By Donna Berry, Contributing Editor
It’s tough being a soft drink for today’s consumer, as expectations have exceeded the original intent of refreshing and quenching thirst. Because consumers want more from everything, beverage designers are shying away from carbonation and focusing on still beverages, which provide more latitude in terms of adding in a dose of health and wellness.
Further, carbonated soft drinks are getting a bum rap in the media. There’s a strong enough negative correlation between bubbles and beverages to cause a surge of activity in the still beverage business. Most recently, New York Governor David Paterson proposed to levy an excise tax on soda and other sugared drinks, a beverage category described by Michael Jacobson, executive director and founder, Center for Science in the Public Interest (CSPI) , Washington, D.C., as a “totally unnecessary and worthless product.”
“Soda consumption harms taxpayers,” according to Jacobson. “Taxpayers in New York State and elsewhere are already paying a heavy price for out-of-control soda consumption, since taxpayers subsidize much of the treatment of obesity, diabetes and other expensive health problems. Unlike milk or juice, soda provides nothing but empty calories to the diet. A state tax on these disease-promoting drinks could raise a billion dollars a year and put a modest dent in consumption. That’s a windfall for taxpayers in more ways than one.”
Still going strong
These are strong—and highly opinionated—statements. Nevertheless, the beverage industry is taking them to heart. This becomes quite apparent by recent still beverage product innovations and investments by the carbonated soft drink leaders.
“Taste remains No.1,” says Stacey Walton, senior research scientist, Tate & Lyle, Decatur, IL. “But today’s consumers also want their beverages to contribute to health and wellness, as well as come in a variety of flavors. Beverages manufacturers, on the other hand, are looking for ways to reduce costs.”
Ram Chaudhari, Ph.D., senior executive vice president and chief scientific officer, Fortitech Inc., Schenectady, NY, adds: “Beverages that emphasize a healthy base material still are the focus." He lists fruit juices, in particular those based on superfruits, as well as waters and tea as beverages wearing a healthy halo.
Blueberries still are the leading superfruit to flavor beverages, either alone or in combination with another familiar favorite or an intriguing exotic. Part of the reason is health, but part is also the across-the-board appeal of blueberries,” says Thomas Payne, industry specialist for the U.S. Highbush Blueberry Council, Folsom, CA. “Consumers equate blueberries with antioxidant power and readily accept them as an ingredient in almost any beverage.
“Beverage formulators know they can put blueberries on the label and take advantage of the image of blueberries as a healthy, delicious fruit full of natural goodness. There are already blueberries in a realm of juices and beverages that make the claim for antioxidants,” Payne continues. “From healthy juices and beauty-from-within beverages to nouveau nonalcoholic cocktails, blueberries are synergistic with so many ingredients, herbs and spices, among them ginger, cocoa, chocolate, caramel and lemonade, to name a few.”
Single-strength juice, which is made from fresh blueberries that are crushed, pressed, filtered, pasteurized, packaged and frozen, works particularly well in beverage formulations. “The Brix is in the range of 8° to 12°, with pH between 2.8 and 3.4,” adds Payne. “Further, blueberry juice contains about 12% sugar, and a low acid content of about 1.9%, which complements other high-acid juices.
