Tropicana Products Inc., Bradenton, Fla., a part of Purchase, N.Y.-based PepsiCo Inc., markets Tropicana® Smoothies™. Labels describe the beverage as a "nutritious blend of juice & yogurt." Among two recent additions is Pineapple Mango Medley Antioxidant Boost, which is described as being loaded with antioxidant power to fight free radicals and fortify the immune system. The other-Raspberry Chocolate Dip Protein Power-is packed with 10g of protein to provide the body fuel to feel good all day. Both drinks provide noteworthy levels of protein from added nonfat dry milk, whey protein concentrate and whey protein isolate.
Meal replacement beverages often include milk and/or dairy ingredients in order to obtain a rounded nutrient profile. This is especially true in products targeted to women, since women want creaminess and great taste without unnecessary calories or sugar. And milk can do this.
Bravo! now markets a line of Mars® candy-flavored milks. The Milky Way® reduced-fat chocolate milk and the 3 Musketeers® low-fat chocolate milk drinks are described as "ultimate milk," whereas the Starburst® line goes by the fanciful name of "ultimate smoothie" and is positioned as "fruit & crème."
"Our research told us kids love the refreshing taste," says Dave Haley, dir. of marketing. "And besides tasting great, our new product helps address two critical issues with today's kids"-obesity and calcium intake.
These products rely on dairy to provide them with a point of differentiation in the competitive beverage category. There's no doubt that cutting-edge marketers will continue to offer today's consumers the types of beverages that they want: great-tasting, smooth mouthfeel and nutritionally appealing. Dairy offers all that and more!