US: Hansen rolls-out Elixir ‘beauty’ beverage

By | 6 March 2009

Natural and alternative drinks producer Hansen Beverage Company has rolled-out a low-calorie, functional, ready-to-drink beverage.

Self Beauty Elixir contains vitamins, minerals and botanical extracts, which the company said today (6 March) is designed to "promote and support healthy skin and overall wellness".

Self Beauty Elixir contains 30% fruit juice, 'all natural' flavours, and antioxidant vitamins such as 500% Vitamin E, 150% Vitamin C, and 100% Vitamin A per serving.

The product is also low in sodium, gluten-free, and preservative-free with no artificial colours and is available in three flavours: Blushing Berry, Pink Lemonade, and Tropical Bliss.

Self Beauty Elixir by Hansen's will be sold as a four-pack unit with four individual 8oz slim cans.

The new beverage line will begin shipping this April to mass retailers, drug stores, and major supermarkets within select markets and appear on shelves by late spring.

Sectors: Soft drinks

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US: Hansen rolls-out Elixir ‘beauty’ beverage

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Looks like an absolutely brilliant idea that ticks all the boxes (as long as it also tastes good)... which unfortunately probably falls into the category of 'the right product at the wrong time'. They are nonetheless right to try it. And if it fails, they should try it again sometime when consumer sentiment is in favour of 'discretionary' new products.

My only concern is that there doesn't seem to be enough 'science' in the product. Natural is good, but not so that anybody can copy the same product tomorrow. Perhaps they have some unique sourcing know-how for some of the more exotic ingredients and at least private label is unlikely to be an imminent threat on that side of 'the pond'.

 

TheFoodAnalyst.com said at 4:51 pm, March 6, 2009

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