Shots for everyone! No, that's not some happy go lucky fellow at your local watering hole celebrating an accomplishment, it's what's going on in the nutrition industry at the moment and it shows no signs of slowing down. One-shot servings (usually in 2-4 ounce sizes), delivering everything from improving digestive health and boosting immunity to sustained energy and reducing cholesterol, are catching the attention of consumers all over the world. And what's driving this market is the consumer's demand for nutrition in a quick, convenient and portable format.

Today's consumers are pressed for time—regardless of whether they are a business person, stay-at-home mom or a truck driver. Under constant deadlines and functioning under very tough time constraints, it is an ongoing struggle to maintain a nutritious diet, or to get the optimum amount of exercise we so badly need.

Single-serving, fortified/functional shots have been embraced by consumers realizing that their health can truly be impacted in a positive way by including them as part of their daily routine. They also realize that, in most cases, these products need to be consumed on a daily basis over a certain period of time to realize their individual benefits. Another driver contributing to the rise in popularity is that for many consumers, a beverage application is a more natural way to contribute to their health, versus popping a tablet or capsule. Most shots are consumed as part of the "morning rush" to get to work or school, which means that these products can easily fit into their already established rituals.

So what types of shots are consumers purchasing? A myriad of products range from drinkable yogurts that include probiotics to address immunity through gut/digestive health—which many experts point to as the launch point of the overall product category—to shots that can help support bone health, enhanced cognitive function, boosting energy, lowering cholesterol and improving cardiovascular health, just to name a few. The variety of categories that exists, and continues to evolve, is due to the fact that consumers are looking for personalized nutrition that addresses their specific health and lifestyle concerns. Consumers have come a long way in their understanding of the role nutrition plays in their long-term health and actively seek out specific vitamins/nutrients that target their specific need they wish to address.

Formulating a Successful Shot
There are several variables that manufacturers need to take into consideration when formulating shots. These include taste, texture, mouth-feel and ingredient selection/interaction, among others. However, as we have learned time and again, taste is the number one defining point for consumer acceptance and repeat purchase. A few ingredients that can help to address specific health conditions include:

• Cholesterol Reduction (Plant Sterols, CoQ10, B vitamins, Lycopene, Vitamin E)
• Weight Management (CLA, 5-HTP, Garcinia, Chromium, Fiber, Green Tea)
• Energy/Fatigue (Taurine, B vitamins, Omega-3, L-Carnitine, Rhodiola)
• Bone Health/Osteoporosis (Calcium, Vitamin K, Manganese, Boron, Vitamin D)
• Enhanced Cognition (GABA, L-theanine, Omega-3, Choline, Gingko Biloba, Phosphatidylserine)

According to Cathy Arnold, North America Regional Formulations Manager for Fortitech Premixes, interactions that can occur utilizing some of these nutrients include:

• Omega-3 fatty acids oxidize causing off flavors and undesirable odors. The presence of minerals like copper and iron, even at trace levels, promote this to happen rather easily.
• Chromium and vitamin C in the presence of iron and copper would enhance a discoloration reaction. If you were to add vitamin B1, it could impart sulfur notes in the finished product.
• Choline in the presence of L-carnitine tends to interact in the presence of any transition minerals and causes discoloration, as well as giving off a “fishy smell.”

Utilizing any of the above mentioned ingredients would be best addressed by employing a custom blended nutrient premix in the product's formulation. The challenges associated with premix formulations that incorporate multiple nutrients include the type of finished product as well as the desired taste, flavor and color of the finished product, solubility, bioavailability, pH level, safety/toxicity, interactions among various ingredients and bioavailability and stability of the individual ingredients.

Factors that can affect stability, for instance, include temperature, pH, oxygen, shelf life, type of packaging, light and moisture, among others. Many shots utilize a fruit flavored base because the link between fruit and health is intuitive for consumers. The connection between fruit and health make the shot an application for a concentrated super fruit such blueberry and pomegranate. Having said that, one has to be aware of the possibility for carry-over of sulfur dioxide from the fruit and the possible degradation of the nutrient vitamin B1 (if B1 is part of the nutrient formulation). Thiamine plays an important role in helping the body metabolize carbohydrates and fat to produce energy, and helps to maintain proper functioning of the heart and the nervous and digestive systems. The level of sulfur dioxide should be determined prior to fortification and appropriate overages should be added to compensate for losses.

Among the many factors that can contribute to minimizing interactions, a manufacturer can separate vitamins and minerals into two individual premixes, or encapsulate certain vitamins or minerals or utilize a particular form of a specific ingredient (i.e., iodine's ingredient form may be potassium iodide, magnesium's may be magnesium phosphate; zinc's may be zinc citrate; copper's may be copper sulfate and calcium's could possibly be tricalcium phosphate, depending on what other ingredients are utilized in the premix).

The incorporation of nutrient premixes to fortify single-serve/daily dosing/shot products is an essential step that manufacturers will need to take if they are to stay competitive in today's marketplace. However, given recent events surrounding contamination issues as they relate to nutrients, it is important to work with a premix manufacturer whose strong relationships and strict quality assurance and control guidelines with their suppliers ensure quality, traceability and accuracy of the nutrients. Fortitech has this protocol in place, which guarantees quality nutrients and mitigates any risk with the development of the end product.

To successfully introduce new products to the marketplace, a manufacturer needs to lay a solid foundation at the very beginning of the development process. That foundation should include partnering with an experienced nutritional premix formulator to minimize the challenges associated with not just bringing their products to market, but to ensure a product that lives up to its label claims and delivers repeat purchase.

For more additional information, visit the technical library section of www.fortitechpremixes.com.