JLG Sends SoBe to Freezer Aisle


The Joester Loria Group, exclusive licensing agent for PepsiCo North America, has secured a new food extension deal for SoBe Lifewater & Elixirs.

In its first food-related brand extension, the drink brand will be translated into a new line of flavored frozen bars by Philly Swirl.

Set to arrive at U.S. grocery stores this summer, the line will include two flavors based on SoBe Lifewater–Yumberry Pomegranate and Pacific Coconut.

“Expanding into frozen novelties allows consumers to experience and enjoy the distinct and delicious flavors of SoBe in a brand new way,” says Joanne Loria, executive vice president, The Joester Loria Group. “Philly Swirl is a leader in the category and will be a fantastic partner.”