Within this gray cloud, however, is a silver lining. With obesity concerns prompting the demise of certain carbonated drinks in many U.S. schools, other beverages have access to a new, unexplored market, and the same is happening elsewhere. The European probiotic drinks market, currently estimated at 1.2 billion euros ($1.4 billion), is growing 30%-40% annually, and has attracted many new entries. Ocean Spray International (Bridgwater, Somerset, U.K.), for instance, is well-known Stateside for its juice drinks, but has taken its health-oriented efforts a step further in the U.K. and Ireland. There, the company has introduced Ocean Spray Plus Probiotic Yogurt Drink, containing L. Acidophilus La-5, bifidobactera BB12 and fruit juice, for “a positive balance of friendly bacteria in the digestive system.”
Obesity may be a serious health issue around the world but, as of yet, the low-carb diet craze in the U.S. has gone little noticed elsewhere. Coca-Cola (Atlanta) may open the floodgates this summer, however, with its launch of C2 in the U.S. and Japan. The mid-carb drink will have half the carbohydrates of regular cola.