Adina Unveils New Zero-Calorie Holistics at 2010 NACS Conference

San Francisco, CA (October 5, 2010) – San Francisco-based Adina for Life, Inc., creators of Adina beverages, today announced they will exhibit at the 2010 NACS Show in Atlanta, GA on October 5-8, where they will unveil a new line of zero calorie Adina Holistics™. Adina Holistics, which is inspired by a vision of a world that “Drinks No Evil”, is starting to prove itself in terms of consumer pull in key chains like Whole Foods Markets, Targets, and other national retail accounts.

“Our new Zero-Calorie Holistics will be a pivotal element to our success as we get set to launch two new SKUs as early as this fall,” said Norm Snyder, President and Chief Operating Officer at Adina. Snyder added that Adina’s mission to meet consumer demand for healthier beverage options without sacrificing taste and refreshment is the key driver for the company’s innovation and early successes. The addition of an increased sales force, and strategic investment from firms like CIC Group, Sherbrook Capital, Pacific Community Ventures (PCV), and Good Capital have also played an integral role in contributing to the brand’s quick rise.

Most notably, Safeway has recently approved the expansion of distribution for Adina further into their Northern California and Phoenix locations, following a successful forty-store test in the San Francisco Bay area in early 2010.

Adina Holistics is currently available in seven great tasting, fruit and herbal infused varieties. Distribution has grown rapidly since its launch in May 2009, and with the addition improved distribution partners like Dr Pepper Snapple Group (DPSG), in California, and Big Geyser, in New York, Adina's herbal elixirs are now available in thirty six states through national and regional chain retailers such as Target, Whole Foods Markets, Walgreens, Safeway, Wegmans, Shaw's, HyVee, Albertson's, Fry's, Bashas’, Dahl's, Marsh, Lunds and Byerly's, Nuggets, Big Y, Market Basket, Dierbergs, Henry's, 7-Eleven, Speedway, QuikTrip, Holiday Station and Casey's, as well as thousands of independent retailers across the country.

About Adina for Life, Inc:
Adina for Life, Inc., is led by a pioneering team of entrepreneurs from Odwalla®, and SoBe®. Inspired by the vision to create a world that “Drinks No Evil,” these industry innovators came together to grow Adina and change the way the world does business—one drink at a time. The company is dedicated to producing great-tasting, better-for-you, fair trade beverages, using only natural and/or USDA organic, directly sourced ingredients from around the world.

Adina for Life, Inc. has three product lines: Adina Holistics™ Herbal Elixirs, Baristas Brews™ All-Natural Coffee Drinks, and Organic Tribal Blends™, Coffee Drinks. For more information or to follow Adina Holistics on Twitter, visit www.adinaworld.com.

John Bello and Adina Holistics on Fox 5 Las Vegas

Adina for Life CEO, John Bello showed Fox's Amy Carabba his monkey at the NACS Show in Las Vegas.

Drink No Evil!

CLICK HERE to follow the Monkey on Twitter.

CLICK HERE to find Adina Holistics in a store new you.

Filipe Fa and Sione Fa from NBC's "The Biggest Loser" to Become Brand Ambassadors for Adina Holistics

Adina For Life Declares Holistic Warfare
At 2009 NACS Show
Adina Holistics—New Line of Organic, Herbal Elixirs and
“Biggest Losers” Filipe Fa and Sione Fa Lead the Charge
Against Artificial, HFCS-Ladened Beverages.
Drink No Evil!

San Francisco-based Adina for Life, Inc., creators of Adina beverages, today announced its participation at the NACS Show 2009 in Las Vegas, NV on October 20-23, where it will mount an aggressive awareness campaign to promote the launch of its new line of herbal elixirs, “Adina Holistics™”. Taking a stand against the myriad of artificial, High Fructose Corn Syrup-filled beverages that proliferate the coolers of convenient stores across America, Adina Holistics is inspired by a vision of a world that “Drinks No Evil”.

The Adina management team, comprised of seasoned beverage industry veterans that include the Founders of Odwalla® and SoBe®, have created the new line of herbal beverages specifically for consumers who live healthy and active lifestyles, in search of better tasting, better-for-you choices.

“This year’s NACS Show is a great forum for us to champion the ideal that consumers are demanding healthier beverage choices—not just at the health food stores and gyms, but at the corner deli and gas station,” said Greg Steltenpohl, Co-Founder of Adina for Life, Inc. Steltenpohl, who recently brought in SoBe Beverage founder John Bello as Adina’s Acting CEO, will also be on hand at the NACS Show to unveil the new line.

Joining the Adina team at the NACS Show are newly appointed Adina Brand Ambassadors and contestants from season seven of NBC’s “The Biggest Loser”, Filipe Fa and Sione Fa, who will be on hand to sign autographs throughout the show. “When I weighed 360 lbs., I never really bothered reading the labels of the beverages I drank. The calories can really add up with those super-sugary sodas and sports drinks,” said Filipe Fa. “Now I’m hyper-aware of what’s on the label. When I tasted Adina Holistics, I was amazed at just how much great flavor they packed into a low-sugar drink.”

Acknowledging the growing awareness and acceptance of holistic and natural health by U.S. consumers, “Adina for Life” created the line of Holistic drinks that tap into the 5,000-year-old “emerging trend” of Ayurveda. Adina Holistics™ are infused with adaptogenic herbal extracts known to exert a normalizing influence on the body with flavors that include: “Honey Lemon Aloe”, “Mango Orange Chamomile”, “Blackberry Hibiscus”, “Peach Amalaki” and “Honey Eucalyptus” in addition to the new flavors that were launched last month, “Grapefruit Goji” and “Pomegranate Açaí”.

Adina Holistics™ follows the recent successful launch of Adina “Natural Highs™” coffee energy drinks which received the “Best of 2008” award from BevNet.com, Inc., the leading beverage industry publisher. “Natural Highs™” is available in five flavors: “Carmel Kick”, “Vanilla Nutcase”, “Mocha Madness” and “Double Xxpresso”.

Adina Holistics™ was launched in May 2009 in two strategic markets; California and throughout New England with a strong DSD network, many of which collaborated with Adina in the development of the products and packaging. As of September 2009, distribution has expanded to the Midwest in states such as Ohio, Indiana and Illinois, as well Colorado, Nevada, Utah, Arizona, Texas and New Mexico. The company also plans to distribute to locations in New York in late October 2009.

About Adina for Life:
Adina for Life, Inc., is led by a pioneering team of entrepreneurs from Odwalla®, and SoBe®. Inspired by the founder vision to create a world that “Drinks No Evil,” these industry innovators came together to grow Adina and change the way the world does business—one drink at a time. The company is dedicated to producing great-tasting, better-for-you fair trade beverages, using only natural and/or USDA organic, directly sourced ingredients from around the world.

Adina natural beverages has three product lines: its newest Adina Holistics™, launched in spring 2009; Natural Highs Coffee Energy; Adina Tribal Blends, an organic fair trade line of exotic gourmet coffees and tea, launched in late 2007. For more information, visit the Adina Web site at www.AdinaWorld.com.

CLICK HERE to follow Adina Holistics on Twitter.