Beverage companies are exploring more nutritious product options in response to falling sales and criticism alleging that less nutritious drinks contribute to obesity. New drinks being introduced to the market include sports drinks, vitamin waters, fortified juices and what the companies are calling "negative calorie" drinks that they say promote weight loss.
Former President Bill Clinton and the American Heart Association inked a deal with Kraft Foods, Mars, Campbell Soup, Groupe Danone and PepsiCo to make the snacks sold in schools more nutritious. The deal sets guidelines for fat, sugar, sodium and calories for snack foods and beverages. In elementary schools, drinks will include low-fat and nonfat milk, water and unsweetened juice, according to an agreement made with the beverage industry in May.
The U.S. has been a slow-growth market for French yogurt giant Groupe Danone, but one of the company's latest brands, Activia, has started to make headway into a U.S. market that Danone believes has huge earning potential.