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Low-calorie,antioxidant energyEiro Research, producer of an

eponymous energy drink, has

recently released a low-calorievariant to accompany its original

offering.

The new drink, called Eiro 25 Calorie Energy has

reportedly experienced phenomenal growth

since its official launch back in mid-November

2009. Part of the early success of the new

energy drink is attributed to it complementing

the company's other existing products such as

Eiro Lean. Eiro Lean is a high-protein meal

replacement

shake that,

when combined

with a can of

Eiro 25 Calorie

Energy,

reportedlyprovides a

satisfying pick-

me-up with

only 165

calories.

Eiro Energy is

targeted at a

wide audience

and suitable for

consumption by

teenagers,

health

conscious

parents, as well

as Generation

X (30-50 year

olds) and

Generation Y

(people in their20s). Moreover,

the drink has a

wide appeal

since it can be consumed as a regular energy

drink to increase mental performance but also

to enhance physical performance.

Eiro 25 Calorie Energy contains caffeine derived

from natural energy sources including guarana,

green tea, ginkgo, and ginseng. It contains nopreservatives, refined sugars or high fructose

corn syrup.The patented Energy and Vitality

blends, which have distinct fruit flavours, are

designed to give the body and mind a balanced,

natural boost of energy without sudden decline

or instability. 25 Calorie EIRO Energy is

sweetened with xylitol and stevia whilst the

regular Eiro is sweetened with agave nectar,

pomegranate and blueberry juice.

The company currently has no plans to launch

additional variants; instead it intends to focus on

growing sales of its two Eiro energy drinks,

Original EiroEnergy and

Eiro 25 Calorie

Energy.

Eiro 25 Calorie

Energy is sold

through a

direct sales

system through

the company's

website and is

available forUS$35 per 12-

can case for

wholesale

customers and

US$44 for

retail

customers.

Customers are

eligible to

receive

wholesale

pricing if theysign up for anauto-ship

programme.

www.eiro.com

enhanced new age nutraceutical energy sports juice dairy

functionaldrinkszenith international newsletter Issue 179 24 February 2010

Page six

New shot targets

immune health

Page four

Newborn drink is

nutrient rich

Page five

Quenching thirst

in Germany

Page seven

US debut of super

antioxidant drink

This issue at

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All user thirstquencherHot off the press, and just a few

months after the launch of its child

nutrition drink, Vemma

Nutrition Company has added asports offering featuring its

proprietary Vemma blend.

The latest addition is called Vemma Thirst, a

portable hydration sachet that, once activated

with water, is designed to be consumed by adults

and children alike during any activity or just to

rehydrate.According to the company,Vemma

Thirst can help sustain energy, protect the body

and enhance overall health.*

Vemma Thirst is free from high fructose corn

syrup,artificial flavours, sweeteners, colours or

preservatives.Moreover, the orange-flavoured

powder helps protect against cellular damage

thanks to the Vemma nutritional blend, which

provides 12 full spectrum vitamins, antioxidants

and over 65 major trace and ultra trace plant-sourced minerals.* Its antioxidant-rich ingredients

include mangosteen and aloe vera as well as

decaffeinated organic green tea.Vemma Thirst also

contains electrolytes to replace those lost through

sweat and a combination of carbohydrates derived

from 20g of evaporated cane juice and amino acidsto restore protein levels.*

The powder is activated by combining it with

16oz of water for adults or mixing half a sachet

with 8oz of purified water for children.The

company recommends that adults consume one

to three sachets of Vemma Thirst per day.

Each box of Vemma Thirst contains 30 sachets

with 26g of the powder and can be purchased via

the company's website.

*These statements have not been evaluated by theFood and Drug Administration.This product is notintended to diagnose, treat, cure or prevent and disease.

www.vemma.com

Page 2 Issue 17924 February 2010

editorial commentWelcome to the 179th issue of

functionaldrinks. For the second

issue in a row, we again cover the

launch of a drink based on the

increasingly recognised coffee

berry, this time by SoZo Global inthe US (see Page 7 ), which has led

us to wonder whether alternatives

such as açai-based supplements

could be falling out of favour and

those with coffee berry gaining

ground.

We also report on the latest introduction by

Vemma Nutrition Company, this time in the

form of a powdered stick that helps replace lost

minerals through its Vemma antioxidant blend

(see below ).We also look at three new beverages

that have joined Rockstar Inc's eponymous

beverage line (see Page 3). Still in the US, we

review a small drink that promises to have a big

impact on the immune system by reducing

symptoms of the flu, a launch by Innovative

Beverage Products (see Page 6).

In Mexico, Coca-Cola de México has released

a range of limited edition sports drinks to

commemorate the upcoming World Cup (see

Page 4).Also in the sports arena, German soft

drinks producer Sinalco has made its entry with

an isotonic proposition that also claims to

support energy metabolism and bone health (see

Page 5).

Meanwhile Groupe Danone seems to be on a

mission to grow sales of its functional offerings

and has now launched its new bone health yogurt

in France, just three months after it was first

introduced in Spain (see Page 6). In Singapore, we

feature the launch of an unusual yet promising

drink by New Image Natural Health Ltd,

featuring colostrum with active natural antibodies

(see Page 4).

Finally, we report on the latest advances made by

Swedish probiotic specialist Probi, which havemeant one of its cultures is now present

throughout several countries from the US to

Argentina (see Page 3).And we also cover the

results of the latest research conducted by

Nestlé's Research Center into the antioxidant

properties of coffee and its interaction with

additives such as milk and sugar (see Page 5).

Cecilia Martínez NúñezDeputy Editor

[email protected]

functionaldrinkszenithinternational

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newsletter

Bring out the star inyouRockstar Inc has started the year

with three new beverages as well

as an energising gum to

better segment and

target customers.

The announcement comes

around a year after the companyannounced that it had signed a

multi-year agreement with

PepsiCo for the distribution of its energy drinks, finalising the

one it held previously with rival

Coca-Cola Enterprises.

According to the company, this

new agreement allows it to

launch fine-tuned beverages that

could be thought to compete

against those of PepsiCo, howeverboth incumbents see the new

offerings as complementing each

other since none are identical.

The first drink scheduled for

launch is Rockstar Recovery, an energy-sports

hybrid that aims to deliver an energy boost whilstalso rehydrating after strenuous activity.The

lemonade flavour drink is sweetened with

sucrose and sucralose and features the Rockstar

herbal blend.

Rockstar has also reintroduced its Rockstar Cola.This was pulled from the market in 2005 at the

time the portfolio was distributed by Coca-Cola,

as it was considered to compete with the Coca-

Cola brands.The reformulated drink now boasts

more carbonation and is sweetened with sucrose

instead of high fructose corn syrup.

The third addition is an 8oz version of the

company's existing Rockstar Roasted range,

offering consumers a high energy blend made

with real brewed espresso and the classic

Rockstar herbal formulation.This is available in a

sole Espresso variant.

Finally, Rockstar Energy Gum is the company's

first non-beverage proposition and delivers 80mg

of caffeine, taurine and B vitamins in two sugar-

free variants: Iced Mint and Iced Orange.

The new products are already available through

the same outlets as the rest of the portfolio.

www.rockstar69.com

Milk - no effect oncoffee antioxidantsFood and drink giant Nestlé,

through its Nestlé ResearchCenter, has published the results of

its latest study into the antioxidant

properties of

coffee in the

Journal of

Nutrition.

The aim of the

investigation was to

determine whether milk protein affects the

bioavailability or efficacy of

antioxidants, as in the case

of tea it has been

suggested that adding milk

can inhibit the uptake of

antioxidants.The study was especially relevant

since to date, there has been very little research

in this area.

During the investigation, researchers compared

the uptake of caffeic, ferulic and isoferulic acidsfrom instant coffee, instant coffee with whole

milk and instant coffee with non-dairy creamerand sugar.The tests conducted on the

participants demonstrated no differences

between the groups drinking instant coffee or

instant coffee with whole milk.

In recent years, coffee has been brought to

consumers' attention as its health credentials are

increasingly researched, currently linking the

commodity to benefits such as reduced risks of

certain diseases, especially of the liver and

diabetes.

It has been estimated that the global coffee

market, spanning more than 60 coffee growing

countries, generates over US$70 billion in retail

sales annually.

www.research.nestlé.com

ingredients World

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'Gift from nature'New Zealand-based New Image

Natural Health Ltd has unveiled a

cow colostrum functional beverage

for the Singaporean market.

The new, immune-boosting drink COL+ is based

on a High Pressure Processing (HPP) patented

technology by Fonterra, the world's largestdairy exporter, which, having recognised the

increasing awareness of colostrum, began

research into this area back in 2001.

As a way of validating the learnings around HPP,

which kills bad bacteria and pathogens but does

not deactivate the active ingredients in colostrum

such as active antibodies, this was later applied tothe colostrum beverage programme, preserving

bioactivity.

Colostrum is the first milk produced by all

female mammals, including humans, and provided

to the newborn in its first days of life to protect

and support its immune system.Often referred

to as "Miracle Milk", it is the only natural product

to contain active antibodies and has been revered

by the earth's oldest cultures for thousands of

years for its health-giving properties.

Colostrum is in finite supply, and COL+ uses New

Zealand colostrum which is collected only over ashort period once a year from early August to

September during the country's early springseason,when the majority of calves are born.

New Image first became involved with Fonterra's

colostrum beverage technology in 2007 and builta state of the art manufacturing plant based in

Auckland to develop branding, packaging, flavours

and an international distribution network.

COL+ is designed "just as nature intended", with

all natural fruit flavours (strawberry and peach),no preservatives, 99.9% fat free, Halal status,

1,500mg of cow colostrum and active antibodies.

In Singapore, it is available through retail outlets

such as Carrefour, Cold Storage, Fresh Price,

Giant, Isetan and Meidi-Ya.

www.colplus.com


Page 4 Issue 179

24 February 2010


newsletter

Fruity flavours forfootballersCoca-Cola de México has

introduced a limited edition range

of beverages under the Powerade

brand.

This follows the drink being chosen as the official

drink for the FIFA World Cup 2010 to be held in

June in South Africa.

To commemorate the occasion,

the company has unveiled five

beverages in Orange-Mandarin,Lemon-Lime, Berries, Grape

and Fruit Punch variants.As

with the regular line, the

sports drinks are free from

artificial preservatives or

flavourings, contain vitamins B3,

B6 and B12 to help release

energy, vitamin D to strengthenthe bones and vitamin H, also

known as biotin, which, along

with vitamin E, helps regulate

the metabolism of fatty acids.

Each variant captures what the company explains

are 'magic' moments that can only beexperienced when playing sports, in this case

football. In addition, through the limited edition,

the company intends to inspire consumers to

play sports with passion and remind them that

sports are not exclusive for elite athletes, but an

activity that everyone can benefit from.

Mexicans have traditionally been fans of football

and are viewed as enthusiastic players, so it is no

surprise that The Coca-Cola Company,through its Mexican subsidiary, took full

advantage of the fit between its Powerade sportsdrink and the forthcoming World Cup.

The range will be supported by a marketing push

intended to invite consumers to enjoy physical

activities.The strategy, devised by marketingagency JWT, will include press, radio and TV,

amongst others.

The limited edition drinks have been available in

the country since the end of 2009 and can be

bought at a wide range of outlets such as

supermarkets, cash and carries, pharmacies,convenience stores and sports stores.

Each 500ml bottle retails for approximately

Mexican Pesos 10.

www.powerade.com.mx

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RefreshingsportsenthusiastsGerman soft drinksproducer Sinalco

is venturing into

functional beverage

territory with the

launch of an

isotonic

proposition.

Citrus-grapefruit flavoured,the new drink is based on

natural mineral water to help meet daily fluid

requirements and contains

added calcium, magnesium

and glucose as well as six

essential vitamins to

support muscle function,bone health and energy

metabolism.

IsoSport is calorie free, has

a fruit content of 10% and

brings the company's

beverage portfolio count to

15, with additional products

apparently to follow.

The hydrating offering is

packaged in conveniently-

sized 500ml returnable PET

bottles, sold in cases of 12.

www.sinalco.de



newsletter

Probing newmarketsSwedish probiotics specialist Probihas increased its presence in the

Americas through two recently

announced agreements.

The first was between Probi's partner InstitutRosell and US-based supplement company

Jarrow Formulas, which acquired the exclusiverights to sell a dietary supplement based on

Probi's bacteria strain Lp299v through the health

food channel.

The dietary supplement is

scheduled to be launched in

the first quarter of 2010 and

will be aimed at consumers

who suffer from symptoms

associated with IrritableBowel Syndrome (IBS) such

as diarrhoea,constipation,

abdominal cramps and

bloating. IBS is reported to

affect around 55 million of

Americans,most of which

are women.

Probi CEO, Michael

Oredsson, commented, "The

agreement with Jarrow

Formulas is an important step in our company's

strategy to make Lp299v available on a global

scale.The US is an important and growing market

for probiotic dietary supplements.We are very

pleased to launch Lp299v in the US health food

channel. Jarrow Formulas is one of the leading

players in the probiotic category. Jarrow's missionis to promote optimal health with high quality,

effective, affordable and 'cutting edge' formulations,

which are based on sound scientific research."

Meanwhile, Probi has also partnered with

German pharmaceutical company Merck , whichhas the exclusive rights to sell a dietary probiotic

supplement based on the same strain across

Central and South America.

The product, Bion Transit,will be introduced

throughout 2010 as regulatory approval is gained.The countries covered are Mexico,Argentina

Brazil - the most important countries - as well as

Venezuela, Colombia, Ecuador and Central

America.

Oredsson commented on Merck's Bion Transit,

"Merck's Consumer Health Care product Bion

Transit, which is based on Probi's bacteria

Lp299v, is already on the market in France, Chile

and Belgium.We are proud of our cooperation

with Merck, one of the world's most renowned

pharmaceutical companies and look forward toextending our cooperation to include these new

important markets."

www.probi.se www.merck.com

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Strengthening thebones of EuropeShortly after it announced the

preliminary results of a drink to

help treat Alzheimer's, Groupe

Danone has commenced testing

its bone-strengthening yogurtin its home market.

Launched only six months ago in

Spain, Densia has recently been

introduced in the southwest of France

and in Italy where the company istesting the spoonable yogurt before

launching in other countries.

According to the company, the trial

phase is expected to last between three

and six months.

It has been rumoured that Danone is already in

the process of conducting tests in other

European markets before launching Densia on a

pan-European scale.

Originally launched in plain, sweetened and

strawberry versions, Densia is reportedly

available in plain, vanilla, strawberry and red fruit

variants in France and in Italy.

A pack of four pots of Densia retails for Euros

1.49-1.79 depending on the country and outlet.

www.danone.com




newsletter

New beverage notto be sneezed at!Innovative Beverage Products

has added to its burgeoningHealthShot product line

with the introduction of

an enhanced beverage

called Immunity.

Launched in the US in November

2009, the drink contains

MaxImmune, WILD's proprietaryblend of natural ingredients that

strengthens the body's own natural

defences. In some clinical studies,the formula has been proven to

help reduce the symptoms of the

common cold and/or flu.

Containing extracts of green tea,

grape skin and grape seed,

MaxImmune is said to provide

three times the antioxidant activity

of both red wine and green tea.

Each 4oz (125ml) shot is also packed with 50% of

the recommended daily allowance (RDA) of

essential vitamins including B6, B12 and C.

Immunity is blackberry flavoured, comprises 20%

juice and uses no artificial colours or flavours.

Innovative Beverage Products' HealthShot rangeconsists of a variety of shot-style

drinks fortified with functional

ingredients to address specific

health and wellness concerns.

Existing variants in the line are

Men's Edge, Brain Refresh and

Sustained Energy.

To market the entire range, the

company has embarked on an

intensive sampling campaign at

events across the country.

A case of 12 bottles retails for

US$29.98 (equating to US$2.50

per unit) and is available to

purchase through the company's

website as well as selected retail

stores and health clubs.

www.drinkhealthshots.com

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Embracing benefitsof whole coffee fruit

SoZo Global has

developed andlaunched its first

antioxidant-rich

dietary supplement

drink made with

coffee berry.

The highly nutritious, free

radical zapping drink has

been called SoZo and claims

to be nature's basket of fruitand vegetables as it is made

not only with CoffeeBerry -

VDF FutureCeutical'sproprietary coffee fruit

extract - but also with

proprietary blends of

nutrient-rich fruit and vegetables.

The company suggests that a 3oz serving of

SoZo provides over 10,000 ORAC units, which

is the equivalent to approximately 20 servings of

fruits and vegetables. Moreover, the companyclaims the drink can help promote

cardiovascular function and help maintainglucose metabolism.The blends also mean that

SoZo is a good source of flavonoids, vitamins C

and D and adaptogens, helping the body cope

with stress.

John Hunter, General Manager at

FutureCeuticals and one of the developers of

CoffeeBerry, commented, "CoffeeBerry, in

combination with other fruit and vegetable

powders and extracts, delivers powerful support

for diets that may be lacking sufficient fruit and

vegetable antioxidants."

SoZo is packaged in 25oz bottles and can be

bought through the company's growing network

of distributors.

www.sozolife.com

Europe

Sweden: Swedish probiotics specialistProbi has reported that net salesamounted to SEK 65.5 million for fiscal

year 2009.According to CEO Michael

Oredsson, performance has been

attributed to the company being

increasingly not just an ingredients

company but also one that offers

finished products under its brands.

UK: Skinny NutritionalCorporation, through its

distributor Simply Direct, haspublicised that its Skinny Water will

be available in Ireland and the UK

through around 4,000 retail

outlets.

Red Bull has announced that fromFebruary 2010 it will once again air

TV advertisements after finishing

2009 with the highest sales recorded in

December alone.The two adverts will be

entitled Shakespeare and Newton, and will aim

to draw attention at the Red Bull Energy Shot.

Coca-Cola Enterprises has promoted StuartAgates as Head of Energy, who has been tasked

with ensuring the continued growth of the

Relentless brand. Agates will replace Dave

McNulty, who has been appointed Trading

Director of On-Premise.

Firefly Tonics has announced that Britannia, itslatest addition created through a consumercompetition, has been officially launched in the

UK.The variant will be sold exclusively at

Selfridges from mid-February to mid-March,

after which it will also be sold nationwide at

Waitrose.

North AmericaUS: FRS Company has appointed Carl Sweat,

former Coca-Cola North Americaexecutive, as CEO. Sweat will report to

Chairman James Quandt.

Who's Your Daddy has announced that it hascommenced the production and marketing of

its newly designed F.I.T.T. Energy shot. In

addition, the company will start trading underthe name F.I.T.T. Energy Products afterreceiving substantial funds from an outsider

investor group.

Game Juice has selected IAO Management asits exclusive sales agent for the Midwestern

region of the US.The agreement will see the

energy drink being distributed in some of the

areas with the highest concentration of




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teenagers, the drink's core target, such as

Chicago.

Yakult Honsha has said that it intends tocommence production in the US by 2012 to

meet growing demand in the country. In

addition, it plans to expand sales beyond the

West Coast, where they have beenconcentrated, to the rest of the country.

Following the resignation of Red Bull NorthAmerica CEO Selim Chidiac, insiders havesuggested that the lack of freedom to operate

independently from the Austrian headquarters

may have tired Chidiac and led him to leave the

company.

Martek Biosciences has agreed to purchase

Amerifit Brands, a consumer health and

wellness company for US$200 million.Amerifit sells various products centred

around women's and digestive health.

Celsius Holdings has posted revenue of US$2.4 million for the last quarter of 2009, as

well as revenue of US$5.9 million for fiscal

year 2009, representing an increase of 126%

year on year.The company has cited thegrowing number of retailers across the

country as instrumental for growth.

In other company news, Celsius Holdingshas appointed Geary Cotton as Chief

Financial Officer.

Vitila Brands, producer of Tranquilarelaxation shots, has announced that its

beverages will be sold through Hudson News'

network of airport stores.

Bebida Beverage Company has signed anagreement with Great State Beverages, a

distributor of soft and alcoholic drinks across

the northern East Coast.The agreement willsee the sale of the Koma Unwind relaxation

beverage in the region.

WorldFollowing news around Zenith's forthcoming 4th

InnoBev Global Soft Drinks congress to be held

in Istanbul on 9-11 March, programming for the

company's Global Dairy Congress is now wellunderway.The event, taking place in the Austrian

capital of Salzburg on 27-29 April 2010, is setto start with a plant tour of locally-based

Alpenmilch Salzburg and, in terms of functionality, will also look at the role of dairy in

sport as well as the use of probiotics and

omega-3.This event is sponsored by industry

suppliers Elopak , Bericap and Tine.

Discounted rates for the dairy congress are

available until 26 March 2010. For further details

on both events, please visit:

www.zenithinternational.com/events

Editor: Jenny Foulds

Deputy Editor: Cecilia Martínez Núñez

Contributors: Charmaine Holmes

Market Intelligence Director: Esther Renfrew

functionaldrinks is issued 25 times a year and is only

available by subscription: electronic PDF format only £495;

hard copy and PDF £595*

*VAT chargeable on electronic format to UK companies and EC companies not

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