Grammy-winning rapper Kanye West has joined forces with GURU Beverage to launch a new line of organic drinks that will compete with 50 Cent‘s Formula 50 VitaminWater.
The rapper’s venture was announced Wednesday (April 8).
GURU Beverage Co., a developer and distributor of 100% natural and organic energy drinks built on principles of wellness, health, performance, authenticity and living life to the fullest, today announced a product collaboration with international entertainment icon, Kanye West, to create a new product inspired by his own personal artistic vision. (Bev Net)
Yeezy has confirmed the deal and detailed why he ventured into the beverage market.
“I express myself through music, fashion, art and design and that’s why I am excited to collaborate with GURU,” Ye wrote in a statement. “[It’s] because the brand values what I value, and I can put what inspires me into this new product.” (Statement)
Ye reportedly developed an interest in the product nearly two years ago.
A fan of GURU since 2007, Mr. West discovered GURU on the streets of New York City and was intrigued by the company’s innovative approach to beverages. Mr. West will be an integral part of the entire development process for the new GURU product and is now an equity partner in GURU Beverage Co. The new product is expected to launch later this year in the U.S. and Canada and additional terms of the agreement were not disclosed. (News Blaze)
His latest venture puts him in the arena with 50 Cent, who purchased a share of VitaminWater around 2004.
You’ll see 50 Cent in ads for his own flavor of upscale Glaceau VitaminWater. The ads promote Formula 50, a grape-flavor water with 50% of the recommended daily allowance of vitamins, which he helped concoct last year. Glaceau approached him after learning he’s a fan of their other designer waters. In the ads, 50 Cent reads The Wall Street Journal, retrieves the mail at his Connecticut home, records in a studio and works out at a gym. The ads are designed to show that Glaceau is part of his daily routine. (USA Today)