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    Kum & Go Partners with Monarch's ACUTEfruit

    New strategic alliance expands product distribution with 375 Kum & Go stores.

    ATLANTA -- Kum & Go convenience stores entered into an agreement with ACUTEfruit Monarch Beverages to expand carriage, sales and promo agreements throughout the Midwest in 2010 at Kum & Go outlets in Iowa, Nebraska, Missouri and North and South Dakota for its nutrient-enhanced, 100 percent fruit juice energy beverage, placing ACUTEfruit in 375 of Kum & Go's 430-plus stores beginning in January, the vendor announced.

    Initial distribution will include Des Moines, Tulsa, Omaha, Springfield, Sioux Falls and Fargo markets.

    "Our success is about what works both today and tomorrow," said Richard Ginther, Kum & Go category manager for packaged beverage. "Monarch's corporate philosophies and product mix are a good fit for us, and we're excited to begin distributing ACUTEfruit in our stores."

    Monarch plans to continue with its positioning and tag -- "I am what I A.M." – a nod to morning product purchase behaviors that also fit Kum & Go's morning traffic-building marketing strategies.

    Monarch markets and distributes four varieties of the non-carbonated, no sugar-added, no preservative energy line, packaged in 15.5 ounce cans, and including Orange Passion Fruit, Strawberry Guava, Mixed Berry Kiwi and Tangerine Apple.

    Distribution has focused on drug and c-store channels, initially including RaceTrac, Fasmart Shore Stop, Mapco Mart, Flash Foods and Kerr Drug chains.

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