'Coca-Cola Plus' is Branded as Soda to Improve One's Health
Laura McQuarrie — February 3, 2017 — Lifestyle
References: secure.cocacola.jp & en.rocketnews24
While there are many consumers who are making efforts to reduce their intake of unhealthy sugary sodas, The Coca-Cola Company is set to release a new health-focused beverage by the name of 'Coca-Cola Plus.'
Unlike many beverages that are branded as diet-friendly drinks, this one is specifically being launched as one that has the potential to improve one's health. This is because a bottle of Coca-Cola Plus contains five grams of indigestible dextrin and other dietary fibers, which help to reduce the absorption of fat from food. As such, it is recommended to consume only one bottle per day alongside a meal.
The product is being referred to as a 'Tokuho Cola'; 'Tokuho' is a term that describes "Tokutei Hokenyo Shokuhin," or FOSHU—Food for Specified Health Uses. Other products in Japan that fall under this category include the recently released Coca-Cola with ginger extract to fight seasonal threats, as well as The Coca-Cola Company's Fanta 'Watermelon + Salt' beverage for summer hydration.
Unlike many beverages that are branded as diet-friendly drinks, this one is specifically being launched as one that has the potential to improve one's health. This is because a bottle of Coca-Cola Plus contains five grams of indigestible dextrin and other dietary fibers, which help to reduce the absorption of fat from food. As such, it is recommended to consume only one bottle per day alongside a meal.
The product is being referred to as a 'Tokuho Cola'; 'Tokuho' is a term that describes "Tokutei Hokenyo Shokuhin," or FOSHU—Food for Specified Health Uses. Other products in Japan that fall under this category include the recently released Coca-Cola with ginger extract to fight seasonal threats, as well as The Coca-Cola Company's Fanta 'Watermelon + Salt' beverage for summer hydration.
Trend Themes
1. Health-friendly Beverages - There is an opportunity for companies to create and market beverages that offer health benefits, such as reduced absorption of fat from food.
2. FOSHU Products - Developing and branding products as 'FOSHU' or 'Tokuho' could be a trend as Japan's population continues to age and focus on health management.
3. Functional Fibers in Food - The use of indigestible dextrin and other dietary fibers in food and beverage products as a functional ingredient could be a growing trend for health-focused consumers.
Industry Implications
1. Beverage Industry - The beverage industry can explore new product development opportunities by incorporating functional fibers and other health-focused ingredients in beverages.
2. Health and Wellness Industry - The health and wellness industry can collaborate with food and beverage companies to develop and market products that cater to consumers looking for health-friendly options.
3. Functional Food Industry - The functional food industry can capitalize on the growing trend of incorporating functional fibers and other health-focused ingredients in food products to meet the needs of health-conscious consumers.
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