Wellness Foods - April 2008 - (Page 15)

glucosamine hydrochloride, gotu-kola, hydroxycitric acid, inositol, lipoic acid, lutein, minerals Beverage Trends Subtle hints of organic lemon or orange provide flavor without sweeteners. Modest amounts of fructose, malic acid, ascorbic acid and fruit aromatics in Dailyvitamin artfully override the bitter taste of the B vitamins and magnesium at just 25 calories per 20-oz. bottle. Twist water, from Talking Rain (www.talkingrain.com), Seattle, features a “twist” of pure fruit juice and fruit essences in artesian water. With no sweeteners, preservatives or artificial ingredients, the eight flavors of Twist are formulated to provide just a hint of their fruit flavors. Botanicals are just as strong on this side of the border. Philadelphia-based Ayala Inc.’s (www.herbalwater.com) Herbal Water infuses herb-derived flavors and beneficial compounds without calories, artificial additives or preservatives. The products target refreshment and benefits to an educated consumer group. Not blatantly spelling out specific health benefits allows for the premium appeal of flavor combos such as clove-cinnamon-cardamom, cinnamon-orange peel, lavender-mint-lemongrass-thyme, lemongrassmint-vanilla, ginger-lemon peel and jasmine-vanilla. Enhanced waters are far from simple concoctions. The category demands superb knowledge of ingredients and technologies to ensure color and flavor retention for maximum enjoyment. Ram Chaudhari, chief science officer at Fortitech Inc. (www.fortitech.com), Schenectady, N.Y., stresses the increasing sophistication Note to Marketing The evolution of enhanced waters represents both opportunities and risks for those in the beverage industry. For instance, invigoration, hydration and emerging calorie-free sweeteners are a competitive risk to traditional energy drinks and water. Among the opportunities are a shift towards premium, “green” and organic products. There also are targeting strategies involving consumer life-stage, needs and attitudes along with time of day and location. Clear communication of the value to the various need states is key to succeeding in this market. of consumers. Glaceau incorporates self-affirmed GRAS ingredients to distilled, deionized and/or reverse osmosis water to create vitaminwater Revive (vitamin B and potassium), Focus (vitamin A and lutein), and B-Relaxed – (vitamin B and theanine). Smartwater uses its electrolyte formulation as a marketing tool without detailing any functionality. Natural flavors and lower amounts of crystalline fructose position Fruitwater as an all-natural, low-calorie water. O Beverages (www.obeverages.com), Cambridge, Mass., flavors purified water with fruit essence in its O Water; and adds cane sugar to O Infused Water to counter consumer complaints of beverages being too sweet and artificial-tasting. Healthy Hydration LLC (www.drinkwaterplus.com), Englewood Cliffs, N.J., built on this concept by infusing USDAcertified organic nutraceuticals in vapor-distilled water to produce WaterPlus Organic flavored water beverages with 50 calories per 8-oz. serving. Negative consumer perception of corn syrup, erroneous or not (see “The Devil and High-Fructose Syrup,” www.foodprocessing.com/ articles/2006/145.html), has driven a reformulation trend that favors crystalline fructose or good old sugar, badged as “evaporated cane juice” or, for the more straightforward marketers, “pure cane sugar.” Aquafina Alive Energy and Immunity were formulated with new sweeteners and ingredients for debut this year. SoBe Life Water with crystalline fructose and herbs uses sodium salts to help round the flavor while qualifying for a “very low in sodium” claim. Women, conscious of bone health, helped Propel Calcium grow at an annual rate of more than 80 percent. Propel’s Invigorating Water is low calorie with 20mg of caffeine and B vitamins. Twinlab Corp./IdeaSphere Inc. (www.twinlab.com), Grand Rapids, Mich., a manufacturer of vitamins, minerals and nutraceuticals, offers its TwinCal waters. They contain 60mg of calcium in each bottle. “Mineral solubility techniques are driving the incorporation of potassium, magnesium, phosphorus and calcium in water,” says Amr Shaheed, head of technical service/beverages at Innophos Inc. (www. Icelandic Glacial water combines arctic purity with a “certified carbonneutral” marketing message. Food Processing’s Wellness Foods™ www.wellnessfoodsonline.com April 2008 | 15 http://www.talkingrain.com http://www.talkingrain.com http://www.obeverages.com http://www.herbalwater.com http://www.herbalwater.com http://www.drinkwaterplus.com http://www.foodprocessing.com/articles/2006/145.html http://www.foodprocessing.com/articles/2006/145.html http://www.fortitech.com http://www.twinlab.com http://www.innophos.com http://www.wellnessfoodsonline.com

Table of Contents Feed for the Digital Edition of Wellness Foods - April 2008

Wellness Foods - April 2008 Healthbites New Ingredient Profiles Feed Your Head Enhanced Water: Hydration and Health Your Choices for Top Ingredient Suppliers A Chocolate Treat

Wellness Foods - April 2008

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