Natural Product Development

Beverage fortification is hardly new; the industry has been adding vitamins A and D to milk for generations, and its been years since orange juice began surpassing milk—for some consumers, at least—as a primary source of calcium. But now that traditional vitamins and minerals are a given in good-for-you drinks, consumers want more; they are looking for nutrition that goes above and beyond the status quo—be it extra nutrition or condition-specific benefits. Takeaways include: *Consumers are still sweet on sports-related beverages, but they're fed up with their typical sugar-laden lineup *Beverage fortification is hardly new, but consumers are looking beyond the basics to extra nutrition or add benefits *The difference, assuming there is one, between functional and fortified beverages