101124_FD_Issue 198

functionaldrinks zenithinternational newsletter This issue at a glance...

Page four Coconut water for athletes in the US

Page five Finnish families get milk for all

Page three Spanish sports drinks evolve

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24 November 2010

nutraceuticals

United States

New shot to ease sore heads

alcohol-associated side effects.

A newly launched beverage from US-based Afterglow Beverage Company promises to prevent or minimise the debilitating effects of a hangover after a night on the town.

Hangover Gone firstly uses the antioxidant cysteine, and succinic and fumaric acids to assist the body break down acetaldehyde. Secondly it contains glucose to provide the extra fuel needed for cellular metabolisation. Finally, it uses a blend of herbs, vitamins and minerals to help rid the body of harmful toxins.The included herbs are milk thistle, artichoke, goji berry and ginger extracts.These are known for their detoxifying qualities, whilst B and C vitamins are including for their antioxidant properties.

Jason Walter, owner of Afterglow Beverage spent 18 months perfecting the formulation for Hangover Gone as he could "see the potential for a hangover prevention product that really works, not another myth or gimmick."

The liquid shot-style product called Hangover Gone uses a three stage proprietary process to ward off the headaches, fatigue, light and sound sensitivity, stomach irritation, dizziness and nausea associated with a hangover.

Packaged in a 2oz bottle, its small size makes it convenient to carry around.

The company suggests that for best results Hangover Gone should be taken while consuming alcohol, with one bottle for every four to six alcoholic beverages.

When alcohol is consumed it is metabolised in the body. As part of this process, the compound acetaldehyde is created when the alcohol in the liver is broken down. As acetaldehyde is much more toxic than alcohol, it is said to be a major cause of

Page three Delicious yet nutritious juice

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The sour cherry flavoured drink is priced at US$3.00 per bottle and is available via convenience stores, drug stores, nightclubs and online at the company's website.

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functionaldrinks zenithinternational newsletter Page 2 Issue 198 24 November 2010

editorial comment Welcome to the 198th issue of functionaldrinks. Despite the potential hurdles companies can face in Europe when making health claims, especially those that are relatively new to the region, some manufacturers have not been discouraged from pursuing opportunities in the nascent alertness and relaxation category as we saw last issue with the launch in Germany of night-time milk crystals by Milchkristalle. In this issue we report on the introduction of a rice-based drink with a similar positioning in Spain (see Page 4).

Another trend observed by functionaldrinks is the increased blurring between intrinsically healthy coconut waters and active ingredients.

PepsiCo recently unveiled the brand name of a coconut water-based drink it plans to launch next year for consumers wishing to rehydrate naturally (see Page 4).

Also in the US, we report on Odwalla's newest Superfood Smoothie enriched with plant sterols (see Page 3) whilst Vitalize Labs has added an energy drink to its energy drink mix brand (see Page 5). And for those consumers who are looking for the ultimate hangover cure, aptly named Hangover Gone has unveiled its small yet potent potion (see Page 1).

In France, retailer Leclerc has added a colourful juice-based energy drink to its own-brand portfolio (see Page 6) and Swedish First Class Beverages of Sweden recently revealed that its 100% organic energy drinks will be sold in the country (see Page 7). Meanwhile, Coca-Cola España has added a new variant to its sports drink brand as well as introducing for the first time a powdered version of its most popular flavour (see Page 3).

Always on the lookout for innovation, Valio has added a milk with higher levels of key nutrients that is beneficial for the entire family and can even withstand moderate heat (See Page 5). In the UK, probiotics specialist Ganeden Biotech has announced that its proprietary strain that can withstand manufacturing processes is now available in the country (see Page 6).

Finally, we look at the developments made by convenience store consortium Musgrave Group on its value sports and energy brand (see below).

Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com

energy drinks

United Kingdom

Energy and sports brand targets success Musgrave Group, owner of Budgens and Londis convenience stores, has spoken out about the performance of its own brand sports and energy drinks.

The range, launched under the brand name Dart, was unveiled earlier in 2010 and reportedly has since already sold 250,000 packs or over 13,000 cases. Currently, the Dart brand is composed of a glucose drink in Active Orange Energy flavour in 380ml bottles; Dart Isotonic sports drink in orange variant (500ml sports cap bottle) and Dart Stimulation Drink in 1 litre PET bottles as well as 250ml slim cans.

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Budgens and Londis Trading Director,Willie Hamilton, said, "Through brands that are different and better, we continue to develop our own brand range, strengthening the Budgens and Londis reputations for value.With more and more people now drinking sports/energy drinks I'm convinced that this drink meets the brand essence of both Budgens - real food for today's communities, and Londis - all you need for everyday living."

Convenience multiples are not the only players capitalising on own-brand or value energy or sports drinks. In fact, Boost Drinks has been busy supporting its range of energy drinks with its first ever direct to consumer campaign launched this year and a renewed focus on new product development.

Should this trend continue, the value segment of sports and energy drinks is set to become ever more competitive - which can only be a good thing for consumers.

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functionaldrinks zenithinternational newsletter Page 3 Issue 198 24 November 2010

sports drinks

Spain

Drink em'power's athletes and sports enthusiasts alike Even though this year's World Cup is long gone, Coca-Cola Espa単a continues to profit from the sporting event that saw Spain crowned champion with two new offerings under its Powerade brand.

The company recently introduced another readyto-drink (RTD) variant, Mango Green, to the existing four-strong portfolio of Citrus Charge, Ice Storm, Blood Orange and Powerade Aquaplus.

Powerade Mango Green is available in the usual 500ml sports cap bottle.

The second new offering, a powdered variant simply called Powerade Powders, is also a first for the country and offers better value for money for consumers, enabling them to make up to six litres with one tub.The powdered format is currently

available in 480g tubs in Ice Storm variant.

According to the company the drink can be prepared by diluting two spoons of the powder in 500ml of water.

According to industry sources, Powerade Ice Storm is the most popular flavour in the country, boosted by the fact that Powerade is the preferred choice amongst elite athletes, with an estimated 47% share of the total.

Both new products are targeted at sports active consumers needing to replenish liquids, electrolyte levels and energy, irrespective of duration or intensity. Moreover, Powerade Powders offers more convenience to consumers as it takes less storage space and is cheaper than its RTD counterparts.

In a bid to promote Powerade Powders, CocaCola Espa単a has launched a promotion in which consumers can buy tubs that come with reusable plastic bottles which the company claims are similar to those used by the 2010 FIFA World Cup players.

Powerade Powders and Powerade Mango Green have been available in the country since September 2010. www.powerade.es

nutraceuticals

United States

Super smoothie supports heart health

the plant sterols found in the smoothie may help to reduce cholesterol and support cardiovascular health when consumers drink two 8oz servings daily with meals as part of a diet low in saturated fat and cholesterol.

Coca-Cola owned US-based juice and smoothie producer Odwalla has added a new functional smoothie to its Superfood range.

Jason Dolenga, Brand Manager at Odwalla, explained, "With its great berry taste, this new Superfood smoothie is so delicious that you might not realize that it's good for you. But your heart will know."

The existing Superfood line-up includes Original Superfood with spirulina and chlorophyll; Berries GoMega with ALA omega-3; Red Rhapsody with rooibos tea, beets and tomatoes; and Pink Poetry in support of Breast Cancer Research Foundation and with essential nutrients for women.

The new Odwalla Heart Health Superfood contains a mix of apple, peach, banana and strawberry juice as well as a touch of purple boysenberry puree and Concord grape juice. Each 8oz serving (about two per bottle) provides 350mg of potassium which is essential for a normal heart rhythm, 0.4g of naturally sourced plant sterols as well as 10% of the recommended daily allowance (RDA) of vitamin C.

Odwalla Heart Health Superfood is available in 450ml bottles and distributed through natural food stores, select supermarkets and specialty outlets across the country since mid-September.

In addition, according to the company,

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functionaldrinks zenithinternational newsletter Page 4 Issue 198 24 November 2010

wellness beverages/sports drinks

Coconut water 'phenom'enon kicks off PepsiCo has announced its partnership with nutritional products retailer GNC for the launch of a nutrient-enriched coconut water.

Under the agreement, the new drink that will be called Phenom (pronounced fee-nom) is expected to be launched in the second quarter of 2011.The move comes at a time when other players in the soft drinks industry are also exploring the potential of coconut water as a natural hydration drink and more recently as a drink that, with the addition of key nutrients, can be turned into a fully functional beverage. Recent examples of this include O.N.E Active by O.N.E.World Enterprises (see functionaldrinks issue 181) as well as Nesfluid by NestlĂŠ (see functionaldrinks issue 189) unveiled in August and, just in the last issue, VPX Sport with Coco Fit+.

Although PepsiCo already sells coconut water under its Naked Juice brand, Phenom will seek to address the health and wellness needs of a wide range of active consumers to help them with

United States their daily regimen.

Phenom will be launched through all GNC stores in the country as well as through its website www.gnc.com.According to PepsiCo, the decision to launch Phenom exclusively through GNC stems from the success of the retail launch of the Gatorade G Series Pro range through the stores in May. PepsiCo Beverages Americas CEO Massimo D'Amore commented, "Phenom is perfectly positioned at the intersection of health and wellness and natural hydration.This is an exciting new phase of our relationship with GNC. As our partner, they are a strong brand and provide well recognized capabilities in the health and wellness space. Phenom will leverage these strengths in combination with PepsiCo's scale and leading coconut water know-how.We see a bright future for the Phenom initiative, by meeting the growing needs of US consumers with a great-tasting beverage."

There are as yet no details as to the exact composition of the drink or its look or packaging. However, once it is unveiled, it will be interesting to see whether coconut waters in general benefit from the push that a mogul like PepsiCo can provide to a brand.

Watch this space! www.pepsico.com

nutraceuticals

Spain

Sedative properties of plants exploited

Soria Natural, leading Spanish producer of plant-based medicinal products, has unveiled a rice drink with an unusual positioning.

Named SedActiv, according to its producer, the drink not only helps consumers get a good night's sleep but also helps prevent anxiety.The rice drink contains extracts of lime blossom, melissa and

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orange flower which are all renowned for their relaxation properties. In addition, SedActiv has a pleasant vanilla taste and only 78 calories per 100ml. According to the company, SedActiv is best served cold.

The rice drink is sold in packs of three 85ml bottles, featuring an image of a sleeping person, and is available through a wide range of health stores and pharmacies across the country as well as online through select independent retailers.

Each three-pack of SedActiv retails for â‚Ź2.75.This new addition joins Soria Natural's MemoActiv, TensiActiv and ColesActiv for memory, blood pressure and cholesterol respectively.

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functionaldrinks zenithinternational newsletter Page 5 Issue 198 24 November 2010

energy drinks

United States

Berry interesting new energy shot

pomegranate, mango, açai, maqui berry and grape seed.

New York-based Vitalize Labs has extended EBoost, its energy drink mix brand, into the ready-to-drink energy shot arena.

The original powdered drink mix was launched by restaurateur John McDonald and business partner Josh Taekman in 2007, and has since gained listings in retailers nationwide.

However with the current trend for liquid energy shots, the duo saw an opportunity to expand the range with a more convenient pre-mixed version.

EBoost Super Berry Liquid Shot is packed with vitamins, minerals and antioxidants, including resveratrol, quercetin, vitamins C, D, B6, B12, chromium, zinc and green tea. It is also formulated with superfruit extracts of blueberry, blackberry,

At just 15 calories per 2oz (60ml) bottle and containing no sugar, artificial colours and flavours, the company claims that Super Berry Liquid Shot provides a healthy, sustained energy boost, without the crash associated with some other energy shots.

The berry flavoured shot is designed to be drunk daily to help strengthen the body's immune system, improve focus and concentration and boost the body's resilience to the physical demands of stress, jetlag, hangovers and more.

A box of 12 bottles retails for US$39 from the company's website, with individual bottles available to purchase from selected retailers across the US including Duane Reade, C.O. Bigelow and Bed, Bath and Beyond. www.eboost.com

functional dairy

Finland

One milk for the whole family Finnish dairy specialist Valio has unveiled an enriched milk that is suitable for the entire family thanks to its improved nutrition over regular milk.

According to Valio, Maito Plus is a fatfree milk that has a rich flavour and, compared to regular skimmed milk, contains 50% more protein at 12.5g, 50% more calcium at 450mg and 100% more vitamin D at 5Âľm for each 250ml glass. Maito Plus is also a good

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source of B vitamins and potassium.

Valio states that its newest product helps promote the building of strong bones and maintain their strength. In addition, the protein helps muscle recovery after exercise, enhances muscle building and with calcium boosts weight loss.

According to Valio, Maito Plus is suitable for consumers of all ages including children, adolescents, athletes and the elderly.

Furthermore, Maito Plus' versatility extends to its use as an ingredient in cooking as long as the milk is not boiled.

Maito Plus is packaged in 1 litre cartons and is sold alongside other Valio products across Finland.

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functionaldrinks zenithinternational newsletter Page 6 Issue 198 24 November 2010

ingredients

United Kingdom

New probiotic strain takes on the world

GanedenBC30 can withstand manufacturing processes such as boiling, freezing, extrusion and baking. The strain is able to remain intact due to the fact that it is a spore-forming bacterium, meaning that inside the bacterial cell is a hardened structure or spore that resembles a seed.

Following on from the news covered in the last issue of functionaldrinks of the launch of Mojo Milk, probiotics specialist Ganeden Biotech has announced a deal to supply one of its strains to the British market.

Joy Thomas, Business Manager Health and Food at Cornelius, explained, "This spore safeguards the cell's genetic material from the heat and pressure of manufacturing processes, challenges of shelf-life and the acid and bile it is exposed to during transit to the digestive system. Once it is inside the small intestine, the viable spore is then able to germinate and produce new vegetative cells or 'good bacteria'."

Under the agreement, USbased Ganeden will see ingredients distributor Cornelius selling GanedenBC30, the same strain used in Abunda Functional Foods' Mojo Milk (see issue 197).

The strain is suitable for a wide range of applications that include hot tea, bakery products, frozen yogurts and cereal bars.

In the US, GanedenBC30 is available in other products such as Bigelow's Herb Plus Probiotics tea, Red Mango's frozen yogurts and iced teas (see issue 168 of functionaldrinks), artisanal chocolate produced

by Agostini and certain dairy products by Guernsey Farms Dairy. www.ganedenlabs.com www.cornelius.co.uk

Unlike other strains that have a short life,

energy drinks

France

Colourful and juicy alternative to energy drinks

75% of the total content), followed by apple juice (23%) whilst pomegranate, cranberry and elderberry juices comprise the remainder.

On the energy side, Jean's Energy delivers through its content of guarana extract, caffeine (31.5mg per 100ml) and vitamins B3, B5, B6 and B12.

French retailer Leclerc has jumped on the bandwagon of juice-based energy drinks with an ownbrand offering.

Despite the criticisms, Leclerc has surpassed other retailers in that it has created an energy drink that is clearly distinct to regular branded and own-brand beverages.This is reflected particularly in the drink's vibrant colouring and unusually shaped transparent bottle ensuring that it stands out from competing brands.

Under its umbrella brand Repère, Leclerc recently launched an energy drink called Jean's Energy. Jean's Energy is described as a pomegranate and cranberry juice-based energy drink, which has already led to criticism since the drink is primarily composed of sparkling water (around

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functionaldrinks zenithinternational newsletter Page 7 Issue 198 24 November 2010

energy drinks

France

The organic revolution extends to France

lettering and also contains the word Slim. The variant has no added artificial sweeteners and contains 33% fewer calories than the leading regular energy drink as it is sweetened with agave syrup and cane sugar. Moreover, the drink is free from taurine - as is the male version - and is described by the company as having a light taste of cassis.

White Tiger Slim uses organic caffeine from guarana, green tea and kombucha tea which is considered to have a detoxifying effect.

First Class Beverages of Sweden launched its new White Tiger branded energy drink on the French market at the recent SIAL trade fair, held in Paris in October.

Both energy drinks, packaged in 250ml slim cans, are 100% organic and have been certified Fair Trade.

Another notable beverage showcased at the trade fair is a cane drink from the French island of Guadeloupe named Kanasao, produced by a company of the same name.

Reportedly, islanders commonly drink the juice which is said to be naturally rich in vitamins whilst also providing an energy surge thanks to its natural sugar content. The drink's producer revealed that it is planning to launch two new grapefruit and lemon-flavoured variants.

White Tiger, already available in its native Sweden, is available in 'male' and 'female' variants. The male version contains 32mg of caffeine per 100ml, vitamins B2, B3, B5, B6 and B12 and is sweetened using glucose and sugar. The male, or regular White Tiger, features a sleek white can with blue letters.

Meanwhile, its female counterpart uses pink

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functionaldrinks in brief

Europe

UK: According to reports, the market for functional foods with bone health positioning grew 6.8% in the year to March 2010. However, it remains a niche market with sales of only ÂŁ38 million, compared to the overall functional foods category worth ÂŁ556 million.

North America

US: Dream Products LLC, producer of Dream Water, has announced its relaxation shot will be placed at all Walgreens stores. Dream Water was first launched at the beginning of 2010 through Duane Reade stores.

VPX Sports has been promoting its High Protein Rush milkshake in the trade press.The company highlights that the drink has been independently tested for heavy metals and that it

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contains less sugar, fat and carbohydrates than the leading brand.

According to recent research, energy shots sales are forecast to grow 147% in current prices between 2010 and 2015. According to the study, around 80% of consumers drink energy shots for an energy boost, compared to 71% of those who opt for energy drinks.The top brand with an astonishing 81.8% share remains 5-Hour Energy followed by Red Bull at 4.9%.

In other news, figures of the year-to June 2010 sales performances of the top ten energy drink brands in the US have shown that over half of established brands actually saw a decline in sales of up to 56%, as was the case of Monster XXL. Nevertheless, brand shares remained largely static with Red Bull owning 38.3% followed by

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functionaldrinks zenithinternational newsletter Page 8 Issue 198 24 November 2010

functionaldrinks in brief Monster Energy at 12.4%.

HP Ingredients, producer of standardised botanical extracts, has announced results of a clinical study that reveal that citrus bergamot can help lower LDL cholesterol and blood sugar levels. In light of this, the company has just made available an extract powder and will soon add a liquid concentrate.

India: Contrary to previous announcements by the company, Coca-Cola India decided against launching its sports drink brand Powerade during the recently held Commonwealth Games 2010.

Nevertheless, the company imported the drink to supply it to the over 7,000 athletes that took part.

Coca-Cola India has also said it has no immediate plans to formally launch Powerade in the country.

Bond Laboratories has announced its antihangover drink Resurrection will be sold in and around Emory and Georgia Tech universities in the state of Georgia.

Research conducted at University of California Irvine has uncovered that markedly depleted levels of DHA omega-3 in brain tissue may be due to the liver's inability to produce the fat, which is where most brain DHA is produced. Low levels of DHA have been previously associated with Alzheimer's disease, although the direct cause of the disease has yet to be discovered.

Red Bull North America (RBNA) and Red Bull GmbH have obtained a general exclusion

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Charmaine Holmes Commercial Consultant: Matt Wilton 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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World

It has been estimated that between January 2009 and June 2010 new product launches of beverages with heart health positioning led the way.The top two ingredients used globally in beverages include vitamin E and phytosterols at 28% and 26% respectively.

POM Wonderful has sued the Federal Trade Commission (FTC) for violating the company's right to free speech.The move comes after the FTC instated a new standard for evaluating deceptive advertising.

POM Wonderful claims that this is the remit of the Food and Drug Administration (FDA), not the FTC.

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order from the International Trade Commission which prohibits the entry to the US of 'grey' or unauthorised Red Bull drinks. Unauthorised products include those that infringe on any marks or designs confusingly similar to Red Bull's or are otherwise misleading as to the source, origin or sponsorship.

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Israel: According to recently published research from the University of the Negev in Israel, higher blood levels of calcium and vitamin D were associated with increased weight loss. In the study, participants who had average calcium intakes of 850mg and vitamin D blood levels of 30.2ng, recorded a 5.3kg loss during the two-year intervention trial.The researchers concluded that incremental increases in calcium from dairy sources were associated with an increase in the likelihood of weight loss.

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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