Potency loss among water-soluble vitamins has long been an issue for beverage manufacturers seeking to add a vitamin boost to their drink. Simply put, as these vitamins sit in water or are exposed to moisture, they begin losing their effectiveness.
A Nutrition Business Journal report titled "Consumer Research in the Nutrition Industry II," concludes consumers are ill-informed about nutritional science, brands and regulations, making them easy prey for misconceptions and misinformation.
