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New Sports Drink Launchede Point here has introduced Triumph! -- a premium sports drink that provides immediate and sustained energy release and good taste without the sugar rush that is common in other beverages, the company says.Triumph! uses a TriEnergy Pyramid that releases rapidly absorbed crystallized cane juice followed by complex glucose polymers and pure crystalline fructose. It is packaged

New Sports Drink Launched

e Point here has introduced Triumph! -- a premium sports drink that provides immediate and sustained energy release and good taste without the sugar rush that is common in other beverages, the company says.

Triumph! uses a TriEnergy Pyramid that releases rapidly absorbed crystallized cane juice followed by complex glucose polymers and pure crystalline fructose. It is packaged in 16-ounce glass bottles and is available in fruit punch, orange, lemon-lime and grape flavors.

Triumph! is said to provide more than 100% of the USRDA of vitamin C and replenishes electrolytes with a low-sodium content. Triumph! made its debut in the Southeast this winter and is now expanding up the Eastern seaboard.

Kroger Airs Coke Promotion

ATLANTA -- Thankfully it wasn't the real thing, but the Kroger blimp was seen dropping six-packs of Coca-Cola on Atlanta.

A full-page, four-color newspaper advertisement that ran late last month featured the Kroger blimp dropping six-packs of Coca-Cola on Atlanta with the hot price of only $1.19. The headline read, "Kroger and Coke Reign in Atlanta!" alluding to the fact that Kroger is the Atlanta market share leader and Coke is based there.

In Kroger stores here, the blimp, named Spirit of Atlanta, is heavily used in advertising. Spirit of Atlanta blimp cutouts framed in red, white and blue crepe paper hang over every aisle, and are featured on shelf tags throughout the store. They are also used to promote endcap displays.

As reported, the Atlanta division of Kroger Co. has loaned Spirit of Atlanta to the city's police department to monitor the 1996 Summer Olympic Games, which kicked off on Friday. Kroger officials could not be reached for comment. Kroger will take possession of the blimp after the Games.

Pepsi-Cola Tests Josta Soda

SOMERS, N.Y. -- The Pepsi-Cola Co. here is test-marketing Josta, a lightly carbonated soft drink made with the Brazilian guarana berry, in several U.S. markets. A national rollout is possible.

According to reports, guarana is a nut-like berry that grows in a small rain forest area. Guarana is high in caffeine and has a fruity, cream soda-like taste.

Brad Shaw, a spokesman for Pepsi, told SN that Josta is packaged in 20-ounce PET bottles which retail around 89 cents to 99 cents, along with vending machine cans and six-pack cans. Shaw said Josta was introduced in Phoenix late last year and is in other select markets throughout the United States.

Shaw said Josta is only available in its original guarana flavor. Although a diet version is not available, Shaw said one could be developed if the demand warrants it.

TAGS: Kroger