Bread that promotes health and beauty, an anti aging drink, a drink which combats tired legs, and a chewing gum with the same benefits as a sports drink are the latest functional food and drink products identified from around the globe by Product Launch Analytics which could soon be available in the Asia-Pacific region.
Cesar Pereira, Research Manager at Product Launch Analytics said: “There has been a surge in launches of functional food and drink products in recent months. With many manufacturers working harder to address the trend of consumers becoming less price conscious and more value conscious post recession, we are seeing more products offering added benefits. We should continue to see the functional food market branching out into more everyday products in the coming months. This means consumers can expect to see more products like the bread which claims to enhance health, vitality and beauty.”
• Khlebnyi Dom Kefir-Based Bread is a functional bread launched in Russia which claims to promote health, vitality and beauty. The manufacturer has ensured the product engages with consumers by making the bread with traditional Russian sour milk.
• An anti-aging drink which claims to purify the body has hit shelves in the US. It contains the antioxidant resveratrol as well as a combination of vitamins, amino acids and electrolytes. It is sold in Grape Pomegranate, Simply Citrus and Island Punch flavors.
• A drink aimed at consumers who spend a lot of time on their feet has been lauched in Japan by House Foods. The House Sasso Functional Drink is designed to boost circulation and combat tired legs. It contains citrulline, cinnamon extract, vitamin B and potassium.
• Dydo Hyoketsu Purushari Fruit Flavored Drink, launched by DyDo Drinco in Japan, lists a number of different consumption alternatives which make it stand out from the crowd. The product is available in Japanese tangerine and apple varieties and contains 10% fruit juice. The manufacturer claims that the 'drink' changes its texture depending on temperature, and thus can be eaten like a sorbet if frozen and like a jelly if chilled. This could attract consumers who appreciate the extra versatility offered by a 'multipurpose' product.
• An upgrade to instant coffee formulation in Japan, meanwhile, sees Nestle
developing a new method to boost the flavor of one of its instant coffee products. The new production method used for Nescafe Komi Baisen Instant Coffee entails blending extracted coffee liquid with ground coffee particles, which is then freeze-dried to lock in a rich flavor and fine aroma. Two varieties called Deep Roast and Medium Roast are available, and they are offered in a range of packaging sizes and formats. Instant coffee often suffers from unfavorable comparisons with ground or espresso coffee in terms of flavor, and this launch from Nestle may be an attempt to counter such perceptions.
• A chewing gum which combines the functional benefits of a sports drink and the energizing effects of ingredients like guarana has hit shelves in Brazil. It also contains the ‘super berry’ acai. The lime and grape flavour ensures that the gum offers a distinctively Brazilian taste which will appeal to its domestic market.
