New 'Drinks That Work' Serves Up Functional Herbal Beverages

The latest beverage to hit Bay Area markets claims to offer consumers functionality that actually works as well as great taste. Drinks That Work is a new line of herbal elixirs that claim to deliver effective doses of the world's most renowned herbs, delicious, drinkable formulations, and a state-of-the-art ingredient validation technology to ensure therapeutic potency.

Odwalla alumni Michael Young and Brian Lovejoy founded Santa Cruz-based Drinks That Work to fill a demand in the marketplace for a functional herbal beverage that works. "SoBe and now even Snapple have staked out the refreshment end of this category," said Lovejoy. "For us to succeed, we have to market a serious product that offers not only delicious flavor but real function that consumers will recognize immediately."

To ensure a more credible yet enjoyable herbal drink and, thus, redefine the functional beverage category, Lovejoy and Young assembled a dream team of fellow visionaries. That group includes renowned ethno-botanist and plant pharmacologist, Dennis McKenna; board member and advisor Loren Israelson, who is a past president of Nature's Way and advisor to the FDA and Office of Dietary Supplements; and co-founder Joel McCleary, who grows some of the finest organic Kava in the world on his Molokai, Hawaii, ranch.

Drinks That Work chairman Michael Young was COO at Odwalla Inc. from 1994 through 1997 and built the manufacturing, finance and sales departments for the company during a period of significant growth and expansion. Drinks That Work president and CEO Brian Lovejoy served as Odwalla's vice president of marketing, director of product research and development, and was responsible for developing Odwalla's entire line of dietary products including Super Food, C Monster and Future Shake.

The introductory Drinks That Work product line offers three satisfying and restorative herbal beverage options: FORZA Sustainable Energy, a tropical fruit juice tonic designed to sustain and promote energy; KAVA - Root of Peace, a robust, lightly carbonated brew for relaxation; and LUNA - Delicious Sleep, a creamy, lightly spiced blend of soothing botanicals to prepare the mind and body for rest.

Drinks That Work are now available in natural foods and other specialty supermarkets throughout the Bay Area at a suggested retail price of $2.69 per seven-oz bottle.

Drinks That Work is headquartered in Davenport, CA, near Santa Cruz.