NUTRACEUTICALS INVADING THE BEVERAGE AISLE

RICHARD TURCSIK

DALLAS -- Judging from the new products introduced at the InterBev '98 beverage convention here, retailers can expect a flood of "energizing" nutraceuticals in the beverage aisle next year, with ingredients like St. John's Wort and echinacea.

Among the products debuting last month at the beverage industry's biennial trade show were Hansen's Healthy Start -- a three stockkeeping unit line of nutraceuticals packaged in 46-ounce bottles. Flavors consist of DynaJuice, a "delicious blend of exotic juices"; Immune Juice, "aronia and cranberry with echinacea and zinc"; and Antiox Juice, a "blend of carrot and tropical fruit."

Anaheim, Calif.-based Hansen also introduced Hansen's functionals drinks, designed for health-conscious consumers, in Energy, Anti-ox, D-stress and Stamina varieties; as well as Hansen's Signature sodas, in Sarsaparilla, Vanilla Creme, Orange Creme and Ginger Beer flavors. They are packaged in brown glass bottles that look like clay jugs and will begin shipping in December.

Water Concepts, South Barrington, Ill., has created the "Smart Waters" category with a line of herb enhanced mineral waters, available in ReCALL, with Ginkgo biloba; Serenity, with St. John's wort; ReSIST, with echinacea; dENSITY, with calcium, and Ignite, with Siberian ginseng.

South Beach Beverage Co., Norwalk, Conn., launched a three SKU line of SoBe Essentials at InterBev. A light blend of green tea and natural flavors, SoBe Essentials are enhanced with herbs that are said to "energize the body, uplift the spirit and enlighten the mind." Just in time for the cold and flu season, SoBe has also introduced SoBe Lizard Blizzard -- a limited edition coconut flavored drink enhanced with Vitamin C, echinacea and zinc.

Osotspa Co., based in Bangkok, Thailand, plans to take a bite out of the energy drink market with its Shark Energy Drink dietary supplement that includes taurine, B-vitamins and natural caffeine among its ingredients. It promises to increase reaction time, improve concentration, add strength and improve stamina.

San Francisco-based New Jamaican Gold introduced gx POWER Natural Ultra Hi-Energy Drink at InterBev, which contains high concentrations of Panax ginseng, Siberian ginseng, guarana, gotu kola, ginger, taurine and Ginkgo biloba, and is packaged in 11.5-ounce gold cans.

Personal Health Development PhD Incorporated, Ventura, Calif., has introduced Think!, which it is billing as an "Interactive Soda." Think! is available in cola, root beer and citrus flavors that are infused with Ginkgo biloba, choline, gotu kola and Vitamin B12, and is being partnered with Think! sports nutrition bars. The company also debuted Golf Pro, a sports drink designed for golfers. Directions say: "For best results drink a bottle of Golf Pro Focus Formula 30 minutes prior to and/or during your golf game."

Consumers can also get an extra kick from Robust -- The Fatigue Fighter, which is manufactured by Robust International, League City, Texas, and replenishes six essential electrolytes and promises to reverse dehydration.

One of the more unusual products is Tzar's Kvas, a soft drink imported by the Prime Group, Concord, Ontario, made from different kinds of malt and rye bread crumbs. The drink has a light sweet-and-sour taste. It is available in lemon, honey, mint and apple flavors.

Wild Fruitz Beverages, Paterson, N.J., showcased its line of 100% natural sodas made with pure cane sugar and up to 38% fruit juice, without commonly used fillers, like white grape juice. The company also makes Nutz, a line of nut-flavored soft drinks in peanut, banana nut, hazelnut, coconut and pistachio flavors.