Pierce Hollingsworth

The functional beverage market has been pouring it on for the past several years. Double-digit growth for sports, New Age, fortified, dairy, and other alternative drinks has far outpaced the beverage category as a whole and led all other functional food segments. Last year, the market in the United States for all noncarbonated soft drinks was $13 billion.Functional Beverage Juggernaut Faces Tighter Regulations

Propelling this wave of popularity is a two-prong marketing thrust that promotes an edgy, active lifestyle and myriad health benefits of added …

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