There’s been a noticeable rise of immune defence drinks in recent months, as highlighted by the vitamin-rich and enhanced juice drinks in Beverage Innovation magazine’s recent article on ‘The antioxidant phenomenon’ and with the spread of swine flu. I hear that the ingredient star anise is now sold out, and unavailable on a global basis.
There are other ‘health drinks’ to consider, of course. Entries in the 2009 Beverage Innovation Awards have just closed (340 in all, from 40 countries – and among them, quite a few with a mission to aid health), and of them, One Healthy Habit, BeneVia and Together Health, Mona Vie and Maca Loca were all featured in the July-August double issue of Beverage Innovation.
A quick web search shows Alacer’s Emergen C Immune Defence drink in Ruby lemon honey containing 1,000mg of vitamin C and zinc – available in the US and UK. Of course, the body expends excess vitamins daily, so this is no long-term fix, but the move towards general health drinks is noticeable and consumers appreciate the ‘added value’ offered by many health drinks offering immune support and anti-ageing ingredients.
Natural health benefits are most trusted, such as the natural plant extract drink Intra, yet probiotic and omega-3 enrichments – particularly when adopted by the biggest brand names – are also gaining an increasing following. Almost every week, there seems to be another study proving the beneficial effects of all sorts of everyday drinks, from tea and coffee to wine and superfuits.
Of course, today’s consumer is informed and sceptical, and few will be impressed by ‘cure all’ tonics. However, with an increase in scientific trials and more stringent controls on labelling via EFSA, consumers can be more confident that claims have been substantiated.
You can be the first to view all the entries on the big screen at the 2009 Beverage Innovation Awards gala dinner on 15 September in the grand ballroom at Drinktec. Ticket hotline is +44 (0)1225 327850.
© FoodBev Media Ltd 2019