German mineral water and fruit juice giant Rhoen Sprudel will launch the first non-dairy drink containing the cholesterol-lowering ingredient Benecol. The new product was unveiled at the Anuga tradeshow in Cologne in October and will go on sale in March 2006. The drink is based on the firm’s natural mineral water with added orange and apple flavoring as well as the Benecol brand stanol esters. It will be positioned as an alternative to the fat-based products, such as milk drinks and spreads, which already contain Benecol. Coca-Cola already offers its Minute Maid fruit juice drink with added sterols for lowering cholesterol in the U.S. but it has been required to get novel foods approval before this kind of product can be marketed in Europe.
—Dominique Patton, Nutraingredients.com, 10/26/05