Once demonised by dietitians, chocolate milk drinks are fighting back. In the US dairies are returning to marketing messages about the natural nutrient richness of milk, reformulating their chocolate milk drinks to be lower in fat and sugar and making the most of new scientific research that suggests chocolate milk is an ideal sports recovery drink. 

The soy milk market is a perfect case study of how a new type of ingredient with new health benefits and little familiarity among consumers can create a new category.

The expression, “We want to create a ‘NutraSweet’ or an ‘Intel Inside’ concept” has in recent years been one of the most-often expressed ambitions of companies commercialising new health ingredients. But it’s also one of the most difficult strategies to execute.

Readers of New Nutrition Business count on it to have strong opinions and to make bold predictions. With that in mind, this article takes a savvy look at the strategy and the problems of the Innocent smoothie brand, a brilliant British beverage success story until the recession hit.

The rapid growth of the coconut water market underscores the consumer appeal of an “all-natural” health benefit. In the case of this increasingly popular sports drink nature delivers a more powerful punch than formulated products. Unsurprisingly, Coca-Cola, PepsiCo and one of Europe’s biggest brewing families are all investing heavily in growing the category.