JavaFit Fortified Coffee

JavaFit in the News

noreply@blogger.com (Jose Antonio, Ph.D.) — Tue, 20 Jan 2009 12:17:00 +0000

Jan 20, 2009 (Datamonitor via COMTEX) -- The natural sweetener stevia has gained much attention in recent weeks after the US Food and Drug Administration approved the sweetener for use in foodstuffs. Following the approval, a number of manufacturers have introduced new stevia products, including Coca Cola and PepsiCo. As a result, the product can be expected to gain further exposure in 2009.
PepsiCo has launched the SoBe Lifewater Vitamin Enhanced Water beverage, a new line of soft drinks which contains an extract of the stevia leaf called PureVia, in the US. The extract is said to provide a sweet taste but without the calories of sugar, and is promoted on the fact that it is a natural product, unlike other available sugar substitutes. Now that stevia has official approval, PepsiCo is likely to include it in a rising number of new products.
PepsiCo rival Coca Cola has also released a new drink that contains an extract of stevia leaf in the US. Sprite Green Naturally Sweetened Soda contains a stevia leaf extract called Truvia. However, while the new SoBe line is said to contain no calories, Sprite Green is said to contain 50 calories per 8.5-ounce serving which, according to the company, is 50% fewer calories than regular soda.
Staying with the health theme, Javalution Coffee has launched the JavaFit Ready to Drink Latte, a line of functional, ready-to-drink coffee beverages, in the US. The line includes Diet Plus, Extreme, Focus and Immune varieties, which each claim to have a functional benefit. The Diet Plus variety, for example, is described as a lower calorie, lower fat, high powered blend that can help to suppress the appetite and support weight loss programs. Such products could help to reposition coffee, reversing its somewhat negative image to present it as a healthier beverage.
Meanwhile, Rubyy has launched an energy drink in the US under its company name. This is a premium style of energy drink that is presented in a distinctive black aluminum bottle. The drink is available in an orange flavor which contains the juice of various orange varieties including blood oranges, tangerines and Valencia oranges. The company claims that this provides the beverage with a superior taste. The energy drinks market is currently saturated with products, but this high-end launch could stand out from the crowd.
Over in Europe, more specifically Spain, Finland, Portugal, France, Italy, and Norway, PepsiCo is capitalizing on the popularity of mojito beverages with the launch of Pepsi Mojito. The mojito is a blend of mint and lime which has traditionally been used in alcoholic drinks. This version pairs lime and mint in a cola, in both diet and non-diet varieties, showing that the mojito flavor is moving into the soft drinks market.
Finally, a recent Japanese launch claims to feature a new type of super carrot. Ito En has introduced Ito En Kokusan 100 Yasai, a vegetable juice drink that is made with 12 types of selected vegetables. However, helping it to stand out from the crowd is the fact that the "connoisseur" carrots used in the drink are said to contain 1.5 times as much beta-carotene as normal carrots. The carrots are processed through the Natural Sweet Method, which is said to enhance the sweetness of carrots without using sugar or salt. This new drink appears to be a first in the juice market.
http://www.datamonitor.com

Some Salt with Your Coffee? Taiwan's Hot Drink

noreply@blogger.com (Jose Antonio, Ph.D.) — Sun, 18 Jan 2009 14:05:00 +0000

Oh my, salt in java? Apparently, according to this article, licking the salty foam will arouse your senses. Or perhaps, all that salt will make you more thirsty and buy more coffee!!

http://www.time.com/time/world/article/0,8599,1871635,00.html
By Natalie Tso / Taipei - Thursday, Jan. 15, 2009
Chinese people like to eat foods that Westerners consider unusual, things like pig-blood cake and chicken-butt kebab, to name just a few popular snacks. So the introduction of salty coffee shouldn't be such a shocker. What difference, after all, can a few sprinkles of salt make to your morning cup of joe? The chefs at Taiwan's top coffeehouse, 85C Bakery Cafe, pondered that question for six months before they started serving sea-salt coffee, which became their best-selling drink following its December debut.
That's no small feat considering that 85°C (which is named for the ideal temperature at which to brew coffee) has surpassed Starbucks to become the biggest coffee chain in Taiwan. Founded five years ago by tea-shop owner Wu Cheng-hsueh, 85°C now has 325 stores in Taiwan and is expanding into China, Australia and the U.S. Wu first built the business by finding good beans: in 2004, he went to the source of Starbucks' most popular beans and persuaded the Guatemalan supplier to sell him virtually all its arabicas (sorry, megachain). Then he hired five-star hotel chefs to concoct fancy drinks and desserts that sell for about half the price of Starbucks'. (See the top 10 food trends of 2008.)
What inspired those chefs to come up with sea-salt coffee? According to spokeswoman Kathy Chung, it was the Taiwanese habit of sprinkling salt on fruits like pineapple and watermelon to bring out their sweetness. Salty coffee also makes sense in a place where shaved-ice desserts are topped with corn kernels and breads get slathered with sugary frosting and bits of pork. "Taiwanese are greedy," explains graphic designer Xena Wang, one of six friends who recently tried the drink for the first time. "We like to get all the tastes we can in one bite."
A striking palette of tastes and textures has long been a hallmark of Chinese cuisine (think sweet-and-sour soup), and this affinity for taste-bud workouts has carried over to trendy drinks. The countless drink stands that line Taiwanese streets flood the thirsty soul with endless variations of bubble teas, a.k.a. hot or cold teas with chewy tapioca balls and tropical juice blends. One popular combo, green tea with passion fruit, tapioca pearls and chewy coconut cubes, helps explain why 85°C's next coffee innovations will use panna cotta and fresh fruit.
Salty coffee may sound strange, but it isn't so much an acquired taste as it is sequential tasting. You're supposed to lick the salty foam to arouse your senses, then savor the sweet, creamy coffee. "Through the contrast of textures, you experience the saltiness and coffee at different times," says architect Jeff Lu of his first encounter with the drink. "It's a multisensual experience that works."
After sea-salt coffee spent two weeks as the best-selling drink at 85°C outlets in Taiwan, the company is sending the flavor combo to its China branches. If it's a hit there, Chung says, this cup of Taiwanese sophistication may be exported to the West too. Could salty Frappuccinos be far behind?

Higher regular coffee and tea consumption is associated with reduced endometrial cancer risk.

noreply@blogger.com (Jose Antonio, Ph.D.) — Thu, 01 Jan 2009 23:19:00 +0000

2008 Oct 30. Int J Cancer
Higher regular coffee and tea consumption is associated with reduced endometrial cancer risk.
McCann SE et al. Department of Cancer Prevention and Control, Roswell Park Cancer Institute, Elm and Carlton Streets, Buffalo, NY.

According to this study, the scientists concluded: These findings suggest coffee and tea may be important in reducing endometrial cancer risk.

Men more responsive to caffeine

noreply@blogger.com (Jose Antonio, Ph.D.) — Tue, 23 Dec 2008 12:56:00 +0000

A strong cup of coffee has a greater effect on men than women, research shows.
In a study on 668 healthy volunteers, an espresso pepped up men after just 10 minutes. Women also became more alert after the beverage, but less so.
The University of Barcelona researchers say some of this effect might be psychological because decaffeinated coffee also worked to some extent.
Progress in Neuro-Psychopharmacology & Biological Psychiatry reports the work.
The volunteers were asked to drink either a classic espresso containing 100mg of caffeine or a decaffeinated espresso containing 5mg of caffeine.
Then the researchers looked for changes in alertness over the following minutes and hours.
Both men and women saw an improvement in their activity levels after drinking the classic espresso and these effects began after as little as 10 minutes.
Arousing
According to the investigators, 45 minutes is the time needed for maximum caffeine concentration to be reached in the blood, but levels reach half this concentration after just a few minutes.
And the effect appeared to be greater in the men.
The decaf coffee had a similar, but weaker effect and tended to be more potent in the women rather than in the men.
Lead researcher Ana Adan said: "Numerous studies have demonstrated the stimulant effects of caffeine, but none of these have looked at their effects in terms of the consumer's gender."
Anna Denny of the British Nutrition Foundation said: "This study provides an interesting insight into how the effects of specific foods and nutrients may differ between men and women.
"Research into 'gene-nutrient' interactions is moving forward quickly and we are finding out more about how our genetic make-up affects our requirements for certain foods and nutrients, and how our bodies react to these. In the future this could allow scientists to formulate dietary recommendations based on our genetic make up, as well as our age and body size."

Drinking Coffee reduces risk of cancers of the mouth

noreply@blogger.com (Jose Antonio, Ph.D.) — Fri, 19 Dec 2008 11:36:00 +0000

Coffee and mouth cancer

Previous studies have had mixed findings on the benefits of coffe.

The Daily Express reported that “one cup of coffee a day could halve the risk of dangerous cancers affecting the mouth and gullet”. It said that a Japanese study found that just one cup a day gave drinkers a reduced chance of getting tumours compared with those who hardly ever drank it. The researchers believe that it could “minimise” some of the risks from alcohol and tobacco, the main causes of mouth and oesophageal cancers.

This well-conducted research followed more than 40,000 people for over 13 years to see which of them got cancer of the mouth and oesophagus. The accumulated evidence from this study and other studies quoted by the researchers seems to indicate that some component in coffee does have a protective effect, at least in Japan.

However, this needs to be put into perspective. The study found that 157 people in the study developed these specific cancers, which is a rate of about four in every 1,000. Knowing this figure – the absolute rate of cancer – is important in this type of study because the apparently large relative reduction in risk of developing these cancers (in this case 49%) is equivalent to only a few people per 1,000 getting possible protection.

As the researchers confirm, the best advice to help reduce the risk of developing these cancers is to reduce or stop drinking alcohol and to stop smoking.

Where did the story come from?

Dr Toru Naganuma and colleagues from the Department of Public Health and Forensic Medicine at the Tohoku University School of Medicine in Japan carried out the research. The work was funded by grants from the Japanese Ministry of Health, Labour and Welfare. The study was published in the American Journal of Epidemiology, a peer-reviewed medical journal.

What kind of scientific study was this?This was an analysis of data from a prospective cohort study known as The Miyagi Cohort Study.

The researchers were interested in investigating the link between coffee consumption and the risk of oral, pharyngeal and oesophageal cancers (together known as mouth and oesophagus cancer). They say that previous case-control studies had suggested that caffeine provides some protection against these cancers, but with inconsistent results. The researchers wanted to see if this was also true in better-designed, prospective studies. In addition, alcohol and tobacco both increase risk, but a high intake of fruit and vegetable may decrease the risk. So the researchers were also interested in how these risk factors interact with one another.

In this large study, all 51,921 residents (25,279 men and 26,642 women) aged between 40–64 years old and living in 14 out of 62 geographical areas in northeastern Japan, were enrolled on April 1 1990. From June through August 1990 they completed questionnaires on various health habits. Usable questionnaires were returned by 47,605 residents (22,836 men and 24,769 women) – a high response rate of 91.7%.

In the 1990 questionnaire, the researchers asked the participants about 36 types of food and four drinks, including coffee. They grouped the responses to the coffee questions into five groups: people who never drank coffee; people who occasionally drank coffee; people who drank one to two cups of coffee per day; three to four cups per day; and five or more cups per day. The researchers did not ask about the type of coffee used, the method of brewing, or the temperature of the beverage. The volume of a typical cup of coffee was estimated to be 150ml.

These patient details were then linked to corresponding data from the Miyagi Prefecture Cancer Registry, one of the oldest and most accurate population-based cancer registries in Japan. By doing this, the researchers were able to find out who had died from cancer, and the type of cancer they had died from.

Recognised statistical techniques were then used to assess the significance of the associations found, which took into account (adjusted for) all the other cancer risk factors that had been collected. They adjusted for age, sex, body mass index, alcohol consumption, cigarette smoking, consumption of vegetables and fruits, and green tea consumption. Because only a small number of people developed new cancers, the researchers chose to combine all people who drank one or more cups of coffee into a single group.

During the study period, 2,207 subjects (1,051 men and 1,156 women: 5.7% of the total) were not followed-up, mainly because they moved out of the area.

What were the results of the study?

Over the 13.6-year study period, there were 157 cases of mouth and oesophagus cancer. These occurred mostly in men (135 men and 22 women). The risk of developing mouth and oesophagus cancers was ‘inversely associated’ with coffee consumption, meaning that people who drank more coffee had a lower risk of these cancers.

The researchers report the adjusted hazard ratio (HR) of these cancers, which measure the strength of this association when adjusted for other risk factors. People who drank one or more cups of coffee per day reduced their risk by around half compared with those who did not drink coffee at all (HR 0.51, 95% confidence interval 0.33 to 0.77). This was a statistically significant reduction.
This inverse association was consistent regardless of sex or cancer site, and it was present whether or not the person drank or smoked at the beginning of the study.

What interpretations did the researchers draw from these results?

The researchers conclude that “coffee consumption was associated with a lower risk of oral, pharyngeal and oesophageal cancers, even in the group at high risk of these cancers”.

What does the NHS Knowledge Service make of this study?

This is a well-conducted piece of research. In their write-up, the researchers make points about the interpretation of their results:

They describe further the inconsistency in the other studies that have been published on the subject. They say that of the 12 published case-control studies, four also supported an inverse association; two actually showed an increased cancer risk (especially for hot coffee); and the other six showed no association. Two cohort studies had similar contradictory findings, with one smaller study finding no association with coffee, while the other showed an inverse association. They have explanations for why these differences occurred, and they maintain that theirs was the largest and longest running study and is likely to be the least biased because they adjusted for other risk factors.

The fact that the reduced risk for these cancers was seen in the groups thought to be at high risk, such as smokers and drinkers, supports the claim that coffee has an independent, separate effect from these other risk factors. Observational studies of this type can never completely eliminate the possibility of bias, and it is still possible that coffee drinkers were healthier in ways that were not measured by the researchers. For example, they may have been more physically active.
The characteristics of the volunteers at the start of the study were subtly different. Subjects with higher coffee consumption tended to be younger and less overweight. Coffee drinking was also associated with higher rates of smoking, lower vegetable consumption and lower green tea consumption by both men and women. All these factors were adjusted for in the analysis, but it is unclear whether their effect was fully removed by the adjustments.
This study was carried out in Japan where the methods of brewing coffee, the components of coffee and the other dietary influences on cancer, may be different to the UK.

The incidence of these types of cancer is relatively low. This means that any difference between the groups can appear large when the hazard ratio is quoted. In this case, reducing the risk of developing this disease by 49% might seem impressive. However, it is equivalent to a reduction of a few people per 1,000 in this uncommon group of cancers.

The accumulated evidence from this study and the other studies quoted by these researchers seems to indicate that some component in coffee does have a protective effect, at least in Japan. More studies will be required to determine what this component might be, and whether the apparent protective effect occurs in countries with other dietary patterns.

As the researchers confirm, the best advice to help reduce the risk of developing these cancers is to reduce or stop drinking alcohol and to stop smoking.

Links to the headlines

A cup of coffee every day 'cuts risk of cancer'. Daily Express, December 18 2008

A cup of coffee a day could help keep cancer away, scientists claim. The Daily Telegraph, December 18 2008

Links to the science

Naganuma T, Kuriyama S, Kakizaki M, et al. Coffee Consumption and the Risk of Oral, Pharyngeal, and Esophageal Cancers in Japan. American Journal of Epidemiology 2008; 168: 1425-1432

noreply@blogger.com (Jose Antonio, Ph.D.) — Mon, 08 Dec 2008 11:50:00 +0000

http://www.latimes.com/features/health/medicine/la-he-pharmacy8-2008dec08,0,3586246.column

From the Los Angeles Times

PEOPLE'S PHARMACY

Diabetes prevention linked to coffee-drinking

Joe Graedon, Teresa Graedon
The People's Pharmacy

December 8, 2008

My father and uncle both have diabetes. I would like to reduce my risk of developing this disease, and I've heard that drinking coffee can help. Is there any evidence behind this claim?

Studies have demonstrated a link between regular coffee consumption and a reduced risk of developing Type 2 diabetes (Diabetes Care, February 2006). Do not count on coffee to protect you, however. Exercise and weight control are far more likely to help prevent it .

I had shingles many years ago. So did my friend. Her doctor gave her a shingles injection so she wouldn't get it again. My doctor said that by having shingles, I built antibodies to it and don't need the shot. Which doctor is correct?

Chickenpox during childhood can lead to shingles later in life. The virus (varicella zoster) can lie dormant in nerves for decades. The virus can be reactivated and trigger an intensely painful skin reaction.

The Zostavax vaccine was developed to prevent shingles in people older than 60. A company study excluded anyone who had previously had a shingles attack. Consequently, the Food and Drug Administration does not allow the company to promote the vaccine for anyone who already had shingles.

Many doctors were taught that shingles happen only once. That is not true. Although it's rare, people can experience another bout with the virus (American Family Physician, April 15, 2000). The Centers for Disease Control and Prevention in Atlanta call for vaccination even for people who already had one attack.

Joe Graedon is a pharmacologist and Teresa Graedon an expert in medical anthropology and nutrition. www.peoplespharmacy.com

noreply@blogger.com (Jose Antonio, Ph.D.) — Sat, 29 Nov 2008 11:11:00 +0000

Astronaut Invents Zero-G Coffee Cup

November 28, 2008 by Rich

SPACE.com:

NASA astronaut Don Pettit loves his coffee. So it comes as no surprise that he found a way to drink coffee from a cup, instead of the traditional straw, on his day off Sunday aboard the International Space Station.

Drinking any liquid in the weightless environment of space could be a messy affair. With hot coffee, it could be a potentially scalding affair. So astronauts use silver pouches and plastic straws to sip anything from water to orange juice to Pettit’s beloved space java.

“We can suck our coffee from a bag, but to drink it from a cup is hard to do because you can’t get the cup up to get the liquid out, and it’s also easy to slosh,” Pettit told Mission Control while sending a video of his new invention to Earth.

Pettit arrived at the space station last week aboard the shuttle Endeavour, which is delivering a recycling system that converts urine into drinking water and other new gear to outfit the space station for large, six-person crew.

He used a piece of plastic ripped from his Flight Data File mission book and folded it into a teardrop-shape that’s closed at one end. Surface tension inside the cup keeps the coffee from floating out and running amuck.

“The way this works is, the cross section of this cup looks like an airplane wing,” he said. “The narrow angle here will wick the coffee up.”

Single Serve Industry Trend tearing it up !!!!!!!!!!!

noreply@blogger.com (javapete) — Wed, 19 Nov 2008 17:03:00 +0000

Green Mountain Q4 profit doubles on K-Cup sales WOW http://greenmountaincoffee.com/... looking for 50 to 60 growth in single serve catagory in 09 according to conference call . What an opportuinity for a line of functional coffees http://javafit.com/ in a single cup, but you don't have to wait look at this cool product adaptor http://bedbathandbeyond.com/
http://www.bedbathandbeyond.com/product.asp?order_num=-1&SKU=14048278

Flying 40 yard sprint!

noreply@blogger.com (Jose Antonio, Ph.D.) — Tue, 18 Nov 2008 20:06:00 +0000

JavaFit enhances exercise!!

The effects of a nutritionally enriched coffee drink on repeated flying 40-yd sprint performance
Jon-Kyle Davis , Matt Green, Matt Laurent, Nick Bacon and Whitney Thomas
Department of Kinesiology, The University of Alabama, Tuscaloosa, AL 35487, USA
International Society of Sports Nutrition Conference and ExpoLas Vegas, NV, USA. 9–10 June 2008
Journal of the International Society of Sports Nutrition 2008, 5(Suppl 1):P1doi:10.1186/1550-2783-5-S1-P1
The electronic version of this abstract is the complete one and can be found online at: http://www.jissn.com/content/5/S1/P1
Published:
17 September 2008
© 2008 Davis et al; licensee BioMed Central Ltd.
Background
A double-blind, placebo controlled, randomized trial was performed to evaluate the effects of a nutritionally enriched coffee (NEC) drink compared to decaffeinated coffee (DC) on repeated flying 40-yard sprint performance.
Methods
Physically active male and female volunteers (n = 13) completed 24 × 50 yard sprints following NEC and DC (counterbalanced). Sprints were completed in 2 halves (12 sprints per half) with 2 minutes recovery between each sprint and a 10-minute recovery period between halves. Acute-RPE (A-RPE) (0–10 omni scale) was recorded after every sprint and Session RPE (S-RPE) was recorded 20 min after completing each trial. Blood lactate ([LA]) was recorded at baseline and following sprints, 6, 12, 18, and 24. Additionally, a fatigue index (FI) was calculated as a percentage difference between mean sprint time and fastest sprint time.
Results
A 2 (trial) × 2 (treatment) repeated measures ANOVA revealed significantly (p = 0.03) faster (main effect) sprint time for NEC. Post-hoc analyses revealed significantly faster times (p ≤ 0.05) for sprints 1, 3, 4, 6, 8, and 17, while approaching significance at sprints 10 (p = 0.07) and 15 (p = 0.08). No main effect for A-RPE (p = 0.28) or [LA] (p = 0.15) was found. Results from a paired t-test revealed a significantly improved FI (p = 0.04) with NEC but no significant impact on S-RPE (p = 0.72).
Conclusion
Results indicate that caffeine administered in a NEC drink can enhance repeated bouts of acute sprint performance possibly through delayed fatigue as evidenced in a dampened perceived exertion response (faster sprints with similar RPE).

noreply@blogger.com (Jose Antonio, Ph.D.) — Sat, 15 Nov 2008 17:46:00 +0000

Interesting news! Coffee decreases the risk of several cancers, including breast, liver, kidney and colorectal. The polyphenols in coffee are among the healthiest things you can consume. Drink up.

Cancer Lett. 2008 Sep 30. [Epub ahead of print]
Coffee consumption and the risk of cancer: An overview. Nkondjock A.: Habitual coffee drinking has been associated with a reduced risk of mortality and chronic diseases, including cancer. The favourable influence of coffee is supported by several plausible mechanisms due to the presence of a variety of biological compounds such as caffeine, diterpenes, caffeic acid, polyphenols as well as volatile aroma and heterocyclic substances. Current evidence suggests that coffee consumption is associated with a reduced risk of liver, kidney, and to a lesser extent, premenopausal breast and colorectal cancers, while it is unrelated to prostate, pancreas and ovary cancers. Coffee drinking may still help reduce death due to liver cancer.

Vitamin Infused Fresh Roasted Coffee Distributor JavaFit, Announces Partnership With CLR Roasters

noreply@blogger.com (JavaFit) — Thu, 13 Nov 2008 19:38:00 +0000

JavaFit Coffee, a distributor in caffeine and fat burning fresh roasted coffee products, recently formed a partnership with CLR Roasters. This partnership in the coffee industry will push the JavaFit brand into many households. It will also further expand JavaFit into the vitamin infused coffee sector as CLR roasts coffee for a number of companies throughout the state of Florida and markets its own Café La Rica brand of Espresso to retailers. With this new agreement, JavaFit will have 85% control over CLR Roasters as opposed to 50% previously.

Read more about JavaFit's partnership with CLR Roasters.

Report: Functional Foods Emerges As Key Weight Management Trend

noreply@blogger.com (Java General) — Tue, 04 Nov 2008 15:35:00 +0000

Here is an article I found on MediaPost connecting functional food and beverage products to weight loss. Dairy based beverage trends should bold well for the new Javafit RTD launch!!!

Functional Food, Beverage Products Present Opportunities
by Karlene Lukovitz, Tuesday, Oct 28, 2008 6:38 PM ET
Diet products that are simply lower in fat, sugar and calories aren't as hot as they once were. "Functional" is the new frontier for food and beverage companies looking to grab the attention and dollars of the growing number of overweight consumers at home and abroad, confirms a new Euromonitor International Trend Watch report, "Opportunities Within Functional Weight Management Products.'
In response to consumer trends, weight-management products are undergoing a "profound shift" away from merely "better-for-you" (BFY) or "lesser evil" reduced fat/sugar offerings and toward products with ingredients promising benefits such as appetite suppression and increased metabolism/calorie burning, report Euromonitor's analysts.
In fact, whereas such ingredients and claims were once mainly the bailiwick of those diet supplements promoted on TV via startling before-and-after photos of women and men in bathing suits, mainstream companies are increasingly looking to get in on the action.
The reason: Worldwide BFY packaged foods sales reached $116 billion, and beverages reached $36 million last year, but together, their annual growth rate was only marginally higher than the 2% to 4% seen by the overall packaged F&B market, according to Euromonitor. Meanwhile, fortified/functional F&B's continued to see growth of about 10% in 2007.
A few major U.S.-based F&B's have already stuck their toes into the functional waters. Kellogg has been particularly active with its Special K brand, including its recent launches of Special K Sustain cereal with fiber and soy protein and its "innovative--especially for a cereal company"--Special K20 Protein Water mixes and bottled waters. Both products hone in on the "satiety" trend, points out Euromonitor.
The joint Coca-Cola/Nestle launch of Enviga in the U.S. in late 2006 stimulated controversy and lawsuits with its "negative calorie" claim. But that hasn't dissuaded PepsiCo from introducing, with a less aggressive marketing/claims approach, both Diet Pepsi Max (zero-calorie cola with ginseng and extra caffeine to provide "a kick of energy") and Tava--another zero-calorie, carbonated beverage fortified with vitamins and chromium and offered in three "exotic flavor blends."
Smaller and medium-sized functional weight-management players in the U.S. include Marquis Platinum's new Vitality Drink with green-tea extracts, marketed as an energy drink with a calorie-burning formulation; and Scientific Response's dairy-based Drink & Shrink chocolate shake, which contains hoodia gordonii extract. The latter, reports Euromonitor, is sold as a dietary supplement rather than a food product "in order to get around much stricter regulations on herbal extracts permitted in foods, as set out by the U.S. Food and Drug Administration (FDA), which would not allow hoodia as a functional ingredient in food products."
Unilever is reported to be planning the launch of a hoodia weight-management product under its Slim-Fast brand by 2011, according to Euromonitor.
Functional weight-management F&B products are already quite prevalent in other countries, including Spain and Japan.
Euromonitor explains that functional weight-management products fall under three broad categories/benefits claims: products that suppress appetite/induce a feeling of satiety and include functional ingredients such as chromium, hoodia gordonii, fat emulsions, added protein and fiber; products that boost metabolism and include ingredients such as conjugated linoleic acid (CLA), omega-3 and green-tea extracts; and products that inhibit digestion of macronutrients (carbs, fats) or their conversion into body fat with elements such as hydroxycitric acid (HCA).
Here's a summary of the most promising areas of opportunity for F&B's in the functional weight-management arena, per Euromonitor's analysis:
* Dairy: Dairy products provide the "ideal" physical and marketing medium for the addition of many types of functional ingredients, in part due to the global probiotic yogurt boom. "Consumers the world over are more than ready for the next line of functional dairy products," says Euromonitor, noting that, for example, one-shot yogurt drinks "lend themselves especially well to employing a satiety-enhancing positioning." Such products are already available in other countries.
* Beverages: In addition to the carbonated and other drinks already noted, waters are ripe for functional marketing because of "the bottled water industry's well-communicated rehydration message" and because bottled waters in general are already associated with weight management in consumers' minds, reports Euromonitor. Again, waters with weight-management-purporting benefits are available in other countries.
* Bakery: Since the reduced- or low-carb craze began to wane in 2004, marketers have largely failed to capitalize on the "golden opportunity" in weight-management-positioned carb products, says Euromonitor. "Weight-management products ideally need to have a daily presence in consumers' lives if they are to stand any chance of being effective"; hence, the opportunity in products like bread or breakfast cereals, say the analysts.
Aside from Kellogg in the U.S., Japanese manufacturers have introduced soluble-fiber cake bars that produce a long-lasting feeling of satiety, Euromonitor reports. But chromium, "which is promoted in the dietary supplements realm as fighting off sugar cravings, would make an ideal weight management ingredient to be added to staple bakery products," and HCA, "which is purported to inhibit the conversion of carbohydrates into fat, offer "great potential" for carb-rich, low-fat bread and breakfast cereals, it points out.

Coffee With Benefits

noreply@blogger.com (Mikhaila Clements) — Mon, 27 Oct 2008 16:16:00 +0000

Its no surprise that America loves coffee.

A recent trend is to add benefits to coffee, including soy protein, guarana, garcinia cambogia, matcha green tea, white willow, yerba mate and echinacea in order to boost metabolism or energy, improve the immune system or increase mental focus.

The LA Times put 4 infused, pre-ground coffees to a taste test and were surprised at how much they tasted like regular pre-ground coffee.

Here’s what we found:

Spava: Organically grown (fair trade) arabica beans, fortified with green tea (20 milligrams per 6-ounce serving) and guarana extract (15 milligrams per 6 ounces). The coffee purports to stimulate metabolism and burn fat. Tastes more acidic, bolder, stronger and earthier than the other coffees tested, with a slightly grassy undertone.

Kosmo Protein Coffee: Organically grown (fair trade) arabica beans roasted with organic whole soy beans. The soy adds 2 grams of protein per 6-ounce serving. Low in acid, the coffee contains half the caffeine of regular coffee, due to the diluting effects of soy beans. This was the smoothest and mildest of the coffees.

JavaFit Energy Plus: Arabica beans with garcinia cambogia, green tea extract, niacin and extra caffeine (150 milligrams extra per serving). The aroma was strong, almost pungent. The flavor was very robust, and almost bitter at first, but the bitterness mellowed after a few sips.

Fusion, Diet FX: Organically grown (fair trade) arabica beans, fortified with hoodia, green tea and yerba matte. Amounts of the added ingredients are not included in the packaging. Noteably smooth and non-acidic, with a nice aroma. Tastes surprisingly similar to upper end, generic coffee served on airplanes.

JavaFit Enhances Fortified Gourmet Coffee Line

noreply@blogger.com (JavaFit) — Tue, 21 Oct 2008 18:35:00 +0000

JavaFit, a provider in caffeine and fat burning coffee products, has enhanced their gourmet coffee line to include specific function support. The company’s offerings of brewed coffee include; Energy Extreme, Diet Plus, Focus Plus Multi-Vitamin, Immune Plus Multi-Vitamin as well as their Original blend.

JavaFit also offers a coffee club called Java Club, which provides a customized delivery schedule, for customers craving a functionally supportive energy drinks. Benefits of being part of the Java Club include discounts and automatic delivery on 4, 6 or 8 week intervals.