Reebok and Clearly Canadian Launch New Enhanced Water Beverage

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Press Release:

Vancouver, BC---

Reebok International and Clearly Canadian Beverage Corporation announced a new beverage choice for today's active, health conscious consumer with the launch of Reebok Fitness Water, an enhanced water beverage featuring essential vitamins, minerals and electrolytes.

Reebok Fitness Water will compete in the Alternative Beverage category (a $9.6 billion industry) and will help pioneer a new concept within the bottled water segment: enhanced water beverages. Reebok Fitness Water is a distinctive new beverage for consumers who are committed to their health, nutrition and exercise regimens and look for variety in their alternative beverage choices.

"Featuring a superior product formulation in a dynamic breakthrough package, Reebok Fitness Water compliments our existing line-up of premium beverages and is expected to strengthen Clearly Canadian Beverage Corporation's position in the rapidly growing bottled water segment of the Alternative Beverage category,'' said Douglas Mason, President of Clearly Canadian Beverage Corporation. ``Developing and marketing this exciting new enhanced water beverage with Reebok provides us a competitive advantage as we draw upon Reebok's leadership in the fitness industry and their understanding of the fitness and sport consumer. The brand equity of Reebok will provide Reebok Fitness Water significant consumer exposure and strengthen our relationships with key distributors and retail accounts."

Reebok Fitness Water contains essential vitamins C, B6, B12 and Folic Acid, as well as minerals (calcium, zinc and selenium) and electrolytes (potassium and magnesium). Other featured enhancements (chromium (ChromeMate) and Super CitriMax)) found in Reebok Fitness Water provide additional value for consumers and further differentiate the product from other existing sport drink and bottled water brands currently in the market. Reebok Fitness Water is available in three flavors: Natural, Berry and Citrus. Like bottled water, the Natural flavor contains no sweeteners and has zero calories. The two low calorie flavored choices, Berry and Citrus, are lightly sweetened with fructose, sucralose and ace-K, and contain natural flavor for taste.

"We are very excited about the development of this new beverage with Clearly Canadian, a company that shares our commitment to innovation,'' said Jay Margolis, President of the Specialty Business Group for Reebok. ``Reebok Fitness Water meets our ongoing business objective to extend the Reebok brand into new lifestyle opportunities that meet the needs of our sport and fitness consumers. With the addition of a beverage into our portfolio, consumers can now rely on Reebok for nearly all of their fitness and sports needs, from footwear and apparel to work out equipment and a rejuvenating drink."

Initial rollout for Reebok Fitness Water will begin in April 2001 in the following markets: New York; New England states; Arizona; Washington; Oregon; and St. Louis, Missouri. Consumers can purchase Reebok Fitness Water at local grocery and convenience stores, including 7-Eleven convenience stores. Clearly Canadian will lead an aggressive brand building program integrated into Reebok's brand marketing activities and supported by point-of-purchase displays and extensive product sampling. Reebok Fitness Water will be available at a suggested retail price of $1.29 to $1.79.

Reebok Fitness Water is packaged in a 24-oz. ``hot-fill'' PET bottle, topped with a proprietary 43-mm clear sports cap. The bottle, developed through extensive consumer research, features a contoured, ribbed body for superior grip and handling. The package design, featuring a shrink film label, provides strong branding and compelling consumer communication to reinforce Reebok Fitness Water's appeal to active, health conscious consumers.

About Reebok

Reebok International Ltd., headquartered in Canton, Massachusetts, USA, is a designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. Principal operating units include the Reebok Division, The Rockport Company, Greg Norman Collection and Ralph Lauren Footwear. Sales for 2000 totaled approximately $2.9 billion. Reebok can be accessed on the world wide web at http://www.reebok.com.

About Clearly Canadian

Based in Vancouver, B.C., Clearly Canadian is a producer of premium beverages, including Clearly Canadian sparkling flavored water, Clearly Canadian O plus 2 and Tre Limone, which are distributed extensively in the United States, Canada and numerous countries worldwide. Clearly Canadian holds the exclusive license to manufacture, distribute and sell Reebok Fitness Water in the United States, Canada and the Caribbean. www.clearly.ca.

Posting date: 04/05/2001

Source: Reebok

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