As seen in Food Navigator USA:
Meal replacement brand Huel’s new ready-to-drink version of its Daily Greens protein powder chases the trend in the functional beverage market of consumers seeking targeted outcomes.
The UK-based drink maker, which markets its line of beverages as “nutritionally complete meals,” emphasized the high-protein and micronutrient density of Daily Greens Ready-To-Drink (RTD), said Ilana Orlofsky, [Senior Manager, Customer Experience at Imbibe, a formulation partner and flavor supplier].
Orlofsky said while that Huel’s Daily Greens RTD remains a “complete meal” at its core, offering a complete-nutrition platform that flexes between meal replacement and active-lifestyle categories, it follows a similar trajectory as ready-to-drink beverage company Soylent Drink, she said.
“Starting as a simple meal replacement brand embraced by tech-workers and time-pressed users, Soylent moved into functional nutrition: energy drinks, nootropics and higher-protein formats like Soylent’s Complete line and Complete Energy,” she said.
Orlofsky said convenience, nutrition and functional benefits are all important in capturing consumers, but sequence matters.
“Convenience gets manufacturers a trial, but credible nutrition and specific benefits earn repeat customers,” she said.
Consumers are looking for “clean + clear” nutrition with protein, fiber and minerals, along with a clearly stated benefits, such as energy without jitters, gut comfort without bloat and hydration, she said.
“Consumers are also more skeptical – brands are being pushed to substantiate claims, due prebiotic soda lawsuits and settlements, for example, and that it is reshaping copy and formulations to include more fiber dosage clarity, strain-specific probiotics and efficacious actives,” she said.
Paraxanthine, a caffeine alternative, also is gaining traction with an offer of “cleaner focus,” she added. Meanwhile, electrolytes and minerals, like magnesium and potassium, remain a go-to for consumers, she said.
For additional reading on functional beverages check out the full article on Food Navigator. To see if Imbibe can support your next functional beverage launch, send us a message.
