Apple Rush To Reformulate e-water
Apple Rush, a producer of organic juice sparkling beverages, has hired Joseph Bender to enhance the e-water formula for its 2010 sales. The e-water brand is marketed under a license to Apple Rush from RushNet.
The company said that it is set to expand its e-water sports line that contains more electrolytes, and plans to generate $100m in sales of its e-water product line over the next five years.
The e-water team, at the production site in Forest Park, Illinois, has installed a blending tank exclusively for the e-water product, which is designed to cater to the sports drink market. Apple Rush Maui, the company's West Coast Licensee, will be overseeing sales of e-water for the West Coast market.
The company said that a five gallon e-water dispenser will be placed in 40 selected health clubs, gyms and health food stores in the Chicago area next month, so consumers can taste e-water as a sample, before they purchase.
Apple Rush claims that the enhancements to e-water, help rehydrate and restore electrolytes and other nutrients, which are drained out after strenuous exercise, training or competition.
Robert Corr, CEO of Apple Rush, said: We will continue to work with the top biophysicists and biochemists across the globe to enhance e-water's product line even further.
“We have initiated several focus studies and research projects that will allow us to document the specific enhancements of the product. e-water is destined to become the sports water of the future, making the current generation of heavily sugared and salted sports drinks obsolete.
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