Best New Products of 2007
This year welcomed the
launch of several new beverage chartbusters.
These leaders helped rejuvenate categories that
needed a lift and expand categories that already were growing. In
addition to hitting store shelves in 2007, the following beverages set
trends, advanced beverage categories or simply captured
All that juice
As of Nov. 20, the juice category saw nearly 200 new
product launches in 2007, which will keep the category on par with the
number of releases it saw last year, according to Mintel’s Global New
Products Database, Chicago. What is different about the launches this year
are the fortifications and target consumers, instead of the flavor
extensions and low-calorie options released during the past few years.
Leading the innovation this year in the juice category
is PepsiCo’s Naked Juice Probiotic, Nestlé’s Juicy Juice
Harvest Surprise, The Coca-Cola Co.’s Minute Maid Enhanced Juices and
Frutzzo Natural Juice LLC’s Frutzzo Yumberry.
In September, Naked Juice released Naked Juice Probiotic, a 100 percent juice smoothie that is
one of the first juices containing probiotics. Consistent with Naked
Juice’s other juices and smoothies, the all-natural, no-preservative
and no-sugar-added drink also has the added benefits of probiotics and
prebiotics. Tropical Mango Naked Juice Probiotic is a five-juice blend,
including mango, orange and pineapple, that contains bifidobacterium, which
aids in digestive and immune health. The product also contains prebiotics
to stimulate the good bacteria that already are in the digestive tract.
Packaged in a 10-ounce container instead of the typical 15.2-ounce Naked
Juice bottle, Naked Juice Probiotic is sized for its probiotic content, and
provides two servings of fruit in each bottle.
“What we’ve done at Naked Juice is
developed and brought to market the first 100 percent juice product with a
probiotic and a prebiotic in it,” Adam Carr, Naked Juice Co.’s
general manager, told Beverage Industry in its October issue.
Targeting children’s nutrition needs and making it easier for parents to sneak fruits and vegetables
into their kids’ diets, Nestlé USA released Nestlé
Juicy Juice Harvest Surprise, a 100 percent fruit and vegetable juice. An
8-ounce glass of Harvest Surprise provides two combined servings of fruits
and vegetables (two-thirds servings of vegetables and one and one-third
servings of fruit). Available in three flavors — Orange Mango, Grape
and Tropical — each variety is made with fruits and vegetables such
as carrots, sweet potatoes, grapes, mangos, pears and apples. In addition,
Harvest Surprise provides 120 percent of the daily value of vitamin C.
Also targeting specific health needs, Coca-Cola North
America developed Minute Maid Enhanced Juices, a line of 100 percent juices
and juice blends that offer functional health benefits. The Minute Maid
Enhanced Juice line includes the recently introduced Minute Maid
Pomegranate Blueberry, enhanced with 50 mg. of Martek Biosciences
Corp.’s life’sDHA Omega-3/DHA per 8-ounce serving, as well as
choline and vitamins E, C and B12. The line also features Minute Maid
Multi-Vitamin, containing 16 vitamins and minerals; Minute Maid Active,
offering 750 mg. of glucosamine HC1; and Minute Maid Heart Wise. Minute
Maid Enhanced Juices are offered in 59-ounce PET bottles featuring a
contemporary design and easy-pour side grip.
Introducing a new superfruit to the market, Frutzzo
Natural Juice LLC released Frutzzo Yumberry juice and juice blends that are
high in vitamins, minerals, fiber and nutrients. The yumberry is a
sub-tropical fruit that is rich in oligomeric proanthocyanidins (OPCs),
antioxidants that help boost the immune system, protect the body against
internal and environmental stresses and defend against cardiovascular and
other degenerative diseases and premature aging, Frutzzo says.
The ruby colored 100 percent juice contains no
preservatives, added sugars or colors. Packaged in 12-ounce glass bottles,
the line is available in natural and organic varieties. The natural
offerings are 100 percent Yumberry, Yumberry Pomegranate, Yumberry
Blueberry and Yumberry Cherry, and the three organic options are 100
percent Yumberry, Yumberry Pomegranate and Yumberry Blueberry.
Invigorating diet cola
Carbonated soft drinks, or sparkling beverages if you
will, saw the most innovative release on their lighter side.
Diet Pepsi Max
Pepsi-Cola North America,
Bolder moves for beer
Intending to wake people up, Pepsi-Cola North America
debuted Diet Pepsi Max, a zero-calorie cola with extra caffeine and a touch
of ginseng. The value-added formulation is specially designed for 25- to
34-year-old diet drinkers, as well as “transitioners” —
those making the switch from regular colas to diets — to help get
them through the day. Diet Pepsi Max is sweetened with a blend of aspartame
and acesulfame potassium. Available in 20-ounce bottles, 2-liter bottles
and 12-packs of 12-ounce cans, Diet Pepsi Max hit stores nationwide in
|NEW PRODUCT INTRODUCTIONS BY CATEGORY
|CATEGORY|| SKUS YTD
|Carbonated Soft Drinks
|Fruit/Flavored Still Drinks
|Juice & Nectars
|Malt & Other Hot Beverages
|Meal Replacements & Other Drinks
|RTD Coffee & Tea
|Source: Mintel Global New Products Database
Aiming to heat up domestic
beer sales, Miller put a “Chill” in the air with the launch of
Miller Chill. An alternative in light beers, Miller Chill is based on the
Mexican chelada. This American take on the Mexican specialty is a light
beer with a hint of lime and salt that is formulated to pair well with
spicy and flavorful foods.
Miller Brewing President and Chief Executive Officer
Tom Long at The National Beer Wholesalers Association’s 70th Annual
Convention and Trade show in Las Vegas said Miller Chill sold more than 5
million cases during its first seven months on the market. The product
touches on three major trends — light
products, premiumization and “Latinization” — and the
need for faster, bolder moves by brand owners, he said. The company moved
up its launch of Chill a full year when it realized its potential, and put
aside fears that the product might be too seasonal or skewed too much to
women. Long said the product's refreshing flavor profile and new consumer
appeal were essential to its success.
Alternative health and
This year, consumers still are calling for healthier
options and also selecting products with additional energy. With caffeine
levels comparable to a cup of coffee, Organic Guayakí Yerba Mate
Fusions offer energy by maté’s natural stimulates theobromines
and theophyllines. Guayakí Yerba Mate
Fusions line of Pure Endurance, Pure Passion and Pure Mind Fusions provide
a boost of nutrition and benefits from several herbs that are blended with
organic fruit juices and other organic ingredients. Pure Endurance is said
to provide sustained energy due to an infusion of yerba maté,
ginseng and electrolytes from Himalayan salt blended with tangerine juice
and acerola juice. Pure Passion awakens libidos with an infusion of yerba
maté, damiana and catuaba blended with passion fruit juice, the
company says. Pure Mind encourages clear brain function with yerba
maté, gingko biloba and tulsi blended with pomegranate juice.
Organic Guayakí Yerba Mate Fusions
Guayakí, Sebastopol, Calif.
reinvigorated the enhanced bottled water selection too. Several new
products and line extensions entered the market this year, but Coca-Cola
North America’s Dasani Plus and Tropicana Squeeze stand out in the
field with vitamin-enhanced and low-calorie offerings.
Coca-Cola North America extended its Dasani brand with
Dasani Plus. The vitamin-enhanced flavored water beverages come in three
varieties: Refresh + Revive, Cleanse + Restore and Defend + Protect.
Refresh + Revive is Kiwi Strawberry flavored, and has 10 percent of the
recommended daily intake (RDI) per serving of vitamins B3, B6 and B12.
Cleanse + Restore is Pomegranate Blackberry flavored and contains 10
percent of the RDI per serving of vitamins E, B3, B6 and B12, plus 1 gram
of fiber. Defend + Protect is Orange Tangerine flavored, and provides 10
percent of the RDI per serving of vitamin E and zinc.
PepsiCo sweetened its new water line with a little
Tropicana fruit juice. Each 8-ounce serving of Tropicana Fruit Squeeze
contains 20 calories, creating a low-calorie beverage that hopes to help
consumers reach the recommended goal of drinking nine to 13 glasses of
water per day. Fruit Squeeze is offered in four flavors: Summer Lemon,
Tropical Tangerine, Lime Raspberry and Pink Grapefruit.
A new take on coffee
Ready-to-drink coffees received a new entry from a
national coffee store chain and Coca-Cola in 2007, while an energy drink
brand offered a java-flavored fix.
Coca-Cola North America and Caribou Coffee launched a
line of premium ready-to-drink iced coffees in cities in the Midwest and
Southeast. The line stands apart from other iced coffees with a light
profile vs. others in the category that are more heavily dairy based.
Caribou Iced Coffee is available in three flavors
— Regular, Espresso and Vanilla — and is packaged in 12-ounce
reclosable Alumi-Tek aluminum bottles from Ball Corp. The products
initially are available in convenience stores and other retails outlets,
and in Caribou Coffee shops.
Monster Beverage Co., part of Hansen Beverage Co.,
rolled out Java Monster. Positioned for RTD coffee lovers who would prefer
an edgier product, Java Monster delivers the taste of coffee with the same
energy formula as Monster Energy drink. Packaged in 15-ounce cans, Java
Monster is available in Loca Moca, Mean Bean and Big Black.
Hydration plays a key role in the sports drink
category, and Arizona Beverages’ Hypotonic Performance Sports Drink
offers a unique introduction to the segment. Additionally, while the
release of new energy drinks has slowed, distinction in the category is
still important with many players. Del Monte Foods’ Bloom Energy
found its niche by focusing on women.
Hypotonic Performance Sports Drink
Arizona Beverages, Lake Success, N.Y.
Arizona Beverages and
tennis superstar Andy Roddick teamed up to create Hypotonic Performance
Sports Drink. Hypotonic Performance’s formula increases the rate of
fluid absorption by the body’s cells, the company says. The sports
drink is fortified with calcium, magnesium, potassium, vitamins A and E and
amino acids. Hypotonic Performance is packaged in 20-ounce PET bottles with
graphics depicting Andy Roddick on the label. The drink initially launched
in New York, Florida and Chicago.
Del Monte Foods debuted its first energy drink, Bloom
Energy, which is formulated for women. The drink contains fruit juice, is
lightly carbonated and is available in Wild Berry, Cran Raspberry and Mango
Passionfruit flavors. A 10.5-ounce can contains 100 calories, and offers a
full serving of fruit, as well as vitamins and nutrients, including
calcium, vitamin C and D, and five B vitamins. Bloom Energy is caffeinated
with white tea extract.
New product introductions for the tea category have
slowed this year compared to last, but companies are still taking time to
rejuvenate their lines and introduce entire new lines geared toward the
Ito En entered into a partnership with Andrew Weil, a
pioneer in integrative medicine, to develop a line of tea beverages, which
include ready-to-drink teas, loose-leaf teas, matcha green teas and
turmeric tea. Ito En was the first company to offer an RTD form of
turmeric, a drink that follows in the cultural traditions of Okinawa, a
Japanese island known for the longevity of its residents.
The brand’s mantra is “InTeagrate your
life!,” which calls consumers to incorporate the benefits of tea into
daily health regimes, the company says. The ready-to-drink teas in 245-ml.
cans are available in Turmeric, Green White, Gyokuro, Jasmine White and
Darjeeling. The tea bags are offered in Sencha with Matcha, Jasmine Green
Tea, Genmaimatcha and Darjeeling. The loose leaf teas include White Peony,
Jasmine Pearl, Sencha with Matcha, Genmaimatcha and Matcha varieties.
Sencha and Genmaimatcha also are presented in loose leaf tea packs.
The Pepsi-Lipton Tea Partnership rebranded its Lipton
Original line, as Lipton PureLeaf. With all-natural ingredients, new
packaging and updated graphics, Lipton PureLeaf contains no artificial
flavors or colors.
“Consumers have told us how important it is that
their tea is pure, straight from the leaf, as nature intended,” said
Stacy Reichert, vice president and general manager, Pepsi-Lipton Tea
Partner-ship, in a statement.
The regular versions are sweetened with sugar, and the
two diet varieties are sweetened with sucralose. The 11 varieties are
available in Green, White and Black teas, including Green Tea with Honey,
White Tea with Tangerine, Black Tea Sweetened, Black Tea Unsweetened, Black
Tea with Lemon and Black Tea with Raspberry, and are packaged in 16-ounce
Snapple Black and Red Teas
Rye Brook, N.Y.
Additionally, Cadbury Schweppes Americas Beverages
revamped its tea lines this year with the launch of Snapple Classic Black
Teas and Snapple Red Teas. The new varieties join Snapple White and Green
Teas, which were launched in 2006, and offer an organized platform of tea
varieties for consumers. The Classic Black Teas feature traditional hot tea
flavors such as English Breakfast, Earl Grey and Orange Pekoe for
traditional tea enthusiasts. Made with brewed tea and lightly sweetened
with sugar, the black tea blends contain 35 to 40 calories per serving and
offer antioxidants. Snapple Red Teas are naturally caffeine-free teas that
contain antioxidants and vitamin C. Made from the Rooibos plant found only
in South Africa, Rooibos is an herbal tea that is sweeter and fruitier than
black or green tea. Rooibos, which is Afrikaans for red bush, develops its
signature red color during the fermentation process, when the leaves of the
plant oxidize. Snapple Red Teas are available in Acai Mixed Berry, Peach
Pomegranate and Mandarin Tangerine.