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20 Key Case Studies in Functional and Health-Enhancing Beverages 2010

Published by: New Nutrition Business

Published: Jan. 1, 2010 - 133 Pages


Table of Contents


Executive Summary

Part I

Seven strategies to increase your chances of success

Part II: Case studies

Heart health

1.Embodi

2.Pom Wonderful

3.Sirco

Weight management

4.Enviga

5.Skinny Water

6.Hint Water

Energy shots

7.US market for energy shots

8.UK market for energy shots

9.Emminent

Sports water

10.Coconut water

11.All Sport

12.US sports gels

Digestive health

13.ProViva

14.GoodBelly

15.PlumSmart Juice

Protein beverages

16.Whole Water

17.Special K Protein Drinks

18.Muscle Milk

Joints

19.Elations

Grains

20.Froose

Abstract

What makes some functional and health-enhancing brands succeed and what makes others fail?

This report tackles this question using 20 case studies of beverage brands addressing a range of benefits - energy, joint health, sports beverages, protein boosting, digestive health, weight management and heart health.

Each case study gives our usual independent and opinionated analysis, based on interviews with executives at all of the companies concerned, as well as independent beverage industry experts.

The strategies that successful beverage brands use are summarized in a concise 9-page introduction.

Each case study addresses:
  • what ingredients and benefits resonate with consumers in beverages and why
  • what the risks and rewards are for innovating in beverage formats and in packaging
  • nutrition profiles
  • marketing communications strategy
  • pricing strategies (and why some brands are able to earn premium prices)
  • which consumers buy them and why
  • All the case studies are supported with supermarket sales data.
Case studies include:
  • Embodi
  • Coconut water
  • Pom Wonderful
  • Whole Water
  • Sirco
  • Special K Protein Drink
  • Enviga
  • Muscle Milk
  • Skinny Water
  • Elations


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