Alum’s New Brand On Fire

John Bello, founder of SoBe beverages and a 1968 Tufts graduate, is getting a warm reception to his new line of firefighter-themed food products.

Norwalk, Conn. [10.22.04] In the post-9/11 world, firefighters have become cultural icons of heroism and sacrifice whose images are increasingly being translated to the commercial sphere. That includes a soon-to-be nationally distributed line of chips and soft drinks run by Tufts graduate John Bello – an entrepreneur with a long track record of building trend-setting brands.

“Firemen are real-life heroes with working-class values,” Bello told USA Today, describing the inspiration behind the company.

Bello and co-CEO Bruce Burke are staking millions on the hope that consumers will whet their appetite for firefighter imagery with his new brand of snacks and drinks.

“[The pair] have plans to take Firefighter Brand nationwide within the next year and post annual sales of $500 million within five years,” reported USA Today. A Florida rollout began in early October, according to the company.

Among the products: potato chips, soda and bottled water called Hydrant Water. The soft drinks sport catchy names like “Incendiary Citrus” and “Courageous Cola.”

The company began as a regional brand started in 1993 by a retired Tennessee fireman and an Indiana bottler, the company said in a press release. Bello – who has a long track record of success building popular and profitable brands including SoBe beverages and NFL properties – came on board in 2003.

The firefighter-themed brand hits stores on the heels of a recent surge in firefighter-related projects, including the recently-released movie Ladder 49 and the acclaimed FX television show Rescue Me.

But the company is making it clear that it does not intend to exploit the interest in firefighters – Bello has promised 25 percent of Firefighter Brand’s net profit will be donated to firefighter-related charities. The company says it is committed to donating up to $1 million to firefighter-related charitable organizations before turning a profit.

"Our goal is to change the way business, civic organizations and communities come together to create real value,” Bello said in a press release. “Consumers will find the brand and its way of doing business to be a refreshing alternative to corporate greed and an endless assault by marketers on American values."

Bello made a name for himself when he founded SoBe – which stands for South Beach Beverage – in 1995, essentially creating the “health refreshment” drink market.

The line of non-carbonated beverages – distinguished by its double-lizard logo evoking Bello’s nickname of “The Lizard King” – attained great success. Bello’s company was worth $250 million in 2000.

In 2001, Bello sold SoBe to Pepsi for $370 million. That year, he was also named Entrepreneur of the Year in the retail industry by Ernst & Young.

In a statement Bello made upon receiving that honor, the mindset that drives his involvement with Firefighter Brand is evident.

"Consumers are a lot more sophisticated than many believe," Bello said.