Veryfine to Market New Spinoff

Veryfine’s Fruit 2-0 will undergo a deep freeze to become Fruit 2-0 Ice, a dessert spinoff of the flavored water, the com pany said last week.

Veryfine will part ner with Chelsea, Mass.-based H.P. Hood to launch the frozen-dessert version of the no-calorie beverage. Fruit 2-0 Ice, initially available in lemon and raspberry, will have 40 calories and a softer, more “spoonable” texture than Italian ice.

Veryfine also plans to increase its ad spending dramatically from the low seven figures to as much as $15-20 million, according to Veryfine marketing director Kristin Toli.

Fruit 2-0 Ice “gave us an opportunity to expand the brand into the dessert market,” said Sam Rowse, president and CEO of Littleton, Mass.-based