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US: Monarch relaunches All Sport

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The Atlanta-based Monarch Company has relaunched All Sport Body Quencher, the sports drink it purchased from PepsiCo in the second half of 2001.

Monarch has reformulated the product into a non-carbonated beverage and introduced eight new flavours, representing the first major product news for All Sport since its market introduction eight years ago.

Monarch will continue to exclusively partner with Pepsi's bottling system in the US to produce and distribute All Sport.

The eight new flavors include, Powerplay Punch, Citrus Slam, Breakaway Berry, Blue Ice, Lemon-Lime, Orange, Fruit Punch and Grape. The products roll out nationwide in supermarkets, convenience stores and other outlets in April.

The All Sport brand, which lies third in the US sports drink market, will also undergo a repackaging with a red, white and blue logo.

Jim Hoagland, vice president of marketing for The Monarch Company said: "All Sport appeals to athletes and nonathletes alike. We believe the new non-carbonated formula, new flavours and updated graphics will position All Sport favorably among sports beverages of its kind. All Sport is not only a thirst quencher, but a body quencher."

There is a variety of packaging including 20-ounce single servings; 24-ounce single servings; 1 liter and 32-ounce bottles; and two powder forms, Fruit Punch and Lemon Lime.


Companies: PepsiCo

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