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Immune health is one of the fastest growing segments in the United States, with sales up 17% the past year according to Mintel. Designed for IFT 2014, Naturex, South Hackensack, N.J., created a refreshing beverage that offers the perfect way for consumers to access the ingredients that provide a natural boost to the immune system. The concept, called I drink, contains echinacea, elderberry and goji, all known for their natural immunity benefits. The I drink beverage also contains Naturex's green tea extract, which is 38% antioxidants and offers controlled bitterness and reduced levels of astringency. Flavored with blackberry juice, I drink also contains Talin, Naturex's natural flavor enhancer, which masks bitterness and overcomes the perception of off-notes from high-intensity sweeteners such as stevia. Specific pectins from apple enhance mouthfeel by giving more body and volume to the beverage.