Tim Wright10.01.04
According to a recently published report from Mintel International Group, Chicago, IL, the non-alcoholic beverage market is expected to reach $79 billion by the end of 2004, an increase of 20% since 1999. Mintel predicts that the size of the market will increase another 24% from 2004 to 2009 to reach over $98 billion. The overall size of the market has been affected by minimal sales growth in the carbonated soft drinks segment, which represents the biggest segment of the market by consumption and dollar sales. Bottled water and sports/energy drinks on the other hand, which account for 10% and 6% of the market respectively, represent the fastest growing segments and have been the primary growth drivers in the non-alcoholic beverage market. Mintel says the sports/energy drinks segment is expected to experience growth of over 18% in 2004.
The driving force behind the high growth in these segments can be attributed to the shift in consumer attitudes toward a healthy lifestyle. Health trends such as low-carb dieting and using foods and drinks to address specific health concerns have become driving factors in new product development. In fact, the Mintel report says some 80% of the volume growth in the non-carbonated beverage market in 2003 was attributed to products with health claims. As the health and wellness trend continues to sweep across the country, it appears the functional beverage market will only continue to expand. What follows is an overview of the latest product introductions from manufacturers of functional beverages, including energy, sports and wellness drinks.
Jones Soda, Seattle, WA, has added a 16-ounce Sugar Free Jones Energy Drink to its existing Jones Energy brand line. The drink is sweetened with Splenda® and is a zero calorie, zero carbohydrate beverage. The packaging features metallic blue flames, which differentiates it from Jones Original Energy Drink packaged with metallic red flames on its can.
Impulse Beverage Co., Miami, FL, debuted Impulse™ Energy Drink in the South Florida market earlier this year. Impulse is available in Original and Extreme Sugar Free, which has three times the amount of caffeine as Impulse Energy and only five calories. Both varieties deliver 100% of the daily value (DV) of vitamin C and niacin, 80% of vitamin B12, 250% of vitamin B6 and 50% of pantothenic acid in addition to taurine and glucuronolactone.
CRUNK!!! Energy Drink, which contains a combination of herbal supplements, amino acids, vitamins and caffeine, has been introduced by Crunk LLC. Representing the brand is hip-hop artist Lil' Jon, the self-proclaimed "Kink of Crunk", who popularized the term Crunk and the lifestyle it represents in the hip-hop community. Designed to deliver both mental and physical vitality, while supporting the immune system, CRUNK!!! Energy Drink delivers 100% of the DV of vitamins B2, B3, B4, B6 and B12, in addition to 50% of vitamin C and 25% of vitamins E and B1. The beverage features a sweet, tart, pomegranate flavor and is red in color.
Living Essentials, Walled Lake, MI, has added Chaser® 5-Hour Energy™ to its portfolio of products. Chaser 5-Hour Energy is meant to provide up to five hours of energy with no crash effects by offering a blend of B vitamins, enzymes and amino acids. It has zero sugars, zero net carbs and less caffeine than a cup of coffee, according to the company. Available in a two-ounce size bottle, Chaser 5-Hour Energy delivers 8333% of the DV of vitamin B12, 1600% of vitamin B6, 150% of vitamins C and niacin and 100% of folate.
National Beverage Corporation, Ft. Lauderdale, FL, has entered the 16-ounce energy drink arena with the recent introduction of its Rip It™ and Rip It Lite Energy Fuel. Both beverages deliver 100% of the DV of vitamins B6, B12, folic acid and vitamin C, 1000 mg of taurine. Rip It Lite contains zero calories, carbohydrates and sugars and has a clean flavor, while Rip It features a mild berry-bubblegum flavor.
BooKoo Energy Drink and BooKoo Zero Carb from The Love Factor, Inc., have entered the energy drink market as the first players in the category to be packaged in a 24-ounce can. Both drinks come in a Citrus flavor and deliver 100% of the DV of niacin, 250% of vitamin B6, 50% of pantothenic acid, 83% of vitamin B12 and 1000 mg of taurine. In addition to containing no carbohydrates, BooKoo Zero Carb also has zero calories and zero sugars.
FUZE Beverage, Englewood Cliffs, NJ, has launched Mega Energy in 16-ounce cans. The new beverage is formulated with taurine, ginseng, L-carnitine, folic acid and vitamins C, B6 and B12. Additionally, FUZE Mega Energy was the winner of the 2004 "Best Tasting Energy Drink" award in an independent taste test conducted by the American Culinary Institute. In other developments, the company has unveiled "no carb" Diet Pomegranate White Tea. The beverage boasts six essential vitamins (C, E, B3, B5, B6, B12) plus folic acid and natural polyphenols.
Sugar Free Raw Dawg is a new 16-ounce zero calorie and zero carbohydrate sports energy drink that has been introduced by Raw Dawg Beverage Corp., Burbank, CA. It delivers 30 mg of potassium, 100% of the DV of vitamin C, 50% of vitamins B6 and B12, and also contains guarana extract, yohimbe extract and horny goat weed, in addition to being sweetened with Splenda in place of sugars. Like the original version, Sugar Free Raw Dawg features a cherry flavor, but with a lighter and more delicate taste.
VIPA™ Pure Energy is a new 12-ounce energy drink, which features a zero calorie and zero carb formulation that has been introduced by California-based VIPA America. VIPA is made with a proprietary blend of vitamins, minerals and herbal extracts, including guarana seed extract, ginseng, ginkgo biloba and green tea, which are meant to work synergistically to support and maintain a healthy metabolism and boost physical and mental energy. VIPA Pure Energy delivers 110% of the DV of vitamin C, 110% of riboflavin and niacin and 160% of vitamin B6.
Earlier this year, Hansen Beverage Corporation, a wholly owned subsidiary of Hansen Natural Corporation, Corona, CA, formed a partnership with California-based surf industry icon Lost International, Inc., making a deal to license the rights to develop, produce and distribute Lost Energy®, a new 16-ounce energy drink. Lost Energy delivers 1.7 mg of riboflavin, 20 mg of niacin, 5 mg of vitamin B6, 5 mcg of vitamin B12, 5 mg of pantothenic acid, 1000 mg of taurine and 2500 mg of the company's energy blend, which includes L-carnitine, panax ginseng root extract and guarana seed extract.
Concentrate USA, Ft. Lauderdale, FL, has introduced MAXXX Energy Drink in an 8.4-ounce can. The new beverage delivers 50% of the DV of pantothenic acid and vitamins B6. In addition, MAXX Energy Drink also contains guarana extract and 1000 mg of taurine. MAXXX also has a fruity taste and is red in color.
Hiball, Inc., Mill Valley, CA, has unveiled two new energy-enhanced beverages as part of its line of Hiball™ Modern Mixers. Hiball Club Soda and Hiball Tonic Water are clear, carbonated waters that are meant to offer consumers increased physical energy and mental alertness through proprietary formulas that contain taurine, guarana, ginseng and B-vitamins. Hiball beverages taste similar to traditional tonic waters and club sodas and are packaged in 10-ounce bottles. Both Hiball beverages deliver 120% of the DV of niacin, vitamins B6, B12 and pantothenic acid.
rhino's energy drink and food AG, Siezenheim, Salzburg, Austria, has launched rhino's energy drink. The new beverage is available in three different packaging options including a 1.5 liter PET can, a 250 ml can and 330 ml tetra pak. All three varieties deliver a blend of taurine, caffeine, glucuronolactone, vitamins B2, B12, niacin and pantothenic acid.
Dairy Farmers of America, Springfield, MO, has introduced a new shake called Sport Shake® MAX in a 10.5-ounce re-sealable glass bottle. With the taste of a milkshake and the health benefits of a nutritional drink, it is billed as a fitness and energy shake. Fortified with 24 vitamins and minerals, in addition to high levels of protein, Sport Shake Max is offered in four varieties including Chocolate Rush, Vanilla Blitz, Banana Blast and Strawberry Xtreme.
The Monarch Beverage Company, Atlanta, GA, has launched two new All Sport® beverages. All Sport Zero is formulated without carbohydrates, sugar or calories, and will initially be offered in Lemon Ice, Mixed Berry, Tangerine and Fruit Punch flavors. All Sport Plus is fortified with chondroitin and glucosamine for healthy joints and bones, and is initially being rolled out in Orange and Lemon-Lime flavors.
Ajinomoto USA, Inc., Paramus, NJ, has launched Amino Vital®, an amino acid-enhanced liquid sports performance supplement to be taken during workouts. Amino Vital is formulated with a combination of amino acids to help the body achieve greater fitness and higher levels of performance, according to the company. The Amino Vital line is available in three varieties: Amino Vital Mix and Shake contains 960 mg of amino acids, including 230 mg of L-arginine, 230 mg of L-glutamine, 200 mg of L-leucine, 160 mg of L-isoleucine and 140 mg of L-valine; Amino Vital Ready-to-Drink delivers 740 mg of amino acids, including 205 mg of L-leucine, 165 mg of L-isolecuine, 135 mg of L-valine and 235 mg of L-arginine; and Amino Vital Fast-Charge contains 2400 mg of amino acids, including 590 mg of L-glutamine, 500 mg of L-leucine, 400 mg of L-isoleucine, 340 mg of L-valine and 570 mg of L-arginine.
Pacific Health Laboratories, Matawan, NJ, has introduced Countdown®, which is specifically designed for immediate post-workout intake by strength training athletes. The product uses a patented composition of carbohydrates, protein and amino acids, which have been proven, according to the company, to increase protein synthesis and repair as well as restore muscle glycogen post exercise. The product is available in Chocolate and Vanilla flavors.
The Coca-Cola Company, Atlanta, GA, has unveiled FLAVA23 as the latest addition to its portfolio of POWERade beverages. The new flavor, which is named after NBA all-star Lebron James, has rolled out with a unique promotional program featuring a Lebron James comic created for POWERade by DC Comics. POWERade FLAVA23 is available in the brand's proprietary 32-ounce bottles and has a Sourberry flavor profile. The POWERADE formula includes vitamins B3, B6 and B12 for their role in energy metabolism.
A new line of low-carb, vitamin-enhanced, additive-free waters has been launched by Energy Multi-Vitamin Enhanced Water Co., New York, NY. Energy Multi-Vitamin Enhanced Waters are pure water with a touch of natural fruit flavor. There are five varieties available, including Power A, which has a Peach-Strawberry flavor and contains high levels of vitamin C; Rejuvinate features a vitamin E formula and Orange flavor; Recovery delivers vitamin B12 with Kiwi-Strawberry flavor; Revitalize combines vitamin A with a Tropical Citrus flavor; and Tropical Punch Sports Water contains high levels of electrolytes. Each 20-ounce bottle provides 125% of DV of vitamin C and 40% of vitamins A, E, B2, B3, B5, B6 and B12, in addition to other nutrients including, calcium, iron, potassium, magnesium, iodine and chromium. Each eight-ounce serving of Energy Multi-Vitamin Enhanced Water has less than 50 calories and 13 grams of carbohydrate.
DSM, the Netherlands-based Life Sciences and Performance Materials company is set for the commercial launch its specialist sports recovery drink, PeptoPro®Sports, which will be fronted by gold medal-winning Dutch swimmer Inge de Bruijn, the most successful Dutch Olympian in history. DSM has signed a deal with the German company Haleko, which is the number one sports nutrition company in Europe, to make PeptoPro commercially available across Europe and the rest of the world by January next year, with the first marketing campaign set to run in Germany. The deal means that Haleko will have production rights for nutritional products that contain the ingredient. As a result, PeptoPro will be available to amateur athletes and fitness enthusiasts around the world after a period of being exclusively available only to the Dutch Olympic team during the Athens games. Haleko will market the drink as the Multipower Recharge Drink, which will be branded with the DSM PeptoPro logo, and will use PeptoPro as an ingredient in the development of other products, such as nutrition bars and protein powders. PeptoPro Sports is the first sports drink to use peptides and enables improvements in the recovery time of athletes by speeding up the rate at which muscle energy stores are replenished after exercise, according to DSM.
The University of Maastricht's nutrition and toxicology research unit (NUTRIM) says the drink leads to a 5% better average performance level in athletes using PeptoPro compared to those using an ordinary, sugar-based sports drink. Unlike traditional sports recovery drinks, whose key ingredient is sugar, PeptoPro also contains protein components, peptides, which had not previously been used in sports recovery drinks because their taste was too bitter. The central advantage of PeptoPro is that the proteins do not have to be digested in the stomach to make peptides because they are already present in the drink and can be absorbed directly and more rapidly into the bloodstream. Absorption of the peptides stimulates the body's production of insulin, which ensures that glucose is transported more rapidly from the blood into the muscle cells. Having reached the muscle, glucose is converted into glycogen, which acts as muscle fuel. The faster this process takes place following high-intensity exercise, the faster athletes can recover and therefore train or perform again at their optimum level. Because of its capacity to replenish muscle energy reserves, as opposed to building muscle tissue, for example, PeptoPro is particularly suited to endurance events.
Leading Brands, Inc., Vancouver, British Columbia, Canada, has introduced its new beverage brand, Soy2O™, which contains a blend of fruit flavored water and natural soy isoflavones. Soy2O is crisp and clear in appearance with no hint that the product contains 20 mgs of soy in every 12-ounce bottle, according to the company. Soy2O is available in Blueberry Grape, Peach Mango, Strawberry Guava, Peach Mango, Strawberry Guava and Lemon Green Tea flavors.
Valio, Helsinki, Finland, has launched Evolus® and Benecol® daily dose drinks in 100 ml bottles, containing the exact daily requirement of the active ingredient. Valio's Evolus daily dose drink contains bioactive peptides, which have been shown to help control blood pressure. The daily dose drink also contains added vitamin B (folic acid, B6 and B12) and seaweed-derived calcium, which add to its effect. Valio Benecol power drink lowers cholesterol thanks to the plant stanols it contains, in addition to added B vitamins. Lastly, its Gefilus® daily dose drink, which contains Lactobacillus GG (LGG), is slated to become available in a recyclable 100 ml bottle later this year.
The Gatorade Co., Chicago, IL, has developed two new flavors of Propel Fitness Water, Grape and Tropical Citrus. The Propel varieties are lightly flavored and enhanced with essential vitamins meant to hydrate and nourish an active body. The Propel beverages contain 10 calories per eight-ounce serving. Other varieties of Propel include Berry, Black Cherry, Lemon, Orange, Tropical Citrus, Kiwi-Strawberry and Peach.
Rainbow Light Nutritional Systems, Inc., Santa Cruz, CA, has introduced Chocolate Protein Energizer as a variation to its original Vanilla Protein Energizer. Based on holistic and vegetarian nutrition principals, Protein Energizer delivers 100% hypoallergenic rice protein, with no soy or dairy. Per serving it offers 15 grams of hypoallergenic rice protein, 7 grams of fiber, 500 mg of spirulina and vegetable concentrates, along with botanical and enzyme blends that support energy and digestion. Protein Energizer also provides nutrient-dense whole foods and adaptogenic herbs, such as eleuthero and American ginseng, and is sweetened naturally with stevia.
German herbal extract manufacturer, Plantextrakt, has introduced four Xlim brand products containing natural plant extracts designed to affect the metabolic process and support optimal body weight. The Boost line, made with green tea extract, strives to increase the body's energy consumption through a combination of catechins and caffeine; the Fibre line aims to regulate appetite by promoting a feeling of fullness; the Pure line helps remove excess water and purify the body through its vegetable extracts, such as asparagus and celery; and the Water line, made with mineral water and herbal extracts and flavors, has reduced calories.
A new coffee-flavored beverage named achievONE has been introduced by SkylarHaley, Pleasanton, CA. Packaged in shelf-stable, 9.5-ounce glass bottles, achievONE delivers 20 grams of protein in addition to 19 essential vitamins and minerals. With five grams of carbohydrates, achievONE has no fat or added sugar, and is available in four flavors including Cappuccino, Mocha Java, Hazelnut Crème and Vanilla Nut.
The Hain Celestial Group, Melville, NY, has introduced Rice Dream® Heart Wise™, a lactose-free and dairy-free beverage that contains an equal amount of calcium as whole milk, according to the company. In addition, Rice Dream Heart Wise is also fortified with Cargill Health & Food Technologies' CoroWise™ brand phytosterols making it the first rice beverage to carry FDA's heart health claim on its label.
Nichols Trading Co., San Diego, CA, has introduced My Daily Health Beverage Organic Aloe Vera Juice. The new beverage contains 2 calories and 4 grams of carbohydrates per serving. In addition, it contains 20 amino acids, nine minerals, vitamins B6, C and E, enzymes, polysaccharides and triglycerides. The My Daily Health Beverage is available in Cherry and Cranberry flavors.
8th Continent, Minneapolis, MN, recently added a light variety, 8th Continent™ Light, to its portfolio of soymilk products. Available in Chocolate and Vanilla flavors, 8th Continent Light soymilk contains 50% fewer carbohydrates and 25% fewer calories than skim milk. It contains 7 grams of Solae® brand soy protein per serving.
Following on the heels of the low-carb craze, Pacific Foods, Tualatin, OR, has launched its new low-carb soymilk. Available in Vanilla and Chocolate flavors, the drinks contain 2 and 3 grams of net carbohydrates, respectively. The beverages are made with organic soybeans, contain 6 grams of soy protein and are enriched with calcium and vitamins A and D.
White Wave, Inc., Boulder CO, maker of Silk® Soymilk, has set its sights on the children's market with the introduction of Very Vanilla, the first refrigerated soymilk formulated especially for kids. Very Vanilla is a fortified soymilk that offers all of the nutrients of milk with extra vanilla for a more kid-friendly taste, the company claims. Each cup contains 35% of the recommended DV of calcium and is 100% dairy free and lactose free. In addition, Very Vanilla is fortified with vitamins A, B2, B12, E and D, as well as phosphorous and magnesium. It is also the first refrigerated soymilk with vitamin C, according to the company. Each eight-ounce serving of Very Vanilla soymilk delivers 6 grams of soy protein.
Vitasoy USA, Inc., Ayer, MA, has added three new low carbohydrate offerings to its portfolio of soymilk products. The new low carbohydrate VITAcarb™ soymilk beverage is available in three varieties: VITAcarb Original Soymilk contains 3 grams of net carbohydrates and 6 grams of protein; VITAcarb Unsweetened Soymilk contains 2 grams of net carbohydrates and 6 grams of protein; and VITAcarb Vanilla Soy Drink contains 4 grams of net carbohydrates and 4 grams of protein. Each VITAcarb beverage is made with 100% organic soybeans and delivers 30% of the DV of calcium.
Naturade, Inc., Irvine, CA, has launched a new line of five weight loss products under the Diet Lean™ brand name to meet the needs of consumers looking for an alternative to ephedra and to help fill the billion-dollar gap on retailers' store shelves left by the FDA's ban. The Diet Lean product line includes Diet Lean Low-Carb Dieter's Shake, which has only one net carbohydrate and is available in Chocolate and Vanilla flavors; Diet Lean Carb Blocker with Phase 2® starch blocker; Diet Lean Body Fat Regulator with Tonalin® CLA; Diet Lean Weight Loss Multivitamin; and Diet Lean Fiber Supplement, which delivers the essential fiber that low-carb dieters need to maintain daily regularity, while providing a feeling of fullness.
In other developments, the company has introduced SportPharma®, a complete line of sports nutrition powders made with whey protein that is both triple-filtered using a proprietary process and offers low levels of carbohydrates. The line includes a whey protein shake with 22 grams of protein per serving, a meal replacement powder with 42 grams of protein, a gainer with 56 grams of protein and a super premium isolate that contains 100% pure whey protein isolate with no lactose.
Slenderize is a new beverage that was recently launched by FUZE Beverage. The beverage contains a mixture of fruit juices and a specially designed metabolic formula consisting of 400 mg of Super CitriMax®, 40 mg of chromium and L-carnitine and 120 mg of vitamin C. Slenderize is available in Cranberry Apple, Cranberry Raspberry and Sugar-Free Tropical Punch flavors.
Kagome, Los Banos, CA, has rolled out three new varieties of blended juices including Purple Roots and Fruits, Orange Carrot Blossom and Autumn Reds. Each variety contains phytonutrients such as anthocyanins, beta-carotene and lycopene and is made with 50% vegetables and 50% fruits without any sugar added, artificial additives, preservatives or genetically engineered ingredients. Each self-stable, single-serve bottle contains approximately 2.7 servings of the USDA's recommended minimum of five servings of fruits and vegetables per day.
Sanfaustino, a newly available lightly effervescent mineral water with calcium, has been introduced by CCW Holdings, Inc., Fairfield, NJ. Sanfaustino has been sold in Italy since 1894 and is now available in the U.S. for the first time. According to the company, eight glasses of Sanfaustino provide up to 80% of the adult calcium recommended daily allowance (RDA) and is sodium free. All natural Sanfaustino comes from a natural mountain spring in Umbria, Italy, which generates natural lightly effervescent water that is a good source of calcium and also provides natural bicarbonate for easy digestion the company claims.
Malibu Beach Beverage Group, LLC, Atlanta, GA, is a specialty beverage manufacturer of three low carbohydrate, low calorie all natural fruit juice blends and three flavored micro-brewed green tea blends. Malibu's product offerings are non-carbonated and contain 3 grams of carbohydrates and 10 calories per serving. Each Malibu beverage contains 100% of the daily requirements for vitamins C, B3, B5, B6 and B12, in addition to being fortified with ginseng and guarana. Malibu Beach beverages are available in six varieties including Tropical Tea, Beach Peach Tea, Oceanside Orange Tea, Malibu Mango, Sunset Strawberry and Redondo Raspberry.
California-based New Sun Nutrition recently launched FRS Plus antioxidant health drink. FRS Plus, which stands for Free Radical Scavenger, is a scientifically formulated beverage that concentrates powerful free radical scavengers. FRS Plus contains quercetin and catechins. Essential vitamins are added to enhance the effects of key antioxidants. With an ORAC score of 4692 per 8-ounce serving, the company said that a 16-ounce serving of FRS Plus (four-ounce concentrate mixed with water) supplies the same amount of flavonoid antioxidants as five servings of blueberries, 12 servings of red onions or 17 glasses of red wine.
V-Net Beverage, Inc., Blue Island, IL, has entered into an exclusive agreement to produce and market Allimax Beverage, which contains the patented ingredient Allisure marketed by Allimax U.S. Nutraceuticals, a division of U.K.-based Allimax International Limited. The main ingredient, Allisure, is a 100% pure stabilized allicin extract. According to studies, allicin, the primary active agent in garlic, has been widely investigated for its benefits as an antioxidant, according to the company. British scientists have developed a proprietary process to extract the allicin in its purest form, thereby producing Allisure, which is tasteless and odorless.
A Scottish biotech firm, NP Biotech, has developed a novel fruit juice fortified with the omega 3 fatty acid DHA (docosahexaenoic acid). The new DHA-fortified orange juice was developed by Dr. Ray Noble and is called SupaJus-The Think Drink and is being manufactured by the Natural Fruit and Beverage Company. The juice is designed to deliver the health ingredient to children in a more palatable form than capsules. It is being introduced to U.K. consumers by the Green Machine distribution network, which provides orange juice for schools, health food chain Holland & Barrett, health centers and sports clubs. Talks are also underway with major supermarket and health and beauty chains, according to the manufacturer.NW
The driving force behind the high growth in these segments can be attributed to the shift in consumer attitudes toward a healthy lifestyle. Health trends such as low-carb dieting and using foods and drinks to address specific health concerns have become driving factors in new product development. In fact, the Mintel report says some 80% of the volume growth in the non-carbonated beverage market in 2003 was attributed to products with health claims. As the health and wellness trend continues to sweep across the country, it appears the functional beverage market will only continue to expand. What follows is an overview of the latest product introductions from manufacturers of functional beverages, including energy, sports and wellness drinks.
Energy Drinks
Jones Soda, Seattle, WA, has added a 16-ounce Sugar Free Jones Energy Drink to its existing Jones Energy brand line. The drink is sweetened with Splenda® and is a zero calorie, zero carbohydrate beverage. The packaging features metallic blue flames, which differentiates it from Jones Original Energy Drink packaged with metallic red flames on its can.
Impulse Beverage Co., Miami, FL, debuted Impulse™ Energy Drink in the South Florida market earlier this year. Impulse is available in Original and Extreme Sugar Free, which has three times the amount of caffeine as Impulse Energy and only five calories. Both varieties deliver 100% of the daily value (DV) of vitamin C and niacin, 80% of vitamin B12, 250% of vitamin B6 and 50% of pantothenic acid in addition to taurine and glucuronolactone.
CRUNK!!! Energy Drink, which contains a combination of herbal supplements, amino acids, vitamins and caffeine, has been introduced by Crunk LLC. Representing the brand is hip-hop artist Lil' Jon, the self-proclaimed "Kink of Crunk", who popularized the term Crunk and the lifestyle it represents in the hip-hop community. Designed to deliver both mental and physical vitality, while supporting the immune system, CRUNK!!! Energy Drink delivers 100% of the DV of vitamins B2, B3, B4, B6 and B12, in addition to 50% of vitamin C and 25% of vitamins E and B1. The beverage features a sweet, tart, pomegranate flavor and is red in color.
Living Essentials, Walled Lake, MI, has added Chaser® 5-Hour Energy™ to its portfolio of products. Chaser 5-Hour Energy is meant to provide up to five hours of energy with no crash effects by offering a blend of B vitamins, enzymes and amino acids. It has zero sugars, zero net carbs and less caffeine than a cup of coffee, according to the company. Available in a two-ounce size bottle, Chaser 5-Hour Energy delivers 8333% of the DV of vitamin B12, 1600% of vitamin B6, 150% of vitamins C and niacin and 100% of folate.
National Beverage Corporation, Ft. Lauderdale, FL, has entered the 16-ounce energy drink arena with the recent introduction of its Rip It™ and Rip It Lite Energy Fuel. Both beverages deliver 100% of the DV of vitamins B6, B12, folic acid and vitamin C, 1000 mg of taurine. Rip It Lite contains zero calories, carbohydrates and sugars and has a clean flavor, while Rip It features a mild berry-bubblegum flavor.
BooKoo Energy Drink and BooKoo Zero Carb from The Love Factor, Inc., have entered the energy drink market as the first players in the category to be packaged in a 24-ounce can. Both drinks come in a Citrus flavor and deliver 100% of the DV of niacin, 250% of vitamin B6, 50% of pantothenic acid, 83% of vitamin B12 and 1000 mg of taurine. In addition to containing no carbohydrates, BooKoo Zero Carb also has zero calories and zero sugars.
FUZE Beverage, Englewood Cliffs, NJ, has launched Mega Energy in 16-ounce cans. The new beverage is formulated with taurine, ginseng, L-carnitine, folic acid and vitamins C, B6 and B12. Additionally, FUZE Mega Energy was the winner of the 2004 "Best Tasting Energy Drink" award in an independent taste test conducted by the American Culinary Institute. In other developments, the company has unveiled "no carb" Diet Pomegranate White Tea. The beverage boasts six essential vitamins (C, E, B3, B5, B6, B12) plus folic acid and natural polyphenols.
Sugar Free Raw Dawg is a new 16-ounce zero calorie and zero carbohydrate sports energy drink that has been introduced by Raw Dawg Beverage Corp., Burbank, CA. It delivers 30 mg of potassium, 100% of the DV of vitamin C, 50% of vitamins B6 and B12, and also contains guarana extract, yohimbe extract and horny goat weed, in addition to being sweetened with Splenda in place of sugars. Like the original version, Sugar Free Raw Dawg features a cherry flavor, but with a lighter and more delicate taste.
VIPA™ Pure Energy is a new 12-ounce energy drink, which features a zero calorie and zero carb formulation that has been introduced by California-based VIPA America. VIPA is made with a proprietary blend of vitamins, minerals and herbal extracts, including guarana seed extract, ginseng, ginkgo biloba and green tea, which are meant to work synergistically to support and maintain a healthy metabolism and boost physical and mental energy. VIPA Pure Energy delivers 110% of the DV of vitamin C, 110% of riboflavin and niacin and 160% of vitamin B6.
Earlier this year, Hansen Beverage Corporation, a wholly owned subsidiary of Hansen Natural Corporation, Corona, CA, formed a partnership with California-based surf industry icon Lost International, Inc., making a deal to license the rights to develop, produce and distribute Lost Energy®, a new 16-ounce energy drink. Lost Energy delivers 1.7 mg of riboflavin, 20 mg of niacin, 5 mg of vitamin B6, 5 mcg of vitamin B12, 5 mg of pantothenic acid, 1000 mg of taurine and 2500 mg of the company's energy blend, which includes L-carnitine, panax ginseng root extract and guarana seed extract.
Concentrate USA, Ft. Lauderdale, FL, has introduced MAXXX Energy Drink in an 8.4-ounce can. The new beverage delivers 50% of the DV of pantothenic acid and vitamins B6. In addition, MAXX Energy Drink also contains guarana extract and 1000 mg of taurine. MAXXX also has a fruity taste and is red in color.
Hiball, Inc., Mill Valley, CA, has unveiled two new energy-enhanced beverages as part of its line of Hiball™ Modern Mixers. Hiball Club Soda and Hiball Tonic Water are clear, carbonated waters that are meant to offer consumers increased physical energy and mental alertness through proprietary formulas that contain taurine, guarana, ginseng and B-vitamins. Hiball beverages taste similar to traditional tonic waters and club sodas and are packaged in 10-ounce bottles. Both Hiball beverages deliver 120% of the DV of niacin, vitamins B6, B12 and pantothenic acid.
rhino's energy drink and food AG, Siezenheim, Salzburg, Austria, has launched rhino's energy drink. The new beverage is available in three different packaging options including a 1.5 liter PET can, a 250 ml can and 330 ml tetra pak. All three varieties deliver a blend of taurine, caffeine, glucuronolactone, vitamins B2, B12, niacin and pantothenic acid.
Sports Performance Beverages
Dairy Farmers of America, Springfield, MO, has introduced a new shake called Sport Shake® MAX in a 10.5-ounce re-sealable glass bottle. With the taste of a milkshake and the health benefits of a nutritional drink, it is billed as a fitness and energy shake. Fortified with 24 vitamins and minerals, in addition to high levels of protein, Sport Shake Max is offered in four varieties including Chocolate Rush, Vanilla Blitz, Banana Blast and Strawberry Xtreme.
The Monarch Beverage Company, Atlanta, GA, has launched two new All Sport® beverages. All Sport Zero is formulated without carbohydrates, sugar or calories, and will initially be offered in Lemon Ice, Mixed Berry, Tangerine and Fruit Punch flavors. All Sport Plus is fortified with chondroitin and glucosamine for healthy joints and bones, and is initially being rolled out in Orange and Lemon-Lime flavors.
Ajinomoto USA, Inc., Paramus, NJ, has launched Amino Vital®, an amino acid-enhanced liquid sports performance supplement to be taken during workouts. Amino Vital is formulated with a combination of amino acids to help the body achieve greater fitness and higher levels of performance, according to the company. The Amino Vital line is available in three varieties: Amino Vital Mix and Shake contains 960 mg of amino acids, including 230 mg of L-arginine, 230 mg of L-glutamine, 200 mg of L-leucine, 160 mg of L-isoleucine and 140 mg of L-valine; Amino Vital Ready-to-Drink delivers 740 mg of amino acids, including 205 mg of L-leucine, 165 mg of L-isolecuine, 135 mg of L-valine and 235 mg of L-arginine; and Amino Vital Fast-Charge contains 2400 mg of amino acids, including 590 mg of L-glutamine, 500 mg of L-leucine, 400 mg of L-isoleucine, 340 mg of L-valine and 570 mg of L-arginine.
Pacific Health Laboratories, Matawan, NJ, has introduced Countdown®, which is specifically designed for immediate post-workout intake by strength training athletes. The product uses a patented composition of carbohydrates, protein and amino acids, which have been proven, according to the company, to increase protein synthesis and repair as well as restore muscle glycogen post exercise. The product is available in Chocolate and Vanilla flavors.
The Coca-Cola Company, Atlanta, GA, has unveiled FLAVA23 as the latest addition to its portfolio of POWERade beverages. The new flavor, which is named after NBA all-star Lebron James, has rolled out with a unique promotional program featuring a Lebron James comic created for POWERade by DC Comics. POWERade FLAVA23 is available in the brand's proprietary 32-ounce bottles and has a Sourberry flavor profile. The POWERADE formula includes vitamins B3, B6 and B12 for their role in energy metabolism.
A new line of low-carb, vitamin-enhanced, additive-free waters has been launched by Energy Multi-Vitamin Enhanced Water Co., New York, NY. Energy Multi-Vitamin Enhanced Waters are pure water with a touch of natural fruit flavor. There are five varieties available, including Power A, which has a Peach-Strawberry flavor and contains high levels of vitamin C; Rejuvinate features a vitamin E formula and Orange flavor; Recovery delivers vitamin B12 with Kiwi-Strawberry flavor; Revitalize combines vitamin A with a Tropical Citrus flavor; and Tropical Punch Sports Water contains high levels of electrolytes. Each 20-ounce bottle provides 125% of DV of vitamin C and 40% of vitamins A, E, B2, B3, B5, B6 and B12, in addition to other nutrients including, calcium, iron, potassium, magnesium, iodine and chromium. Each eight-ounce serving of Energy Multi-Vitamin Enhanced Water has less than 50 calories and 13 grams of carbohydrate.
DSM, the Netherlands-based Life Sciences and Performance Materials company is set for the commercial launch its specialist sports recovery drink, PeptoPro®Sports, which will be fronted by gold medal-winning Dutch swimmer Inge de Bruijn, the most successful Dutch Olympian in history. DSM has signed a deal with the German company Haleko, which is the number one sports nutrition company in Europe, to make PeptoPro commercially available across Europe and the rest of the world by January next year, with the first marketing campaign set to run in Germany. The deal means that Haleko will have production rights for nutritional products that contain the ingredient. As a result, PeptoPro will be available to amateur athletes and fitness enthusiasts around the world after a period of being exclusively available only to the Dutch Olympic team during the Athens games. Haleko will market the drink as the Multipower Recharge Drink, which will be branded with the DSM PeptoPro logo, and will use PeptoPro as an ingredient in the development of other products, such as nutrition bars and protein powders. PeptoPro Sports is the first sports drink to use peptides and enables improvements in the recovery time of athletes by speeding up the rate at which muscle energy stores are replenished after exercise, according to DSM.
The University of Maastricht's nutrition and toxicology research unit (NUTRIM) says the drink leads to a 5% better average performance level in athletes using PeptoPro compared to those using an ordinary, sugar-based sports drink. Unlike traditional sports recovery drinks, whose key ingredient is sugar, PeptoPro also contains protein components, peptides, which had not previously been used in sports recovery drinks because their taste was too bitter. The central advantage of PeptoPro is that the proteins do not have to be digested in the stomach to make peptides because they are already present in the drink and can be absorbed directly and more rapidly into the bloodstream. Absorption of the peptides stimulates the body's production of insulin, which ensures that glucose is transported more rapidly from the blood into the muscle cells. Having reached the muscle, glucose is converted into glycogen, which acts as muscle fuel. The faster this process takes place following high-intensity exercise, the faster athletes can recover and therefore train or perform again at their optimum level. Because of its capacity to replenish muscle energy reserves, as opposed to building muscle tissue, for example, PeptoPro is particularly suited to endurance events.
Lifestyle & Wellness Drinks
Leading Brands, Inc., Vancouver, British Columbia, Canada, has introduced its new beverage brand, Soy2O™, which contains a blend of fruit flavored water and natural soy isoflavones. Soy2O is crisp and clear in appearance with no hint that the product contains 20 mgs of soy in every 12-ounce bottle, according to the company. Soy2O is available in Blueberry Grape, Peach Mango, Strawberry Guava, Peach Mango, Strawberry Guava and Lemon Green Tea flavors.
Valio, Helsinki, Finland, has launched Evolus® and Benecol® daily dose drinks in 100 ml bottles, containing the exact daily requirement of the active ingredient. Valio's Evolus daily dose drink contains bioactive peptides, which have been shown to help control blood pressure. The daily dose drink also contains added vitamin B (folic acid, B6 and B12) and seaweed-derived calcium, which add to its effect. Valio Benecol power drink lowers cholesterol thanks to the plant stanols it contains, in addition to added B vitamins. Lastly, its Gefilus® daily dose drink, which contains Lactobacillus GG (LGG), is slated to become available in a recyclable 100 ml bottle later this year.
The Gatorade Co., Chicago, IL, has developed two new flavors of Propel Fitness Water, Grape and Tropical Citrus. The Propel varieties are lightly flavored and enhanced with essential vitamins meant to hydrate and nourish an active body. The Propel beverages contain 10 calories per eight-ounce serving. Other varieties of Propel include Berry, Black Cherry, Lemon, Orange, Tropical Citrus, Kiwi-Strawberry and Peach.
Rainbow Light Nutritional Systems, Inc., Santa Cruz, CA, has introduced Chocolate Protein Energizer as a variation to its original Vanilla Protein Energizer. Based on holistic and vegetarian nutrition principals, Protein Energizer delivers 100% hypoallergenic rice protein, with no soy or dairy. Per serving it offers 15 grams of hypoallergenic rice protein, 7 grams of fiber, 500 mg of spirulina and vegetable concentrates, along with botanical and enzyme blends that support energy and digestion. Protein Energizer also provides nutrient-dense whole foods and adaptogenic herbs, such as eleuthero and American ginseng, and is sweetened naturally with stevia.
German herbal extract manufacturer, Plantextrakt, has introduced four Xlim brand products containing natural plant extracts designed to affect the metabolic process and support optimal body weight. The Boost line, made with green tea extract, strives to increase the body's energy consumption through a combination of catechins and caffeine; the Fibre line aims to regulate appetite by promoting a feeling of fullness; the Pure line helps remove excess water and purify the body through its vegetable extracts, such as asparagus and celery; and the Water line, made with mineral water and herbal extracts and flavors, has reduced calories.
A new coffee-flavored beverage named achievONE has been introduced by SkylarHaley, Pleasanton, CA. Packaged in shelf-stable, 9.5-ounce glass bottles, achievONE delivers 20 grams of protein in addition to 19 essential vitamins and minerals. With five grams of carbohydrates, achievONE has no fat or added sugar, and is available in four flavors including Cappuccino, Mocha Java, Hazelnut Crème and Vanilla Nut.
The Hain Celestial Group, Melville, NY, has introduced Rice Dream® Heart Wise™, a lactose-free and dairy-free beverage that contains an equal amount of calcium as whole milk, according to the company. In addition, Rice Dream Heart Wise is also fortified with Cargill Health & Food Technologies' CoroWise™ brand phytosterols making it the first rice beverage to carry FDA's heart health claim on its label.
Nichols Trading Co., San Diego, CA, has introduced My Daily Health Beverage Organic Aloe Vera Juice. The new beverage contains 2 calories and 4 grams of carbohydrates per serving. In addition, it contains 20 amino acids, nine minerals, vitamins B6, C and E, enzymes, polysaccharides and triglycerides. The My Daily Health Beverage is available in Cherry and Cranberry flavors.
8th Continent, Minneapolis, MN, recently added a light variety, 8th Continent™ Light, to its portfolio of soymilk products. Available in Chocolate and Vanilla flavors, 8th Continent Light soymilk contains 50% fewer carbohydrates and 25% fewer calories than skim milk. It contains 7 grams of Solae® brand soy protein per serving.
Following on the heels of the low-carb craze, Pacific Foods, Tualatin, OR, has launched its new low-carb soymilk. Available in Vanilla and Chocolate flavors, the drinks contain 2 and 3 grams of net carbohydrates, respectively. The beverages are made with organic soybeans, contain 6 grams of soy protein and are enriched with calcium and vitamins A and D.
White Wave, Inc., Boulder CO, maker of Silk® Soymilk, has set its sights on the children's market with the introduction of Very Vanilla, the first refrigerated soymilk formulated especially for kids. Very Vanilla is a fortified soymilk that offers all of the nutrients of milk with extra vanilla for a more kid-friendly taste, the company claims. Each cup contains 35% of the recommended DV of calcium and is 100% dairy free and lactose free. In addition, Very Vanilla is fortified with vitamins A, B2, B12, E and D, as well as phosphorous and magnesium. It is also the first refrigerated soymilk with vitamin C, according to the company. Each eight-ounce serving of Very Vanilla soymilk delivers 6 grams of soy protein.
Vitasoy USA, Inc., Ayer, MA, has added three new low carbohydrate offerings to its portfolio of soymilk products. The new low carbohydrate VITAcarb™ soymilk beverage is available in three varieties: VITAcarb Original Soymilk contains 3 grams of net carbohydrates and 6 grams of protein; VITAcarb Unsweetened Soymilk contains 2 grams of net carbohydrates and 6 grams of protein; and VITAcarb Vanilla Soy Drink contains 4 grams of net carbohydrates and 4 grams of protein. Each VITAcarb beverage is made with 100% organic soybeans and delivers 30% of the DV of calcium.
Naturade, Inc., Irvine, CA, has launched a new line of five weight loss products under the Diet Lean™ brand name to meet the needs of consumers looking for an alternative to ephedra and to help fill the billion-dollar gap on retailers' store shelves left by the FDA's ban. The Diet Lean product line includes Diet Lean Low-Carb Dieter's Shake, which has only one net carbohydrate and is available in Chocolate and Vanilla flavors; Diet Lean Carb Blocker with Phase 2® starch blocker; Diet Lean Body Fat Regulator with Tonalin® CLA; Diet Lean Weight Loss Multivitamin; and Diet Lean Fiber Supplement, which delivers the essential fiber that low-carb dieters need to maintain daily regularity, while providing a feeling of fullness.
In other developments, the company has introduced SportPharma®, a complete line of sports nutrition powders made with whey protein that is both triple-filtered using a proprietary process and offers low levels of carbohydrates. The line includes a whey protein shake with 22 grams of protein per serving, a meal replacement powder with 42 grams of protein, a gainer with 56 grams of protein and a super premium isolate that contains 100% pure whey protein isolate with no lactose.
Slenderize is a new beverage that was recently launched by FUZE Beverage. The beverage contains a mixture of fruit juices and a specially designed metabolic formula consisting of 400 mg of Super CitriMax®, 40 mg of chromium and L-carnitine and 120 mg of vitamin C. Slenderize is available in Cranberry Apple, Cranberry Raspberry and Sugar-Free Tropical Punch flavors.
Kagome, Los Banos, CA, has rolled out three new varieties of blended juices including Purple Roots and Fruits, Orange Carrot Blossom and Autumn Reds. Each variety contains phytonutrients such as anthocyanins, beta-carotene and lycopene and is made with 50% vegetables and 50% fruits without any sugar added, artificial additives, preservatives or genetically engineered ingredients. Each self-stable, single-serve bottle contains approximately 2.7 servings of the USDA's recommended minimum of five servings of fruits and vegetables per day.
Sanfaustino, a newly available lightly effervescent mineral water with calcium, has been introduced by CCW Holdings, Inc., Fairfield, NJ. Sanfaustino has been sold in Italy since 1894 and is now available in the U.S. for the first time. According to the company, eight glasses of Sanfaustino provide up to 80% of the adult calcium recommended daily allowance (RDA) and is sodium free. All natural Sanfaustino comes from a natural mountain spring in Umbria, Italy, which generates natural lightly effervescent water that is a good source of calcium and also provides natural bicarbonate for easy digestion the company claims.
Malibu Beach Beverage Group, LLC, Atlanta, GA, is a specialty beverage manufacturer of three low carbohydrate, low calorie all natural fruit juice blends and three flavored micro-brewed green tea blends. Malibu's product offerings are non-carbonated and contain 3 grams of carbohydrates and 10 calories per serving. Each Malibu beverage contains 100% of the daily requirements for vitamins C, B3, B5, B6 and B12, in addition to being fortified with ginseng and guarana. Malibu Beach beverages are available in six varieties including Tropical Tea, Beach Peach Tea, Oceanside Orange Tea, Malibu Mango, Sunset Strawberry and Redondo Raspberry.
California-based New Sun Nutrition recently launched FRS Plus antioxidant health drink. FRS Plus, which stands for Free Radical Scavenger, is a scientifically formulated beverage that concentrates powerful free radical scavengers. FRS Plus contains quercetin and catechins. Essential vitamins are added to enhance the effects of key antioxidants. With an ORAC score of 4692 per 8-ounce serving, the company said that a 16-ounce serving of FRS Plus (four-ounce concentrate mixed with water) supplies the same amount of flavonoid antioxidants as five servings of blueberries, 12 servings of red onions or 17 glasses of red wine.
V-Net Beverage, Inc., Blue Island, IL, has entered into an exclusive agreement to produce and market Allimax Beverage, which contains the patented ingredient Allisure marketed by Allimax U.S. Nutraceuticals, a division of U.K.-based Allimax International Limited. The main ingredient, Allisure, is a 100% pure stabilized allicin extract. According to studies, allicin, the primary active agent in garlic, has been widely investigated for its benefits as an antioxidant, according to the company. British scientists have developed a proprietary process to extract the allicin in its purest form, thereby producing Allisure, which is tasteless and odorless.
A Scottish biotech firm, NP Biotech, has developed a novel fruit juice fortified with the omega 3 fatty acid DHA (docosahexaenoic acid). The new DHA-fortified orange juice was developed by Dr. Ray Noble and is called SupaJus-The Think Drink and is being manufactured by the Natural Fruit and Beverage Company. The juice is designed to deliver the health ingredient to children in a more palatable form than capsules. It is being introduced to U.K. consumers by the Green Machine distribution network, which provides orange juice for schools, health food chain Holland & Barrett, health centers and sports clubs. Talks are also underway with major supermarket and health and beauty chains, according to the manufacturer.NW
