SoBe It: New Energy Drink In Town

Former SoBe beverage king goes herbal

SoBe founder John Bello did pretty well in the drink biz before, selling his company to PepsiCo. for $370 million in 2001, so watch out when he reemerges in the herbal energy drink business.

This time, the Plainville native and drink mogul will be working with the founder of Odwalla Juice, according to the Stamford Advocate. They’ll be working together on a line called Adina Holistics, for people who put things like organic herbal elixir on the shopping list. 

The herbal beverages will be completely organic energy drinks and will hit shelves on May 1.

"It's intertwined with yoga,” chief marketing officer Bruce Burke told the Greenwich Times. “The principal is to keep your body in harmony. We have a great-tasting, low-calorie product. We have high aspirations for the brand."

Bello, who now lives in Rye, N.Y., will be looking for executive offices in the Norwalk/Stamford area this summer.

The business currently has 20 employees, but Bello told the Greenwich Times that the business could potentially add 180 more jobs in the near future.

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