Naked Juice brings probiotics to functional juice

By Clarisse Douaud

- Last updated on GMT

Related tags Kefir Yoghurt Food and drink

Californian beverage manufacturer Naked Juice is taking a page from
dairy's book and introducing probiotics to the functional juice
category.

Probiotics have already entered the functional beverage category via the dairy aisle, but now Naked Juice will market a whole new premium juice drink with active culture ingredient bifidobacterium​. Available nationally this month, Probiotic Tropical Mango is a juice smoothie that will be marketed for the support of digestive and immune health. The product represents what could be the crossing of two trends: functional beverages and probiotics. Functional beverages are a huge driving force in the entire functional food and beverage category, with energy drinks and enhanced waters now leading the way. According to a new Mintel report on functional beverages, functional juices have lost out to other categories of functional beverages. However, Naked Juice differentiates itself as marketing a more upmarket product. "We remain focused on delivering breakthrough innovation in the super-premium juice category for our devotees,"​ said Naked Juice general manager Adam Carr. And innovative ingredients like probiotics may just be the way to makeover the functional juice category. Among other things, probiotics are hailed for their potential to supporting optimal digestive functioning. They have long been popular in Europe, buy have only recently begun to make waves in the US, thanks in part to a heavy marketing initiative carried out by French dairy giant Danone. Friendly bacteria is becoming more and more prevalent in functional foods on mainstream shelves. Probiotic drinks and yoghurts are leading functional food and drink market growth, according to a recent report Datamonitor. This growing popularity of probiotic drinks and yoghurts has led to advertising campaigns such as those for Danone's Activia line. Since Activia yogurt's launch in January 2006, it has surpassed the $100m mark in US retail grocery sales. Based on this success, the dairy giant recently launched three new probiotic-delivering products for the US market: Activia Light nonfat yogurt, DanActive dairy drink and Danimals with Lactobacillus GG( LGG).

Related news

Show more

Related products

show more

Whitepaper: Discover a new era in postbiotics

Whitepaper: Discover a new era in postbiotics

Content provided by DSM Nutritional Products | 28-Nov-2023 | White Paper

Postbiotic ingredients are set to open up a world of opportunities across the human health and nutrition industry, fueled by developing science demonstrating...

Taking Immune Support to a New Level

Taking Immune Support to a New Level

Content provided by AB Biotek Human Nutrition & Health | 30-Oct-2023 | White Paper

Patent-pending ABB C1® redefines immune support by addressing innate, acquired, and Trained Immunity. In 'ABB C1®: Training Now for Future Immune...

Related suppliers

Follow us

Products

View more

Webinars