Izze has launched Sparkling Birch Drink, an all-natural, carbonated soft drink flavored with birch oil. The birch drink hails from Russia, where drinking birch tree juice is a rich tradition. Activity in birch carbonated soft drinks has been concentrated in Europe, outside of niche birch beer products in the U.S. The recent launch of Izze’s Sparkling Birch Drink marks the ingredient’s emergence in a mainstream U.S. carbonated soft drink. Known for its detoxifying health benefits, birch aligns with Izze’s premium- and natural-positioned range of products. This Sparkling Birch Drink from Izze catapults the birch flavor into the mainstream offering and provides a new flavor profile for consumers to enjoy.

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 atillman@mintel.com.pf