Liv Tyler, Bebe Buell, Dorothea Johnson Are in the Pink Partnering with Emergen-C to Support Breast Cancer Research

FOOTHILL RANCH, Calif.--(BUSINESS WIRE)--Alacer Corp., makers of the vitamin-enriched fizzy drink mix, Emergen-C, today announced a partnership with Liv Tyler and family for the launch of Emergen-C Pink. Featuring a refreshing pink lemonade flavor, Emergen-C Pink is the first cause-related product launch from the corporation, which will contribute 50 percent of all Pink profits to support the fight against breast cancer.

Actress Liv Tyler; her mother, Bebe Buell; along with her grandmother and etiquette doyenne, Dorothea Johnson, together make up Generation Pink – three generations of women committed to each other as well as the health and well-being of all women.

“As a young mother, taking responsibility for my own health has never been more important, and using Emergen-C has always been a part of my daily routine,” said actress Liv Tyler. “As a working mother always on the go, it’s the perfect way for me to get my daily dose of vitamins and minerals, and it tastes delicious!” Tyler added, “My mother, grandmother and I feel so lucky to be a part of this special new Emergen-C Pink campaign to help inspire breast cancer awareness and to provide support to women of all generations.”

Over the years, the Gen Pink women have been dedicated to the fight against breast cancer through their work with Cartier, Vera Wang and other designers. In early 2007, the women were determined to up the ante. They felt they could help generate much-needed funds for breast cancer research and treatment if they tied the cause to the purchase of a product they were equally passionate about.

Enter Emergen-C, America's favorite health and energy booster – formulated with 1,000 mg of vitamin C, plus B vitamins and minerals – and a staple in the women's daily health and wellness regimen.

Having already developed initial plans for a series of cause-based products, Alacer embraced the opportunity to collaborate with the Gen Pink trio in an effort to support the fight against breast cancer. Giving new dimension to the company's "feel the good" brand platform, Emergen-C Pink was born and will debut today at Whole Foods Markets nationwide.

“Liv and her family have long been advocates of Emergen-C,” said Alacer CEO Ron Fugate, whose own mother is a two-time breast cancer survivor. “Having just begun to steer our company in a cause-related direction, we were thrilled when the women approached us about getting involved with a breast cancer awareness initiative. The timing was perfect,” added Fugate.

About Alacer Corp.

For over 35 years, Alacer Corp., based in Foothill Ranch, CA, has been an industry leader and innovator in the development, manufacturing and marketing of nutritionally enhanced products that support an energetic, healthy lifestyle. Alacer produces and sells over 300 million packets of its Emergen-C brand dietary supplement annually. For more information visit http://www.emergenc.com.