Where's Milk in the Functional and New-age Beverage Businesses?
When it comes to shelf-stable beverages in the wellness/functional category, dairy has great untapped potential. Marketers of these beverages range from large drug conglomerates to new-age beverage entrepreneurs, manufacturers who are taking advantage of milk and its healthful halo. Yet dairy manufacturers are in possession of an ingredient (milk) that is capable of raising the bar on what a wellness or new-age beverage should taste like and contribute to the diet. This is an opportunity that the dairy industry cannot afford to miss. Just take a look at all the places dairy could be.
Ross offers a similarly processed and packaged nutritional beverage for children ages 1 to 10 years old. This beverage-PediaSure®-is made with whey protein concentrate.