100804_FD_Issue 189

functionaldrinks zenithinternational newsletter This issue at a glance...

Page four Milking the benefits of life in the UK

Page six Drinks for all needs in Japan

Issue 189

4 August 2010

enriched beverages

France

Nourishing drinks for all Nestlé France has unveiled an innovative range of nutrient-rich drinks each of them adapted to meet specific needs.

The new range, called Nesfluid, is the result of two years of research and development from the nutrition and hydration specialists at Nestlé.

According to the company, the drinks were developed with our increasingly hectic lifestyles in mind and the ever-important roles that good hydration and good nutrition have on health and wellbeing. Moreover, research has suggested that around 70% of French consumers are not properly hydrated primarily because they fail to drink the recommended 1.5 litres of water a day.

As such, the drinks in the Nesfluid line-up aim to help consumers stay hydrated while providing essential nutrients needed at different life stages.

And whilst each individual variant has been developed with a particular segment of the population in mind, the entire range can be drunk by anyone at any time to meet their individual requirements at the time.

The Nesfluid drinks are based on coconut water and whey, the former is well-known for its ability to replenish lost fluids and electrolytes rapidly, whilst the latter is recognised for its protein and nutrient contents.

There are six variants in the range:

Renforce contains milk as well as vitamin D, calcium and phosphorous, and is targeted at children.

Vitalise has been designed for young active males and contains vitamin C and guarana to help sustain lifestyles requiring higher levels of energy.

Rayonne contains polyphenols from red fruits and vitamin C and is targeted at women who wish to incorporate a higher amount of antioxidants into their diet to contribute to cell protection.

Equilibre is described by the company as a drink that can be consumed daily by anyone. The beverage is rich in vitamin C which, in addition to its antioxidant and immune-boosting properties, also helps increase the absorption of iron. (continued on Page 2)

Page four Famed energy shot lands in Spain

Page three Drinks for picky children

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functionaldrinks zenithinternational newsletter Page 2 Issue 189 4 August 2010

editorial comment

to those in need of a pick-me-up (see Page 4).

Welcome to the 189th issue of functionaldrinks. In this issue we explore how well established brands continue their expansion into other smaller markets in a bid to reach more consumers whose needs may still be unmet.

In the UK, Nrichment Nutrition has launched its eponymous flavoured milks after performing well in the US (see Page 4). In France, we see the unveiling of a range of nutrient-enriched drinks by Nestlé France (see Pages 1 and 2).

First, we look at Gatorade's latest foray into the Swedish market, in a move that mirrors that of its re-launch in the UK back in June 2008 (see Page 7). Nearby in Spain, we cover the launch of Red Bull's shot which promises to lend a hand

In the US, we cover a drink developed by a couple of parents for children suffering from sensitive stomachs which is also ideal for those with some of the most common allergies produced by B.R.A.T. Diet (see Page 3). We follow the unveiling of EB Performance's new protein drink and revamped range (see Page 3).

We also cover a drink that features the exotic kakadu plum for its content of vitamin C, said to be the highest of any known fruit by Kakadu Plum USA (see Page 5). Meanwhile, Eternity Beverages has launched an energy drink with a lower carbonation for discerning consumers from the arts world (see Page 5) and Swanson Health Products has revealed its first sports drink that offers health and environmental benefits (see Page 6).

Finally, in Japan we look at Asahi's latest beverage in the form of a clear water with a high dose of fibre as well as Coca-Cola Japan's new lightly sparkling sports water (see Page 6).

Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com

enriched beverages

France

(continued from Page 1)

Body is another drink that is expected to appeal to women, thanks to its content of green tea, green coffee and pineapple, all of which help to metabolise body fat.

Protect is designed for senior consumers, offering pomegranatederived vitamin C, zinc and selenium; all of which are said to have protective antioxidant properties and contribute to the protection of cells and tissues.

All the variants contain 30% less sugar than average fruit drinks available in the market. With a shelf life of six months, Nesfluid will be placed in the ambient juice aisle in supermarkets and hypermarkets.

For the upcoming launch at the beginning of September, Nestlé has scheduled a wide-reaching publicity campaign that will feature the slogan, "Je me fais du bien en me faisant plaisir," which translates to, "It's good for me and I like it."

A 25cl bottle will retail for €1.65.

www.nestle.fr

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functionaldrinks zenithinternational newsletter Page 3 Issue 189 4 August 2010

wellness beverages

United States

Drinks that help bring out the brat in us B.R.A.T. Diet LLC has introduced a line of organic beverages designed to bring relief to young children.

The company developed the drinks based on the B.R.A.T. diet, which stands for bananas, rice, applesauce and toast which is said to be especially helpful for those with sensitive stomachs, gastro-intestinal issues or during illnesses such as the flu.

To this basic recipe for wellness, the company added electrolytes to boost rehydration as well as calcium and vitamins to promote health.

Furthermore, because the drinks are free from lactose, gluten, soy, corn and casein, they can be consumed as needed or on a regular basis by anyone.

The drinks have been USDA certified organic and are free from added sugar or preservatives and provide 100 calories per serving.

Jennifer Wilson from B.R.A.T. Diet commented on the drinks, "Created for children and adults suffering from upset stomachs, influenza or dehydration, Organic B.R.A.T.Wellness Drinks are based on the principles of the Doctorrecommended B.R.A.T. Diet.This non-dairy beverage is nourishing and soothing to sensitive stomachs and helps promote gastro-intestinal health and natural electrolyte balance. Organic B.R.A.T.Wellness Drink is a great milk alternative for those who suffer from lactose intolerance and other food allergies."

The Organic B.R.A.T.Wellness Drinks are available in four variants: Original,Vanilla, Chocolate Honey and Cinnamon Toast.They are sold currently in 32oz cartons nationwide through grocery and national food stores, including Whole Foods, Babies R Us, Safeway, Shaw's and Albertsons to name a few, as well as online through www.amazon.com. www.bratdiet.org

nutraceuticals/sports drinks

United States

New addition ideal for those watching their 'whey't Almost a year after its launch, USbased EB Performance has reinvigorated its Whey Juice protein beverage line and introduced a reduced-calorie Skinny version.

The official launch of ready-to-drink Whey Juice was featured in functionaldrinks in September 2009.The brand has since been revamped with a new bottle and an updated label design, featuring eye-catching metallics.The tea variant has also been discontinued and replaced with orangepeach-mango to complement the other fruit-based variants of cranberry-apple-açaí and strawberryblueberry-banana.

Meanwhile, a new brand extension has also been unveiled,Whey Juice Skinny, containing over 60% less sugar than the regular version and, at just 120 calories per serving, also 90 calories lower.

Juice Skinny contains 15g of whey protein isolate to help maintain and build new muscle mass.

Studies have also shown that whey can aid weight management as it promotes satiety, the feeling of fullness. In addition, each bottle has 3g of isomaltooligosaccharide (prebiotic fibre) and four essential electrolytes.

The drinks are free from fat, gluten, lactose and preservatives, and contain no artificial flavours, colours or sweeteners.Whey Juice is sweetened with organic agave nectar, a low-glycaemic and 'diabetic friendly' sweetener, whilst the Skinny version contains a proprietary blend of organic agave nectar and stevia.

The drinks are gaining popularity thanks to the formulation's light, clean taste. "We didn't want them to be like the typical heavy, chalky milkshake protein drinks on the market," commented Dr Nathan Feldman, co-founder of EB Performance.

"Whether someone is an athlete, non-athlete, whatever one's fitness level,Whey Juice is for everybody - that is what EB stands for."

The beverages are available to purchase online from EB's website and in Whole Foods Market stores in Florida and the Southwest region, with individual bottles retailing for US$2.99.

Each 16.9oz bottle of both Whey Juice and Whey

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functionaldrinks zenithinternational newsletter Page 4 Issue 189 4 August 2010

functional dairy

United Kingdom

'Nriching' the lives of Britons Nrichment Nutrition Inc, US producer of the eponymous enriched milk drink, has recently made its debut in the UK market.

The drink, originating from the US, has been around for a few years in its native market and is typically consumed by a wide array of consumers for different purposes.

According to the company, Nrichment is perfect as a meal substitute, a post-workout recovery drink or as a supplement for those wishing to increase their uptake of energy and protein.

minerals including vitamins A, B1, B2, B3, B5, B6, B9, B12, C, D3 and E, in addition to calcium, iron, magnesium and zinc. This combination along with the PROCarb blend allows the body to recover quickly from exercise as well as getting all the essential nutrients it requires for proper functioning.

To promote the drink, the company has been conducting sampling activities across the UK with its Nrichment Sampling Team which has visited independent stores giving free samples of Nrichment. The team will be visiting London, Manchester, Birmingham and Bristol.

According to data, the flavoured milk drinks category has grown 10% in volume year-on-year.

Moreover, semi-skimmed or half-fat milk is estimated to account for 60% of total milk sales.

Nrichment contains an average of 375 calories per can derived from its PROCarb blend which includes a 4:1 ratio of carbohydrates to protein as well as a range of vitamins and minerals. The protein found in the drink is provided by a whey and casein mix, helping the body to get an immediate and sustained source of protein.

Nrichment is available in Vanilla, Banana, Peanut and Strawberry variants that are sold through selected independent stores as well as online through www.feelthedifference.co.uk As an introductory offer, cans of Nrichment are retailing for ÂŁ0.79.

Moreover, the beverage is enriched with 15 vitamins and

www.nrichment.co.uk

energy drinks

Spain

Red Bull energy shot lands in Spain Red Bull EspaĂąa has recently unveiled its eponymous energy shot in the Spanish market, after its successful launch in over 20 countries worldwide.

As part of the company's continuous activities, Red Bull has commenced a campaign called S.O.S. Red Bull where consumers can submit requests for help through Red Bull's Spanish website for help from the company when they, or a friend, are in need of some "wiiings".

In Spain, the shots have been available since April through the impulse channel and leading supermarket chains.

The 60ml shot retails for approximately â‚Ź2.50 apiece. www.redbull.es

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functionaldrinks zenithinternational newsletter Page 5 Issue 189 4 August 2010

wellness beverages

United States

Superfruit packs a vitamin C punch Start-up company Kakadu Plum USA has introduced its first product, an immune boosting powdered beverage mix called Kakadoodle Dew. Company founder Nicole Halik was inspired to create Kakadoodle Dew after learning of the kakadu plum, a fruit native to Australia with a vitamin C content of 3,000mg per 100g of fruit.This gives it the highest vitamin C content of any known fresh fruit. In comparison, oranges contain approximately 70mg per 100g.

Kakadu plums also contain antioxidants and phytochemicals including gallic and ellagic acids. Gallic acid has antifungal, antibacterial and antiviral properties, whilst ellagic acid is believed to have anticarcinogenic properties.

Kakadoodle Dew is designed to be mixed into fruit juice or water. Each sachet provides more than three times the recommended daily allowance (RDA) of vitamin C. In addition, the all natural, organic mix contains Barbados cherry, papaya, kiwi, and echinacea to help boost the immune system. It does not however contain sugar or artificial sweeteners, being instead sweetened with a stevia blend.

Furthermore, the product is shortly to be joined by a natural beauty version. In addition to kakadu plum, the new addition will contain 800mg of astaxanthin per packet. Astaxanthin is backed by several clinical studies demonstrating its ability to help reduce fine lines and wrinkles, and improve skin moisture and elasticity.

Kakadoodle Dew is available in cartons, each containing 30 individual 2g sachets, retailing for US$29.95. Currently the product is distributed through health food stores across Florida, Kansas, Missouri, Nebraska, New Jersey, New York and Oklahoma. http://4kakadu.com

energy drinks

United States

Introducing Into2 Energy Drink

extreme-sports fanatics, as is often the case for energy drinks, but rather at a more discerning audience with a foothold in the arts, music, fashion and entertainment arenas.

US-based Eternity Beverages has entered the energy drinks market with a new offering called Into2 Energy Drink, which according to the company combines 'technological advances with flare and sophistication'.

Eternity Beverages CEO, Jim Amstutz, commented, "With Into2 Energy Drink we are creating more than just your average energy drink, Into2 is an enjoyable beverage that offers a smooth refreshing taste, with an energy kick."

According to the company, the caffeine- and taurine-enriched product is based on water taken from the Austrian Alps, 'boiled to remove all toxins and then infused with the purest European vitamins,' namely vitamins B6 and B12.

Despite featuring standard energy drink ingredients, Eternity Beverages is keen to underline the uniqueness of the product, in particular the level of carbonation which is significantly lower than that of mainstream energy drink brands, just 4-5% against 20% respectively.This, according to the manufacturer, virtually eliminates the after-taste so commonly associated with energy drinks.

Launched earlier in the year in Florida, the product is available in three variants: Pure, Splendasweetened Pure Sugarfree and Cranberry, all packaged in a 250ml slim can format.Two further flavours have already been formulated for future launch, once the brand has secured a foothold on the market.A four-pack format and larger pack size are also in the pipeline, according to a company spokesperson who spoke to functionaldrinks.

The company has focused on sampling activity to expand the product, in addition to point of sale material, including coolers, coasters, table mats, can openers, key-chains and T-shirts. Into2 Energy Drink is currently distributed by Southern Wine and Spirits across the state of Florida through nightclubs, petrol stations and key hotels. During 2010 the company hopes to expand its distribution to more than ten countries worldwide.

Furthermore, the product is not aimed at

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functionaldrinks zenithinternational newsletter Page 6 Issue 189 4 August 2010

near waters/nutraceuticals

Japan

Drinks to supplement life

uses 'Bubble Smoother' technology from local company Soda Kouryou to suppress the fizziness in the drink.

Asahi, always at the forefront of innovation in soft drinks, has recently unveiled a clear water featuring two ingredients rarely seen together when it comes to enriched beverages.

Cho Fibre Clear Water, as its name indicates, features fibre - a generous 7500mg (or 7.5g) of it, when considering the recommended daily intake is between 20 and 30g of which most consumers following a Western diet only obtain about 14g.

In addition, the drink contains 80mg of vitamin C, positioning the drink as an ideal option for those looking for a product that supports overall health.

Cho Fibre Clear Water has been available in the Japanese market since April 2010.

Meanwhile, Coca-Cola Japan has added a variant to its successful Aquarius isotonic drink.

The addition is a lightly sparkling beverage that

Sparkling Aquarius features branched chain amino acids that, depending on the body's needs, can either be used to build new proteins or be burned as fuel to produce energy.The drink also includes D-ribose which helps increase energy levels.

Aquarius Sparkling is sold in 490ml cans and 500ml and 1.5 litre bottles. 100ml of Aquarius Sparkling provides only 18 calories.

Coca-Cola Japan has also recently added two variants to its Love Body line. Following the launch of Love Body Ginger Works, Protein Works and Rosehip Works have been unveiled.

Similar to Aquarius Sparkling, Protein Works includes branched chain amino acids for those wishing to supplement their intake of the nutrients. Meanwhile, Rosehip Works contains 100mg of rosehip extract which is believed to help reduce body fat levels.

Both beverages are available in 350ml bottles and contain 63 calories. www.asahiinryo.co.jp www.cocacola.co.jp

sports drinks

United States

All good things come in small packages US supplements and natural health care products specialist, Swanson Health Products, has unveiled a new sports drink called CONTEND in a twist-off vial format.

The concentrated berry-flavoured drink mix is positioned on an all-natural platform and is marketed as an all-rounder, providing consumers with energy and stamina prior to and during exercise and the necessary ingredients for recovery after exercise.According to the company, its newest product enables consumers to avoid the 'sugar, high-fructose corn syrup, synthetic chemicals and other unhealthy ingredients' commonly found in other sports drinks.

The drink's active ingredients include: Sustamine, a patented amino acid dipeptide clinically proven to support rehydration, energy

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replenishment and muscle recovery; Bioenergy Ribose, a monosaccharide which is central in the production of ATP, the core of human energy; Powergrape, a patented antioxidant polyphenol extract which has been clinically shown to enhance the performance potential whilst protecting against exercise-induced free radicals.

Also in the ingredients list are electrolytes, which are lost during strenuous activity, and vitamins B6 and B12 which support the nervous system and brain function.The beverage is naturally sweetened with Reb A from stevia leaf, with each serving providing just ten calories.

And, according to the company, the concentrated beverage's benefits are not linked just to its health credentials: packaged in a single-serve vial, it can be squeezed into 16 ounces of water in any reusable water bottle offering a more environmental solution to buying new bottles each time and a considerable financial saving on conventional sports drink formats.

Launched at the 2010 Fargo Marathon in May, CONTEND is packaged in 10ml single-serve vials, which come in 20-vial boxes, retailing for US$9.99 apiece.

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functionaldrinks zenithinternational newsletter Page 7 Issue 189 4 August 2010

sports drinks

Sweden

Naturally hydrating Swedish sports enthusiasts PepsiCo Nordic has recently announced the full-scale launch of Gatorade in Sweden in a bid to reach a larger number of consumers.

Gatorade has been present in the Swedish market for a number of years, however, its distribution had been previously limited to select specialist outlets as well as sporting events such as marathons.

available in orange, lime and blackcurrant ready to drink (RTD) variants in addition to a powdered format in orange and lime.

Camilla Mehler, Commercial Manager for Gatorade in Sweden, commented, "Sweden is one of the first markets in the world where the new product line, without artificial additives, is now being launched.We see Sweden as an important market where we are now launching a customised product with the same qualities that Gatorade has become popular for."

The new formulation of Gatorade has been available in the country since May 2010 through City Gross and PrisXtra stores as well as select gyms and fitness centres.

One 500ml bottle carries a recommended retail price (RRP) of SEK 16.

The re-launched Gatorade is free from artificial additives such as colours, flavours, sweeteners or preservatives. Moreover, Gatorade is now

www.gatorade.se

functionaldrinks in brief

Europe

It has been estimated that the European market for sports drinks and energy bars was worth US$2.8 billion in 2008 and should reach US$3.6 billion by 2013.The main benefits offered by existing products have been found to be boosting energy, strength and recovery.

France: Syrup-maker Teisseire has been promoting its isotonic syrup in the trade press.

According to the company, Sirop Pour Le Sport already holds 34% share of the sports drinks market.The company is also highlighting that in order to support the brand, it is using Olympian swimming champion Alain Bernard as well as conducting extensive sampling around the Tour de France and a two-month TV campaign.

Researchers led by the French National Institute of Health and Medical Research have found antioxidants in red wine and green tea that disrupt an important cell-signalling pathway necessary for prostate cancer growth.

Ireland: Food for Health Ireland (FHI) has publicised it has already found 30 milk peptides that could potentially be used to develop new ingredients for use in food and beverages. FHI has said that it expects to see the emergence of some ingredients within the next 18 to 24 months.

Irish dairy ingredients specialist Carbery is

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marketing a range of 'clean' tasting whey protein for the sports nutrition market.The range, called Opti-pep, is suited for muscle building and aftersports recovery.

Spain: PepsiCo Beverages Spain has reformulated Gatorade so it is free from artificial colours and preservatives.The relaunch is accompanied by a the launch of the Gatorade website in Spain (www.gatorade.es) that includes content for sports fans.

UK: UK consumer watchdog Which? has criticised the rules approved earlier in 2010 with regards to products making claims on their omega-3 content.Which? reviewed different products said to be high in omega-3 and concluded that almost no product specifies what type of omega-3 oil it contains and especially that ALA, which is derived from plants and is the most widely used, has been demonstrated to provide less health benefits than DHA or EPA. According to retail data, volume sales of sports and energy drinks reached 525 million litres in 2009, up 19% on 2007 levels.Value sales, meanwhile, hit just over ÂŁ1 billion, and this figure is expected to rise to over ÂŁ1.5 billion by 2014.

Volume sales are forecast to increase by 32% to 757 million litres.

Provexis has reported a narrowed full-year loss for the fiscal year ending March 2010.The improvement was said to be thanks to the long-

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functionaldrinks zenithinternational newsletter Page 8 Issue 189 4 August 2010

functionaldrinks in brief term alliance reached with DSM Nutritional Products for the commercialisation of its Fruitflow technology in all major markets in addition to the positive opinion given by the European Food Safety Authority (EFSA) in relation to the ingredient's health claims.

North America

US: Black Art Beverage, owner of Floridabased distributor Black Art Importers, has signed an agreement with T-20 Sports Energy Drink USA for the distribution of its sports drink across the country. Rab Masroor, CEO of T20 Energy Drink, stated, "We are very pleased and satisfied with our new alliance as we continue to position ourselves for a very successful 2010."

Fuzee Bee Beverage Company, producer of ZUN Bran Boosting Energy, has announced it has completed the first round of investment after achieving a significant amount of investment from Whitlock Packaging Corporation. Pete Rosso, CEO of contract manufacturer Whitlock, has been elected to ZUN's Board of Directors effective immediately.

According to a study conducted by The CocaCola Company (TCCC), polyphenol-rich beverages can be used as a convenient vehicle to increase nutrient intake without making major changes in dietary habits.

The Relaxing Company, producer of Mary Jane's Relaxing Soda, has reached several distribution agreements that will see its soda sold across California,Texas, Colorado, Massachusetts, Kansas,Wisconsin, Arizona, Oklahoma and in the South Pacific Islands.

DSM Nutritional Products has unveiled the results of the latest study into the effects on memory from its resVida ingredient.The study involved testing aged mice after multiple doses of dietary supplementation with resVida for at least four weeks. After this period, researchers were

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Charmaine Holmes Market Intelligence Director: Esther Renfrew functionaldrinks is issued 25 times a year and is only available by subscription: electronic PDF format only £495; hard copy and PDF £595* *VAT chargeable on electronic format to UK companies and EC companies not registered for VAT

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able to demonstrate that supplementation had resulted in improved learning and memory skills.

Fusion Premium Beverages, a subsidiary of Bond Laboratories, has entered into an agreement with Carter Distributing that will see its Resurrection anti-hangover drink sold across nine counties in the state of Tennessee.

According to Paul Dijkstra, CEO of InterHealth Nutraceuticals, immune health has quicly become one of the main drivers in the functional drinks market as consumer interest in this, and in overall wellness, has grown.

World

A study recently published in the Journal of the Alzheimer's Association indicates that DHA obtained from algae helps improve memory in healthy adults, providing a benefit roughly equivalent to having the learning and memory skills of someone three years younger.

Azerbaijan: Innovative Beverage Group, producer of drank relaxation drink, has secured a distribution deal with American International Beverage for the sale of drank in Azerbaijan.

Chile: The Chilean Institute for Agricultural Investigation (INIA) has patented two varieties of Chilean guava in the US where it has become increasingly popular as a superfruit. As a result, if growers wish to cultivate the fruit, they will have to pay royalties to Chile.

India: The Delhi High Court has found in favour of Heinz India in a dispute over taglines with PepsiCo. PepsiCo complained in March 2010 that Heinz India's Glukon-D Isotonik sports drink had a very similar tagline to that of Gatorade because it used the words rehydrate, replenish and recharge. However, a judge from the High Court found that the words are commonly used when describing the character and quality of an isotonic drink.

7 Kingsmead Square Bath BA1 2AB United Kingdom t +44 (0)1225 327900 f +44 (0)1225 327901 e functionaldrinks@zenithinternational.com www.functionaldrinksnews.com No part of this periodical may be reproduced in any form, copied or stored electronically without prior permission in writing from the publisher. Every effort is made to verify all information published, but Zenith International cannot accept responsibility for any errors or omissions or for any losses that may arise as a result.

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