Izze

Izze, stylized in all capital letters, is an American sparkling fruit-juice beverage brand. It was established in Boulder, Colorado, in February 2002 by Greg Stroh and Todd Woloson as an alternative to conventional carbonated soft drinks and juice beverages. The concept drew on the Stroh family's earlier experience with Sundance Natural Juice Sparklers, a sparkling fruit beverage associated with the Stroh Brewery business. Izze combined fruit juice with carbonation and positioned the resulting drink as a more natural and visually distinctive alternative to mainstream soda. The original range launched with four flavors: Blackberry, Grapefruit, Lemon, and Pear. The brand gained early traction through independent and regional retail placement, including King Soopers, and later expanded into national or high-visibility outlets such as Target, Starbucks, Whole Foods, and Tesco. Its early distribution strategy helped establish Izze among consumers seeking fruit-based beverages with a soda-like drinking experience. Colorado bars also served the product as an alcoholic mixer, giving the brand a role beyond packaged soft drinks. Izze expanded its packaging and distribution in 2005, when 8.4-ounce cans began appearing in 12-packs. The format was intended in part for school-oriented distribution and became particularly visible in Target and Tesco stores. By that period, the brand had developed a reputation as a small but rapidly growing natural-beverage company. PepsiCo began acquisition discussions with Izze in 2005 and announced an agreement to purchase the company for $75 million on September 26, 2006. At the time, Izze had 29 employees. PepsiCo kept the operation in Colorado and agreed to preserve its identity as a relatively small brand, while placing it within the company's broader beverage portfolio and, at least initially, under the Naked Juice division. Under PepsiCo ownership, Izze continued to emphasize fruit flavors, sparkling refreshment, colorful packaging, and a positioning distinct from conventional colas. Marketing included retail distribution, entertainment product placement, and extensions intended to broaden the brand's appeal. In 2009, media reports described product-placement activity involving television and film, including Grey's Anatomy. The company later introduced or marketed variants such as Izze esque, a lower-calorie line; Izze Fortified, positioned around added vitamins; and Izze Fusions, a hybrid of sparkling water, soda, and juice. Izze has also been marketed for use as an alcohol mixer. As of 2024, the core portfolio was sold in cans and bottles. Can flavors included Apple, Blackberry, Cherry Lime, Clementine, Grapefruit, Mango, Peach, Pomegranate, Strawberry, Watermelon, and Pineapple. Bottle flavors included Blackberry, Cherry Lime, Clementine, Grapefruit, Peach, and Pomegranate, with some flavors also sold in variety packs. The brand's portfolio and availability can vary by package, retailer, and market. Izze remains an active PepsiCo-owned beverage brand whose identity is rooted in sparkling juice, fruit-forward flavor, and an alternative to traditional soft drinks.

Izze was created in Boulder, Colorado, in February 2002 by Greg Stroh and Todd Woloson. Its inspiration came from Sundance Natural Juice Sparklers, a sparkling fruit beverage connected to the Stroh family business. The founders sought to offer an alternative to the conventional carbonated soft drinks and packaged juices available at the time. The first Izze lineup consisted of Blackberry, Grapefruit, Lemon, and Pear. The brand initially benefited from support in its home region. Colorado bars served Izze with alcohol, helping establish the product as both a standalone refreshment and a mixer. Retail placement then expanded through King Soopers, Target, Starbucks, and Whole Foods. In 2005, Izze began selling 8.4-ounce cans in 12-packs, a format intended partly for school distribution and subsequently sold through retailers including Target and Tesco. Todd Woloson served as president and chief executive officer during the company's independent period. PepsiCo began discussions to acquire Izze around March 2005 and announced the purchase on September 26, 2006. The reported price was $75 million. Izze had 29 employees at the time of the transaction. PepsiCo retained the brand's Colorado base and agreed to maintain its small-company character, while incorporating it into its wider beverage organization. The brand was placed under PepsiCo's Naked Juice division in the early period after the acquisition. Following the acquisition, Izze continued developing a fruit-centered sparkling beverage identity. Its marketing included product placement in entertainment media, with reporting in 2009 identifying television and film placements such as Grey's Anatomy. The company also experimented with portfolio extensions. Izze esque was presented as a lower-calorie option, Izze Fortified emphasized added vitamins, and Izze Fusions combined sparkling water, soda, and juice characteristics. Izze products were additionally promoted for use in alcoholic mixed drinks. In 2016, PepsiCo faced a proposed class-action lawsuit alleging that the original Izze products were deceptively marketed. The allegations challenged claims that the beverages contained no preservatives and represented two servings of fruit under the USDA's 2010 Dietary Guidelines. The case is a significant documented issue in the brand's history, although the available reference material does not establish a final judicial outcome. In 2017, PepsiCo launched Izze Fusions and used Camp Izze as a youth-oriented promotional platform. The April 8 music event marked the beginning of musician Shawn Mendes' worldwide tour that year. Izze has also been associated with Stroh and Woloson's Global Education Fund nonprofit. By 2024, the active portfolio included a broad set of sparkling juice flavors sold in cans and bottles, with selected products available in variety packs. Izze remains a PepsiCo-owned brand centered on sparkling fruit beverages.

• 2024

  Core flavor portfolio documented

  [1]Izze (drink)en.wikipedia.org

  The brand is documented as offering multiple can and bottle flavors, including Blackberry, Cherry Lime, Clementine, Grapefruit, Peach, and Pomegranate.

• 2017

  Izze Fusions launches

  [1]Izze (drink)en.wikipedia.org

  PepsiCo introduces Izze Fusions as a hybrid sparkling water, soda, and juice product.

• 2016

  Marketing claims become subject of litigation

  [1]Izze (drink)en.wikipedia.org

  A proposed class-action complaint challenges certain Izze labeling and advertising claims.

• 2006

  PepsiCo announces acquisition

  [1]Izze (drink)en.wikipedia.org

  PepsiCo announces its purchase of Izze for a reported $75 million.

• 2005

  12-pack can distribution begins

  [1]Izze (drink)en.wikipedia.org

  Izze begins distributing 8.4-ounce cans in 12-packs, including through Target and Tesco.

• 2002

  Izze is founded in Boulder

  [1]Izze (drink)en.wikipedia.org

  Greg Stroh and Todd Woloson establish Izze Beverage Company in Boulder, Colorado, drawing on the Stroh family's sparkling fruit beverage history.

A fruit-forward sparkling beverage positioned between juice and soda, with a natural-beverage heritage, colorful flavor variety, and suitability for direct consumption or mixing.

• Sparkling fruit beverage · 2002

  Izze sparkling juice

  The core Izze line combines fruit juice and carbonation. As of 2024, can flavors included Apple, Blackberry, Cherry Lime, Clementine, Grapefruit, Mango, Peach, Pomegranate, Strawberry, Watermelon, and Pineapple. Bottle availability included Blackberry, Cherry Lime, Clementine, Grapefruit, Peach, and Pomegranate. Products are also sold in selected variety packs.

• Lower-calorie sparkling beverage

  Izze esque

  Izze esque was a lower-calorie extension of the brand. It represented an attempt to offer the Izze sparkling-fruit concept in a lighter formulation, although the reference material identifies it as a previous product rather than a confirmed current line.

• Fortified fruit beverage

  Izze Fortified

  Izze Fortified was an extension emphasizing added vitamins. It broadened the brand beyond its original sparkling juice proposition, but the available material does not confirm its current market status or full nutritional formulation.

• Hybrid sparkling beverage · 2017

  Izze Fusions

  Launched by PepsiCo in 2017, Izze Fusions was described as a blend of sparkling water, sparkling soda, and juice. The product was used to extend Izze into a more contemporary hybrid beverage segment and was promoted toward younger consumers.

• 2016

  Lawsuit over product marketing claims

  A proposed class-action lawsuit against PepsiCo alleged that the original Izze brand was deceptively marketed. The complaint disputed the meaning or accuracy of claims relating to the absence of preservatives and the beverage's representation as containing two servings of fruit under USDA dietary guidance. No final outcome is established in the supplied reference.

  Source

Read more

• 2017Camp Izze

  United States

  Izze sponsored Camp Izze, a music festival held on April 8, 2017. The event served as the opening event for Shawn Mendes' worldwide tour and helped promote the Izze Fusions extension to teenagers.

  Outcome. The reference material does not report attendance, sales, or other quantified outcomes.

  Source
• 2009Entertainment product placement

  United States

  Izze directed substantial marketing activity toward placement in films and television programs, including Grey's Anatomy, using entertainment visibility to build awareness beyond conventional beverage advertising.

  Outcome. The available reference describes the strategy but does not provide a quantified campaign result.

  Source

• 2017

  Launch of Izze FusionsProduct launch

  Background

  The brand sought to extend its sparkling fruit beverage proposition into a hybrid category combining sparkling water, soda, and juice.

  Action taken

  PepsiCo introduced Izze Fusions and promoted it through the Camp Izze music event.

  Aftermath

  The available reference confirms the launch and promotional activity but does not establish the product's long-term commercial performance.

  Source

• 2006

  PepsiCo acquires IzzeM&A

  Background

  PepsiCo was seeking growth in natural and alternative beverage categories as consumer interest shifted toward brands perceived as healthier or more natural than conventional soft drinks.

  Action taken

  PepsiCo agreed to purchase Izze Beverage Company and incorporate the brand into its beverage portfolio while retaining the operation in Colorado.

  Aftermath

  Izze remained associated with its Boulder origins and was initially placed under PepsiCo's Naked Juice division. The companies also agreed to preserve the brand's small-company identity.

  Acquisition price. $75 million (Announced September 26, 2006)

  Source

1. 1Izze (drink)en.wikipedia.org