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Java Market may be in for a Jolt

Posted: July 22, 2008

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Parmalat, an international producer and distributor of mainstream dairy products and fruit-based drinks, has also jumped on board the guarana boat with the launch of Ice Break Loaded—Real Coffee with a Guarana Hit, featuring a blend of milk, coffee, sugar and guarana.

Rainfloresta, a division of Natranique, Inc., distributor of health, energy and cosmetic products from the Amazonian rainforest, sells Guarana GoGo packets for the energy-seeker on the go. Each packet is said to contain one gram of pure organic guarana, which can be added to tea, juice, yogurt, cereal, smoothies or water.

What’s next? A Starbucks coffee berry frappuccino? A guarana-infused Americano from Caribou Coffee? It’s fair to say the markets of coffee and energy beverages are in for a real jolt, should the healthful reputation of guarana and coffee berry continue to rise in popularity.