BYB’s Biggest Win? Coca-Cola Enterprises Picking Up Tum-E Yummies for All US Regions    In striking win for sleeper brand, Coca-Cola Bottling Co Consolidated’s BYB Brands incubation unit has enlisted uberbottler Coca-Cola Enterprises to pick up BYB’s Tum-E Yummies kids brand in all its territories.  New distribution deal, effective in Jan, will put brand into all 4 CCE divs and instantly bring it to availability within 94% of Coke bottling footprint in US.  Brand already numbers 15 Coke bottlers as distributors, incl parent Consolidated and indies Swire, Great Plains and United.  Word is CCE national sales team already has been at work selling brand into key accounts, incl c-store chains and kid-frequented on-premise channels like zoos, skating rinks and bowling alleys.  Transition from existing warehouse distribs has commenced and co expects Tum-E Yummies to be exclusive Coke DSD brand by 2d qtr of 2010.  Recall that economics at 1 time seemed to dictate non-DSD route to retail, but BYB prexy Norm George said existing bottlers have “been awesome” at getting brand out.  He declined to say more beyond confirming CCE move.

Brand holds startling 58 share of fruit-flavored drink segment in c-stores in Consolidated’s 8-state core territory in Southeast.  Rivals Bug Juice, Kool-Aid Burst and Fruit Craze are way behind, hovering in 10% range.  That makes for unlikely success for incubator, which has generally sought to play in premium realm via brands like licensed Cinnabon coffee line and now-discontinued Respect enhanced water.  BYB’s main other line, Country Breeze teas, play in Sam’s Clubs in Sunbelt region. That said, recently disclosed alliance with Cha Dao, maker of fresh bottled teas (BBI, Nov 6), shows BYB still is pursuing hi-end opportunities, too.  At least 1 other such alliance is believed to be close to fruition.

Tum-E Yummies Lowers Sugar, Readies Other Changes   Tho already lower in sugar than some rivals, Tum-E Yummies is going down healthier path, knocking sugar content down from 90 calories per 10-oz bottle to 50 calories, supply chain mgr Gerry Vetter said at recent NACS c-store show.  (Key rivals in segment can run to 150+ calories.)  As before, it will offer 100% RDA of vitamin C.  It’s buttressing current 4 flavors with Sour-sational Raspberry.  To lessen inventory burden on retailers, it’s switching from 24-unit cases to 12 units, in striking new shrink-wrap look.  Cutover to 12-pks is starting mid-Dec among existing distributors.