SOURCE: mix1

August 28, 2007 05:57 ET

True Functionality Matters

mix1® Exposes the Myth Behind Functional Drinks

BOULDER, CO--(Marketwire - August 28, 2007) - mix1®, an all-natural drink, is asserting its position as the only true functional protein and antioxidant beverage on the market, delivering balanced energy through superior nutrition. While most brands claim their products are functional, they typically use only a small percentage of the ingredient they are touting as beneficial. Functional beverages -- drinks that offer added health and wellness benefits -- have dominated the beverage industry during the last few years and the category continues to thrive and increase. In 2005 alone, functional beverages secured more than $40 billion in sales, with that number expected to grow to more than $46.3 billion this year and to more than $53.9 billion in 2010(1). With more brands continuing to saturate this market, people want to know which of these beverages is truly functional. The answer is mix1.

mix1 co-founder Dr. James Rouse, N.D., explains: "There are many variables to consider when looking for true functionality. First, look at the carb to protein ratio. mix1 offers two to one for the right balance of sustained energy. Next, look for high quality protein. mix1 uses whey protein isolate, the purest protein available with the highest biological value, which means it's the easiest to digest." Dr. Rouse continues, "The quantity of vitamins, minerals and/or antioxidants that are in the beverage also matter. mix1 delivers 100 mg of green tea polyphenols -- the equivalent of four cups of green tea or three servings of fruits/vegetables! Most beverages cannot claim that."

Other important elements include the use of heart-healthy quality fat, olive oil, and a soluble fiber to further enhance overall cardiovascular health. Dr. Rouse concludes: "True functionality comes down to the right combination of quality ingredients and mix1 delivers."

Even industry experts are weighing in on the debate. "Today Show" correspondent Janice Lieberman recently reported on functional beverages and cautioned consumers about the excess of sugar and/or caffeine found in many other brands. She urges consumers to ask themselves three questions when choosing the product: Should you be eating or drinking it in the first place? Are the claims meaningful? And do you really need this additive? Additionally, "Today Show" food editor Phil Lempert recently stated that many of these beverages are supported by brilliant marketing campaigns and then cautioned consumers to read the label carefully to see how many milligrams of the nutrient are truly used.

For more information on mix1, including nutritional chats with co-founder Dr. James Rouse, N.D., and the importance of protein & antioxidants in your daily diet, please visit the company's recently re-designed website at

(1) "Times & Trends" report, Information Resources Inc. (January 2007).

About mix1®

mix1® beverage company produces a premium, all-natural, protein & antioxidant drink for busy Americans who struggle to find time to eat nutritiously throughout the day. Wes Brasher, Dr. James Rouse, N.D., and Greg Stroh co-founded the company in Boulder, Colo., in 2006 based on inspiration from the active, healthy lifestyles they enjoy in their home state. Available in an 11-ounce bottle in four great-tasting flavors (Mango, Blueberry-Vanilla, Lime and Mix Berry), mix1 is sold nationally at Whole Foods Market and Wild Oats Marketplace, as well as in regional City Market stores, King Soopers and independent grocery retailers across the United States. For more information, please visit

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