water over time, Activate Drinks are packaged in bottles featuring a special top, similar to the VIZcap, in which the vitamins and other supplements are stored separately in order to protect their freshness. When the consumer twists the cap on an Activate bottle, a small plastic blade within cuts the seal in the cap’s waterproof chamber. Simultaneously, a small armature opens the chamber, allowing the ingredients to drop into the water below. (There’s even a video on YouTube to demonstrate.) Four varieties currently make up the Activate Drinks line, including a Fruit Punch flavour packed with vitamins, an Orange flavour with supplements for immunity, an antioxidant-enriched Berry version and a Lemon Lime energy drink. No preservatives or sugar are included, and each drink contains 5 calories per bottle. With a suggested retail price of USD 2.29 per bottle, Activate Drinks are currently available in a variety of stores throughout Southern California—meaning distribution opportunities likely abound throughout the rest of the world. Alternatively, we still love the idea of using caps like this for ready-to-mix bottles of baby formula; how about bringing the twist-and-release concept to other types of drinks? It’s a thirsty world out there—no shortage of opportunities! (Related: Sipping flavour into milk.) Spotted by: Jamie Reedy

Email: info@activatedrinks.com

Website: www.activatedrinks.com

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