110511_FD_Issue 209

functionaldrinks zenithinternational newsletter This issue at a glance...

Page three New shot of health and energy

Issue 209

nutraceuticals

United States

New ten minute relaxation range

feeling refreshed without side effects.

TAKE 10 Beverages has introduced a line of dietary supplements in day-time and nighttime strengths to aid relaxation and sleep.

The eponymous supplements contain proprietary blends of natural herbs selected for their specific functionality.

Page five UK vitamin drink is rebranded

Page four US drink targets apathy

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TAKE 10 to Relax contains organic valerian root extract, rose hip, eleutheroccus and rhodiola rosea organic extracts as well as GABA, Ltheanine and choline.This blend, the company claims, supports stress relief, muscle relaxation, tension relief and has a calming effect on the mind. In addition, the shot helps prevent fatigue and curbs anxiety.

TAKE 10 to Sleep features a blend of chamomile, valerian root, rose hips, kava root, and passion flower extracts in addition to L-theanine, choline and melatonin. Reportedly, this variant helps consumers slip into a restful sleep without the use of over-the-counter or prescription medications.TAKE 10 to Sleep not only helps users fall asleep but also helps them to stay asleep throughout the night so that they wake up

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TAKE 10 to Relax and TAKE 10 to Sleep are white grape and blackberry flavoured respectively.

Both shots are calorie-free and are packaged in 2oz bottles.

Ryan Erickson, Co-Founder and Chief Operating Officer of TAKE 10 Beverages commented, "We view the success of the energy shot category as telling in terms of how consumers are now looking at dietary supplements and the role they play in everyday life. It also forces us to think why are we in such need of energy boosts throughout the day? The answer is that an overwhelming number of Americans lack quality sleep and the tools necessary to relax.That's where TAKE 10 fits in, and it does so in the twoounce shot format that consumers and retailers are familiar with."

Erickson continued, "There are other dietary supplements, but we believe TAKE 10 is the first to develop a blend of natural ingredients in a two-ounce shot that actually delivers on the 'calming' premise.We hear from new customers every day who've found a solution to sleep and relaxation without the use of medications, and that's the ultimate validation of our concept."

Both shots are sold through a range of convenience stores across the US as well as through the company's website. A 12-pack retails online for US$35.88.

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functionaldrinks zenithinternational newsletter Page 2 Issue 209 11 May 2011

editorial comment Welcome to the 209th issue of functionaldrinks.This issue we focus on a handful of brands that have recently expanded their product ranges to better meet consumer needs or health concerns.

In Italy, we look at PepsiCo Beverages' latest Lipton variant in time for summer with a unique flavour that is both refreshing and healthy (see Page 6).We also report on the recently launched juice variants by Coca-Cola HBC Italia that appear to mark a shift towards functionality for the Amita brand (see Page 4).

In the US, we cover the introduction of two new variants by Assure Food & Beverage, each of which targets energy and heart health concerns (see Page 6). Meanwhile, AriZona Beverages has expanded its vitamin-rich line with a fifth variant that rehydrates thanks to containing coconut water and added electrolytes (see Page 7).

We also see the launch of three new spiceinfused beverages by Prometheus Springs with the unlikely ingredient of capsaicin for a dose of heat and a metabolic boost (see below).

Further blurring the sometimes hazy line between energy drinks and recovery beverages, we take a look at Bonavitas' shot that was designed to energise whilst helping the body detoxify (see Page 3). In the energy sphere, Warrior Energy has recently unveiled two new energy variants made with organic tea and sweetened with Reb A (stevia) (see Page 4).

In the nutraceuticals category there has also been a flurry of activity, with Peaceful Remedies unveiling its re-formulated Flight shots with an ingredient that supports vascular health (see Page 3). Also, TAKE 10 Beverages has launched two shots, one for day-time relaxation and the other one for night-time stress-relief and sleep aid (see Page 1).

Finally, in the UK we report on the latest news from PepsiCo which is rebranding its existing vitamin water range under the SoBe umbrella (see Page 5).

Cecilia Martínez Núñez Deputy Editor cm@zenithinternational.com

wellness beverages

United States

New drinks turn up the heat Prometheus Springs, producer of spice-infused beverages, has added three new variants to its portfolio.

The three new beverages are all infused with capsaicin, the active component of chilli peppers which gives them their 'heat'.

Although the drinks are positioned more as an indulgent, refreshing option, the company claims that capsaicin helps speed up the metabolism and elevates mood by inducing the brain to release the feelgood hormone endorphin.

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The new variants comprise: Spice Pear which is described as mixing the flavour of orchard-fresh pears with the company's 'secret' spice blend.

Mango Chill which, according to the company, is not too sweet and not too spicy, with a chilli pepper taste appearing after the tropical mango flavour.

Citrus Cayenne which contains pear, lemon and grapefruit juices for a refreshing flavour with a smoky note thanks to the addition of cayenne pepper.

All variants are organic, Kosher and 100% natural as they are free from artificial colours or high fructose corn syrup.They join the existing Lemon Ginger, Pomegranate Black Pepper and Lychee Wasabi variants.

The six-strong range can be bought online through the company's website as well as through select retailers across the country such as Whole Foods Market.

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functionaldrinks zenithinternational newsletter Page 3 Issue 209 11 May 2011

energy drinks

United States

Mexican inspired shot heats up the market Utah-based Bonavitas has launched its second shot drink that promises to energise and help maintain health at the same time.

The energy shot also features lemon which is rich in vitamins C and B and minerals calcium, phosphorus and magnesium; lime for its high vitamin C content; quercetin which is rich in flavonoids and helps the body free itself from toxins; moringa due to its rich nutritional content and antioxidant effect that supports overall health, and finally neem, an Indian fruit renowned for its medicinal properties ranging from improving immune health to supporting blood sugar levels and vascular and nerve functions.

Tommy Wilson, President of Bonavitas commented, "Using natural ingredients known for their fat-burning and energyboosting properties,Virgin Tequila awakens your body and your taste buds.

The lemon, lime and chilli peppers give Virgin Tequila a spicy flavour of Mexican drinks, celebrating the Mexican American heritage."

With the unlikely name of Virgin Tequila, the company describes the shot as containing caffeine comparable to three cups of coffee as well as blending nutrients from fruits known for their energising, healing and detoxifying properties.

More specifically,Virgin Tequila contains capsaicin as it increases metabolic activity for 20 minutes after having been ingested and honey to provide a natural source of carbohydrates that instantly boosts performance and endurance which is absorbed both quickly and slowly thanks to its combination of glucose and fructose.

Virgin Tequila joins Bonavitas' existing Sweet16 shot drink and its R12 recovery drink.

The 2oz shot is available for purchase through the company's website as well as through its network of distributors. www.bonavitas.com

nutraceuticals

United States

Reformulated drinks reduce flight risks Peaceful Remedies LLC has unveiled a reformulated version of its Flight relaxation shots to provide consumers with an improved flying experience.

The formulations for DAY and NIGHT FLIGHT relaxation shots have been updated and now both contain Fruitflow, an ingredient developed by Provexis. Fruitflow has been scientifically demonstrated to help prevent the formation of blood clots from platelet aggregation. Normal platelets are smooth, and known as inactive, but lifestyle factors such as obesity, smoking and high cholesterol levels can lead to

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'spiky' platelets which in turn can cause clots.

The risk of developing blood clots, or deep vein thrombosis (DVT), is higher during long flights due to prolonged periods of inactivity, coupled with limited space for movement. For this reason, airlines nowadays advise customers to perform leg exercises to stimulate circulation and reduce the risk of DVT. DAY FLIGHT contains relaxing ingredients such as amino-acids L-theanine and L-threonine in addition to B vitamins, açaí, GABA and passion flower to help relax stressed consumers without causing drowsiness. Meanwhile, the NIGHT variant features melatonin, valerian root and chamomile to help promote a restful night's sleep.

According to Peaceful Remedies, the Flight shots are the first beverages in the US to feature the patented ingredient. Both shots are available at all major US airports as well as online through select retailers.

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functionaldrinks zenithinternational newsletter Page 4 Issue 209 11 May 2011

enriched beverages

Italy

Fruit juice range takes first functional steps?

With the launch of three new additions to its Amita branded juice and nectars range CocaCola HBC Italia appears to be tentatively adopting a more functional standpoint, or, at the very least, focussing consumer attention on the health benefits of its Greek origin product range.

Unveiled in May, the new additions to the 13-strong range comprise Pink Grapefruit, Mango&Friends and Lemon Lime. In its promotional activity for the newcomers, the company underlines the inherent vitamin C content of lemon, lime and pink grapefruit juice and its antioxidant

qualities and benefits for the body's natural defence mechanism. But more interestingly, it expressly points to the benefits to digestion and circulation of ginger, which is added to the Lemon Lime variant.The Lemon Lime and Pink Grapefruit variants are limited editions and will be on sale until September.The brand expansion has been backed with a â‚Ź10 million advertising budget.

The Amita range is targeted at both men and women who enjoy physical activity and who are looking to stay in shape. Bottled in 20cl glass, the contents of each Amita variant are fully protected by a highly-coloured sleeve.

With consumers increasingly demanding beverages that are both tasty and thirst quenching but equally which provide some benefit for their general health, the fruit juice market has been evolving progressively over the past few years, away from a target audience of just younger consumers to a much broader, adult-oriented audience.With this in mind, it seems likely that fruit juices will increasingly form the foundations for delivering functional ingredients with specific benefits to consumers searching to boost their overall wellbeing. www.coca-colahellenic.it

energy drinks

United States

Drink fights fatigue and lack of energy Warrior Energy has recently made its entry to the functional arena with two energy variants enriched with vitamins and herbal extracts.

Launched under the Warrior brand name, the drinks are made with organic tea and enriched with vitamins B3, B5, B6, B9 and B12 for energy as well as vitamin E to reduce free radical damage and vitamin C for its antioxidant effect as well as for supporting the creation of red blood cells.

The energy blend also features yerba matĂŠ which, as well as being reputed for its revitalising effect, is also known to contain several of the vitamins

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necessary to sustain life in addition to key minerals, polyphenols and xanthenes.The blend also contains maca root and cordyceps.

Maca root is said to improve strength and endurance, increase libido and combat fatigue.

The root is also nutrient-dense as it contains vitamins, plant sterols, essential minerals, amino acids and healthy fats.

Meanwhile, cordyceps is a highly valued medicinal fungus in traditional Chinese medicine as it helps improve endurance and energy as well as increase oxygen intake.

Warrior Energy is available in Green Tea and White Tea variants packaged in 16oz cans.They are both sweetened with agave nectar and one serving provides only 15 calories.

Warrior Energy is already available in Maryland, West Virginia and Virginia where it can be bought through select retailers as well as online through the company's website and through Amazon.com.

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functionaldrinks zenithinternational newsletter Page 5 Issue 209 11 May 2011

nutraceuticals

United Kingdom

Cordials category gets exciting functional debut Bio-Synergy has recently unveiled the first functional cordial in the UK to help women in their battle to lose weight.

The cordial was launched under the Skinny umbrella brand which already consists of functional flavoured waters and a functional cola.

The cordial provides 250mg of L-carnitine when diluted which research suggests can increase the body's ability to use fat as an energy source as well as enhancing the antioxidant effect of vitamins C and E.

The Skinny cordial provides 20µg of chromium, equivalent to 50% of the recommended daily allowance (RDA) of chromium, which has been shown to help reduce sugar cravings as well as tackling type 2 diabetes.The dilutable also provides zinc and vitamin D3 which help boost the immune system.

Each 250ml serving of cordial with water provides only 9 calories, with each 1 litre bottle containing 20 servings.

The Skinny Cordial is available in Orange and Pink Grapefruit variants.The cordials can be bought online through the company's website and Littlewoods as well as through Holland & Barrett health stores in the country.

www.bio-synergy.co.uk

enriched beverages

United Kingdom

South Beach lifestyle expands in the UK Hot on the heels of the recent launch in the UK of SoBe Pure Rush energy drink (see Issue 206), PepsiCo UK and Britvic are seeking to further capitalise on the SoBe brand with the recent rebranding of Pepsi-owned V Water range, consisting of six variants each with a distinct benefit, to SoBe V Water.

The brand has also been given a new image and packaging in 500ml bottles with an eyecatching label that draws upon the spirit of South Beach, Miami, from where the SoBe brand takes its inspiration, that stands out better on the shelf in order to increase consumer awareness instore.

The range also boasts two new variants, Forti-Fight and Vrroom, created with a wide audience in mind, in particular 2025 year-olds who are looking for soft drinks that complement their active lifestyles and enhance general wellbeing.

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The variants are: Shield (Lemon and Lime) with vitamin C, zinc and echinacea Detox (Elderflower and Pear) with B vitamins, artichoke and dandelion Vrroom (Tropical Citrus) with vitamins C, D and E, calcium, zinc and selenium Kick (Ginger and Mango) with ginseng and vitamins C, B3, B5, B6 and B12 Glow (Pomegranate and Blueberry) with zinc, selenium and vitamins E and C Forti-Fight (Blackcurrant and Goji Berry) with zinc and vitamin C The range will be promoted through the launch of a new facebook site, a PR campaign, outdoor advertising and in-store sampling and events.

Head of Seed Brands at Britvic, Jon Evans, commented, "SoBe V Water offers consumers a great tasting low calorie drink with the added benefit of vitamins. Each individual flavour includes a mix of vitamins designed to suit every consumer, no matter their mood or need-state.

Functional Water has been a star performer over the past year with sales of V Water growing by 152%, however, we believe there is even more room for growth.That is why we are investing £5m in marketing the new SoBe V Water range, which our research shows will help extend the appeal of the brand and help grow the category."

SoBe V Water is already sold though grocery, convenience and independent outlets. Each bottle retails for £1.39. www.britvic.co.uk

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functionaldrinks zenithinternational newsletter Page 6 Issue 209 11 May 2011

enriched beverages

Italy

Ice tea goes fruity

few years, leading to growth of the whole category. In our opinion, Lipton Ice Tea Green Lemon was the driving force behind the brand's growth, and now we want to reinvigorate the segment with a new, unique and delicate flavour to provide consumers with a wide range of products. Lipton Ice Tea Green Mango is a product which combines the benefits of green tea with the natural taste of mango - a perfect mix for a drink which is fresh, light and offers a delicious taste."

PepsiCo Beverages has added a new variant to its Lipton Green Tea range, Lipton Ice Tea Green Mango, just in time for the summer.

The new addition, which was launched in April following extensive market research, combines a blend of green tea with mango juice to provide a drink which is both 'refreshing and revitalising,' according to the company.The drink is described as both healthy and energising, and is aimed at consumers who wish to 'promote well-being without sacrificing taste.'

The variant joins the existing Lipton Ice Tea Green Lemon, which was first launched in May 2009. Both variants are packaged in 0.5 litre and 1.5 litre formats, and sold at â‚Ź0.80 and â‚Ź1.20 respectively through large retailers.

Brand Manager Lipton Ice Tea Barbara Colombo commented, "The green tea segment has literally exploded in the last

www.lipton.com/it_it/

enriched beverages

United States

Eco-friendly drinks tackle health concerns Assure Food & Beverage, producer of enriched beverages, has just added two new variants to its portfolio.

and is low in sodium, low-calorie and is balanced with antioxidants and electrolytes. Moreover, it is free from preservatives, artificial colours and flavours as is the rest of the range.

Also just launched is Assure for Energy, which has been enriched with D-Ribose to help in the recovery process from fatigue and which revitalises naturally.The ingredient is also important for heart function and helps maintain healthy heartbeat volume during and after high intensity exercise.

Assure for Energy is Tropical Tangerine flavoured and has also been enriched with vitamins B and C.

The company first unveiled a fourstrong line-up of beverages in December 2010 that targets different health aspects such as mind, body, immunity and bone health. Each variant is enriched with specific active ingredients and available in 12oz pouches, offering reduced packaging.

The first of the two new additions, Assure for Heart, contains EPA and DHA omega-3, consumption of which, research suggests, may reduce the risk of coronary heart disease. One serving of Assure for Heart provides 32mg of the fatty acids.

Assure CEO, David Molayern, stated, "Tropical Tangerine and Kiwi Strawberry Melon will both have specific functions attached to them.The focus on real health concerns of today will be in place, both to address heart health and natural energy."

The new variants, which join Mind, Body, Immunity and Bones, were officially launched at the beginning of May.

This variant is Kiwi Strawberry Melon flavoured

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functionaldrinks zenithinternational newsletter Page 7 Issue 209 11 May 2011

enhanced beverages

United States

New drink rescues New Yorkers from dehydration One year after launching its Rescue Water line in partnership with Twinlab Corporation, AriZona Beverages has added a fifth variant that addresses rehydration.

35mg of green tea extract, and 20% of the daily value (DV) of vitamins B3, B5, B6, B12 and 25% DV of vitamin C. As with the rest of the range, namely Energy, Detox, Relax and Immunity, Hydrate is sweetened with Reb A (stevia) and provides only 25 calories per 8oz serving.

Hydrate is packaged in 20.5oz PET bottles and retails for between US$1.39 to US$1.89 apiece.The new variant is currently only available in the New York Metro area with distribution expanded throughout the rest of the country during 2011. Hydrate can also be bought through online retailer Amazon.com.

The new Hydrate: Blueberry Coconut Water variant contains natural coconut water as well as a blend of essential electrolytes to help restore hydration levels.The drink also has

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functionaldrinks in brief

Europe

market and Monster up 48% to 14.4% share.

A recently published meta-analysis has concluded that plant stanol esters, such as those found in Raisio Group's Benecol, have a higher ability to reduce LDL cholesterol than plant sterol esters. Matti Rihko, CEO of Raisio, commented, "The new findings are great news for consumers and for Benecol, as all Benecol products are made with plant stanol esters.

Benecol consumers can now be confident that they have selected the most effective food ingredient to lower their cholesterol. In the cholesterol-lowering foods category, the efficacy of the products has a huge influence on consumer choices. With these superior results Benecol can further strengthen its position in the market as well as enter new market areas."

After receiving a positive opinion by the European Food Safety Authority (EFSA), members of the European Parliament (MEPs) have questioned whether omega-3 from DHA can benefit infant eyesight. Glenis Wilmott MEP, called for further revision of the ingredient to find out about how DHA functions when delivered through formula milk in comparison to breast milk.

France: Red Bull France Commercial Director Karim Acherchour has commented that the energy drinks market is in construction although growth in 2010 slowed down to 2.6% to â‚Ź109.1 million. Moreover, market leader Red Bull lost volume share by 5% to 48.5%, followed by own-label up 38% to 17% share of the

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Ireland: According to a study published by researchers from University College Dublin, taste and price are still the most important factors when making purchase decisions, followed by nutrition content. However, half of the participants declared they would trust big food companies to give them accurate information about their products. Finally, participants were found to be more likely to believe in specific health claims, such as 'reduces cholesterol', than a generic one like 'improves immunity'.

UK: GlaxoSmithKline (GSK) has celebrated its 10th anniversary as the official sponsor of the London Marathon. Danielle Blanchard, Lucozade Sport Senior Brand Manager, stated, "After ten years of sponsorship, Lucozade Sport remains an ideal partner for the gruelling Virgin London Marathon and we are proud to be linked with such an iconic British event."

PepsiCo has rebranded Gatorade as G in the UK in line with the rebranding exercise conducted in the US previously. The new logo will be rolled out across all products, alongside all digital and sponsorship activity, which will be completed by summer.

North America

US: German-style brewery Erdinger has been promoting its alcohol-free beer as a sports drink in the US. Reportedly, athletes consumed

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functionaldrinks zenithinternational newsletter Page 8 Issue 209 11 May 2011

functionaldrinks in brief it after the World Cup Biathlons held in Maine in February.

nutritious. However the judge found that the company had not made any false statements.

According to recently released retail data, value sports drinks sales rose just under 11% to US$3.85 billion in the year to the end of January 2011. Meanwhile, value sales of energy drinks rose 14.5% to just over US$6.8 billion in the same period.

Hansen Natural, owner of Monster Energy, has issued a statement with regards to a lawsuit filed in Washington state by a consumer who claims to have found a mouse in a can of Monster. The company has said it believes the lawsuit to be frivolous and unfounded. Finally, the company said that while it does not usually comment on pending lawsuits, it believed it owed it to consumers to reassure them that there is no factual basis for the lawsuit and that it stands behind the quality and integrity of its products.

DynaPep Energy has announced its Energy Micro-Shot is now available at select 7-Eleven stores across the US. Lisa Krinsky, President, commented, "The addition of so many outlets in high-traffic areas will make a compelling retail proposal for our convenience-oriented patrons."

It is rumoured that agencies Fathom, New York, 180 Amsterdam and TBWA/Chiat/Day New York are pitching for PepsiCo's Propel Zero after the brand was repositioned. Moreover, it has been revealed that the company intends to significantly boost ad spending, after only spending US$330,000 in 2010 down from US$8 million in 2009.

Eternal Energy, producer of energy shots, has signed an agreement with export and distribution company Old Port International to help the manufacturer build a national and international presence.

A New Jersey Judge has found that The CocaCola Company (TCCC) did not break the state's consumer fraud laws and federal Food and Drug Administration (FDA) rules in packaging Diet Coke Plus. The lawsuit filed claimed that the company deceived consumers into believing the drink was healthy and

functionaldrinks zenithinternational newsletter

Editor: Anya Hembrough Deputy Editor: Cecilia Martínez Núñez 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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Bebida Beverage Company (BeBevCo) has signed an agreement with Integral Industries Company, a wholesale distributor specialised in convenience and alternative gift shops, to distribute BeBevCo's relaxation drinks and Potencia Blast energy shots.

World

Danisco has introduced a new branded ingredient for cholesterol reduction called PinVita Phytosterols which have been scientifically proven to benefit cardiovascular health. The ingredient is derived from a sustainable pine source and helps lower the level of LDL cholesterol by reducing cholesterol absorption. Its applications include dietary supplements, fats and oils, dairy and bakery products.

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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