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JAVA JUICE® LIQUID COFFEE EXTRACT - Caves to Consumer Demand, Still Gets Raves VENICE, CA – August 7, 2007, Somewhere in the middle of the FAQ page of Java Juice liquid coffee extract website, there is a snarky reply to the question, “Why no Decaf Java Juice®?” Answer: “ What’s the point?” Fans of Java Juice® immediately recognized the products’ quality and commitment to organic and fair-trade coffee practices, as well as its award-winning flavor. And along with the great taste and dedication to sustainability, came a nice jolt of caffeine. Java Juice® contains 100 mg. of caffeine per packet or the equivalent of two shots of fresh espresso. In addition to a being a just-add-water travel companion, Java Juice®, with its caffeine punch is a proven friend when the party winds down. Just ask the more than 20,000 attendees at the 2007 SXSW Music Festival in Austin, TX, where Java Juice® was a crucial part of the complimentary “Survival Kit” sanctioned by the festival organizers who were looking for the ultimate “hangover helper.” So as far as decaf travel-coffee was concerned: What was the point? Start with an overwhelming consumer demand for decaf and add in the significant percentage of American coffee drinkers who prefer flavored coffee. So product inventor, Richard Karno went into the test kitchen to perfect a decaf recipe with a flavor profile as good as the original. That finished, Karno began developing flavored Java Juice® that also to meets the organic and kosher criteria Java Juice® customers insist on. It took six years to perfect the original recipe, Karno wasn’t about to get lazy with Swiss Water Decaf Java Juice,® a far more complicated process. Karno’s complete line was unveiled at the 2007 Summer Outdoor Retails in Salt Lake City, Utah to raves last week, when Java Juice® presented Decaf as well as a French Vanilla and Hazelnut flavored coffee extracts. Like the original Java Juice®, the decaf and two new flavors are organic and kosher. To update the question on the FAQ page: “ We’ve expanded the line , because making sure everyone is a happy camper is half the fun of being in business. ”
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