Izze Beverage Company

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IZZE Beverage Company
Key people
Todd Woloson and Greg Stroh
ProductsIZZE, Izze-esque

The Izze Beverage Company was founded in February 2002[1] by Todd Woloson and Greg Stroh, and based in Boulder, Colorado.[2] The company was named after Woloson’s daughter, Isabella.[3]

The business was privately owned for four years until it was bought by PepsiCo in September 2006.[4][2]


Todd Woloson and Greg Stroh were out to lunch one day, when they came up with the idea for the Izze Beverage Co.. They wanted to create a drink that mixed fruit juices and sparkling water.[1] The idea was inspired both by Woloson’s wife who liked mixing juice and sparkling water, and by some European drinks Woloson and Stroh had recently tried.

When the first shipment of drinks went out, Woloson and Stroh took the drinks in their cars to the Ideal Market. The first five flavors were Pear, Lemon, Blackberry, Grapefruit, and Pear; Clementine, Blueberry, and Pomegranate were released later. By 2003 the brand was selling in Wild Oats and 7-Eleven stores across the country and in most Colorado grocery stores. The beverage was also beginning to show up at Starbucks stores in San Francisco, California and Houston, Texas.

In August 2005, the company appointed Maile Buker as Vice President of Marketing.[5]

In January 2006, Izze introduced the 8.4oz can size. This was mainly manufactured for children, and was sized to fit in a lunchbox or to accompany afterschool snacks.[2][6]

In April 2006, Izze appointed John Bello, founder and CEO of SoBe, as their chairman of the board.[7]

In September 2006, Izze was bought out by PepsiCo for $75 million.[4]


Another goal of Izze was to raise awareness and money for children around the world that were living in poverty. The vision began on a missions trip to Honduras, near a Dole Food Company banana plantation, in 2002 where Woloson saw how economically depressed the whole community was. Woloson believed that a lot of the social issues were caused because of a lack of learning among the people. After that, he, his wife, Eliza Woloson, and Stroh started the Global Education Fund (GEF). Their goal was to raise money for third world countries who did not have good education programs. By 2007, Izze and GEF had been working together for five years. During 2007, the company had significantly increased its financial giving and its hours of book drives and fundraising efforts for GEF. By this time, the company was running monthly book drives and had collected more than 100,000 books for children living in poverty around the world.[8] By 2013, Izze had provided over 100 scholarships, established 70 different libraries, and donated over $12 million in books to 22 countries worldwide.[9]

One project that GEF and Izze worked on together was "Project Reach". This was started in 2004 to support educational development in farming communities in California and Maine where the company bought their fruit. The first project was a donation to “Healthy Start Day Care Center” in Parlier, California, a city in one of the country's largest white grape growing regions. The daycare is dedicated to helping teen moms who are working to finish their high school education. Most of these teen mothers are daughters of the farmers in that area.

Next the company donated Spanish and English books and educational materials to the Chaves Resource Center, to help create a library in the new farmworking community.[10]

In March 2005, Izze opened an online store for Izze merchandise such as T-shirts and cycling socks, as well as beverages. Woloson and Stroh decided to donate the online store’s profit to Project Reach.[10]


Izze has ten sparkling fruit juice flavors and three sparkling water flavors. Five of their sparkling fruit juice flavors come in 12oz. cans as well as the normal 16oz bottles. The sparkling juices contain 70% juice as well as carbonated water.

These flavors include:

Sparkling Juice[edit]

  • Sparkling Grapefruit
  • Sparkling Clementine
  • Sparkling Raspberry Mint
  • Sparkling Citrus Ginger
  • Sparkling Blueberry
  • Sparkling Cherry Lime
  • Sparkling Blackberry
  • Sparkling Peach
  • Sparkling Apple
  • Sparkling Pomegranate

Sparkling Water[edit]

  • Mandarin Lime
  • Blackberry Pear
  • Raspberry Watermelon

Izze also had two other lines of beverages called IZZEesque[11] and IZZE Fortified. IZZEesque was a line of low-calorie soft drinks . They contained 25% fruit juice as well as sparkling water, and had 50 calories and 11 grams of sugar. The company no longer produces this line of beverages.[11] The IZZEesque flavors included:

  • Black Raspberry
  • Limon (Lemon and Lime)
  • Mandarin Orange
  • Watermelon

IZZE Fortified was a drink line that infused the sparkling juices with vitamins C, B-6, and niacin.[12] IZZE Fortified flavors included:

  • Apple
  • Blackberry
  • Clementine
  • Grapefruit
  • Pomegranate
  • Lemon
  • Pear

Izze sparkling juices generally contain anywhere from 90-150 calories, while IZZEesque bottles contained around 50 calories.[13] and IZZE Fortified bottles generally contained 90 calories.


  1. ^ a b "Izze Beverage Co.: Spreading Good Karma". Retrieved 2016-10-28.
  2. ^ a b c Budgar, Laurie; Starling, Shane (2006). "Izze deal fizzes with opportunity. (cover story)". Natural Foods Merchandiser. Retrieved October 24, 2016 – via EBSCOhost.
  3. ^ Pate, Kelly (September 7, 2003). "Colorado Beverage Makers Keep Up with Booming U.S. Drink Market". Knight Ridder/Tribune Business News. Retrieved October 24, 2016 – via Gale Databases.
  4. ^ a b Wallace, Alicia (September 26, 2006). "Pepsi to acquire Izze Beverage". Knight-Ridder Tribune Business News. Retrieved October 24, 2016 – via LexisNexis Academic.
  5. ^ "IZZE Beverage Company Names Maile Buker Vice President of Marketing". BevNET.com. August 2, 2005. Retrieved October 26, 2016.
  6. ^ "IZZE Beverage Company Announces Can Package Redesign". Bevnet. January 18, 2006. Retrieved October 26, 2016.
  7. ^ "IZZE® Beverage Company Names John Bello Chairman of the Board - BevNET.com". BevNET.com. Retrieved 2016-10-28.
  8. ^ "IZZE Beverage Company Celebrates Five-Year Partnership With Global Education Fund – Press Releases on CSRwire.com". www.csrwire.com. Retrieved 2016-10-28.
  9. ^ "The Izze Beverage Company Dedicated to Global Education Fund - BORGEN". BORGEN. 2013-09-19. Retrieved 2016-10-28.
  10. ^ a b "IZZE Beverage Company Now Donates 100% of eStore Profits - BevNET.com". BevNET.com. Retrieved 2016-10-28.
  11. ^ a b "Izze Esque". Beverage Industry RSS. January 25, 2010. Retrieved October 26, 2016.
  12. ^ Slattery, Kelly (November 30, 2015). "Izze Drink Nutrition Information". Livestrong.com.
  13. ^ "Izze Nutrition". Al Information. Retrieved October 26, 2016.

External links[edit]