A view from A Farr - Soft drinks tap into January detox

Beverages claiming health benefits have become a key product development area for soft drinks companies, and as consumers look to "detox" following holiday excess, January is the perfect time to introduce new offerings. Annette Farr reviews some of the restorative functional beverages targeting consumers looking to make amends after Christmas indulgence.

Detox has become as much part of the January ritual as New Year resolutions and calls to divorce lawyers (it is widely reported that 50% more such calls are made in January than at any other time of the year).

The idea of cleansing the body after the excess and overindulgence of festive eating and drinking might be viewed by some with scepticism, but the concept is becoming increasingly accepted by consumers who are ever better informed on health and nutritional issues.

Mintel's latest Custom Solutions statistics reveal that in 2008 the UK population will be putting their own health and financial well-being way ahead of reducing their carbon footprint. Almost three in five adults (58%) plan to exercise more in 2008, while a similar number (56%) aim to eat healthier food.

For those soft drinks promoting a healthy message - and nowadays that means the majority of non-alcoholic drinks on-shelf - the January detox is the perfect way to kick-start the year.

In the UK, V Water launched its Detox variant to attract consumers with healthy resolutions. V Water combines fresh spring water with the taste of elderflower and pear and is infused with dandelion and artichoke extract.

"We chose artichoke and dandelion extracts because of their highly beneficial effect on the liver," explains V Water health nutritionist Gudrun Johnsson. "Since ancient times, these two plants have been used to help cleanse the system and work particularly well for stimulating a sluggish state of the liver." Artichokes are also high in fibre, potassium, calcium and iron, all important elements for a balanced system.

Prickly pear extract and the powerful N-acetyl-cysteine (NAC) antioxidant is the combination behind the award-winning Urban Detox drink from Californian-based Function Drinks. The drink claims to relieve hangovers and help rid lungs and sinuses of the harmful effects of smog and other airborne pollution. "The perfect daily tonic for city living," says the company.

Function Drinks was established by Dr Alex Hughes who has drawn on his surgical background to develop a range of functional beverages. NAC, for example, is used everyday in hospitals to help protect the liver. Other products in the range include House Call, Youth Trip and Brainac

Noni juice is known for boosting energy levels and mental clarity. In the US, leading manufacturer Tahitian Noni International has added the Thermo brand to its range of Hiro functional drinks. This is a timely addition since the drink's functionality is one of increasing metabolism and burning calories.

The Hiro range addresses several functional needs, as director of product development Jonathon Gustavson explains: "For those who are looking for immune support, we have Vitality; for overall joint health, we have Mobility; for increased energy, we have Energy; and now for those looking to increase their metabolism and burn calories, we have Thermo."

Headquartered in Provo, Utah, Tahitian Noni International has manufacturing facilities in the US, Germany, Tahiti, Japan, and China.

When the UK's No. 1 smoothie maker, innocent, launched its Superfoods range a detox variant was included. Called Natural Detox, the smoothie contains pomegranates, blueberries and acai berries. For 2008, the company has created three new smoothies for launch in January: yoghurt with wholegrains, figs and pears; blackberries, raspberries and boysenberries; and beetroot, apples, pears and ginger. All this activity is being supported by a GBP4m (US$7.89m) TV, print and sampling campaign.

Meanwhile, the ubiquitous pomegranate has been incorporated by the company's sister brand This Water. Appearing on shelves in January is a new recipe made with pressed Turkish pomegranates, crushed lychees, blackcurrants and natural spring water. The drink is free from preservatives, colourings and flavourings and is claimed to be the most natural water-based juice drink on the market.

When it comes to carbonates, January has seen the start of a year-long campaign in the UK for the new Diet Coke Plus variants, which carry the tag line 'a little added goodness'. Diet Coke Plus Vitamins contains over 50% of the recommended daily amount of vitamin B3 (Niacin), vitamin B12 and vitamin C, while Diet Coke Plus Antioxidant has a hint of green tea and added antioxidant vitamin C.

As for bottled water, Evian has produced a dedicated website www.detoxwithevian.co.uk, which is promoted on-pack. The site proclaims, "Drinking more Evian is a detox in itself. Many people pledge themselves to New Years resolutions, but by just eating healthily and drinking around two litres of Evian a day, you can't help but feel fabulous."