June 3, 2008

HEALTH BENEFITS OF TART CHERRY JUICE TO HIT LOCAL STORE SHELVES
Product Hits Shelves Just as Study Lends Scientific Backing to Claim that Cherries Ease Arthritis Pain

SPARTA, Mich., June 3, 2008—Consumers who are interested in the disease-fighting functional benefits of tart cherry juice, yet hesitate to pay the premium price they often command, will have an  affordable option beginning this week in the juice aisle at all Publix locations.

100% Pure Tart Cherry is part of Old Orchard’s affordable line of Premium Juices which contain no added sugars, preservatives or artificial colors. As the name implies, the product contains only pure juice from the antioxidant-rich tart cherry fruit and is gluten-free.  It’s available in 64-ounce multi-serve bottles and will begin hitting store shelves this week.  

Old Orchard’s 100% Pure Tart Cherry arrives just as a team of researchers from The University of Michigan published results of a study that lends scientific backing to the claim that cherry-enriched diets can help ease pain in arthritis patients.  The study revealed that powerful antioxidants called anthocyanins – which are responsible for the vibrant red color of cherries – can also provide an anti-inflammatory benefit for arthritis sufferers. 

“We believe today’s consumer is better informed than ever regarding what they choose to put in their bodies,” said Kevin Miller, vice president of marketing for Old Orchard Brands. “So today’s products have to not only taste good, but make a positive contribution to their overall health.  A 6 oz. Serving of 100% Pure Tart Cherry juiceis equivalent to a fruit serving and is an easy way to incorporate a serving of cherries into a diet year-round.”

In addition to providing potential pain relief, tart cherries are excellent sources of beta carotene (vitamin A) as well as vitamins C and E.  The super fruit also provides potassium, magnesium, iron, folate and fiber, and is one of the few known food sources of melatonin – a potent antioxidant that helps regulate natural sleep patterns.

The University of Michigan study was published by The Cherry Marketing Institute.  The full report can be found at www.choosecherries.com.  

About Old Orchard Brands