Weight control beverages on the shelves

August 2, 2010

As consumers become more realistic about weight-related products, beverage companies are offering products that are formulated with ingredients for weight management benefits. Lifestyle Beverages Inc., Syosset, N.Y., reformulated its functional bottled water, Trimwater. The product is positioned for weight control and contains a patent-pending formulation featuring caffeine, glucosamine hydrochloride and chromium picolinate, says David Sackler, founder and chief executive officer of the company. Trimwater is available in Pomegranate-Cranberry, Peach-Mango, Lemon-Citrus, Black Cherry-Blackberry, Raspberry-Vanilla and Passionfruit-Berry.

Trimwater recently announced a partnership with Wilhelmina Models, an international model and talent agency. The Wilhelmina Models logo was added to Trimwater’s packaging along with the designation that Trimwater is provided to the agency’s clients, models, athletes, celebrities and agents to help maintain a healthy lifestyle, Sackler says.

A healthy lifestyle also is the focus for CalNaturale Svelte, a line of all-natural sustained energy protein drinks. The beverages, made by California Natural Products, Anaheim, Calif., contain 16 grams of protein, are a good source of fiber and low in sugar. Available in Chocolate, French Vanilla, Cappuccino and Spiced Chai flavors, the beverages also contain complex carbohydrates, which metabolize over a longer period than simple sugars and provide steady, sustained energy, says Clark Driftmier, vice president of marketing and sales for CalNaturale Svelte.

Fiber also is a prominent ingredient in appetite-suppressing beverage UnderWay from Better Health Beverage LLC, Boca Raton, Fla. The beverage contains HeroFiber, a blend of fiber featuring ForteFiber that was created by bariatric physician Dr. Sasson Moulavi. UnderWay is available in Acai-Pomegranate, Grape and Orange varieties.

Beverage companies also offer beverages with purported calorie- and fat-burning ingredients. Celsius Holdings Inc., Delray Beach, Fla., offers a lineup of ready-to-drink and powdered mixes featuring its proprietary MetaPlus blend of scientifically validated ingredients, the company says. MetaPlus includes green tea with EGCG, ginger, caffeine, calcium, chromium, B vitamins and vitamin C. In addition, Celsius is hosting an Ultimate Workout Challenge summer campaign featuring actor Mario Lopez. Consumers can upload video clips of their favorite ultimate workouts online and view select recipes from Lopez’s book “Extra Lean.”

Also containing fat-burning and energy-enhancing technology, is the range of Redline Energy and Meltdown RTD products available from VPX Sports, Weston, Fla. Redline Energy induces a shivering response, which releases stored body fat in an attempt to bring body temperature back to normal, the company says. The drink is available in Triple Berry, Mandarin Orange, Grape, Peach Mango and Lime flavors in 8-ounce packages, which contain two servings of the beverage.

VPX’s Meltdown Fat Assault RTD drink aims to increase metabolism, the company says. Meltdown is available in 8-ounce bottles in Watermelon, Exotic Fruit and Peach Mango flavors and as a shot in Watermelon and Exotic Fruit flavors.

With awareness spreading about the obesity epidemic, weight management beverages are a category that’s poised for growth, Lifestyle Beverages’ Sackler says.

“I really believe that the next year is going to see significant growth,” he says. “I think over the next 5 to 7 years as the obesity issue continues to become more relevant, and it certainly has, weight control toward adults and healthier lifestyles for youth is going to be a super-category in and of itself. Everything seems to point that way, it’s becoming a national mission.”

For more on Weight Management trends, read Beverage Industry's Beverage R&D article on Weight Management Ingredients.