Del Monte Introduces Bloom Energy A Healthy, Great Tasting, New Energy Drink For Women

San Francisco, CA - Blooming with antioxidants, essential nutrients and a full serving of fruit, Del Monte Foods announced the launch of its first energy drink, Bloom Energy -- a healthy, great-tasting energy drink formulated especially for women. The fruit-filled energy drink is available in three refreshing flavors including wild berry, cran raspberry, and mango passionfruit. Bloom Energy, a Del Monte branded product, will be available in select markets across the country at most major retailers beginning May 2007 in individual 10.5 oz cans or 4-packs.

Making its first foray into the energy drink category, Del Monte hopes to capitalize on the fast growing and highly profitable segment. In fact, the energy drink category has grown 60% from 2005 to 2006, to about $2.6B wholesale, according to Beverage Marketing. This segment has increased in popularity due to consumer's busy personal schedules, longer work days, and commutes.

"At Del Monte, we are known for our nourishing, great tasting products and we are thrilled to announce the launch of our new Bloom Energy drink," said Barry Shepard, Senior Vice President, Marketing & Innovation, Del Monte Foods. "Bloom Energy was specifically formulated to meet the lifestyle and nutritional needs of active women who are challenged to achieve a happy balance between work, family, and self. Our goal is to provide women with a delicious alternative to the average caffeinated drink, while offering essential ingredients that will energize, refresh, and enable women to feel good about what they are drinking."

Bloom Energy: On a Mission to Nourish, Refresh and "Spread Good Energy"

With the tagline "spread good energy," Del Monte looks to attract women in search of an alternative to traditional caffeinated beverages. One can of Bloom Energy has only 100 calories, and is a convenient way to get a full serving of fruit, daily essential vitamins, and nutrients. In fact, Bloom Energy is nutritionally superior to many other leading energy drinks, delivering 100% of Vitamin C and five B Vitamins, and a good source of Calcium and Vitamin D. Bloom Energy is also naturally caffeinated with antioxidant-rich white tea extract, providing a gentle, healthy boost of energy.

"As more consumers are looking for convenient ways to incorporate the FDA recommended daily serving of fruits into their diet, it is important for companies to address these needs," said Laura Molseed, Registered Dietitian for Del Monte Foods. "Products high in antioxidants are especially important because they help protect the body's cells from the damaging effects of ‘free radicals' and are used to reduce the risk of diseases such as cancer and coronary heart disease."

Available in three lightly carbonated flavors - wild berry, cran raspberry, and mango passionfruit - Bloom Energy is for active women who are challenged to achieve a happy balance between work, family, and self. Bloom Energy provides essential ingredients to make these women feel revitalized, without compromising on taste or nutrition. Bloom Energy can be found in the beverage aisle in individual 10.5 cans or 4-packs in select markets at most major retailers for $1.99 msrp/can or $6.99/4-pack beginning in May. For more information, visit www.drinkbloomenergy.com.

"The launch of Bloom Energy demonstrates Del Monte's ongoing commitment to innovation and excellence as we take our well-known brands into relevant segments that are on-trend with consumer demands and deliver on health and wellness," said Chris Hannigan, Director of Marketing, Del Monte Foods New Ventures Group, and leader of the Bloom Energy development and launch initiative. "This is an exciting time for Del Monte as we continue to introduce new products and explore new categories that will strengthen and grow our business."

SOURCE: Del Monte Foods