As functional benefits become increasingly important to consumers, manufacturers have been quick to work these claims into their products. Coffee has seen notable development in this area, as it already provides energy through caffeine and offers fertile ground for additional functional claims. 

 Nabisco’s Ritz brand has been particularly innovative in launching product extensions that build from the iconic Ritz cracker format. 

 The Republic of Tea has launched Unrefined Cane Sweetener, which is a natural product extension from tea, as the sweetener is marketed as an ideal accompaniment to the brand’s tea products.  

 Although sports recovery drinks have gained ground, they are still somewhat rare, and Gatorade has been the only large brand to include the recovery claim in its products. 

 Beverages that tout relaxation benefits, although still somewhat niche, are gaining ground. More and more manufacturers are introducing products in various formats and with ingredients known for their relaxing properties.  

Sustainability has become a mainstream cause in America only recently, as a result of heightened media attention and increased consumer awareness of issues, including global warming, pollution and food safety.

Planters has launched NUT-rition Heart Healthy Bars, which feature a formulation created specifically to benefit heart health.

Harcos Laboratories’ new launch, Blood Energy Potion, combines novelty and function in a high-power energy shot.