White Rock Acquires Fizzy Lizzy

In a move to expand its portfolio of healthy drink options, White Rock Beverages has acquired the Fizzy Lizzy natural sparkling juice brand. The acquisition unites two New York metropolitan-area beverage brands, one a relative newcomer and the other founded in 1871. Terms of the deal weren’t disclosed.

Made from fruit juices and sparkling water, Fizzy Lizzy, which debuted in 2000, is available in such gourmet flavors as Grapefruit, Cranberry, Raspberry Lemon, Fuji Apple, Yakima Grape and Tangerine Passion Fruit. Each product contains about 60 percent fruit juice and 40 percent carbonated, or “fizzy,” water. The beverages have no added sugars or corn syrup, and feature all-natural ingredients with unfiltered juice.

“Having created, and then nurtured, Fizzy Lizzy for over 10 years, I couldn't imagine a more suitable family to guide the further growth of Fizzy Lizzy than the Bodkins of White Rock,” said Liz Morrill, founder of Jersey City, N.J.-based Fizzy Lizzy. “Larry Bodkin and his team share Fizzy Lizzy’s passion for quality and deepest commitment to brand integrity and customer service. White Rock’s reputation, resources, and employees are the perfect springboard to take Fizzy Lizzy to the next level and make our delicious, thirst-quenching and groundbreaking drinks available to millions more Americans.”

“Bringing Fizzy Lizzy under the White Rock umbrella will certainly augment our efforts of producing and offering healthier beverages,” added Larry Bodkin, president of Whitestone, N.Y.-based White Rock. “Over the past decade, we have shifted our attention to increasing our production of seltzers, mixers and pure cane-sugar drinks, as consumers have opted for lighter and healthier beverages. Fizzy Lizzy is an outstanding brand that has won high praise from consumers and the media for its exceptional taste and perfect blend of fruit and fizz.”

White Rock currently sells more than a dozen flavors of seltzers and mixers, and has a wide selection of specialty beverages. The company also offers reduced-size bottles and cans to cater to consumer demand for smaller serving sizes.

Known throughout its history by its iconic logo, Psyche, White Rock’s kneeling nymph was one of America’s most recognizable trademarks of the first half of the 20th century.

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