Bravo! for Breakfast

Launches Breakfast Blenders fortified milks at participating 7-Elevens

NORTH PALM BEACH, Fla. -- Bravo! Foods International said it expects to launch its newest product, Bravo! Breakfast Blenders, developed in collaboration with 7-Eleven Inc., during November 2005.

Breakfast Blenders, a line of fortified milks designed to provide the nutritional benefits of a good breakfast, will be introduced exclusively at participating 7-Eleven stores nationwide. The drinks are targeted to busy consumers who are seeking nutritious and great-tasting milk drinks for their active lifestyles. Bravo! and 7-Eleven collaborated on development [image-nocss] of the new products.

We're committed to offering new better-for-you products, said Bravo! CEO Roy Warren, and working with 7-Eleven allowed us to pinpoint consumer trends that led to the development of Breakfast Blenders, combining the needs of active consumers with our delicious milk drinks.

Bravo! Breakfast Blenders are 100% milk and a blend of breakfast fruits and flavors, and fortified with vitamins and minerals. They boast the added nutrition claims of being 100% lactose free, low in sugar and having 50% more protein. Chocolate Raspberry Breakfast Blenders are fortified with antioxidants naturally found in raspberries and chocolate, while Vanilla Peach Breakfast Blenders contain fiber found naturally in peaches, among the most fibrous of fruits. Double French Vanilla and Double Chocolate varieties are both rich in calcium.

Our customer trends showed that the typical consumer is skipping breakfast due to their hurried schedules, while health research shows that breakfast is a very important meal, said Kurt Schumacher, category manager of dairy and ice cream products for 7-Eleven, Dallas. Customers are looking for convenient products that are nutritious and consumable on the go, and that led us to work with Bravo! Foods to develop the Breakfast Blenders products.

Planned marketing by Bravo! to support introduction of the new product will include sponsorship of local radio weather reports in major U.S. cities, promotion of the product by TV and radio personality Leeza Gibbons on her show, supported by other print and media advertising. Grassroots promotions are also planned in select markets, including a Breakfast Brigade sampling campaign in the streets, at mass transit stops and in city office buildings passing out samples of the great tasting better for you milks.

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