U.S. subsidiary purchases functional beverage brand

Toronto, Ont. & Montreal, Que. – Unique Beverages (USA) Inc. has acquired certain assets of the Los Angeles-based Rising Beverage Co., including its Activate brand and trademark, and certain packaging technologies.

Delaware-based Unique Beverages is owned by a Canadian numbered corporation and affiliated with Montreal-based Unique Foods Canada.

“We saw the value in the cap technology that allows components to be stored separately from liquid, potentially opening up a whole new direction for functional beverages,” said Jon Silver, founder and CEO of Unique Beverages (USA), in making the announcement.

The Activate brand is a line of vitamin-enhanced functional drinks that features vitamins, including vitamins A, B5, B12, and C, stored in dry powder form in a special container within the lid to preserve their potency, according to the company. The vitamins are released when mixed with the liquid.

“Activate has been well received by Canadian retailers and consumers already with much efforts being focused toward promotional sponsorship, while directly educating the consumer on vitamin potency and the freshness requirements in your beverages,” added Josh Silver, Unique Beverage’s vice-president of Marketing and Communications.