In the 1997 rock song “A Change Will Do You Good,” multi-Grammy award-winning artist Sheryl Crow sings about the importance of change. With an increased emphasis on health and wellness, the vibe in the beverage industry also speaks to the importance of “changing it up” by manufacturing products with functional ingredients, including the immune-boosting power of antioxidants.
John Sauve, vice present of marketing at Artemis International, Fort Wayne, Ind., notes the widespread “antioxidant acceptance” permeating the market. “When a beverage brand like Bai brings the science-based world of antioxidants and free radicals to the retail and consumer forefront … and then gets Justin Timberlake in the game, you know there is something going on.