SoBe is extending into the frozen food category for the first time with its new line of fruit flavoured frozen bars.
The deal brokered by Joester Loria Group will see SoBe team with the Philly Swirl company to introduce new and unique flavour profiles – Yumberry Pomegranate and Pacific Coconut to the US this summer.
The new fruit bars will contain similar vitamins and herb extracts that are found in the SoBe beverage range, including Vitamins C, E and B, Ginger and Dandelion.
Joanne Loria, EVP of The Joester Loria Group, said: "Expanding into frozen novelties allows consumers to experience and enjoy the distinct and delicious flavours of SoBe in a bran new way.
"Philly Swirl is a leader in the category and will be a fantastic partner."
Jan Grywczynski, president and CEO of Phily Swirl, said: "Philly Swirl’s propriety technology allows us to bring SoBe frozen novelties to life with unique swirls, tastes, and textures.
"This is unique opportunity for Philly Swirl, bringing together two organisations that have proven success in developing great tasting, unique, low-calorie products."
Naturally sweetened with flavour, SoBe frozen bars contain 20-45 calories per bar.
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