Wellness Foods - April 2008 - (Page 16)

Beverage Trends pomegranate, potassium, theanine, vitamins, antioxidants, carnitine, casein, cranberry I’ll Have Mine ‘Without’ Purity is a particularly critical attribute for bottled water consumers. “Consumer’s tastes have become more discerning and they’re demanding not only higher quality products but from companies whose environmental or green policies align with their own,” says Kristjan Olafsson, general manager of Icelandic Water Holdings (www.icelandicglacial. com), Reykjavik, Iceland, makers of Icelandic Glacial water. Icelandic Glacial produces what it markets as one of the purest waters on the market and claims to be the only “Certified Carbon-Neutral” bottled water in the U.S. With less than 100 total dissolved solids, it is tapped from the legendary Ölfus spring – a naturally replenished catchment zone renowned for pristine pollution-free surroundings. Jeff Moats, a former pioneer of the chocolate analog cupuaçu, was introduced to an aquifer formed billions of years ago and made of solid rose quartz existing below the world’s largest remaining expanse of undisturbed tropical rainforest in Brazil. He soon created Equa Water Corp. (www.equawater.com), based in Naples, Fla., to deliver what he claims is one of the purest waters available in the world. Bio-Hydration Research Lab Inc. (www.pentawater.com), Carlsbad, Calif., opts for purity via technology, specifically a state-of-the-art 13-step, 11-hour patented purification process to create an ultrapure drinking water with less than 0.5 ppm of total dissolved solids. innophos.com), Cranbury, N.J. “A hypotonic solution with lower concentrations of electrolytes than the body cells crosses the concentration gradient to hydrate dehydrating cells at a faster rate than isotonics, which hydrate more slowly.” Hydration is a key seller in health and beauty. Waves of the future Beyond flavorings and vitamins is the uberfunctional water, featuring naturally based functional chemical compounds or proteins and their fractions. These waters are designed for a more aggressive functionality – usually endurance or weight loss. Soluble proteins and amino acids are purported to be good for endurance, weight management and muscle recovery. Ingredients such as PeptoPro casein hydrolysate, by DSM Food Specialties (www.dsm.com), Parsippany, N.J., allow for dissolution and rapid absorption of peptides in beverage solutions. Battle Creek, Mich.-based Kellogg Co.’s (www. kellogg.com) Special K2O Protein Water delivers 5g of protein per 16-oz. bottle, and at only 50 calories. Special K2O Protein Water Mix is designed to help consumers with water consumption and weight management, as well as to take the edge off hunger. Skinny Nutritional Corp. (www.skinnyco.com), Bala Cynwyd, Pa., added guarana to its flavored fitness water. Guarana is said to improve cognition and enhance fat-cell reduction. Weight management is an obvious target for enhanced waters. TrimWater from Lifestyle Beverage Co. (www.trimwater.com), Garden City, N.Y., claims to help balance weight loss and maintain energy. It includes 200mg hydroxycitric acid to suppress appetite, 22mcg chromium picolinate to help manage energy and 20mg of the anti-inflammatory glucosamine hydrochloride to help modulate blood glucose. Crystalline fructose and acesulfame-K add sweetness with fewer calories. Darmstadt, Germany-based Aquanova allows for fortification with vitamin E and alpha-lipoic acid – potent and versatile nutraceuticals with limited application until recently. Long established among consumers and health experts, these were hindered by solubility issues. Lipoic acid, a physiological antioxidant, is popular for its role in energy metabolism, its protective effect against diabetes and recently as an anti-aging nutrient. Water-soluble formulations of fat-soluble compounds are clinically proven to enhance bioavailability significantly over the conventional dispersions in oil; they also make it more palatable. Watering the Kids Children are a focus for many companies. Roberta Greenspan, founder of Maddie’s Beverage Co. (www.maddiesbeverages.com), Belmont, Calif., designed Wateroos in juice box-style packaging without calories, artificial sweeteners or flavors. Filtered water and natural flavors appeal to children and parents alike. Westborough, Mass.-based Kids Only LLC (www.kidsonlyllc.com) is keeping the label even cleaner by simply licensing cartoon characters Spiderman, Scooby-Doo and Bratz to encourage children to drink water. Flavored waters are growing popular among parents concerned about the sweetener source and levels in diluted juices and the potential of vitamin overdose with fortified waters. The Private Label Manufacturers Show featured a number of store brands and exclusive brands targeted at the stroller and soccer crowd. 16 | April 2008 www.wellnessfoodsonline.com Food Processing’s Wellness Foods™ http://www.kellogg.com http://www.skinnyco.com http://www.icelandicglacial.com http://www.icelandicglacial.com http://www.trimwater.com http://www.equawater.com http://www.pentawater.com http://www.innophos.com http://www.maddiesbeverages.com http://www.kidsonlyllc.com http://www.dsm.com http://www.kellogg.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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