Drink for your health

Hype doesn't necessarily equal sales, or even benefit.

News Analysis: Everything Old Is New: 'Health' Drinks Flood Market : In the early 1800s, pharmacists took carbonated water and added fruit extracts, herbs and medicinal ingredients for flavor as well as health benefits. Bib-Label Lithiated Lemon-Lime Sodas (re-named 7 Up), for example, included lithium; Coca-Cola had cocaine.

Beverage makers are still looking to the same formula (sans the illegal drugs), one that gives users something more than just refreshment. More than a dozen drinks promising weight loss, cell damage-reducing antioxidants and natural energy are scheduled to hit shelves in 2007, with many more in the pipeline.
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Americans drank 19 billion gallons of milk, water, sports and energy drinks in 2005. Next year, new choices will abound as Pepsi alone has at least 12 entrants on the way for health conscious consumers, including Pepsi Natural and Sierra Mist Essence (both with natural sugars), Tava (with chromium, which is tied to weight loss) and Tropicana Essentials with Omega-3 fatty acids.

“We're in the business of giving consumers what they're looking for,” said Chris Kempczinski, vp-non-carbonated beverages at Pepsi-Cola North America, Purchase, N.Y.

Coming from Coca-Cola: Enviga, a sparkling green tea that burns calories, and H2Odwalla enhanced water. BusinessWeek also described “nutraceutical versions of Diet Coke” and “new juices designed to help women with skincare, weight management and detoxification.”

Glacéau Vitaminwater Triple X and Snapple Out of the Blueberry, both loaded with anti-oxidants, are also due.
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Of course, the cola giants can just buy somewhat established brands. Pepsi last month paid a reported $75 million for Izze Beverage, Boulder, Colo., maker of all-natural, sparkling fruit juices. Izze's “magic formula” is pretty much what pharmacists were whipping up 200 years ago—carbonated water with fruit juice. “It's come full circle,” said Kempczinski.

I'll stick with my established beverages: martinis, beer, wine, coffee and tea, thanks. Though, I've enjoyed a cold Izze with vodka on occasion. I'll pass on the nutraceutical version of Diet Coke - that stuff is toxic.

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