Hitting the Shelves: Global Trends -- April 2008
In recent years, fruit juices and nectars have gone beyond being perceived as naturally healthy and rich in important nutrients. Instead, many products are being marketed as supplement-style drinks, often through product fortification with extra vitamins, minerals and even functional ingredients (e.g., Tropicana Essentials). This trend has even moved into other beverage markets. Coca-Cola’s Minute Maid brand is being positioned as an ideal way of supplementing the diet with vitamins. The new Nutri Top Up range is described as offering “extra vitamin goodness” and is available in three blends, where the fruits used have reportedly been chosen for their nutrients and taste and combined with extra vitamins for “daily health.” All of the blends are claimed to provide at least 30% of the RDA of B, C and E vitamins. The available varieties are Tropical (with white grape, orange and passion fruit juices, apricot, guava and mango); Citrus Blend (with orange, white grape and mandarin juices); and Apples & Berries (with apple, blackcurrant, strawberry and raspberry juices). The most interesting aspect of this new range is its clear positioning as a vitamin “top up,” enabling consumers to conveniently supplement their diet.