Probiotics have already entered the functional beverage category via the dairy aisle, but now Naked Juice will market a whole new premium juice drink with active culture ingredient bifidobacterium. Available nationally this month, Probiotic Tropical Mango is a juice smoothie that will be marketed for the support of digestive and immune health. Functional beverages are a huge driving force in the entire functional food and beverage category, with energy drinks and enhanced waters now leading the way. According to a new Mintel report on functional beverages, functional juices have lost out to other categories of functional beverages. Among other things, probiotics are hailed for their potential to supporting optimal digestive functioning. They have long been popular in Europe, buy have only recently begun to make waves in the US, thanks in part to a heavy marketing initiative carried out by French dairy giant Danone.Friendly bacteria is becoming more and more prevalent in functional foods on mainstream shelves.Probiotic drinks and yoghurts are leading functional food and drink market growth, according to a recent report Datamonitor. This growing popularity of probiotic drinks and yoghurts has led to advertising campaigns such as those for Danone's Activia line.
