Natural Products Insider

MAY-JUN 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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36 INSIDER May/June 2018 Choosing the right technolog ical functionality for a beverage application is crucial. Gencor has offerings that can increase the bioavailability and absorption of an ingredient. "LipiSperse is an innovative system tailored to enhance the dispersion of crystalline lipophilic agents in aqueous environments, such as the stomach," shared Chase Shryoc, Gencor's vice president of sales and business development. He added the technology allows a lipophilic ingredient to have ideal dispersion, which translates into enhanced absorption. Another of the company's novel options is AquaCelle, a lipid-based formulation that self-assembles into a micellar colloidal delivery system in watery environments. "These micelles are what envelop fat-soluble ingredients, helping their benefi ts to be absorbed more fully into the body," Shryoc stated. Let's Get Personal Surmising the future of functional beverages must include one of the hottest trends across the industry— personalized nutrition. "In a time where everyone wants items to be customized for his or her needs, we believe personalized beverages are in the near future," Dill said. "Most personalized supplement companies offer recommendations based on an online survey. Some personalized nutrition companies will send a kit to the consumer asking for a cheek swab, a blood sample and even stool samples. The results from these companies are specifi cally tailored to the consumers. We predict this is the direction functional beverage will be headed in the future. Each beverage will be specifi c to the consumer, and delivered straight to his or her door." Strategic branding also allows brands to expand their borders, particularly as functional beverages become more widely accessible and accepted. Wood explained, "Whereas functional beverages designed for weight management have traditionally been targeted at women, their convenience and performance are creating greater popularity with the male demographic and transforming marketing strategies." No matter the niche, Elaine Yu, president at Layn USA Inc., declared the future is bright for functional beverage. "Health will continue to be a key concern that will only grow in importance as we move through 2018," she stated. "This is across every category. We will see companies try to reformulate their existing product offering to meet consumer needs or develop new products to differentiate themselves from the competition. Consumers want both quality and novelty in their beverage choices." Paul echoed the sentiment. "With the many available functional ingredients and technology to deliver them in an effi cacious and tasty product, the opportunities are endless in today's beverage market." Achieving nutritional goals with real micellar casein ingenuity Muscle recovery Increased satiety Excellent fluidity Food & Beverage: Functional Beverage Innovation Living the Dream The global market for drinkable yogurt is expected to experience a compound annual growth rate (CAGR) of nearly 8 percent from 2016 to 2020, according to Technavio. Dreaming Cow LUSH exemplifi es the category's popularity, taking top honors in the Functional Food & Beverage category at the 2017 Editor's Choice Awards during SupplySide West. The nutrient-dense, grass-fed yogurt drink blends fruits with a full serving of "hidden" vegetables and more than 20 billion probiotics for wellness on-the-go. The convenient 12 oz grab n' go drink offers protein, antioxidants, iron, calcium and potassium, as well as vitamins A, B and C.

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