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Arab Healthy Water Association

For future generations, one drop of water at a time...

Affiliate-member of HWA

The Arab Healthy Water Association is a non-governmental, non-profit body,
legally registered at the Ministry of Social Affairs (MOSA) by decree No. 6086/2005, Cairo-Egypt.


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7 UP PLUS: Calcium to Magnesium Ratio

Article announcing 7 UP PLUS Carbonated Beverage Fortified With Calcium, Vitamin C and Juice

Letter from Paul Mason on behalf of AHWA and HWA to 7 UP

Letter from 7 UP to Paul Mason

Email to Center for Science in the Public Interest

Response to Email to Center for Science in the Public Interest





7 UP Plans Introduction of 7 UP PLUS Carbonated Beverage Fortified With Calcium, Vitamin C and Juice

Posted: 6/2/2004 5:12:56 PM

First of Its Kind Category From a Major Carbonated Beverage Brand; Developed to Reflect Changing Consumer Tastes and Lifestyles

PLANO, Texas, June 2 /PRNewswire-FirstCall/ -- Dr Pepper/Seven Up, Inc. today announced plans to introduce 7 UP PLUS, a carbonated beverage fortified with calcium, vitamin C, real fruit juice and sweetened with Splenda. 7 UP PLUS represents the first fortified carbonated beverage from a major brand and represents a new category for carbonated beverages.

"We are extremely excited about the positive buzz around the development of 7 UP PLUS. Consumers tell us the product tastes great, and nutritionists say this is exactly the choice of beverage many people today are seeking to bring greater balance into their lives," said Randy Gier, Cadbury Schweppes Americas Beverages executive vice president-marketing. "Our research indicates there are times when consumers want their favorite, classic soft drinks with added nutritional benefits. 7 UP PLUS is an easy way for consumers to put some 'balance in their bubbles' when choosing a carbonated! beverage."

7 UP PLUS combines the crisp, clean refreshing taste of 7 UP with a splash of real fruit juice. A 12-oz. serving would provide a good source of calcium and vitamin C according to U.S. RDI (reference daily intake) guidelines. 7 UP PLUS will be sweetened with Splenda and will contain approximately 10 calories and three grams of carbohydrates per serving. Consistent with 7 UP's heritage as the original "uncola," 7 UP PLUS will be caffeine free.

"7 UP is an iconic brand celebrating 75 years of refreshment and a heritage of challenging conventional thinking," stated Jim Trebilcock, 7 UP senior vice president-marketing. "7 UP's clean flavor profile makes it uniquely qualified to be a leader and introduce this new category of beverages. Consumer tastes and lifestyles are changing, and 7 UP continues to change with them by providing beverage choices that allow people to have a more balanced lifestyle."

The company is currently finalizing marketin! g and distribution plans for the product launch.

Plano, Texas- based Dr Pepper/Seven Up, Inc. is the largest beverage division of London-based beverage and confectionery firm Cadbury Schweppes plc (NYSE: CSG; London: CBRY). Dr Pepper/Seven Up, Inc. is also the largest producer of non-cola soft drinks in North America. The company's leading brands include Dr Pepper, 7 UP, Sunkist, A&W Root Beer, Canada Dry, Squirt, Hawaiian Punch and Schweppes, as well as the RC Cola and Slush Puppie brands.

London-based Cadbury Schweppes plc is a producer and marketer of branded confectionery and beverage products in approximately 200 countries. In the Americas region, the company's primary brands include Bubbilicious/Bubbaloo, Cadbury (Dairy Milk), Dr Pepper, Dentyne, Hall's, Mott's, 7 UP, Snapple, Trident, and numerous additional beverage and confectionery products. For additional information on Cadbury Schweppes and its products, visit .

Source: Cadbury Schweppes

To: Randy Gier, Executive Vice President -- Marketing at Cadbury Schweppes Americas Beverages
Jim Trebilcock, Senior Vice President -- Marketing at 7-Up

Dear Sirs:

You are to be congratulated on your good intention of improving the healthfulness of 7-Up with your new 7-Up Plus product. 7-Up is popular both in Arab countries and the US.

7-Up Plus has caught the attention of both the Arab Healthy Water Association and the Healthy Water Association of the US Our committees of scientists and Arab water officials have determined that 7-Up Plus, while well-intentioned, is so formulated that it will accidentally increase the rate of death from heart disease in both the Arab world and the US. The problem is that by fortifying with calcium, without also fortifying with magnesium, the Ca/Mg dietary ratio may be thrown out of balance. See medical journal articles about this at:

Calcification of the heart will result, among other bad things.

While we applaud your good intentions, we must ask that you reformulate 7-Up Plus so that it is healthful, by adding magnesium. The details of how to add magnesium without impacting flavor can be found on our web site at The simple instructions are to add Magnesium Hydroxide Powder to carbonated water, which turns it into Magnesium Bicarbonate. There are several sources for this powder, such as SPI Pharma's product 5100 CG Mg Hydroxide Powder, available through Chris Busch, (302) 576-8516.

Hard water can be an important source of magnesium. Desert springs and wells are often rich in magnesium, but modern water treatment plants use Reverse Osmosis or other purification which removes magnesium from water.

Magnesium deficiency may be causing about 990,000 Arab deaths per annum, assuming Arab population is 300,000,000 and based on international projections*. This assumes that Arab diets, like Western diets, are trending toward more refined foods and purified water, lacking magnesium. Most Mg-deficiency deaths are a result of heart disease, but asthma, migraine, cramps, and many other illnesses can be caused by magnesium deficiency.

Adult males should get 420 mg of magnesium per day, but are actually averaging only 327 mg/day, according to an exhaustive literature review.

Worldwide, there are 79 brands of bottled water containing 110 mg/L magnesium or more.

Natural springs containing magnesium bicarbonate may be found in geologic "ultra-mafic" rock formations containing the rock called "serpentine."

There are two ways of putting magnesium into purified drinking water:

(a) magnesium chloride (doesn't taste very good, but inexpensive)
(b) magnesium bicarbonate (tastes good, but costs a little more)

There may also be extra health benefits from the bicarbonate.

To see the medical journal articles supporting these statements, please see below.

The Arab Healthy Water Association petitions that all Health Agencies recommend that all bottled water and soft drinks contain at least 100 mg/L magnesium. Such a recommendation would encourage bottlers to improve the healthfulness of their beverages, saving numerous lives.

* Calculations of American Deaths Caused by Magnesium Deficiency, As Projected from International Data, by Paul Mason

A short list of medical journal articles about magnesium in water:

The Arab Healthy Water Association and the Healthy Water Association of the US intend to be pro-active on the issue of fortified soft drinks, issuing press releases and consumer advisories in 19 Arab countries and the US, Canada, and Europe. Since many of our members are senior health officials in these countries, or professors at well known universities, we expect to have a major impact on the regulatory policies of these countries, and are working with committees at WHO (World Health Organization) and UNICEF to promote the healthful inclusion of Mg in bottled water and soft drinks world-wide.

Please work with us, so that we can work positively with you to improve the health of consumers.

AHWA Magnesium Committee

Dr. Radwan Al-Weshah

Dr. Rashed M.Y. Al-Sa`ed

Dr. Ameera Al-Haddad

Mr. Bill Sardi

Mr. Paul Mason

Dr. Khaled Abu-Zeid

Prof. Elias Salameh

Dr. Walid Shorbagy

Prof. Bachir Raissouni

Dr. Hani Daas

Dr Pepper/Seven Up, Inc.
P.O. Box 869077, Plano, Texas 75086-9077
5301 Legacy Drive, Piano, Texas 75024 -972/673-7000

July 15, 2004

Jim Trebilcock
Senior Vice President
Consumer Marketing

Via Facsimile (408) 897-3028

Paul Mason
Healthy Water Association
P.O. Box 1417
Patterson, CA 95363

Re: Calcium in 7 UP PLUS

Dear Mr. Mason:

Thank you for your recent letter regarding 7 UP PLUS. We agree that calcium intake is an important issue, which is why we are excited about 7 UP PLUS and the benefits it can provide to our consumers. We understand your concern is oversupplementation with calcium in a backdrop of inadequate magnesium intake.

Research shows that much of the population is at risk of inadequate calcium intake rather than overconsumption. We, therefore, feel fortification of 7UP PLUS with 10% Daily Value for calcium (100 mg/ 8oz serving) is an appropriate small step to help consumers meet recommended calcium intake, yet avoid oversupplementation. There is no evidence to suggest that consuming calcium without magnesium in the same food or beverage will result in adverse health effects. While we are not fortifying 7UP PLUS with magnesium at this time, we certainly recognize that Americans do need to consume adequate levels of this essential nutrient and support public guidance messages that promote intake of fruits, vegetables, whole grains, and nuts -- some of the major contributing sources of magnesium in the diet.

It may also be of interest to you that Cadbury Schweppes has ownership rights of brand 7 UP in the United States only. As a result, this is the only market where 7 UP PLUS will be marketed.

Cadbury Schweppes is committed to producing and marketing safe and wholesome food and beverage products that meet our consumers' needs and desires. We strive to ensure all brands are safe and wholesome and produced and marketed in accordance with all applicable regulations. Thank you again for your note and interest in 7 UP PLUS.

Yours very truly,

Jim Trebilcock
Senior Vice President Marketing


Dear Center for Science in the Public Interest:
The Arab Healthy Water Association has petitioned 7-Up to NOT introduce their planned health product, "7-Up Plus" in Arab countries, because it is Mg-deficient and contains so much calcium that the body's Ca/Mg intake ratio will be harmed, resulting in deaths from heart disease. 7-Up responded that 7-Up Plus will NOT be introduced in Arab countries, only in the US (meaning that only Americans will be killed by this mis-formulated product).

The correspondence with 7-Up is now on the web at Our scientific arguments included citations of the work of researchers from around the world.

We hope you will endorse our efforts to prevent the introduction of mis-formulated products, to save both Arab and American lives. And we hope that you can convince 7-Up to reformulate and Mg-fortify this harmful product, for both the American and Arab markets.

World Health Organization's Dr. Jamie Bartram has written us that W.H.O. will be publishing a paper on the global magnesium deficiency problem in Nov. 2004.


Paul Mason, Pres., Healthy Water Association
Dr. Hani Daas, Coordinator, Arab Healthy Water Association

Email Response from Center for Science in the Public Interest:

Thank you for your email. We will forward your message to the staff members who work on additive safety issues.


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