US sparkling juice group IZZE Beverage Co. has made John Bello chairman of the company's board.
 
Bello was the founder and former CEO of beverage group SoBe and is also a partner with Sherbrooke Capital, the venture capital group that led a US$6.35m equity-financing round for IZZE in early 2005.

Bello said: "The timing is perfect for IZZE to solidify its leadership position in a changing marketplace that is demanding more healthful beverage alternatives.
 
"I feel my parallel experience with SoBe in creating and growing the healthy refreshment beverage category lends itself to a future win with IZZE. With its natural positioning as a healthy product, IZZE has the brand charisma and consumer passion that can help it rise above the clutter in a competitive and crowded beverage space."