Product scan uncovers added emphasis on 'pure' in new beverage launches

By Guy Montague-Jones

- Last updated on GMT

Related tags Caffeine Coffee

Datamonitor has picked out three product launches that illustrate how manufacturers are upping the emphasis on pure and original ingredients to drive healthy soft drink sales.

Cesar Pereira, research manager at Datamonitor, listed a blue vitamin drink, a juice from every part of a fruit and a tea with added prune juice as examples of the trend.

Pereira 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.”

Going forward the analyst said: “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.”

The three new products mentioned by Pereira were:

  • A blue vitamin drink from Coca-Cola that gets its colour solely from the agave fruit has been launched in the US. Containing passion fruit and citrus flavours, the drink is fortified with vitamin D and C.
  • Another Coca-Cola launch, the high-fibre Cappy Cale Jabklo juice, has hit the shelves in Poland. Its stand-out feature is that the juice is made from every part of the apple including the peel, pulp and core.
  • A black tea has been launched in Russia by Svay containing black prunes. These give the tea, which the manufacturers say has a sweet, mellow honey like taste, a higher fibre content.

These new product examples were picked out from the Datamonitor Product Launch Analytics database – a revamped version of Productscan.

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