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BOULDER, Colo. -- Sales may soon be bubbling over for Izze Beverage Co., a popular niche beverage manufacturer that's been acquired by PepsiCo, Inc., based in Purchase, N.Y. The two companies reached the agreement yesterday at Izze's headquarters here. Terms of the agreement were not disclosed.
With its line of all-natural, sparkling fruit juices, Izze is an up-and-coming brand in the rapidly expanding market for better-for-you beverages. Founded in 2002, the company has built a passionate base of consumers, primarily through grass-roots marketing and sales efforts. (Story continues below.)
Izze is now sold in Starbucks throughout the United States and Canada, as well as nationally in SuperTarget and Cost Plus World Market stores. It's also sold locally in Costco clubs, regular Target stores, Safeway, Whole Foods Markets, Wild Oats Markets, grocery stores, delis, and casual and fine-dining restaurants across the United States, Canada, the Caribbean, and South Pacific.
PepsiCo said that Izze will remain in Boulder and continue to operate as a separate unit, reporting through Pepsi-Cola North America president and c.e.o. Dawn Hudson.
"Izze connects with people's interest in great-tasting, healthier beverages," said Hudson in a statement. "Izze drinkers are young, healthy, active, and incredibly loyal. We'll give Izze the freedom and autonomy to preserve its identity while we develop the brand and help it grow."
Izze's current distribution system will remain unchanged. PepsiCo will drive consumer awareness of the brand through increased marketing efforts.
"Though we'll be run independently, there are immediate benefits to becoming part of PepsiCo," said Izze co-founder and c.e.o. Todd Woloson. "Its sheer scale, along with its world-class marketing and sales teams, will create opportunities that I never would have thought possible four years ago. I'm looking forward to PepsiCo growing this business."