Beverages, like all product categories in the U.S. market, have had a bit of an up-and-down time in recent years, at least in terms of new product introductions. In non-alcoholic beverages, the U.S. market experienced a significant drop in new product introductions in 2009.
Nestlé S.A. and The Coca-Cola Company agreed to focus the geographic scope of their ready-to-drink tea joint venture, Beverage Partners Worldwide (BPW), on Europe and Canada.
Beverages, particularly energy drinks, enhanced waters and RTD teas, are taking various approaches in promotions, ingredients and even processing to set themselves apart.
Coffee is the most popular hot beverage in the U.S. and the second-most popular hot drink in the world. Translating this success into ready-to-drink (RTD) cold coffee drinks has had checkered success in the marketplace.
Recently, coffee drink manufacturers have entered the energy market with enhanced formulations, such as Starbucks’ Coffee Double Shot, a ready-to-drink, shot-sized coffee drink with a double dose of caffeine.
The functional beverages category is a continuing success story, and the credible health benefits of protein are placed to become part of that success.
