Beverages are not just for quenching thirst anymore. Nowadays in the beverage aisle you can find drinks that claim to enhance memory, provide resistance against a cold, or increase energy. The beverage category is flooded with sports drinks and nutraceuticals touting health benefits. While sports drinks are designed to replenish electrolytes, nutraceuticals are meant to address a broad range of health issues. "We mainly see the sports drinks purchased as after-exercise beverages," says ...

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