100804_FD_Issue 189

Nourishing drinksfor allNestlé France has unveiled aninnovative range of nutrient-richdrinks each of them adapted tomeet specific needs.

The new range, called Nesfluid, is the result oftwo years of research and development from thenutrition and hydration specialists at Nestlé.According to the company, the drinks weredeveloped with our increasingly hectic lifestyles inmind and the ever-important roles that goodhydration and good nutrition have on health andwellbeing. Moreover, research has suggested thataround 70% of French consumers are notproperly hydrated primarily because they fail todrink the recommended 1.5 litres of water a day.

As such, the drinks in the Nesfluid line-up aimto help consumers stay hydrated while providingessential nutrients needed at different life stages.And whilst each individual variant has beendeveloped with a particular segment of thepopulation in mind, the entire range can bedrunk by anyone at any time to meet theirindividual requirements at the time.

The Nesfluid drinks are based on coconut waterand whey, the former is well-known for itsability to replenish lost fluids and electrolytesrapidly, whilst the latter is recognised for itsprotein and nutrient contents.

There are six variants in the range:Renforce contains milk as well as vitamin D, calcium and phosphorous,and is targeted at children.

Vitalise has been designed for young active males and contains vitamin C andguarana to help sustain lifestyles requiring higher levels of energy.

Rayonne contains polyphenols from redfruits and vitamin C and is targeted at women who wish to incorporate a higher amount of antioxidants into theirdiet to contribute to cell protection.

Equilibre is described by the company as a drink that can be consumed daily by anyone.The beverage is rich in vitamin C which, in addition to its antioxidant and immune-boosting properties, also helps increase the absorption of iron.

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enhanced new age nutraceutical energy sports juice dairy

functionaldrinkszenith international newsletter Issue 189 4 August 2010

Page sixDrinks for all needs in Japan

Page threeDrinks for pickychildren

Page fourFamed energy shotlands in Spain

Page fourMilking the benefitsof life in the UK

This issue at a glance... enriched beverages France

(continued from Page 1)

Body is another drink that is expected to appeal to women, thanks to its content of green tea, green coffee and pineapple, all of which help to metabolise body fat.

Protect is designed for senior consumers, offering pomegranate-derived vitamin C, zinc and selenium; allof which are said to have protective antioxidant properties and contribute to the protection of cells and tissues.

All the variants contain 30% less sugar thanaverage fruit drinks available in the market.Witha shelf life of six months, Nesfluid will be placedin the ambient juice aisle in supermarkets andhypermarkets.

For the upcominglaunch at thebeginning ofSeptember, Nestléhas scheduled awide-reachingpublicity campaignthat will feature theslogan, "Je me faisdu bien en mefaisant plaisir,"which translates to,"It's good for meand I like it."

A 25cl bottle willretail for €1.65.

www.nestle.fr

Issue 1894 August 2010

editorial commentWelcome to the 189th issue offunctionaldrinks. In this issue weexplore how well establishedbrands continue their expansioninto other smaller markets in abid to reach more consumerswhose needs may still be unmet.

First, we look at Gatorade's latest foray intothe Swedish market, in a move that mirrors thatof its re-launch in the UK back in June 2008 (seePage 7). Nearby in Spain, we cover the launch ofRed Bull's shot which promises to lend a hand

to those in need of a pick-me-up (see Page 4).

In the UK, Nrichment Nutrition has launchedits eponymous flavoured milks after performingwell in the US (see Page 4). In France, we seethe unveiling of a range of nutrient-enricheddrinks by Nestlé France (see Pages 1 and 2).

In the US, we cover a drink developed by acouple of parents for children suffering fromsensitive stomachs which is also ideal for thosewith some of the most common allergiesproduced by B.R.A.T. Diet (see Page 3).Wefollow the unveiling of EB Performance's newprotein drink and revamped range (see Page 3).

We also cover a drink that features the exotickakadu plum for its content of vitamin C, said tobe the highest of any known fruit by KakaduPlum USA (see Page 5). Meanwhile, EternityBeverages has launched an energy drink with alower carbonation for discerning consumersfrom the arts world (see Page 5) and SwansonHealth Products has revealed its first sportsdrink that offers health and environmentalbenefits (see Page 6).

Finally, in Japan we look at Asahi's latestbeverage in the form of a clear water with ahigh dose of fibre as well as Coca-ColaJapan's new lightly sparkling sports water (seePage 6).

Cecilia Martínez NúñezDeputy Editor

[email protected]

functionaldrinkszenithinternationalnewsletter


enriched beverages France

New addition idealfor those watchingtheir 'whey'tAlmost a year after its launch, US-based EB Performance hasreinvigorated its Whey Juice proteinbeverage line and introduced areduced-calorie Skinny version.The official launch of ready-to-drink Whey Juicewas featured in functionaldrinks in September2009.The brand has since been revamped with anew bottle and an updated label design, featuringeye-catching metallics.The tea variant has alsobeen discontinued and replaced with orange-peach-mango to complement the other fruit-basedvariants of cranberry-apple-açaí and strawberry-blueberry-banana.

Meanwhile, a new brand extension has also beenunveiled,Whey Juice Skinny, containing over 60%less sugar than the regular version and, at just 120calories per serving, also 90 calories lower.

Each 16.9oz bottle of both Whey Juice and Whey

Juice Skinny contains 15g of whey protein isolateto help maintain and build new muscle mass.Studies have also shown that whey can aid weightmanagement as it promotes satiety, the feeling offullness. In addition, each bottle has 3g of isomalto-oligosaccharide (prebiotic fibre) and four essentialelectrolytes.

The drinks are free from fat, gluten, lactose andpreservatives, and contain no artificial flavours,colours or sweeteners.Whey Juice is sweetenedwith organic agave nectar, a low-glycaemic and'diabetic friendly' sweetener, whilst the Skinnyversion contains a proprietary blend of organicagave nectar and stevia.

The drinks are gaining popularity thanks to theformulation's light, clean taste. "We didn't wantthem to be like the typical heavy, chalky milkshakeprotein drinks on the market," commented DrNathan Feldman, co-founder of EB Performance."Whether someone is an athlete, non-athlete,whatever one's fitness level,Whey Juice is foreverybody - that is what EB stands for."

The beverages are available to purchase onlinefrom EB's website and in Whole Foods Marketstores in Florida and the Southwest region, withindividual bottles retailing for US$2.99.

www.ebperformance.com




Drinks that helpbring out the brat inusB.R.A.T. Diet LLC hasintroduced a line of organicbeverages designed to bring reliefto young children.

The company developed the drinks based on theB.R.A.T. diet, which stands for bananas, rice,applesauce and toast which is said to beespecially helpful for those with sensitivestomachs, gastro-intestinal issues or duringillnesses such as the flu.

To this basic recipe for wellness, the companyadded electrolytes to boost rehydration as wellas calcium and vitamins to promote health.Furthermore, because the drinks are free from

lactose, gluten, soy, corn and casein, they can beconsumed as needed or on a regular basis by

anyone.

The drinks have been USDA certified organic andare free from added sugar or preservatives andprovide 100 calories per serving.

Jennifer Wilson from B.R.A.T. Diet commented onthe drinks, "Created for children and adultssuffering from upset stomachs, influenza ordehydration, Organic B.R.A.T.Wellness Drinks arebased on the principles of the Doctor-recommended B.R.A.T. Diet.This non-dairybeverage is nourishing and soothing to sensitivestomachs and helps promote gastro-intestinalhealth and natural electrolyte balance. OrganicB.R.A.T.Wellness Drink is a great milk alternativefor those who suffer from lactose intolerance andother food allergies."

The Organic B.R.A.T.Wellness Drinks areavailable in four variants: Original,Vanilla,Chocolate Honey and Cinnamon Toast.They aresold currently in 32oz cartons nationwidethrough grocery and national food stores,including Whole Foods, Babies R Us, Safeway,Shaw's and Albertsons to name a few, as well asonline through www.amazon.com.

www.bratdiet.org

nutraceuticals/sports drinks United States

wellness beverages United States

'Nriching' the livesof BritonsNrichment Nutrition Inc, USproducer of the eponymousenriched milk drink, has recentlymade its debut in the UK market.The drink, originating from the US, has beenaround for a few years in its native market andis typically consumed by a wide array ofconsumers for different purposes.According to the company,Nrichment is perfect as a mealsubstitute, a post-workoutrecovery drink or as asupplement for those wishingto increase their uptake ofenergy and protein.

Nrichment contains an averageof 375 calories per can derivedfrom its PROCarb blend whichincludes a 4:1 ratio ofcarbohydrates to protein aswell as a range of vitamins andminerals.The protein found inthe drink is provided by a wheyand casein mix, helping thebody to get an immediate andsustained source of protein.

Moreover, the beverage isenriched with 15 vitamins and

minerals including vitamins A, B1, B2, B3, B5, B6,B9, B12, C, D3 and E, in addition to calcium,iron, magnesium and zinc.This combinationalong with the PROCarb blend allows the bodyto recover quickly from exercise as well asgetting all the essential nutrients it requires forproper functioning.

To promote the drink, the company has beenconducting sampling activities across the UKwith its Nrichment Sampling Team which hasvisited independent stores giving free samples ofNrichment.The team will be visiting London,Manchester, Birmingham and Bristol.

According to data, theflavoured milk drinkscategory has grown 10% involume year-on-year.Moreover, semi-skimmed orhalf-fat milk is estimated toaccount for 60% of total milksales.

Nrichment is available inVanilla, Banana, Peanut andStrawberry variants that aresold through selectedindependent stores as well asonline throughwww.feelthedifference.co.uk

As an introductory offer, cansof Nrichment are retailing for£0.79.

www.nrichment.co.uk




Red Bull energyshot lands in SpainRed Bull España has recentlyunveiled its eponymousenergy shot in theSpanish market,after itssuccessfullaunch inover 20countriesworldwide.

As part of the company's continuous activities,Red Bull has commenced a

campaign called S.O.S. RedBull where consumers

can submit requests forhelp through Red Bull's

Spanish website forhelp from the

company whenthey, or a friend, are

in need of some "wiiings".

In Spain, the shots have been availablesince April through the impulse channel

and leading supermarket chains.

The 60ml shot retails for approximately €2.50apiece.

www.redbull.es

functional dairy United Kingdom

energy drinks Spain

Introducing Into2Energy DrinkUS-based Eternity Beverageshas entered the energy drinksmarket with a new offering calledInto2 Energy Drink, whichaccording to the companycombines 'technological advanceswith flare and sophistication'.According to the company, the caffeine- andtaurine-enriched product is based on water takenfrom the Austrian Alps, 'boiled to remove alltoxins and then infused with the purest Europeanvitamins,' namely vitamins B6 and B12.

Despite featuring standard energy drinkingredients, Eternity Beverages is keen to underlinethe uniqueness of the product, in particular thelevel of carbonation which is significantly lowerthan that of mainstream energy drink brands, just4-5% against 20% respectively.This, according tothe manufacturer, virtually eliminates the after-tasteso commonly associated with energy drinks.

Furthermore, the product is not aimed at

extreme-sports fanatics, as is often the case forenergy drinks, but rather at a more discerningaudience with a foothold in the arts, music,fashion and entertainment arenas.

Eternity Beverages CEO, Jim Amstutz,commented, "With Into2 Energy Drink we arecreating more than just your average energydrink, Into2 is an enjoyable beverage that offers asmooth refreshing taste, with an energy kick."

Launched earlier in the year in Florida, the productis available in three variants: Pure, Splenda-sweetened Pure Sugarfree and Cranberry, allpackaged in a 250ml slim can format.Two furtherflavours have already been formulated for futurelaunch, once the brand has secured a foothold onthe market.A four-pack format and larger pack sizeare also in the pipeline, according to a companyspokesperson who spoke to functionaldrinks.

The company has focused on sampling activity toexpand the product, in addition to point of salematerial, including coolers, coasters, table mats, canopeners, key-chains and T-shirts. Into2 EnergyDrink is currently distributed by Southern Wineand Spirits across the state of Florida throughnightclubs, petrol stations and key hotels. During2010 the company hopes to expand its distributionto more than ten countries worldwide.

www.intoenergy.com

Superfruit packs avitamin C punchStart-up company Kakadu PlumUSA has introduced its firstproduct, an immune boostingpowdered beverage mix calledKakadoodle Dew.

Company founder Nicole Halik wasinspired to create Kakadoodle Dew afterlearning of the kakadu plum, a fruit nativeto Australia with a vitamin C content of3,000mg per 100g of fruit.This gives it thehighest vitamin C content of any knownfresh fruit. In comparison, oranges containapproximately 70mg per 100g.

Kakadu plums also contain antioxidants andphytochemicals including gallic and ellagicacids. Gallic acid has antifungal, antibacterialand antiviral properties, whilst ellagic acid isbelieved to have anticarcinogenic properties.

Kakadoodle Dew is designed to be mixed intofruit juice or water. Each sachet provides morethan three times the recommended dailyallowance (RDA) of vitamin C. In addition, the allnatural, organic mix contains Barbados cherry,papaya, kiwi, and echinacea to help boost theimmune system. It does not however containsugar or artificial sweeteners, being insteadsweetened with a stevia blend.

Furthermore, the product is shortly to be joinedby a natural beauty version. In addition to kakaduplum, the new addition will contain 800mg ofastaxanthin per packet.Astaxanthin is backed byseveral clinical studies demonstrating its ability tohelp reduce fine lines and wrinkles, and improveskin moisture and elasticity.

Kakadoodle Dew is available in cartons, eachcontaining 30 individual 2g sachets, retailing forUS$29.95. Currently the product is distributedthrough health food stores across Florida,Kansas, Missouri, Nebraska, New Jersey, NewYork and Oklahoma.

http://4kakadu.com




energy drinks United States

wellness beverages United States

Drinks tosupplement lifeAsahi, always at the forefront ofinnovation in soft drinks, hasrecently unveiled a clear waterfeaturing two ingredients rarelyseen together when it comes toenriched beverages.

Cho Fibre Clear Water, as its name indicates,features fibre - a generous 7500mg (or 7.5g) of it,when considering the recommended daily intake isbetween 20 and 30g of which most consumersfollowing a Western diet only obtain about 14g.

In addition, the drink contains 80mg of vitamin C,positioning the drink as an ideal option for thoselooking for a product that supports overall health.Cho Fibre Clear Water has been available in theJapanese market since April 2010.

Meanwhile, Coca-Cola Japan has added avariant to its successful Aquarius isotonic drink.The addition is a lightly sparkling beverage that

uses 'Bubble Smoother' technology from localcompany Soda Kouryou to suppress thefizziness in the drink.

Sparkling Aquarius features branched chain aminoacids that, depending on the body's needs, caneither be used to build new proteins or be burnedas fuel to produce energy.The drink also includesD-ribose which helps increase energy levels.

Aquarius Sparkling is sold in 490ml cans and500ml and 1.5 litre bottles. 100ml of AquariusSparkling provides only 18 calories.

Coca-Cola Japan has also recently added twovariants to its Love Body line. Following thelaunch of Love Body Ginger Works, ProteinWorks and Rosehip Works have been unveiled.Similar to Aquarius Sparkling, Protein Worksincludes branched chain amino acids for thosewishing to supplement their intake of thenutrients. Meanwhile, Rosehip Works contains100mg of rosehip extract which is believed tohelp reduce body fat levels.

Both beverages are available in 350ml bottles andcontain 63 calories.

www.asahiinryo.co.jp www.cocacola.co.jp




All good thingscome in smallpackagesUS supplements and natural healthcare products specialist, SwansonHealth Products, has unveiled anew sports drink called CONTENDin a twist-off vial format.

The concentrated berry-flavoured drink mix ispositioned on an all-natural platform and ismarketed as an all-rounder, providing consumerswith energy and stamina prior to and duringexercise and the necessary ingredients forrecovery after exercise.According to the company,its newest product enables consumers to avoidthe 'sugar, high-fructose corn syrup, syntheticchemicals and other unhealthy ingredients'commonly found in other sports drinks.

The drink's active ingredients include:Sustamine, a patented amino acid dipeptideclinically proven to support rehydration, energy

replenishment and muscle recovery; BioenergyRibose, a monosaccharide which is central in theproduction of ATP, the core of human energy;Powergrape, a patented antioxidant polyphenolextract which has been clinically shown toenhance the performance potential whilstprotecting against exercise-induced free radicals.

Also in the ingredients list are electrolytes, whichare lost during strenuous activity, and vitamins B6and B12 which support the nervous system andbrain function.The beverage is naturallysweetened with Reb A from stevia leaf, with eachserving providing just ten calories.

And, according to the company, the concentratedbeverage's benefits are not linked just to itshealth credentials: packaged in a single-serve vial,it can be squeezed into 16 ounces of water inany reusable water bottle offering a moreenvironmental solution to buying new bottleseach time and a considerable financial saving onconventional sports drink formats.

Launched at the 2010 Fargo Marathon in May,CONTEND is packaged in 10ml single-servevials, which come in 20-vial boxes, retailing forUS$9.99 apiece.

www.swansonvitamins.com

near waters/nutraceuticals Japan

sports drinks United States

EuropeIt has been estimated that the European marketfor sports drinks and energy bars was worthUS$2.8 billion in 2008 and should reach US$3.6billion by 2013.The main benefits offered byexisting products have been found to be boostingenergy, strength and recovery.

France: Syrup-maker Teisseire has beenpromoting its isotonic syrup in the trade press.According to the company, Sirop Pour Le Sportalready holds 34% share of the sports drinksmarket.The company is also highlighting that inorder to support the brand, it is using Olympianswimming champion Alain Bernard as well asconducting extensive sampling around the Tourde France and a two-month TV campaign.

Researchers led by the French National Instituteof Health and Medical Research have foundantioxidants in red wine and green tea thatdisrupt an important cell-signalling pathwaynecessary for prostate cancer growth.

Ireland: Food for Health Ireland (FHI) haspublicised it has already found 30 milk peptidesthat could potentially be used to develop newingredients for use in food and beverages. FHI hassaid that it expects to see the emergence ofsome ingredients within the next 18 to 24months.

Irish dairy ingredients specialist Carbery is

marketing a range of 'clean' tasting whey proteinfor the sports nutrition market.The range, calledOpti-pep, is suited for muscle building and after-sports recovery.

Spain: PepsiCo Beverages Spain hasreformulated Gatorade so it is free from artificialcolours and preservatives.The relaunch isaccompanied by a the launch of the Gatoradewebsite in Spain (www.gatorade.es) that includescontent for sports fans.

UK: UK consumer watchdog Which? hascriticised the rules approved earlier in 2010 withregards to products making claims on theiromega-3 content.Which? reviewed differentproducts said to be high in omega-3 andconcluded that almost no product specifies whattype of omega-3 oil it contains and especially thatALA, which is derived from plants and is themost widely used, has been demonstrated toprovide less health benefits than DHA or EPA.

According to retail data, volume sales of sportsand energy drinks reached 525 million litres in2009, up 19% on 2007 levels.Value sales,meanwhile, hit just over £1 billion, and this figureis expected to rise to over £1.5 billion by 2014.Volume sales are forecast to increase by 32% to757 million litres.

Provexis has reported a narrowed full-year lossfor the fiscal year ending March 2010.Theimprovement was said to be thanks to the long-

Naturally hydratingSwedish sportsenthusiastsPepsiCo Nordic has recentlyannounced the full-scale launch ofGatorade in Sweden in a bid toreach a larger number ofconsumers.Gatorade has been present in the Swedishmarket for a number of years, however, itsdistribution had been previously limited to selectspecialist outlets as well as sporting events suchas marathons.

The re-launched Gatorade is free from artificialadditives such as colours, flavours, sweeteners orpreservatives. Moreover, Gatorade is now

available in orange, lime and blackcurrant readyto drink (RTD) variants in addition to apowdered format in orange and lime.

Camilla Mehler, Commercial Manager forGatorade in Sweden, commented, "Sweden is oneof the first markets in the world where the newproduct line, without artificial additives, is nowbeing launched.We see Sweden as an importantmarket where we are now launching acustomised product with the same qualities thatGatorade has become popular for."

The new formulation of Gatorade has beenavailable in the country since May 2010 throughCity Gross and PrisXtra stores as well as selectgyms and fitness centres.

One 500ml bottle carries a recommended retailprice (RRP) of SEK 16.

www.gatorade.se




functionaldrinks in brief

sports drinks Sweden


term alliance reached with DSM NutritionalProducts for the commercialisation of itsFruitflow technology in all major markets inaddition to the positive opinion given by theEuropean Food Safety Authority (EFSA) inrelation to the ingredient's health claims.

North AmericaUS: Black Art Beverage, owner of Florida-based distributor Black Art Importers, hassigned an agreement with T-20 Sports EnergyDrink USA for the distribution of its sportsdrink across the country. Rab Masroor, CEO of T-20 Energy Drink, stated, "We are very pleasedand satisfied with our new alliance as we continueto position ourselves for a very successful 2010."

Fuzee Bee Beverage Company, producer ofZUN Bran Boosting Energy, has announced it hascompleted the first round of investment afterachieving a significant amount of investment fromWhitlock Packaging Corporation. Pete Rosso,CEO of contract manufacturer Whitlock, hasbeen elected to ZUN's Board of Directorseffective immediately.

According to a study conducted by The Coca-Cola Company (TCCC), polyphenol-richbeverages can be used as a convenient vehicle toincrease nutrient intake without making majorchanges in dietary habits.

The Relaxing Company, producer of MaryJane's Relaxing Soda, has reached severaldistribution agreements that will see its soda soldacross California,Texas, Colorado, Massachusetts,Kansas,Wisconsin,Arizona, Oklahoma and in theSouth Pacific Islands.

DSM Nutritional Products has unveiled theresults of the latest study into the effects onmemory from its resVida ingredient.The studyinvolved testing aged mice after multiple doses ofdietary supplementation with resVida for at leastfour weeks.After this period, researchers were

able to demonstrate that supplementation hadresulted in improved learning and memory skills.

Fusion Premium Beverages, a subsidiary ofBond Laboratories, has entered into anagreement with Carter Distributing that will seeits Resurrection anti-hangover drink sold acrossnine counties in the state of Tennessee.

According to Paul Dijkstra, CEO of InterHealthNutraceuticals, immune health has quiclybecome one of the main drivers in the functionaldrinks market as consumer interest in this, and inoverall wellness, has grown.

WorldA study recently published in the Journal of theAlzheimer's Association indicates that DHAobtained from algae helps improve memory inhealthy adults, providing a benefit roughlyequivalent to having the learning and memoryskills of someone three years younger.

Azerbaijan: Innovative Beverage Group,producer of drank relaxation drink, has secured adistribution deal with American InternationalBeverage for the sale of drank in Azerbaijan.

Chile: The Chilean Institute for AgriculturalInvestigation (INIA) has patented two varieties ofChilean guava in the US where it has becomeincreasingly popular as a superfruit.As a result, ifgrowers wish to cultivate the fruit, they will haveto pay royalties to Chile.

India: The Delhi High Court has found in favourof Heinz India in a dispute over taglines withPepsiCo. PepsiCo complained in March 2010that Heinz India's Glukon-D Isotonik sports drinkhad a very similar tagline to that of Gatoradebecause it used the words rehydrate, replenishand recharge. However, a judge from the HighCourt found that the words are commonly usedwhen describing the character and quality of anisotonic drink.

Editor: Anya HembroughDeputy Editor: Cecilia Martínez NúñezContributors: Charmaine HolmesMarket Intelligence Director: Esther Renfrewfunctionaldrinks is issued 25 times a year and is onlyavailable by subscription: electronic PDF format only £495;hard copy and PDF £595**VAT chargeable on electronic format to UK companies and EC companies not

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functionaldrinks in brief

100804_FD_Issue 189

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