Izze (pronounced iz-ee) is the brand name of a line of carbonated juice drinks produced by the IZZE Beverage Company in Boulder, Colorado, which is owned by PepsiCo. The drinks consist of 70% fruit juice from concentrate, and 30% seltzer water. Izze is an all-natural, no-preservatives-added fruit soda.
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In February 2002 in Boulder, Colorado, Todd Woloson and Anna Dougherty devised a plan to create a fruit-juice-based carbonated beverage, settling on a formula by that June and shortly thereafter forming the Izze Beverage Company. The name derives from Isabel, the daughter of a co-founder, who is known as "Izze" by friends and family.[1]
On September 26, 2006, the company was purchased by PepsiCo. PepsiCo has announced plans to leave the Izze formula as is, only assisting with marketing efforts.[2]
The company's first brand extension is a lower-calorie beverage than the company's original sodas, using fruit juice and sugar as sweeteners. The first three flavors were introduced June 2007, with watermelon being added in March 2011.[15]
In 2008, the company introduced its next brand extension, five flavors of a soda supplemented with 30% USRDA Vitamin C, 10% Vitamin B6 and Niacin.[20]
The company promotes its products as a more healthful alternative to high fructose corn syrup-based soda drinks. Critics of such juice-concentrate sodas, which go through heating as part of the manufacturing process, point to research showing that heat destroys or damages many nutrients, such as vitamin C, several B vitamins and amino acids. However, studies have shown that these drinks are somewhat healthier than other sodas that contain high fructose corn syrup.[22]
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