ADULT-FLAVORED SODA GROWING INTO MAINSTREAM

WASHINGTON -- Utmost Brands here has announced that it has begun rollout of its low-sugar, fruit juice-based "Grown up Soda" lines at Food Emporium stores in New York.Already available at chains like H-E-B Central Market, Dorothy Lane Market, Whole Foods, Wild Oats and Wild by Nature, the rollout is one of the latest signs that all-natural, low-sugar soft drinks are gaining ground among consumers

WASHINGTON -- Utmost Brands here has announced that it has begun rollout of its low-sugar, fruit juice-based "Grown up Soda" lines at Food Emporium stores in New York.

Already available at chains like H-E-B Central Market, Dorothy Lane Market, Whole Foods, Wild Oats and Wild by Nature, the rollout is one of the latest signs that all-natural, low-sugar soft drinks are gaining ground among consumers who "have outgrown the sweet stuff, but don't like diet drinks or regular spritzers," according to Utmost founder Steve Hersh.

Although the companies are all less than two years old, GuS, along with competitors Izze and The Switch (brands also made from combinations of fruit juice and sparkling water), have been growing rapidly in the natural and specialty foods channels. Mainstream outlets are beginning to take note. Izze, for example, recently inked deals with Starbucks and Target, and the brands in recent months have received praise from influential media outlets as diverse as Organic Style, Parenting, Food & Wine magazine, FOX News, GQ, the New York Times and O, The Oprah Magazine.