New product development in beverages packaged in shot bottles has surged in recent years and shows no sign of slowing down. Roughly 133 shot bottles were launched globally in 2009, and, as of June 2010, there have already been 71 global shot bottle launches. North America has led other regions in activity, followed by Asia Pacific and Europe. In Japan, Pepsi has launched Strong Shot (Cola & Caffeine). The beverage is essentially a shot-sized, highly-concentrated Pepsi, with an increased amount of caffeine. This product’s packaging is notable, as the only difference between this drink and a can of Pepsi is its size and name--Strong Shot--prominently displayed on the front of the pack.

Although the U.S. has seen several white milk product launches fortified with omega-3 and DHA, the bulk of activity in functional white milk has been in Europe and Asia Pacific. In Spain, Puleva has introduced Skimmed Milk with Omega-3 and Walnuts. The milk claims to deliver cardiovascular health benefits through its inclusion of omega-3 fatty acids, oleic acid and walnuts. There have been instances of other nuts and seeds, such as soy, almond and oat used in milks; however, in this case, the inclusion of walnuts is notable. Walnuts are known to be rich in omega-3 fatty acids, fiber, B vitamins, magnesium and antioxidants, and are typically incorporated into beverages in China, so it is interesting to see this product launch originate in Spain.

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