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.

Adina For Life Unveils Two New Varieties of Holistics™ At 2010 Natural Products EXPO West The

The “Drink No Evil” Team Introduces New President, Norman Snyder








San Francisco-based Adina for Life, Inc., creators of Adina beverages, today announced it will exhibit at the 2010 Natural Products EXPO West, at the Anaheim Convention Center, in Anaheim, CA. At EXPO West, Adina will unveil two new flavors in its line of 100% USDA Organic, Fair Trade, fruit-infused herbal beverages, “Adina Holistics™”—Jade Green Tea with Tulsi, and Coconut Guava with Lychee.

Joining the Adina team at Expo West are brand ambassadors and contestants from NBC’s “The Biggest Loser”, Filipe Fa and Sione Fa. The Fas will be on hand to discuss how they lost a combined 360 lbs, and how they have kept that weight off through a highly disciplined program of exercise and healthy eating and drinking habits—including the elimination of beverages containing High-Fructose Corn Syrup.

Adina’s management team also received a major upgrade this month with the addition of new President and Chief Operating Officer, Norman Snyder. Snyder, who was most recently President and Chief Executive Officer of High Falls Brewing Company, in Rochester New York, has over 15 years of senior- level management experience in the beverage industry. He also served as COO at Rheingold Brewing Company and SoBe Beverage, where he worked closely with Adina For Life CEO and beverage industry icon, John Bello.

In May of 2009, Adina For Life introduced Adina Holistics™ Herbal Elixirs in California and Northeast test-markets. By year-end, it was clear Adina had succeeded in creating a winner; defining an entirely new beverage category supported by a motivated and capable DSD network. “Holistics actually outperformed SoBe in its first year in business,” said John Bello, Adina’s acting CEO and founder of SoBe Beverage. “Holistics is on trend with what consumers and retail buyers want, while providing independent distributors with a brand that can compete in a market in need of some excitement.”

Adina Holistics™ uses adaptogenic herbal extracts known to exert a normalizing influence on the body with flavors that include: Pomegranate Acai with Yumberry, Cranberry Grapefruit with Goji, Mango Orange with Chamomile, Blackberry Hibiscus with Rooibos, Passion Peach with Amalaki. New flavors, which will launch in March 2010, include Coconut Guava with Lychee and Jade Green Tea with Tulsi.

With market earnings gained during the first eight months since Adina Holistics™ was introduced, the Adina management team made several swift modifications and enhancements to the formulas and packaging to further improve performance in 2010. Those changes included flavor and packaging improvements to give Adina Holistics™ an even more competitive taste profile, stronger shelf presence, and differentiation within the six-variety fruit-infused herbal elixir lineup. “I’m confident in all the improvements and believe we have all the pieces in place to get the monkey howling in 2010,” says Bello.


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, Barista 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.