Ritorna Natural plans to launch an organic extension of its LIV sports drink brand across the US this week.

The company said yesterday (29 April) that LIV will be "moving up" from its previous 'all natural' status and will become LIV Organic. The sports drink will use a natural, unprocessed source of sugar and contains no artificial colours, flavours or preservatives, as well as being gluten free and Kosher.

Ritorna Natural founder and president Nancy Dince said: "Our move to organic takes LIV to a critical next step, moving from a strong position to an even better one as the only organic ready to drink sports drink in America. Americans are increasingly striving for a healthy lifestyle and the market indicates that organic foods are an integral factor."

LIV Organic will be available in citrus, orange, lemon and berry flavours in selected stores across the US, retailing at US$1.99 per 16.9oz bottle.