Health and wellness beverage product developers have no boundaries, as better-for-you means something different to every consumer. Most concepts make a connection by promising a benefit, but from there, anything goes. With some health and wellness beverages, the promise may simply be to contain fewer — or zero — empty calories, e.g., added sugars. Others may serve as a vehicle for functional nutrition and feature macro- and micro-nutrients associated with improving physical well-being.

“You are what you drink,” said Laurie Demerrit, chief executive officer, The Hartman Group, Bellevue, Wash. “Understandings of health and wellness have come to encompass what we eat and drink, and beverages are increasingly used as a source of nutrition and substitute for food.”

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