Rebecca Wright07.01.07
With soda sales still continuing to sag, it's a good time to be in the non-carbonated functional beverage market, at least that's how Coca-Cola, Atlanta, GA, seems to be approaching the beverage business these days. Its activity in the first half of 2007 has made up for its relative absence in this market over the last several years. While launching a handful of new products with a functional beverage bent, it has also found the time to make some big time functional beverage purchases like Fuze Beverage and Energy Brands, also known as Glacéau.
While most segments continue to thrive, experts believe the market is officially crowded. The point of saturation is most obvious in the energy drink segment, where there continues to be a lack of variety and differentiation. The typical ingredients like ginseng, B vitamins, caffeine (natural or synthetic) and taurine continue to be exploited. That said, the market continues to experience robust growth. In fact, according to New York-based Beverage Digest, the energy drink market grew 56% in 2006 to nearly $5 billion in sales.
A new report from Business Insights, London, U.K., predicts that the functional beverage market will reach over $10 billion in sales in Europe by 2010, and nearly $10 billion in the U.S. This report, titled "Nutraceutical Soft Drinks," claims that nutraceutical beverages represent the most dynamic sector in the market. "Leading soft drink manufacturers have moved to diversify their portfolios by acquiring nutraceutical brands, extending current lines with nutraceutical variants or by developing their own nutraceutical brands in order to capitalize on this market opportunity," the market research firm says. It also points out that while energy was the most common product positioning in 2006, the pace of innovation on this front has slowed recently. Instead, companies seem to be exploring areas like children's health, dental health and muscle development with more frequency. In 2006, Business Insights says the largest share of nutraceutical beverage launches was accounted for by the fruits drinks category (28%). This was followed by dairy drinks (19%), general health drinks (13%), ready-to-drink tea and coffee (11%), and sports and energy drinks (10%).
In its analysis, Mintel, Chicago, IL, which issued its "Functional Food and Beverages" report in November last year, said, "The juice/juice drinks segment of the functional beverage market remains the largest, but its share has been declining, as have sales." In addition, it pointed out that sales of energy drinks and enhanced water/ sports drinks have skyrocketed, while the functional tea market increased by nearly half between 2004-06. Smoothies/yogurt drinks, in past years a segment demonstrating exceptional growth rates, have leveled off.
The Coca-Cola Company (Coke), Atlanta, GA, has been busy this year! So far in 2007 the beverage giant has launched Diet Coke Plus, added enhanced juices to its Minute Maid line, and purchased enhanced water behemoth Energy Brands, Whitestone, NY, for $4.1 billion and "new age" beverage pioneer Fuze Beverage, Englewood Cliffs, NJ.
With regard to the former, Diet Coke Plus is a sparkling, calorie-free beverage with vitamins and minerals. Each eight-ounce serving of Diet Coke Plus provides a good source of niacin (vitamin B3), vitamins B6 and B12, zinc and magnesium (15% Daily Value-DV-for niacin, B6 and B12; 10% DV for zinc and magnesium).
Minute Maid's Enhanced Juice line contains three 100% orange juice products with health benefits from added nutrients and functional ingredients. Varieties include new Minute Maid Multi-Vitamin and Minute Maid Active-as well as new packaging for the Minute Maid Heart Wise variety. Minute Maid Multi-Vitamin contains 16 essential vitamins and minerals, while the "Active" variety contains 750 mg of glucosamine HCl to help support healthy joints.
In early June, Coke closed its acquisition of Energy Brands, Inc., known as Glacéau, and its full range of enhanced water brands, including vitaminwater, vitaminenergy, smartwater and fruitwater. Glacéau will now operate as a separate business unit of Coca-Cola North America, giving it a platform from which to accelerate its growth in active lifestyle beverages. Coke reached an agreement to acquire Glacéau in late May for $4.1 billion in cash. At the time of the acquisition, Neville Isdell, chairman and CEO of The Coca-Cola Company, said, "We welcome vitaminwater, the icon of active lifestyles, to Coca-Cola, the ultimate and enduring icon of refreshment. Glacéau has built a great business with high-quality growth, as well as a strong pipeline of innovative products and brands. We envision even faster growth for Glacéau as part of Coca-Cola's enhanced range of brands for North American customers and consumers." Last August, India-based conglomerate Tata Tea, which owns Tetley, purchased a 30% stake in Glacéau. Currently, Glacéau's enhanced water portfolio holds the No. 2 spot in the market behind PepsiCo's Propel brand. (For more details on this acquisition, see this issue's "Word from Wall Street" column on page 22.)
Prior to the acquisition, Glacéau added two new beverages to its portfolio. Charge, a nutrient-enhanced lemon-lime vitaminwater, supposedly contains more key electrolytes than leading sports drinks, plus vitamin B for ultimate performance enhancement. The company also introduced a new energy drink line called vitaminenergy. The new product provides a heightened level of energy through a combination of vitamins B and C for metabolic energy, ribose for sustainable energy, and purposeful levels of natural caffeine for an added boost of immediate energy. Unlike other energy drink options, the company claims vitaminenergy uses natural ingredients, and has no artificial colors, artificial sweeteners, herbals or sodium. The new drink comes in three varieties-Dragonfruit 9, Fruit Punch 21 and Tropical Citrus 18.
In early February this year, Fuze Beverage signed a purchase agreement with Coke. All brands operating under the Fuze umbrella were acquired, including Fuze's non-carbonated line of enhanced juice and tea drinks, NOS Energy Drink, Rehab Recovery Supplement and WaterPlus enhanced waters. The latter is the latest creation from Fuze.
WaterPlus is a line of electrolyte-enhanced waters, which are also available as USDA Certified Organic flavored water beverages. Both lines are OU Kosher certified and do not contain GMOs or processed sugars. Organic WaterPlus is a line of hot-filled water beverages, which balances the purity of water with organic cane sugar. All flavors contain 50 calories per 8-oz. serving, and each are assigned different combinations of electrolytes, vitamins and antioxidants. Offerings include Fruit Punch (Electrolytes), Orange Tangerine (Extra-C), Açai Berry (Antioxidants), Dragonfruit Kiwi (Vitamins) and Passionfruit Citrus (Energy). WaterPlus (Unflavored) is a cold-filled water beverage formulated with pure, clean tasting vapor-distilled water enhanced with electrolytes and essential minerals.
On the premium juice front, Coca-Cola's Odwalla subsidiary (Half Moon Bay, CA) has unveiled Soy Smart, boasting a combination of soy protein (6.25 grams per serving), omega 3 DHA (32 mg per serving) and calcium (30% of the 1000 mg DV). Soy Smart is available in Chai, Chocolate and Vanilla varieties. Odwalla has also launched a line of enhanced water beverages under the name H2Odwalla. Sweetened with organic evaporated cane juice, H2Odwalla contains no artificial flavors, sweeteners or preservatives, and all five varieties are made with 78% or more organic ingredients. Replenishment to Thrive (Strawberry Kiwi) provides an "excellent source" of vitamin C and a "good source" of vitamin E and zinc to help support a healthy immune system; Replenishment to Defend (Blueberry Tea) features antioxidant vitamins C and E to help support the body's natural defenses; Replenishment to Energize (Ginger Plum) features a flavor blend of ginger, plum and yerba maté, and contains vitamins B3, B6 and B12, which help convert food to energy; Replenishment to Relax (Jasmine Lime) is enhanced with chamomile extract; and Replenishment with Calcium (Tropical Orange) provides a "good source" of calcium and magnesium to help support healthy bones.
Coke's new energy beverage, Enviga, developed by Beverage Partners Worldwide, a joint venture partnership with Nestlé, has received a lot of attention lately due to the results of clinical study published in the medical journal Obesity. The study looked at 31 healthy men and women, who were non-smokers, at a normal weight, and between the ages of 18 and 35. Study participants were provided with a diet designed to match calorie intake to calorie burning, and were required to drink a serving of Enviga or a placebo beverage three times per day for three days. On the third day, participants were studied in a metabolic chamber under controlled conditions, which included a combination of sedentary activities and light exercise designed to simulate normal everyday activity.
The study demonstrated that people who drank the equivalent of three Enviga beverages over the course of a day burned 106 extra calories. This amounted to slightly more than a 4% increase in the amount of energy each person used compared with people who drank a low-calorie beverage placebo.
The study was conducted by the University of Lausanne, Switzerland, in collaboration with the Nestlé Research Center. Researchers concluded that three servings per day of a product prototype, Enviga-a sparkling green tea containing a unique blend of green tea extract and caffeine-noticeably increased the amount of energy study participants used without any negative effects on heart rate or blood pressure.
In early June, Coca-Cola North America (CCNA) entered into an agreement for the distribution of Campbell's (Camden, NJ) single-serve beverage portfolio. Under terms of the agreement, CCNA will have the master distribution rights for Campbell's single-serve refrigerated immediate consumption beverages (24-ounce or less PET plastic), including V8 100% vegetable juices, V8 V-Fusion juices, V8 Splash juice drinks and Campbell's tomato juice in the U.S. and a similar variety of products in Canada.
Rounding out the activities of Coca-Cola so far this year is the supposed partnership between the company and L'Oréal, New York, NY. According to an article that appeared in a March issue of Brandweek, the two companies have teamed up to work on a beauty beverage called Lumae. Ray Crockett, director of communications, Coca-Cola North America, could not confirm this, nor could representatives at L'Oréal, however. The Brandweek article claims that the nutraceutical drink was trademarked as a tea-based ready-to-drink beverage by Beverage Partners Worldwide, the joint venture between Coke and Nestlé. The article also says the company is interested in distributing the product as a beauty brand rather than a soft drink, and will contain ingredients to help women care for their skin. Given Coca-Cola's activity in the first half of 2007, the launch of a beauty beverage is certainly not a stretch.
Coke's deal-making frenzy may not be finished. According to a March 28th article in The Atlanta Journal-Constitution, Coke has been trying to work out a deal to purchase Arizona (Lake Success, NY), the No. 2 bottled and canned tea maker in the U.S. "An acquisition of Arizona would immediately make Coke a significant contender in the U.S. ready-to-drink tea market, which recorded $4 billion in sales last year," the article said. "Coke trails PepsiCo, Arizona and Snapple in sales of bottled and canned teas…Coke and Nestlé [through Beverage Partners Worldwide] held a 10% percent share of the U.S. ready-to-drink tea market last year." A deal between Arizona and Coke is now possible since Coke recently rearranged its role in Beverage Partners Worldwide. The reworked deal now allows Coke and Nestlé to compete independently in the U.S. market. Under terms of an agreement reached in late March, Beverage Partners Worldwide will cover the total ready-to-drink tea category worldwide except in the U.S. and Japan. In this connection, Nestlé has licensed its Nestea and Enviga brands to The Coca-Cola Company in the U.S. and to Beverage Partners Worldwide for the rest of the world. As a result, both companies will be free to develop or acquire additional tea brands to compete on the U.S. and Japanese markets, while Beverage Partners Worldwide will be able to do the same in the rest of the world. In November last year, the Atlanta Journal-Constitution article stated, the two partners had already started to scale down their partnership by pulling green teas out, a move that allowed Coke to purchase juice and tea maker Fuze in February.
The other beverage giant, PepsiCo, Purchase, NY, has been relatively quiet on the functional beverage front this year, with the exception of the splash it made with Aquafina Alive, a low calorie vitamin-enhanced water beverage containing fruit juice, a "good source" of vitamin E, and vitamins B6, B12 and niacin. Available in three flavor combinations, Berry Pomegranate, Peach Mango and Orange Lime, an 8-oz. serving has only 10 calories. Pepsi also added SoBe Essential Energy to its line-up. The energy drink comes in Berry Pomegranate and Orange flavors, and is infused with B vitamins and antioxidants like vitamin C and zinc.
PepsiCo's only acquisition in the functional beverage market of late took place toward the end of 2006 when it acquired Naked Juice, Azusa, CA. Naked Juice is a super premium juice company, which used to belong to North Castle Partners, a private equity firm. With sales of more than $150 million, Naked Juice has a loyal and rapidly growing consumer base, which it reaches primarily through grassroots marketing and sales efforts. Its products include more than 25 all natural, 100% chilled juices and juice smoothies made from "bare-naked fruits, with no added sugars or preservatives. Naked Juice is sold in supermarkets, club stores, health food stores and other specialty stores nationwide.
PepsiCo family member Tropicana, Chicago, IL, was busy earlier this year launching the first national orange juice to contain omega 3s DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid). Tropicana Healthy Heart with Omega-3s includes a specially encapsulated, marine-based source of omega 3 fatty acids. Additionally, in effort to compete on the water front, the company launched a new line called Tropicana Fruit Squeeze, which comes in Summer Lime, Tropical Tangerine, Lime Raspberry and Pink Grapefruit flavors.
Gatorade, Chicago, IL, also member of the PepsiCo family, launched Gatorade A.M. earlier this year to help put back the fluids and energy consumers lose during a full night's sleep. According to the company, research shows that at least 50% of exercisers and as many as 70% of athletes show up at their morning workouts or practices inadequately hydrated. Gatorade claims its new scientifically proven formula helps encourage hydration and fueling for morning activities. The beverage contains 110 mg of sodium per 8-oz. serving to help replace what users lose in sweat. It also provides 14 grams of carbohydrates to fuel working muscles. It is available in three flavors, Tropical Mango, Orange-Strawberry and Cran-Raspberry.
For several months analysts have been trying to predict the fate of Cadbury Schweppes Americas' beverage business, which is based in Plano, TX. Its functional beverage brands include 7UP Plus, Snapple and Motts. In March, the company announced the separation of confectionery and beverages reflecting the Board's belief that the two businesses had reached a position where they would deliver greater value for shareowners as focused and independent businesses. According to a mid-June New York Times article, possible suitors for the $15.8 billion beverage business include Bain Capital Partners, Thomas H. Lee Partners and the Texas Pacific Group, with other possible buyers including the Blackstone Group, Kohlberg Kravis Roberts and Lion Capital-Lion and Blackstone acquired Cadbury's European beverage unit last year. On June 19th, Cadbury released the following statement: "The separation of confectionery and Americas Beverages is progressing well and we continue to pursue a twin track process of either a sale or demerger. The sale process is actively underway, and following expressions of interest, we now believe that a sale is the more likely outcome…following separation the company will be named Cadbury plc."
Prior to the news of the sale of Cadbury Schweppes Americas, the company was rumored to be developing an enhanced water product. However, company spokesman Chris Barnes said this is something the company is still evaluating. In the sports drink arena, the company has officially launched Accelerade, which is a ready-to-drink protein-enhanced sports drink containing the patented 4:1 carbohydrate to protein ratio. Accelerade is designed for use during exercise and has been clinically proven to increase endurance up to 29% over ordinary sports drinks. The company claims while most sport drinks only contain carbohydrates and electrolytes, Accelerade adds protein to create the patented 4:1 carbohydrate to protein ratio, which increases endurance, speeds muscle recovery and enhances rehydration. Cadbury Schweppes Americas Beverages acquired the Accelerade trademark in 2006 from Pacific Health Laboratories, Matawan, NJ. Accelerade is available in Fruit Punch, Mountain Berry, Peach Mango and Citrus Grapefruit flavors.
Snapple, Rye Brook, NY, has unveiled Snapple Red Teas, a line of naturally caffeine-free teas that contain antioxidants and vitamin C. Made from the rooibos plant found only in South Africa, Snapple Red Teas are the latest addition to the brand's "good for you" platform launched in 2006, which also includes White Teas and a line of Green Teas that boost metabolism with the natural antioxidant EGCG (epigallocatechin gallate). The rooibos plant, also known as the Aspalathus linearis bush, is an herbal tea that is sweeter and fruitier tasting than black or green tea. Rooibos, which is Afrikaans for red bush, develops its red color during the fermentation process when the leaves of the plant oxidize. Snapple Red Teas are available in Açai Mixed Berry, Peach Pomegranate and Mandarin Tangerine flavors.
According to Mott's (Rye Brook, NY), 50% of parents claim juice is a healthy alternative to soda, however, many of them still add water to it to reduce the sugar content, washing away taste and nutrients in the process. Mott's for Tots does the work many parents have been doing for themselves by mixing juice with water to control sugar and calories, without reducing vitamin content. Mott's for Tots contains 100% fruit juice and purified water. Each juice box has 100% of the DV of vitamin C, has 40% less sugar than regular apple juice and contains no artificial sweeteners. Mott's for Tots is available in four flavors-Apple, Apple White Grape, Fruit Punch and Strawberry-Banana.
Kraft Foods, Northfield, IL, has unveiled a new line of Fruit2O water beverages formulated with vitamins. The four new Fruit2O varieties include Energy, which features fruity flavors and contains B vitamins; Hydration, which features Tangerine Strawberry flavor and electrolytes; Immunity, which features a blend of pomegranate and berries and contains vitamins A, C and E; and Relax, which features chamomile and hibiscus in a tropical blend.
Kraft has also introduced Crystal Light White Tea in natural blueberry flavor. Each individual packet of Crystal Light White Tea provides consumers with the benefits of antioxidant vitamins A, C and E, plus an additional 55 mg of natural white tea antioxidants per serving. With only five sugar-free calories per serving, this portable tea can be enjoyed by adding a packet to a 16.9-fl. oz. bottle of water.
Unilever, Englewood Cliffs, NJ, has debuted Promise activ SuperShots fruit-and-yogurt mini-drinks in the U.S. These shots contain clinically proven natural plant sterols to help actively remove cholesterol as part of a diet low in saturated fat and cholesterol. The mini-drinks contain 2 grams of plant sterols per 3-oz. serving. The beverage also contains Heart Health Essentials omega 3 linolenic acid and omega 6, as well as being a good source of vitamin E. Promise activ SuperShots come in Strawberry, Peach and Raspberry flavors.
Integrated Pharmaceuticals (IntePharm), Fitchburg, MA, has launched HealthyCal+ bottled water. HealthyCal+ delivers several health benefits due to its pure mineral content. The bottled water has no calories and includes calcium and magnesium. IntePharm makes all of its pure mineral ingredients using proprietary and patent pending manufacturing technologies.
New Sun Nutrition, Santa Barbara, CA, has reformulated FRS, the company's patented Free Radical Scavenging (FRS) antioxidant health beverage, and repackaged it in a new recyclable can. The low-calorie line includes Wild Berry, Orange and Peach Mango flavors. The all-natural flavors (Orange and Lemon Lime) are sweetened with organic evaporated cane juices and contain no added preservatives, additives or coloring. The reformulated FRS beverage line includes the original patented formula, along with antioxidants, vitamins and metabolic enhancers to provide a sustained, healthy energy boost and long-term antioxidant health protection. In other developments, the company received $25 million in a Series A preferred financing round led by Oak Investment Partners. The company says this funding round will provide significant growth capital to help it aggressively expand national retail distribution of the FRS product line. Lastly, in May it was announced that FRS will be carried by 2500 GNC stores (General Nutrition Centers) across the U.S. They officially hits store shelves this month.
Chicago, IL-based Del Monte Foods recently introduced a new energy beverage called Bloom. Specially formulated for women, the company says it wanted to find a beverage that could serve as an alternative to caffeine-based beverages. The fruit-filled energy drink is available in three flavors, including Wild Berry, Cran Raspberry and Mango Passionfruit. One can of Bloom Energy has only 100 calories but provides a full serving of fruit and essential vitamins and nutrients. Bloom Energy delivers 100% of vitamin C and five B vitamins. It is also a good source of calcium and vitamin D. Bloom Energy is naturally caffeinated with antioxidant-rich white tea extract, providing a gentle, healthy boost of energy.
7-Eleven, Inc., Dallas, TX, has introduced Fusion Energy coffee, a fresh-brewed, to-go coffee blended with natural herbal extracts. Fusion Energy combines 7-Eleven Exclusive Blend coffee with guarana, ginseng and yerba maté-all herbs that are thought to boost energy and sharpen mental alertness. Mother Parkers Tea & Coffee produces approximately 80% of all the coffee brewed at 7-Eleven stores and developed a process to blend the herbal extracts with 7-Eleven stores' fresh-roasted ground coffee. The company's Fort Worth, TX, plant receives the proprietary blend of the three herbs, ground and ready to be infused with the fresh coffee. Imported 100% Arabica green coffee beans are shipped directly from the countries of origin to the facility where they are roasted, ground, blended and packaged.
Vitasoy USA Inc., Ayer, MA, has debuted Summer Seasonals beverages, which come in Chocolate Banana and Strawberry Banana flavors. Made from whole organic soybeans, filtered water and organic cane juice, Summer Seasonals are USDA certified organic and heart healthy, with no cholesterol or trans fats. Each serving provides 4 grams of protein and is low in fat and calories. There are no genetically modified ingredients, artificial ingredients or flavors, and they are Kosher and animal-free (vegan).
In May the world's largest convenience chain "throttled up" its proprietary energy beverage offerings with the new Full Throttle Frozen Fury Slurpee drink, an energy version of its iconic frozen favorite. Compared to a popular canned energy drink containing 9 mg of caffeine per ounce, the Full Throttle Frozen Fury averages about 2.5 mg. Like most energy drinks, Full Throttle Fury's ingredients also include guarana extract, ginseng extract and taurine. Full Throttle Frozen Fury is a product of The Coca-Cola Company.
Austria-based Red Bull, has decided to take on the enhanced water segment with its newest offering, Carpe Diem. The company claims the brand stands for drinking with a purpose-for innovative functional drinks that equally combine drinking pleasure with effectiveness. According to the company, the beverages are based on traditional methods of preparation and knowledge that is thousands of years old. The beverages will be sold through Whole Foods and other specialty retailers, which is a departure from the typical distribution channels sought for the Red Bull brand. The waters are available in Relaxing, Harmonising and Vitalising varieties. In cooperation with the Institute for Applied Botany in Vienna, the following plant extracts were selected for Carpe Diem Botanic Water Relaxing: thyme, lemon balm, lavender, hops, passion flower, peppermint, rose blossom, orange peel and lime blossom. Harmonising contains assai, hibiscus, birch leaves, blackberry leaves, elderflower, coriander, dandelion, marigold and juniper. Vitalising combines the herbs galandal, ginger, cardamom, elderflower, quince, rose hip, birch leaves and lemongrass.
Anheuser-Busch, St. Louis, MO, has launched a new energy drink laced with goji berry. The new drink, 180 Red, contains goji berry juice, acerola juice, guarana, vitamins B6, B12 and C, and natural lychee flavor. This new product accompanies other recent extensions to the 180 Blue line, including 180 Blue Low-Calorie and 180 Sugar-Free Orange Citrus Blast. This won't be the last from the company as far as non-alcoholic beverages are concerned. According to a late April article in Bloomberg News, the company's CEO August Busch IV said it "must not limit" itself to beer alone, adding "The playing field has changed: We now compete with all beverages- beer wine, liquor, energy drinks and even soft drinks." He also said that the company's development of energy beverages in the form of 180, among other types of beverages, are "key" to its success.
Kellogg's, Battle Creek, MI, has launched a line of protein waters under the name Special K2O. Each beverage contains 5 grams of protein and is available in Strawberry Kiwi, Lemon Twist and Tropical Blend flavors.
Guayaki Yerba Maté, Sebastopol, CA, has launched Organic Yerba Maté Fusions. According to the company, these stimulating functional drinks feature organic herbs and antioxidants, and offer a boost of nutrition and sustained energy from yerba maté. Organic Yerba Maté Fusions combine rainforest maté with potent traditional herbs from around the world, such as ginkgo biloba and Siberian ginseng from China, tulsi from India, Himalayan crystal salt from Pakistan, damiana from Central America and catuaba from Brazil. Pure Endurance provides a boost of sustained energy due to an infusion of yerba maté, ginseng and electrolytes from Himalayan crystal salt blended with tangerine juice and acerola juice. Pure Passion awakens the heart's fire and the libido with an infusion of yerba maté, damiana and catuaba blended with intense passion fruit juice. Pure Mind encourages clear brain function with yerba maté, ginkgo biloba and tulsi blended with antioxidant-rich pomegranate juice.
Function Drinks, Los Angeles, CA, has released Shock Sports, a sports recovery drink that alleviates activity-related muscle and joint pain. Engineered by Dr. Alex Hughes, an orthopedic surgeon at UCLA, Shock Sports utilizes targeted functional ingredients for rapid re-hydration, better muscle recovery, and relief of sore muscles and achy joints. The formula combines the following ingredients for pain relief and muscle recovery: devil's claw, a natural anti-inflammatory to soothe inflamed muscles; soy phosphatidylserine for cortisol inhibition to speed muscle recovery; and a "rapid rehydration system" to restore the body's electrolyte balance.
In more recent developments, the company has unveiled three new functional platforms to join its current line. The new beverages, named to reflect their distinct functionalities, include House Call, to boost the immune system; Vacation, to improve mood; and Light Weight, to serve as a comprehensive strategy for weight loss. House Call combines chlorella, beta-glucan, and vitamins C and E, while Vacation brings together 5-HTP, L-theanine, zinc, and magnesium. Light Weight contains EGCG, gymnema sylvestre and resveratrol, which help block carbohydrates and burn fat. This beverage is available Dragonfruit, Pink Grapefruit and Açai Pom flavors.
The Republic of Tea, Novato, CA, has decided to harness the power of antioxidants through its new Superfruit teas, including Palmberry Green Tea and Pomegranate Full-Leaf Green Tea. Both teas are made from a base of Chinese green tea blended with superfruits recognized for their superior antioxidant qualities. In other developments, the company decided to collaborate with Clif Bar (makers of Luna bar, Berkeley, CA) earlier this year to launch a line of iced teas for women. The Nutritional Iced Tea for Women line includes black, green, white, red and decaf black teas blended with vitamins, minerals and a touch organic cane juice. The line is available in three ready-to-drink flavors, including: Ginger Currant Black Tea, Lemon Blueberry Decaf Black Tea, Kiwi Strawberry Green Tea, Mandarin Orange White Tea and natural caffeine-free Cherry Vanilla Red Tea.
Clif Bar has also introduced Luna Elixir, an organic drink mix formulated specifically for the nutritional needs of women. Luna Elixir is an all-natural portable drink mix option that, when mixed with water, offers a healthy twist on staying hydrated by delivering nutrition in four exotic fruit flavors-Orange Passionfruit, Pomegranate Berry, Raspberry Lychee and Dragonfruit Kiwi. Luna Elixir contains 50 calories, 70% organic ingredients (no artificial sweeteners or flavors) and 16 women-specific vitamins and minerals. It is a good source of calcium and iron, is rich in antioxidants (vitamins A, C, E) and is high in energizing B vitamins (B1, B2, B3, B5, B12) and folic acid (vitamin B9).
Trace Minerals Research, Ogden, UT, has launched Mangosteen Tea, a dietary supplement made from the antioxidant-rich mangosteen fruit. Mangosteen Tea is made with whole mangosteen fruit pulp and contains ConcenTrace, a proprietary ionic complex containing more than 70 essential and trace minerals extracted from Utah's Great Salt Lake.
White Hat Brands LLC, a beverage company committed to youth wellness, has unveiled a new line of multivitamin-fortified, mid-calorie juice beverages specifically formulated to help combat childhood obesity and type 2 diabetes among pre-teens ("tweens"). The new product line will go to market under the flagship brand Dog On It! and will feature two new fortified juice beverages-"Barkin' Berry" and "Tail Waggin' Orange." All Dog On It! fortified juice beverages are specially formulated to meet the taste preferences and nutritional requirements of kids ages 8-12, and support the growing importance among parents to increase their kids' daily consumption of calcium, vitamins and minerals, and decrease their sugar intake. The product contains no high fructose corn syrups, no artificial sweeteners, colors or flavors.
Bonkers Functional Teas, Palm Beach, FL, has introduced a line of Super Skinny teas, which contain nutraceutical ingredients to aid weight loss. The teas contain a proprietary formula called BPT-Lean, which includes roasted yerba maté to suppress appetite and boost energy; gymnema sylvestre to help balance sugar levels and suppress cravings for sweets; Citrin K to help satiate appetite and increase the burning of fat; and green tea extract with EGCG to boost metabolism and burn fat. Super Skinny teas are available in four flavors, including Ultra Chai, Lemon Peppermint, Ginger Peach and Orangesicle.
Celsius is a calorie-burning energy beverage that was launched last year by Celsius Holdings, Delray Beach, FL. In recent months, the company has completed a second clinical trial on its flagship product. The blinded, placebo-controlled study was conducted
While most segments continue to thrive, experts believe the market is officially crowded. The point of saturation is most obvious in the energy drink segment, where there continues to be a lack of variety and differentiation. The typical ingredients like ginseng, B vitamins, caffeine (natural or synthetic) and taurine continue to be exploited. That said, the market continues to experience robust growth. In fact, according to New York-based Beverage Digest, the energy drink market grew 56% in 2006 to nearly $5 billion in sales.
A new report from Business Insights, London, U.K., predicts that the functional beverage market will reach over $10 billion in sales in Europe by 2010, and nearly $10 billion in the U.S. This report, titled "Nutraceutical Soft Drinks," claims that nutraceutical beverages represent the most dynamic sector in the market. "Leading soft drink manufacturers have moved to diversify their portfolios by acquiring nutraceutical brands, extending current lines with nutraceutical variants or by developing their own nutraceutical brands in order to capitalize on this market opportunity," the market research firm says. It also points out that while energy was the most common product positioning in 2006, the pace of innovation on this front has slowed recently. Instead, companies seem to be exploring areas like children's health, dental health and muscle development with more frequency. In 2006, Business Insights says the largest share of nutraceutical beverage launches was accounted for by the fruits drinks category (28%). This was followed by dairy drinks (19%), general health drinks (13%), ready-to-drink tea and coffee (11%), and sports and energy drinks (10%).
In its analysis, Mintel, Chicago, IL, which issued its "Functional Food and Beverages" report in November last year, said, "The juice/juice drinks segment of the functional beverage market remains the largest, but its share has been declining, as have sales." In addition, it pointed out that sales of energy drinks and enhanced water/ sports drinks have skyrocketed, while the functional tea market increased by nearly half between 2004-06. Smoothies/yogurt drinks, in past years a segment demonstrating exceptional growth rates, have leveled off.
New Product Round-Up (by Company)
The Coca-Cola Company (Coke), Atlanta, GA, has been busy this year! So far in 2007 the beverage giant has launched Diet Coke Plus, added enhanced juices to its Minute Maid line, and purchased enhanced water behemoth Energy Brands, Whitestone, NY, for $4.1 billion and "new age" beverage pioneer Fuze Beverage, Englewood Cliffs, NJ.
With regard to the former, Diet Coke Plus is a sparkling, calorie-free beverage with vitamins and minerals. Each eight-ounce serving of Diet Coke Plus provides a good source of niacin (vitamin B3), vitamins B6 and B12, zinc and magnesium (15% Daily Value-DV-for niacin, B6 and B12; 10% DV for zinc and magnesium).
Minute Maid's Enhanced Juice line contains three 100% orange juice products with health benefits from added nutrients and functional ingredients. Varieties include new Minute Maid Multi-Vitamin and Minute Maid Active-as well as new packaging for the Minute Maid Heart Wise variety. Minute Maid Multi-Vitamin contains 16 essential vitamins and minerals, while the "Active" variety contains 750 mg of glucosamine HCl to help support healthy joints.
In early June, Coke closed its acquisition of Energy Brands, Inc., known as Glacéau, and its full range of enhanced water brands, including vitaminwater, vitaminenergy, smartwater and fruitwater. Glacéau will now operate as a separate business unit of Coca-Cola North America, giving it a platform from which to accelerate its growth in active lifestyle beverages. Coke reached an agreement to acquire Glacéau in late May for $4.1 billion in cash. At the time of the acquisition, Neville Isdell, chairman and CEO of The Coca-Cola Company, said, "We welcome vitaminwater, the icon of active lifestyles, to Coca-Cola, the ultimate and enduring icon of refreshment. Glacéau has built a great business with high-quality growth, as well as a strong pipeline of innovative products and brands. We envision even faster growth for Glacéau as part of Coca-Cola's enhanced range of brands for North American customers and consumers." Last August, India-based conglomerate Tata Tea, which owns Tetley, purchased a 30% stake in Glacéau. Currently, Glacéau's enhanced water portfolio holds the No. 2 spot in the market behind PepsiCo's Propel brand. (For more details on this acquisition, see this issue's "Word from Wall Street" column on page 22.)
Prior to the acquisition, Glacéau added two new beverages to its portfolio. Charge, a nutrient-enhanced lemon-lime vitaminwater, supposedly contains more key electrolytes than leading sports drinks, plus vitamin B for ultimate performance enhancement. The company also introduced a new energy drink line called vitaminenergy. The new product provides a heightened level of energy through a combination of vitamins B and C for metabolic energy, ribose for sustainable energy, and purposeful levels of natural caffeine for an added boost of immediate energy. Unlike other energy drink options, the company claims vitaminenergy uses natural ingredients, and has no artificial colors, artificial sweeteners, herbals or sodium. The new drink comes in three varieties-Dragonfruit 9, Fruit Punch 21 and Tropical Citrus 18.
In early February this year, Fuze Beverage signed a purchase agreement with Coke. All brands operating under the Fuze umbrella were acquired, including Fuze's non-carbonated line of enhanced juice and tea drinks, NOS Energy Drink, Rehab Recovery Supplement and WaterPlus enhanced waters. The latter is the latest creation from Fuze.
WaterPlus is a line of electrolyte-enhanced waters, which are also available as USDA Certified Organic flavored water beverages. Both lines are OU Kosher certified and do not contain GMOs or processed sugars. Organic WaterPlus is a line of hot-filled water beverages, which balances the purity of water with organic cane sugar. All flavors contain 50 calories per 8-oz. serving, and each are assigned different combinations of electrolytes, vitamins and antioxidants. Offerings include Fruit Punch (Electrolytes), Orange Tangerine (Extra-C), Açai Berry (Antioxidants), Dragonfruit Kiwi (Vitamins) and Passionfruit Citrus (Energy). WaterPlus (Unflavored) is a cold-filled water beverage formulated with pure, clean tasting vapor-distilled water enhanced with electrolytes and essential minerals.
On the premium juice front, Coca-Cola's Odwalla subsidiary (Half Moon Bay, CA) has unveiled Soy Smart, boasting a combination of soy protein (6.25 grams per serving), omega 3 DHA (32 mg per serving) and calcium (30% of the 1000 mg DV). Soy Smart is available in Chai, Chocolate and Vanilla varieties. Odwalla has also launched a line of enhanced water beverages under the name H2Odwalla. Sweetened with organic evaporated cane juice, H2Odwalla contains no artificial flavors, sweeteners or preservatives, and all five varieties are made with 78% or more organic ingredients. Replenishment to Thrive (Strawberry Kiwi) provides an "excellent source" of vitamin C and a "good source" of vitamin E and zinc to help support a healthy immune system; Replenishment to Defend (Blueberry Tea) features antioxidant vitamins C and E to help support the body's natural defenses; Replenishment to Energize (Ginger Plum) features a flavor blend of ginger, plum and yerba maté, and contains vitamins B3, B6 and B12, which help convert food to energy; Replenishment to Relax (Jasmine Lime) is enhanced with chamomile extract; and Replenishment with Calcium (Tropical Orange) provides a "good source" of calcium and magnesium to help support healthy bones.
Coke's new energy beverage, Enviga, developed by Beverage Partners Worldwide, a joint venture partnership with Nestlé, has received a lot of attention lately due to the results of clinical study published in the medical journal Obesity. The study looked at 31 healthy men and women, who were non-smokers, at a normal weight, and between the ages of 18 and 35. Study participants were provided with a diet designed to match calorie intake to calorie burning, and were required to drink a serving of Enviga or a placebo beverage three times per day for three days. On the third day, participants were studied in a metabolic chamber under controlled conditions, which included a combination of sedentary activities and light exercise designed to simulate normal everyday activity.
The study demonstrated that people who drank the equivalent of three Enviga beverages over the course of a day burned 106 extra calories. This amounted to slightly more than a 4% increase in the amount of energy each person used compared with people who drank a low-calorie beverage placebo.
The study was conducted by the University of Lausanne, Switzerland, in collaboration with the Nestlé Research Center. Researchers concluded that three servings per day of a product prototype, Enviga-a sparkling green tea containing a unique blend of green tea extract and caffeine-noticeably increased the amount of energy study participants used without any negative effects on heart rate or blood pressure.
In early June, Coca-Cola North America (CCNA) entered into an agreement for the distribution of Campbell's (Camden, NJ) single-serve beverage portfolio. Under terms of the agreement, CCNA will have the master distribution rights for Campbell's single-serve refrigerated immediate consumption beverages (24-ounce or less PET plastic), including V8 100% vegetable juices, V8 V-Fusion juices, V8 Splash juice drinks and Campbell's tomato juice in the U.S. and a similar variety of products in Canada.
Rounding out the activities of Coca-Cola so far this year is the supposed partnership between the company and L'Oréal, New York, NY. According to an article that appeared in a March issue of Brandweek, the two companies have teamed up to work on a beauty beverage called Lumae. Ray Crockett, director of communications, Coca-Cola North America, could not confirm this, nor could representatives at L'Oréal, however. The Brandweek article claims that the nutraceutical drink was trademarked as a tea-based ready-to-drink beverage by Beverage Partners Worldwide, the joint venture between Coke and Nestlé. The article also says the company is interested in distributing the product as a beauty brand rather than a soft drink, and will contain ingredients to help women care for their skin. Given Coca-Cola's activity in the first half of 2007, the launch of a beauty beverage is certainly not a stretch.
Coke's deal-making frenzy may not be finished. According to a March 28th article in The Atlanta Journal-Constitution, Coke has been trying to work out a deal to purchase Arizona (Lake Success, NY), the No. 2 bottled and canned tea maker in the U.S. "An acquisition of Arizona would immediately make Coke a significant contender in the U.S. ready-to-drink tea market, which recorded $4 billion in sales last year," the article said. "Coke trails PepsiCo, Arizona and Snapple in sales of bottled and canned teas…Coke and Nestlé [through Beverage Partners Worldwide] held a 10% percent share of the U.S. ready-to-drink tea market last year." A deal between Arizona and Coke is now possible since Coke recently rearranged its role in Beverage Partners Worldwide. The reworked deal now allows Coke and Nestlé to compete independently in the U.S. market. Under terms of an agreement reached in late March, Beverage Partners Worldwide will cover the total ready-to-drink tea category worldwide except in the U.S. and Japan. In this connection, Nestlé has licensed its Nestea and Enviga brands to The Coca-Cola Company in the U.S. and to Beverage Partners Worldwide for the rest of the world. As a result, both companies will be free to develop or acquire additional tea brands to compete on the U.S. and Japanese markets, while Beverage Partners Worldwide will be able to do the same in the rest of the world. In November last year, the Atlanta Journal-Constitution article stated, the two partners had already started to scale down their partnership by pulling green teas out, a move that allowed Coke to purchase juice and tea maker Fuze in February.
The other beverage giant, PepsiCo, Purchase, NY, has been relatively quiet on the functional beverage front this year, with the exception of the splash it made with Aquafina Alive, a low calorie vitamin-enhanced water beverage containing fruit juice, a "good source" of vitamin E, and vitamins B6, B12 and niacin. Available in three flavor combinations, Berry Pomegranate, Peach Mango and Orange Lime, an 8-oz. serving has only 10 calories. Pepsi also added SoBe Essential Energy to its line-up. The energy drink comes in Berry Pomegranate and Orange flavors, and is infused with B vitamins and antioxidants like vitamin C and zinc.
PepsiCo's only acquisition in the functional beverage market of late took place toward the end of 2006 when it acquired Naked Juice, Azusa, CA. Naked Juice is a super premium juice company, which used to belong to North Castle Partners, a private equity firm. With sales of more than $150 million, Naked Juice has a loyal and rapidly growing consumer base, which it reaches primarily through grassroots marketing and sales efforts. Its products include more than 25 all natural, 100% chilled juices and juice smoothies made from "bare-naked fruits, with no added sugars or preservatives. Naked Juice is sold in supermarkets, club stores, health food stores and other specialty stores nationwide.
PepsiCo family member Tropicana, Chicago, IL, was busy earlier this year launching the first national orange juice to contain omega 3s DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid). Tropicana Healthy Heart with Omega-3s includes a specially encapsulated, marine-based source of omega 3 fatty acids. Additionally, in effort to compete on the water front, the company launched a new line called Tropicana Fruit Squeeze, which comes in Summer Lime, Tropical Tangerine, Lime Raspberry and Pink Grapefruit flavors.
Gatorade, Chicago, IL, also member of the PepsiCo family, launched Gatorade A.M. earlier this year to help put back the fluids and energy consumers lose during a full night's sleep. According to the company, research shows that at least 50% of exercisers and as many as 70% of athletes show up at their morning workouts or practices inadequately hydrated. Gatorade claims its new scientifically proven formula helps encourage hydration and fueling for morning activities. The beverage contains 110 mg of sodium per 8-oz. serving to help replace what users lose in sweat. It also provides 14 grams of carbohydrates to fuel working muscles. It is available in three flavors, Tropical Mango, Orange-Strawberry and Cran-Raspberry.
For several months analysts have been trying to predict the fate of Cadbury Schweppes Americas' beverage business, which is based in Plano, TX. Its functional beverage brands include 7UP Plus, Snapple and Motts. In March, the company announced the separation of confectionery and beverages reflecting the Board's belief that the two businesses had reached a position where they would deliver greater value for shareowners as focused and independent businesses. According to a mid-June New York Times article, possible suitors for the $15.8 billion beverage business include Bain Capital Partners, Thomas H. Lee Partners and the Texas Pacific Group, with other possible buyers including the Blackstone Group, Kohlberg Kravis Roberts and Lion Capital-Lion and Blackstone acquired Cadbury's European beverage unit last year. On June 19th, Cadbury released the following statement: "The separation of confectionery and Americas Beverages is progressing well and we continue to pursue a twin track process of either a sale or demerger. The sale process is actively underway, and following expressions of interest, we now believe that a sale is the more likely outcome…following separation the company will be named Cadbury plc."
Prior to the news of the sale of Cadbury Schweppes Americas, the company was rumored to be developing an enhanced water product. However, company spokesman Chris Barnes said this is something the company is still evaluating. In the sports drink arena, the company has officially launched Accelerade, which is a ready-to-drink protein-enhanced sports drink containing the patented 4:1 carbohydrate to protein ratio. Accelerade is designed for use during exercise and has been clinically proven to increase endurance up to 29% over ordinary sports drinks. The company claims while most sport drinks only contain carbohydrates and electrolytes, Accelerade adds protein to create the patented 4:1 carbohydrate to protein ratio, which increases endurance, speeds muscle recovery and enhances rehydration. Cadbury Schweppes Americas Beverages acquired the Accelerade trademark in 2006 from Pacific Health Laboratories, Matawan, NJ. Accelerade is available in Fruit Punch, Mountain Berry, Peach Mango and Citrus Grapefruit flavors.
Snapple, Rye Brook, NY, has unveiled Snapple Red Teas, a line of naturally caffeine-free teas that contain antioxidants and vitamin C. Made from the rooibos plant found only in South Africa, Snapple Red Teas are the latest addition to the brand's "good for you" platform launched in 2006, which also includes White Teas and a line of Green Teas that boost metabolism with the natural antioxidant EGCG (epigallocatechin gallate). The rooibos plant, also known as the Aspalathus linearis bush, is an herbal tea that is sweeter and fruitier tasting than black or green tea. Rooibos, which is Afrikaans for red bush, develops its red color during the fermentation process when the leaves of the plant oxidize. Snapple Red Teas are available in Açai Mixed Berry, Peach Pomegranate and Mandarin Tangerine flavors.
According to Mott's (Rye Brook, NY), 50% of parents claim juice is a healthy alternative to soda, however, many of them still add water to it to reduce the sugar content, washing away taste and nutrients in the process. Mott's for Tots does the work many parents have been doing for themselves by mixing juice with water to control sugar and calories, without reducing vitamin content. Mott's for Tots contains 100% fruit juice and purified water. Each juice box has 100% of the DV of vitamin C, has 40% less sugar than regular apple juice and contains no artificial sweeteners. Mott's for Tots is available in four flavors-Apple, Apple White Grape, Fruit Punch and Strawberry-Banana.
Kraft Foods, Northfield, IL, has unveiled a new line of Fruit2O water beverages formulated with vitamins. The four new Fruit2O varieties include Energy, which features fruity flavors and contains B vitamins; Hydration, which features Tangerine Strawberry flavor and electrolytes; Immunity, which features a blend of pomegranate and berries and contains vitamins A, C and E; and Relax, which features chamomile and hibiscus in a tropical blend.
Kraft has also introduced Crystal Light White Tea in natural blueberry flavor. Each individual packet of Crystal Light White Tea provides consumers with the benefits of antioxidant vitamins A, C and E, plus an additional 55 mg of natural white tea antioxidants per serving. With only five sugar-free calories per serving, this portable tea can be enjoyed by adding a packet to a 16.9-fl. oz. bottle of water.
Unilever, Englewood Cliffs, NJ, has debuted Promise activ SuperShots fruit-and-yogurt mini-drinks in the U.S. These shots contain clinically proven natural plant sterols to help actively remove cholesterol as part of a diet low in saturated fat and cholesterol. The mini-drinks contain 2 grams of plant sterols per 3-oz. serving. The beverage also contains Heart Health Essentials omega 3 linolenic acid and omega 6, as well as being a good source of vitamin E. Promise activ SuperShots come in Strawberry, Peach and Raspberry flavors.
Integrated Pharmaceuticals (IntePharm), Fitchburg, MA, has launched HealthyCal+ bottled water. HealthyCal+ delivers several health benefits due to its pure mineral content. The bottled water has no calories and includes calcium and magnesium. IntePharm makes all of its pure mineral ingredients using proprietary and patent pending manufacturing technologies.
New Sun Nutrition, Santa Barbara, CA, has reformulated FRS, the company's patented Free Radical Scavenging (FRS) antioxidant health beverage, and repackaged it in a new recyclable can. The low-calorie line includes Wild Berry, Orange and Peach Mango flavors. The all-natural flavors (Orange and Lemon Lime) are sweetened with organic evaporated cane juices and contain no added preservatives, additives or coloring. The reformulated FRS beverage line includes the original patented formula, along with antioxidants, vitamins and metabolic enhancers to provide a sustained, healthy energy boost and long-term antioxidant health protection. In other developments, the company received $25 million in a Series A preferred financing round led by Oak Investment Partners. The company says this funding round will provide significant growth capital to help it aggressively expand national retail distribution of the FRS product line. Lastly, in May it was announced that FRS will be carried by 2500 GNC stores (General Nutrition Centers) across the U.S. They officially hits store shelves this month.
Chicago, IL-based Del Monte Foods recently introduced a new energy beverage called Bloom. Specially formulated for women, the company says it wanted to find a beverage that could serve as an alternative to caffeine-based beverages. The fruit-filled energy drink is available in three flavors, including Wild Berry, Cran Raspberry and Mango Passionfruit. One can of Bloom Energy has only 100 calories but provides a full serving of fruit and essential vitamins and nutrients. Bloom Energy delivers 100% of vitamin C and five B vitamins. It is also a good source of calcium and vitamin D. Bloom Energy is naturally caffeinated with antioxidant-rich white tea extract, providing a gentle, healthy boost of energy.
7-Eleven, Inc., Dallas, TX, has introduced Fusion Energy coffee, a fresh-brewed, to-go coffee blended with natural herbal extracts. Fusion Energy combines 7-Eleven Exclusive Blend coffee with guarana, ginseng and yerba maté-all herbs that are thought to boost energy and sharpen mental alertness. Mother Parkers Tea & Coffee produces approximately 80% of all the coffee brewed at 7-Eleven stores and developed a process to blend the herbal extracts with 7-Eleven stores' fresh-roasted ground coffee. The company's Fort Worth, TX, plant receives the proprietary blend of the three herbs, ground and ready to be infused with the fresh coffee. Imported 100% Arabica green coffee beans are shipped directly from the countries of origin to the facility where they are roasted, ground, blended and packaged.
Vitasoy USA Inc., Ayer, MA, has debuted Summer Seasonals beverages, which come in Chocolate Banana and Strawberry Banana flavors. Made from whole organic soybeans, filtered water and organic cane juice, Summer Seasonals are USDA certified organic and heart healthy, with no cholesterol or trans fats. Each serving provides 4 grams of protein and is low in fat and calories. There are no genetically modified ingredients, artificial ingredients or flavors, and they are Kosher and animal-free (vegan).
In May the world's largest convenience chain "throttled up" its proprietary energy beverage offerings with the new Full Throttle Frozen Fury Slurpee drink, an energy version of its iconic frozen favorite. Compared to a popular canned energy drink containing 9 mg of caffeine per ounce, the Full Throttle Frozen Fury averages about 2.5 mg. Like most energy drinks, Full Throttle Fury's ingredients also include guarana extract, ginseng extract and taurine. Full Throttle Frozen Fury is a product of The Coca-Cola Company.
Austria-based Red Bull, has decided to take on the enhanced water segment with its newest offering, Carpe Diem. The company claims the brand stands for drinking with a purpose-for innovative functional drinks that equally combine drinking pleasure with effectiveness. According to the company, the beverages are based on traditional methods of preparation and knowledge that is thousands of years old. The beverages will be sold through Whole Foods and other specialty retailers, which is a departure from the typical distribution channels sought for the Red Bull brand. The waters are available in Relaxing, Harmonising and Vitalising varieties. In cooperation with the Institute for Applied Botany in Vienna, the following plant extracts were selected for Carpe Diem Botanic Water Relaxing: thyme, lemon balm, lavender, hops, passion flower, peppermint, rose blossom, orange peel and lime blossom. Harmonising contains assai, hibiscus, birch leaves, blackberry leaves, elderflower, coriander, dandelion, marigold and juniper. Vitalising combines the herbs galandal, ginger, cardamom, elderflower, quince, rose hip, birch leaves and lemongrass.
Anheuser-Busch, St. Louis, MO, has launched a new energy drink laced with goji berry. The new drink, 180 Red, contains goji berry juice, acerola juice, guarana, vitamins B6, B12 and C, and natural lychee flavor. This new product accompanies other recent extensions to the 180 Blue line, including 180 Blue Low-Calorie and 180 Sugar-Free Orange Citrus Blast. This won't be the last from the company as far as non-alcoholic beverages are concerned. According to a late April article in Bloomberg News, the company's CEO August Busch IV said it "must not limit" itself to beer alone, adding "The playing field has changed: We now compete with all beverages- beer wine, liquor, energy drinks and even soft drinks." He also said that the company's development of energy beverages in the form of 180, among other types of beverages, are "key" to its success.
Kellogg's, Battle Creek, MI, has launched a line of protein waters under the name Special K2O. Each beverage contains 5 grams of protein and is available in Strawberry Kiwi, Lemon Twist and Tropical Blend flavors.
Guayaki Yerba Maté, Sebastopol, CA, has launched Organic Yerba Maté Fusions. According to the company, these stimulating functional drinks feature organic herbs and antioxidants, and offer a boost of nutrition and sustained energy from yerba maté. Organic Yerba Maté Fusions combine rainforest maté with potent traditional herbs from around the world, such as ginkgo biloba and Siberian ginseng from China, tulsi from India, Himalayan crystal salt from Pakistan, damiana from Central America and catuaba from Brazil. Pure Endurance provides a boost of sustained energy due to an infusion of yerba maté, ginseng and electrolytes from Himalayan crystal salt blended with tangerine juice and acerola juice. Pure Passion awakens the heart's fire and the libido with an infusion of yerba maté, damiana and catuaba blended with intense passion fruit juice. Pure Mind encourages clear brain function with yerba maté, ginkgo biloba and tulsi blended with antioxidant-rich pomegranate juice.
Function Drinks, Los Angeles, CA, has released Shock Sports, a sports recovery drink that alleviates activity-related muscle and joint pain. Engineered by Dr. Alex Hughes, an orthopedic surgeon at UCLA, Shock Sports utilizes targeted functional ingredients for rapid re-hydration, better muscle recovery, and relief of sore muscles and achy joints. The formula combines the following ingredients for pain relief and muscle recovery: devil's claw, a natural anti-inflammatory to soothe inflamed muscles; soy phosphatidylserine for cortisol inhibition to speed muscle recovery; and a "rapid rehydration system" to restore the body's electrolyte balance.
In more recent developments, the company has unveiled three new functional platforms to join its current line. The new beverages, named to reflect their distinct functionalities, include House Call, to boost the immune system; Vacation, to improve mood; and Light Weight, to serve as a comprehensive strategy for weight loss. House Call combines chlorella, beta-glucan, and vitamins C and E, while Vacation brings together 5-HTP, L-theanine, zinc, and magnesium. Light Weight contains EGCG, gymnema sylvestre and resveratrol, which help block carbohydrates and burn fat. This beverage is available Dragonfruit, Pink Grapefruit and Açai Pom flavors.
The Republic of Tea, Novato, CA, has decided to harness the power of antioxidants through its new Superfruit teas, including Palmberry Green Tea and Pomegranate Full-Leaf Green Tea. Both teas are made from a base of Chinese green tea blended with superfruits recognized for their superior antioxidant qualities. In other developments, the company decided to collaborate with Clif Bar (makers of Luna bar, Berkeley, CA) earlier this year to launch a line of iced teas for women. The Nutritional Iced Tea for Women line includes black, green, white, red and decaf black teas blended with vitamins, minerals and a touch organic cane juice. The line is available in three ready-to-drink flavors, including: Ginger Currant Black Tea, Lemon Blueberry Decaf Black Tea, Kiwi Strawberry Green Tea, Mandarin Orange White Tea and natural caffeine-free Cherry Vanilla Red Tea.
Clif Bar has also introduced Luna Elixir, an organic drink mix formulated specifically for the nutritional needs of women. Luna Elixir is an all-natural portable drink mix option that, when mixed with water, offers a healthy twist on staying hydrated by delivering nutrition in four exotic fruit flavors-Orange Passionfruit, Pomegranate Berry, Raspberry Lychee and Dragonfruit Kiwi. Luna Elixir contains 50 calories, 70% organic ingredients (no artificial sweeteners or flavors) and 16 women-specific vitamins and minerals. It is a good source of calcium and iron, is rich in antioxidants (vitamins A, C, E) and is high in energizing B vitamins (B1, B2, B3, B5, B12) and folic acid (vitamin B9).
Trace Minerals Research, Ogden, UT, has launched Mangosteen Tea, a dietary supplement made from the antioxidant-rich mangosteen fruit. Mangosteen Tea is made with whole mangosteen fruit pulp and contains ConcenTrace, a proprietary ionic complex containing more than 70 essential and trace minerals extracted from Utah's Great Salt Lake.
White Hat Brands LLC, a beverage company committed to youth wellness, has unveiled a new line of multivitamin-fortified, mid-calorie juice beverages specifically formulated to help combat childhood obesity and type 2 diabetes among pre-teens ("tweens"). The new product line will go to market under the flagship brand Dog On It! and will feature two new fortified juice beverages-"Barkin' Berry" and "Tail Waggin' Orange." All Dog On It! fortified juice beverages are specially formulated to meet the taste preferences and nutritional requirements of kids ages 8-12, and support the growing importance among parents to increase their kids' daily consumption of calcium, vitamins and minerals, and decrease their sugar intake. The product contains no high fructose corn syrups, no artificial sweeteners, colors or flavors.
Bonkers Functional Teas, Palm Beach, FL, has introduced a line of Super Skinny teas, which contain nutraceutical ingredients to aid weight loss. The teas contain a proprietary formula called BPT-Lean, which includes roasted yerba maté to suppress appetite and boost energy; gymnema sylvestre to help balance sugar levels and suppress cravings for sweets; Citrin K to help satiate appetite and increase the burning of fat; and green tea extract with EGCG to boost metabolism and burn fat. Super Skinny teas are available in four flavors, including Ultra Chai, Lemon Peppermint, Ginger Peach and Orangesicle.
Celsius is a calorie-burning energy beverage that was launched last year by Celsius Holdings, Delray Beach, FL. In recent months, the company has completed a second clinical trial on its flagship product. The blinded, placebo-controlled study was conducted
