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Consumer Interest In “Food As Medicine” Fuels Continued Growth Of Functional Beverages

September 3, 2019: 12:00 AM EST
About 25 percent of American consumers are attempting to manage a medical condition through diet – the concept of “food as medicine.” That fact is reflected in the growing number of innovative beverages that deliver functional nutrients via a grab-and-go drink. Beverage companies are catering to strong consumer interest in antioxidants, digestive health, and the as yet unproven benefits of cannabidiol (CBD). Other functional ingredients companies are experimenting with include: mushrooms, the ashwagandha herb and other adaptogens, turmeric, ginger, prebiotic fibers, and probiotics. Companies active in functional drinks include: Mamma Chia (Chia Prebiotic Squeeze and Chia Energy Squeeze); Remedy Organics (Golden Mind with omega-3 fatty acids and adaptogenic herbs); Kiito Inc. (plant protein drinks for keto dieters); Kitu Life Inc. (Super Espresso with caffeine, whey protein concentrate, and coconut MCT oil); Uptime Energy Inc. (L-theanine-based energy drink); Jade Leaf Matcha (tea latte in four functional formulations); and Dona Chai (carbonated beverages with functional ingredients).[Image Credit: © OLIPOP]
Donna Berry, "Collagen, mushrooms trending in functional beverages", Food Business News, September 03, 2019, © SOSLAND PUBLISHING COMPANY
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