Cap Releases Vitamins
Rising Beverage Co., Los Angeles, Calif., recently rolled out Activate functional drinks in test market. The bottled product features a unique cap that releases ingredients into the liquid. The functional ingredients—including vitamins and herbs—are stored as a powder in a moisture-resistant chamber inside the cap. When the user twists the cap, a small plastic blade cuts the seal and releases the ingredients into the water below. Combining the ingredients and water at the point of consumption avoids the problem of vitamins, minerals, and antioxidants losing their potency in beverages during distribution and storage. The product comes in four varieties and flavors—Vitamin = Fruit Punch, Immunity = Orange, Antioxidant = Berry, and Energy = Lemon lime—and contains Splenda (sucralose) sweetener and no preservatives. Each 16.9-oz bottle contains 5 calories and carries a suggested retail price of $2.29.
Kraft Foods, Glenview, Ill., has expanded its LiveActive brand with the addition of LiveActive cereals from Post and LiveActive On The Go Drink Mix from Crystal Light. The products contain a prebiotic fiber called inulin. Research suggests eating as little as 8 g of inulin/day can help promote the growth of beneficial bacteria already in the intestinal tract. The cereal comes in 2 varieties—Mixed Berry Crunch and Nut Harvest Crunch. Each one-cup serving contains 8 g of dietary fiber—4 g of which is soluble fiber. The drink mix comes in 2 flavors—Natural Mixed Berry and Natural Raspberry Peach. Each serving contains 3 g of dietary fiber, 10 calories, and 100% daily value of vitamin C.
“It’s time for Americans to get proactive about incorporating prebiotics and probiotics into their diet,” said Leslie Bonci, M.P.H., University of Pittsburgh Medical Center. “Nearly 75% of consumers prefer to get their prebiotics and probiotics from foods in their everyday diet than take a dietary supplement.”Keeping Fido Fit
Each 7.05-oz carton contains eight packs of 10 Doggie Paw treats, which are about the size of a quarter. Each treat is 10 calories with 0.2 g of fat. The individual packs promote portability, such as for car travel and walks, and assist in training and behavior control. The product is available at Wal-Mart, PetSmart, and Petco stores and carries a suggested retail price of $4.59.