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Fruitsense from Old Orchard Brands in the US is a functional, vitamin-enhanced juice drink in large, lightweight plastic bottles typically reserved for the fruit juice aisle – a move that suggests the single-serve, on the go segment of flavoured waters is headed towards at-home consumption.

Each 8oz serving contains antioxidant vitamins C and E, essential vitamins A and B, with functional ingredients including echinacea, EGCG, CoQ10, ginseng, taurine, hibiscus, magnesium, zinc, calcium and iron. All six flavours are sweetened naturally with low-glycemic organic agave nectar and 5% fruit juice, resulting in only 45 calories per serving. The product has no preservatives and is gluten free.

"FruitSense combines the best of all worlds: 5% real fruit juice, added vitamins, a low calorie count, and an organic sweetener that's friendly to a diabetic diet," said Vice President of Marketing for Old Orchard Brands Kevin Miller. "In a multi-serve bulk pack, we offer consumers a lower cost per ounce, making a more environmentally-friendly package. We feel this gives our product a strong competitive edge."

According to a recent Beverage Marketing Corporation study, the fastest growing segment in the beverage category is flavored and functional waters, which saw double digit growth year-to-year in 2007. FruitSense has been designed to take advantage of this growth trend.

FruitSense is being offered in six flavors, each supporting a distinctive health benefit: Key Lime Colada is enhanced with EGCG to help boost metabolism; Pomegranate, Blueberry, Mangosteen includes Co-enzyme Q10 for heart health; Kiwi Dragonfruit contains ginseng and taurine for natural, caffeine-free energy; Strawberry, Peach, Melon includes hibiscus, vitamin D, and magnesium to combat stress; Tangerine Grapefruit includes zinc and Echinacea for preventative health; and Cranberry, Raspberry is blended with calcium, vitamin D and iron for women's health.

Old Orchard will kick-off the launch of FruitSense with national print advertising, radio advertising, and product sampling, and is giving away free bottles of FruitSense to the first 50,000 visitors to the company's website: www.fruitsense.com. * About Old Orchard Brands* Sparta, Mich.-based Old Orchard Brands is one of the fastest-growing fruit juice brands in the US. Established in 1985, the company offers consumers 30 frozen concentrate flavors and 62 bottled varieties in a range of 100 percent fruit juices and blends, premium and organic juices, fruit juice cocktails, low-sugar fruit juice cocktails, and juice-infused teas.

Old Orchard Brands currently produces more than 80 million 64-ounce bottles of fruit juice and 45 million 12-ounce canisters of frozen juice concentrates each year. The company is known for its innovative and value-added products that target the needs of today's health conscious consumers. Old Orchard Brands is an Allied Capital company.