Xango to launch new functional juice in Europe

By Chris Mercer

- Last updated on GMT

Related tags: Fruit

A new juice containing a host of added value ingredients, including
the latest superfruit, mangosteen, will be launched in Western
Europe this summer to target the growing functional food sector.

US-based firm Xango will launch Xalo juice, which contains mangosteen, aloe vera juice, grape seed and green tea extracts, in Germany, Belgium and Austria. The move is another example of rising demand in Europe for functional food and drink, and also growing consumer awareness of specific functional ingredients. The Xalo launch follows early success for Xango in Germany with its namesake juice, which is based on the mangosteen fruit from South East Asia. Some have already dubbed mangosteen another 'superfruit' that could follow in the footsteps of Goji and Açai berries. Xango sources the fruit via a deal with the Wild natural flavours group. Alexandra Bowman, spokesperson for Xango, said Xalo juice would concentrate on the health benefits offered by aloe and grape seed extracts, rather than mangosteen. This is because Xalo juice does not use the mangosteen rind, where most of its healthy compounds lie, she told BeverageDaily.com. Drinking 90ml of the juice every day is enough to provide health benefits already connected with the other functional ingredients it contains, such as improved digestive health, skin regeneration and natural energy levels. Bowman said the inclusion of mangosteen in Xalo juice would help to promote awareness of the fruit among European consumers. "The Xalo brand enables us to continue offering premium mangosteen products in every market of the world where we do business."​ Xango is also about to launch a consumer education campaign on mangosteen in Germany. Bowman added the firm would look to launch Xalo juice in several other markets, including the UK and Sweden in Europe, but also in parts of Asia. The juice will sit as a premium product, costing $25 (€18) at wholesale. Xango has already enjoyed strong early success with its flagship Xango juice product, mainly in the US. Sales more than tripled between 2003 and 2004, and more than doubled the year after that. The group claims to have secured 80 percent of the global market share of mangosteen juice since it introduced its product in 2003. Bowman said the success showed consumers were very open to new functional products. "Based on our growth, we are finding consumers are welcoming it as a quality, premium product, and recognise the health benefits they are getting." ​ She said the group was planning to sponsor more research into the health properties of mangosteen, which have long been recognised among local people in Asia.

Related topics: R&D, Juice Drinks

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