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Nutraceutical beverage showcase: a look at the latest trends and new product innovations in the nutraceuticals beverage market.

One of the fastest growing nutraceutical markets, functional beverages continues to expand with many new products and line extensions debuting in the last year. According to SPINS, San Francisco, CA, the functional beverage category, which includes meal replacement beverages, lifestyle and wellness beverages, medicinal teas and isotonic beverages, grew in the mainstream channel 4% from $1.2 billion in June 2002 to $1.3 billion in June 2003. During that time, the most significant growth occurred in the lifestyle/wellness segment, which grew approximately 35% from $307 million to $413 million. While the lifestyle/wellness beverage segment saw the greatest dollar growth, meal replacement beverages continue to lead the way in terms of current dollar sales at $795 million.

In the natural channel, functional beverages grew approximately 12% from $115 million in June 2002 to $130 million in June 2003. In this channel, lifestyle/wellness beverages experienced the most dollar growth at approximately 16%, going from $49 million to $56 million. Lifestyle/wellness beverages were also tops in terms of dollar sales, which totaled about $56 million. What follows is an overview of the latest nutraceutical beverage offerings.

Tea Time

Green Dragon Tea and Peach Oo-la-long are the two latest introductions from Honest Tea, Bethesda, MD. The two new additions are certified organic and "a tad sweet," delivering more sweetness to the taste than other Honest Tea products, according to the company, but contain only 30 calories each. Peach Oo-la-long pairs peach puree with oolong tea leaves, while Green Dragon Tea pairs the flavor of green tea with passion fruit. In addition, Green Dragon Tea is rich in epigallocatechin gallate (EGCG), which is a powerful antioxidant found in green tea.

Traditional Medicinals, Sebastopol, CA, recently launched its Cold Season Sampler and Lemon Echinacea Throat Coat for the upcoming winter season. The Cold Season Sampler contains four tea varieties, including Echinacea Plus[R] for the immune system, which contains a proprietary blend of 1275 mg of dried echinacea herb and root per tea bag serving; Throat Coat[R] for the support of throat health, which contains a proprietary blend of licorice root and dry extract, wild cherry bark, fennel seed, cinnamon bark, orange peel, slippery elm bark and althea root; Gypsy Cold Care[R] for temporary relief of stuffy nose and sinus passages, which contains 5 mg of menthol per cup as it naturally occurs in peppermint leaf, rose hips, cinnamon bark, yarrow flower, ginger rhizome, safflower petal, elder flower, clove stem, hyssop herb and licorice root dry extract and Breath Easy[R], which was developed to promote a normal respiratory tract and includes 300 mg licorice root, 285 mg eucalyptus leaf, 255 mg bitter fennel seed, 120 mg Bi Yan Pian dry aqueous extract and a proprietary blend of peppermint leaf, calendula flower, pleurisy root and ginger rhizome.

Lemon Echinacea Throat Coat supports throat health by providing a protective coating on the lining of the throat, while at the same time helping to support the immune system. It contains licorice and marshmallow, which have a long history of use in traditional herbal medicine as demulcents by soothing and relieving the lining of the mouth and throat. In addition, echinacea root is used to soothe the throat and it provide immune system support. The tea's sweet, lemony taste comes from lemon myrtle leaf.

The Republic of Tea, Novato, CA, recently unveiled its Earth Tea Collection. Each blend in this line-up comes from a different bioregion on the planet, such as the mountains, outback, desert, coastal plains and rainforest. Alpine Flowers Full Leaf tea contains indigenous, naturally caffeine-free herbs, berries and blossoms from mountain regions. Australian Outback Full Leaf tea contains indigenous, naturally caffeine-free herbs from Australia and Asia. It includes anise hyssop and ginkgo and has a citrus and cinnamon taste. Mediterranean Full Leaf tea contains indigenous, naturally caffeine-free herbs from the shores of the Mediterranean. It includes olive leaves, spearmint, licorice and floral and citrus notes. Rainforest Full Leaf tea contains indigenous, naturally caffeine-free herbs and spices from rainforests around the world. It includes exotic spices and rooibos. Rounding out the line, Desert Sage Full Leaf tea contains indigenous, naturally caffeine-free herbs from desert regions, including white sage, rooibos and cool mint.

In other developments, the company also recently introduced Panda Berry Tea for children of all ages. Panda Berry Tea is a natural strawberry and cherry decaffeinated tea, which also contains a hint of honey.

Innovation has led to the introduction of six new teas and teasans at NUMI Tea, Oakland, CA. The company has also transitioned its teas to be certified organic and kosher. The four NUMI tea blends include Berry Black, which features North American forest berries, hibiscus, rosehips and Darjeeling; Rainforest Green, which is a green tea with yerba mate; Morning Rise, which is a breakfast blend of black teas and Moonlight Spice, which is an orange spice white tea. The two new teasans are Green African Bush, which is a green rooibos blended with honeybush and Ruby Chai, which is a spiced rooibos herbal teasan.

Oregon Chai, Portland, OR, continues to drive the chai category forward with the addition of three new flavors to its line of iced tea with chai spices. The new flavors include Raspberry, Peach and Rooibos. Oregon Chai Raspberry Iced Tea and Peach Iced Tea feature a blend of black tea and chai spices infused with all-natural berries and peaches and Rooibos Iced Tea blends red tea and chai spices. Each Oregon Chai Iced Tea concentrate product is more than 95% organic.

The Hain Celestial Group, Melville, NY, has added new teas to its product portfolio under the Celestial Seasoning[R] brand. New to its line of herb and white teas are Madagascar Vanilla Red Tea, Peach Apricot Honeybush Herb Tea, Perfectly Pear[TM] white Tea and True Blueberry[TM] Herb Tea. The company's new black tea varieties include Bali Black Raspberry, Canadian Vanilla Maple Decal Golden Honey Darjeeling, Devonshire English Breakfast, Tuscanny Orange Spice, Victorian Earl Grey and Victorian Earl Grey Decaf. Lastly, the company has added two new wellness teas to its line-up. Good Nite Cleanse[TM] Wellness Tea is a 100% natural herb tea, which contains senna, an herb known to provide gentle relief, peppermint, chamomile, ginger and fennel to help settle the stomach. Metabo Partner[TM] Wellness Tea is a green tea with Super CitriMax[TM] and kola nut to help boost energy as well as enhance the body's ability to burn calories.

Brassica Protection Products, Baltimore, MD, has added two new teas to its line of Brassica[R] Teas with SGS[TM] (sulforaphane glucosinolate). Brassica Organic Red Bush Tea and Red Bush Tea with Lemongrass both contain SGS extracted from broccoli, are certified organic and are caffeine-free. SGS is the natural antioxidant found in broccoli and other cruciferous vegetables.

Supplement maker Nutraceutical Corporation, Park City, UT, recently rolled out a new line of teas under its Miztique[TM] brand. The teas are available in 12 varieties, including Energy Brew[TM], which contains a proprietary blend of yerba mate leaf lemon myrtle herb (Backhousia citriodora), green tea leaf, licorice root, malted barley, stevia leaf, ginger root, chicory root (roasted) guarana seed, eleuthero root and schizandra fruit extract; Soothing Spell[TM], which contains a proprietary blend spearmint leaf, chamomile flower/herb, licorice root, lemongrass herb, natural flavors, stevia leaf, Chinese cinnamon bark, ginger root, passionflower flower, skullcap herb and peppermint leaf; Digestive Magic[TM], which contains a proprietary blend of spearmint leaf, peppermint leaf, roasted barley, ginger root, stevia leaf, Chinese cinnamon bark, dandelion root, papaya leaf, fennel fruit/seed, turmeric root, milk thistle fruit and artichoke leaf; Chai Spirit[TM], which contains a proprietary blend of green tea leaf, cardamom fruit, Chinese cinnamon bark, licorice root, chicory root (roasted), ginger root, cloves flower/bud, natural flavors, cinnamon oil, stevia leaf and black pepper fruit; Organic Wizard Green[TM], which contains a proprietary blend of organic green tea leaf, lemongrass herb and natural flavors; Decaf Wizard Green[TM], which contains a proprietary blend of decaffeinated green tea, lemongrass herb and natural flavors; Dragon Detox[TM], which contains a proprietary blend of hibiscus flower, fennel fruit/seed, chamomile flower/herb, lemon myrtle leaf (Backhousia citriodora), lemongrass herb, stevia leaf Echinacea purpurea herb, sarsparilla root, milk thistle fruit and red clover herb; Winter Potion[TM] Wellness Blend, which contains a proprietary blend of peppermint leaf, fennel fruit / seed, licorice root, ginger root, stevia leaf, lemongrass herb, chamomile flower/herb, yarrow herb, Chinese cinnamon bark, elderberry fruit (Sambucus nigra) and elderberry flower (Sambucus nigra); Secret Fortune[TM], which contains a proprietary blend of black tea leaf, Chinese cinnamon bark, ginger root, natural flavor, cardamom fruit, stevia leaf, rooibos leaf, citric acid, fennel fruit/seed, red clover herb, white tea leaf, green tea leaf and rosemary leaf; Red Rooibos Moon[TM], which contains a proprietary blend of rooibos tea leaf, hibiscus flower and natural flavors; Power Chill[TM], which is a black iced tea containing a proprietary blend of black tea leaf, licorice root, natural lemon flavor, citric acid, orange peel and lemon peel and Sun Spell Splash[TM], which is an herbal iced tea containing a proprietary blend of hibiscus flowers, licorice root, malted barley and natural flavors.

Stash Tea, Portland, OR, has come forth with two new innovations in the tea category. Stash Sushi Bar Mild Green, which was inspired by the green tea served at sushi bars, is a milder tasting green tea than the company's Premium Green tea. Stash Double Spice Chai is a spicier version of the company's Chai Spice and includes coriander and whole cardamom for added flavor.

In addition, the company also recently introduced a line of mostly herbal teas (one green tea in the line) called Chanakara. The concept for these teas was inspired by the seven chakras and each Chanakara blend is designed to balance, tune and energize one of the seven chakras. For the first chakra, the Muladhara, or root chakra, which is located at the base of the spine and is associated with the color red, earth, grounding and abundance, the company has introduced Red Berry Rooibos, A Tea for Health and Prosperity. It includes organic rooibos, rose hips, hibiscus, raspberry leaf, uva ursi, citric acid and natural strawberry flavor. For the second chakra, the Svadhisthana, or sweetness chakra, which is located just below the navel and is associated with the color orange, water, sexuality and creativity, the company has introduced Dragonfruit, A Tea for Passion and Creativity. It includes hibiscus flowers, orange peel, ginger, peppermint, chicory, damiana and natural dragonfruit flavor. For the third chakra, the Manipura, or the jeweled city chakra, which is located at the level of the solar plexus and is associated with the color yellow, fire and power, the company has introduced Vanilla Honeybush, A Tea for Gathering Strength and Power. It includes organic honeybush, orange peel, safflower, gotu kola and natural honey vanilla flavor. For the fourth chakra, the Anahata, or unstruck drum chakra, which is located at the level of the heart and is associated with the color green, air, love and compassion, the company has introduced Melon and Green Tea, A Tea for Love and Harmony. It includes sweet dew melon blended with green tea and yerba mate. For the fifth chakra, the Visuddha, or pure chakra, which is located at the level of the throat and is associated with the color blue, ether, communication and self-expression, the company has introduced Blue Ginger, A Tea for Expression and Resonance. It includes blue malva flowers, warm ginger and tropical feijoa fruit. For the sixth chakra, the Ajna, or command chakra, which is located at the forehead and is associated with the color indigo or violet, light and psychic perception, the company has introduced Guanabana, A Tea for Imagination and Insight. It includes vanilla-scented guanabana fruit, eyebright, lemongrass and orange. For the seventh chakra, the Sahasrara, or thousand-spoked chakra, which is located above the crown of the head and is associated with the color violet or white, energy, spirit and higher consciousness, the company has introduced White Lotus, A Tea for Meditation and Wisdom. It includes white lotus, chamomile, chrysanthemum and linden flowers.

Guayaki Sustainable Rainforest Products, Los Angeles, CA, extended its line of yerba mate beverages this past year with the inclusion of three new blends, including Mate Rooiboost!, Greener Green Tea and Mate Chocolatte. Mate Rooiboost blends yerba mate rooibos and honeybush; Greener Green Tea blends yerba mats with Asian green tea and lemongrass and Mate Chocolatte combines yerba mate cocoa powder, nutmeg, cinnamon, clove and stevia. Yerba mats contains 24 vitamins and minerals, 15 amino acids, potent antioxidants, caffeine and 196 active compounds, according to the company.

Kalahari Limited, Atlanta, GA, has unveiled its new packaging design as well as renamed its tea varieties to highlight South African-inspired flavor names for its line of Kalahari[R] Red Tea, which contains pure rooibos herb. The new names for the line of nine natural red tea flavors are Kalahari Reserve[TM] Original Rooibos, Camps Bay Chamomile[TM], Highlands Honey[TM], Limpo Lemon[TM], Earl of Africa[TM] Cape Point Peppermint[TM], Zambezi Red Chai[TM], African Spice[TM] and Honeybush Blush[TM].

All Juiced Up

The Ultimate Juice Company, Basking Ridge, NJ, has launched a new line of pomegranate juices with high levels of antioxidants under its Naked[R] Food Juice brand with the introductions of Pomalicious and Pomaberry Blue. Naked Pomalicious is a pure blend of a pound of pomegranates, while Naked Pomaberry Blue is a tangy melange of pomegranates and blueberries, which combines six pomegranates, 37 blueberries, 3/4 apple (or pear) and 1/4 pineapple. Blueberry B Monster[TM] is the latest fruit juice blend that has been added to the line up at Odwalla, Half Moon Bay, CA. Antioxidant-rich Blueberry B Monster combines blueberry puree, assorted fruit juices and mango and banana purees. The juice contains an array of B vitamins, including thiamin (vitamin B1), niacin, vitamin B6, vitamin B12, biotin and pantothenic acid.

In other news, the company also recently added four blends to its portfolio. These include Blueberry Smoothie, an antioxidant fruit juice blend with vitamins A and C and anthocyanins; Protein Tropicale, which includes soy protein and a mixture of tropical fruit juices and purees; Passionate "C', which provides 470% of the daily value for vitamin C and Organic Orange Juice made from 100% organically grown oranges.

The Hain Celestial Group has also been busy on the juice front with its Veggie Juice and Carrot Juice beverages, which are sold under the Hain Pure Foods[R] brand. Both beverages are fortified with 1000 micrograms of FloraGLO[R] lutein. In addition, the juices are also fortified with vitamin C and zeaxanthin.

In April, The Healthy Beverage Company, Newtown, PA, rolled out its new line of soft drinks made with green tea. Steap Green Tea Sodas are kosher and certified organic, carrying the USDA organic seal. Made with 100% natural ingredients such as organic sugar cane juice and fruit extracts, Steap Green Tea Sodas are available in Cola, Root Beer, Orange, Raspberry, Lemon Dew and Key Lime flavors. According to the company, the sodas have a hint of tea flavor and provide the same antioxidant health benefits as a cup of green tea.

Natucket NectarFizz[TM] is the latest offering from the juice guys at Nantucket Nectars, Nantucket, MA. Nantucket NectarFizz is a lightly carbonated juice drink with 90 calories or less per serving and contains 10% juice and 100% vitamin C. NectarFizz is sweetened only with real cane sugar, contains no artificial colors, flavors, preservatives or high fructose corn syrup. The beverage is available in Lemonade, Raspberry Lime, Pink Grapefruit, Blackberry, Orange Mango and Cranberry flavors.

Wild Berry is the latest flavor to be added to the family of low-fat drinkable yogurt smoothies at Stonyfield Farm, Londonderry, NH. Wild Berry has become the fifth flavor available in the line, joining Strawberry, Raspberry, Peach and Tropical Fruit flavors. Stonyfield Farm Smoothies are 100% natural and contain six live active cultures, 240 calories, 40% of the recommended daily allowance (RDA) of calcium, 10 grams of protein and 4 grams of dietary fiber.

Minute Maid, Houston, TX, has introduced calcium plus vitamin D-fortified juice, making it the first to make calcium and vitamin D-fortified juice available. Minute Maid products are fortified at 25% of the daily value (DV) of vitamin D per 8-ounce serving. The calcium and vitamin D-fortified juice will contain the same amount of calcium and vitamin D as a serving of vitamin D-fortified milk. The two primary functions of vitamin D are to aid in the body's absorption of calcium and the maintenance of a healthy bone skeleton, according to the company. Vitamin D will be added to all chilled calcium fortified Minute Maid orange juice, including Minute Maid Premium Blends[TM]. The taste and appearance of the fortified juices remains the same.

Nutravail Technologies, Chantilly, VA, has launched drink UP[TM], a new line of supplement drink mixes with 50 calories per serving. The new line includes drink UP Weight Management Drinks, which contain 75 mcg of chromium and 750 mg of hydroxycitric acid and are available in Raspberry Lemonade and Melon Cooler flavors; Women's Health Drinks, which contain 100% of the daily value (DV) for 10 nutrients and are available in Passion Fruit Tea and Berry Cranberry flavors; Multi Vitamin Drinks, which contain 100% of the DV for 10 nutrients and are available in Cranberry Cocktail and Grape Harvest flavors and Joint Health Drinks, which contain 1500 mg of glucosamine HCI and are available in Tropical Tangerine and Lemon Lime flavors.

Le Nature's, Latrobe, PA, has launched Vitamin Dazzler, a line of vitamin-enriched fruit beverages. Each Dazzler is calcium fortified and enhanced with vitamins C, D and E and antioxidants. Vitamin Dazzler is available in Wild Strawberry, Mandarin Orange, Mountain Raspberry, Country Blackberry and Fruit Punch flavors. Diet Vitamin Dazzlers are also available in Wild Strawberry, Mandarin Orange and Fruit Punch flavors.

Motion Potion Rx[TM] has been introduced by Bio Essentials, Reno, NV. Using a proprietary blend of ingredients to help repair joints, Motion Potion Rx includes 1500 mg of glucosamine sulfate, 200% of the RDI for vitamin C, 300% of the RDI for vitamins B12 and B5 and 1000 mg of taurine. Motion Potion Rx is available in Twisted Berry flavor

Kagome, Tokyo, Japan, recently made available its line of three new vegetable juices to the U.S. market. The juices provide a natural supply of phytonutrients, including antioxidants lycopene and beta-carotene. Kagome juices are made with a patented Reverse Osmosis process, which retains the purest, most natural flavors and colors of tomatoes, according to the company. Each 8-ounce serving of True Vegetable Garden contains approximately 23 mg of lycopene; Sweet Summer Tomato Juice contains approximately 25 mg of lycopene and Carrot Ginger Zinger contains approximately 22 mg of beta-carotene. All three varieties are made with 100% juice and do not contain any artificial additives, preservatives or added sugars. The juices are also low in sodium and calories and are naturally fat-free.

South Beach Beverage Company (SoBe), Norwalk, CT, has made several additions to its beverage portfolio. Most recently, the company launched its SoBe Synergy line, which has been designed specifically as a vending category entry. Packaged in 11.5-ounce cans, SoBe Synergy flavors include Kiwi Strawberry, Fruit Punch, Mango Orange, Lemonade and Grape. Each flavor contains 50% real juice and is fortified with vitamins, calcium and zinc.

In other news, the company has introduced SoBe Fuerte, the company's first beverage geared toward the Latino market, whose name translates to "strength." The new mango passion-fruit blend will carry the tagline, "SoBe Tu Mismo," which translates to "SoBe Yourself." SoBe Fuerte is fortified with Jamaica extract, yerba mate and guarana.

Lastly, SoBe has rolled out Long John Lizard's Grape Grog, which is the company's first grape offering. Flavored with real grape juice, Grape Grog is enhanced with grape seed extract, zinc and vitamin C.

Fuze Beverages, Englewood, NJ, has introduced FUZE Vitamin Infuzions, a new line of 13 fortified beverages. The line includes Agave Cactus-Replenish, Banana Colada-Refresh, Citrus Star-fruit Punch-Vitaboost, Cranberry Grapefruit-Essential, Cranberry-Rasp berry-Slenderize, Diet Peach-Vitamin Tea, Grape & Aronia Punch-Stamina, Green Tea with Ginseng-Vitamin Tea, Lemon Tea-Vitamin Tea, Orange Carrot-Focus, Peach Mango Refresh and Tropical Punch-Slenderize.

Short for Immuno Stimulation, IS is a new probiotic beverage that has been launched by Meadow Gold Dairies, Honolulu, HI. IS contains active cultures providing a variety of health benefits such as immune system support, alleviation of lactose intolerance and decreased cholesterol and blood pressure, according to the company. IS also contains 12% juice and 10% skim milk, 70% of the daily value (DV) of vitamins A and C, 50% of the DV of vitamin E, 8% of the DV of calcium and is available in Passion Orange flavor.

On Your Mark, Get Set...

Energy Brands, Whitestone, NY, has rolled out it's new line of glaceau smartwater[TM] flavors. The all-natural, zero calorie beverages are the culmination of a proprietary technology, which produces pure water with added electrolytes. The new Glaceau smartwater flavors are available in Watermelon, Cranberry-Grapefruit, Tangerine-Pineapple-Guava, Raspberry-Lime, Lemon-Cucumber and Strawberry-Banana.

Talking Rain Beverage Company, Preston, WA, has launched its line of Sparkling Diet ICE[TM] drinks. These are lightly carbonated beverages made up of spring water with juices and sweetened with Splenda[R] and contain no sodium or caffeine. Sparkling Diet ICE offers 100% of the recommended daily allowance of vitamins C and E and delivers six calories and two grams of carbohydrates per eight-ounce serving. The products come in Black Raspberry, Orange Mango, Pink Grapefruit and Harvest Peach flavors.

On the water front, Le Nature's Inc. has introduced Aqua Xtra[TM], a new line of vitamin-enhanced water. Available in four flavors, including Lemon, Kiwi-Strawberry, Melon and Peach-Mango, each beverage contains eight vitamins and minerals.

Two new flavors have been added to the line of Propel Fitness Water[R] line offered by Gatorade, Chicago, IL. The new flavors are Peach and Kiwi-Strawberry. The lightly flavored, low calorie fitness beverages are enhanced with B vitamins, including vitamins B3 (niacin), B5 (pantothenic acid) and B6. In addition, Propel Fitness Water also includes vitamins C and E.

In other news, the company has made several new flavor introductions to its lines of sports beverages. Cool Blue[TM] and Berry Citrus have been added to Gatorade's main line, while Strawberry has been added to the Gatorade Fierce[R]' line and Watermelon has been added to the Gatorade Ice[R] line. Each Gatorade beverage blends carbohydrates (6% carbohydrate solution) and electrolytes (sodium and potassium), which stimulates fluid absorption, helps the body maintain fluid balance and provides energy to working muscles, according to the company.

PacificHealth Laboratories, Matawan, NI, recently launched a new sports drink called Accelerade. The drink, developed by exercise physiologists, provides hydration and the added benefits of all-natural protein to re energize the muscles during exercise. Accelerade contains a 4 to 1 ratio of carbohydrates to protein, which helps speed the movement of carbohydrates into muscles, according to the company. In addition, the beverage is also enhanced with vitamins and minerals and is offered in Lemon Lime, Fruit Punch and Blue Raspberry flavors.

Fatigue Fighter Enterprises, Webster, TX, has introduced Fatigue Fighter. The beverage contains seven electrolytes, calcium, chromium, magnesium, potassium, manganese, selenium and vitamin C and is available in Orange Cream Scream, Rappin Raspberry, Grape Escape, Strawberry Banana Blaster and Guava Passion varieties.

TREK[R] Engineered Energy[TM] is a new line of performance enhancing beverages that has been introduced by Leading Brands, Stamford, CT. The TREK line consists of three formulations, including Fuel, Burn and Recover. The Fuel flavors are Orange and Fruit Fusion; the Burn flavors include Cranberry Grapefruit and Lemon Lime and the Recover flavors are Citrus and Wildberry.

Base Concept, Inc., Montreal Quebec, Canada, has introduced the Base Iso-Energy Drink. Base combines natural plant extracts, such as guarana, Siberian ginseng, ginkgo biloba and echinacea, with aronia, cranberry and blackberry fruit juices. Base is also fortified with essential minerals.

Rox[R] is a new energy drink that has been launched by Rox America, Spartanburg, SC. Rox contains taurine, glucuronolactone and caffeine in addition to 100% of the daily value (DV) of niacin, 250% of the DV of vitamin B6, 80% of the DV of vitamin B12 and 50% of the DV of pantothenic acid.

Cott Beverages, Toronto, Ontario, Canada, has introduced its Red Rooster energy drink. The company claims Red Rooster has twice the taurine of most energy drinks, in addition to glucoronolactone, caffeine, inositol, niacin, pantothenic acid, vitamins B6 and B12 and riboflavin.

Rockstar, Inc., Las Vegas, NV, has introduced its Rockstar Energy Drink. It contains 946 mg of taurine, 200 mg of guarana, 25 mg of inositol, 25 mg of L-carnitine, 20 mg of milk thistle extract, 15 mg of ginkgo biloba leaf extract and 25 mg of Siberian ginseng root extract. In addition, Rockstar Energy Drink contains 200% of the daily value (DV) of vitamin B2, 50% of the DV of vitamins B3, B5, B6 and B12 and 100% of the DV of vitamin C.

ResQ LLC, Cornelius, NC, has introduced ResQ Energy Drink. The new energy drink bonds L-carnitine and taurine with guarana and then blends the three with pure alpine water. ResQ also contains caffeine, niacin and vitamins B6 and B12.

Innovative Companies, Largo, FL, has launched its line of Thermo Fuel energy drinks. The new beverage line is marketed under the label of its wholly-owned subsidiary, Breakthrough Engineered Nutrition. Thermo Fuel is a ready-to-drink 20-ounce beverage, which contains a proprietary blend of energy-boosting herbs. The line features Lemonade, Fruit Punch, Cranapple, Grape and Tangerine flavors.

SoBe has filed a new entry into the energy drink category with SoBe No Fear. The new energy drink contains 100% of the daily value (DV) of vitamins B6, B12 and C and folic acid. In addition, SoBe No Fear contains 25% of the DV of selenium, 10% of the DV of zinc, 1000 mg of taurine, 100 mg of inostol, 50 mg of panax ginseng, 50 mg of guarana, 25 mg of creatine, 25 mg of grape seed extract, 25 mg of L-carnitine, 10 mg of L-arginine and 158 mg of caffeine per can.

Xstream Beverage Group, Boca Raton, FL, recently introduced its Yohimbe Energy Drink. Made from the bark of the West African Coryanthe Yohimbe tree, the drink contains 200 mg of yohimbe, vitamins B12, B6 and taurine.

Adirondack Pure Spring Mt. Water, Garden City, NY, in a venture with Bodyonics Ltd., Hicksville, NY, has introduced its Pinnacle WOW energy drink. Pinnacle WOW, which stands for "Whacked Out Water," is non-carbonated, sugar-free, calorie-free and infused with caffeine from natural sources, including yerba mate, guarana and kola nut. Pinnacle WOW is available in Rockin' Raspberry and Sinfully Citrus flavors.

Get Up! energy drink has been launched by Get Going Nutrition, Irvine, CA. Get Up! is formulated using Vital Force Technology, which, according to the company, allows the infused trace minerals to accelerate assimilation and maximize the benefits of the active ingredients contained in Get Up!, including 150% of the recommended daily allowance (RDA) of vitamin B6 and 60% of vitamin C, 150 mg of taurine and 20 mg of glycine.

DefCon3[TM] is the new carbonated energy drink developed by the Russell Simmons Beverage Company, New York, NY, which is being marketed as a "smart energy soda." DefCon3 contains 140% of the RDA of vitamins C, B6, B12, pantothenic acid, thiamin and niacin. In addition, it's also fortified with taurine, ginkgo, carnitine and caffeine. The product is sweetened with crystalline fructose.

AMP is a new energy drink that has been introduced by PepsiCo, Purchase, NY, under the company's well known Mountain Dew brand. AMP is laced with ginseng, guarana seed extract, taurine, maltodextrin, 75 mg of caffeine and an array of B vitamins, including B2 (riboflavin), B3 (niacin), pantothenic acid, B6 (pyridoxine) and B12 (cyanocobalamin). NW

SoBe Energy Introduced As New Slurpee[R] Flavor South Beach Beverage Company, Norwalk, CT, has paired up with 7-Eleven, Inc., Dallas, TX, to offer SoBe Energy as a new Slurpee[R] flavor at participating 7-Eleven retail stores. The new Slurpee flavor will contain the citrus flavor of SoBe Energy and target consumers seeking the functionality of SoBe Energy, which contains 100% of the daily value of vitamin C, 50 mg of guarana, 50 mg of panax ginseng and 16.5 mg of taurine. The new product will be given marketing support through targeted radio spots in Dallas, TX, San Diego, CA, Fresno, CA, Phoenix, AZ and Portland, OR, in addition to in-store retail merchandising signage and web marketing support.

Odwalla Ends Production of Fresh Samantha

Odwalla, Half Moon Bay, CA, has terminated the fresh Samantha line of juice beverages. Odwalla bought the Saco, Maine-based Fresh Samantha three years ago for an estimated $27. Odwalla began phasing out the Fresh Samantha line earlier this year. According to the company, it decided it would be easier to market one brand of juice--Odwalla--rather than both Odwalla and Fresh Samantha. Fresh Samantha was founded in 1992 and by 1999 had annual sales of $25 million along the East Coast. Odwalla bought the company in 2000 and Coca-Cola then bought Odwalla in the fall of 2001. Some of Fresh Samantha's more popular flavors may be added to the Odwalla line, the company said.

Report Available

The Hartman Group, Bellevue, WA, has issued a new report titled, "Wellness Interactive--Healthy Beverages." General report contents include key findings, including 13 ingredients that do not belong in a healthy beverage, 16 beverages consumers currently drink as a healthy beverage. 12 attributes that influence the purchase of a healthy beverage, the number of healthy beverages consumers drink daily, 11 types of beverages consumers would consider purchasing and 24 health concerns consumers would consider addressing with a healthy beverage.

The full report includes the above content plus behavioral segmentation by age, gender and lifestyle group. Age groups are 18-25, 26-35, 36-45, 46-55 and 56-70. Lifestyle groups include vegetarian, healthy family, sports and fitness, organic, environment and healthy living.

For more information: The Hartman Group, 425 - 452- 0818: E-mail: Website,
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Author:Wright, Tim
Publication:Nutraceuticals World
Article Type:Industry Overview
Geographic Code:1USA
Date:Sep 1, 2003
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