The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

ACTIVATE, a new functional beverage being rolled out in Los Angeles, keeps the secret of success under its hat.

Each bottle of ACTIVATE is topped by a patented cap containing a precise dose of vitamins and other vital ingredients.

When the cap is twisted clockwise, a small plastic blade cuts a seal and an armature opens the internal chamber, allowing the contents to drop into the water below.

The ingenious delivery system ensures that ACTIVATE’s functional ingredients are always fresh.

According to the drink’s makers, research shows that vitamins and other ingredients may lose some of their beneficial power when immersed in water over time.

One obvious solution to this problem is for consumers to take the vitamins in tablet form, or as powders to be added individually to water.

But the co-Founders of ACTIVATE believe neither of these methods is satisfactory in the age of on-the-go consumption.

“Swallowing horse pills was uncomfortable and hard to remember,” said Anders Eisner. “Dumping supplement powders into water bottles was just messy and awkward. The ACTIVATE cap provides a new form of ingredient delivery, and an easy way to keep healthy.”

No preservatives However, the drink’s appeal is not based solely on its innovative closure.

“We knew people would not give us a second thought if ACTIVATE wasn’t healthy,” said Eisner’s partner, Burke Eiteljorg.

“So there are no preservatives or sugar in the drinks, and they’re low-cal – only 5 calories for an entire bottle.

“We also knew no one would give us a second try if they didn’t love the flavour the first time they tried it.

“The flavours are light, crisp and perfectly sweet. There’s no tart vitamin taste or heavy, syrupy flavour.”

There are currently four ACTIVATE variants, each with a different functional benefit and flavour: Vitamin/Fruit punch, Immunity/Orange, Antioxidant/Berry, andEnergy/Lemon lime.

The drinks were launched in Los Angeles earlier this year through Haralambos Beverage Co, the biggest distributor in Southern California, and will be in some 500 outlets by the end of this summer

ACTIVATE sells for a recommended retail price of $2.29 per bottle, and is also available online from the brand website.