functionaldrinks zenithinternational newsletter This issue at a glance...
Page four Japanese demands satisfied
Issue 202
ingredients
Spain
New peptide naturally helps lower blood pressure Spanish biotechnology specialist Innaves recently unveiled a proprietary ingredient that helps control hypertension. Lowpept, as the ingredient has been named, is scheduled to appear in an own-brand yogurt produced by local dairy company Senoble.
Page three Yogurt and tea mix in South Africa
Page five Americans get a drink for love
Page six British men get cold comfort
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26 January 2011
Lowpept is made with two peptides derived from cow's milk protein.The development of the ingredient lasted four years, with the initial product being in the form of a powder with a very strong bitter taste. Innaves had to overcome this problem to ensure that the addition of Lowpept to dairy products did not affect taste or stability. Although there are already other similar ingredients in the market, the company claims that they are less effective.To determine the ingredient's effectiveness, the researchers at Innaves recruited 34 participants who suffer from hypertension, who were asked to eat either a plain yogurt or one enriched with Lowpept on a daily basis. After
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six weeks, those who consumed Lowpept daily reported a drop in blood pressure to below the level at which people start to be considered as having hypertension. Meanwhile, those taking the placebo yogurt did not experience any drop in blood pressure, nor did it effect blood pressure in healthy people who were also asked to consume the enriched yogurt for six weeks. The announcement of the imminent launch of a Lowpept-enriched yogurt has brought about questions with regards to the price differential between branded functional ingredients, notably Danone's functional portfolio.The argument for the price premium paid for functional products is that companies invest large sums of money to develop products with demonstrated efficacy. However, Lowpept will be included in a private label product that received financial help from the Spanish government for its development. So it remains to be seen whether the only way in which functional products can make it to private label is with financial help from governments or other institutions, or whether it can be economically viable for companies like Innaves to develop ingredients for private label offerings. The launch of the Lowpeptenriched yogurt is scheduled for March.
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functionaldrinks zenithinternational newsletter Page 2 Issue 202 26 January 2011
editorial comment Welcome to the 202nd issue of functionaldrinks.The newsletter has covered in the past some weird and wonderful beverages. However, we recently came across a new enriched bottled water that intrigued us very much! The water is called Blk water and is enriched with fulvic acid.The acid has a small molecular system and is said to help increase the pH of water as well as helping with chelation of heavy metals. Blk water is also said to help increase metabolism and act as a free radical scavenger, however, despite its health credentials, it may take a while to convince consumers to drink a bottled water enriched with an unknown acid and that is also black in colour!
a rooibos-rich yogurt with noteworthy antioxidant properties (see Page 3). Also antioxidant is a new organic juice by German Solutions Vertriebs (see Page 4), whilst Haus Rabenhorst has added a new variant under its healthy juices for senior consumers (see Page 5). In the UK, the cold season is in full-swing, but Manflu has made a timely entry with a drink that claims to soothe males suffering with cold or flu (see Page 6). Also new in the UK is a sugar-free variant by Coca-Cola Enterprises (CCE) of its leading energy drink brand Relentless (see Page 3). In Spain, we see the launch of a new sports drink by Suntory subsidiary Orangina Schweppes (see Page 6) and the development of a new peptidebased ingredient with cholesterol-lowering properties claiming to be more efficient than other ingredients in the market (see Page 1). In France, we cover the entry of XL Energy with its entire portfolio which should help it differentiate itself from the stiff competition it faces (see below). We also report on Harcos' newest drink, just in time for Valentine's Day (see Page 5).
Still functional but not so strange is the launch of a collagen enriched drink by Suntory, as part of a line-up designed to help those with busy lifestyles to make healthier beverage choices (see Page 4).
Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com
In South Africa we report on the introduction of
energy drinks
France
Extra large energy drink range debuts in France
(see Issue 194), XL Energy has introduced its entire range to the French market. In comparison to other existing energy drink brands, XL Energy has a comprehensive range consisting of regular and sugar-free drinks, an energy shot and Cranberry and Lime & Lemon variants. Further differentiating itself from other offerings in the market, XL Energy is the first beverage to be certified Halal and Kosher.
Poland's leading energy drink producer XL Energy has added yet another country to the growing number of markets where its eponymous energy drink can be found.
Currently, XL Energy is sold through select supermarkets in Paris, with distribution to be expanded in the future. A 250ml slim can retails for approximately €1.19 whilst the 60ml energy shot retails for around €1.70 apiece.
Shortly after launching two variants to its portfolio back in October 2010
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functionaldrinks zenithinternational newsletter Page 3 Issue 202 26 January 2011
energy drinks
United Kingdom
Drink breaks free from sugar Coca-Cola Enterprises (CCE) has unveiled for the first time a sugar-free variant under its popular energy drink brand Relentless. The new variant is called Libertus and contains only 20 calories per 500ml can. Libertus is formulated with the same amounts of caffeine, taurine and vitamins B6 and B12 as Relentless Origin as well as sharing the same taste. According to CCE, Libertus was designed to meet the consumer need for mental renewal and recharging without the sugar, as well as to offer consumers more choice when shopping. In addition to the launch of Libertus, CCE is unveiling a new look for the entire Relentless line-up that will feature the well-known Relentless logo on one side and an eyecatching insignia on the other to further stand out from the competition and allow retailers to alternate between a facing of the insignia or the Relentless logo.
Other changes to the brand include renaming Juiced Tropical and Juiced Berry to Immortus and Devotion respectively; and across the entire range flavour descriptors will feature prominently on the front of pack. Stuart Agates, Head of Energy at CCE, commented, "Relentless continues to offer retailers a great sales opportunity, it's performing extremely well and is now worth ÂŁ52.2 million. 90% of Relentless shoppers want diet drinks on the go, so the launch of Libertus is a great addition to the brand portfolio. It will increase shoppers' choice in diet energy and offer new usage occasions, adding additional value to the energy sector." Agates added, "Relentless is an exciting, innovative brand and the new insignia and eye-catching pack design across the range will create strong instore presence for shoppers. Our multi-million pound marketing campaign in 2011 will continue its association with music, action sports and motor sports, including headline sponsorships of major festivals in Great Britain." Libertus and the redesigned Relentless variants will hit retailers across the UK throughout January. www.relentlessenergy.com
functional dairy
South Africa
Cancer-fighting yogurt drink
yogurt 'shot' provides the suggested daily intake of six cups of rooibos tea.
South African Fair Cape Dairies has launched a new low-fat drinking yogurt, Rooiboost. Introduced to the market in October last year, Rooiboost contains rooibos extract supplied by Rooibos Ltd. Studies have shown that rooibos significantly increases the levels of the antioxidant glutathione. Glutathione is produced naturally inside the body but decreases over time as we age and due to other negative factors such as smoking. It increases the body's ability to fight off free radicals that cause ageing and immune system deterioration, reducing the risk of heart disease and cancer. Aimed at men and women aged 25-60, the product carries the endorsement of the Cancer Association of South Africa (CANSA) and each 100ml drinking
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Joel Serman, Commercial Manager at Fair Cape Dairies says that the product is an innovative and convenient way for consumers to get the daily recommended intake of rooibos: "The studies conducted on the efficacy of Rooibos were conducted at a level for six cups of Rooibos tea per day; very few people find it plausible to drink six cups of rooibos tea a day, but with Rooiboost we put six cups of tea worth of Rooibos into one 100ml drinking yogurt shot, therefore, you are getting your daily antioxidant boost in one go". Rooiboost can be purchased in supermarkets and convenience stores throughout South Africa, including Shoprite, Checkers, Spar, OK, Fruit & Veg City, Pick n Pay Hyper Ottery and Brackenfell and selected Pick n Pay stores in Gauteng. Promotional activities underway include in-store demos and point of sale promotions.The recommended retail price is R14.99 - R17.99 for a 4-pack of 100ml drinking yogurts.
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functionaldrinks zenithinternational newsletter Page 4 Issue 202 26 January 2011
wellness beverages
Germany
Oxidise your way to youth German fruit juice company Solutions Vertriebs has announced plans to unveil new additions to its antioxidant-rich Oxitien product at the upcoming Bio-Fach event in Nuremberg on 16-19 February 2011. To be presented with the tagline "Nicht nur Bio, sondern Funktional" ("Not only organic, but also functional"), the new antioxidant juices are organic certified and designed to produce a specific health benefit. Positioned as the first juice to feature the naturally antioxidantrich
combination of elderflower, pomegranate, black carrot and red grape, the company's existing Oxitien 100 claims to have anti-ageing properties, as well as strengthening the immune system. Looking at the individual fruits and vegetables in isolation, pomegranate is characterised by its high content of bioactive ingredients, namely polyphenols and antioxidants. Meanwhile elderflower has a fairly high flavonoid and fruit acid content, good sources of vitamins, minerals and trace elements. As such, elderflower is known to fight against free radical damage and to bolster immunity. Black carrot is reported to have a 40% higher beta-carotene content compared to the more common orange carrot and, with the added benefit of red grape, Oxitien 100 can therefore be considered as a nutritional powerhouse of antioxidants, flavonoids, betacarotene, vitamins A and C, calcium and protein. Free from added sugar and preservatives, the antioxidant juice can be found in select stores and pharmacies across Germany, where it has been available for purchase since March 2010 for a price of â‚Ź3.99 per bottle.This will shortly be joined by additional variants, according to reports.
www.solutions-vertrieb.de
enriched beverages
Japan
Drink seeks a partner for life
introduced and according to the company was developed in response to consumer feedback requesting a better tasting and convenient collagen drink.
Always at the forefront of innovation, Suntory has unveiled another drink under its 'Life Partner' series of functional drinks.
Collagen White contains 1,000mg of collagen and 100% of the recommended daily allowance of vitamins B3 and B6 and only 100 calories per bottle. In Japan, collagen has long been commonly added to beverages, and consumers now associate it with skin health but also with satiety and as a way to consume more protein.
Life Partner is a series of beverages enriched with nutrients to support people with busy lifestyles, particularly as these are commonly associated with a lack of exercise and over-eating and drinking.
Collagen White has been available since the third quarter of 2010 and is sold nationwide mainly through modern retail and drug stores.The recommended retail price for Collagen White is Yen 150 per 500ml, priced similarly to regular soft drinks.
With the latest addition, there are now five variants: Dakara;Vitamin Water; Protein Water; Hot Ginger and Honey & Lemon; and Collagen White.The latter was the last to be
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functionaldrinks zenithinternational newsletter Page 5 Issue 202 26 January 2011
energy drinks
United States
Fairytale love potion is now a reality US-based Harcos, producer of Halloween-inspired energy drink Zombie Blood, has introduced an energy drink for all those couples celebrating Valentine's Day. Harcos describes Love Energy Potion as boasting a "titillating strawberry-lemon flavour" and powerful herbals.The beverage contains a blend of energising ingredients as well as others known for their aphrodisiac effects such as caffeine, damiana, maca, ashwagandha, ginseng and horny goat weed. Love Energy Potion also contains vitamins B1, B3, B5, B6 and B12.
packaged in a small round bottle similar to Mana Energy Potion, also produced by Harcos. Moreover, the drink is pink-coloured and features a prominent heart and the word 'love' in its front label. Explaining why the company decided to create Love Energy Potion, Co-Founder and VicePresident of Marketing Aaron Rasmussen said, "Everyone knows what a love potion is, we couldn't help but make the real thing. Love Potion makes a great Valentine's Day gift, anytime surprise gift, or just a tasty energy shot to perk you up." Love Energy Potion is already being sold online through the brand's website and will soon be sold through several retailers including Hot Topic, Fry's Electronics, Hastings, FYE, Micro Center and ThinkGeek among others. The energy drink, available in 50ml bottles, retails for US$3.49 apiece.
Although Harcos does not explicitly market the drink as being an aphrodisiac, the choice of ingredients and the look of the beverage certainly reinforce this message. Love Energy Potion is
www.loveenergypotion.com
wellness beverages
Germany
New variant expands heart health benefits Towards the end of 2010, German food and beverage manufacturer Haus Rabenhorst introduced a new variant to its Vitesse portfolio of healthy juices for senior consumers. Featuring potassium, magnesium and hawthorn berry extract, the latest addition, Rabenhorst Vitesse for a Healthy Heart, joins existing offerings such as Rabenhorst Vitesse for Healthy Knees, Rabenhorst Vitesse for Nerves and Muscles and Rabenhorst Vitesse for Mental Strength. A 150ml serving of the new heart health juice contains a reported 23% of the recommended daily amount (RDA) of both potassium and magnesium - both essential minerals in the
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efficient functioning of the heart, during times of high physical as well as mental activity. The same volume of juice also provides100mg of hawthorn berry extract, which is thought to have anti-inflammatory and antioxidant benefits as well as lowering blood pressure. The nutritional powerhouse also contains protein, carbohydrate and fibre to deliver a complete nutrition-rich beverage. Giving the juice its unique taste is a combination of fruit juices and extracts covering apple, white grape, cranberry, aronia berry and the exotic cherimoya fruit. And packaged in a 750ml glass bottle, Rabenhorst Vitesse for a Healthy Heart is available from health food stores and pharmacies across Germany for a price of â‚Ź3.49.
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functionaldrinks zenithinternational newsletter Page 6 Issue 202 26 January 2011
nutraceuticals
United Kingdom
Cold comfort for the modern man
buy their usual medicine and buy this as a booster shot." The lemon-lime and honey-flavoured drink can be consumed hot, with the addition of boiling water, or as an individual shot, for men needing a pick-me-up on the go.
Just in time for the winter cold and flu season, start up company Manflu claimed a UK market first with the launch of a comfort drink to help soothe ill males.
Manflu was created by former Bacardi marketer Jonathan Evans. He commented, "When they're feeling ill, men need something comforting and soothing and if I could create something to deal with that, then women would be delighted too, as it would stop the men complaining".
Manflu Soothing Hot or Shot drink, which is positioned as 'comfort, soothing and sympathy' in a bottle, contains 1000mg of vitamin C (more than that found in a dozen oranges), together with echinacea, safflower extract and zinc.
The tongue-in-cheek serving advice recommends that it is best served 'hand delivered' in bed or on the sofa.
As a natural cold and flu remedy containing no paracetamol or other medicines, Manflu can be used in conjunction with other products. According to company founder Jonathan Evans, "Consumers will
Manflu is currently available to purchase at Sainsbury's supermarkets with a retail selling price of ÂŁ1.99 per 60ml bottle. www.manflu.com
sports drinks
Spain
New sports drink fights for a share of the market Suntory-owned Orangina Schweppes has introduced a new sports drink in Spain in a bid to crack the already competitive Spanish market. Energade is an isotonic drink that helps the body absorb liquids faster and therefore facilitates rehydration. However, unlike other sports drinks, Energade has a lower salt content, which has made it a popular, every-day soft drink in Italy - where it has been present since 1993. According to the company, Energade was the first sports drink to be packaged in PET bottles, distancing itself from its rivals that were packaged in glass. Subsequently, Energade
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also revolutionised the market by introducing a 1 litre bottle when the most common format was 500ml. Finally, Suntory credits Energade with being the first in its category to boast aseptic bottling. Energade's casual rehydration image has been further reinforced by the drink's taste and distribution mainly through supermarkets and convenience stores rather than health stores or gyms as is more common with other sports drinks. In Spain, Energade will be marketed as a sports drink but the emphasis will be on helping consumers rehydrate and recover their energy after sports and other recreational activities. In terms of flavour and packaging size, Energade will be introduced in 500ml PET bottles with an ergonomic shape to enhance consumption on the go.The first variant to be launched will be Lime, which is said to be the preferred flavour in the country.
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functionaldrinks zenithinternational newsletter Page 7 Issue 202 26 January 2011
functionaldrinks in brief
Europe
According to results of a study recently conducted in the Netherlands, Danone's Immunofortisbranded mix of galacto and fructooligosaccharide prebiotics mixed with Bifidobacterium breve M16V was associated with the prevalence of asthmarelated symptoms in children at risk of developing the condition.The symbiotic mix also demonstrated a reduction in certain symptoms associated with atopic dermatitis in children.
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Austria: Red Bull founder Dietrich Mateschitz has announced the company will enter the Chinese market in 2012. Mateschitz said that revenue for 2010 increased by about 15% to â‚Ź3.8 billion and that growth in 2011 should be in the double-digit range. France: Amid the ongoing health claims exercise, Danone has changed the marketing message of Actimel.The new message will last until February 2011 and will revolve around the emotional connection with winter. According to
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functionaldrinks zenithinternational newsletter Page 8 Issue 202 26 January 2011
functionaldrinks in brief the company, the change is not associated with the recent negative opinion given by the European Food Safety Authority (EFSA) with regards to Actimel's immunity claims. UK: GlaxoSmithKline (GSK) has announced it will acquire sports nutrition company Maxinutrition from Darwin Private Equity for approximately £162 million. Over the last three years, Maxinutrition has reported sales growth of approximately 21% CAGR with sales reaching £36 million for fiscal year 2009. In other company news, GSK has received a positive opinion from EFSA with regards to its Toothkind drinks and a reduction in tooth demineralisation. EFSA found that when the drinks are consumed instead of high quantities of juice or sugary drinks these may help to reduce tooth demineralisation. Compared to other claims submitted, GSK's claim related to specific, comparative conditions. Vita Coco has introduced a new packaging format to encourage on-the-go consumption.The coconut water can now be purchased in 500ml sports cap plastic bottles and is available as well in Coconut-Pineapple and Coconut-AçaiPomegranate.The drinks retail for £2.49 apiece and according to the company, sales have rocketed 748% to £3.5 million in 2009. UK-based nutraceutical firm Provexis has reported H1 2010 net loss widened to £1.04 million, impacted by increased R&D spend, the challenging global economy and regulatory uncertainty.
North America
Canada: A team of researchers has identified novel antioxidant peptides in human milk that could have potential uses in enriched infant formula.According to the tests conducted, the peptides could help newborns deal with oxidative stress-diseases, usually as a result of pre-term birth.
functionaldrinks zenithinternational newsletter
Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Charmaine Holmes, Jenny Foulds, 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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US: In an interview with Beverage Digest, PepsiCo CEO Indra Nooyi said recently that the company will "stay the course" with Gatorade's strategy to focus on core athletes rather than casual customers. Nooyi said, "We had some hiccups, but the brand is now on sustained growth. We're going to stay the course.This is the way to do it." Living Essentials CEO, Manoj Bhargava, has revealed that he is looking for a partner to help the brand grow abroad. According to Bhargava, he is looking to sell the rights to international sales of 5 Hour Energy to a company with experience in other countries. Bhargava also said he expects the brand to quadruple sales over the next three to four years in the US and Canada as the company expands distribution. Bazi International, producer of superfruit energy shots, has appointed Debbie Wildrick as Executive Vice President of Sales and Marketing. Wildrick, who has previously worked with 7Eleven and Tropicana, will report to Bazi's CEO, Kevin Sherman.
World
According to recently published market data, energy drinks have fared well despite the economic downturn with growth only slowing since 2008. Energy drinks are expected to continue outperforming the soft drinks market average in 2010 at around 6%. Latin America is expected to see the most growth. Mexico: Mexican legislators are considering levying a tax of 25% on energy drinks after some parties have complained that the beverages are detrimental to health. If the proposal is approved, the government would be able to raise Mexican Pesos 251 million yearly.
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