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SoBe

This article was originally published in The Tan Sheet

Executive Summary

South Beach Beverage Company's new SoBe Sports System line of "advanced performance supplement" beverages will be available early October in mass market outlets, the firm announces during Natural Products Expo East in Baltimore Sept. 22-24. The products claim to "replenish fluids while supporting the three primary drivers of superior performance...muscles, joints and the cardiovascular system." Each of the four drinks contains MSM glutamine peptide to "reduce soreness" and "build strength," glucosamine to "rebuild and protect cartilage," and D-ribose to "maximize efficiency for energy recovery," labeling states. The 20 oz. beverages come in tropical, fruit punch, orange and lemon-lime flavors, and will retail for $1.59-$1.89. SoBe received a warning letter from FDA's CFSAN earlier this year for making unauthorized nutrient content claims for certain drinks ("The Tan Sheet" July 31, p. 8)
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