Monday, April 12, 2010
Tuesday, April 6, 2010
Adina for Life, Inc. Announces $14 Million Investment Led by Dallas-Based CIC Partners
San Francisco-based Adina for Life, Inc., creators of Adina beverages, today announced the completion of a $14 million round of equity financing. Leading this newest round is Dallas, TX-based CIC Partners, which includes former PepsiCo Chairman and CEO Roger Enrico, and Michael Rawlings, former President at Pizza Hut, Inc. Other investor partners include Sherbrooke Capital, Pacific Community Ventures, Good Capital, and Seraph Capital—all investors in previous rounds, as well as many of Adina’s distributor partners.
Adina for Life will utilize this newest round of investment capital to bolster national distribution of its flagship line of organic, fruit-infused herbal beverages, Adina Holistics™, which was recently named “Best Non-Carbonated Beverage” by Beverage Spectrum Magazine at the 2009 BevNet Awards. “After 10 months of due-diligence, we are confident that the strong combination of proven talent and a superior product will successfully compete in a very crowded marketplace”, said Michael Rawlings, managing partner at CIC Partners. Rawlings added that “John Bello knows how to develop and deliver what today’s consumers want.”
Adina’s management team also received a major upgrade last month with the addition of new President and Chief Operating Officer, Norman E. Snyder. Snyder served as COO at SoBe Beverage, where he worked closely with Adina for Life CEO and beverage industry icon John Bello. “Norm is a multi-faceted executive who learned the business from the ground up—a person who will add tremendous value and experience to the team,” said John Bello. Bello added that Snyder was instrumental in the growth and development of SoBe, leading up to that brand’s acquisition by PepsiCo in 2001 for $370 million. “I can’t think of anyone else better suited for this position than Norm and I’m thrilled he’s on board.”
Roger Enrico, former Chairman and CEO of PepsiCo and Chairman of Dreamworks Animation SKG, and Rawlings will assume board positions with Adina. “I’m enthusiastic about this newest venture and to be joining forces with John Bello and his team,” said Enrico. “In the changing face of today’s beverage market you win by aligning yourself with the right people…Adina has all the ingredients to rise above the competitive clutter.”
Since the company’s inception, Adina has always attracted socially responsible investment partners, including Boston-based Sherbrooke Capital, and San Francisco Bay-area groups such as Good Capital and Pacific Community Ventures. “We are excited about the potential of Adina Holistics, which represents a healthy, organic product that has broad appeal to trend-setting and responsible consumers across the country,” said Penelope Douglas, President at Pacific Community Ventures. “Adina is breaking the mold by offering great tasting, light and refreshing beverages made with all natural, Fair Trade ingredients from around the world.”
CLICK HERE to follow Adina on Twitter.
Tuesday, March 23, 2010
Friday, March 19, 2010
Wednesday, March 17, 2010
Sunday, March 14, 2010
Adina Holistics Rocks 2010 Natural Products EXPO West
Adina for Life Brand Ambassadors and "Biggest Loser" contestants, Filipe and Sione Fa, turned a few heads at EXPO West when they launched into the Haka, a traditional island war chant.
At EXPO West, Adina for Life also introduced new President and Chief Operating Officer, Norman Snyder (second to left). Snyder 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.
And check out the new flavor of Holistics--Jade Green Tea with Tulsi, available in stores everywhere.
CLICK HERE to follow the Adina Monkey on Twitter.
CLICK HERE to find Adina Holistics in a store near you.
Friday, March 12, 2010
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.
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