Consumers’ concerns about general health and wellness have not waned and there continues to be a plethora of new healthful food and beverages available. However, the latest trend in consumer packaged goods is ingestibles that are engineered and formulated to deliver a targeted functional benefit such as eye health or skin and nail health.
Radiate Beauty: Consumers continually look for the fountain of youth and manufacturers are creating elixirs to meet the demand. For example, Empress’ Secret Glow is formulated with jujube dates, goji berry, dragon fruit, lotus seed and ginseng. According to the company, the beverage is meant to help regulate hormone balance, reduce stress, calm the nervous system, boost immunity and vitality. The makers of Verve Energy, introduced Vemma Renew, which is formulated with 2 ounces of Verve as well as 20 mg of plant-sourced silica that is said to help maintain healthy skin, nails and hair. Similarly, 2T Biotin Water®, which is based on Biotin (B7), was developed to promote hair, skin and nail health. It’s available in Mango Peach and Pomegranate variants. Formulated “to help cleanse and purify your body better than water alone,” Ocean Spray’s new PACt
Eye to Eye: Eye health is coming into focus. Doctor-formulated Ojo Fortified Eye Care Nectar pioneered the trend with the brand’s launch in 2011. Available in Mango Blackcurrant, Orange Cranberry, and Peach Blueberry flavors, the beverages are said to contain ingredients that were clinically shown by the National Eye Institute’s Age-Related Eye Disease Study to promote eye health. This year, Fertin Pharma and DSM partnered to create Vision Gum, which contains lutein, zinc and vitamins A, B2 and E.
Mood Food: Products that target the brains’ functionality and consumers’ moods continue to emerge. Developed by a brain scientist, Life Foods and Power Brands collaborated to launch Kolé, which is a dietary supplement said to optimize brain functionality. Happy is formulated to enhance a positive mood; Dreams was developed to induce a restful sleep and alleviate jet lag while Alive was designed to increase mental focus and alertness. OrganicMe features four certified USDA organic, 100% natural beverages. EnergizeMe highlights a berry pomegranate acai flavor with yerba mate and guarana. FocusMe is citrus berry with L-theanine from green tea to enhance mental clarity. CalmMe has a berry lemonade flavor and uses ancient herbal ingredients while SleepMe is blackberry vanilla and contains a proprietary blend of chamomile, valerian root extract, and L-theanine.
Give Immunity: Products in a variety of applications are being formulated to boost the immune system. Immuno-Gum is a notable newcomer, which is offered in Mint, Mixed Berry and Citrus flavors. Known to support the immune system, the gum is formulated with zinc, vitamin C, elderberry, Siberian ginseng, astragalus, and echinacea ingredients. The Citrus variant is a vitamin C only gum. Using a proprietary process, the Alkalize Energy Probiotics Water is formulated to “activate beneficial substances that support and boost the immune system against ineffective agents like yeast overgrowths, viral and bad bacteria components, mold and fungus.”
Ingestibles formulated with functional ingredients will continue to launch as consumers seek foods and beverages with benefits.