110309_FD_Issue 205

functionaldrinks zenithinternational newsletter This issue at a glance...

Page three Four angles of hydration covered

Issue 205

wellness beverages/energy drinks

Swiss drink re'ACTIV'ates consumers

Switzerland acidity, preservatives or artificial vitamins.

Swiss company intelligentfood has just launched a novel drink designed to energise and refresh using natural ingredients.

intelligentfood is keen to stress that Premium ACTIVE is not an energy drink and that it was not designed with young people in mind. Instead, the beverage is targeted at women and men over the age of 30 who appreciate that the beverage is a premium product due to its natural credentials and the complex and cutting-edge fermentation process used.

Premium ACTIVE is currently available only in Switzerland, but the company is in talks with several large international retailers with the intention of introducing the drink to the US, UK, Germany and Scandinavia.

Premium ACTIVE, as the drink has been called, was officially launched at the beginning of January 2011.The beverage contains what the company describes as its unique FMCformula: an exclusive combination of fruits (F), malt (M) and caffeine (C) for an energy lift and excellent taste.

Page three Canadian yogurt for heart health

Page four Botanical drinks debut in the US

Page six Functional shots taste session

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According to the company, organic fermented barley malt is used to provide strong, natural energy, high digestibility and refreshment. In addition, a combination of fructose, dextrose and maltose are used to provide a balanced release of energy that is absorbed not too quickly and not too slowly.

Furthermore, intelligentfood is in the process of developing other variants of ACTIVE which at this stage cannot be disclosed.

Premium ACTIVE also contains fruit juice from quince, apple, grape, raspberry and lemon that also infuse the drink with vital vitamins. Natural caffeine completes the 100% natural formula which is free from E-numbers, colorants, artificial

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Despite Premium ACTIVE’s recent launch, the company says that interest and sales have been overwhelming so far.To support sales growth, the company will capitalise on testimonials from the sports and professional world including golf and tennis, professional musicians and politicians.

Premium ACTIVE is currently sold through offices, sports outlets and food retailers.A 250ml can retails for around CHF2.90-3.50.

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functionaldrinks zenithinternational newsletter Page 2 Issue 205 9 March 2011

editorial comment Welcome to the 205th issue of functionaldrinks.After something of a lull in recent times, sales of sports drinks appear to be picking up.The increase in activity has certainly been driven by the number of new entrants and reformulations with manufacturers seeking to take advantage of key events, such as the 2012 Olympics, or simply to better satisfy consumer needs.

Examples of this include Coca-Cola Enterprises’ (CCE) new Powerade formulation which is set to benefit from Coca-Cola's sponsorship of the Olympic Games (see Page 3). In the US, PepsiCo has re-vamped its sports water so consumers can now rehydrate with a calorie-free drink (see Page 5).We also look at New Sun Nutrition which is about to launch a protein sports drink that will compete against established brands (see Page 5).

Also in the US, Bolthouse Farms has introduced a range of botanicals that boast a full serving of fruit as well as vitamins (see Page 4). Agthia Group has also unveiled a new line of vitamin-enriched drinks which the company envisages one day will cover all consumer need states (see Page 7).

Meanwhile in China, we cover the launch of a line-up of fibre-rich drinks targeting health conscious women (see below). In Switzerland, we report on the launch by intelligentfood of a juice-based malt drink that it claims creates a new category within energy drinks (see Page 1).

In Japan, we look at two new launches by Asahi Soft Drinks in the form of a sports drink and a tea-based herbal drink (see Page 4) and in Canada Danone Canada has just introduced a drinkable yogurt that targets 'bad' cholesterol and is reportedly a first in the country (see Page 3).

Finally, we report on the results of this year's first taste session, which was only possible thanks to All Day Energy Ltd (see Page 6).

Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com

wellness beverages

China

Drinks offering fibre benefits Chinese processor and manufacturer of concentrated juice products SkyPeople Fruit Juice has recently launched a line-up of fibre-enriched juice drinks.

Under the name Qian Mei Duo, the drinks contain more than 7.5g of fibre per 250ml singleserve carton. Qian Mei, which means "Good for you", is available in four variants: apple, mulberry, kiwifruit and pomegranate.

SkyPeople designed the juice blend, packaging and labelling over a six month period. However, the actual manufacturing process has been contracted out to Sanmenxia Prima Cider Juice Co which blends and packages the juice drinks in Tetra Pak cartons with a straw and punch tab for convenient on-the-go consumption.

SkyPeople is confident that Qian Mei Duo will be well received by consumers, with CEO Yongke Xue indicating that high-fibre foods and beverages are just beginning to penetrate the Chinese market. Xue also said that Qian Mei Duo is the first range to directly target female consumers looking to improve and maintain their health.

The range has been test marketed since November 2010 in Xi'an and Beijing and will now be supported by in-store taste testing, promotions and campaigns at universities and colleges.

Qian Mei Duo is available in single-serve 250ml cartons sold individually and twelve and twenty four packs that can be purchased at Wal-Mart and La Cuisine Royale retail stores in Xi'an and Beijing.

A carton retails for RMB4.80 whilst the twelve and twenty four packs retail for RMB55.90 and RMB115.20 respectively. www.skypeoplefruitjuice.com

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functionaldrinks zenithinternational newsletter Page 3 Issue 205 9 March 2011

functional dairy

Canada

Drinking yogurt with Canadian interests at heart Danone Canada has recently launched a drinkable yogurt under its Danacol brand, reportedly representing a first in the country.

The Danacol range of yogurts are enriched with plant sterols which have been shown to reduce cholesterol. According to clinical trials, consuming 2g of plant sterols per day helps reduce "bad" cholesterol by up to 8.8%.

The launch comes shortly after the government authorised the addition of plant sterols to certain food products including drinkable yogurt up to a maximum of 1g per serving. An 80ml bottle of Danacol provides 50% of the recommended daily amount of plant sterols.

The range is available in five variants: blueberry, raspberry-cranberry, red fruits, pineapple and vanilla. A source of calcium and vitamins A, B12 and D, Danacol does not contain added sugar, trans or saturated fat and provides just 35 calories per serving.

The launch of Danacol was well timed, as February was Heart Month in Canada. According to Health Canada, almost 50% of adults aged 40 or over have moderate to high cholesterol levels.

Moreover, high cholesterol levels are one of the main risk factors for heart disease and stroke, enabling the company to claim that consuming Danacol as part of a balanced diet and healthy lifestyle can help manage excess cholesterol.

Louis Frenette, President and CEO of Danone Canada, stated, "At Danone, we're especially proud to be able to offer this new product to Canadians. Issues surrounding public health and nutrition have always been a primary concern at Danone.We firmly believe that nutrition plays an essential role in promoting personal health and well-being, and Danacol represents a key initiative toward fulfilling our commitment."

To help promote the yogurt, Danacol supports the Heart and Stroke Foundation in its efforts to raise awareness of heart disease and stroke. For every purchase of a specially marked product, Danacol will donate C$0.10 to the Foundation up to a total of C$200,000 per year.

Danacol was first launched in 2004 in Belgium, France, Spain, the Canary Islands and Italy.

www.danacol.ca

sports drinks

United Kingdom

Sports drink tackles dehydration from all angles In preparation for the upcoming London 2012 Olympics, Coca-Cola Enterprises (CCE) has re-launched its range of Powerade-branded isotonic sports drinks.

The drinks, known as Powerade ION4, were first launched in the US in 2009 and in Canada in 2010.

Unlike the original Powerade formulation, ION4 contains four

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electrolytes: sodium, potassium, magnesium and calcium for more effective hydration as well as carbohydrates to replenish energy levels.

The new sports drinks will benefit from a multimillion-pound campaign for the brand.Trade Communications Manager at CCE, Selena Taylor, said, "Powerade has grown 17.9% in the past six months.The new formulated product and multimillion marketing investment behind the brand will boost awareness and understanding of Powerade ION4 will be high among shoppers."

Moreover, as part of Coca-Cola's sponsorship of the upcoming Games, Powerade ION4 will be the official sports drink for Team GB. Powerade ION4 is available for purchase through major supermarket chains and independent retailers in Orange and Berry & Tropical variants; a third Cherry variant is to be introduced in the near future.

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sports drinks/herbal beverages

Japanese company covers all consumption occasions

Japan Available in 330ml cans, and 500ml and 2 litre PET bottles that retail for Yen 110,Yen 140 and Yen 300 respectively,Asahi Super H2O is sold nationwide and can be found through modern retail outlets, convenience stores and vending machines.

In other news, Asahi Soft Drinks has announced the upcoming launch of a herbal beverage designed to help rid consumers of 'garlic breath'.

Asahi Soft Drinks has announced the re-launch of its Asahi Super H2O sports drink.

Asahi Super H2O was first introduced in March 2005 and developed in cooperation with athletes.

Six years later, the drink has been revamped with a new image and packaging as well as an improved formula and taste.

The re-launched sports drink is hypotonic unlike most sports drinks which are isotonic, meaning that the beverage has a lower osmotic pressure than human blood and thus can be absorbed more easily.

The company claims that Asahi Super H2O has a clear and refreshing taste thanks to the use of apple acid as its main flavouring. In addition, Asahi Super H2O contains only 12 calories per 100ml. Also new for the brand is its updated image, which according to the company emphasises its hypotonic formula and superior clear taste.

Shokugo no Hinkaku is a tea-based drink that features a mix of herbal extracts including mint, lemon balm and chamomile. According to the company, these extracts help reduce the odour components of garlic.The company tested the drink and claims that the drink can reduce the scent of garlic by 90% just two hours after having eaten 8g of the pungent ingredient.

The company claims that the drink's clean design and use of white and green colours help explain the drink's purpose and its contents.

To promote the drink,Asahi has devised advertising and PR strategies and will also conduct sampling activities to promote brand awareness.

Shokugo no Hinkaku will be available for sale from 22 March 2011 through modern retail and convenience stores nationwide, with a190g can retailing for Yen 190. www.asahiinryo.co.jp

enhanced beverages

United States

Herbal waters offering lighter refreshment California-based fruit and vegetable processor Bolthouse Farms has diversified its burgeoning beverage business with the launch of Aura Botanical Waters.

The 100% natural enhanced water range is infused with real herb extracts and fruit juice and marks a departure from the company's existing range of super-premium juices, smoothies and protein drinks.

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Sweetened with stevia, Aura Botanical Waters are available in three flavours: Cucumber Lemon Rosemary, Orange Basil and Grapefruit Sage.

Each 15.2oz bottle is said to contain a full serving of fruit, together with essential vitamins including 50% of the recommended daily value (DV) of vitamins B3, B5, B6 and B12, and 100% DV of vitamin C. Designed to be refrigerated, Aura Botanical Waters were introduced to give Bolthouse Farms a refreshment-oriented, lighter product to add to its portfolio. According to Bryan Reese, Chief Marketing and Innovation Officer, "Aura is the first botanical water to combine gourmet flavour with rich nutrients.They are truly refreshing to drink."

A 15.2oz bottle carries a suggested retail price of US$1.99 and is due to be stocked in Target stores nationwide from May 2011.

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energy drinks/sports drinks

United States

Offerings for health conscious consumers multiply US-based New Sun Nutrition, manufacturer of a range of performance-enhancing products under the FRS (Free Radical Scavenging) brand name, has revealed it is close to launching a protein drink as well as unveiling the new image of its core energy drink line.

Reportedly featuring 25g of whey protein, the protein drink will be available in Blackberry-Aรงai and Orange-Cream variants that will compete against established brands such as Muscle Milk, EAS Myoplex and Lean Body Labrada.

In addition, the company has added a low-calorie sub-range under its core FRS Healthy Energy line that will consist of Berry, CherryLimeade and Peach-Mango.

The new beverages will be packaged in distinct 12oz slim Amcor plastic bottles

with full-sleeve labels and distributed through the PepsiCo system to convenience store chains such as Sheetz and Loaf & Jug in New York, Florida, Denver and California - where the greatest marketing effort will be focused.

With regards to the revamped image for the company's core energy drink line, Chief Marketing Officer Deepak Masand explained that this was to make the drinks look less chemical. As such, the new image will dispose of the original molecule logo and instead the molecule will form a 'Q' for quercetin, the star ingredient across the entire portfolio.

Other developments for the company include its TV advertising debut; New Sun Nutrition had until now largely focused on Internet advertising through sports and healthy lifestyle websites.

However, in a bid to boost brand awareness the company has recently engaged in extensive TV advertising featuring amongst others 13 year-old Jordan Romero who recently became the youngest person to climb Mount Everest.

According to Masand, TV advertising has been highly successful and the driving force behind the 25% hike in sales as well as the multiplication of the brand's fans on social network facebook.

Both the protein-rich and low-calorie drinks will be officially launched in mid-March and will retail for approximately US$2.59 apiece. www.frs.com

sports waters

United States

Reformulated drink 'propel's consumers' fitness goals PepsiCo has recently relaunched its Propel Fitness Water as part of its range of initiatives to remain competitive.

The new Propel Zero is calorie-free unlike its predecessor which had 10 calories per 8oz serving. However, the reformulated drink retains its functional ingredients to replenish, energise and protect.To this effect, Propel Zero contains 10% of the daily value (DV) of vitamin E, 20% of the DV of vitamin C, and

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25% of the DV of vitamins B3, B5 and B6.

Propel Zero is available in seven variants: Berry, Grape, Black Cherry, Lemon, BlueberryPomegranate, Kiwi-Strawberry and Peach.

Alongside Propel Zero is Propel Calcium which is now sold in powder form. The powder format comes in boxes each containing ten 2oz sachets in Lemonade, Citrus Punch and Cherry-Lime variants.

Propel Calcium provides 10% of the DV of calcium, 20% of the DV of vitamin C and 25% of the DV of vitamins B3, B5 and B6.

Both Propel Zero and Propel Calcium can be purchased through all major retailers as well as online through a range of retailers including amazon.com.

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nutraceuticals/energy drinks

Love is in the...shot? functionaldrinks reviews the results of its first taste session of the year which involved recruiting a group of eager participants to try two different functional shots.

The taste session was made possible by All Day Energy Ltd who kindly provided us with enough samples of its iShot Skinny (Slim Potion) and iShot All Night (Love Potion) shots.

United Kingdom The general opinion with regards to the shot's target market was that this would be most attractive to young, health conscious working women particularly because of its slimming effect.

Packaging-wise, it was agreed that the design clearly communicates the main health benefit of iShot Skinny, making it easy for consumers to understand its benefit and positioning.

We then asked our participants to comment on how and where they would like to see iShot Skinny promoted. Our samplists’ answers included TV ads, women's magazines, fitness studios, beauty salons and at events.

The samplists also said they would expect to see iShot Skinny sold at drugstores such as Boots or Superdrug and at mass retailers near tills alongside energy shots.

The first shot is designed to "hit all angles of slimming" by combining botanicals such as açai berry, green tea extract, chromium, bitter orange peel, l-carnitine, B vitamins, guarana for natural caffeine and amino acids.

Price-wise, the team felt the price was in line with other functional shots, although they noted that the cost of daily consumption would be fairly significant perhaps restricting it to consumers who are fully committed to their weight loss goals and see it as part of a healthy diet and exercise regime.

The second shot, iShot All Night is for men and women who want to heighten their libidos and feel generally more energised.The shot contains damiana, Korean ginseng, guarana and green tea as well as energy-releasing B vitamins, amino acids and antioxidants. iShot Skinny For this shot we recruited a small number of samplists to drink iShot Skinny every day for five days to see if they felt a difference in their metabolism or energy levels.

In terms of effect, all samplists agreed that five days was too short to notice a difference in weight, however they all agreed that the shot provided them with a welcome uplift in energy.

Moreover, feedback revealed that whilst the shot did increase alertness, the caffeine level was not so high so as to cause 'the jitters'.

Two of our samplists, however, unexpectedly experienced increased hunger.Although iShot Skinny was not designed to be an appetite suppressant, aside from caffeine, there are no obvious ingredients that are known for increasing appetite. In addition, all our samplists regularly consume caffeinated beverages, so it remains unclear whether it was an ingredient or an external factor that caused the unexplained hunger pangs.

Comments on the shot's taste were generally positive, with the only criticism being that the flavour is perhaps a little too sweet.

iShot All Night For this shot we recruited a large number of participants to drink one shot only. Of these, several were couples who were asked to drink the shot at the same time in order to get a better idea of iShot All Night's aphrodisiac effect.

From this and previous taste sessions of aphrodisiac beverages, it seems that this product claim is one of the hardest for consumers to accept. Of the samplists, some said that perhaps the shot's effectiveness could be attributed to the placebo effect rather than the shot's ingredients themselves.

Otherwise, the participants generally agreed that the shot provided them with a gentle, yet noticeable energising effect which could extend its functionality to the realm of regular energy shots. Moreover, its libido-boosting credentials make it an ideal substitute to regular energy shots, particularly in night clubs and bars.

Proposed locations where iShot All Night could be sold were both varied and original. In addition to night clubs and bars, suggestions included Student Union shops, vending machines inside restrooms, online, through adult shops such as (continued on Page 7)

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functionaldrinks zenithinternational newsletter Page 7 Issue 205 9 March 2011

nutraceuticals/energy drinks (continued from Page 6) Ann Summers and video rental shops. One samplist suggested using the shot as a mixer, such as a Vodka iShot cocktail.

Similarly, our samplists were not short on ideas of how to promote the shot, including ads at point of purchase, male magazines, event sponsorship, billboards, sampling activities and targeting couples to drink the shot together, be it for Valentine's day or other special occasions.

The target market for iShot All Night, according to the participants, is composed mainly of young male and female adults, with perhaps more popularity among men. It should be noted that the limited edition iShot All Night featuring male and female devils was particularly popular and was considered even more effective at conveying the shot's purpose.

United Kingdom Opinions on price were somewhat varied and governed by the participants' awareness of the price of other functional shots.Those who regularly drink energy drinks or shots agreed that the price seemed in line with other offerings, whilst those who do not expected the shot to be cheaper given its size.

Overall, it seems that iShot All Night was well received by the participants as a multi-functional shot that can be enjoyed on its own, as a mixer in a cocktail, or by couples who wish to spice up their evening by trying something different.

As always, functionaldrinks is keen to receive your feedback. If you enjoyed this taste session feature and would like to see more, please do let us know - or indeed suggest your drink or category to be the subject of our next taste session! www.ishot.co.uk

enriched beverages

UAE

New range with wow factor UAE-based food and beverage manufacturer Agthia Group has just launched its first vitaminenriched range of drinks in what marks its entry into the functional drinks market.

WOW Vitamin Water is a three-strong line-up of drinks comprising Relax (peach-raspberry), Live (apple-kiwi) and Think (orange-star fruit-passion fruit).The drinks are made with Agthia-owned Al Ain mineral water and each variant contains varying blends of vitamins, minerals, fruit and herbal extracts according to their specific purpose.All variants are made with natural fruit juice, are low in calories and hold a natural positioning with no preservatives, additives or artificial colours.

Live was designed for morning consumption and has an energising effect derived from guarana and vitamin C. Containing ginseng and B vitamin complex,Think is best drunk at mid-day or at moments when consumers are looking for increased concentration.

Finally, Relax is intended for evening consumption and to help consumers de-stress thanks to its content of B vitamins and lemon-balm extract.

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As well as its health credentials, the line-up has the distinction of being the first to be packaged using the breakthrough ThermoShape lightweight hot-fill technology recently installed in Agthia's water and beverage manufacturing facility in Al Ain.The technology allows for at least 30% less PET use than the existing hot-fill bottling technologies commonly used, thereby contributing to reductions in energy usage and improved PET recycling.

To promote the trio, the company will conduct extensive sampling that will include gyms as well as other outlets.

General Manager of Agthia's Consumer Business Division, Fasahat Beg, commented on the launch, "With the launch of WOW Vitamin Water we are creating a new functional water category in the UAE which recognises a growing worldwide trend where consumers are looking for healthier, value-added beverages.The WOW product range has been developed after obtaining consumer feedback regarding specific health and wellness concerns and each of the respective WOW offerings - Live,Think and Relax - provides relevant health benefits which meet consumer needs at different times of their day."

Beg also revealed that the company has more variants in the pipeline to eventually develop a portfolio of drinks under the Wow brand that meets all consumer needs.

WOW Vitamin Water has been available for purchase through all major retailers since the beginning of March 2011. www.agthia.com

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functionaldrinks in brief

Europe

More than 100 scientists from across Europe have signed up to the Gut Health campaign urging the European Food Safety Authority (EFSA) to rethink its health claims approval process for food products containing pre- and probiotics.

Austria: Red Bull has reported a 15.8% increase in Fiscal Year 2010 revenue to €3.79 billion with 4.2 billion cans sold, representing its best ever business year, boosted by a more than 80% rise in sales in Turkey and Japan. Red Bull has said it intends to enter China in 2011 followed by Brazil and India.

France: Nestlé-owned Nesfluid is reportedly being sampled at a range of salons including JeanClaude Biguine, Franck Provost, Coiffirst and Lady Moving fitness centres.The goal is to allow consumers to try the drinks in a relaxed environment where they can also learn more about each Nesfluid variant thanks to brochures that accompany each bottle.

UK: Pomegreat has announced that its Pomegreat Pure not-from-concentrate pomegranate juice is now available for purchase at all Morrisons supermarkets.The juices are currently on offer with a 500ml bottle retailing for £2.49.

North America

Canada: The government of the province of Quebec is reportedly considering implementing an additional tax on carbonated soft drinks (CSD) and energy drinks.The Quebec Coalition for Weight Issues has submitted proposals to the authorities suggesting citizens could benefit from higher-priced soft drinks.

US: BigQuark LLC has announced that BeautySleep will be featured on ShopNBC on 1415 March 2011. ShopNBC is a premium, multichannel electronic retailer that broadcasts into 73 million homes and simulcasts live on ShopNBC.tv.The retailer specialises in lifestyle

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Charmaine Holmes, 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 registered for VAT

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merchandise including home, fashion, beauty and jewellery at an upscale price point.

Attitude Drinks has partnered with Floridabased Performance Based Marketing to market and distribute its Phase 111 recovery drink.The distributor oversees health club operations in over 16 states.

PRE Beverage Company has announced its PRE Probiotic Enhancer range of drinks will be placed at all Albertsons stores in Las Vegas and California.

Irish dairy company Glanbia has acquired US sports nutrition company Bio-Engineered Supplements and Nutrition (BSN) for US$144 million. BSN produces a range of sports nutrition products that are sold in over 90 countries worldwide.

Abbott has announced that total sales for the fourth quarter 2010 grew 13.4% compared with the same period in 2010. Miles White, Chairman and CEO, commented, "We took decisive longterm strategic actions to expand our emerging markets presence and late-stage pipeline to better position Abbott for sustainable long-term growth."

Vuka LLC has announced supermarket chain Safeway will carry Vuka energy drink in all its Denver-based stores.

World

China: China-Biotics has posted preliminary third quarter 2011 revenues of between US$32 million and US$33 million compared with US$23 million for the same period in 2010.The strong growth is credited to ongoing demand for probiotic strains.

Malaysia: Fraser & Neave Holdings has reported a 16.5% increase in first quarter 2011 revenue to RM1.03 billion, with revenue for the soft drinks division and dairy divisions up 25.1% and 11.7% respectively.

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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