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Juice Doctor Delivers Refreshing Thirst Emergency Service to Functional Water Category

Everyday hydration drink re-launches with fresh new look, new recipe and new flavour choice

London – May 18, 2010 – Juice Doctor, co-founded by five times Olympic gold medallist Sir Steve Redgrave, is launching their range of naturally isotonic everyday hydration drinks, with a new look and improved recipes.  In addition, Juice Doctor is introducing a new flavour choice to compliment the range.  As well as Apple, Lemon and Tropical, the naturally isotonic juicy water is now also available in Berry flavour.  The complete range has all been carefully blended to tempt the taste buds and more importantly, hydrate the nation.

Designed to help balance the body by restoring and maintaining healthy levels of hydration, Juice Doctor’s range of naturally isotonic drinks are made from spring water and natural fruit juice. Instead of salt, used in most sports drinks, Juice Doctor uses a potassium hydration booster (salt substitute), which has been shown to have a similar effect by regulating the body’s ability to retain essential fluids once absorbed. Each drink contains around 20 calories per 100ml (the range has up to 50% fewer calories than many other juicy waters) and has no artificial colourings, flavourings, preservatives, sodium or sweeteners.

Steve Redgrave, co-founder of Juice Doctor, explains: “In my time as an Olympic athlete I recognised the importance of maintaining good hydration levels in order to optimise my performance. However, what isn’t so commonly known is that hydration is vital for performance in our everyday lives, no matter what we are doing.  We lose on average 2 litres of water everyday, and just a 2 percent loss in hydration can result in a 20 percent loss in concentration.”

Juice Doctor is the first soft drinks company to combine the isotonic functionality commonly found in sports drinks with the natural taste profile of a ‘juicy water’ to create the new category of ‘everyday hydration’, designed to appeal equally to men and women.

To communicate the brand’s core message of ‘good hydration’, the Juice Doctor brand has a number of supporting activities planned for the summer months.  The company is supporting ‘Keep It Light!, a new consumer campaign set up to educate the nation and encourage healthy hydration habits. Launched earlier this month, the campaign urges people to check the colour of their urine – the body’s natural visual detector for hydration levels – and has set a national goal to ‘keep it light.’  In support, Juice Doctor has included a pee-tone chart on their product labels to encourage consumers to think about good hydration. The campaign is being supported by some of the UK’s leading brands, including Birds Eye, Carphone Warehouse, Plantronics, the RNLI and TalkTalk

Juice Doctor will also be engaging in a national sampling programme throughout the UK, including such events as The Big Fun Runs and the Corporate Games. The company is also embracing social media, allowing two-way consumer interaction through campaigns on Twitter and regular Facebook giveaways.

TJ Herbert, co-founder of Juice Doctor adds, “As many as two in every three people in the UK unknowingly spend every day dehydrated. As a brand, we want to educate adults and children alike on the benefits of a good hydration regime so they can make informed choices, which is why we’ve backed the “Keep it Light!” message.”

Free information and downloadable materials – including a personal ‘Y’urindicator’® a urine colour chart to help identify the stages of hydration – are available on the Juice doctor website.

The Juice Doctor’s range of naturally isotonic everyday drinks, are available for £1.15 nationwide at Asda, Morrisons, Sainsbury’s, Tesco and various independent retailers.

Tags: Drink, fruit juice, hydration, Juice Doctor, juicy water, Keep it Light, naturally isotonic, new flavour, new recipe, Sir Steve Redgrave, sports drinks, TJ Herbert, Urine Colour, Y'urindicator