SODA BREW FINDING ITS NICHE IN MARKET

Ted Kneidl and Michael Glorioso are not looking for a big share of the soda market.

"We'd settle for one to two percent of the sparkling water market," say the two partners who have teamed up to produce a new natural soda brew that is catching the attentions of soda drinkers in the St. Louis area and the state.

Kneidl and Glorioso, former Anheuser-Busch executives, are founders of West End Products, and started producing their brew in mid-October, with the product hitting retailers' shelves after Thanksgiving.

The partners are not shooting for the moon. They hope to sell about 200,000 cases of their new soda in 1993, which would amount to about $4.8 million in retail sales.

During the first nine days after Thanksgiving, a total of 147 accounts had signed on to sell the new fresh fruit drink.

"The soda has gone over great in St. Louis and Missouri," said Judy R. Goodman, a spokesperson for Lents and Associates, a public relations and advertising agency that handles the account. "The company is using a Missouri distributor, Major Brands, and the product is now in Missouri, Arkansas, California and Texas."

No less than a half-dozen Cape Girardeau retail outlets have stocked the new drink.

"It's selling good," said David Barklage of Spanky's Mini Store, 1036 N. Sprigg. "But, it has plenty of competition. There are several new products in the cooler these days."

During the annual beverage industry show at Chicago late last year, Pepsi Cola and Coca Cola debuted new flavor varieties, Monarch Co., Inc. and Vitamin Beverage Corp. offered new soft drinks and Mistic Spring Water 'n Juice unveiled its version.

"And, Snapples has introduced some new flavors," said Barklage.

"West End brew is going good for us," said a spokesman of Fill-Up Marts, which has three Cape Girardeau locations 1320 W. Cape Rock Drive, 305 N. Frederick, and 1101 William.

Other Cape Girardeau retailers with the new drink include the Keg Shop, 1803 Independence and Powers Amoco, Route K & I-55.

"The thing that makes this product so different is the fact that the process involves brewing fresh fruits, fruit juices and selected spices to make a soda brew with a true fruit tastes," says Goodman. "It contains no caffeine, no alcohol, no preservatives and very low sodium."

Kneidl, 43, president of West End, and Glorioso, 39, vice president of the firm, were part of Anheuser-Busch's Beverage Group until 1986, when they left to form their own beverage business.

Kneidl was general manager of the Anheuser-Busch Beverage Group, and Glorioso was a soft-drink brand manager. After leaving, the two founded a marketing and distribution operation for the New York Seltzer Co. That company, TRK, Inc., grew to distribute New York Seltzer in 10 states.

They sold TRK in 1992 to concentrate on finding their own niche in the natural soda industry.

They found that niche in soda brew.

"Everything else had been beating to death," said Kneidl. "But soda brew is just what it sounds like, a soda that is brewed, just like a brewery."

Rao Palamand, president of Summit Products, Inc., a research and development firm to the food and beverage industry, aided in developing the West End product formula. Palamand has more than 25 years experience in the brewery, developing both alcoholic and non-alcoholic beverages.

The product is produced by brewing fresh, whole fruit and spices together, then combining the mash with sparkling water and fructose.

West End founders see their product as a compliment to current market leaders.

"Clearly, Canadian and Mistic are excellent products within the niche of sparkling water beverages with fruit flavor," Kneidl. "West End is about whole fruit and drawing out true fruit tastes. We see West End on the shelf with Canadian and Mistic, growing the overall category and quickly distinguishing itself."

The soda water is entirely non-alcoholic, and the flavors are a little unique: lemon-lime kiwi, red raspberry, country peach, and wild cherry.