functionaldrinks zenithinternational newsletter This issue at a glance...
Page four Energy drink energises x24
Issue 207
nutraceuticals
United Kingdom
Drink's effect is like a 'lull'aby
Lull is 100% natural and is free from added sugar, artificial flavours and colours preservatives. In addition, the drink is low in calories at only 43 per 250ml bottle.
British start-up The Botanical Drinks Co. has just launched its relaxation drink at the recent IFE trade fair in London, UK, in mid-March.
functionaldrinks spoke to Claire Lettice, Founder, who told us that Lull was designed to appeal to all the senses through its scent and taste of lavender, attractive berry colour, gentle fizz and sensuous bottle. Although aimed at everyone looking to “chill out�, the core target audience is likely to be women aged 18 to 45.
The drink, aptly named Lull, contains a blend of botanical herbal extracts, vitamins and antioxidants to help the body relax as well as aid it to regenerate and restore inner wellness and balance. Page three Smoothie targets busy consumers
Page six Nutrient-rich soy drinks debut
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Since Lull has only just been launched, the company is still in the process of securing distribution for the drink, according to Lettice. However, she underlined that Lull had generated considerable interest from the UK, Europe, Australia, the Middle East and Asia at the IFE trade fair
Among its ingredients, Lull features lavender, renowned for its soothing and calming properties, hibiscus for its high vitamin C content and rejuvenating abilities. Chamomile, lemon balm, lime blossom and jujube are all reputed for being able to soothe the nerves. Valerian, L-theanine rich green tea and hops all help tackle stress, whilst passion flower helps induce feelings of wellbeing.
Lettice also told functionaldrinks that, as part of the product's promotion, 'chill-out' zones will be created at various festivals where consumers will be able to sample the drink. As well as establishing distribution of Lull through high end retail outlets, hotels, gyms, spas and beauty salons, the company intends to launch a second variant in either Peach or Passion Fruit.
In terms of vitamins, Lull contains a range of B vitamins including B1, B2, B3, B5, B6 and B12 as these can be depleted at times of great stress. Other vitamins included for their antioxidant effect are vitamins C and E. It also features magnesium, one of the first minerals to be depleted when under stress.
One alu-bottle of Lull is expected to retail for ÂŁ1.90 apiece.
Lull is also made with kiwi, blackberry, blackcurrant, red grape and carrot juices to provide a balanced dose of antioxidants.
Page five Recovery drink lands in Mexico
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functionaldrinks zenithinternational newsletter Page 2 Issue 207 6 April 2011
editorial comment Welcome to the 207th issue of functionaldrinks. Although there are still some sceptics within the beverage industry on the future potential of alertness and relaxation drinks, new beverages keep on appearing, whilst the share of launches outside the US is slowly growing. In the US we look at the introduction of a sleepinducing beverage that also claims to improve the quality of sleep by IntermarkBrands (see Page 5), and at home we see the launch of the first local relaxation drink made with herbal extracts and other natural ingredients (see Page 1). In Germany we report on a new RTD protein drink for athletes aiming to increase their intake of protein without adding fat or calories (see Page 6). We also cover the pan-European launch of a new energy drink that combines mind and body stimulants by Convivo GmbH (see Page 3).
expanded its Kissan brand of food products to include a soy-based beverage range to help consumers improve their health through nutrition (see Page 6). In Japan, we look at the latest addition to Kagome's dairy-based probiotic drinks portfolio with an even lower-calorie offering (see Page 7). In Mexico, we report on the launch of a recovery drink for those who enjoy partying or working out by Rebootizer Mexico (see Page 5). Back in the US, Bolthouse Farms has launched a new variant under its range of Protein PLUS shakes that is well-suited as a breakfast option (see Page 3). Meanwhile, NextFoods, producer of non-dairy probiotic beverages has unveiled two new beverages that, as well as providing the probiotic benefit, are designed to fit distinct consumption occasions (see below). Also covered is a new energy drink that features 24 different nutrients and is said to tackle fatigue from different angles for superior energy (see Page 4). Finally, UnhwaUSA Corporation has introduced a novel beverage that features wild ginseng stem cells to improve overall health (see Page 4). Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com
Further afield, Hindustan Unilever has
enriched beverages
United States
Drink makes bellies happy NextFoods, producer of nondairy probiotic GoodBelly beverages, has unveiled two new probiotic drinks. The first is Probiotic Coconut Water, reputedly the first coconut water-based drink to be enriched with probiotics.The drink is designed to quench thirst whilst delivering a boost to the immune system. Probiotic Coconut Water is designed to be consumed after sports or whenever consumers feel the need to feel refreshed.An 8oz serving provides 20 billion live and active cultures of the Lp299v strain at the time of manufacture.As with
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other GoodBelly beverages, the coconut water is suitable for dairy and soy-intolerant people and also for vegans. The second beverage is GoodBelly Tropical Green and features a mix of organic fruit juices with added antioxidant and mineral-rich organic ingredients including spinach, spirulina, chlorella, parsley, alfalfa grass and oat grass. Each 8oz serving of Tropical Green also provides 20 billion CFUs (colony forming units) of Lp299v. NextFoods claims that Tropical Green is lower in calories and sugar than the leading green juice brand as well as boasting a fruity flavour. In addition to being suitable for individuals with allergies, or who are vegan,Tropical Green is certified USDA Organic, Kosher by the Orthodox Union and can be consumed by young and old alike. GoodBelly Coconut Water is available for sale in select retail outlets and will soon be distributed nationwide. GoodBelly Tropical Green will be available nationwide from June 2011. Both beverages are available in 32oz cartons.
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functionaldrinks zenithinternational newsletter Page 3 Issue 207 6 April 2011
functional dairy
United States
New smoothie doubles as postworkout drink, snack or breakfast beverage
Protein Plus Parfait Smoothie is free from preservatives, artificial flavours, colours or genetically modified (GM) ingredients. Each 8oz serving contains just 180 calories, 3 grams of fibre, 30% of the daily value (DV) of calcium and a full serving of fruit.The smoothie is sweetened using a combination of brown and cane sugars and stevia. According to Bolthouse Farms, the smoothie was developed to cater to consumers looking for a satisfying, healthy choice for breakfast, for a refreshing afternoon snack or as a post-workout re-fuel.
California-based Bolthouse Farms has expanded its line of Protein PLUS shakes with the launch of a new variant. The latest addition is Parfait Smoothie, so far the only yogurt parfait-based smoothie in the line-up. The smoothie is made with strawberries, yogurt and granola, and has been described as having an extraordinary taste. Protein Plus Parfait Smoothie is made with 100% natural ingredients, including the company's proprietary whey and soy protein blend. In addition Parfait Smoothie packs 25g of protein per 15.2 oz bottle with a smooth, creamy finish, unlike the chalky texture common to other protein drinks.
Bryan Reese, Chief Marketing and Innovation Officer at Bolthouse Farms, commented on the launch, "The Parfait Smoothie tastes so exceptional that you may be surprised to know that each bottle delivers 25 grams of protein. For people on the go, there's probably no easier way to make protein a part of your diet." Parfait Smoothie is the third variant in the Protein PLUS range, joining Chocolate and Mango.The smoothie is available nationwide and carries a suggested retail price of US$3.19 per 15.2oz bottle.
www.bolthouse.com
energy drinks
Europe
New drink takes off in Europe Convivo GmbH has recently unveiled its energy drink that is set to kick start a new generation of energy drinks. Take Off, as the beverage has been named, contains the customary energising ingredients such as caffeine and taurine. Moreover, to deliver a sustained boost of energy,Take Off also includes Palatinose, a patented ingredient developed by ingredients specialist BeneoPalatinit. The secret behind Palatinose is that it continuously releases glucose ensuring that blood glucose and insulin levels remain consistent thus avoiding the 'crash' commonly associated with energy drinks.
"There is a growing trend for drinks that help consumers to 'make it through the day.' This sub-trend within health beverages is being driven by consumers' continued need for energy. This need has triggered the creation of increasingly innovative blends of drinks which, as we see with Convivo's Take Off energy blend, not only create but maintain energy in consumers." Take Off was first launched in Germany and Austria at the beginning of March and shortly after it was introduced in Spain, Czech Republic and Romania. In Germany,Take Off is available in Classic (Red Energy and Fruit Mix that contains raspberries and red berries), Cola Mix and Fruit Mix variants as well as an energy shot. In Spain, the energy drink is available only in Classic whereas in Austria the shot is also sold and in Romania and Czech Republic both the Classic and Cola Mix are available. The energy drink is distributed by logistics company Lekkerland.
Tim Van der Schraelen, Marketing Communication Manager at Beneo commented,
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functionaldrinks zenithinternational newsletter Page 4 Issue 207 6 April 2011
energy drinks
United States
Energy drink sets the gold standard in the category Reliv International, producer of nutritional supplements, has launched an energy shot that claims to tackle all three factors in the fatigue cycle: physical fatigue, mental fog and stress. Branded 24K, shot contains 24 healthpromoting ingredients including vitamins C, 200% of the daily value (DV) of B6 and a staggering 1,667% DV of vitamin B12. These, alongside taurine, help to tackle physical fatigue by unlocking energy from cells.
target what the company calls mental fog and stress. Other mind boosting ingredients include choline, omega-3, gingko biloba and Memorzine from Marco Hi-Tech which helps improve memory, focus and concentration. Finally, BioSerae's Serenzo relaxation ingredient and valerian root extract help deal with stress. 24K is made using natural and artificial flavours and is sweetened using stevia. Each 1oz serving of 24K provides just five calories. According to the company, its primary aim was to create an alternative energy drink that could provide energy without the 'crash' typically associated with such drinks. Reliv International thus positions 24K as a healthier energy drink for consumers looking to avoid high carbohydrate, sugar and caffeine beverages on the market. 24K is sold only through Reliv independent distributors.The drink is available in a multi-serve 28oz bottle as well as 2oz shot for on-the-go consumption.
The energy shot also features amino acids L-carnitine, L-theanine, acetyl Lcarnitine and GABA, all of which
www.reliv.com
nutraceuticals
United States
Enriched drink features breakthrough technology
According to UnhwaUSA, Ddobyul Wild Ginseng Stem Cell has been proven to reduce oxidation in the body while strengthening the immune system, leading to higher energy levels and better protection from diseases.
UnhwaUSA Corporation, distributor of nutritional and cosmetic products, has unveiled a health-boosting drink made using state of the art technology. As with the rest of the company's product portfolio, the new drink LifeAde, is enriched with Ddobyul plant stem cell. LifeAde is a combination of organic fruit and vegetable juices from pears, apples, carrots and tomatoes as well as the patented Ddobyul ingredient.
LifeAde contains 12ml of Ddobyul as well as phytochemicals from the fruits and vegetables. In addition, the drink is sweetened with agave syrup and is free from artificial colours, flavours or preservatives. The company recommends drinking one pouch of LifeAde in the morning on an empty stomach to improve absorption of nutrients and reactivate the body's biorhythm. LifeAde's allnatural ingredients make it an ideal beverage for children, teenagers and adults alike. However, UnhwaUSA President Ian Kim pointed out that LifeAde can also be consumed as a meal replacement or throughout the day to maintain energy levels. LifeAde available in 120ml pouches and is sold through the company's website in packs of 7 and 28 retailing for US$38 and US$148 respectively. www.unhwausa.com
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functionaldrinks zenithinternational newsletter Page 5 Issue 207 6 April 2011
nutraceuticals
Mexico
Drink helps the body 'reboot' after a big night out Rebootizer Mexico has just unveiled the launch of the popular anti-hangover drink in the country. Rebootizer, first launched in France in 2008 (see Issue 149), was designed to help stimulate the body's ability to eliminate toxins, be it from excessive alcohol intake or from other food and drinks. Rebootizer is made with 100% natural ingredients such as liquorice, lemon balm, artichoke, lime and cranberry. Moreover, Rebootizer is free from preservatives and colourings and is packaged in an innovative pouch which maintains its active ingredients fresh and protected from oxidation right up until the point of consumption.
Rebootizer is marketed as being the perfect drink for parties, business lunches (as a digestif), after strenuous sports or simply at times of great physical or mental stress. As a hangover cure, the company advises consuming one pouch at the end of the night to ensure the body has rid itself of toxins by the following morning. To mark the official launch of Rebootizer in Mexico in February, the company organised an exclusive party where guests could sample the drink. The product is now distributed to restaurants, bars and nightclubs where it retails for approximately Pesos 50 for one pouch. The company has revealed that after the initial launch phase, expected to last six months, distribution of Rebootizer will be expanded to convenience stores and subsequently to supermarkets and discounters in the final phase. www.rebootizer.mx
nutraceuticals
United States
No more snooz'n through the alarm in the morning! functionaldrinks spoke to Matt Kessler, Promotions Coordinator at leading brand marketing and management company IntermarkBrands, about the company's relaxation drink. The company officially launched its sleepinducing beverage Snooz'n in October 2010, at the same time as the brand's website went live. Snooz'n is described as an aid for consumers who have sleep ailments and/or dislike taking pills.The drink is predominantly targeted at women aged 24 to 80. Snooz'n contains a range of active ingredients to help naturally induce sleep including melatonin to regulate the sleep cycle, 5-HTP which is a precursor to serotonin, and GABA to reduce stress and increase the production of endorphins. Other amino acids found in Snooz'n are L-tryptophan to treat insomnia,
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sleep apnoea and nocturnal teeth grinding as well as essential amino acid L-threonine to support the central nervous system. Snooz'n also contains several herbal extracts well known for their tranquilising effects.Valerian and chamomile are said to treat insomnia, anxiety, stress and other ailments.White willow is commonly used to treat inflammation, while passion flower promotes calm and peace of mind, hence making it easier to fall asleep. Lemon balm also features in Snooz'n's formulation because, apart from its anxiety and stress-busting properties, it is known for helping ease muscle spasms. IntermarkBrands has developed a comprehensive marketing strategy that includes celebrity outreach, special offer coupons, free trials and editorial coverage for its relaxation drink. Not surprisingly, Snooz'n has generated considerable interest since its launch a few months ago and as a result it will start selling through retail outlets such as grocery, drug and specialty in the West Coast in April as well as through select outlets across the country. Currently, Snooz'n is only available for purchase through the brand's website, retailing for US$2.99 for a 2.5oz bottle although it can be bought in packs of six, twelve and twenty four.
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functionaldrinks zenithinternational newsletter Page 6 Issue 207 6 April 2011
functional dairy
Germany
'X-treme' source of protein for male athletes launched Nutrichem, German manufacturer of products for specific nutritional needs, has unveiled its first low-fat RTD protein drink. Launched under the sports nutrition brand name Inkospor, the protein shake is the first in the portfolio to be packaged in plastic bottles that allow for consumption on the go.
a high calorie turnover. In contrast, the new formulation is low in fat and carbohydrates and aimed at people who want to increase their protein intake without the associated calories. Each bottle provides a whopping 50g of protein, 35g of carbohydrates and around 2.5g of fat. Xtreme Protein is available in three variants: Strawberry,Vanilla and Chocolate. X-treme Protein is marketed as a 'six pack', not simply because it is available in packs of six bottles, but also because the bottles themselves are moulded to resemble a man's abdominal 'sixpack'. X-treme Protein is sold through a range of health and wellness outlets as well as through a wide range of online retailers.
X-treme Protein was modelled on the original Inkospor formula, which was designed to be high in fat and carbohydrates for muscle builders with
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enriched beverages
India
Multinational helps consumers lead healthier lifestyles In response to growing consumer interest in health and wellness, Hindustan Unilever has recently launched a range of soy drinks. The new portfolio was introduced under the Kissan umbrella brand of food products. According to the company, Kissan Fruit Juice and Soya is packed with the natural goodness of soy beans thanks to its soy milk content, together with fruit juices and nine essential minerals and vitamins to support overall health.
classed as a super food as it is rich in nutrients including protein, omega-3 and omega-6 fatty acids, calcium, magnesium, potassium, phosphorous, zinc, iron, folic acid, fibre and vitamins B1, B2 and B6. Kissan Fruit Juice and Soya is lactose- and cholesterol-free and positioned to be consumed by consumers of all ages and at any time of the day, especially in the morning as part of a healthy breakfast. Also launched is a Kissan-branded Soya Milk beverage line. Harpreet Singh, General Manager Packaged Foods, commented, "In the past few years India has seen a sea of change in everything; from gizmos to lifestyle patterns.The rise of convenience culture has created a leaning towards new age, but also created some unhealthier food and beverages.We at Kissan have recently launched the Kissan Fruit Juice and Soya and Soya Milk in the beverage category. Our aim is to provide healthy and tasty beverage options for our consumers who live a fast paced life. It is necessary to propagate the natural goodness of Soya so that consumers continue to harness the health benefits of this 'wonder food.'" The range comprises a plain soy milk variant as well as Apple, Mango and Orange variants.
In fact, soy is sometimes
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functionaldrinks zenithinternational newsletter Page 7 Issue 207 6 April 2011
functional dairy
Japan
Iconic probiotic drink updated with low calorie variant Kagome has launched a light version of its iconic Labre probiotic drink.
drink is best consumed at night enabling women to wake up feeling refreshed the following morning. The probiotic contained in Labre is derived from vegetable lactic acid of the same name. The Labre strain was reportedly first found in Kyoto's famous pickles (Suguki in Japanese) and is said to survive longer than other strains in the gut. To promote the drink, the company designed a TV campaign which first aired on 5 March, starring Japanese actress Miki Maya.
The original Labre was first launched in 2006 (see Issue 85) and marked the emergence of lower calorie dairy-based probiotic drinks. The beverage contained 20% fewer calories than other comparable drinks. The new fat-free Labre Light contains even fewer calories, at just 14 calories per bottle compared to the original 35 calories.
Labre Light was officially launched on 7 January 2011 in select cities, but distribution has now been widened nationwide. The probiotic drink can be bought through modern retail and pharmacies. Labre Light is sold in packs of three 80ml bottles. Each pack retails for approximately Yen 170.
Labre Light is targeted at women aged 30 and over. According the company, the daily dose
www.kagome.com
functionaldrinks in brief
Europe
Friesland Campina's submitted claim for calcium-enriched juice and tooth demineralisation has been rejected by the European Food Safety Authority (EFSA). According to EFSA, the submitted evidence failed to explore the potential of enriched and non-enriched juices for demineralisation of dental enamel by acid production in plaque as a result of sugar fermentation. Coca-Cola Enterprises (CCE) has said that the energy drinks category is a "major growth opportunity." According to Hubert Patricot, Executive Vice President and President of CCE in Europe, energy is one of the top growth categories for the bottler. Patricot also revealed CCE intends to launch Monster energy drink in Sweden imminently. France: A TV ad for Red Bull that pictured cartoon characters on a nudist beach has been banned from TV after complaints of its explicit content. However, the ad has been allowed to show in cinemas in movies rated appopriate for over 16-year olds.
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North America
US: ISS Research, producer of OhYeah! sports nutrition products, has been promoting its RTD protein shake in the trade press. To promote the drink, the company has enlisted Albert Pujols, baseball player with the St. Louis Cardinals, to act as its brand ambassador. Dewmar International Brand Management Company, producer of Lean relaxation drink, has said it is looking to expand its roster of distributors. To this end, it is making available brand merchandiser support for direct store delivery (DSD) partners. The state of Alabama has recently banned the sale of beverages that contain caffeine and alcohol after it found them to be dangerous and to pose a serious health risk. The decision comes after the US Food and Drug Administration advised against such beverages. DC Brands International, producer of HARD Nutrition Functional Water Systems, has said that its supplements are now being used in the Peterson Air Force Base commissary. Chief Executive Officer and President Richard Pearce
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functionaldrinks zenithinternational newsletter Page 8 Issue 207 6 April 2011
functionaldrinks in brief Drink R-1 Best beauty drink: Abios Co Ltd from Japan, with Kosanka Best natural ingredient for functional drinks: Biovelop AB from Sweden, with PromOat Best new functional ingredient concept: Tate & Lyle from France, with Quince Apple Enrich Best packaging for functional drinks: Rexam, with Ocóo in Rexam Fusion Bottle
said that the company, through its products, is looking forward to being part of the healthy lifestyles of these active individuals. Rebootizer USA, exclusive distributor of Rebootizer Detox Shaker, has signed Kris Kinn, professional kiteboarder and International Team Rider for Best Kiteboarding, to its growing team of sponsored athletes. The distributor has also partnered with "The Balancing Act", a national women's morning show on Lifetime Television. Rebootizer will be featured on the show on 2 May. Rebootizer will also sponsor five of 'The Balance Your Life' Road Tour 2011 appearances reaching over 275,000 women face to face and one million on-air and online.
World
The winners of the Beverage Innovation functionaldrinks Awards were announced at the Global Beverages Summit, held at the end of March 2010 in Washington, DC. Congratulations to all: Best natural functional drink: SPI West Port Inc from the United States, with Alõ Drink Best energy drink: Ex Drinks LLC from the United States, with Ex Pure Energy Best alertness drink: Nawgan Products from the United States, with Nawgan Best relaxation drink: Big Quark from the United States, with BeautySleep Best sports or fitness drink: GT Beverage Company LLC from the United States, with Sportastic Best health drink: Meiji Dairies Corporation from Japan, with Meiji Yogurt
functionaldrinks zenithinternational newsletter
Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Contributors: Yumiko Magara 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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It has emerged that in 2010 Red Bull owner Dietrich Mateschitz invested €181 million in the company's two Formula 1 teams, Red Bull and Toro Rosso. In addition, it has been estimated that the return on investment (ROI) amounted to 150% as it is the equivalent of spending €270 million on publicity space thanks in part to the ranking achieved by the drivers of both teams. Provexis and DSM Nutritional Products have signed an agreement to commercialise DSM-owned intellectual property through the development of a product for the promotion of healthy blood glucose levels. New Zealand: Red Bull New Zealand posted a 7.5% rise in sales in 2010, reportedly its best result since it started operating in the country ten years ago.Value sales for the year amounted to NZ$30.3 million. Increased marketing, administration expenses and adverse foreign exchange rates affected net profit, which fell from NZ$10.7 million to NZ0.89 million. Red Bull is estimated to hold 20% of the market.
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