Novamex Launches Alova®, The First All-Natural Sparkling Aloe Vera Beverage

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The Fresh Market will be the exclusive retail grocer in the United States.

Alova is available in three refreshing flavors.

Alova expands our product portfolio, enabling us to reach new consumers via new retail channels. Alova targets consumers who want unique, natural and organic based products,” said Ramon Carrasco, chief operating officer for Novamex.

Novamex, producer and marketer for renowned Mexican brands such as Jarritos premium Mexican soda, has launched Alova®, the first natural, sparkling, aloe vera beverage.  Novamex has entered into a partnership with The Fresh Market to be the exclusive retailer for the Alova line of premium, healthy aloe vera beverages featured in all of their 127 stores in 25 states.
 
Alova will be available in three refreshing flavors: Cucumber/Mint, Mandarin Orange, and Grapefruit. With a mere 70-80 calories per bottle, Alova contains all natural ingredients, real sugar, no preservatives and no artificial flavors. Alova avoids the thick textured, pulpy, highly sweetened formulas found in most traditional aloe vera beverages. Instead, Alova is lightly carbonated, refreshing, and smooth, with a subtle taste.

"Alova is a new direction for Novamex. We have developed an expertise in manufacturing great tasting, naturally-flavored sodas. Alova expands our product portfolio, enabling us to reach new consumers via new retail channels. Alova targets consumers who want unique, natural and organic based products,” said Ramon Carrasco, chief operating officer for Novamex.

“The Fresh Market will be the first exclusive grocer to retail Alova in the United States between now and into the beginning of 2013. The Fresh Market also played an integral role in the product development; which included final flavor selection.” He added, “In choosing The Fresh Market, Novamex partnered with a retailer with the right consumer base that would highlight the uniqueness of Alova.”

“Alova targets an upscale, health conscious consumer who wants great taste and something unique,” said Mathis Martines, The Fresh Market’s grocery marketing coordinator. “By being Novamex’s exclusive partner in the launch of Alova, The Fresh Market will be the first in the marketplace with this type of product. We will be featuring Alova during the holiday season and again in the beginning of the year allowing consumers to start off 2013 in a health minded way.”

Packaged in a custom-designed proprietary glass bottle 330 ML (11.16 ounces), Alova will be sold individually and comes packaged 24 per full case.

Alova contains 15-percent organic aloe vera juice extracted from aloe vera plants grown on a company-owned farm in Campeche, Mexico. 

About Novamex
Established in 1987, Novamex is the leading marketer of soft drinks, foods, and authentic Mexican brands in the United States. With exclusive rights in the distribution of Jarritos, Sangría Señorial, Sidral Mundet, Mineragua, Chocolate Ibarra and D'Gari, among others, Novamex is involved in every aspect of their sale, distribution, and marketing in the U.S. Novamex invites you to visit its website and learn more about the company’s high-quality brands, innovative promotions, and its nationwide network of more than 50,000 distribution points. For more information visit http://www.novamex.com.  ;

About The Fresh Market, Inc
Founded in 1982, The Fresh Market, Inc. (NASDAQ: TFM) is a specialty grocery retailer focused on providing high-quality products in a unique and inviting atmosphere with a high level of customer service. The company currently operates 127 stores in 25 states, primarily located in the Southeast, Midwest, Mid-Atlantic, and Northeast, with plans for continued expansion throughout the country. The Fresh Market is an equal opportunity employer. For more information visit http://www.thefreshmarket.com.

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