Tedeschi Adds Phase III to Shelves

Great State/Blue Coast extends Attitude Drinks' distribution

ROCKLAND, Mass. -- Tedeschi Food Shops is now stocking Attitude Drinks' Phase III functional, pure milk-based recovery drink, the company confirmed for CSP Daily News. Beverage maker and brand development company Attitude Drinks has announced that its distribution partner, Great State/Blue Coast Beverages, will begin distributing Phase III to its entire network of retail accounts, which presently numbers about 6,000.

Great State/Blue Coast is responsible for the distribution of several successful brands, and is one of the leading beverage distributors among convenience [image-nocss] stores, including Tedeschi Food Shops, in New England.

"Since our agreement in March 2011, Great State/Blue Coast has brought our product into 190 Tedeschi Food Shop convenience stores, and now it's exciting to see what this next phase in our relationship brings," said Jack Shea, executive vice president of sales for Attitude Drinks, Palm Beach Gardens, Fla.

"Great State/Blue Coast decided to extend its product reach for Phase III following the completion of a 90-day initial test market in Boston. Their retail account, Tedeschi Food Shops, has indicated positive sell-through for our product and they were very encouraged by these initial results. Great State/Blue Coast is helping us expand our markets in the food, convenience, specialty, fitness and drug channels, primarily in Massachusetts and New Hampshire," said Roy Warren, CEO of Attitude Drinks.

Phase III Recovery is a reduced sugar, low-fat, real-flavored milk that features 29% less sugar and more than two times the protein of regular chocolate milk. It has filtered out lactose and much of the sugar naturally found in low-fat milk. While Phase III has no protein added, the concentrated mineral and nutrient rich milk provides 35 grams of protein and the taste and mouth feel of low fat chocolate milk. This process enables strategically balanced protein and carbohydrate levels and fortification with a list of nutrients and electrolytes. Phase III is packaged in 14.5-ounce re-sealable, environmentally "green" bottles. It comes in chocolate and vanilla flavors.

Phase III is sold in select local, regional and national markets, including colleges, universities, c-stores, fitness centers and gyms, as well as online.

Established in 1923 in Rockland, Mass., Tedeschi Food Shops is one of New England's leading family-owned and operated convenience store chains, with more than $600 million in annual revenue. The company operates 190 convenience store locations throughout Massachusetts, New Hampshire, Rhode Island and Connecticut. It offers a family of proprietary brands: TD's Deli and TD's Deli Always Fresh To Go, Tedeschi Select and Tedeschi Fuel.