The press release announcing my involvement with Skinny Nutritional Corporation was released yesterday. It mentions that I took a seat on the newly formed Board of Advisors, made a significant financial investment in the company, and I helped to develop a new “high-energy” Skinny Water that debuts within two months.
I’m excited about the prospects.
What the announcement didn’t say is that I’ve been interested in the water market for almost a decade. In fact, while visiting Rome on a family vacation during the summer of 2001, I was intrigued by the fresh spring water available on the grounds above our tour of the catacombs. So much so that I followed through with my entrepreneurial urge and thoroughly researched the free-flowing spring and uncovered the property owners. I thought how cool would it be to market “Holy Water” in America.
Drink it and flush away your sins.
Only kidding. But my mind did wander through the possibilities of catchy marketing slogans. Upon further investigation, I realized the cost of bottling and transporting my Holy Water would be prohibitive. But I never loss my interest in the H2O category – especially as I observed the wide variety of bottled waters morph into a vertical extension of functional waters infused with vitamins and antioxidants.
As a lifelong advocate of fitness and the fight against obesity – not to mention a fanatic about my daily consumption of water – I was excited to receive the pitch on Skinny Water from Michael Salaman and Don McDonald. My interest was particularly peaked when the company’s principals talked about their secret sauce – a safe and effective appetite suppressant in a no calorie solution.
Obviously, I was skeptical. I’ve seen too many “get thin” or “get fit” gimmicks during my three decades associated with the medical/fitness/sports worlds. And I kiddingly tell the dieting set that they would do better by investing in a silver-plated stapler and just staple their lips shut rather than waste their money on many of the diet and exercise quackery available on the market.
Skinny Water, on the other hand, backed its “appetite suppressant” claim with research performed at Georgetown University – available as a clinical abstract detailing the effects of two key ingredients called Super CitriMax and ChromeMate. See: www.skinnywater.com.
Upon further investigation, the company contracted to formulate the five new versions of Skinny Water was found to be highly reputable – Wild Flavors located in Kentucky. They created the flavors and ingredient mixes of many of the best-known functional water brands. So, needless to say, it was a pleasurable experience working with Michael and the Wild Flavors nutritional scientists to develop the energy version.
In addition to the basic key ingredients - ChromeMate, Super CitriMax, EGCG (green tea catechins) - in all Skinny Water varieties, I suggested the energy version should include Vitamin B3, Vitamin B6, Vitamin B12, L-Carnitine, Ginseng, and Guarana. I wanted those vitamins and elements responsible for increasing metabolism and converting fats, carbs, and amino acids into energy production.
Since there is no sugar in Skinny Water, there is no calories (or energy) consumed. So the next logical alternative for a drink to be “energy productive” would be to stimulate the efficient metabolism of the calories already ingested. The B vitamins are masters of the universe in this role. Ginseng stimulates the adrenal glands and energy production. And Guarana has natural caffeine (10mg) to fire up the metabolism.
I’ve saved the best for last. The taste of Energy Skinny Water is great!
If the taste was anything like some of the other functional waters on the store shelves, I wouldn’t be so excited. The flavor we settled on with Wild Flavors is “acai grape blueberry.” The acai extract from the Brazilian rain forest berry is a super anti-oxidant that contains all of the essential amino acids, omega 6 and omega 9 fatty acids, and vitamins B1, B2, B3, C and E. Combined with the anthocyanins and antioxidant properties in grapes and blueberries, Energy Skinny Water is like a nutritious purple cocktail.
Speaking of cocktails, I wonder how Energy Skinny Water would taste with vodka? I know. I know. It’s not a healthy suggestion, but I’ll reluctantly volunteer a happy hour to test the idea.
This entry was posted
on Thursday, March 20th, 2008 at 1:35 pm by Pat Croce
Leave a Reply
April 23rd, 2008 at 8:29 am
Pat.
Your friends at Fleming’s would love to host the Happy Hour. We will supply the vodka you bring the water.
Hope to see you soon
Pat English
May 7th, 2008 at 3:36 pm
I am involved in numerous multi-million dollar marketing campaigns every year, after reading about this new product I thought of an amazing ad concept for the summer market. (SKINNY THIS SUMMER??),,_LARGE PICTURE OF THE BOTTLE_,,under bottle phrase(OR NOT!) Keep up the great work I cant wait for the product to hit the stores!
Brian
May 7th, 2008 at 3:47 pm
This product sounds amazing! I have been involved in the fitness industry for about ten years now and I’m constantly being let down by either the taste, or the actual results of most other products on the market. I have a history of heart problems and it makes me feel extremely confident that this product has been so thouroughly tested by Georgetown University. I cant wait till this product hits the shelves, it will surely be a SKINNY summer for me!
May 15th, 2008 at 2:31 pm
Great tasting product! SOLD OUT at our TARGET in Venice, FL
May 16th, 2008 at 3:48 pm
When will the Skinny Water products be available on Long Island, NY. Will BJ’s, Costco or any other of the large consumer stores carry this brand?
May 19th, 2008 at 6:10 pm
Congrats on the upcoming launch of your next venture..Skinny Water…I am a shareholder in SKNY and I am excited that I have an opportunity to share in a small portion of your success..
“Get the Skinny” summer of ‘08
June 15th, 2008 at 7:52 am
What are these places called Lukoil in Philadelphia? Sounds like a Gas Station.
Will it be available in SuperMarkets or Kmart?
What is the cost and what size bottles?
Thanks