Meet Denise Devine Of Froose Drinks

By sandy.naidu | Category: Recent Home Business Ideas

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	My guest today is Denise Devine. Denise Devine is the creator of Froose drinks. When Denise’s kids were toddlers she was concerned about the lack of nutrition in all the kids juices. She saw a market gap, realised the market potential and created a nutritious health drink for kids. The brand of the drinks is called Froose. All the ingredients used in Froose drinks are organic. On her website, Denise says this about her product - ‘The nutritional profile of Froose® makes it an ideal beverage to drink through out the day and a great “drinkable snack” for finicky eaters or busy children who won’t take the time to stop activities to eat or when they are “on-the-go”.’ Read and Be Inspired By her business success story.



How did you come up with the idea for Froose drinks?

	When my son was a toddler I was working for a Fortune 100 food company. Nick was a very thirsty kid who only would drink juice. This was before the clinical studies were published that confirmed problems with young children drinking too much fruit juice and before Pediatricians were warning parents to limit even 100% juice consumption to 4-6 oz. per day, my motherly instincts knew that my son’s juice habit was causing him to be both a finicky eater and was providing too many empty calories. I began to do a lot of research and I became passionate about children’s nutrition.
I was an executive in a large food company who was a frustrated consumer myself because I could not find what I wanted for my own children so I decided to create a beverage that would appeal to my son by “sneaking” in whole food nutrition to a juice-like format so that he would think he was getting the juice that he loved but the nutrition he needed without the empty calories of juice.


I understand you have a patent on this product…Can you tell me what makes this product so unique and different?

We discovered a way to incorporate whole food (i.e., grains or vegetables) into a number of non-solid formats. We built a new beverage “from the ground up”. We did not start with juice and add soluble fiber, but rather started with the whole food and found a way to keep all the nutritional elements , including the soluble and insoluble elements along with the micronutrients, in a drinkable form that we then used the fruit to flavor. In addition to beverages, we have also developed a number of other products such as frozen confections, puddings, etc. using the patents.


Once you had the idea, what were some of the next steps you took to get the product manufactured?

I contracted with food chemists to execute my ideas and I worked with Universities that had food science departments and pilot plant facilities to do test runs and scale up the product for commercial production. I used my contacts from the food industry to find the right technical people and also to locate a contract manufacturing facility that had the right processing and packaging capabilities for my product.


Can adults have Froose as well?

Absolutely! The whole grain nutrition and good source of fiber in each 4 oz. serving of Froose is helpful for anyone who is interested in good nutrition. The grains and fiber in Froose are heart healthy and create satiety which is very helpful for weight maintenance along with its low calorie, low sugar profile.


What has been your biggest hurdle so far?

Because we were interested in addressing nutrition for young children, it was important to use smaller size aseptic boxes. There is very little manufacturing capacity in this packaging format so we had to delay the product launch until more capacity came on line. Now we have a contract with both a west coast and an east coast manufacturing facility.


What is the most enjoyable part of your day?

Every day I receive calls and emails from parents who tell us their kids love Froose. Parents are very happy to have a truly nutritious and convenient alternative to juice. I love to talk to and email daily with parents.


Finally, your five keys to success?

I call it my five “P’s”…..Passion, Persistence, Patience, Product Quality & Innovation and Prayer (Spiritual Reflection)


Sites Of Interest
http://www.froose.com/



This interview was published on 16th October 2008

Visit Denise’s website to get more information about her business….

To read more stories about women who manufacture kids products click Kids Products Business