Aussie brand Savvy Beverage has called out what it believes is the prevalence of highly priced functional beverages that contain inadequate beneficial ingredients, imploring greater honesty and transparency among companies to advance the emerging category.
Private-label is shaking off its fast-follower status as partnerships between manufacturers and brands become stronger, allowing for quicker innovation that responds to consumers' demand for endurable and functional products, Andreas Schneider, co-founder and VP of sales for beverage manufacturer FedUp Foods, told FoodNavigator-USA.
Functional beverages are among the fastest-growing functional food segments. This is partly due to their perceived benefits for overall health and chronic disease prevention.