Nutritional Outlook

Nutritional Outlook, June 2018

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■ NUTRITIONAL OUTLOOK 48 JUNE 2018 C onsumer products of ering in- creased, longer-lasting energy are evolving. While those featuring re- f ned sugars, large doses of caf eine, preser- vatives like benzoates and propionates, and the amino acid taurine remain popular, con- sumers are also increasingly asking for health- ier, cleaner, more-natural energy-conferring foods, beverages, and supplements. In fact, Mintel noted in a 2017 report that by mid- 2016, introductions of energy drinks bearing an "organic" claim, in particular, had reached a record high. By July 2016, 6% of global energy-drink launches for the year bore the "organic" claim. "T e rise in organic launches comes as consumers show strong interest in more natural energy drinks," the report states. "In- deed, one in four (26%) U.S. consumers say they would be more comfortable drinking energy drinks or shots made with all-natural ingredients," the authors wrote. "T e rise in global organic energy-drink of erings illus- trates how the sector is attempting to appeal to a broader audience by conveying a more natural image." "For the foreseeable future, brands will remain under pressure to reformulate with better-for-you ingredients," they concluded. T at future is here, and the current "clean" trend in foods, beverages, and supplements remains strong and inf uential—but which ingredients are viewed as "clean" in the ener- gy products market? According to suppliers and their customers, "clean" refers primarily to four types of ingredients: 1) caf eine from "pure," natural, and organic sources; 2) bo- tanicals and their extracts; 3) low-glycemic sweeteners; and 4) slow-release, recognizable carbohydrates. The Rise of "Clean Caffeine" As the stimulant identif ed in cof ee, black and green teas, and chocolate, tradition- al caf eine has long been a player in the energy-ingredient f eld. What's new to the game is what suppliers and brands alike call "clean caf eine." Caf eine sourc- es considered "clean" include yerba mate, whole cof ee fruit, organic roasted cof ee beans plus medium-chain triglycerides (MCTs), and guayusa. T e following prod- ucts represent some developments in the clean-caf eine market. Yerba Mate and Green Cof ee Bean Mamma Chia brand founder and CEO, Janie Hof man, def nes her energy drinks' "clean caf eine" as "the naturally occurring, organic energy sources of our organic yerba mate and organic green cof ee bean. It is devoid of any In Search of Clean Energy Conventional energy drinks, snacks, and supplements remain popular, but "cleaner," "more natural" versions are occupying a greater portion of new product launches. BY MAUREEN KINGSLEY Energy EKATERINA IATCENKO/SHUTTERSTOCK

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