Prepared Foods- July 2008

ingredient challenges Drinking It Up The diverse beverage category is finding new ways to attract consumers, with altered flavors being the direction of choice, though other approaches are likewise proving successful. With consumers becoming increasingly wary of what is in their foods and beverages, unnamed (or complicated) chemicals in certain drinks are being sacrificed. William A. Roberts, Jr., Business Editor N atural and nutritional beverages are among the leading trends in the marketplace. As such, natural sourcing of ingredients has become a notable trend, as evidenced by recent introductions from Red Bull (Simply Cola) and Pepsi (Raw in the U.K.). The former carries a powerful brand into a segment dominated by two companies: Coca-Cola and PepsiCo. Red Bull, however, is quick to note the differences found in its Simply Cola; it is positioned as “a more natural cola, made from 100% natural juices, with no phosphoric acid, preservatives, artificial coloring or flavoring,” an approach similar to the route taken by Pepsi's Raw launch. For Simply Cola, Red Bull developers turned to ingredients atypical for the modern category: original kola nut and cocoa leaf, some of the original ingredients of cola soft drinks; they lend the product a bit of a retro positioning. The flavors are derived from plant extracts, with the caffeine coming from coffee beans—all with the ability for Red Bull to proclaim them as “natural.” Of course, “natural” can be widely interpreted. The USDA's Economic Research Service has found that the beverage industry is increasingly turning to “all-natural sugar.” Sugar deliveries are up 36.8% over the same period in 2007. As Andy Briscoe, president and CEO of the Sugar Association, notes, “We are seeing a strong trend within the beverage industry. Consumers prefer the taste of beverages and foods sweetened with all-natural sugar, and the industry is responding.” Among the companies introducing sugar-sweetened beverages in the past year are Jones Soda, Hansen’s Natural nationwide last year, and the Soda, Crayons all-natural sports drink and Thomas beverage’s calorie-burning claim Kemper Soda Co. immediately drew attention, Frequently, consumers both positive and negative. demand more nutrition than merely “natural” can provide; thus, manufacturers have moved toward products enhanced in one way or another. Energy drinks, for instance, have been a rapidly growing beverage segment for years, and Ocean Spray has taken a natural approach to energy with Cranergy. One of the first lines of juice drinks that are naturally energizing, the range (available in Raspberry Cranberry Lift and Cranberry Lift varieties) incorporates such natural energizers as five B-vitamins, vitamin C and green tea extract. Ocean Spray notes the product has been clinically proven to improve alertness and reduce fatigue. The energy drinks segment primarily targets young, active consumers, so the wider-appealing Ocean Spray brand may help lure the interest of older consumers and those with families. Coca-Cola launched Enviga Return to Formulation However, formulating these natural beverages comes with a unique set of challenges and opportunities. “Health options clearly continue to drive growth in the beverage market in many regions,” explains Marie-Jane Fallourd, beverage team knowledge manager with an ingredient supplier. “Consumer www.PreparedFoods.com ● July 2008 63 http://www.PreparedFoods.com

Table of Contents Feed for the Digital Edition of Prepared Foods- July 2008

Prepared Foods- July 2008 Table of Contents Hitting the Shelves Category Analysis: Cereal Bars MarketWatch Modern Mediterranean Cuisine On the National Menu Stabilizers in Foods Beverages: Drinking It Up Protein and Aging R&D Applications: Chia Seed Nutraceutical R&D Applications: Navigating Flavor Trends R&D Applications: Ancient Whole Grains Abstracts

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