functionaldrinks zenithinternational newsletter This issue at a glance...
Page two Organic movement goes global
Page seven German protein drink debuts
Page four The benefits of the olive in a drink
Pages six and seven Focus on recovery drinks in the US
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Issue 208
nutraceuticals
20 April 2011
United States
Flower drink tackles common weight loss problems
most likely be women aged 18 to 60.
Maayan LLC, producer of herbal beverages based on the Bach flowers system, has added a new shot drink to its portfolio.
Slim Water was officially launched at the Natural Expo West in California, on 11 March 2011. Glick explained that even though the drink has only been in the market for just over two weeks, Slim Water has generated a lot of interest with orders already on the way to distribute the drink to natural food stores, spas and weight loss clinics.
The new Slim Water contains four active ingredients derived from the flower essences used to make it: Cherry plum is known for alleviating impulses to commit irrational acts such as losing control or self harming. Chestnut Bud helps avoid making the same mistake over and over again. Crab Apple tackles feelings of impurity or unattractiveness and shame. Mustard helps overcome feelings of gloom and mood swings.
functionaldrinks spoke to Orly Glick, Founder, who told us that the company has a physician advisory board of Naturopathic doctors and flower essence experts from around the world that advise the company on the formulas and perform focus groups to test the drinks' efficacy.
Glick commented on how the company intends to maintain the momentum so far generated, "As the product has great success, we plan on mainly educating the public on the benefits of its flower essences through targeted magazine advertising and instore education and tasting." Glick also told us about the company's future plans which include releasing Focus and Sleep variants, although their respective flavours and formulations are under wraps at the moment.
These four flowers work together to ease emotional eating and over-eating, two common situations in which people find it difficult to control their impulses. As such, Slim Water helps consumers resist food when the trigger is emotional.
Slim Water can be found through natural food stores, spas and weight loss clinics across the US. Each 2oz shot retails for between US$2.99 and US$3.99.
Slim Water, which is available in shot, and soon in beverage format, is targeted at anyone wanting to lose weight; however, the company expects its target audience will
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functionaldrinks zenithinternational newsletter Page 2 Issue 208 20 April 2011
editorial comment Welcome to the 208th issue of functionaldrinks. As summer approaches in the northern hemisphere, beverage producers are helping consumers prepare by launching drinks that help with weight management, rehydration and recovery. US-based Maayan LLC has unveiled the latest addition to its line-up of herbal beverages that aids consumers deal with the emotional aspects of overeating thanks to its carefully-chosen flowers (see Page 1).We also look at newcomer NuVitae which has introduced a drink rich in fibre for consumers wanting to eat less naturally (see Page 4).
functionaldrinks reviews the latest news as well as the movers and shakers (see Page 6). We report on the latest organic açaí-based drinks launched by Sambazon, all of which can be consumed as part of a healthy diet (see Page 5). In the UK, start-up Olive Living has introduced its portfolio of olive-enriched juices and flavoured drinks designed to appeal to health-conscious individuals (see Page 4). Meanwhile, Conserve Italia recently expanded its Yoga AQ branded beverages line-up (see Page 3).We also report on the new RTD protein drink launched by German sports nutrition specialist Weider (see Page 7). In India, we cover the latest developments of the newly-launched Tzinga energy drink, produced by local start-up Hector Beverages Pvt. Ltd. (see Page 5). Finally, HMM International, producer of Hype-branded energy drinks, has unveiled an organic variant for those looking for healthier energy alternatives (see below).
We also cover AriZona Beverages' entry to the sports arena with a three-strong range targeted at active children and teenagers (see Page 3). In the recovery drinks category,
Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com
energy drinks
World
Organic energy drink creates a lot of 'hype' HMM International has expanded its portfolio of Hype-branded energy drinks in line with growing consumer interest in organic products. According to the company, Hype Energy Organic combines the most powerful blend of organic ingredients specifically for times of increased mental and physical exertion. HMM claims that Hype Energy Organic provides increased performance, concentration, reaction time and vigilance as well as improving emotional state and stimulating the metabolism.
The energy drink is targeted at students, athletes and even office workers who can benefit from consuming the drink for exams, during games or big office presentations. Hype Energy Organic is a lightly carbonated energy drink, made with all organic ingredients including apple juice, aloe vera, tea extract and enhanced with guarana extract.The drink also features natural flavours, antioxidants and vitamins C, B3, B5 B6 and B12. The drink provides only 45 calories per 100ml and is USDA Organic and EU Agriculture certified; it is free from taurine, artificial colours and preservatives. As with the rest of the portfolio, Hype Organic is produced in either the US or the Netherlands depending on the shipment's final destination. Hype Energy Organic can be found in all fine retailers across Canada, USA, Europe and Middle East.The energy drink is available in 250ml slim cans and in 500ml cans. To support the launch of Hype Energy Organic, HMM International has revealed it will sponsor motor sports racer Scott Fletcher, whose car will be decorated with the brand motifs. www.hype.com
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functionaldrinks zenithinternational newsletter Page 3 Issue 208 20 April 2011
enriched beverages
Italy
Italian beverage range goes green
the daily onslaught from stress and atmospheric pollution.According to the company, just two 200ml glasses of Yoga AQ guarantees the polyphenol equivalent of 60 blueberries, the vitamin C content of two oranges and the vitamin E content of 26 almonds.
Conserve Italia has added a new variant to its range of Yoga AQ branded beverages.The latest variant,Yoga AQ Verde, offers the same antioxidant boost found in the rest of the range, thanks to its formulation of fruit juices and purees with vitamins and polyphenol-rich fruit extracts.
The latest variant joins the existing range comprising Rosso (with extracts of red grape leaves and elder in a blend of blood orange, pomegranate, cherry and apple),Viola (with extracts of red grape leaves, elder, green tea in a blend of red grape, blueberry, elder and apple) and Giallo (with extracts of green and white tea in a blend of mango, passion fruit, peach, apple, grape and orange). The Yoga AQ range is packaged in elegant 750ml plastic bottles with an eye-catching label which underlines the product's value and premium positioning.Whilst suitable for the whole family, the product is targeted at active adults who are sensitive to what they eat and open to innovation.
Yoga AQ Verde comprises a blend of pineapple, lemon and apple with vegetable extracts, infused with green tea, all of which have been selected for their antioxidant credentials.Antioxidants are key in helping the body fight against
www.conserveitalia.com
sports drinks
United States
Competition in sports drinks intensifies
However, the company is underlining the fact that consumers can also enjoy the drinks at any time they wish to rehydrate themselves.
AriZona Beverages has entered the competitive sports arena with a three-strong line-up. AriZona Sports isotonic drink is 100% natural and its proprietary formula contains pure cane sugar and a balanced concentration of salts and minerals including sodium, potassium chloride and sodium citrate for ease of absorption by the body.The range is available in Fruit Punch, Lemon-Lime and Orange variants. One 8oz serving of AriZona Sports contains only 50 calories and 13g of sugar. It is free from artificial colours, flavours and preservatives.
Paul O'Donnell,Vice President at AriZona, commented on the company's extension to sports drinks, "We're real big on our tea, but one of our big lines is our juice drink flavours.We've been trying to add to all the different kinds of categories out there.� O'Donnell also explained that the target audience for AriZona Sports is young adults, adding, "we're really aiming after a younger audience. For us, this is going to be the teenage audience because of the active lifestyle they have." AriZona Sports are available in 34oz PET bottles and carry a suggested retail price of $1.99 per bottle. Distribution began in the Northeast in February 2011 and will be followed by a nationwide rollout throughout the year.
The drinks were created to be consumed whilst working out, whether before, during or after.
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functionaldrinks zenithinternational newsletter Page 4 Issue 208 20 April 2011
enriched beverages
United States
Fibre-rich drink gives new life
NuVitae is enriched with 12.5g of fibre, or 50% of the daily value (DV), in addition to containing 15 essential vitamins and minerals: calcium, biotin, folate, chromium, molybdenum, selenium and zinc as well as vitamins A, B1, B3, B6, B12, C and D3.
NuVitae has recently made its entry to the functional drinks arena with a beverage of the same name enriched with fibre and other key nutrients.
In addition, NuVitae boasts just 20 calories per can and is free from sugar, fat, sodium, caffeine, gluten, preservatives, colours and artificial flavours. As well as increasing satiety, NuVitae reportedly helps support and maintain healthy weight, cholesterol levels, blood glucose, blood tryglicerides, intestinal microflora and mineral absorption.
The company claims NuVitae is the first sparkling citrus drink designed to suppress appetite in line with the growing trend towards tackling obesity by consuming food and drinks that increase and prolong the feeling of satiety whilst avoiding diet fads that cut out entire food groups such as the Atkins or South Beach diets. Moreover, NuVitae embraces the concept of naturally eating less in a simple way.
NuVitae can be bought online through the company's website. The drink is sold in packs as well as individually in 355ml cans.
www.nuvitae.com
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United Kingdom
Drinks harness the power of the olive
Organic Orange Smooth, Organic Orange with bits, Apple & Mango and Tomato. Olive Living has also developed Italian-style gelato ice cream in seven flavours as well as a skincare range.
Olive Living unveiled its range of beverages enriched with olive oil at the recent IFE trade fair in London, UK, in mid-March.
According to Olive Living, it chose olive because of its powerful polyphenol content which is partly responsible for the health benefits associated with the Mediterranean Diet. Research has demonstrated that olives are rich in four antioxidants: tyrosol, hydroxytyrosol, oleuropein and verbasocides; of these, hydroxytyrosol has been demonstrated to have a superior antioxidant effect, scoring higher than vitamin C and even green tea.
The company claims it developed its offerings with the aim of launching products that help consumers lead healthy lifestyles by creating beverages enriched with olive oil to provide nutrition and health benefits. With aspirations ultimately for a portfolio of 20 core lines, Olive has started by introducing a five-strong range of flavoured still waters available in Original, Apple, Peach, Forest Fruits and Lychee.
Although the products have only been around for a month, the company intends to distribute them through premium national and international mass retailers, local independent retailers, local cafĂŠs and kiosks and Olive Living Limited franchises.
The company also showcased at the event its olive-infused fruit juice which is available in six variants: Organic Apple,
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functionaldrinks zenithinternational newsletter Page 5 Issue 208 20 April 2011
energy drinks
India
New energy drink receives financial backing
60 million in Hector Beverages, which started operating in mid-2009.
Having recently announced that it had secured substantial capital from investment in the company by several parties, Indian start-up company Hector Beverages Pvt. Ltd. has recently finished developing its first and highly unique energy drink,Tzinga. Amongst the investors were Catamaran Investment, FootPrint Ventures and four angel investors, which bought shares totalling Rupees
Tzinga was created to compete against Red Bull and other energy drinks available in the market. However,Tzinga differentiates itself by being packaged in pouches with a spout instead of the traditional slim can. Moreover,Tzinga is a juice-based drink that offers a refreshing taste and is sold at a lower price point at Rupees 20. Neeraj Kakkar, Chief Executive Officer and Founder of Hector Beverages, commented, "Our unique selling point is its Indian taste and affordable price. Functional beverages were negligible in the non-alcoholic, ready-to-drink segment. Now, they are 40% of the market." Tzinga was officially launched on 25 March in the Delhi region and subsequently in Bangalore, with national distribution expected to be achieved in the near future.
wellness beverages
United States
Organic drinks extend their benefits Sambazon, producer of organic Amazon superfruits drinks, has unveiled three additions to its growing portfolio of açaí beverages. The first two drinks, Organic Protein Superfood Smoothies, are protein smoothies and join the existing smoothie blends which include Energy, Immunity and Supergreens variants.The new additions combine açaí with 10g of vegan whole food protein from hemp in Chocolate or Vanilla variants. The protein smoothies also contain omega fatty acids (omega-3, -6 and -9) and provide a total of 247 calories per 32oz bottle. As with the rest of the range, the smoothies are Certified Organic. The smoothies can be consumed as a healthy snack on-the-go or as a light meal replacement.
which the company claims is the first to offer an organic juice combining such fruits. Organic Açaí with Orange Juice is rich in the three omega fatty acids and provides 150% of the daily value (DV) of vitamin C per 8oz serving.The new blend has no added sugars and just 120 calories per serving. According to Sambazon, Organic Açaí with Orange Juice can be drunk as part of a healthy breakfast or as a refreshing afternoon pick-me-up. Jeremy Black, Sambazon Co-Founder commented, "Sambazon is committed to sharing superfood health with the world in a way that consciously benefits communities and ecosystems.This latest premium juice blend extends our organic line of antioxidant-rich juices, smoothies, sorbets and smoothie packs to give you a broad range of great-tasting options that help fuel your day organically." Sambazon Organic Açaí with Orange Juice is available in 32oz and 10.5oz bottles with a suggested retail price of US$7.99 and US$2.99 respectively. Meanwhile, the Organic Protein Superfood Smoothies are sold in 10.5oz bottles with a suggested retail price of US$2.99 apiece. All three new offerings are available at select grocers and Whole Foods Markets nationwide.
The third beverage blends açaí juice with orange juice, a formulation
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functionaldrinks zenithinternational newsletter Page 6 Issue 208 20 April 2011
nutraceuticals
United States
Post party, flight and workout recovery made easier The recovery drinks category has seen significant activity in the past several months with existing brands seeing widened distribution and updated images, and new offerings launching. functionaldrinks reviews some of the latest developments in the category which is increasingly blurring the lines between energy and sports drinks and nutraceuticals. One of the newest entrants is Lush Beverage Company which introduced its eponymous drink developed by leading beverage scientists based on studies and research conducted on the best nutrients to help the body recover from a hangover, exercise and travel. Some of the ingredients present in Lush include agave nectar which aside from being a natural sweetener also has an anti-inflammatory effect and contains essential vitamins that aid recovery. N-acetyl-cysteine (NAC) is known for helping the body rid itself of harmful free radicals from the liver caused by excessive alcohol consumption or exercise. NAC has also been shown to increase the connective tissue which helps reduce pain from join inflammation, as well as protecting muscles and related tissues from damage after a tough workout. Lush reportedly also contains three times more potassium and sodium salts than the leading sports drink to reduce recovery time. It also features D-ribose as it is reputed to increase energy levels and promote the recovery of adenosine triphosphate (ATP), the main energy-carrying molecule in cells. Maqui berries provide an antioxidant effect, whilst milk thistle strengthens and purifies the liver. Prickly pear extract eases the symptoms of hangover as it is high in vitamins A and C as well as containing calcium, magnesium and potassium.
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Calcium D-glucarate counteracts the enzyme beta glucoronidase which inhibits the removal of alcohol from the body. Finally, caffeine was added to the mix to help restore energy levels. Lush is designed to be consumed after intense exercise, excess drinking or simply to boost recovery after a long flight.The drink is available in 250ml slim cans. Meanwhile Good Life has recently updated the image and formulation of its Hair of the Dog brand. Hair of the Dog is available in Light Raspberry, Zero Carbs Zero Sugar Light Raspberry and Sugar Free Night Time Light Raspberry variants. Now all three variants contain over 4,200mg of Phase 1 and Phase 2 liver detoxifiers as well as 1,000mg of vitamin C and B vitamins. In addition, all beverages are now free from preservatives. Hair of the Dog is positioned as helping consumers get rid of toxic substances such as medicines, alcohol, pesticides and chemicals. Meanwhile, Rockstar Inc which already markets its Rockstar Recovery drink on the market, recently unveiled two new recovery variants in Orange and Grape. The drinks also feature B vitamins, caffeine, taurine, panax ginseng, prickly pear extract and milk thistle to help detoxify the liver and restore energy. Other companies already active in the market have focused on expanding distribution, such as NOHO, which recently announced that its eponymous hangover drink is now available through chain convenience stores such as AM/PM, 7-Eleven, and Circle K. Moreover, the company recently partnered with artist and producer Lil' Jon. Code Blue, which launched its namesake drink (continued on Page 7)
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functionaldrinks zenithinternational newsletter Page 7 Issue 208 20 April 2011
nutraceuticals
United States
(continued from Page 6)
Foods Markets in the New York City area stores.
on the market in 2008, is now also being distributed through high end hotels to help guests recover from a late night or a long flight as well as being sold at the famous Gleason's Gym in Brooklyn, where elite boxers are said to train and at other top gyms in addition to Whole
www.drinklush.com www.dogdrinks.net www.rockstar69.com www.nohodrink.com www.drinkcodeblue.com
functional dairy
Germany
Drink provides muscle protection for athletes German sports nutrition specialist Weider has recently unveiled a ready-todrink sub-range to join its extensive portfolio of protein-based products. 100% Whey Amino Drink is a waterbased beverage enriched with 30g of whey protein isolate per bottle that was designed to help during training for muscle and strength build-up as well as for definition as it provides the body with a fast source of amino acids. In fact, the drink has a high
content of branched-chain amino acids (BCAAs), which make up 23% of the drink. 100% Whey Amino Drink is free from fat and carbohydrates, aspartame and contains just 1% lactose. One bottle provides 100 calories. According to the company, to obtain the best results, consumers should drink one 500ml serving before and one serving after exercise. This way, the BCAAs help protect the muscles from deteriorating during training and support the regeneration process and muscle development after exercise. 100% Whey Amino Drink is available in 500ml PET bottles in Orange Splash and Lemon-Lime variants. The drink can be bought through specialist stores as well as through several online retailers. www.weider-germany.de
functionaldrinks in brief
Europe
The European Food Safety Authority (EFSA) has approved a health claim linking vitamin B1 and "normal neurological development and function" in infants and children up to three years of age. The claim backed German infant food company HiPP's article 14 claim that vitamin B1 deficiency, like deficiencies in other essential nutrients, could cause "mental changes, such as apathy, decrease in short-term memory, confusion and irritability as well as polyneuritis and paralysis of the peripheral nerves." Italy: Hansen Natural has introduced its Monster energy drink in Italy and is promoting the launch in the trade press. In particular, the company is highlighting the new X-presso Coffee Energy variant. UK: Following the recall of Lucozade Sport Lite Summer Berries, GlaxoSmithKline (GSK) has
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said that it believes the preservative potassium benzoate may have caused the unpleasant smell and taste of which consumers complained.
North America
US: Food and drug attorney Marc Ullman has said in an interview that the relaxation beverage category may face particular problems as drinks makers look to include ingredients intended to promote relaxation or alertness in their products. Ullman explained that the problem is that products often make claims regarding ingredients that have not gone through the GRAS (generally recognized as safe) process required for food ingredients. Campbell Soup has revealed it intends to launch several new beverages in the second half of 2011 in view of exciting opportunities in the category. Potential new drinks include energy drinks with green tea and smoothies.
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functionaldrinks zenithinternational newsletter Page 8 Issue 208 20 April 2011
functionaldrinks in brief Hansen Natural has revealed it does not plan to increase the price of its energy drinks portfolio despite rising commodity costs. CFO Hilton Schlosberg explained, "There will be some impact on margin with regard to cost. And that's something that we, at this time, we just don't want to talk about frankly." Mix1 has sold a minority stake to US chocolate confectioner Hershey for an undisclosed sum. As part of the transaction, Mix1 will remain independent although it will have access to Hershey's supply chain, marketing and operations. Mix1 CEO John Burns said, "We feel it's a great win for Hershey and a great win for the company." Attitude Drinks has completed a clinical trial with the United States Sports Academy (USSA). The company said that the trial confirmed that its Phase III Recovery Drink provides superior recovery after exercise in various comparisons involving Gatorade, generic chocolate milk and Muscle Milk. Rok Natural Energy has signed a deal with can specialist Rexam to begin using its aluminium bottles for its eponymous energy drinks range. Rok confirmed it has already commenced using Rexam's 330ml Fusion bottles which are manufactured in Czech Republic. Neuro Brands has appointed Mike Fransz as Director of Marketing. Fransz will be responsible for growing and maintaining the Neuro brand across the country as well as managing the company's entire marketing team. Market research firm E-Poll has revealed that Gatorade's "G" symbol enjoys recognition only
functionaldrinks zenithinternational newsletter
Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez Commercial Consultant: Matt Wilton
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half that of the original lightning bolt symbol despite extensive advertising. Other results demonstrate that Powerade is better recognised than "G", which was recognised by only 43% of respondents. According to recently released retail data, sports drinks volume sales returned to growth in 2010 led by Gatorade which posted growth of 6.5% for the year. Powerade enjoyed much higher growth of 24.3%, although by volume the brand is significantly smaller. Overall, the category grew by 11.3% for the year.
World
The American Beverage Association (ABA) has responded to claims made by a report that energy drinks have serious adverse effects in children, adolescents and young adults suffering from seizures, diabetes, cardiac abnormalities or mood and behavioural disorders. ABA said, "Like all foods, beverages and supplements sold in the US, energy drinks and their ingredients are regulated by the US Food and Drug Administration. When it comes to caffeine, it's important to put the facts in perspective. Most mainstream energy drinks actually contain half the caffeine of a similar size cup of coffee." GSK Category Controller, Mark Sterratt, also replied to the criticisms made in the report. Sterratt stated, "We don't market to children at all, quite the opposite, and we are quite clear about that. The category has been in continual growth for about ten years now, but the way in which we market energy drinks is 'functional for you', sports marketing, which we believe has a more positive connotation and we play different roles within that with our different products."
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