101201_FD_Issue 199

functionaldrinks zenithinternational newsletter This issue at a glance...

Page six US protein drink for the masses

Page four US debut of chocfull of nutrients

Page six Weight loss is now apple-flavoured

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1 December 2010

sports drinks

United Kingdom

Water-based protein revolutionises the sports nutrition category functionaldrinks spoke to Rhys Denny, Senior Brand Manager at Maxinutrition, who told us about the performance of the company's latest launch.

convenient source of protein to support muscle growth, weight loss or recovery goals. Denny added, "We also hope that away from the natural exercise and fitness environment Promax RTD will offer people a healthy thirst-quenching alternative to sugary and vitamin drinks."

We also asked Denny to tell us about what marketing plans Maximuscle has for the beverage, to which he replied, "We have advertised the product in our key print titles and will continue to do so as we move into 2011.We are also planning numerous pieces of point of sale material for the New Year to increase awareness and sales at the point of purchase."

Denny also told us that Promax RTD has already proved popular among regular protein shake consumers, many of whom have already expressed a preference for it over conventional protein 'milk shakes'. Further boosting the drink's growth, Maximuscle aims to continue educating consumers of the benefits of consuming protein as well as helping bring the sports nutrition category to the mainstream.

Maxinutrition introduced an innovative water-based protein drink aptly named Promax RTD at the end of October.The beverage is made using 100% whey protein isolate which in turn provides a rich source of branched chain amino acids (BCAA), which are essential for the creation and repair of muscle tissue.

Page two Chinese women embrace yogurt

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Issue 199

Finally, Denny confirmed that whilst there are currently no plans in place to add more variants, the company's infrastructure allows it to react quickly to changes in consumer trends, so new flavour and formula developments can be expected in the future.

In addition, Promax RTD is free from carbohydrates and fats, making it ideal for consumers following a lowcarbohydrate and low-fat diet looking to achieve a leaner and more defined physique through the 23g of protein contained in each bottle.

Promax RTD is available in Lemon & Lime and Orange variants and can be bought through the Maximuscle website and from 2011 through key retailers. Each 330ml bottle has a recommended retail price (RRP) of ÂŁ2.49.

The core consumer group, Denny told functionaldrinks, are adult males aged between 25 and 34 years. However, Denny explained that Promax RTD benefits anybody who trains regularly and is looking for a

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functionaldrinks zenithinternational newsletter Page 2 Issue 199 1 December 2010

editorial comment Welcome to the 199th issue of functionaldrinks. The end of the year is fast approaching, and with that our annual Innovation awards that will appear in the following and final issue of this year. At the same time, we have observed plenty of product launches to keep us busy guessing which products will win.

newest vitaminwater variant (see Page 7). We look at Intocell's re-launched energy microshot that now features an improved taste (see Page 3). Meanwhile, Renewal Laboratories has unveiled the results of its patent-pending technology that has allowed it to produce natural RTD teas enriched with omega-3 (see Page 4).

We also feature the launch by mix1 of a protein drink targeted at athletes and health conscious individuals (see Page 6). Meanwhile, we cover the introduction of a range of functional chocolates that promise a healthy, yet indulgent experience (see Page 4).

In Canada and the US, Leading Brands has made available its line-up of 100% juice blends to deliver high doses of nutrients (see Page 3). Over in Brazil, CocaCola Brazil has developed a local version of Powerade (see Page 5). And in the UK, we spoke with Maxinutrition about its newly added water-based protein drink (see Page 1).

We start by reporting on Danone's recently relaunched yogurts for digestive health in China, with a particular emphasis on female health (see below). Also in China, Nutrastar International has entered the beverage industry with a wellness drink made with golden grass (see Page 5).

In the US, we report on the new variant added by Celsius Holdings (see Page 6), we also preview what will be become the

Cecilia Martínez Núùez Deputy Editor cm@zenithinternational.com

functional dairy

China

Yogurt improves female 'bio'logy

BiYou is targeted at young women who are affected by irregular transit. According to the company, the yogurts contain lactobacillus and are made with selected high quality milk.

Danone has relaunched its range of yogurts for digestive transit in China.

BiYou is available in spoonable and liquid format. The spoonable format retails in multipacks of eight 100g tubs as well as individually and is available currently in strawberry flavour. Meanwhile, the drinkable version is sold in 190ml bottles also in a strawberry variant.

The line-up is the equivalent to Activia and is called BiYou (pronounced 'bio'). The yogurt was first launched in the country under a joint-venture between Danone and local Bright Dairy but is now being re-introduced by Danone alone.

Both formats feature an on-pack promotion in which consumers can win prizes. Each individual tub or bottle retails for around RMB2. www.danone-bio.cn www.danone-institute.org.cn

Similarly to its Western counterpart,

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functionaldrinks zenithinternational newsletter Page 3 Issue 199 1 December 2010

energy drinks

United States

Explosive energy

as AMAX. DynaPep acts indirectly in the body, stimulating an adrenaline response via the central nervous system, resulting in a long-lasting, explosive energy supplement without the 'crash' associated with some of the other supplements available on the market.

Intocell has relaunched its innovative energy micro-shot, DynaPep Energy, with a new packaging design and improved taste.

Intocell has undertaken a marketing campaign to promote DynaPep Energy, including sampling events, national radio, national print, internet initiatives, television commercials and national event marketing. DynaPep Energy also has a sponsorship agreement with American Le Mans Series driver Kyle Marcelli.

Originally introduced in 2008, the product claims to be the 'World's First Supercharged Energy Micro-Shot,' and contains just 4ml of liquid (equivalent to less than 1 teaspoon) but gives up to ten hours of energy.

Targeted at 18 to 45 year olds, the micro-shot has a patented formulation and time release delivery system, using nano technology for high sustained absorption.The DynaPep energy effect is the result of active ingredients derived from natural sources, and without the help of sugar.

DynaPep Energy contains a combination of phytochemicals that allow the brain to induce a state of Adrenaline Maximum Output, also known

DynaPep Energy is now available in three new flavours - Berry, Cinnamon and Mint - with more variants in the pipeline.The shot is distributed in over 40,000 locations in the US, including grocery stores, drug stores and convenience stores, with a recommended retail price of US$2.99 per MicroShot. Also available internationally, DynaPep Energy has an online distribution agreement with Evolution Nutrition Products (ENP). www.dynapep.com

wellness beverages

United States

The juice, and nothing but pure juice

variant provides the highest amount of polyphenols at 750mg per 300ml bottle.

Leading Brands has just announced the launch in Canada and the West Coast US of its range of antioxidant-rich juices.

The line-up, launched under the brand name Pure, consists of four variants, all made combining superfruits with premium wine varietal grapes. All four juices provide over one and a half servings of fruit per bottle.

PureBlue is made with wild blueberries and blackcurrants combined with Merlot, Sauvignon Blanc and Syrah grapes.This

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PureBlack contains dark-coloured fruits such as blackberries, blackcurrants and aronia berries together with the same varieties of grapes as PureBlue. One bottle of PureBlack delivers 740mg of polyphenols.

PureRed also features the same three varieties of grapes as well as pomegranate, cranberries, blackcurrants and wild blueberries, offering 660mg of polyphenols.

Finally, PureWhite is made using only three ingredients: coconut water, gooseberry-like fruit lulo and Sauvignon Blanc grapes.

All drinks are packaged in 330ml glass bottles with full shrink-sleeves to protect the beverages.

The Pure range is sold through most major health and natural stores in Canada,Washington, Oregon and California. www.leadingbrandsinc.com

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functionaldrinks zenithinternational newsletter Page 4 Issue 199 1 December 2010

functional food

United States

Choco-holics get one more reason to eat dark chocolate Hero Nutritionals, credited with being the pioneer in the US for producing gummy bears encircled with vitamins, has once again unveiled a novel product reportedly never seen before in the country.

Hero Nutritionals' enriched gummy bears were initially targeted specifically at children; however after their success and demand from parents for a product aimed at adults, the company has expanded its current range to offer products for specific age groups and nutritional needs.

At the beginning of November, Hero Nutritionals launched a range of vitaminenriched dark chocolates under the brand name Healthy Indulgence. Jennifer Hodges, founder and CEO commented, "Healthy Indulgence is made with 60 percent cacao, unlike any product in the marketplace. Our goal was to develop the most premium supplement for women that makes taking vitamins enjoyable and satisfies chocolate cravings without guilt.This product is truly a breakthrough in the supplement marketplace because of its incredible cacao quality and fine-tuned blend of vitamins,

botanicals, and nutrients, making them completely natural and utterly indulgent."

Healthy Indulgence is available in the following four variants: - Daily Wellness:Taken daily, this vanilla flavoured dark chocolate multi vitamin provides a unique blend of essential vitamins and nutrients to help ensure overall health.

- Slender:An all-natural blend of botanicals for appetite suppression and B vitamins for energy; the mochaccino flavoured dark chocolate has been clinically proven to be an effective part of a weight-loss regimen.

- Tranquility: Along with the stress-reducing antioxidants found naturally in dark chocolate, this supplement features valerian root, chamomile, vitamin C, and natural blueberry flavour to reduce stress.

- Bone Wise: In addition to providing the dailyrecommended amount of calcium, Bone Wise also includes vitamin D, known to increase calcium absorption.

All Healthy Indulgence chocolate vitamin packs come with 28 individually wrapped pieces, each providing just 39 calories apiece. Healthy Indulgence is currently available for purchase online through the brand website as well as through fine health food stores.

Each box of Healthy Indulgence retails for $28.99. http://www.healthyindulgence.com

nutraceuticals

United States

Functional tea - with or without sugar?

Renewal Laboratories, producer of functional food and beverage concepts, has unveiled what appears to be the first natural ready-to-drink (RTD) teas enriched with omega-3.

The revolutionary teas, available in sweetened or unsweetened variants, are made using high purity fish oil which, according to the company, is an ideal source of EPA and DHA omega-3 fatty acids.

The teas are targeted at a wide range of health conscious consumers as omega-3 has been proven to help lower blood triglycerides and protect against cardiovascular disease. For this,

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the company used its proprietary NatureFormed technology which has also enabled it to produce natural RTD teas enriched with other ingredients such as resveratrol, lutein and CoQ10.

Renewal Laboratories' patent pending process allows omega-3 to be transformed into watersoluble microparticles without using any chemicals. Moreover, the process eliminates the need for artificial emulsifiers or detergents thus resulting in a healthier and natural product.

Finally, the omega-3 infused teas are low calorie, all natural and can be certified organic.

Still at an early stage in the concept's development, the company has yet to confirm whether it is in talks with any beverage producers for the addition of its range of functional teas to their product lines.

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functionaldrinks zenithinternational newsletter Page 5 Issue 199 1 December 2010

wellness beverages

Brazil

Sports drink launched Brazilian style

distribution of the drinks across the country. i9 is described by Coca-Cola Brazil as Brazil's version of Powerade that allows young consumers to re-hydrate on a daily basis whilst on the go.

The entire range will receive a media push that will encompass free and paid TV, cinema and online. In addition, a special website was launched in November encouraging consumers to share what they would like to experience before they turn 30, from which Coca-Cola Brazil will choose the best ideas and use them to create more advertising featuring their authors.

Coca-Cola Brazil, in partnership with FEMSA, has added two variants to its existing range of 'hydro-tonic' drinks.

The new variants to be launched under the i9 brand are Passion Fruit and Green Grape, joining the original Tangerine and Lemon variants.

Reminiscent of a sports drink, the i9 range is packaged in ergonomic PET bottles with sports cap.

The new i9 variants have been available since November in 500ml bottles. i9 is mainly distributed in Sao Paulo, Rio de Janeiro, Belo Horizonte, Brasilia, Curitiba and Porto Alegre among others.

i9 was first introduced in mid-2008, since when both companies have been working hard to expand

www.i9bypowerade.com.br

wellness beverages

China

Drink provides energy to get gold

and kidneys as well as alleviating fatigue and boosting immunity.

Nutrastar International, producer and supplier of premium branded traditional Chinese medicine consumer products, has signed an exclusive distribution agreement for the initial launch of its functional health drink products in Changzhou, China.

The drink is made with Chinese golden grass and will be sold under the brand name Ban Ke Chong Cao. Golden grass is a type of fungus that is typically found in the north-eastern mountainous regions of China. Chinese golden grass is credited with strengthening the lungs

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The drink is targeted at white collar professionals aged between 25 and 45 who do not get adequate rest, exercise or maintain a balanced diet.

Under the current distribution agreement, around 50 supermarkets and convenience stores including Mingdu Mart, Xingte Mart,Tesco and MegaMart in Changzhou city will carry the drink.

Nutrastar President and CEO, Lianyun Han, explained, "With an initial Changzhou distributor in place, we are ardently focused on further expanding our distribution channels and our products' presence into other key cities/areas within Jiangsu province and the affluent Yangtze Delta regions initially, and then gradually into other parts of China. Expanding into the beverage market will not only provide increased revenues and areas of growth but will also enhance Nutrastar's position as the leading provider of premium branded traditional Chinese medicinebased consumer products."

Ban Ke Chong Cao will be available in individual 210ml aluminium cans.

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functionaldrinks zenithinternational newsletter Page 6 Issue 199 1 December 2010

nutraceuticals

United States

Natural solution for weight management Celsius Holdings, producer of the successful weight management drink Celsius, has just unveiled yet another variant that will join its existing portfolio.

The new drink is Apple Orchard Blend flavour and is described by the company as having a smooth, crisp taste that is naturally sweetened thanks to its steviabased sweetener. As with the rest of the line-up, the new drink also features MetaPlus, the formulation that has been scientifically shown to burn calories, reduce body fat, energise metabolism, and provide lasting energy as it includes green tea with

EGCG, ginger, caffeine, calcium, chromium and vitamins C and B. The drink contains no sugar, artificial sweeteners, flavours, colours or preservatives and is very low in sodium.

Irina Lorenzi,Vice President of Innovation and Marketing, added, "Celsius is known for its great taste and scientifically proven pre-exercise benefits. Consumers that choose Celsius are seeking healthier choices, and many of our customers have long anticipated a stevia sweetened version of Celsius. We are thrilled to be able to deliver Apple Orchard Blend, a great tasting flavour."

Celsius Apple Orchard Blend has been available in white, sleek 12oz cans since late November. The beverage will be distributed through the natural, health and specialty food channels.

www.celsius.com

wellness beverages

United States

A lighter whey to fuel your workout

oil and antioxidants equivalent to three servings of fruits and vegetables.

mix1 Beverage Company has launched a lighter, lower calorie version of its All-Natural Protein Shakes.The new products, mix1 Lean Performance Shakes, contain 90 calories and are designed to be used pre-workout to fuel athletes' activity or post workout to provide optimal recovery nutrition.

Each 11oz bottle contains 10g of premium whey protein isolate, 10g of carbohydrates, 3g of soluble fibre, 1g of heart healthy fat from olive

"We received a lot of feedback from people looking for a lower-calorie, lower-sugar protein shake," said John Burns, CEO of mix1. "Over the last few years consumer demand for protein shakes has been increasing rapidly. Elite athletes were the initial customers, but now everyday athletes recognise the importance of incorporating protein into their workout routine."

Lean Performance Shakes are available in açaípomegranate and orange-twist flavours, and are all-natural, with no preservatives or artificial ingredients.They are also free of lactose, gluten and soy for easy digestibility.

The mix1 Beverage Company was founded in 2006 and aims to "promote athletic performance and overall health through allnatural products that deliver truly functional nutrition." All mix1 products are sold nationally at Kroger,Whole Foods Market, Publix, Stop & Shop,Vitamin Shoppe, along with other grocery retailers across the United States.

www.mix1life.com

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functionaldrinks zenithinternational newsletter Page 7 Issue 199 1 December 2010

enriched beverages

United States

Drink helps consumers achieve a 'stur-d' body

TCCC has also pointed out that Stur-D is the first beverage in the country to be naturally bluecoloured through the use of fruit juice. The only variant in the line-up to contain 5% fruit juice, Stur-D is blue agave-passion fruit-citrus flavoured.

Matt Khan, Senior Vice President of Brand Marketing, commented, "This has truly been an exciting year for the vitaminwater trademark from the successful launch of vitaminwater zero to a breakthrough in industry innovation like vitaminwater Stur-D. These are true testaments to vitaminwater's commitment to meeting consumers' needs and ever evolving lifestyles."

The Coca-Cola Company (TCCC) has unveiled another addition to its extensive range of GlacĂŠau vitaminwater.

Reportedly a breakthrough in the enriched beverages category, the new drink contains both vitamin D and calcium for bone strength, a first, according to TCCC.The aptly named Stur-D beverage, delivers 120% of the daily value (DV) of vitamin C, which helps produce collagen and in turn supports joint health, in addition to 40% DV of vitamins B3, B5, B6 and B12. It also provides 10% of the DV of vitamin D and calcium per 8oz serving.

Stur-D will be officially launched in December 2010 and will be sold through grocery, convenience and drugstores across the US alongside other vitaminwater variants. A single 20oz bottle of Stur-D retails for US$1.49.

www.glaceau.com

functionaldrinks in brief

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Europe

UK: Maxinutrition has asked retailers to devote a section to sports nutrition products, having just launched the country's first waterbased protein shake. Promax RTD is available in Orange and Lemon & Lime variants that retail for ÂŁ2.49 apiece.

48% by 2015. Bairner added, "The good news for retailers is that even though it's already a high value category, the third biggest soft drinks subcategory in total market, and the biggest soft drinks sub-category in Impulse, penetration remains low at just 38%, meaning that there are still huge opportunities for additional growth."

Coca-Cola Enterprises (CCE) has introduced Powerade Zero, the first sports drink to be calorie and sugar free on the market. Powerade Zero was launched in Berry & Tropical and Red Fruits variants.

According to research conducted at the University of Edinburgh, people who consumed 500ml of pomegranate juice for four weeks had lower probabilities of storing fat in the stomach area as well as having lower blood pressure.

According to Doug Bairner, Head of Category Marketing at Red Bull, the sports and energy category has the potential to grow by at least

North America

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US: FutureCeuticals, producer of patented coffee berry products, has announced its range of

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functionaldrinks zenithinternational newsletter Page 8 Issue 199 1 December 2010

functionaldrinks in brief products have been awarded GRAS (Generally Recognized as Safe) status for use as antioxidants in food and beverages.

Following on from the Federal Trade Commission (FTC)'s complaint on health claims made by Pom Wonderful, the pomegranate juice company has insisted that it does not claim its products act as drugs but that the company communicates through advertising the science related to pomegranates.A spokesperson for Pom Wonderful said, "We stand behind the vast body of scientific research documenting the healthy properties of Wonderful variety pomegranates.

We believe the Commission is acting beyond its jurisdiction, exceeding its authority, and creating a new regulatory scheme that attempts to treat our juice as a drug, which it is not."

Joint Juice has appointed David Ritterbush as new CEO effective immediately. Ritterbush joined the company in 2009 as COO and before that had been General Manager at Red Bull North America (RBNA).

Adina for Life has revealed it intends to launch a line of zero calorie herbal beverages that will accompany the full-calorie range as well as its line of canned and bottled coffee drinks.

According to Function Drinks co-founders, Josh Simon and Dayton Miller, the company has re-refined its business plan and is focusing more on growing from its existing retailer base as well as reshuffling its portfolio so it is not too broad as was the case before.

According to research, energy drinks returned to growth during the first half of 2010. Overall volume growth averaged 6.3% with Rockstar posting the best performance at 12.7%, followed

by Red Bull and Monster respectively at 12.4% and 10%.

Title Beverage Distribution, fully-owned

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Laura Knight 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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subsidiary of Blue Gem Enterprise, has announced that its Title sports drink will be sold through all Publix supermarkets across Florida.

This is the first chain to carry the sports drink after a successful controlled test in South Florida.

Açaí juice company Sambazon has launched a campaign called 'Real Deal Açaí' to educate consumers on the benefits of the fruit and teach them to recognise misleading marketing tactics.

Furthermore, the company claims that 'whole food' açaí' is the unfiltered whole berry that contains antioxidants, omega fats, fibre and protein but not many products in the market state whether they contain diluted or whole açaí'.

World

According to statistics from the World Health Organisation (WHO), almost 23.7 million people will die from cardiovascular disease between 2009 and 2030. On the back of this, sales of yogurt for heart health grew an astounding 205% between 2005 and 2009, compared to 46% growth of probiotic yogurt globally.

At a forum organised by DSM, the company discussed several new and pending studies that demonstrate that poor nutrition is growing among affluent countries despite good access to nutritious foods and nutritional campaigns.The company warned that this could exacerbate agerelated health problems.

According to the Irish Food Board, Bord Bia, the global probiotics market is currently dominated

by Japan, Europe and the US. Japan is still first place with a market valued at around US$9 billion with the EU and US behind at US$6.5 billion and US$7.1 billion respectively.

Mexico: According to recently published data, sales of energy drinks through supermarkets grew 21% in July 2010, compared to the same month in 2009. Isotonic drinks meanwhile saw sales rise by 5% during the period.

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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