Mary Carmichael
A new range of fruit-based drinks called Zipp is targeting specific health demands and pioneering what brand owner Infuzionz predicts will be a £15m opportunity in the next three years.
Infuzionz - a group of entrepreneurs and marketers - has identified five health issues that are a
priority for the majority of adult consumers - cancer prevention, heart health, energy/performance, weight management and strengthening the body&'s immunity. It has worked with food scientists and dieticians to develop two initial low calorie lines made with 100% natural ingredients.
Available from 5 June, Slenderize with vitamin C, chromium and Super-Citrimax - an extract from the South Asian garcinia combogia fruit - is positioned as curbing appetite, burning fat and increasing energy levels and comes in orange mango, apple elderflower and strawberry melon flavours.
Vitalize has a broader platform, claiming to support a healthy immune
system, reduce the risk of cancer cell growth through the inclusion of green tea extract, and protect against heart disease through folic acid. It also contains seven essential vitamins and zinc and comes in peach passion fruit, apple guava and strawberry blueberry. The rsp for all the products is £1.19 for a 500ml bottle.
Managing director Jacob Bruun-Jensen said the range offered a tasty alternative to sugar-rich soft drinks and juices. &"Zipp has performed phenomenally well in consumer research,&" he added. &"This brand new concept in the better-for-you category addresses the day-to-day health concerns that affect the nation.&"
He said the company was looking at further products to address the other health issues and was currently considering six different products with new natural ingredients to assist consumers in managing specific &'health solutions&'.
Bruun-Jensen predicted that his brand would capture a 1.5% market share of the functional beverage market and said the com-pany aimed to build Zipp into an £8m brand by 2008.