Coffee Sold In A Drugstore? Catapult Coffee, A New brew With A "Healthy Kick," Now Being Tested At Brooks/Eckerds Drugstores

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Catapult Coffee, a new herbally enhanced coffee, views drugstores as a unique and appropriate distribution center for its brew. In a test, 1800 Brooks/Eckerds Drugstores will offer Catapult for sale in the Northeast.

Catapult Coffee, the newest entry in the growing food and beverage trend, is now available at participating Brooks/Eckerds Drugstores (approximately 1800 stores) in the Northeast.

“We think drugstores are a tremendous distribution concept for us,” says Catapult president David Sollars. “Our coffee has added herbs for greater vitality and clarity and that feels like the perfect fit for a drugstore customer. The drug channel also seems to be an early adopter of this new coffee concept since their consumers already buy herbs and vitamins at their locations. Retail can feel the pulse changing of the consumers, and they don’t want to be left out of this next product wave.”

Catapult Coffee is also available at select Stop and Shop supermarkets in the Northeast, as well as nationally online at http://www.catapultcoffee.com. There are four energizing coffees to choose from, all available in distinctive 12 oz. cans:

•    Dragon Roast – the flavor of rich Arabica beans

•    Cinnamon Dragon – with a touch of cinnamon

•    Vanilla Crane – for vanilla lovers

•    Hazelnut Tiger – with a hint of hazelnut

All four coffees contain extracts from the following three herbs, and are listed in FDA regulations for use in food and beverages:

•    Yerba Mate – Used throughout South America to make a popular drink known for relieving both mental and physical fatigue.

•    Angelica Sinensis (Dong Quai) – One of the most highly respected herbs used in traditional Chinese medicine. This high-energy herb helps maintain healthy circulation and blood flow.

•    Guarana Seed Powder – The people of the Amazon rain forest use crushed guarana seeds as a beverage to decrease fatigue and increase energy.

“Coffee is more than a drink. It’s become an integral part of how we jump-start our day. For many, coffee is the morning ritual for getting it together,” says Sollars. “A recent survey by the National Coffee Association found that 79% of Americans aged 18 or older will drink coffee at some point during the year. 110 million of us drink it every day. We believe that Catapult is a natural progression for the coffee industry. We plan to change the coffee industry and we’re starting now. Power up & Go!”

Catapult Coffee is produced by Comfort Foods of North Andover, Massachusetts, which also produces the popular Harmony Bay Coffee line. For more information, log onto http://www.catapultcoffee.com. For media information, contact Aigner Associates at 617.254.9500.

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Janet Prensky