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The Changing Face of Food and Beverage Products for Children

Posted: August 4, 2008

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Beyond adding fruits and vegetables to food and beverages, many parents are also seeking vitamin-fortified products with kid appeal. According to Mintel GNPD, from 2003 to 2007, new children’s products claiming to be vitamin/mineral fortified nearly doubled. Many of these products contain essential vitamins and minerals to support development and overall wellness, while a growing number of products are being fortified with ingredients touting specific functions, such as calcium for bone strength, fiber for digestive health and omega fatty acids for brain development.

In the United States, Bot Fortified Water is low in sugar and contains no artificial flavors, sweeteners or preservatives. Available in Grape, Berry, Orange and Lemon varieties, Bot waters are kosher certified and fortified with vitamins B3, B5, B6 and B12, which are essential nutrients for kids' well-being and growth.

In Taiwan, Beryl’s Chocolate & Confectionery recently introduced Audrey’s Dark Chocolate and Strawberry Bar. Enriched with omega-3s, this product turns a chocolate treat into a delivery system for a nutritional supplement. Audrey’s Dark Chocolate and Strawberry Bar sources its omega-3 from fish oil, and the company eliminates the fishy taste and smell by incorporating its proprietary “BrainyDHA,” which microencapsulates the fatty acid supplement for a tasteless, odor-free effect.

Functionality and added health benefits from food and beverages are a priority for many of today’s consumers. Food and beverages that once simply served the purposes of satisfying hunger and quenching thirst have been reformulated to provide health benefits and fulfill daily vitamin and mineral needs for children and adults alike. As this current generation of consumers is growing up as the most sophisticated and savvy yet, they will continue to demand products that incorporate new and exciting flavors while also providing strong nutritional content and benefits.

Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For more information, visit www.mintel.com or call 1-312-932-0600.