Functional beverages final_eng


Published on

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Functional beverages final_eng

  1. 1. New Innovations In Functional Beverages
  2. 2. P A G E 2 Functional beverages play an important role in our everyday lives. They help keep us hy- drated, prevent and help address health conditions, aid in our athletic performance or sim- ply contribute to our overall nutritional well-being. The beverage industry has experienced rapid growth over the past decade, especially in North America, and it’s very apparent when looking at the store shelves of any grocery store. The choices for beverages have become so specific that they appear to be almost tailored for an individual, representing an exten- sion of one’s personality. Consumers have their choice of beverages that aid in boosting energy, shrinking waistlines, sharpening mental focus, preventing pain associated with bone and joint conditions, and the list goes on. In addition, there are beverages that are specific for each age demographic and gender, with a growing focus on products targeting kids, women and seniors. This diversification in beverages in conjunction with the increased channels in distribution continue to fuel consumer demand. The functional beverage market has steadily increased over the past decade, with a sharper rise in the last couple of years. According to Datamonitor, the global non-alcoholic bever- age market is valued at just under $500 billion worldwide, with Europe accounting for the largest portion at $189 billion. China has become the fastest growing country at an overall growth rate of 77% over the past decade. Market Value by Country for 2000-2014 Represented in US$ Millions Source: Datamonitor Fortified beverages are just a fraction of the total non-alcoholic beverage market, valued at an estimated $60 billion, according to Euromonitor. Over 80% of this market can be attrib- uted to sales from North America, Western Europe and Asia Pacific. P A G E 2 With Fortitech’s global network of facilities, we can fortify virtually any beverage with any nutrient, anywhere in the world N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  3. 3. P A G E 2 2009 Worldwide Fortified Beverage Sales by Region Represented in US$ Billions Source: Euromonitor Advancements in product development processes and technology coupled with beverage manufacturers embracing open innovation, is paving the path for processors to get func- tional beverages to store shelves faster. This presents a great opportunity for beverage manufacturers, as they can now react to shifts in consumer demands much quicker, such as the rise of immunity drinks which can be attributed partly to consumers desiring products that build up their defenses in response to the expediential spread of the H1N1 virus. In addition, due to rapid advancements in taste masking and microencapsulation, beverage manufacturers have a wider selection of nutrients to choose from. For example, amino ac- ids which typically carry a bitter taste can now be added to beverages to aid in sports re- covery, performance or beverages targeting energy as taste masking can now hide the bit- ter tastes. The same goes for omega 3 which typically carries “fishy” off-notes, can now be microencapsulated to hide the unpleasant taste, and still deliver the nutritional benefit of the nutrient. In virtually every region of the world, functional beverages are an important part of the life- style for each diverse culture. Asian countries tend to favor dairy based beverages, where U.S. and Europe favors more of a range of products spanning from enhanced waters to juices. Mexico and South America have seen rapid growth in sports drinks as well as en- ergy beverage consumption. And just as different applications seem to be more prevalent P A G E 3 Fortitech’s team of global technical experts can help you with any formulation challenge Region  2004 2005 2006 2007  2008  2009 World  $38,493 $43,438 $48,301 $54,508  $60,006  $59,936 Asia Pacific  $13,940 $14,323 $14,779 $15,454  $17,206  $18,148 Australasia  $595 $659 $731 $914  $1,014  $876 Eastern Europe  $639 $847 $1,084 $1,542  $2,040  $1,626 Latin America  $2,783 $3,278 $3,812 $4,481  $5,301  $5,312 Middle East and Africa  $675 $848 $974 $1,133  $1,281  $1,231 North America  $12,780 $15,950 $18,686 $21,346  $22,552  $23,204 Western Europe  $7,081 $7,534 $8,236 $9,638  $10,611  $9,539 N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  4. 4. P A G E 2 in different regions, so is the color and taste of each of the beverages. This paper will ad- dress the top nutrients utilized in beverages, color trends and taste preferences as well as provide specific nutrient formulations that target in-demand categories such as weight man- agement, nutricosmetics, and energy. Functional Beverage Applications The beverage experience in today’s marketplace is completely different than 10 or even five years ago. The manner in which beverages are consumed is just as interesting as what functional ingredients are in it. Today consumers have their choice of a traditional eight ounce or 12 ounce beverage, powder mix with added nutrients, a two ounce shot with a potent mixture of nutrients, and the list goes on. Some of the top functional beverage categories and unique delivery methods are outlined below. Shots Beverage shots, which typically are delivered in a small, portable, single-serve two or three ounce bottle, contain a potent mix of nutrients geared to perform a specific function. The shot originated as a delivery system for a fast-acting boost of energy with less sugar and calories than a 12 ounce energy drink product. Energy shots typically include functional ingredients geared to provide an initial boost of energy with a lasting effect, which are caf- feine, taurine, D-ribose, B vitamins, flavoring and a sweetener. The energy shot market has dramatically increased over the past couple of years. Innova Market Insights tracked 80 products marketed as an ‘energy shot’ from Oct 08-Oct 09, compared to 23 in the previ- ous 12 months. As consumer acceptance increased, new targeted shots entered the mar- ket, such as products geared toward promoting a healthy gut, boosting immunity, enhanc- ing mood, and shots that deliver a mix of nutrients that encourage relaxation. Shots have seen a shift in the sweetener used in the past 12 months, where most single-serve shots are now boasting no sugar and low calories. Shots provide a convenient way to deliver a nutritional benefit as an alternative to supplements or pills. In Japan, shots have become a staple for taking specific nutrients, as well as a vehicle for consumers to try out new func- tional ingredients. Shot products are typically positioned at the point-of-purchase for a quick grab-and-go product. Stick Packs Beverages are truly an on-the-go product that can be consumed at anytime of the day. Advancements in packaging and delivery systems, such as stick packs, have made bever- ages even more convenient. Stick packs are an excellent delivery method for a controlled portion of functional ingredients in powdered form. This method increases the shelf life of the functional ingredients, makes a beverage product ultra-portable, and offers the oppor- tunity to dispense into a beverage in virtually any setting. Stick packs are used to deliver many types of beverages such as coffee, RTD tea’s, enhanced waters, and energy drinks. They can be delivered into any type of beverage including water, juice, coffee and even milk. They also are used to target virtually any lifestyle, health condition and age demo- graphic, making their focus limited only by the creativity of the concept developer. Stick packs usually include a blend of nutrients, sweetener, color, flavor, masking agents, with added stabilizers that promote good mouth feel and enhance the flavor. Advancements in taste masking technology have allowed formulators to develop stick packs with a high po- tency of nutrients which can be delivered in numerous product applications with suitable doses. Overall, this delivery system has gained increased consumer acceptance over the years and is a portable, easy-to-use product that can be consumed in virtually any setting. P A G E 4 Whether you desire 8 ingredients or 80 (or more), Fortitech can develop a single premix to address your needs N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  5. 5. P A G E 2 Ready-To-Drink Teas Black, Green, Oolong, White, Yerba Mate, Rooibus… At a time when interest in health and wellness foods is continually increasing, the ‘natural’ platform offered by tea, accompanied by its already perceived health status due to its polyphenol content, is a major attraction for consumers. While tea is of interest to several market segments, it may be of particular in- terest to baby boomers who are interested in products that can aid in their quest to man- age a myriad of health conditions ranging from weight loss to cognitive function and heart health. And, regardless of its type, RTD teas are a convenient and desirable vehicle for for- tification that can add even more health benefits to this timeless drink. The fortified ready-to-drink tea market has grown worldwide from $1.4 billion to $2.6 billion from 2004 to 2009, according to Euromonitor. There was a steady growth in this category from 2004 to 2007, with a greater increase in sales from 2007 through 2009. Worldwide Fortified RTD Teas from 2004 to 2009 Represented in US$ Millions Source: Euromonitor Between 2002 and 2007, the RTD tea market grew 334%. With Datamonitor reporting 775 SKUs from 327 RTD tea products launched worldwide in the past year, the market for forti- fication within this product category is wide open and offers opportunities for manufacturers to develop and introduce products that one might term “Super Teas.” Currently being in- troduced into the marketplace are RTD teas that incorporate super fruit extracts such as pomegranate and mangosteen. The market remains wide open for RTD tea concept devel- opers to add functional ingredients that may greatly increase consumer appeal and drive sales. Sports Drink/Recovery Drink The main function of sports drinks is to keep athletes hydrated while restoring the electro- lytes, carbohydrates and other nutrients, which can be depleted from exercising. Sports drinks are developed using essential electrolytes like sodium, potassium, chloride, calcium, phosphate and magnesium, which are lost by sweating during exercise. Amino acids are used to slow fatigue and improve muscle function while B vitamins are used to boost me- tabolism and generate energy. Simple carbohydrates can be used for a quick energy burst and complex carbohydrates can be used for sustained energy. P A G E 5 Fortitech can develop a premix to address any health condition, lifestyle or age demographic N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  6. 6. P A G E 2 Worldwide Fortified Sports Drinks from 2004 to 2009 Represented in US$ Millions Source: Euromonitor Worldwide the fortified sports drink market topped nearly $18 billion in 2008, and then de- creased to just under $16 billion in 2009, according to Euromonitor. Dairy Based Milk has often been called “nature’s perfect food” and dairy based beverages such as drink- able yogurts, continue to be a staple of a healthy diet in many parts of the world. In the West, dairy products supply over 20% of the daily requirement for calcium and also supply a significant amount of vitamins A, D, B12 and riboflavin (vitamin B2) as well as minerals such as magnesium and potas- sium. These ingredients are used as basic building blocks of many products to deliver other nutritional products which are fortified with vitamins and min- erals. Whey proteins and hydrolyzed proteins are also used as an important foundation to build new products for different health condition-specific products. Dairy based beverages are an ideal delivery vehicle for fatty acids, as well as antioxidants, protein and other functional ingredients because refrigeration helps to keep these ingredients active. And, be- cause of their relatively short shelf life, most fragile ingredients won’t degrade prior to consumption. The challenge is, however, choosing the right functional nutrients and formulating a message that works. Dairy based yogurt bever- ages can be developed with photidylcholine, omega 3 and hydrolyzed collagen ingredients which can be part of a healthy diet. Juice Datamonitor reports that for the year 2009, over 4,000 SKUs from 1,437 juice products P A G E 6 Every functional ingredient that Fortitech utilizes must pass rigorous testing for potency, impurities and accuracy N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  7. 7. P A G E 2 were launched and aside from flavor blends, apple, orange and peach were the leading fla- vors of juices launched globally during 2009. Universal in its appeal, juices are perceived as healthy and as a good source of fortification. However, there is a great opportunity to add additional functional ingredients that can greatly enhance the appeal to consumers. Euromonitor reports that the areas for growth include products that target gut health, immune system support, weight management, beauty-from-within and heart health. And, among the nutrients sought after by consumers within this category include omega 3 fatty acids and CoQ10 for heart health, fiber and pro- biotics for both gut health and weight management, collagen for beauty-from-within and vitamin D and zinc for enhanced immunity. According to Euromonitor, the worldwide fortified fruit/vegetable juice market topped out at just over $10 billion in 2008. Worldwide Fortified Fruit/Vegetable Juice from 2004 to 2009 Represented in US$ Millions Source: Euromonitor One key point that manufacturers should take into consideration with this particular cate- gory is the current focus the media has placed on sugar content, which affects the juice category. Consumers are looking for products that specifically call out claims such as ‘low sugar’ or ‘unsweetened’ or ‘no sugar added’ and that claims such as these can greatly influ- ence consumer purchasing decisions. This is especially critical for juices targeting kids. Enhanced Waters Enhanced waters are any type of water that adds a functional benefit above and beyond hydration. This above and beyond water category is one of the more widely used applica- tions to target not only overall wellness, but a whole host of lifestyles and health conditions, from aiding in vision to nutricosmetics to enhancing immunity and defending against illness and disease. It has become widely accepted by all types of age demographics and regions of the world as a way to get hydrated and get a daily dose of nutrients. Based on the numbers reported by Euromonitor, the fortified water and elixir category has grown exponentially from 2005 to 2009. P A G E 7 Fortitech’s premixes are optimized to withstand product processing conditions, shelf life requirements and performance specifications N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  8. 8. P A G E 2 Worldwide Fortified Water and Elixirs from 2004 to 2009 Represented in US$ Millions Source: Euromonitor Energy Drinks Energy drinks outpaced the growth of conventional carbonated beverages, registering a CAGR of 12.8% during 2003–08, almost three times that of the carbonated drinks category, as reported by Datamonitor. Energy beverages originated in Japan in the 1960’s to help the salaried class work long hours and then made its way to America in 1997 and is now gaining traction in the United Kingdom, Brazil and India. And what was once contained to just the beverage category has now spread to other product delivery vehicles such as con- fectionery, bars, juices and cereal. However, the energy beverage category is argua- bly the most personalized of any other product applica- tion – featuring energy drinks for men, women and as an expression of virtually anything associated with delivering energy. Data- monitor reports that within the last five years, there have been over 3,390 SKU’s comprised of 1,640 new en- ergy product launches. In- formation Resources Inc., Chicago values the total U.S. energy drink market at just under $900 million (U.S. super- markets, drug stores and mass merchandise outlets excluding Walmart for the 52 weeks ending May 17, 2009). And very similar to other beverage applications, the energy drink category is appealing to the health conscious market by lowering the carbohydrate, calorie and sugar content. P A G E 8 There is an art and science to developing customized nutrient premixes and Fortitech delivers on both N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  9. 9. P A G E 2 Worldwide Fortified Energy Beverages from 2004 to 2009 Represented in US$ Millions Source: Euromonitor Based on the numbers reported by Euromonitor, the fortified energy beverage category has more than doubled over the past five years, topping out at $14 billion in 2009. Functional Ingredients The functional beverage category is a vibrant growing market and very personalized. Bev- erages still remain as the ultimate grab-and-go prod- uct, but now consumers can combine hydration with performance or even as a preventative measure for specific health conditions. Beverages are beginning to incorporate a more expansive line of functional ingredients such as nutraceuticals, zero-calorie sweeteners and flavors that not only taste good but are good for you. There is such a wide array of functional ingredients on the market today making beverage innovation much easier, limited more by the imagination than product development challenges. Custom nutrient premixes are one way to make a beverage product unique and pending the number of ingredients utilized, could be less likely imitated in the marketplace. Functional ingredients include nutrients (vitamins, minerals, amino acids, nutraceuticals, etc.), flavors, sweeteners, stabilizers, and colors which are all highlighted in this paper. Nutrients There are hundreds of nutrient market forms to choose from when developing a beverage concept. The illustration below highlights some of the major categories of functional nutri- ents most commonly used in beverages as well as some of the more trendy ingredients that are making their way into beverages, thanks in part to advancements in taste masking, mi- croencapsulation and nanotechnology. Each nutrient is geared to provide a specific func- tion in the body, but as nutrients are combined, they can enhance bioavailability of other nutrients and ingredient potency as it relates to addressing a specific health condition. Nu- trient selection can be a very daunting task, so it helps to specifically define the ultimate P A G E 9 Trust and confidence are key ingredients you’ll find in every Fortitech premix N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  10. 10. P A G E 2 benefit the beverage will provide the end consumer. Beverages are great vehicles for deliv- ering nutrients that aid in relaxation, energy, mental focus, immunity, weight management, beauty, and relief from bone and joint pain. The illustration below highlights some of the classic nutrients as well as some of the trendy functional ingredients making an appearance in beverages. Antioxidants The most common antioxidant cocktail is the combination of vitamins A, C, and E. They are arguably the most highly utilized nutrients in beverages aimed at targeting free radicals in the body and could equally be the most recognized by consumers. The main goal of anti- oxidants is to fight free radicals which are believed to be responsible and linked to many leading diseases in the world. Zinc is a key mineral that works as an antioxidant and an essential part of more than 200 enzymes involved in digestion, metabolism, reproduction and wound healing. Antioxidants may be utilized in beverages to help boost immunity, im- prove circulation and sharpen mental acuity. Nutraceuticals Nutraceuticals is a catch-all place for all nutrients that do not fall under one of the other categories such as vitamins, minerals, amino acids, etc. The term nutraceutical was coined in the 1990's by Dr. Stephen DeFelice. He defined nutraceutical as: 'A nutraceutical is any substance that is a food or a part of a food and provides medical or health benefits, includ- ing the prevention and treatment of disease.’ Fiber is an in-demand nutraceutical that continues to gain more consumer attention and demand. The United States Department of Agriculture stated that only one in five Ameri- cans are getting the recommended daily amount of fiber (25 g for women and 38 g for men). Fiber is essential for a healthy functioning digestive system. P A G E 1 0 Fortitech can source over 1,400 quality nutrients from around the world N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  11. 11. P A G E 2 It is a key ingredient to help blood sugar levels, control cholesterol, and regulate appetite which helps with weight management. Other in-demand nutraceuticals include omega 3 which is an excellent nutrient to control inflammation while promoting energy, immunity and mental acuity. CoQ10 helps fight heart disease as well as boosts immunity, combats fatigue and stimulates the metabolism which is critical for weight management. Caffeine and guana are excellent nutrients for providing energy while GABA is essential for inducing relaxation and sleep because it serves as a neurotransmitter that suppresses nerve cell activity in areas of the brain that are asso- ciated with anxiety. Collagen and lycopene may have a potential benefit to aid in the nu- tricosmetic category, essentially improving skin tone and fighting off the effects of aging. Botanicals Botanicals or botanical extracts include a variety of ingredients derived from a plant that can help aid in the management of many health conditions, and may be of particular inter- est to the Lifestyles of Health and Sustainability (LOHAS) market segment looking for prod- ucts that play on a ‘natural’ platform and are perceived as ‘green’ or ‘sustainable.’ Included among them are aloe vera for inflammation, green tea for increased mental focus, and proving to be in-demand at the moment with the wave of new relaxation beverages are ingredients such as passion flower, valerian and ashwaganda root. Additionally, resveratrol, which is found in grapes, and hence, red wine, is being touted for its antioxidant content and anti-aging qualities, as well as its potential use in products aimed at heart health. Vitamins Vitamins are vital for growth and development and are essential nutrients the body cannot produce on its own. There are two types of vitamins, water soluble and fat soluble. Fat soluble vitamins are transported around the body in fat, and your body stores any excess in the liver and fatty tissues. Water soluble vitamins can’t be stored in the body. They pass through the body and any excess will exit the body in urine. Beverages are the key for de- livering water soluble nutrients to the body on a daily basis. Other than vitamins A, C, E which were highlighted in the antioxidant section of this paper, vitamin D is a key nutrient that aids in immunity, reducing inflammation and promotes bone and joint health. The B vitamins assist in circulation, cardiovascular health and increase metabolism, thus providing energy. Vitamin K is a good nutrient to aid in preventing internal bleeding and is of particu- lar interest to women as it reduces excessive menstrual flow. Pre/Probiotics Over the last several years, consumers in the U.S. began to understand what many other consumers in various parts of the world had already embraced – digestive health or more specifically what digestive health is and how it impacts our overall health and wellness. Probiotics, or healthy bacteria (two of the most talked about are lactobacillus and bifidobac- terium), are crucial residents of our intestinal tract because this is where we absorb the nutrients from the foods we eat. Lately, we are seeing an increased awareness of the sup- porting role that prebiotics play in this process. Prebiotics are non-digestible food compo- nents that can reach the lower GI tract, and help to serve as substrates for the growth of probiotics. Common prebiotics include inulin, fructooligosaccharides (FOS) and lactulose. Combining probiotics with prebiotics is called synbiotics, which many researchers believe is the optimal method for the gut to receive maximum health benefits because prebiotics pro- vide the food that probiotics need to survive in the digestive system. Combining them to- gether can help crowd out pathogenic organisms, thereby possibly preventing their ability to cause diseases such as osteoporosis (because they help the digestive tract absorb more calcium and magnesium). In some individuals, they can help lower triglyceride and choles- terol levels, and they may also be helpful to combat food allergies because they can rein- P A G E 1 1 Fortitech is leading the way in product quality—enabling development of innovative products across all applications that consumers can trust and enjoy N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  12. 12. P A G E 2 force the barrier function of the intestinal wall, thereby possibly preventing the absorption of some antigens. Minerals Minerals are crucial for many body functions including transporting oxygen, normalizing the nervous system and stimulating growth, and maintenance and repair of tissues and bones. Calcium in particular is essential for the development and maintenance of healthy bones and teeth. Magnesium and potassium help in muscle recovery and function and are critical for proper heart function. Iron is necessary for red blood cell formation and function re- quired for the transportation of oxygen throughout the body. It also improves brain func- tion and is essential for women of childbearing age.  Super Fruit Extracts Super fruits are a relatively new category of ingredient, having just come into the main- stream consumer consciousness within the past few years. With exotic names such as goji, yumberry and acai, as well as the more familiar blueberry, cranberry and pomegranate, these fruits are generally understood to be nutrient dense and offer a high antioxidant value. The term, ‘super fruit’ resonates with consumers because of the media attention it has gotten, but there is scant scientific evidence of their true nutrient value in comparison to other functional ingredients that a formulator may wish to include in the development of a new beverage. That being said, they are being used in a variety of products ranging from those that address weight management and inflammation to those targeting detoxification and energy enhancement. Amino Acids There are two types of amino acids – essential and non-essential. Non-essential amino ac- ids are the nutrients that are produced by our body, more specifically by our liver and ac- count for roughly 80% of the amino acids in our body. The other 20% are the essential amino acids which are ingested through foods, beverages, pharmaceutical, or supplement products. Amino acids are particularly good at aiding protein in our bodies which is an es- sential element on a cellular level. In addition to proteins, aiding in our muscle develop- ment amino acids increase our recovery time from injury, aid in the growth and strengthen- ing of our bones as well as form the core of our immune system as parts of antibodies. Amino acids are of particular interest for beverage manufacturers developing a sports re- covery drink or beverage aimed at enhancing energy and sports performance. The most common are branch chain amino acids including L-Leucine, L-Isoleucine, and L-Valine. Masking the taste of amino acids is a challenging task however, with expertise from flavor experts one can overcome the lingering bitter after-taste. Proper formulations offer a re- freshing, thirst quenching delivery system for the necessary carbohydrates, whey proteins and electrolytes that an active protein needs. Flavors The combination of sweeteners and flavors create the taste of a beverage and taste is a key ingredient in the success of a beverage. The function and color of a beverage may attract a new customer, but if you want a repeat purchase or even a loyal consumer, than taste is the key. Over the past five years, we have seen a shift from traditional flavors such as or- ange, apple, and strawberry to a fast-growing segment that is more exotic. Super fruits have taken the main stage and for good reason. They are a premix unto their own, con- taining many nutrients that are high in antioxidants, they taste good and they appeal to consumers thirst for change. In addition to super fruits, berry fusion flavors have also made their way into new product launches over the past year or so. Flavors such as triple berry, blends of pomegranate and acai mixed with blueberry or raspberry. In a recent re- port from Business Insights, the top flavors for beverage launches worldwide in 2009 were P A G E 1 2 Fortitech offers all-in-one powdered solutions that include functional ingredients, sweeteners, flavors, stabilizers, colors and more N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  13. 13. P A G E 2 orange, lemon and apple (see graph below). Source: Business Insights However, the fastest growing flavors are those of an exotic flavor such as pomegranate, goji and dragon fruit. According to a recent report published by Business Insights, below are the overall fastest growing flavors from 2006 to 2009. Pomegranate Strawberry Mango Tropical Blueberry Acai Pear Grape Tangerine Chocolate Coffee Goji Ginseng Almond Mandarin Vanilla Blackberry Dragon fruit Blood orange Cinnamon 2009 Orange 5.9% 4.6% Lemon 7.6% 4.1% Apple 3.9% 3.7% Strawberry 2.6% 3.7% Chocolate 2.6% 3.0% Vanilla 2.6% 2.9% Grape 2.1% 2.6% Berry 3.1% 2.4% Pomegranate 0.4% 2.4% Peach 2.3% 2.3% Mango 1.2% 2.3% Citrus 2.4% 2.1% Lime 3.3% 1.9% Grapefruit 2.1% 1.7% Blueberry 0.7% 1.6% Flavor 2006 2009 Orange 5.9% 4.6% Lemon 7.6% 4.1% Apple 3.9% 3.7% Strawberry 2.6% 3.7% Chocolate 2.6% 3.0% Vanilla 2.6% 2.9% Grape 2.1% 2.6% Berry 3.1% 2.4% Pomegranate 0.4% 2.4% Peach 2.3% 2.3% Mango 1.2% 2.3% Citrus 2.4% 2.1% Lime 3.3% 1.9% Grapefruit 2.1% 1.7% Blueberry 0.7% 1.6% P A G E 1 3 Fortitech provides a market-ready powdered beverage, complete with functional ingredients that can target any health condition without altering the end products taste, texture or mouth feel N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  14. 14. P A G E 2 Sweeteners Consumers’ quest to seek alternative and healthier beverages not only includes what bever- age manufacturers are putting into a drink, such as vitamins, minerals, botanicals, etc., but what they are removing as well, such as sugar and calories. Low calorie sweeteners have been around since the 1980’s. Providing an alternative to sugar, they have the added benefits of reducing calories, delivering a low glycemic index and can aid in weight manage- ment. In late 2008, the U.S. Food and Drug Administration approved reb-A (a derivative of the stevia plant), and as a result, the market responded to consumer demand by develop- ing and launching beverages with this zero-calorie sweetener. Reb-A enables consumers to continue enjoying the sweetness of certain beverages that have become their go-to drink of choice, now that manufacturers have reformulated them to contain the low calorie sweet- ener. And, while all of this is good news, utilizing reb-A has its formulation issues. While it is PH and heat stable, it has a bitter after-taste which requires a masking agent. Other sweeteners which a manufacturer may want to consider for low or zero-calorie for- mulations include aspartame, sucralose, xylitol and agave. Each is unique in its characteris- tics with aspartame and sucralose being classified as high-intensity synthetic sweeteners (xylitol is also a high-intensity sweetener but derived from plants, giving it a natural plat- form) and agave, as well as stevia, as ‘natural’ sweeteners – and all of them offer a low glycemic index. Colors One of the first points of attraction a consumer will have with a beverage is its color. The color will trigger the consumer’s brain to envision the taste of the beverage and stimulate consumers to make a purchase. Although colors can vary from the flavor, it is argued that the color should closely match the original color of the flavor being used in the beverage. Beverage colors have been trending to more natural and are representative of the original color of in-demand super fruits, such as acai, pomegranate and blueberry as well as classic colors. There are also naturally colored nutrients such as lyco- pene and carotenes, which double as powerful antioxi- dants. The color selection process can be both involved and exciting. Selecting a pure color is never an absolute, as there are many variations or ways to describe a color including the intensity, purity, strength, tint, hue, warmth, and the descriptors go on. There are many challenges with optimizing color due to the complexity of the formu- lations and the interactions of all the functional ingredi- ents. Overall, a properly selected color which best repre- sents the beverage flavor, coupled with added functional- ity can mean all the difference between a beverage that attracts consumers and one that does not. Stabilizers Stabilizers are the ‘unsung hero’ ingredient for beverages as they prevent sedimentation, degradation and turbidity while enhancing the beverages’ flavor. The most common stabi- lizers on the market for beverage manufacturers are hydrocolloids, modified starches, pec- tin, carrageenan, casein and inulin. Without these ingredients a beverage may taste gritty and flat, and appear cloudy. These ingredients play a critical role in the beverage develop- ment process and should never be overlooked. P A G E 1 4 Fortitech provides everything you need from one single source for a faster and easier way to get your product to market and respond to consumer demand quicker N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  15. 15. P A G E 2 Custom Nutrient Premix Formulation Prototypes The following are prototypes of custom nutrient premixes for a variety of product applica- tions. These prototypes address the latest trends in functional beverages such as nutricos- metics, weight management, and energy enhancement as well as some of the classics, such as an antioxidant drink geared toward overall wellness with immunity-boosting benefits. Antioxidant Cocktail for Healthy Aging Per Serving/Dosage Vitamin E 20% Vitamin C 25% Beta-Carotene 0.25 mg EGCG 20 mg Resveratrol 20 mg Coenzyme Q10 4 mg Lycopene 1 mg Lutein 1 mg Zeaxanthin 0.5 mg Niacin 10% Calpan 10% Vitamin B6 10% Biotin 10% Vitamin B12 10% Omega 3 40 mg Nutrient Per Serving/Dosage Vitamin E 20% Vitamin C 25% Beta-Carotene 0.25 mg EGCG 20 mg Resveratrol 20 mg Coenzyme Q10 4 mg Lycopene 1 mg Lutein 1 mg Zeaxanthin 0.5 mg Niacin 10% Calpan 10% Vitamin B6 10% Biotin 10% Vitamin B12 10% Omega 3 40 mg P A G E 1 5 Fortitech has more than two decades of experience in product development, superior quality standards, unmatched technical expertise and manufacturing excellence N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  16. 16. P A G E 2 Energy Stick Pack Immunity Shots Pending the overall finished product composition, flavor, sweeteners and taste masking agents can be applied. There is much flexibility in flavoring and masking agents which is strictly based on sensory evaluation taste tests of the finished product. Quality Standards/Formulation Challenges One of the keys to a beverage manufacturer’s success is its dedication to quality. Deliver- ing on the safety and the label promise is critical. And given the heightened awareness and public concern over contamination and sub-par product performance issues it is critical for beverage manufacturers to align themselves with suppliers that can provide quality ingredi- ents coupled with superior manufacturing standards. If not, a product may sell at first, but Per Serving/Dosage Coenzyme Q10 5 mg L-Carnitine 15 mg D-Ribose 50 mg Magnesium 40 mg Taurine 100 mg Caffeine 40 mg Niacinamide 2 mg Pantothenic Acid 2 mg Vitamin B6 1 mg Vitamin B12 2 mg Vitamin C 12 mg Per Serving/Dosage Vitamin A 25% Vitamin C 30% Vitamin E 30% Zinc 30% Echinacea 5 mg Beta-Carotene 0.5 mg Inulin 150 mg Larch Arctinoga- lactan Clintas 50 mg Beta Glucan 50 mg Selenium 15 mg Nutrient Per Serving/Dosage Vitamin A 25% Vitamin C 30% Vitamin E 30% Zinc 30% Echinacea 5 mg Beta-Carotene 0.5 mg Inulin 150 mg Larch Arctinoga- lactan Clintas 50 mg Beta Glucan 50 mg Selenium 15 mg Nutrient Per Serving/Dosage Coenzyme Q10 5 mg L-Carnitine 15 mg D-Ribose 50 mg Magnesium 40 mg Taurine 100 mg Caffeine 40 mg Niacinamide 2 mg Pantothenic Acid 2 mg Vitamin B6 1 mg Vitamin B12 2 mg Vitamin C 12 mg P A G E 1 6 Fortitech is a single source for all ingredients in one complete powdered solution. Convenient. Easy. And ready for market N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  17. 17. P A G E 2 eventually quality issues will catch-up and potentially destroy a product or even an entire brand. It is imperative that a beverage manufacturer work with a qualified supplier that has diligently crafted processes and program standards for the development and manufac- turing of nutrient premixes. Some of the qualifications to keep in mind when evaluating a supplier are: • Comprehensive Certificate of Analysis with every batch of premixes that tests all ac- tive ingredients including microbiology • Adherence to strict dietary codes, including but not limited to Kosher and Halal • Thorough allergen and environmental monitoring programs • Compliance with cGMP, GMA-safe, GMO-free • HACCP Program • FDA Bioterrorism • Complete traceability transparency It is also noteworthy to ensure the vendor you utilize has stringent qualifications for its ven- dors, complete with a traceability program. Sanitation is also a key indicator of the overall quality of a facility and should not be overlooked. Blending techniques and processes are also one element not to be underestimated. On the surface, a blend of functional, dry powdered ingredients may seem like a simple process, but if done incorrectly could result in sedimentation, poor taste, cloudiness, and lack of uni- formity of ingredients. It is also critical to test samples from the blend to ensure a stable, homogeneous, quality blend. Blending can be a daunting task, but working with an experi- enced, well-qualified supplier can help minimize the challenges and mitigate risk. Future Outlook Innovation is the key for beverage manufacturers looking to step ahead of the competition and truly differentiate their products on store shelves. Open innovation has helped play a significant role in companies looking to boost sales and develop a unique product that reso- nates with consumers. Although open innovation appears to be an easy task to achieve, it is unlike outsourcing and more closely tied to a long-term connection that provides a mutu- ally beneficial relationship with everyone involved. Utilizing a supplier early on in the prod- uct development process helps foster productive brainstorming sessions that helps alleviate lost time, labor and production costs and opens the door to new, innovative and cutting- edge products that could give way to the next top-selling product. P A G E 1 7 To learn more about Fortitech’s strict quality standards, please visit quality N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S
  18. 18. P A G E 2 The beverage category is not as clear cut as it was 10 or even five years ago. With the blurring of product categories such as energy drinks into shots, juices and even enhanced waters as well as the onset of stevia, beverage manufacturers have many more functional ingredients at their disposal. In addition, no longer reliant on specialty outlets, functional drinks are now widely available as impulse items in gas stations and convenience stores, as well as in larger pack sizes and multi-packs in traditional grocery stores. As consumers continue to demand healthy alternatives, beverage manufacturers will need to develop new line extensions or products that not only target overall wellness, but those that target a specific health condition such as weight management, cognitive function or stress relief. It’s an exciting industry to be a part of and it is certainly showing no sign of slowing down. And with emerging markets that are ripe for functional beverages such as Brazil, India, China, and Russia coupled with the thousands of functional ingredients on the market to choose from, the only limitation for this industry is the creative imagination of the beverage concept developers. ©2011 Fortitech, Inc. All Rights Reserved. P A G E 1 8 To learn more about Fortitech’s capabilities please visit beverage N E W I N N O V A T I O N S I N F U N C T I O N A L B E V E R A G E S