A blue vitamin drink, a juice which includes every part of a fruit and black tea containing prune juice are among the attempts by manufacturers to revolutionise the juice market, as identified by Product Launch Analytics.
Cesar Pereira, research manager at Product Launch Analytics said: “We have identified a number of new juices launched recently which focus on the pure nature of their ingredients. This reflects how manufacturers are reacting to a demand for healthier drinks and more transparency in formulations. We predict that manufacturers will continue to look closely at the ingredients that go into juices to ensure consumers remain convinced by claims of health benefits.
Examples of this trend include:-
- Agave in vitamin drink: A new beverage containing blue agave is the first blue drink to get its colour solely from fruit. This new Stur-D variety is said to be the very first enhanced water and juice beverage to include vitamin D and calcium which help support strong bones as well as vitamin C. The drink, from Coca-Cola, which also features passion fruit and citrus flavours, has been already launched in the US.
- Juice made from every part of a fruit: An apple juice made through the process of ‘full extrusion’ and includes the peel, pulp and core of the apple has hit the shelves in Poland. The ‘Cappy Cale Jabklo 100% Apple juice, made by Coca-Cola, is said to provide the “whole fruit goodness”. High in fibre, it could pave the way for an increase in the number of drinks which contain nothing but pure fruit.
- Tea with prunes: A black tea combining the flavours of Yunnan Tea with that of black prunes is a first for the tea category. The drink, launched in Russia by Svay, is said to give tea drinkers health benefits due to the high fibre content of prunes. The manufacturers claim that the tea has a sweet, mellow honey-like taste with no notes of bitterness.
