100922_FD_Issue 193

A shot of kefirkeeps the doctoraway!Lifeway Foods, leading supplier offermented, cultured milk drink,kefir, in the US, has expanded itsportfolio with a five-strong range.

The line-up has been launched under the LifewayBioKefir brand and all variants have beenenriched with ProBoost, Lifeway's newproprietary blend of 12 live and active probioticcultures that have been clinically demonstrated tostrengthen immune response and alleviatedigestive problems. ProBoost builds on Lifeway'straditional 10-Kefir culture probiotic as it alsocontains two new strains: Bifidobacterium lactisHN019 and LactobacillusacidophilusNCFM.

Furthermore,at just 60caloriesapiece, allBioKefirshots providean ideal wayto quicklyand efficientlydelivernutrients tothe body.

BioKefir for Immunity is available in Pomegranate-Blueberry and Kiwi-Passion fruit variants. Itcontains acerola, one of the richest sources ofvitamin C, to provide 100% of the recommendeddaily allowance (RDA) of the vitamin as well asantioxidants including carotenoids andanthocyanins contained in the exotic fruit.

BioKefir for Heart Health boasts grape

concentrate as well as apple, pomegranate andgreen tea extracts to help fight free radicaldamage. In addition, the drink, available inBlackberry and Black Cherry variants, containsresveratrol to ward off carcinogens and providecardiovascular support.

BioKefir for Digestion helps balance the digestiveflora with an exclusive formula proprietary toLifeway which helps soothe upset stomachs,alleviate diarrhoea and helps regulate thesymptoms of irritable bowel syndrome (IBS) andother digestive ailments. BioKefir for Digestion isvanilla-flavoured and has also been enriched withfibre to further increase its digestive benefits.

Julie Smolyanksy, CEO of Lifeway Foods,commented on the launch, "Our new BioKefirshots will enable health-conscious consumers toget their daily dose of probiotics, vitamin C,antioxidants and fibre quickly,easily and with

no interference totheir schedules or diets." She added,

"The 3.5oz package fits with today's fast-pacedlifestyles, can be carried anywhere, and ensuresthat you can always add a healthy boost to yourday."

The Bio-Kefir range is available in variousretailers across the US alongside other Lifewaykefir products.

www.kefir.com

enhanced new age nutraceutical energy sports juice dairy

functionaldrinkszenith international newsletter Issue 193 22 September 2010

Page fiveIn the US proteindrinks grow

Page threeEco-friendly drinksin Sweden

Pages six and sevenKing of energy drinks launched

Page four‘Jelly’cious drinkdebuts in the UK

This issue at a glance... functional dairy United States

Europeans welcomehealthy drinks witha plusLeading Polish juice producerMarwit has recently expanded itsrange of smoothies with a line-upthat features added herbals.

Currently, there are three new variants, all ofwhich have been launched under the SmoothiePlus brand.Apple-Raspberry + Aloe was createdto cater to lovers of traditional Polish fruit butwith a twist as the smoothie also containscarrot, guava, tomato and lemon.The addition ofaloe is intended to help stimulate the digestivesystem as well as strengthening and

regenerating the skin.

Orange-Mango + Ginseng features a moreexotic taste with notes of orange, apple, passionfruit and lychee. In addition, the smoothieboasts energising properties thanks to itsginseng content.

Peach-Pear + Chamomile & Melissa has thefamiliar taste of peaches and pear with theaddition of quince and nectarine. Chamomileand melissa complete the smoothie designedfor consumers wishing to relax.

The smoothies have been available in Polandand Germany since April 2010 and can bebought through select retailers in bothcountries.

www.marwit.pl

editorial commentWelcome to the 193rd issue offunctionaldrinks.Asia has longbeen the leader in innovation inmany industries, one of which isthat of functional food and drinks.The region is also home to someof the most commonly usedtraditional medicines. It is perhapsno surprise to see beverage

companies takeinspiration from theseas is the case in thisissue.

In Japan, drinks made with jellyare very common, whether thedrinks contain jelly chunks orwhether it is a smooth drink. Inthe UK, however, The CleverJelly Company hasintroduced what appears to bethe first such drink in thecountry that promises to helpsnackers and those who areweight conscious (see Page 4).

Taking its inspiration from themillenary medicine systemayurveda, French start-up The

Green & Blue Veda has introduced its firstline-up of drinks that feature traditional Indianherbs to help re-balance (see Page 3).

In the US, we cover the launch of a range ofenriched kefir drinks by Lifeway Foods (seePage 1) as well as the latest innovation byAriZona Beverages in the shape of an energydrink that is close to the company's roots (seePage 6) and two new açai-based drinks by ZolaAçai to help consumers ward off free radicals(see Page 5).We also report on the two newprotein drinks launched by Bolthouse Farmsthat promise to bring both nourishment andpleasure (see Page 5).

Back in Europe, Polish juice producer Marwithas expanded its range of smoothies with arange of offerings featuring added herbals forspecific functionalities (see below). In Germany,we track the growth seen by Rhino's and therecently introduced Monster energy drinks (seePage 6).

In Sweden, we cover the latest developments oflocal energy drink producer Winnington inorder to reduce its environmental impact (seePage 3). Finally, French retailer Carrefour hasbecome the second such company to launch itsown light energy drink (see Page 4).

Cecilia Martínez NúñezDeputy Editor

[email protected]

Issue 19322 September 2010

functionaldrinkszenithinternationalnewsletter


enriched beverages Poland

Mixing Indianwisdom with FrenchtastesStart-up company The Green &Blue Veda has recently unveiledits first range of ayurveda-inspireddrinks.

Happy Water was chosen asthe umbrella brand of thedrinks, which currentlycomprises three differentvariants for three differentbenefits. Reboost & Gocontains Indian madhukaand mango to helprevitalise. Madhuka is a herbtraditionally used to treatnot only weakness but alsoheadaches and respiratoryailments.

Clean up & Detox, as its name suggests, helpsthe body get rid of toxins thanks to Indian holybasil and pomegranate. Holy basil, also known astulsi, is said to have several medicinal uses fromstrengthening the kidney to treating variousinfections.

The third variant, Peace & Smile, features Indiansatapatrika and lotus flower. Satapatrika is alsocommonly known as Persian rose and is used inayurveda to help rebalance and find harmony.

To promote the drinks, co-founder PhilippeCubbels said that the company will be present atseveral Indian-related cultural events, partneringwith a well-known actress. Future plans includethe expansion of the portfolio with the launch ofbeauty products, teas and even wellbeing foods.

The Happy Water drinks are available in 500mlbottles and provide just 10 calories per bottle.They can be bought through select on tradeoutlets as well as through the Parisiandepartment store Colette where it retails for€4.80 apiece.

www.thegreenandblueveda.com




Eco-friendly kickstart for SwedishbrandSpecialist packaging

technology company,Petainer, has secured acontract to supplyrecycled PET bottles toWinnington, thecompany behind theaptly-named energydrink portfolio, KickUp.

Petainer's Lidköping plant willmanufacture and provide its clientwith two types of 330ml bottles -white opaque for the company'sKickUp energy drink andtransparent green for the brand'sfunctional water variant, both of

which will be delivered toWinnington's plant in Borås where

they will then be filled.

Sustainability-focused, Petainer endeavours tosupport brand owners in their lower carbonfootprint aspirations, offering ecologicalalternative packaging formats that it also claimscan help boost sales by maintaining and reflectingbrand identity.

Generating up to 77% less greenhouse gases andusing up to 58% less energy, recycled PET canhave a significantly lower carbon impact, and fordrinks such as KickUp, which are often consumedaway from home, this packaging type also offerthe added benefits of reduced weight and greaterresistance to breakage.

The KickUp brand comprises a trio ofpropositions: a 'new generation' functional energydrink in three flavour variants (green berries, redberries and gold berries); a vitamin-, mineral- andantioxidant-rich functional water; and functionalenergy pods, whose taste and sensation areapparently similar to snuff, the difference beingthat they are free from tobacco and nicotine.

www.petainer.comwww.kickup.se

packaging/energy drinks Sweden

herbal beverages France

http://www.thegreenandblueveda.com

Clever way to keephunger at bay!Five months after the launch of itsnovel drinks, functionaldrinks

spoke to TheClever JellyCompany tofind out how thedrinks haveperformed since.functionaldrinks spoketo Andrew Dobson,Director of Innovationat The Clever JellyCompany, and herevealed that Sukk, asthe drinks have beennamed, have beenundergoing testmarketing in Manchestersince April 2010.Currently, the line-upconsists of two drinks,Kiwi and Green Tea, and

Lemon and Green Tea variants.

In order to support sales, which Dobson saidhave been increasing week on week, the companyhas launched a comprehensive marketingcampaign that includes posters, sampling, couponsand an online campaign to name a few.

Dobson also explained that Sukk is targeted at18 to 24 year-olds who regularly snack and wanta healthy drink for on-the-go consumption whichalso has the added benefit of being nutritionally-enhanced; in Sukk's case through the fruit juice,green tea and vitamin content whilst onlycontaining 83 calories.

In addition, Dobson said that Sukk has beenenhanced with fibre, with each 180g pouchcontaining 6g of fibre to increase the drink'ssatiety-boosting properties.

When we asked Dobson about the company'sfuture plans, he replied, "Sukk is the first jellydrink from The Clever Jelly Company, so watchthis space!"

Sukk can be purchased through conveniencestores and carries a recommended retail price(RRP) of £1.49.

http://www.thecleverjellycompany.com




Private labelset to energiseFrenchconsumersCarrefour, one of thelargest retailers in France,has added a low calorievariant to its own-labelenergy drink.

Following in the footsteps ofLeclerc, Carrefour is the secondFrench retailer to introduce a lightenergy offering.Throughout the year,many of the major super andhypermarket chains in the countryhave been unveiling their ownenergy drinks, in a bid to capitaliseon the growth seen by their

branded, yet comparativelyexpensive, counterparts.

The sugar-free energy drink iscalled Psychik and accompaniesTaurine Force, previously knownas Guarana Force. Both drinks areavailable in 250ml slim cans thatcan be bought in four-packs or bythe unit.Taurine Force is also soldin a 50cl format, and reportedlythere are plans to introducePsychik in the same format in thenear future.

Now that private label energydrinks have established themselvesin the market, it remains to beseen whether other retailers willfollow suit and start introducinglow calorie or sugar-free variantsas well as other energy drinks thattruly differentiate themselves fromother Red Bull 'me-too' drinks.

www.carrefour.fr

energy drinks France

enhanced beverages United Kingdom




Daily support tofight free radicalsZola Açai has recently addedtwo new variants to its portfolio

of açai-based juices andsmoothies.

The first product is a dietary supplementcalled Zola Açai Daily Wellness Shot whichreportedly provides a full dose ofantioxidants with just one 1oz shot, thanksto its blend of acerola and açai, accounting

for 85% of the total.A shot containsjust 20 calories and 3g of sugar.Zola Açai Daily Wellness Shot is

available in 32oz bottles and carries a RRP ofUS$29.99.

The second beverage launched has been namedZola Light Açai Juice.As its name suggests, thejuice, which is sweetened with stevia, is low incalories and boasts 50% less sugar and 40% lesscalories than Zola Açai Original Juice.

Each 12oz bottle provides more than 4,000ORAC units of antioxidants, omega-3, -6, -9fatty acids and 70 calories.

Zola Light Açai Juice carries a RRP of US$2.99apiece.

www.zolaacai.com

Naturalnourishment foractiveconsumersCalifornia-basedBolthouse Farmshas expanded its lineof protein beverageswith the launch ofProtein PLUS shakes.The new beveragescontain a 30g blend ofwhey and soy protein,and are 100% naturalwith no added sugar,and no artificial colours,flavours orpreservatives.

Protein PLUS is available inChocolate flavour, made with realcocoa and containing 21 vitamins andminerals, including vitamins A, C, D, E, B6and B12, and minerals calcium, iron, magnesiumand zinc.The beverage is also available in Mangoflavour which contains 90% fruit juice andprovides three servings of fruit and vegetables

per 15.2oz bottle.

The drinks are said to have a smoothand creamy taste, unlike the chalky,artificially flavoured taste sometimes

associated with protein drinks.Theshakes are designed for

consumers with an activelifestyle, providing lean musclenourishment following aworkout, but can also beconsumed as a snack, or atany occasion wherenourishment is needed.

"Consumer demand forbottled protein drinks andbars has grown rapidly overthe last few years. Eliteathletes started the trendbut health focusedconsumers from all walks oflife are now the principleconsumers." said Chris Cook,Marketing Director, BolthouseFarms. "For the first time, weare offering a shake that is apleasure to consume and is allnatural."

Packaged in 15.2oz and 32ozbottles, Bolthouse Farms Protein

PLUS Shakes are available in theproduce section of grocery and health foodstores across the United States.

www.bolthouse.com

functional dairy United States

wellness beverages United States

Energy drinkparades itsBrooklyn rootsAriZona Beverages hasrecently introduced anotherenergy offering to its extensiveportfolio of soft drinks.

The new AZ Energy complements its energyofferings, until now composed of AriZonaCaution Energy in regular and low-carbohydratevariants. Reminiscent of the company's formerAll City NRG line, which has now beendiscontinued, the new product also featuresstreet art design that AriZona Beverages claimshelps emphasise not just the drink's

functionality but also its taste.

AZ Energy is made with natural juices frompears, apples, peaches and mangos, as well asorange blossom honey, creating a fruity citrusflavour compared to the medicinal taste ofother energy drinks. Moreover, the energy drinkprovides several nutrients including 100% of theRDA of vitamins B5, B6, B12 and C as well ascontaining 100mg of caffeine per serving.Aswith all other Arizona beverages, the energydrink is free from preservatives, artificialcolours and flavours.

AriZona Creative Director Wesley Vultaggioexplained, "Most of the energy drinks on themarket fall flat when it comes to taste, so withAZ Energy we wanted to make a beverage thatnot only gives you the energy you need, butsomething you actually want to drink."

(continued on Page 7)

Positive andnegative charge for

German marketHaving extended itsdistribution to Realsupermarket stores acrossGermany, energy drink supplierRhino's has alsolaunched a newtelevised campaign insupport of thebrand's growingpresence.

Now positioned on the shelvesof over 300 Real stores, theexpanded availability will alsobe bolstered by point of sale(POS) activity throughout therest of the year.The recent TVads, resulting from a €3 millioninvestment and airing on thechannels Pro Sieben, Kabel 1and Sat 1, are 30 seconds in

duration and designed to reinforcethe brand's 'no limits' tagline aswell as the new cranberry variant.

Meanwhile since its unveiling in Germany just acouple of months ago through distributorTrend Beverages Vertriebs GmbH, the US-born energy drink brand Monster is alsogrowing from strength to strength and wellpoised to prove strong competition to marketleading Red Bull, according to reports.At just€1.79, the 500ml energy drink - available inMonster Energy and Monster Ripper variants -is priced well below Red Bull and also hasconsiderable support through sponsorships inthe world of motor racing.

In other German news, sale of theginkgo-based variant of Red Bullsister company Carpe Diem'sbotanic beverage range has beenprohibited by the country's FederalCourt of Justice, which could haveconsequences for other ginkgo-containing food and beverages.

Grounds for the product'swithdrawal relate to its 0.02%content of the energy-enhancingingredient, which is alleged to be amedicinally active ingredient andunapproved as a food additive.

www.rhinos-energy.comwww.monsternergy.com

www.carpediem.com




energy drinks Germany

energy drinks United States

(continued from Page 6)

AZ Energy is available in two versions:AZEnergy and AZ Low Carb Energy. Bothvariants come in 15oz cans decoratedwith AriZona's familiar eye-catchingstyle implemented with a bold blueand green street-art design.Furthermore, following fromAriZona's Brooklyn roots,the companyunderstands there isan appeal towardsthe artistry shownin a beverage inspiredby its own birthplace, sothe cans also feature the

image of a crown torepresent Kings County.

AZ Energy has beenavailable for

purchase since April2010 across the

country and it retails forapproximately US$1.99 for

one 15oz can.

www.drinkarizona.com




EuropeThe European Commission has rejected aGerman motion to enforce energy drinks tocarry warning labels due to excessiveconsumption of caffeine and taurine. However, aspokesperson for the Commission stated, "TheCommission could find no evidence of a scientificrisk associated with these substances that wouldrequire additional labelling and had a negativeopinion on this notification."

Spain: According to Greg Cherry, Director ofHealth Ingredients Europe & Natural Ingredientsconference, 30% of food and drink consumed inSpain will be functional by 2020. Cherry also saidthe country ranks second place in Europe interms of consumption of functional food anddrinks.

UK: In an interview, Boost founder andManaging Director Simon Gray said since thebrand was launched eight years ago the focus hasbeen on placing the energy drink in conveniencestores as Gray believes the impulse channel isbest suited to Boost. Gray also mentioned thatBoost leads the way in the value energy drinksector, with sales having leapt in the year to July2010 by 38.3% to £13.5m.The brand was alsoranked 44th on the Times Virgin Fast Track 100.

Enco Products Ltd has introduced a limitededition variant of its nutritionally enriched milkdrink Nurishment.The new drink has beenavailable since August and is mango flavoured.Marketing Manager Nyree Chambers commentedthe new flavour will attract new consumers tothe brand. Chambers added, "Consumer demandand rates of sales are rising and the introductionof Mango - now a mainstream flavour in softdrinks - will stimulate more consumer interest

and provide incremental profit opportunities forstockists."

GlaxoSmithKline (GSK) has elected Ash Tailoras Director of Global Marketing Excellence forits consumer healthcare division.Tailor will headglobal innovation for the Lucozade brand.Theappointment became effective on 6 September2010.

North AmericaUS: Cott Corporation has reported net profitfor the first six months of 2010 fell to US$33.8mfrom US$53.6m in the prior year. Net sales alsodecreased from US$805.8m to US$787.6mduring the period. However, CEO Jerry Fowdensaid that April had been a particularly goodmonth for sales of energy drinks. He also said heexpects the company to perform better in thelatter half of 2010.

PepsiCo CEO Indra Nooyi has revealed thatfollowing positive signs since the launch ofGatorade G-Series, there will be moreinnovation.According to Nooyi, the company is afew months away from unveiling the latestaddition to the G-Series range. Nooyi stated,"We are very optimistic about the future of thewhole G-Series launch and as we go into 2011you will see a lot more innovation around G-Series, different flavours for different groups,people who like exercise versus people who arehardcore athletes."

Xyience has appointed Jeff Jonke as VicePresident of Sales for Eastern Region. Jonke willwork closely with Reuben Rios,Vice President ofSales for Western Region. Michael Levy, XyienceCFO and COO commented on the appointment,

energy drinks United States

functionaldrinks in brief

"Jeff brings a wealth of beverage industryknowledge to Xyience. Jeff is a great addition tothe Xyience team and we're looking forward toincreased growth for Xenergy in the eastern US."

RelaxZen has entered into a distributionagreement with 5 Star Beverages for the sale ofits RelaxZen Day and Night shots in southernCalifornia. 5 Star Beverages will distributeRelaxZen across the San Diego and Imperialcounties.

Reportedly, Zico's introduction of its range ofcoconut water drinks in 14oz resealable bottleshas been a success as sales performance haveexceeded expectations.The new format was firstlaunched in New York in April and has beenintroduced to other markets.

The Coca-Cola Company (TCCC) has failedto win a dismissal of a lawsuit accusing thecompany of making misleading claims underGlacéau vitaminwater.The lawsuit was brought bythe Center for Science in the Public Interest(CSPI) and was upheld by Judge John Gleeson ofthe US District Court in Brooklyn who statedthat labels of vitaminwater may violate FDAlabelling regulations.

Fuzee Bee Beverage has finalised a DirectStore Delivery (DSD) agreement with New AgeBeverage for sales and distribution of Fuzee'sZUN energy drink.The brain-boosting energydrink will be sold in the Denver, Colorado area.

The Medical College of Georgia School ofDentistry has reported that black tea maycontain more fluoride than previously thought.The results come after researchers came acrosspatients with advanced skeletal fluorosis;characterised by joint and bone pain and damagedue to excessive consumption of black tea.However, the patients had all consumed betweenone and two gallons of packaged black tea dailyover 10 to 30 years.

WorldResults of a recent study have indicated thatdrinking four cups of coffee a day can result in a40% decrease in the risk of developing mouthand throat cancers.There was no effect observedat three cups a day, with the effect ofdecaffeinated coffee also considered to bestatistically insignificant.

Australia: A new report issued by HorticultureAustralia Limited states that apples can helpalleviate allergy symptoms and reducecholesterol. On average, one apple contains200mg of polyphenols which are credited withstimulating the metabolism, reducing fat andallergy symptoms. Moreover, the report has saidthat consuming three apples a day could lead to areduction in cholesterol levels of up to 8%.

India: Results of a newly-conducted investigationsuggest that the consumption of fruit yogurtmight be beneficial for ailments such as diabetesand cardiovascular diseases. In the animal study,rats that were given fruit yogurt demonstratedlower levels of blood sugar, cholesterol andtriglycerides.

Israel: Israeli producer of specialty soy proteinsSolbar has announced it will present Solpro 735at the forthcoming IFT Food Expo show to beheld in Chicago. Solpro 735 is a calcium fortifiedisolated soy protein for use in a range of foodand beverages. It is also suitable for both wet anddry beverages.

New Zealand: Researchers have establishedthat vitamin C can help block the growth ofcancer cells according to experimental findings.The study has suggested it may be beneficial forpeople with cancer to increase their intake ofvitamin C.This could help restrict the rate oftumour growth, increase responsiveness tochemotherapy and possibly even prevent theformation of solid tumours.


Editor: Anya HembroughDeputy Editor: Cecilia Martínez NúñezContributors: Jenny FouldsMarket 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

registered for VAT

7 Kingsmead SquareBath BA1 2ABUnited Kingdomt +44 (0)1225 327900f +44 (0)1225 327901e functionaldrinks@zenithinternational.comwww.functionaldrinksnews.com

No part of this periodical may be reproduced in any form,copied or stored electronically without prior permission inwriting from the publisher. Every effort is made to verify allinformation published, but Zenith International cannot acceptresponsibility for any errors or omissions or for any lossesthat may arise as a result.

functionaldrinkszenith international newsletter



functionaldrinks in brief

100922_FD_Issue 193

Documents

Transcript of 100922_FD_Issue 193