Drinks are likely to become the leading functional food and Coca-Cola has spied a major opportunity
According to a survey conducted recently by the National Nutritional Foods Association, almost two thirds of adults aged 50 or older, consider supplements essential.
UK sales of fortified or functional foods and drinks are expected to double by 2007, reaching £1.7bn.
By 2009, cholesterol-busters are expected to be the UK’s number one profitability hotspot, taking over from low-carb, says Reuters in its recent health and nutrition report, although products that are diabetes and stomach-friendly will also be key. As Mintel analyst Amanda Lintott, says: “The challenge is to develop products that address specific health concerns.”
Functional dairy foods - whether cholesterol-reducing, such as Flora Pro-activ or gut-friendly, such as Yakult - have, to date, been the mainstay of
functional food development. Drinking yogurt accounts for 56% of the total UK functional foods market, yellow fat products 22% and yogurt 20% [TNS Superpanel, 52 w/e Dec 5, 2004].
However, there is now evidence that major manufacturers want to add functionality to other sectors. In line with industry predictions that drinks will become consumers’ number one
functional food item, Coca-Cola lodged an application with the European Parliament in November to gain novel food approval to market a range of juices and nectars with added plant sterols, known to reduce cholesterol.
Soft drinks rival, PepsiCo, is no stranger to fruit juice-based functional drinks, having launched a fibre variant in its Tropicana ‘healthy’ range in 2003. The addition, says trade marketing manager Nicky Seal, resulted in 28.3% brand growth, double the category growth rate [ACNielsen, July 2004]. This year, the company is extending the proposition with the re-launch of its healthy range as Tropicana Essentials, and has added a new line, Tropicana Essentials Low Acid, designed to promote oral health or appeal to heartburn sufferers.
Also on the drinks fixture, Prospect Beverages has just launched a vitamin and mineral-enriched Vitsmart drinks range, comprising: Defence, Regenerate, Relax and the six-calorie drink Calorie Controller.
Soy snack company, Harvey Mercer, has recently added Hearty’s Soy Crisps, which boast 35% more protein than regular crisps, as well as 10% more fibre. “Success in the healthier food market is all about opinion,” says HM co-director Bob Harvey, “and soy is generally considered ‘a good egg’.”
According to a survey conducted recently by the National Nutritional Foods Association, almost two thirds of adults aged 50 or older, consider supplements essential.
UK sales of fortified or functional foods and drinks are expected to double by 2007, reaching £1.7bn.
By 2009, cholesterol-busters are expected to be the UK’s number one profitability hotspot, taking over from low-carb, says Reuters in its recent health and nutrition report, although products that are diabetes and stomach-friendly will also be key. As Mintel analyst Amanda Lintott, says: “The challenge is to develop products that address specific health concerns.”
Functional dairy foods - whether cholesterol-reducing, such as Flora Pro-activ or gut-friendly, such as Yakult - have, to date, been the mainstay of
functional food development. Drinking yogurt accounts for 56% of the total UK functional foods market, yellow fat products 22% and yogurt 20% [TNS Superpanel, 52 w/e Dec 5, 2004].
However, there is now evidence that major manufacturers want to add functionality to other sectors. In line with industry predictions that drinks will become consumers’ number one
functional food item, Coca-Cola lodged an application with the European Parliament in November to gain novel food approval to market a range of juices and nectars with added plant sterols, known to reduce cholesterol.
Soft drinks rival, PepsiCo, is no stranger to fruit juice-based functional drinks, having launched a fibre variant in its Tropicana ‘healthy’ range in 2003. The addition, says trade marketing manager Nicky Seal, resulted in 28.3% brand growth, double the category growth rate [ACNielsen, July 2004]. This year, the company is extending the proposition with the re-launch of its healthy range as Tropicana Essentials, and has added a new line, Tropicana Essentials Low Acid, designed to promote oral health or appeal to heartburn sufferers.
Also on the drinks fixture, Prospect Beverages has just launched a vitamin and mineral-enriched Vitsmart drinks range, comprising: Defence, Regenerate, Relax and the six-calorie drink Calorie Controller.
Soy snack company, Harvey Mercer, has recently added Hearty’s Soy Crisps, which boast 35% more protein than regular crisps, as well as 10% more fibre. “Success in the healthier food market is all about opinion,” says HM co-director Bob Harvey, “and soy is generally considered ‘a good egg’.”
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