Category Archives: Skinny Nutritional Corp. SKNY

A Year of Growth and Philanthropy for Skinny Nutritional Corp. (SKNY)

November 16, 2012

It’s been a busy year for Skinny Nutritional, the innovator behind Skinny Water and a leader in the zero-calorie enhanced water category.

The company kicked off 2012 with the introduction of its Skinny Water line of beverages to consumers in the state of Colorado through a distribution agreement with New Age Beverage Company. This came on the heels of a public announcement about the distribution agreement in December of 2011.

In April, Skinny entered into a national partnership with JDRF, a global leader for finding cures and treatments for type 1 diabetes. Skinny signed on to aid JDRF in its type 1 diabetes fundraising efforts throughout the year, agreeing to provide onsite support for 12 designated JDRF “Walk to Cure Diabetes” events throughout the nation. Skinny also agreed to provide hydration stations at partnering JDRF chapter events, and the company additionally committed to provide more than 50,000 bottles of its Skinny Water zero-calorie enhanced beverages to support the JDRF community.

In May, Skinny took steps to further strengthen its Midwest brand presence by entering into a distribution agreement with D&B Grocers Wholesale, Inc., a family-owned and operated company headquartered in Livonia, Mich. This agreement expanded the distribution of Skinny Water throughout state of Michigan.

In July, Skinny announced a financing transaction with Trim Capital LLC involving the issuance of $9 million of preferred and common stock and a $6 million senior secured credit facility. At the initial closing, Skinny sold a $1 million senior secured bridge note. Trim Capital’s investment boosted the company’s momentum to accelerate its marketing and branding initiatives, add new product lines, and build inventory levels.

Also in July, Skinny announced that it was further strengthening its mid-Atlantic market penetration through the A&P retail banner of stores. A&P retail locations, including Pathmark, Superfresh, Waldbaum’s, and A&P, began carrying Skinny Water in 275 locations throughout the mid-Atlantic. This brought Skinny Water’s total retail presence to more than 14,275 stores throughout the U.S.

In August, Skinny announced the addition of Skinny Water pH+, a high-alkaline and electrolyte water, to its product lineup. Infused with minerals, Skinny Water pH+ is inspired by the alkaline diet favored by celebrities, medical practitioners, and health-conscious consumers for keeping the body balanced and promoting weight loss and overall wellbeing.

As an eventful 2012 winds down, Skinny is gearing up for another full year of offering consumers “the ultimate hydration experience” in 2013.

Skinny Nutritional is headquartered in Conshohocken, Penn. The company is the innovator behind Skinny Water, a zero-calorie, zero-sugar, zero-sodium, and zero-preservative enhanced water containing key electrolytes, antioxidants, and vitamins. Skinny Water currently comes in six flavors: Acai Grape Blueberry, Raspberry Pomegranate, Orange Cranberry Tangerine, Lemonade Passionfruit, Pink Citrus, and Goji Black Cherry. The company plans to launch additional Skinny-branded beverages and products in the future.

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Skinny Nutritional Corp. (SKNY) Offers More Than Just Flavor Without Guilt

November 9, 2012

Skinny Nutritional is a Pennsylvania based maker of enhanced functional beverages, now distributed all over the country under the brand name Skinny Water. Skinny Water is unique in the fact that it contains 100% natural flavorings, with no sugar, no carbs, no calories, and no sodium. What it does have is a unique formulation of vitamins, electrolytes, and antioxidants, making it one of the healthiest drinks available anywhere, in a different league than standard enhanced waters that are often loaded with artificial sweeteners and chemicals. As such, it has rapidly become popular with people looking for something refreshing and delicious, but not fattening. Unlike sugared or diet sodas, people can enjoy as much as they want without feeling guilty about their health or weight.

But Skinny Water is far more than just flavor without the guilt. Skinny Water represents a bold new direction for the beverage industry, a direction that could cut significantly into the vast global market for non-alcoholic beverages. Moreover, it’s a direction that is already being actively encouraged by local, state, and federal agencies, a level of support that is destined to increase. The reason, of course, is that traditional soda drinks, including diet sodas, are being recognized as contributors to the ever growing obesity problem in America. Even diet sodas are now considered suspect, with researchers suggesting their artificial sweeteners may react chemically with the body to drive additional consumption.

The numbers have been mounting so fast for obesity, including childhood obesity, that individuals and all levels of government are desperately seeking solutions. With nearly 70% of adults listed as overweight or obese, what used to be a personal problem is now viewed as an epidemic. Although there are many contributing factors, the bottom line is that people are taking in more calories and fat while exercising less. As the computer age has grown, so has the American waistline. Cheap mass-produced high-calorie fillers and flavorings, such as corn syrup, staples in processed food products, are becoming a big part of our diet as more people seek ready-to-eat foods. And the amount eaten at every sitting has also gone up.

Consumers are recognizing the risk for themselves and want alternatives. Skinny Water stands in stark contrast to common processed foods and beverages, which is why it has become so popular in such a short time. The global beverage market is huge, and Skinny Nutritional is starting to cut into it.

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Skinny Nutritional Corp. (SKNY) Has It All Over Diet Soda

November 2, 2012

A recent article by Mandy Oaklander in Health on Today, entitled “Diet soda is doing these 7 awful things to your body,” came down on the often hidden risks of drinking diet soda in a way that will open a lot of people’s eyes. When improved artificial sweeteners began to come out a few decades ago, it was seen as a boon to soda drinkers everywhere. At last people could enjoy their favorite sweetened beverages without worrying about sugar and weight gain. But this is not how it turned out.

First of all, as the article points out, Americans drink a lot of pop, approximately 2 cans of the stuff each and every day. Children especially are gulping down diet soda at an increasing rate. But a range of serious problems are now beginning to show up that should give pause to anyone ready pick up that can.

The article indicates, for example, how an 11-year Harvard Medical School study of over 3,000 women found that diet cola is linked to a doubling of risk for kidney decline. It was a decline not associated with sugar-sweetened sodas. The article also pointed to a University of Minnesota study of nearly 10,000 adults suggesting that even one diet soda a day may be associated with a significantly increased risk of metabolic syndrome, including belly fat and high cholesterol, although other factors may have also been involved. In addition, a University of Texas study found that, the more diet sodas a person drinks, the greater the likelihood that they will go on to become overweight. It is suspected that artificial sweeteners disrupt the body’s natural ability to regulate calorie intake, encouraging users to overeat.

When added to a number of other negative aspects of diet soda, including associated chemicals that may cause cell damage, plus rotting teeth, and even reproductive issues, the risks of diet soda become far greater than any perceived benefits.

The spread of this news over the web can’t help but support Skinny Nutritional, producers of Skinny Water, a naturally sweetened water beverage with zero calories and zero carbs, and could explain the rapid expansion of the product’s sales across the country.

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Skinny Nutritional Corp. (SKNY) pH+ Water Beverage Featured in BevNET Magazine

September 21, 2012

September’s issue of BevNET Magazine, an important trade magazine for the beverage industry, highlighted Skinny Nutritional’s introduction of Skinny Water pH+, a high-alkaline and electrolyte-enhanced water. The water is specially formulated with minerals and serves as a new complement to Skinny’s many flavored health waters. Skinny Water pH+ is clear with ingredients designed to boost electrolytes for replenishment and added energy. The product also features educational materials at point-of-sale, and a tagline of “Body in Balance.”

Skinny Water pH+ is based upon the growing market for nutritional products that contribute to an improved acid-alkaline balance in the body, avoiding acid imbalance which is seen by many as contributing to low energy and more serious disorders. Although home water ionizing systems are available, the up-front expense is discouraging to most people. Skinny Water pH+ offers a simple and affordable way for consumers to get what they want.

Skinny Water pH+ is now distributed nationally, part of the Skinny brand’s growing distribution network. Skinny products can now be found across the country, at 15,000 retail locations, including major retailers such as Target and CVS. The brand is known for its unique line of exclusive 100% naturally flavored waters containing zero-sugar, zero-carbs, zero calories, and zero sodium, together with customized blends of nutrients targeting consumers interested in both health and taste.

BevNET Magazine is written for wholesalers, independent distributors, suppliers, supermarkets, and convenience stores. It’s designed to help increase retail beverage sales and covers all types of beverages, from coffee and tea, to wine and alcoholic spirits. BevNET is the leading industry publication for analysis of trends, innovation, marketing, and product development. The magazine is published 8 times per year. The BevNET website has the highest traffic and most content of any Web site dedicated to the non-alcoholic beverage industry and has been online since 1996.

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Skinny Nutritional Corp. (SKNY) Targets the Growing World Health Market

September 17, 2012

Although few would think of Skinny Water, the flagship brand of Skinny Nutritional, as a health industry product, an increasing body of facts suggests that its role in America’s physical well-being may be its most important contribution.

Consider this: According to the International Federation of the Red Cross, obesity has now become a bigger problem in the world than starvation. In the U.S. alone, medical costs associated with obesity are now well over $100 billion dollars annually. Today, most Americans are considered overweight or obese. Although there are defined measurements that determine the difference between someone being labeled “overweight” or “obese,” the fact is that both have been associated with significant health problems, which in turn affect healthcare in addition to lost productivity.

Technology has offered food producers a way to increased productivity through the production of foods that are easier to grow, process, and distribute, though they are poorly suited to the way that our bodies evolved. Animal fats and processed carbohydrates continue to gain ground around the world as a cost effective and popular way to feed the masses, but the long-term social cost of this route has become increasingly clear. Obesity in the U.S. has nearly tripled in the past thirty years, and associated costs have exploded.

While developing countries are adopting the American diet, America and other industrialized countries are now desperately looking for a better alternative, something that will meet market needs without killing the consumer in the process. New York City’s recent ban on certain sugar-sweetened beverages larger than 16 ounces suggests that the government considers obesity a legitimate target, much like cigarettes.

Skinny Nutritional has seen this coming, and has formulated an expanding portfolio of products that are arguably more health oriented than anything on the market. They feel that they’ve been able to bridge the perceived gap between what the market wants and what it needs, without government intervention. The company’s Skinny Water collection of 100% naturally flavored drinks have, unlike their major competitors, zero sugar, zero calories, zero carbs, and also zero sodium, along with various combinations of vitamins and minerals. It’s the healthiest water you can buy, which gives Skinny the advantage in an increasingly competitive and growing health-conscious market.

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Skinny Nutritional Corp. (SKNY) Latest Product Supports Increasingly Popular Alkaline Diets

September 10, 2012

Skinny Nutritional now offers Skinny Water pH+, a high alkaline and electrolyte water, that gives consumers a healthy alternative to acidic beverages such as soft drinks. Michael Salaman, CEO of SKNY, stated, “The body is in an alkaline state when it reaches 7 on a pH scale of 1 to 10. Our bodies tend to be more acidic due to the acidic nature of the typical American diet that consists of soft drinks and processed foods. Skinny Water pH+ targets a pH level of 8 to 9 to help keep the body in balance.” The idea for Skinny Water pH+ came from the alkaline diet followed by celebrities and suggested by medical personnel.

Alkaline diets rich in magnesium, zinc, and potassium, which are found in fruits and vegetables, are believed to help a person’s physical well-being in many ways. Higher energy levels, clearer skin, faster metabolism, a clear mind, and greater immunity are just some of the benefits of an alkaline diet. An alkaline body may also experience greater weight loss. The human body is mostly water, so consuming Skinny Water pH+ can help balance the body’s water make-up.

Skinny Water pH+ promotes the idea that the human body should maintain an optimum balance of acidity and alkalinity. In contrast to SKNY’s flavored waters, Skinny Water pH+ is crystal clear, with a pure and crisp taste that features a boost of electrolytes for replenishment and added energy. It is the ultimate beverage for pure hydration plus the electrolytes and alkalinity you need to maintain your body’s best balance. In simplest terms, Skinny Water pH+ is the drink of choice for a positive, health-conscious lifestyle.

SKNY also continues its market penetration in the mid-Atlantic region. SKNY and the Great Atlantic & Pacific Tea Company, doing business as A&P, have signed an agreement putting SKNY products in 275 store locations. These locations will include stores operating under the Pathmark, Superfresh, Waldbaum’s and A&P names. Joseph Gisondi, VP of National Retail Sales, stated, “Skinny Nutritional Corp. and A&P look forward to building and cultivating the Skinny Water brand through various advertising mediums which will include circular/ad sales, displays, sampling events and joint promotions.” Nationwide, Skinny Water is available in over 14,275 retail locations.

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Big Buyers Testify to the Future of Skinny Nutritional Corp. (SKNY)

August 28, 2012

If you sell retail consumer products, with the emphasis on physical stores versus online sales, one of your continuing concerns is going to be about shelf-space. The best product in the world won’t sell without adequate exposure, and that means convincing enough stores to give up some of their treasured shelf space to display your product. In the case of retail beverages, the competition is intense. Shelf space is at a premium, and a store’s retail buyer needs to know that your product has all the right things going for it in order to sell. The more product they can profitably move, the healthier their bottom line. Retail buyers live and die based on a thorough knowledge of their customer market, and a store won’t buy what it doesn’t think will move.

In the case of Skinny Nutritional, makers of Skinny Water brand health water drinks, the getting has been good, and its success is one of the strongest indications that the product is perceived as matching the market. The company sells a unique line of exclusive 100% naturally flavored waters containing zero-sugar, zero-carbs, zero calories, and zero sodium, together with customized blends of nutrients and electrolytes formulated for consumers focused on both health and taste.

Skinny has expanded rapidly to over 15,000 retail locations around the country, including big block chains like Target and CVS. Retail giants such as Target spend enormous amounts of time and money ensuring that the products they display have a future, and they clearly feel that Skinny Water falls in that category. In addition, Skinny Nutritional is also gearing up for possible moves into the snacks and meals category. In Skinny’s own words, they have a distinct brand that resonates with consumers.

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Skinny Nutritional Corp. (SKNY) Introduces Charged Water Product that Promotes Body Chemistry Balance

August 21, 2012

Skinny Nutritional today announced the introduction of its latest product Skinny Water pH+, a high alkaline and electrolyte water that the company believes will change the way consumers think about the water they drink.

Inspired by the alkaline diet favored by celebrities, medical practitioners, and a health-conscious generation, Skinny Water pH+ is fortified with minerals to keep the body balanced. Rich in magnesium, zinc, and potassium, an alkaline diet is known for helping promote overall well-being — from higher energy levels to clearer skin, increased metabolism, mental clarity, and immunity.

There is also reason to believe that keeping the body alkaline will encourage weight loss. And because the human body is about 60% water, drinking high pH water helps balance the body’s chemistry, optimizing health.

Skinny Water pH+ is formulated with select minerals and pure hydration to deliver an alkaline boost anytime, anywhere. At a suggested retail price of $1.99 per liter, it is a cost-effective way to get alkaline water, compared to state-of-the-art filtration systems that cost several thousand dollars.

“The body is in an alkaline state when it reaches 7 on a scale of 1 to 10. Our bodies tend to be more acidic due to the acidic nature of the typical American diet that consists of soft drinks and processed foods. Skinny Water pH+ targets a pH level of 8 to 9 to help keep the body in balance,” states Michael Salaman, CEO of Skinny Water.

Complementing the brand’s flavored waters, Skinny Water pH+ is crystal clear, with a pure and crisp taste that infuses a boost of electrolytes for replenishment and added energy. The charged water product provides pure hydration with the electrolytes and alkalinity needed to maintain balance. It’s been designed to be the drink of choice for a positive, health-conscious lifestyle.

To maximize sales potential, Skinny Water pH+ will be displayed alongside education materials at point of sale with the tagline Body in Balance® — “three simple words that sum up a world of difference.”

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Skinny Nutritional Corp. (SKNY) to Get the Message Across and Grab Consumers with New Packaging

August 15, 2012

When it comes to consumer goods, one of the most important forms of product advertising has nothing to do with television, billboards, or social media. It’s the product packaging. Developing product packaging to present a clear and unique message to the consumer is one of the most effective ways to get them to buy. Why go to all the trouble of getting hard-to-win shelf space for your product and not use it to maximum advantage?

Think about it: The consumer is already in the store or other point of sale, they are already thinking of buying something, and they will spend most of their time looking at products and making active purchasing decisions while browsing. As a vendor, there is absolutely no better time or place to get your message right and to define your brand. And your product’s packaging is the principal medium for communicating that message.

For Skinny Nutritional, makers of various enhanced health drinks, the goal is to make it clear to the consumer that their drinks offer something different and better than anything else on the shelf. Skinny Water, the company’s flagship brand, is a line of exclusive 100% naturally flavored waters containing zero-sugar, zero-carbs, zero calories, and zero sodium, together with customized blends of nutrients and electrolytes designed for a growing market of consumers focused on health as well as taste.

To this end, the company plans to launch an innovative bottle with new packaging, now scheduled for some time in 2013. The specially shaped 16-oz. bottle will display a full sleeve label with bright colors and bold message to drive the key selling points of taste and health. The idea is to immediately capture consumers interested in more than the calorie/sodium laden offerings that masquerade as health drinks.

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Skinny Nutritional Corp. (SKNY) Rapidly Building Its Brand

August 9, 2012

The rapid growth of Skinny Nutritional speaks to the wisdom of successfully addressing a previously unmet market need. Unlike the commonplace carb- or caffeine-loaded sports and energy drinks, or the so-called health drinks that simply reduce the sugar and sodium, Skinny knew there was a market out there that wanted something different. Millions of working women and men were looking for flavor and fun without the guilt, something they could enjoy while being good to their bodies and their waistlines. They were looking for exactly what Skinny set out to create. From its very first days, Skinny Nutritional knew the market it was after, knew that it was big, and was determined to meet it.

• 2006 – Creative Enterprises Int. changed name to Skinny Nutritional Corp.
• 2008 – Company launched first zero-calorie enhanced water
• 2010 – Skinny popularity took off with 1 million cases being sold
• 2012 – Skinny launches proprietary bottle, pH+ water and natural flavors

Today, Skinny has expanded to a host of popular varieties, all using 100% natural flavorings, with zero artificial colors or preservatives, and all with zero sugar, zero carbs, zero calories, and zero sodium, and new concepts continue to be created under the Skinny brand. It’s all aimed at that huge and still largely underserved market of health and weight-conscious people who take the time to carefully review the ingredient list. These people aren’t fooled by fancy words and logos, and once they’ve found a brand name they can trust, they will stick with it. That’s the brand that Skinny is building.

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Skinny Nutritional Corp. (SKNY) Has It All Together

August 2, 2012

In the highly competitive world of health waters, Skinny Nutritional Corp. has worked intensely and effectively to differentiate itself in the marketplace. It’s not enough to have a great product. Success requires smart marketing, aggressive positioning, and a well-founded knowledge of your customer base. The company’s famous Skinny Water has benefitted from all of these.

Skinny Water starts with purified water and a blend of vitamins, antioxidants, and electrolytes, balanced in unique multiple combinations, each of which meet a specific lifestyle need. In addition, unlike other drinks, Skinny Water has zero sugar, zero carbs, zero calories, and zero sodium. Skinny Water uses 100% natural flavorings, with no artificial colors or preservatives, offering flavors like Acai Grape Blueberry, Lemonade Passionfruit, Raspberry Pomegranate, Pink Berry Citrus, Orange Cranberry Tangerine, and others. They also offer sparkling varieties.

Carrying product uniqueness and positioning to its packaging, Skinny will be launching an innovative tapered bottle in 2013. The bottle will display a full sleeve label with bright colors to drive the key selling point of great taste and health functionality, along with the Zeros! The launch is seen as important to increasing brand awareness and driving sales.

And when it comes to customer base, Skinny has a clearly researched and targeted market. Specifically, the company has defined it as follows:

Target Demographics

– Gender: Primarily female
– Average Age: 38 years old
– Employment Status: 66% work full time
– Level of Activity: 67% report that they exercise very frequently/regularly
– Fashionable: Shop at Old Navy, Gap, and Banana Republic

Drink Preferences & Habits

– 53% purchase Skinny at the supermarket
– 22% purchase Skinny at convenience stores
– 51% value zero calories as the most important feature of preferred drinks
– 62% like drinks that help them maintain their weight

Other Takeaways

– Appearance: they want to be desirable but still themselves
– Confidence: more opportunity and more control over their lives through healthy lifestyle behaviors
– Well-being: they want to develop healthy habits that last a lifetime

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Skinny Nutritional Corp. (SKNY) Offers Skinny Water for Every Purpose

July 30, 2012

The value of customization is well known as a major factor in customer appeal. It offers a link to the consumer that more generic offerings cannot. Customization doesn’t have to mean sitting down with every person to determine individual preferences, but rather simply recognizing the range of market needs and opportunities in a given class of products. It’s the reason that there are different models of cars and many choices of ice cream.

Skinny Nutritional makes effective use of this principle in its Skinny Water line of health beverages. The company has managed to develop multiple offerings, each of which is formulated to meet specific health needs.

• Lemonade Passion Fruit (Total-V)

Vitamins B3, B5, B6, B12 + C (energy, mental clarity and whole body vitality)
Vitamin A (essential for the eyes, as well as skin and immune system replenishment)
Vitamin E (boosts red blood cell and muscle development)
Magnesium + Folic Acid (helps absorb calcium for bone health and energy production)
Calcium (builds strong skeletal system)
Potassium (helps maintain cellular hydration)

• Orange Cranberry Tangerine (Wake Up)

Vitamin C (powerful antioxidant, boosts immunity; good for skin, teeth, bones blood vessels)
Vitamin A (promotes vision health)
Vitamin E (Vitamin A regulator, neutralizes free radicals, maintains healthy-looking skin and hair)
Calcium (builds strong skeletal system)
Potassium (helps maintain cellular hydration)

• Raspberry Pomegranate (Crave Control)

SuperCitriMax® (a patented form of an herbal extract rich in hydroxycitrix acid (HCA), naturally derived from the Garcinia Cambogia fruit native to parts of Asia and known for its appetite suppressing qualities, with each 1,500 mg SuperCitriMax® serving providing 900 mg of HCA)
Calcium (builds strong skeletal system)
Potassium (aids in the regulation of the body’s water balance, helps the body hydrate and replenish)

• Sport Goji Black Cherry (Shape)

Vitamins: A, E, B3, B5, B6
Calcium (mineral/electrolyte, promotes strong, healthy bones & teeth, muscles, nervous system)
Magnesium (mineral/electrolyte, activates metabolic enzymes and are critical for energy generation)
Potassium (mineral/electrolyte, blood regulator and stabilizer, helps heart, brain, kidney, muscles)

• Acai Grape Blueberry (Hi-Energy)

Acai Extract (contains powerful antioxidants)
Guarana (natural caffeine stimulates metabolism)
Ginseng (combats fatigue and stimulate metabolism)
Vitamins B3, B6 & B12 (energy, metabolism, skin, muscle tone, helps immune and nervous system)
Calcium (builds strong skeletal system)
Potassium (helps maintain cellular hydration)

• Sport Sport Blue Raspberry (Fit)

Vitamins: B3, B5, B6
Calcium (mineral/electrolyte, promotes healthy bones & teeth, muscles, nerves)
Magnesium (mineral/electrolyte, activates metabolic enzymes, energy generation)
Potassium (mineral/electrolyte, blood regulator, healthy heart, brain, kidney, muscle, water balance)

• Sport Pink Berry Citrus (Power)

Vitamins: A, E, B3, B5, B6
Calcium (mineral/electrolyte, promotes healthy bones & teeth, muscles, nerves)
Magnesium (mineral/electrolyte, activates metabolic enzymes and are critical for energy generation)
Potassium (mineral/electrolyte, blood regulator, healthy heart, brain, kidney, muscle, water balance)

• Sport Kiwi Lime (Active)

Vitamins: B3, B5, B6, C
Calcium (mineral/electrolyte, promotes healthy bones & teeth, muscles, nerves)
Magnesium (mineral/electrolyte, activates metabolic enzymes, energy generation)
Potassium (mineral/electrolyte, blood regulator, healthy heart, brain, kidney, muscle, water balance)

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Skinny Nutritional Corp. (SKNY) and the New Beverage Consumer

July 23, 2012

As a consumer, it’s almost impossible not to recognize the explosive growth of what is sometimes referred to as the functional beverage market. It’s a name that points generally to the new wave of water-based health drinks filling up grocers’ shelves that contain vitamins, minerals, and all sorts of other good stuff to help your body, with hopefully fewer things that are bad for you.

Such enhanced beverages have been leading the growth of beverage consumption in the U.S., reflecting a sea-change in the way that consumers view what they drink. The traditional idea of “make it sweet, make it cheap” has given way to new demands for beverages that do something more than add to America’s health crisis. The new buyer is both weight conscious and health conscious, and it’s this ingredient-savvy market that Skinny Nutritional is grabbing with its Skinny Water and related Skinny brands.

Skinny Water, unlike many of its competitors, contains no sugar, no sodium, and no preservatives or artificial sweeteners. What it does contain is 100% natural flavorings that have been another important factor in capturing consumers, with flavors like Acai Grape Blueberry, Peach Mango, Mandarin, Raspberry Pomegranate, Orange Cranberry Tangerine, Lemonade Passionfruit, and others. The Raspberry Pomegranate flavor also contains Super CitriMax (hydroxycitric acid or HCA), a clinically-tested weight-loss ingredient, plus a healthful blend of calcium and potassium.

Skinny Water is now available at major retail outlets around the country, including CVS and Target, and is carried by approximately 15,000 retail locations. The company is continually expanding its offerings, establishing Skinny as a formidable brand, and also holds trademarks in the snacks and meals category. Taste, branding, and pricing of the products are all important components of Skinny’s competitive strategy. Besides consumer-capturing flavors and strong branding, the company works hard to ensure that the price for their products is competitive.

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Skinny Nutritional Corp. (SKNY) Uniquely Positioned with Full Line of Functional Beverage Products

July 16, 2012

Headquartered in Bala Cynwyd, PA, and operating in the rapidly evolving enhanced water/sports drink/beverage industry (which has seen such spectacular successes as Snapple and Arizona Iced Tea), Skinny Nutritional Corporation’s business model revolves around Skinny Water®.

This proprietary, water-based product, which contains no sugar, sodium, or preservatives, is augmented with key electrolytes, antioxidants, and vitamins. Offered in nine unique flavor medleys based on 100-percent natural flavors, the Skinny Water line includes: Acai Grape Blueberry, Peach Mango, Mandarin, Raspberry Pomegranate, Orange Cranberry Tangerine, Lemonade Passionfruit, and – as part of its line of Sport’s drinks – Blue Raspberry, Pink Berry Citrus, Goji Black Cherry and Kiwi Lime. The Raspberry Pomegranate flavor features the clinically tested weight-loss ingredient, Super CitriMax (hydroxycitric acid or HCA), plus a healthful blend of calcium and potassium.

In addition to its line of beverages, the company also owns a number of Skinny-related trademarks in both the Snacks & Meals category and the Advertising Slogans niche. In this latter, use of the word “Skinny” targets a very specific segment of consumers, namely those who are health conscious and want to lose or maintain an ideal weight. This market is comprised of five segments, according to a 2010 Nielsen study based on National Marketing Institute data. These five include Magic Bullets (24 percent), or consumers who believe that supplements, Rx, and pills will help them reach fitness goals, and the Eat, Drink & Be Merries (22 percent) – a segment that measures younger shoppers looking for intense natural flavors on a budget. According to a 2009 Euromonitor estimate, by 2012 the global health and wellness market is expected to be valued at more than $550 billion, with the healthy beverage industry turning away from carbonated soft drinks to products like juices and sports (energy) drinks.

The company’s business strategy aims to take advantage of this trend by developing a variety of healthy weight-loss foods and beverages capitalizing on the Skinny trademarks: Skinny Water ®, Skinny Tea®, Skinny Shakes®, Skinny Java®, Skinny Smoothies™, Skinny Bar™, Skinny Snacks™, SkinnyTinis™, and others. Management is also looking at the development of new products, including new Skinny Water flavors and pure water with balanced pH+ electrolytes, as well as Teas, Shakes, Smoothies, and Javas.

Utilizing its chain of about 50 United States distributors and three international vendors, the company is able to place its product on shelves in approximately 15,000 stores, providing a market driver in brand recognition that will yield a significant footprint in the expanding new age beverage operation. This network of retailers includes: 7-Eleven, Ahold, CVS, Harris Teeter, select Walgreens stores, Shop Rite, SuperValu, Target, and Wegmans.

Another distribution network focuses on direct-store-delivery (DSD) beverage distributors, such as Canada Dry Bottling Company of New York, Canada Dry Delaware Valley, Canada Dry Potomac, Hensley Corp, Polar Beverage,7Up Reno, 7Up Modesto, and many others throughout the continental U.S.

Finally, the company’s focus on health, fitness and community, coupled with a quality product that appeals directly to a core consumer market looking for a healthful drink without a lot of gimmicks, empty calories, or exotic and potentially harmful ingredients, is sure to appeal to shareholders looking for an equally valuable, non-gimmicky investment.

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Skinny Nutritional Corp. (SKNY) Expands Presence in Mid-Atlantic Region with A&P’s 275 Stores

July 9, 2012

Skinny Nutritional, the maker of Skinny Water® and a leader in the zero-calorie enhanced water category, announced earlier today that Skinny Water is now available in 275 store locations throughout the mid-Atlantic under the A&P retail banner of stores, which include Pathmark, Superfresh, Waldbaum’s, and A&P.

For more than 150 years, The Great Atlantic & Pacific Tea Company Inc. (A&P) has served families throughout North America with freshness, quality, variety, and value. With corporate headquarters in Montvale, N.J., A&P operates over 300 stores in the United States under 7 different brands, including conventional supermarkets, food and pharmacy combination stores, and discount food stores. A&P employs 34,000 associates, with concentrated scope of operations in Connecticut, New York, New Jersey, Pennsylvania, Delaware, and Maryland.

Joseph Gisondi, VP of National Retail Sales, stated, “Skinny Nutritional Corp. and A&P look forward to building and cultivating the Skinny Water brand through various advertising mediums which will include circular/ad sales, displays, sampling events and joint promotions.” Skinny Water is available in over 14,275 retail stores nationwide.

The Skinny Water® lineup features six great-tasting flavors: Acai Grape Blueberry (Hi-Energy), Raspberry Pomegranate (Crave Control), Lemonade Passionfruit (Total-V), Orange Cranberry Tangerine (Wake Up), Pink Citrus Berry (Power), and Goji Black Cherry (Shape). Every bottle of Skinny Water® has key electrolytes, antioxidants, and vitamins and has zero calories, sugar, and sodium, and no preservatives, with all natural colors and flavors.

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Skinny Nutritional Corp. (SKNY) Video Chart for Monday, July 9, 2012

SKNY is making higher lows since hitting a low of $0.0052 a month ago. The pps has risen above the 50 day moving average, and key indicators like the MACD and RSI are showing bullish signs of momentum and trend.

To view the video chart, visit the following link:

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Skinny Nutritional Corp. (SKNY) Poised for Rapid Growth with Solid Distribution Network and Superior Products

Skinny Nutritional has established their Skinny Water® brand as a clear alternative to other products in the enhanced water space, with the only true zero calorie, sugar, carb, sodium, and preservative-containing beverage available. Skinny Water’s proprietary formulation of essential antioxidant agents, electrolytes, and the critical vitamins our bodies need in order to achieve optimal function, uses 100% natural flavors, no preservatives, no artificial colors, and only the best purified water.

The company has constructed a network of approximately 50 domestic distributors (with three more internationally), placing product on shelves approximately 15k stores across the United States. Derived from the natural flavors contained in fruits, Skinny Water represents a fortified, extremely low-impact, great-tasting array of beverages that provide a concentrated punch of the nutrients essential for a healthier lifestyle.

The company’s strong emphasis on health, fitness, and community has served marketing initiatives very well. The new age beverage segment has seen increasing momentum in recent years, with just about every beverage company getting into the game, but none of them has the kind of no-nonsense product composition behind Skinny Water, something that appeals directly to the majority of the core consumer market.

Skinny Nutritional continues to build value around the Skinny Water brand, and today has numerous trademarks in the healthy beverage and snack food categories. As consumers migrate away from sugar based beverages and empty calories, Skinny Water is ideally positioned to benefit from positive market trends as management focuses on delivering exceptional value to shareholders.

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Skinny Nutritional Corp. (SKNY) Receives $15,000,000 Financing to Accelerate Growth Initiatives

July 2, 2012

Skinny Nutritional, the maker of Skinny Water® and a leader in the zero-calorie enhanced water category, announced this morning that it has secured financing to drive a national expansion strategy. Trim Capital LLC has agreed to a financing transaction involving the issuance of $9,000,000 of preferred and common stock and a $6,000,000 senior secured credit facility. At the initial closing, Skinny Nutritional sold a $1,000,000 senior secured bridge note.

“The investment Trim Capital is making in Skinny Water will give the Company the capital to execute its growth plan. Having access to this capital will allow us to accelerate our marketing and brand initiatives, add new product lines under the Skinny Nutritional Corp. umbrella of Skinny trademarks and build inventory levels to satisfy the demand for our products,” stated Michael Salaman, CEO of Skinny Nutritional Corp.

Trim Capital LLC’s Managing Partner, Marc Cummins commented, “Skinny Water is exactly the type of investment we look for – one with the perfect combination of a solid consumer proposition, a healthy distribution system and a robust product pipeline that will continue to deliver great-tasting and healthy products to the marketplace.”

The financing is structured to occur in three separate closings, with each of the second and third closings subject to certain conditions. Upon the Third Closing, Trim Capital will acquire $9,000,000 of equity units consisting of shares of a newly authorized series of redeemable senior preferred stock and shares of common stock equal to 65% of the fully diluted shares of common stock of the Company. In addition, at the third closing Trim Capital will provide the Company with a $6,000,000 senior secured credit facility.

At the first closing which was completed on June 28, 2012, the Company sold a $1,000,000 senior secured bridge note to Trim Capital. At the second closing, which is anticipated to occur within 45 days, Trim Capital will purchase an additional $3,000,000 of securities of the Company, consisting of a combination of an additional senior secured bridge note and equity units consisting of preferred and common stock. At the third closing, the bridge notes sold at the first and second closings will convert into equity units, and, in addition, Trim Capital will purchase $5,000,000 of additional equity units such that, after the third closing, Trim Capital will own $9,000,000 of redeemable senior preferred stock and 65% of the fully diluted shares of common stock of the Company.

The second closing is subject to customary closing conditions, as well as ,the negotiation of the final terms of the senior secured credit facility and the filing of a proxy statement with the Securities and Exchange Commission relating to an annual meeting of stockholders to vote on, among other things, the authorization of sufficient shares of preferred stock and common stock to issue at the third closing. The third closing is subject to customary closing conditions, as well as stockholder approval of various matters relating to the transaction.

The senior preferred stock to be issued at the second closing will have no voting rights at the time of its issuance at the second closing; provided that, at the third closing, the holders of the senior preferred stock issued at the second and third closings will be entitled to elect four members of an expanded seven-member board of directors and will have certain protective provisions requiring the consent of the holders of the preferred stock for certain corporate actions.

The Board of Directors of the Company has approved the transactions consummated at the first closing and the transactions to be consummated at the second and third closings, subject to, among other things, the finalization of the documents relating to the preferred stock and the proposed senior secured credit facility. Michael Salaman, the Company’s CEO and a director, is a minority investor in Trim Capital. Bryant Park Capital initiated the transaction and served as the exclusive financial advisor to Skinny Nutritional Corp. throughout the transaction.

Trim Capital LLC is affiliated with Prime Capital, LLC, a private investment firm that assists consumer companies in financing operations and expansion. Trim’s objective is to assist Skinny Water in building its brand by providing strategic, branding and marketing expertise, as well as, operational support.

Skinny Nutritional Corp. holds an extensive portfolio of trademarks for Skinny products and has a planned roll-out schedule that is expected to fuel significant growth. More information about upcoming launches will be detailed in the coming months.

The current Skinny Water® lineup features six great-tasting flavors, including Acai Grape Blueberry (Hi-Energy), Raspberry Pomegranate (Crave Control), Lemonade Passionfruit (Total-V), Orange Cranberry Tangerine (Wake Up), Pink Citrus (Power) and Goji Black Cherry (Shape). Every bottle of Skinny Water® has all natural colors and flavors, key electrolytes, antioxidants and vitamins, featuring ZERO calories, ZERO sugar, ZERO sodium, and ZERO carbohydrates with no preservatives.

Let us hear your thoughts: Skinny Nutritional Corp. Message Board

Skinny Nutritional Corp. (SKNY) is “One to Watch”

May 9, 2012

Skinny Nutritional has established their Skinny Water® brand as a clear alternative to other products in the enhanced water space, with the only true zero calorie, sugar, carb, sodium, and preservative-containing beverage available. Skinny Water’s proprietary formulation of essential antioxidant agents, electrolytes, and the critical vitamins our bodies need in order to achieve optimal function, uses 100% natural flavors, no preservatives, no artificial colors, and only the best purified water.

With a wide selection of eight different great tastes to choose from, each designed for a specific function, like Hi-Energy – Acai Grape Blueberry (super charged with B vitamins and electrolytes), or a selection from the Sports line of Skinny Water beverages (the first zero-sodium sports drinks), like Fit – Blue Raspberry, SKNY has cleverly nailed the key demographic of their target market, health-conscious women (38 years old on average, tech-minded, and professional). The new age beverage segment has seen increasing momentum in recent years, with just about every beverage company getting into the game, but none of them has this kind of no-nonsense product composition, something that appeals directly to the more savvy consumers who typically make up the core consumer market.

The company has deftly constructed a network of some 50 domestic distributors (with three more internationally), today placing product on shelves at over 15k stores across the U.S., with the largest venues being CVS (around 7,000 locations) and Safeway (some 1,200 locations). The offering appeals directly to consumers who understand the alarming data brought forth in recent years by CDC and other sources, showing the extent to which the average American is nutrient deprived and thus has a much higher incident rate of disease/illness. In Skinny Water we have a fortified, extremely low-impact, great-tasting array of beverages that are really differentiated from all those other zero waters, and which provide a concentrated punch of the nutrients essential for a healthier lifestyle.

The incredible tastes of the different beverages have been an integral factor in the brand’s success. Derived from the natural flavors contained in fruits and vegetables, with just enough Sucralose and Ace-K (200 times sweeter than Sucralose) to sweeten the taste over threshold, products like Wake-up – Orange Cranberry Tangerine have become an instant favorite as a nutrient-rich kick to start the day. With healthy, delicious flavors colored by natural fruit and vegetable sources, like Shape – Goji Black Cherry, the product looks as good as it tastes, appealing to the olfactory memory of precisely the kind of active 30-something women in the core demographic who will be repeat buyers.

With 30 “Skinny” trademarks already under their belt, SKNY shows the prowess which has propelled the company to this point since emerging back in 2006-2008 (where the brand cut its teeth in the nation’s Target stores), constantly innovating down new product vectors, with offerings in development like Skinny Water – pure Hydration (pH+), designed from the ground up as a pure/crisp water, balanced for optimum alkalinity and infused with electrolytes, as well as the new Skinny Water – Naturally Sweetened, which has all of the same benefits as regular Skinny Water flavors, but with Skinny Sweet™ (a natural, zero-calorie, and proprietary sweetener). Also in the pipeline is another perfect concept (especially for the core market), a brand of low calorie, naturally sweetened SkinnyTinis™ (being a mix of the already great Skinny Water platform with Vodka and other ingredients), an exceptionally salutary alcoholic beverage that promises all the fun for half the calories.

But the ambition and innovation doesn’t stop at new product development for SKNY, the company continues to secure new logistical territory in addition to/in support of expansion of the beverage line. The company recently entered into an exclusive agreement with top global private label/contract manufacturing-focused beverage company (markets beverage concentrates in over 50 countries globally), Cott Corp. subsidiary, Cliffstar, solidifying chain store/regional distribution infrastructure expansion from 2011, and creating operational synergies across the entire spectrum, from production/procurement, through to shipping and inventory management. Similarly, the recent announcement of entry into a one-year partnership with leading global type 1 diabetes research organization, JDRF, that will help raise research money to battle type 1 diabetes, and also see SKNY providing on-site support for 12 of the Walk to Cure Diabetes events held around the country (also a great chance to impress the brand upon key markets), is a hallmark of how the company is positioning the brand well ahead of the constantly evolving market.

This strong emphasis on health, fitness, and community has served SKNY’s marketing initiatives very well and the company moved over 1M cases in 2010 alone, also raising some $15M in equity to date. It’s hard not to feel good about SKNY: great product and a great management team, including Founder, CEO, and Chairman, Michael Salaman, whose 20 years in the trenches of the industry developing and marketing new products makes the company’s new development channels exceptionally promising for investors to look at.

A national media campaign blitz, with keen focus on targeted print venues that are widely circulated among the target market, has also served SKNY well, and the execution of this campaign has included such engaging promotions as the “Skinny BEATS” Sweepstakes (promoted widely at Walgreens via posters and case displays), in addition to the copy/ads in major publications like Women’s Health, Shape, and People magazine.

For more information on Skinny Nutritional Corp., please visit the company’s website at:

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