Unique Beverages (USA) acquires US vitamin water brand Activate Drinks

Activate cap technology allows components to be stored separately from the liquid

Unique Beverages (USA), a US-based company owned by a Canadian corporation and affiliated with Unique Foods, has completed its acquisition of Activate Drinks. The purchase includes certain assets of the Rising Beverage Company, including the Activate brand and trademark, as well as selective packaging technologies.

No financial details have been revealed.

Jon Silver, Founder and CEO of Unique Beverages (USA), said: 'We saw the value in the cap technology that allows components to be stored separately from liquid, potentially opening up a whole new direction for functional beverages.'

Activate's beverage products allows vitamins to stay fresh and potent, while offering a convenient way to get a daily allowance of nutrients. Research has shown that Vitamin A, B5, B12 and C lose potency when premixed in water, so keeping the vitamins separate from the beverage until the point of consumption preserves that potency, the company says.

'Activate has been well received by Canadian retailers and consumers already with much efforts being focused towards promotional sponsorship, while directly educating the consumer on vitamin potency and the freshness requirements in your beverages,' added Josh Silver, VP Marketing and Communications of Unique Beverages (USA).