A US-based start-up has launched a new range of flavoured turmeric-infused water drinks, as it seeks to appeal to health-conscious consumers and exploit the growing US market for functional turmeric-based products.
Claiming to be “the only health and fitness drink created to provide the healing benefits of turmeric”, Tu Me is available in citrus, berry and mango varieties. It combines turmeric with vitamins, antioxidants and electrolytes for a near-zero calorie “alternative to today’s sugary hype sports drinks”.
“Turmeric has been used for over three thousand years as a natural remedy for combating inflammation,” the California-based start-up said. It has already secured a listing with sports club chain LA Fitness to stock its AVT Healthy vending machines in southern California, and soon expects to be rolled out in the vending machines nationwide.
The range was showcased at Natural Products Expo West in Anaheim, California last month.
Tu Me co-founder Shaina Zaidi said: “LA Fitness and AVT are tops in their business. If they’re making a product available in a healthy vending machine, inside a health club, then that product had better also provide real health benefits to the consumer – and Tu Me does.
“Today’s consumers are smarter, more health conscious, and more aware of the importance of recovery after workout. They want to reach for a sports drink with real health benefits, and that’s Tu Me.”
© FoodBev Media Ltd 2024