Drink & Shrink Squeezes into Weight Management Category - First Hoodia-Enhanced Shakes Debut Nationally

The first hoodia-enhanced shakes are being introduced by Scientific Response with packaging designed by New York-based brand design firm, MoxieTM.

New York, NY (PRWEB) August 8, 2007 -- With more than half the women in the US defined as overweight and one-third characterized as clinically obese, Scientific Response is introducing Drink & Shrink, the first hoodia-enhanced dietary shake, nationally.

Available in 2 flavors, Deep Dark Dutch Chocolate and Creamy Chocolate Almond, the shakes will be available nationally in GNC stores and in Duane Reade stores in the New York area. "We expect excellent reception in the marketplace for retail chains that are looking to upgrade their product lines and expect it will soon be available in many more major chains from coast to coast," says Arthur Low, Vice President, Marketing Communications, Scientific Response.

The shakes contain pure Hoodia Gordonii, the cactus from the Kalahari Desert South Africa, and reported to contain a molecule that suppresses appetite. With 80 calories, the shake contains no added sugar, trans fat or lactose.

Positioned as a premium brand that delivers on taste, Scientific Response turned to brand design firm, MoxieTM to create a design to match its image. Tetrapak was chosen for its aseptic process that allows for a shelf stable milk product with up to one year of shelf life and provides excellent design reproduction.

Drink & Shrink's simple, straightforward typeface transitions from bold type weight to thin to communicate the transition to weight loss. "Since the brand name by itself effectively speaks to the weight loss category, we were able to use the rest of the package to communicate the indulgence factor. Rich, dark chocolate-brown labels convey premium indulgence and beautiful photography of chocolate bars and almonds reflect taste and flavor," says Tammy Vaserstein, Creative, Principal, MoxieTM.

"MoxieTM created a brand design that strikes the perfect balance," says Ralph Rojas, General Manager, Scientific Response. "Their design expertise allowed them to overcome any printing limitations and the result is a first-class design for our premium product."

A print advertising campaign targeting young women will support the launch and television commercials will air shortly after the national launch.

Additional flavors as well as a fruit drink line will follow.

MoxieTM (www.moxietm.com) is an international brand and package design firm with offices in New York, Miami, and Latin America.

###