42 Liquid immunity

Liquid immunity

Wellness aficionados are quenching their thirst while supercharging their immune systems.

In October 2021, LA-based children’s snack brand Bitsy’s launched Swish, an immunity-boosting drink mix for children. Containing electrolytes, vitamin C and zinc, the mixes are designed to be added to kids’ water bottles for a quick immunity hit on the go.

Harnessing the power of the microalgae spirulina, Netherlands-based Ful Foods launched its range of Ful Revive vitamin-rich drinks in the United Kingdom in autumn 2021. The drinks’ distinctive blue color comes from the phycocyanin natural antioxidant found in spirulina, which is renowned for its immune-boosting properties. Alongside their health benefits, the brand also claims the drinks are “climate active” thanks to the microalgae’s ability to absorb one and a half to two times their weight in carbon and photosynthesize it, releasing oxygen.

US food and drinks brand Ocean Spray is also looking to health-first options. In November 2020 the company launched the B1U functional-beverage brand, which includes a lemon and chamomile-infused water called I Need Immunity. Going beyond beverages, the brand followed up in March 2021 with Ocean Spray Fruit Medley, a new line of dried-fruit blends with key benefits. The Immunity Blend contains beta glucan, which has been shown to improve immune defense.

As continued focus on illness prevention drives growth in the global immunityboosting food market—set to grow at a CAGR of 8.2% from 2021 to 2028, according to Stratagem Market Insights—immunity-assisting drinks are a new focus for innovation.

Why it’s interesting With six in 10 global consumers looking to food and drink items to help their immune system, according to Innova’s Consumer Survey 2020, brands have good reason to create products that support overall health.