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P&G

This article was originally published in The Tan Sheet

Executive Summary

Firm will continue test-marketing Elations Dietary Supplement drink despite Sept. 26 announcement it is no longer pursuing joint venture with Coca-Cola to market health and wellness beverages, snacks. P&G debuted Elations - a beverage targeting "joint flexibility and skeletal strength" and containing glucosamine, calcium and vitamin C - in "learning" markets in Cape Coral and Sarasota, Fla. earlier this year. The 8-oz. drink comes in Cranberry Apple Twist and Ruby Red Grapefruit Lift flavors, retailing for about $10 for an eight-pack, $35 for a 28-pack. The Elations brand originally was to be housed under the P&G/Coca-Cola joint venture announced in February (1"The Tan Sheet" March 5, In Brief)
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