Integrated Beverage Group Pitches Neutraceutical Dessert | Adweek Integrated Beverage Group Pitches Neutraceutical Dessert | Adweek
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Integrated Beverage Group Pitches Neutraceutical Dessert

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Brand/company: Integrated Beverage Group
Headquarters: Farmingdale, N.Y.
Products: Power Ice, Children's Throat Cooler, Skinny Dippers, Jakemans lozenges
Launch date: 2007
Sales: 2007: $300,000; 2008: $2,100,000. Sales growth: 690 percent
Target demo: Varies by product
Competition: For Power Ice: Gatorade, Powerade, other sports drinks. Any and all frozen ice popsicles.
Distribution: CVS, Rite Aide, Duane Reade, Ralph's, Kroger's, SaveMart, Walgreens, Shop Rite, Safeway
Claims: Develop unique, first-to-market health and wellness products
Secret weapon: Product Innovation
New product: Zap Cap



Throat coolers, electrolyte replenishers, guilt-free diet treats. And in rare circumstances, improvisational anelgicsics and swelling treatments for middle fingers that have been accidentally slammed in car trunks by their boneheaded significant others. (But we won’t go into that right now.) The brands Integrated Beverage Group distributes are varied, but they can all pretty much, be summed up as a neutraceutical dessert.

What’s unique is the delivery system of freezable pouches. IBG’s Children’s Throat Cooler, for instance, tastes like a Popsicle but doubles as a soother of sore throats. It’s Power Ice is pitched as the “Enhanced Frozen Hydrator” that cools off overheated athletes while restoring their electrolytes. And Skinny Dippers’ value equation: Dessert with no just desserts. They have zero calories, zero net carbs and zero sugar.

IBG wasn’t always on the side of the nutritional angels. The company originally marketing a frozen alcoholic beverage called Freaky Ice. Then in in 2007, CEO Dominic Maggiore, a chemical engineer and family man with four kids, began brainstorming about non-medicinal OTC remedies for kids two and older. He came up with Children’s Throat Cooler, a frozen supplement that contains Vitamin C, honey and other soothing ingredients. “Children are accidentally overdosed by their parents because they’re given too much medicine or it’s mixed with others,” said Michael Densmore, IBG’s CMO. “Throat Coolers [is safe for kids because] it has no medicine in it. It doesn’t cure a sore throat, it soothes and hydrates it.”

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