Wellness Foods - October 2007 - (Page 8)

Consumers burning the candle at both ends are countering tiredness and immune stress with energy- and immune-health-oriented products. By Kantha Shelke, Ph.D. T he market for energy and immunity ingredients is surging. Compounds such as B vitamins, taurine, creatine, peptides, minerals, botanicals (guarana, ginseng, ginkgo biloba etc.), nutritive sweeteners , d-ribose, and compounds in chocolate, coffee and tea (phenylethylamine, theophylline and theobromine) are being marketed for health bene ts less disease and more prevention oriented. Innovations continually emerge to mask undesirable colors, tastes or reactions, and to improve bioavailability, stability and solubility of these ingredients. Kraft Foods (www.kraft.com), North eld, Ill., formulated its Fruit2O Energy beverages with energy-generating B vitamins and caffeine (as much as in a cup of coffee), with zero calories and 0g of carbohydrate per serving. Crisp fruit avors help mask the taste of B vitamins in the beverage. “The Fruit20 product line function and avor were designed for an audience that does not want additional calories in their beverages,” says Vinay Sharma, senior brand manager. “We chose Splenda because sucralose does not affect blood glucose levels.” Fruit2O is also geared for people with diabetes and managing sugar. Del Monte Foods (www.drinkbloomenergy.com), San Francisco, formulated Bloom Energy for women. The lightly carbonated juice beverage is charged with white tea extract and guarana, and yields 74mg of caffeine per serving. White tea may help prevent cancer, decrease LDL cholesterol and protect skin from oxidative stress and immune-cell damage. 8 | October 2007 www.wellnessfoodsonline.com Food Processing’s Wellness Foods™ http://www.kraft.com http://www.drinkbloomenergy.com http://www.wellnessfoodsonline.com

Table of Contents Feed for the Digital Edition of Wellness Foods - October 2007

Wellness Foods - October 2007 Diluting the Messages Healthbites New Ingredient Profiles Power Up! Ingredients for Energy and Immunity Beverages for Beauty Potassium Rocks Get Smart with Omegas On the Shelf Marketing to Facts vs. Myths

Wellness Foods - October 2007

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