Beverage innovation bubbles with cold brew options, functional carbonates and Gen-Z targeted juices

20 Jun 2022 --- Functionality and ease of consumption are still the name of the game when it comes to ready-to-drink beverages. In this space, Monster Energy has introduced a new medium roast cold brew variety, while Minute Maid is looking to refresh the juice market for Gen-Z.

Monster Energy’s Java Monster Cold Brew is infused with nitrous oxide to give it a rich and creamy mouthfeel. The brand hail it as a nitro cold brew with a full-bodied flavor without the acidic bite of traditional iced coffee.

The sweetness comes from the nitrous (N2) bubbles that add “that special taste”. The “sweet, but not too sweet” drink contains 200 mg of caffeine and comes in two flavors – Latte and Sweet Black. Both flavors are a medium roast with zero added sugar and reduced fat milk.

Meanwhile, Monster Energy’s functional drinks line Rehab Monster has unveiled a variety flavored with a popular summertime staple, watermelon. The drink also contains added functional benefits to restore energy and overcome fatigue.

“Functionality has been one of the most important drivers to innovation in the beverages market for the past decade,” comments Dan McHugh, Monster Energy CMO. Health-haloed drinks have indeed been a focal point of NPD this year, with companies rolling out a plethora of probiotic options and even “sporty” alternatives for classic alcoholic beverages like beer.

Rehab Monster comprises electrolytes (Na + K + Ca + Mg); coconut water; vitamins (B3, B5, B6 and B12); and antioxidant botanicals like milk thistle and quercetin.

Monster Energy’s Java Monster Cold Brew is infused with nitrous oxide to give it a rich and creamy mouthfeel (Credit: Monster Energy).Refreshing the Gen-Z juice space
Coca-Cola is looking to “fill a void for Gen Z” in the juice category, which is in need of “diverse, adventurous options.”

The beverage giant’s Minute Maid brand is looking to refresh the juice drink market with the launch of Aguas Frescas, with efforts to promote its new drink slogan “Refreshing AF” to target Gen-Z consumers.

The drink contains 150 mg of caffeine with 25 calories per can and less than 5 g of sugar.

The beverage giant’s Minute Maid brand wants to refresh the juice drink market with the launch of Aguas Frescas, with efforts to promote its new drink slogan “Refreshing AF” to target Gen-Z consumers. 

“The juice drinks category is growing aggressively overall, but losing traction with younger consumers,” concedes Jorge Luzio, group director, Minute Maid. 

“We need to reinvigorate our connection with this next generation, who are seeking authentic, unique and unexpected experiences. With Minute Maid Aguas Frescas, we’re shaking things up in a big way,” he says. 

A multi-generational Latin tradition, Aguas frescas are fruit-based waters with a strong multicultural following. Minute Maid’s Latin American-inspired, non-carbonated beverage is made with fruit juices and natural flavors.

Minute Maid Aguas Frescas is available in Hibiscus, Mango and Strawberry. Two additional flavors, Limonada and Strawberry Limon, are available on Coca-Cola Freestyle fountain dispensers.

Trends in flavors for soft drinksMinute Maid brand is looking to refresh the juice drink market with the launch of Aguas Frescas (Credit: Minute Maid).
Traditional favorite flavors of orange, lemon, cola and lemonade continue to lead flavor use for NPD worldwide, although preferences do vary by region, Hector Parra, senior consumer and market analyst at Innova Market Insights, tells FoodIngredientsFirst.

“There is a move to a wider range of flavors, however, including exotic fruits such as mango, pineapple and guava, as well as more herbs and spices, led by mint and ginger, and floral extracts such as elderflower. On-trend flavors also include hemp, coffee and various desserts.”

According to Innova Market Insights data, Europe is the top region for both soft drinks category and carbonates launches during the period of January to December 2021. “Europe accounts for 39% share of the soft drinks category and 41% share of carbonated NPD,” notes Parra.

Asia was tipped as the largest region for soft drinks sales value in 2021 with a 30% market share, closely followed by Europe, he adds.

“Although now closely challenged by vegan claims, sugar and calorie content continue to be the leading claims for NPD in the region, and also with very similar shares. The sugar-free claim led in the second half of 2021 in Europe with 19.5%, just ahead of the low/no/reduced calorie positioning (19.2%). This is reflected in ongoing activity in zero, low and light products in Europe.”

In Latin America, low and light options, including so-called zero versions are popular.  

“Low/no/reduced calorie was the leading claim for launches in Latin America in 2021 at 22%. Meanwhile concerns over sugar intake are increasingly reflected by the sugar-free claim as the number two positioning (19%), and reduced sugar at fourth (10%). There is also ongoing interest in the use of low/no/reduced sodium claims, in third place overall (14%).”

By Benjamin Ferrer

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