A line of functional water products stands out for its unique formulas and demographic targeting; H.A.R.D. Nutrition Functional Water System was recently launched by DC Brands. The makers state that ordinary vitamin-enhanced waters contain only trace amounts of vitamins in their ingredient lists, consequently providing consumers with little-to-no nutritional or functional value. DC Brands makes its functional beverages’ vitamin content more visible, by directly placing vitamin capsules in every drink’s cap. These vitamins are intended to be swallowed when drinking the functional water, which serves as a catalyst to the vitamins’ effect on the body. Each variant in the H.A.R.D. Nutrition Functional Water System houses a proprietary vitamin blend in its cap, complemented by the attached functional beverage. The various systems target specific consumer groups and needs, some of which include Gut Check, Night Night, All Woman and Man Up. The Boomer Zoomer offering, marketed to aging Baby Boomers, has a blend of vitamins and minerals that fittingly promote joint and bone health.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail mhollihan@mintel.com.