Skoop's powder subs for fruits, veggies
Last Updated: 15:45 October 14, 2013
A Game is a powdered blend of 41 natural and organic ingredients that contain micro-nutrients equal to eight servings of fruit and vegetables, said Greg Stroh, a co-founder of Izze Beverage Co. and Mix 1 in Boulder.
Izze was sold to Pepsi Co. (NYSE: PEP) in 2006 for an undisclosed amount. Rouse is a naturopathic doctor who co-founded Mix1 protein shake drink with Stroh, which was sold to Hershey Co. (NYSE: HSY) in 2013. Bogusky is a former partner with advertising agency Crispin Porter + Bogusky, which has a Boulder office.
Stroh suggests people who feel they don't get a chance to eat as many fruits and vegetables as they'd like, can benefit from the powder. It can be mixed into any food or drink.
Angel investors are financing the startup company for an undisclosed sum, Stroh said.
"It's my insurance policy. I know what I want to do (in terms of eating fruits and vegetables) but life gets in the way," Stroh said. "This is going to be a great product for me to use. With it, you feel a little more energy and a little more clarity."
The trio is selling A Game through a community of hand-picked distributors, including personal trainers, Stroh said. Traditional grocery store chains are expensive for startups in that they charge slotting fees to put products in key areas of the store, among other things, Stroh said.
Some select retailers also will sell the product, Bogusky said, including places such as gyms and yoga studios. Moms looking for healthy food choices also are a target market, he said. About 50 people are selling the product so far, Stroh said.
"People like to buy from people they know," Bogusky said. "We really need the core of expertise, I think, so that's where we're focusing first, is building a really intelligent and organic core (of customers)."
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