New Supplements Arrive on C-store Shelves

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New Supplements Arrive on C-store Shelves


LOS ANGELES and ANAHEIM, Calif. -- The newest supplements are no strangers to convenience stores: NOHO, touted as "The Hangover Defense," is now available for purchase at Mobil On the Run stores throughout Southern California, while LiveWire Energy Chews are being sold at the more than 1,620 Casey's General Stores throughout the Midwest.

NOHO, manufactured by Dolce Bevuto in Los Angeles, is reportedly the first to market in terms of offering a functional anti-hangover shot. The product is a new dietary supplement packaged in a 2-ounce shot that is meant to replenish the body with the nutrients lost while consuming alcohol.

"We are noticing a tremendous amount of consumer demand for our product and are happy that we are able to be available in more stores to fill that demand," said Sean Stephenson, president of Dolce Bevuto LLC. "We are excited to partner with a great retailer like Mobil's On the Run stores since they have great locations and are extremely high-volume stores."

The company said NOHO recently relaunched at this year's Coachella Music Festival in Indio, Calif., and has been the secret to top DJ's in the world performing in clubs all night, night after night.

"Since we took over the company, we have been focused on making NOHO a highly visible, consumer demand-driven product," said Jay Grdina, CEO of Dolce Bevuto. "With the recent launch into 7-Eleven, Circle K stores and now Mobil On the Run locations, I think we are definitely starting to see our efforts pay off."

Meanwhile, LiveWire, makers of the "chewable" energy supplement, have partnered with Casey's General Stores.

"We are extremely pleased to have distribution through Casey's General Stores, a pioneer in this type of business and second to none in quality, cleanliness and service in the convenience store industry," said Bill Hodson, CEO of LiveWire MC2. "This is a huge step for the continued growth of our LiveWire Energy chew product."

The LiveWire Energy chews are touted as a pocket-sized, portable alternative to bulky energy drinks and energy shots. LiveWire is not a gum, but its similar compactness allows on-the-go consumers to take it anywhere, anytime for a quick energy boost with no need for refrigeration or making frequent rest stops as are necessary with energy drinks. Additionally, LiveWire Energy chewables are low in sugar, calories and carbs, but still offer the same energy boost for "much less money than all the drinks currently on the market," according to the company.

They are available in four flavors and can be sold on a "gravity tower" display.