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Venture Capital - Wednesday, June 6, 2007

New Sun Nutrition Raises $25M For Healthy Beverage

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How hot is the healthy beverage market? Red hot. Startup Sun Nutrition has on its board Lance Armstrong and MySpace founder Richard Rosenblatt. Santa Barbara-based New Sun Nutrition has raised $25M to further expand marketing and distribution of its FRS beverage line. The series A round was led by Oak Investment Partners with Radar Partners and Thomas Weisel.

FRS is following the Vitamin Water case study by investing in marketing deals. It has bought a product placement on the TV shows 24 and has a deal with Lance Armstrong. FRS, which stands for Free Radical Scavenger, contains a patented combination of flavonoid antioxidants, vitamins and metabolic enhancers. The flavonoids are quercetin, an antioxidant typically found in the skins of apples, onions and red grapes, as well as catechins extracted from green tea.

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Expensive. FRS sell for $2.60 per can and up. Flavors: Orange-All Natural, Lemon Lime-All Natural, Peach Mango-Low Calorie, Wild Berry-Low Calorie, Orange-Low Calorie.

FRS also sells ant-oxident chews as well as powdered drinks.

The company is led by Richard Lamb, co-founder and former President of the Balance Bar Company.

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