110223_FD_Issue 204

functionaldrinks zenithinternational newsletter This issue at a glance...

Page four Race for the top spot intensifies

Issue 204

wellness beverages

United Kingdom

Say 'aloe' to healthy hydration! functionaldrinks spoke to Jas Rayatt from UK-based AloeVit to find out how sales of its aloe-based drink have performed since its launch back in November 2010.

AloeVit is made using pure aloe vera, which is renowned for being naturally rich in vitamins, minerals and amino acids.A 500ml bottle of AloeVit contributes towards the recommended daily allowance (RDA) of vitamins B5, B6, B9 and B12 as well as 70% RDA of zinc.

Page three Consumer needs met by milk

Page five Japanese teenagers get liquid aid

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To reinforce the drink's positioning, Rayatt enlisted the help of design consultant David Roberts who designed the label which is produced by shrink sleeve specialist Chadwicks. Roberts' design seeks to underline aloe vera's origins in Africa's warm, dry climate. In addition, Roberts included an image of the whole plant to emphasise the drink's name and to give the impression that the aloe vera was settled at the base of the bottle.

We asked Rayatt about the consumer response and he told us, "We officially launched the product in November 2010, the coldest winter for thirty-odd years! We have had a great response from consumers who love the taste and from our distributor in the North of England."

As for the future, Rayatt confided that the company is planning to "create a 50ml shot as an alternative to energy shots and a 300ml version in different flavours to the existing four variants, both planned for 2012."

Moreover,AloeVit is especially rich in essential amino acids n-acetyl-ltyrosine, l-phenylalanine and larginine.The drink contains 30ml of pure aloe vera juice offering a host of benefits including aiding the body to naturally detoxify itself, supporting digestion and the immune system, reducing inflammation, regulating energy levels and supporting healthy skin. Furthermore,AloeVit is suitable for vegetarians whose diets may lack amino acids.

AloeVit is distributed in particular in Yorkshire, but the company is looking for distributors to expand its presence in the south of the country.The drink is sold through health shops and similar outlets.The company is also in negotiations with retailers such as Asda and Tesco and vending company Autobar about a possible listing.

The drink is currently available in four variants: Orange & Mango, Peach, Lemon & Lime and BlackCherry.

Finally, Rayatt hinted that the company is planning to launch AloeVit in Kuwait in March and in Canada at the end of the year.

Rayatt told functionaldrinks that AloeVit is particularly targeted at women who are looking for a healthy, low calorie drink - AloeVit contains less than 50 calories per bottle - with added health benefits.

The beverage is positioned as a natural alternative that helps hydrate consumers.

Page six Functionality of shots expands

23 February 2011

In the meantime,AloeVit will benefit from an introductory offer price of just ÂŁ0.99 instead of ÂŁ1.29 to compete against the leading vitamin water in the UK as well as being present at exhibitions in the summer. www.aloevit.com

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functionaldrinks zenithinternational newsletter Page 2 Issue 204 23 February 2011

editorial comment Welcome to the 204th issue of functionaldrinks.Throughout 2010, sports drink giant Gatorade saw its image transformed and its portfolio rearranged, particularly in the US, to reinvigorate falling sales.

Gatorade's plans for expansion continue apace, reinforced with the brand's recent relaunch in France (see Page 4).

Still in the US, we report on the recent rebranding by The Limu Company of its energy drink enriched with brown seaweed (see Page 7).

We also look at two new enriched fluid milks by Farmland Dairies, which are reportedly a first in the country (see Page 3).

In the UK, we spoke to the Managing Director of All Day Energy on the launch of two new functional shots (see Page 6). We also feature AloeVit's entry to the market with an aloe vera drink promoting the plant's health benefits and taste (see Page 1).

In Malaysia, we look at the launch of Arctic Ice energy drink, a US-based energy drink which has been forging a path into new markets over recent months (see Page 5). In Japan we review two new drinks targeted at teenagers and young adults (see Page 5), whilst in Brazil we look at AmBev's entry to the energy drink market with its own energy drink (see below).

Other US-based companies with expansion ambitions include Tahitian Noni International which has launched a range of products to help consumers lose weight and get fit (see Page 4) and Jamba Juice Company which has unveiled a line of yogurt drinks with added probiotics in a bid to grow its portfolio of healthy offerings (see Page 3).

Cecilia Martínez Núùez Deputy Editor cm@zenithinternational.com

energy drinks

Brazil

Drinks giant fuses Brazilian tastes

Drink as unique in the market as it derives its energising properties from the use of guarana, a fruit which is very popular in the country.The energy drinks category in Brazil is highly competitive and it is estimated that energy drink sales have been growing at around 50% annually.

Companhia de Bebidas das Americas (AmBev) recently unveiled its first energy drink at the 11th edition of TV reality show Big Brother Brazil.

As well as spending a reported Reais 16.9 million to promote Fusion Energy Drink through Big Brother Brazil, AmBev will be using social networking sites such as Twitter and Facebook to promote the drink.

Fusion Energy Drink has been available for sale since the beginning of February across Brazil through all retail outlets where other AmBev beverages can be found.

The energy drink has been named Fusion Energy Drink and, before being made public, was offered to the Big Brother contestants to sample.

AmBev describes Fusion Energy

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functionaldrinks zenithinternational newsletter Page 3 Issue 204 23 February 2011

functional dairy

United States

Enhanced milk range grows Farmland Dairies has extended its Special Request Skim Plus line of fortified fluid milk products with Skim Plus Fiber, the first fibrefortified fat free milk product in the US, and Skim Plus Omega-3 with CoQ10 (coenzyme Q10).

Both products are made with cow's milk and contain 37% more protein and 34% more calcium than whole milk and are said to be an excellent source of phosphorus and vitamins B2 and D. Special Request Skim Plus Fiber contains 2.5g of prebiotic fibre from chicory root per 8oz serving, which may help

restore regularity, relieve constipation, enhance energy and control weight.

Skim Plus Omega-3 with CoQ10 is enhanced with highly refined fish oil, a source of omega-3 fatty acids which can reduce symptoms of hypertension, depression, attention deficit hyperactivity disorder (ADHD), joint pain, rheumatoid problems and various skin ailments.

One serving contains 55mg of docosahexaenoic (DHA) and eicosapentaenoic acid (EPA), as well as 5mg of coenzyme Q10, which may help maintain healthy heart function, support energy production and provide nutritional support for cellular energy and cardiovascular health.

"Today, consumers are looking for products with an added health benefit. As these new products offer digestive and heart health benefits respectively, we are confident that our customers will love the creamy, delicious taste and fortified nutrition," said Martin Margherio, President of Farmland Dairies.

Farmland Dairies' new products can be found in supermarkets and convenience stores throughout New York, New Jersey and Connecticut, with a recommended retail price of US$3.99 per half gallon. www.farmlanddairies.com

wellness beverages

United States

Digestive health boosting drink

artificial flavours, artificial preservatives and trans fats.

Jamba Juice Company has introduced a range of yogurt drinks made with Jamba's specially formulated Probiotic Boost. Jamba Probiotic Fruit and Yogurt Blends contain over 500 million active cultures per serving and can help support digestive health and immune system functioning.

Available in three flavours, Vibrant Blueberry, Strawberries Alive and Thrivin' Mango, the blends are made with whole fruits and are said to be an excellent source of vitamin C. They are free from high fructose corn syrup,

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"We understand that there is a growing demand for on-the-go products that satisfy the needs of the health conscious consumer," said Susan Shields, Chief Marketing Officer, Jamba Juice Company. "More and more consumers are seeking functional beverages and foods to help solve a variety of dietary needs and we wanted to offer a new product that is innovative, nutritious, delicious and serves a special purpose.Whether you are seeking to eat healthier as a part of your New Year's resolution or just want a product that helps support immune system functioning and aids in digestion of food and nutrients, Jamba's Probiotic Fruit and Yogurt Blends is a perfect fit to deliver on those daily functional needs."

Jamba Juice also offers an assortment of stand alone boosts that can be added to any Jamba Juice smoothie, including Probiotic Boost, Soy Protein Boost, Energy Boost and Antioxidant Boost.

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functionaldrinks zenithinternational newsletter Page 4 Issue 204 23 February 2011

sports drinks

France

Competition in the sports category intensifies PepsiCo France has just reintroduced Gatorade to the French market in a second attempt to obtain a significant share of the French market.

Gatorade, which is the leading sports drink in a number of markets, was discontinued in France after it failed to convince consumers that traditional sports drinks, such as Gatorade, do not contain harmful chemicals and widespread consumer perception that these drinks are too expensive.

Emmanuel Pinteaux, Marketing Director at PepsiCo France, explained that French

consumers have more commonly opted to rehydrate themselves with plain water due to concerns over price and ingredients.

Pinteaux said that for this reason the company reformulated Gatorade to include only natural ingredients, namely water for rehydration and electrolytes to replace those lost through sweat.

Furthermore, the new offering has a lower price point at â‚Ź0.99 for a 500ml bottle.

The newly-formulated Gatorade is available in Orange, Red Orange and Citron variants and has been in market testing since 2009 in Monoprix and Auchan supermarkets. Since the end of 2010, the range has been listed by Simply Market and from January 2011 by Carrefour.

To promote the brand, the company will make use of its brand ambassadors, athlete Usain Bolt and footballer Lionel Messi, who will appear on a television programme to be broadcast on channels France 2, France 3 and France 4. www.gatorade.fr

wellness beverages

United States

Beverage fit for purpose!

The first step in the plan is Fit Reset, the system's ready to drink beverage. One bottle of the tropical fruit flavoured liquid should be drunk for six consecutive days each month to help cleanse and detoxify the body, aiding better metabolism. It contains a natural fruit and botanical-based formula including licorice root extract, dandelion root, aloe vera and of course, noni fruit.

Tahitian Noni International has unveiled a new beverage and supplement plan called the Fit Body Composition System, to help consumers get fit, healthy and lose weight.

Fit Rebuild is a protein shake powder designed to be mixed with milk or water. It should replace one meal and be drunk six days a week, ideally within 45 minutes of a workout. It contains all 11 essential amino acids together with 15g of protein per serving, from five different protein sources. Fit Rebuild helps to build lean muscle and burn fat, control hunger, sustain energy and prevent muscle fatigue.

The Fit range of bioactive products are engineered to cleanse and nourish the body, build calorie-burning lean muscle, and eliminate fat and cholesterol.When used in conjunction with proper exercise and nutrition, the system can help to help develop an ideal body composition, the ratio of lean muscle to fat in the body whereby the more lean muscle, the more fat is burnt.

The Reset beverage is available in 12oz bottles, with a pack of six retailing for US$24.99. A complete pack, containing a selection of all the products in the FIT range costs US$180.They can be purchased from the Tahitian Noni website.

The system consists of two supplements (multivitamin Replenish and probiotic Restore), a snack bar called Resist and two beverages, Reset and Rebuild.

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functionaldrinks zenithinternational newsletter Page 5 Issue 204 23 February 2011

enriched beverages/energy drinks

Japanese teenagers in the spot light Targeting specific consumer groups is becoming increasingly important and functionaldrinks takes a brief look at two of the latest beverages to be introduced in Japan, specifically designed with teenagers and young adults in mind.

Japan Kirin Beverage has also recently unveiled a new drink specifically targeted at young consumers with the tongue-twisting name, Gokaku Kigan no Chikara Mizu. Kirin's new drink is positioned to appeal to students aged between 13 to 20 who are studying for demanding school exams.

Go-kaku Kigan no Chikara Mizu has been enriched with 2.2mg of DHA and 77mg of vitamin C and provides only 48 calories per 100ml of the drink.

The carbonated beverage features a Daruma doll on the front of the label, the doll is a symbol of good luck and perseverance in Japan.

This, along with the drink's content of DHA for brain health and vitamin C for an antioxidant boost makes it a likely choice, especially in the winter period when students sit their exams.

Japanese company Cheerio has launched a drink featuring the unlikely ingredient capsaicin. Under the equally mysterious name Fight Club, the company has launched a zero calorie cola-flavoured energy drink. Fight Club contains six vitamins and seven amino acids as well as capsaicin, the substance found in chillies which makes them hot. According to the company, capsaicin gives the drink a sharp taste that is appealing to young consumers who are well acquainted with Cheerio's existing Lifeguard energy drink brand.

Go-kaku Kigan no Chikara Mizu is sold in 500ml bottles that retail for around Yen 140; whilst Fight Club is available in 500ml PET bottles and retails for approximately Yen 86.

www.cheerio.co.jp www.beverage.co.jp

energy drinks

Malaysia

Ice-cold energy drink revitalises Malaysia

manufacturing and distributing Arctic Ice to major hypermarkets and convenience stores in Malaysia.

US-based Arctico Beverage Company International has recently unveiled its range of Arctic Ice energy drinks on the Malaysian market.

At the end of 2010, local manufacturer Bio Osmo, through its wholly-owned subsidiary Amshore Holdings, started

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The agreement is also looking at the future launch of Arctic Ice in China and other Asian markets in the near future.

The Arctic Ice line-up consists of six variants: Original, Sugar Free, Razzberry, Punch, Lemonade and Citrus; however only two variants will be initially produced in Malaysia.

Arctic Ice is already sold in several countries around the globe including Australia, Germany, Mexico, New Zealand, Panama, Netherlands and Singapore.The energy drink brand is also the official partner of UK football club, Manchester United FC.

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functionaldrinks zenithinternational newsletter Page 6 Issue 204 23 February 2011

nutraceuticals/energy drinks

United Kingdom

Shot producer unveils multipurpose potions

Moreover, the expansion of the portfolio means that the company can better serve its widening audience, which according to Uysal, consists of, "busy professionals, mothers, fitness enthusiasts, celebrities, builders, artists, students, nurses, gamers, drivers and many more..."

All Day Energy, producer of iShot (see Issue 182), has added two new functional shots as part of its new Potions 4 Life range.

Uysal also gave more details of the comprehensive PR and marketing strategies that will be promoting the range. Activity will kick off at the National Convenience Show in Birmingham at the end of February, where iShot Skinny and iShot All Night will be exhibited for the first time.

The two new potions to join Potions 4 Life are iShot Skinny (Slim Potion) and iShot All Night (Love Potion).The first shot, as its name suggests, "Hits all angles of slimming." It combines a potent mix of botanical stimulants such as açai berry, green tea extract, chromium, bitter orange peel, l-carnitine, B vitamins, guarana for natural caffeine and amino acids.

Other events scheduled in 2011 are the London Golf Show, the BBC Summer Good Food Show and The All Woman Show.

On the PR side, Adessi PR and The Go agencies will be in charge of digital and print press releases and advertising in food and beverage, health, fitness, sports, lifestyle, home and DIY, motoring, and fashion magazines.

Sugar-free iShot Skinny is Açai Berry flavoured and targeted at those wishing to shed a few pounds.The company recommends consuming one bottle of Slim Potion in the morning to obtain the full benefit.

Meanwhile, iShot All Night is for men and women who want to heighten their libidos whilst still "Flirting Responsibly." The shot features herbal extracts such as damiana, Korean ginseng, guarana and green tea as well as energy-releasing B vitamins, amino acids and antioxidants. iShot All Night has the same flavour as the company's flagship All Day original range and provides just 14 calories per bottle.

In addition, the original iShot Energy range which was launched back in 2010 range has also been revamped.The range comprises the original iShot All Day and iShot Decaff, of which the latter is now packaged in a matt white bottle and label. functionaldrinks spoke to Kursat Uysal, Managing Director at All Day Energy, who explained to us that the change was to avoid confusion among consumers who were not aware iShot Decaff is caffeine-free and thought it was a different flavour to the regular shot.

Uysal told functionaldrinks that it was the company's intention from the beginning to launch the Slim and Love Potions, but this was only possible now due to the development and trial work that took about twelve months.

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Uysal added that there will be product giveaways at Glastonbury Music Festival, Isle of Man TT, Classic Car Show and British Ski and Board show among others.

Finally, according to Uysal, the iShot line-up will be promoted through online networking sites, blogs, enewsletters and competitions in which fans of the products will be able to win among others a weekend for two, cash prizes and even a free year's supply of iShot and merchandise. iShot Skinny carries a recommended retail price (RRP) of £1.69 whilst iShot All Night is priced at £1.99 a bottle. Both shots have already enjoyed a 'soft launch', with iShot Skinny selling out in just three days.

Uysal also indicated to us that the company is working on two new ranges which will be focusing on fitness enthusiasts and healthy living.

From February, the entire range has been available through a wide range of stores across the UK as well as online through the company's website.

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functionaldrinks zenithinternational newsletter Page 7 Issue 204 23 February 2011

energy drinks

United States

Asian seaweed targets international markets The Limu Company, producer of beverages made with an ingredient derived from brown seaweed, has recently revamped its energy drink.

Limu Energy, also known as Blu Frog, is an energy drink using the company's proprietary fucoidan ingredient.The product has been given a new image which is sleeker and more minimalist and should help the company with its aggressive expansion plans which include growing sales in Asian markets such as Japan and Taiwan.

Fucoidan can be found in seaweeds such as limu moui or kombu, and has been credited with reducing incidences of cancer and helping increase longevity. Its consumption is not new, as coastal communities, particularly in Japan, are

well-known for incorporating brown seaweed into their diets.

Blu Frog also provides 100% of the daily value (DV) of vitamins B1, B2, B3, B5, 300% DV of vitamins B6 and B12, and 100% DV of biotin and folate.The drink also contains taurine, quercetin, choline chloride, inositol and natural caffeine from guarana seed extract.

According to Gary Raser, President and CEO, the company intends to expand its energy portfolio. He clarified, "Blu Frog has allowed us to lead healthy energy initiatives with all natural ingredients alongside potent fucoidan.With the success of Blu Frog, we look to introduce additional energy products that promote enhanced performance, increased endurance and focused concentration."

In addition to Blu Frog,The Limu Company also produces Limu Original, a nutritional supplement blending fucoidan with vitamins and minerals to help boost immunity, and Limu Lean, a threestrong range of meal replacement shakes, and appetite suppressant and digestive health cleanse supplements.

The company will continue to promote the entire range of products through its brand ambassador, Olympic Champion Rowdy Gaines, who also swims competitively with Team Blu Frog.

www.thelimucompany.com

functionaldrinks in brief Zenith's annual UK Soft Drinks Industry Conference is set to take place on 12-13 April 2011 in Leeds.With the theme Shaping the Future, the two day event will address the key issues and opportunities facing the industry.

Sessions include an industry leadership panel with Coca-Cola, Gerber and GlaxoSmithKline and a focus on the environment with Walmart/ASDA and IGD. There will be analysis of the latest market developments from Zenith International, a keynote address from Coca-Cola Enterprises, discussion on the health agenda with the Department of Health, Food and Drink Federation, Tata and Beneo-

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Palatinit, together with an innovator panel with Bottlegreen, Halewood, Maxinutrition and 1HQ, and workshops from FoodBev Media and Zenith.

The event is sponsored by leading industry suppliers BENEO-Palatinit and Bericap.

For full details and to book online, visit www.zenithinternational.com/events or contact Fiona Herrington on fherrington@zenithinternational.com or +44 (0) 1225 327903. Discounted rates are available on all bookings received by 11 March.

Europe

Spain: Coca-Cola Espa単a-owned Burn has revealed it is looking for consumers who practice extreme sports such as skating, wake or snow boarding to star in a documentary entitled, "Burn your mind The Movie".When completed, the

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functionaldrinks zenithinternational newsletter Page 8 Issue 204 23 February 2011

functionaldrinks in brief documentary will be shown in cinemas in Spain.

UK: The Advertising Standards Authority (ASA) has blocked an ad released by Coca-Cola Great Britain for Glacéau vitaminwater for making misleading health claims.The ASA upheld complaints on the grounds that the claim that the drink was "nutritious" was misleading.

Yakult has appointed Euro RSCG London to create a series of new TV ads to promote its probiotic drink.The ads are a further evolution of the 2009/2010 successful TV ad campaign entitled "Listen to your gut".

North America

Canada: Leading Brands has reported net income more than doubled to C$253,000 for the third quarter 2010 compared to the same period of 2009.

US: Bebida Beverage Company has added convenience store chain Fast Lane Stores to its list of retailers carrying its relaxation drink Koma Unwind in Kentucky. Fast Lane operates 37 stores across the state.

Security Beverages Company has signed a distribution agreement with master distributor P&T Distribution for the state of Georgia.

Through the agreement, Security Feel Better will be sold through restaurants, nightclubs, liquor stores and convenience stores.

DynaPep has signed an agreement with Star Distributing that will see DynaPep Energy sold across 1,100 outlets in Wisconsin and Missouri.

The American Hockey League (AHL) has announced that reGen has been designated the official muscle recovery drink beverage of the AHL. reGen is produced by Apure Foods Company, a wholly-owned subsidiary of The Hershey Company.

PepsiCo's SoBe Lifewater has unveiled a new

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Charmaine Holmes, Laura Knight, Yumiko Wilkey 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

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sub-range with added electrolytes.The drinks are available in Strawberry-Kiwi-Lemonade and Macintosh Apple-Cherry and are sweetened with stevia brand PureVia. Cellutions has said that its Modjo for LIFE drink will be sold at 3,000 Circle K stores in the US. National convenience store chain Quick Trip has announced it will add ZUN Lite, produced by ZUN, to its portfolio of beverages.The drink, which is sweetened with agave nectar, will be placed at over 550 locations.

According to SymphonyIRI Group, the energy shot market grew to US$926.6 million in retail sales in 2010, this accounts for sales through supermarkets, drugstores, convenience stores and mass market retailers excluding Wal-Mart.

Furthermore, retail sales of energy shots are estimated to have grown 37% from 2009.

Bazi International has appointed Debbie Wildrick as Sales and Marketing Chief Officer.

Wildrick had previously acted as head of the beverage category for convenience giant 7Eleven, which has just approved Bazi's inclusion in its beverage portfolio.

In other company news, Bazi International has engaged TNT Marketing/CROSSMARK to assist with the expansion of Bazi in the convenience store channel across the country.The latter has strong partnerships with over 60 convenience store chains representing over 65,000 outlets.

World

India: Yakult Danone India's manufacturing plant has recently been awarded HACCP accreditation from SGS International for maintaining food safety standards. Managing Director of the joint venture, Kiyoshi Oike, commented, "We are happy to receive the HACCP certificate for maintaining food safety standards in our Indian factory."

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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