• Food Navigator USA, Friday, August 29, 2008 11:30 AM

Driven by the health and wellness trend, sales of superpremium juice drinks rose 12.8% in 2007, according to a report from the Beverage Marketing Corporation. The group includes fresh packaged juice, which is typically 100% fruit juice, or drinks that are similarly positioned in the market. Marketing for the sub-segment often contains terms like "antioxidants" and "omega fatty acids."

The study highlights POM Wonderful pomegranate juice as a prime example in the market place. The growth of superfruits is also demonstrated by the purple açaí berry from the Amazonian rainforest, which manufacturers boast contains antioxidants and omega fatty acids as well as high fiber and vitamin content.

Developments in the superpremium niche have also entered mainstream beverage categories. PepsiCo and Coca-Cola both added pomegranate flavors to their mainstream fruit beverage lines, Tropicana and Minute Maid. Bacardi and Anheuser-Busch have also introduced superfruit-fortified offerings.

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