Report
Antioxidant power
Figures from Mintel’s Global New Products Database (GNPD) indicate that more and more products are emphasising a product’s antioxidant content on the label, with 135 launches in Europe of products labelled ‘antioxidants’ in 2008, compared to 111 in 2007, and only 37 in 2006.
Antioxidants occur naturally in fruits and vegetables and are known to prevent oxidative damage and help prevent disease. It’s a term being used effectively as a marketing tool, as it’s one that consumers feel they understand.
From phytochemicals to vitamins C and E and beta carotene, research that shows how they actually help with anti-ageing, brain function and weight control has made them appealing to drinks manufacturers looking to add value.
Similar use of the term ‘antioxidant’ was observed in the US, with 106 launches using it in 2006, 131 in 2007 and 262 in 2008.
Studies have found that consumers considered vitamin C to be the single most important vitamin for health among all age groups, while the reputation of vitamin E holds most significance for older consumers.
Borojo, Chaga, Embodi, Ooba – it sounds like a tribal chant, but these are, in fact, the names of four drinks that have captured consumer interest through their healthy antioxidant reputation.
“Embodi has all the benefits of red wine without the alcohol,” said Liz Myslik. It’s a non-alcoholic fruit drink using the seeds, the stems and the skins of the red wine grape and has the antioxidant equivalent of two glasses of wine.
Borojo is the latest superfruit drink from the rainforest. Rich in amino acids, vitamins and minerals, it’s said to be an aphrodisiac and fertility drink in the jungles of Panama.
Ooba is following the botanical trail, as it’s made from hibiscus flowers, offering a sparkling antioxidant boost.
Miami-based Raw Foods International has recently launched Raw with the slogan, ‘The future is simply RAWsome’. The 100% juice range comes in carrot lemonade, cucumber pineapple, beetroot magic, tropical medley and cranberry ginger variants.
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Beverage Innovation is a monthly periodical examining the new product launches, ingredients, manufacturing and consumption trends in every sector of the non-alcoholic drinks industry.
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