A Healthier Function

 

 

            Once upon a time, the idea of a functional beverage was milk. Cows and goats, among others, had been giving up the nutrition for eons before anyone thought of adding something to it. Then came Ovaltine, that chocolaty, Swiss designed powder whose only function was to get kids to drink more milk. While later versions had some vitamins added, the nutritional value was mainly derived from the milk. Today, the consumer is faced with a galaxy of beverages designed to increase energy, provide nutritional supplements and generally be more healthful to drink than the caffeine and sugar-laden sodas available in the U.S. market. Yes, today’s selections of functional beverages can do much more than simply add calcium.

 

Form

 

            Functional Beverages fall into the category of “functional foods”. While there is no formal definition of “functional foods,” the Institute of Food Technologists in a March 24, 2005 report defined the term to encompass “foods and food components that provide a health benefit beyond basic nutrition (for the intended population).”[1]    

 I remember when Gatorade, arguably the nation’s first designed functional beverage, was produced and sold under the Stokely-Van Camp brand. The non- carbonated drink was intended to assist the University of Florida (Gators) in rehydration and to replenish the carbohydrates (in the form of sugars sucrose and glucose) and electrolytes (sodium and potassium salts) depleted during their training and games. Still a popular beverage within many sports, Gatorade has morphed into a snack drink and is available in a rainbow of flavors to satisfy a larger market.

Wellness and functional beverage sales grew from $41 billion in 1999 to $55 billion in 2005, according to Beverage Marketing. This number is expected to keep climbing while demand for sugary sodas continues to decline.[2] That doesn’t mean the soda market will disappear, it’ll just take on a a new identity. When Red Bull was introduced to the U.S. in 1997 no one could predict its massive growth. The venerable Jagerbomb ingredient owns nearly half of the energy beverage market. Nowadays, soft drink companies, not to be outdone, have added functional beverages to their lineup. Monster, Full Throttle and Jeff Gordon just to name three. Additionally, these same companies are adding nutritive elements and nutraceuticals to their standard lineup as evidenced in drinks like Diet Pepsi Max (panax gensing extract), and Diet Coke Plus (various vitamins and minerals).

Ready to Drink (RTD) teas and their benefits (especially the green and white teas) are hugely popular and growing yearly. Smoothies, soy beverages, vitamin waters and enhanced fruit drink are flooding a more health-conscious market.

 

Function

 

Sean Larkin, Director of Sales for Beverage Innovations, Inc. whose product line includes Vengaâ Functional Infusions says “Ingredients are the key to ‘truly functional’ beverage products.  In a category quickly becoming inundated with new entries weekly the consumer may have a hard time recognizing what is truly beneficial. People are indeed becoming more savvy to ingredients that they know have a high degree of benefit such as Pomegranate, Acai, Sea Buckthorn, Green, White, Rooibos and Yerba Matte’ tea blends as well as vitamin fortification. What the consumer may be missing however is which combination of these ingredients work best together when blended in relation to “functionality”. For instance, even though I think it is good for me, what is the absorption rate? What is the vitamin retention rate? How long after it is consumed is it effective? Is there any side effect? All are good questions and should be considered”.

 

           Of course, what if you are looking for a healthier option to add to the drinks you already serve? Consumers are looking for antioxidants, multi-vitamins, fat-burners and energy. If you have a blender (if not see my report on blenders in this issue) you can make smoothies and shakes with all the nutritional desires your customers can come up with.

  Smoothie Essentials is a product line that delivers the extra nutritional value to any blended beverage. David Gross of Juice Bar Solutions told me that sales of functional smoothies and yogurt drinks rose 287% during 2002-2007 and sales of functional smoothies and yogurt drinks are forecast to rise 72% during 2007-2012. That’s a lot of smoothies! He also asks the question to his clients, “Why force your customers out of your store and into a smoothie bar down the street when you can give them all the health-conscious elements they want in your products?” With add-ins such as “Flu Fighter”, “Libido”, “Green” and “Multivitamin” Blends available  the average coffee shop owner/operator can add a formidable group of components to his smoothie/shake menu.

             Sea2o Organic Energy drink is a member of the groundbreaking functional beverage club. Made from rare seaweed found only off the coasts of Korea and Japan, the drink is said to have a very high antioxidant content and boosts energy without caffeine or stimulants. Peter Guyer, Executive Vice President of BioSea,  the maker of Sea2o, told me the product is certified organic and is sweetened with agave and contains agave inulin fiber for the natural energy boost. The drink also contains L-Carnitine that promotes fat burning and Vitamin B6.   

 

The beauty of a free market is contained within the driving forces of innovation and change. The reason the big manufacturers move in a direction is because of the desires of the public and the imagination of companies like these inventing new and dynamic products. Larkin added, “as the Functional Beverage category continues to grow the consumer will indeed become better educated and at some point will easily recognize that there are many products in the market that have great ingredient statements. However in combination with other ingredients found in the blend the end result could be negligible in terms of functionality.  Buyer beware is the lesson here. Make sure you educate yourself, ask questions and do your research. And never forget that the product can and should taste great even if its primary function is to benefit your health”.  

 

 

           

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[1] NAFFS newswire

[2] NAFFS newswire