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Avitae Secures Distribution in Mid-Atlantic Region of Whole Foods

By Press Release

CLEVELAND — Avitae USA, LLC is expanding retail presence of Avitae Caffeinated Water into Whole Foods Market stores in the mid-Atlantic region. Avitae’s partnership with Whole Foods Market strengthens its position in the beverage category, increasing distribution in the natural food channel. The product, distributed by DPI Specialty Foods, will be available in 42 Whole Foods Market stores throughout Kentucky, Maryland, Southern New Jersey, Ohio, Pennsylvania, Virginia and the District of Columbia.

“We’re excited to expand distribution into this key channel,” said Norman E. Snyder, president and chief executive officer of Avitae. “Whole Foods Market is a respected leader in the industry with a strong philosophy on natural foods, backing Avitae as an all-natural way for those interested in a healthy lifestyle to get a boost from caffeine without drinking coffee, tea, soda or energy drinks. This partnership will allow customers a choice at even more stores within the region.”

Avitae will be available in Whole Foods Market mid-Atlantic stores in October 2013 and will retail for $1.49 per 16.9-fluid-ounce (500-milliliter) bottle.

Avitae offers consumers an all-natural zero-calorie beverage with two different strengths of caffeine: 45 milligrams of natural caffeine, about the same amount of caffeine as a diet soda, and 90 milligrams of natural caffeine, about the same amount of caffeine as a cup of coffee. Avitae Caffeinated Water contains natural caffeine, zero calories, no sugars or artificial ingredients, and no bitter aftertaste.

About Avitae

Avitae Caffeinated Water is the leading caffeinated water company in the U.S. and seeks to provide consumers with an alternative to less healthy caffeinated beverages and sugary drinks. Avitae vows to provide the healthy hydration you need with the caffeine lift you want. Avitae Caffeinated Water is currently offered in 45-milligram and 90-milligram caffeine amounts for all lifestyles. More information is available at www.avitaeusa.com

About Whole Foods Market

Founded in 1980 in Austin, Texas, Whole Foods Market (wholefoodsmarket.com, NASDAQ: WFM), is the leading natural and organic food retailer. As America’s first national certified organic grocer, Whole Foods Market was named “America’s Healthiest Grocery Store” by Health magazine. The company’s motto, “Whole Foods, Whole People, Whole Planet”™ captures its mission to ensure customer satisfaction and health, Team Member excellence and happiness, enhanced shareholder value, community support and environmental improvement. Thanks to the company’s more than 80,000 Team Members, Whole Foods Market has been ranked as one of the “100 Best Companies to Work For” in America by FORTUNE magazine for 15 consecutive years. In fiscal year 2011, the company had sales of more than $10 billion and currently has more than 360 stores in the United States, Canada and the United Kingdom.

Source: Beverages