AriZona to Play Ball with Gatorade, Powerade

AriZona Beverages is continuing its brand extension with AriZona Sports, an all-natural isotonic beverage in fruit punch, lemon-lime and orange flavors. A company executive indicated future brand extensions are likely, saying the company will "try to touch on all the different categories: sticks, powders, cocktail mixes, and expand from that to coconut waters, to isotonics." 

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