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Brand Week reports that “more than a dozen drinks promising weight loss, cell-damage-reducing antioxidants and natural energy are scheduled to hit shelves in 2007, with many more in the pipeline.” The new product introductions – a number of them coming from Coca-Cola and PepsiCo, which are looking to compensate for declining sugary soda sales - are expected to drive wellness and functional beverage sales, which grew from $41 billion in 1999 to $55 billion in 2005.

Ironically, the increase in healthy beverage sales comes as another beverage category – energy drinks, which make no pretense of being particularly healthy – also are on the upswing.

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