Functional beverages rise to spotlight as better-for-you catches on
01 Nov 2022 | Gat Foods
Hila Bentman talks about functional beverages and how they are gaining in the alcoholic drinks space. Non-alcohol and low-alcohol alternatives are trending as health-prone consumers search for the highs of alcohol but without unwanted side effects. According to Innova Market Insights, 65% of millennials already consume sports and functional drinks at least once a week.
I mark food ingredients first, and I'm here with the marketing manager of Foods.
So what new developments is G Foods working on on beverages?
So in fact we are a relatively established company in the beverage industry processing fruits, mainly citrus and pomegranate.
Nowadays we have acquired a Turkish company called Targid which provides more solutions for the food beverage industry such as peach, apple, strawberry, cherry, etc.
So this is the commodity side we are developing quite novel.
Footy-based solutions.
It is part of our international activity.
All centralized in the core center, a newly established center.
These solutions relate mainly to functional ingredients.
One of them is terpin.
Can you explain terpin for those who don't know what it is?
Terpins in fact are very known molecules used in aromatherapy.
And Chinese medicine, herbal medicine for thousands of years, and recent research has proven its functionality in regards to different human systems, the endocannabiid system, the serotonin system, the GA system.
Are interacting with receptors within the body.
And having an effect of calm, focused, feeling good, just like alcohol, but without the downsides of alcohol.
Would you say that non-alcohol is trending now?
Yes, definitely non-alcoholic.
We started like everybody else with a mocktail concept that you can drink either virgin or not.
We are just having a happy hour, so this is all the hustle around.
But yes, terrapins do provide a solution.
Do provide a solution that gives you the same effect as alcohol but without the downsides, meaning you can have this silly smile and light buzz without having the headache.
But food is also working on alcoholic beverages as , right?
It's working on other functionalities, but on alcoholic beverages, alcoholic beverages.
So in fact this is a general concept.
Replacing alcohol or alcohol alternatives just like in the dairy field, in the meat field.
This is like non-alcoholic but having the same effect for 2023.
It's going to grow the trend or continue, I think it is just the beginning and there will be many facets to it.
Nowadays consumers understand that alcohol has its downsides, but there are Looking to have fun.
COVID has changed a lot of the, let's say the younger generation mindset, and they are looking for healthier alternatives.
You would say it's the healthier generation, the Gen Zers and millennials.
Definitely.
Unfortunately, I'm maybe older than this generation, but yes, we all do relate to that.
Do you feel that this generation also read more tags of the drinks and are more informed.
Of course this is why we base our ingredients on research and we publish everything we do.
This is crucial for anybody who would like to certify that anything that goes into our body is in fact healthier and good for us.
Thank you.
