Jones isn’t done yet. The company is going back to its alternative-beverage roots with its next venture: “Gaba,” an alternative drink that will incorporate a naturally produced form of the amino acid gamma-aminobutyric acid (GABA). This new product will be on shelves early next year. Gaba, which is patented by Mitsubishi in Japan, is said to increase focus and concentration. Because Jones Soda acquired two-year exclusive rights to Gaba in 2007, the company sees it as an opportunity to establish the energy drink category and really develop it. While this drink category is growing fast and is expected to exceed $10 billion annually by 2010, Jones will have to spend money promoting the product.
More to come -
GABA Insider
Thursday, January 1, 2009
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