FMI/Power of Five Show: End of an era

Atlanta-based Coca-Cola Co. debuted Diet Coke Plus, which contains 10 to 15 percent of the daily requirement of niacin, zinc, magnesium and vitamins B6 and B12 but has no calories. It does not replace Diet Coke, rather offers another option for Coke drinkers. Diet Nestea White Tea Berry Honey is a mouthful, but this zero-calorie product capitalizes on the popularity of white tea.

Minute Maid Enhanced Juices, a line of 100 percent OJ with added functional ingredients, is available in Multi-Vitamin and Active with glucosamine hydrochloride for achy joints. Cucumber Mojo White Tea from Fully Loaded Tea, Vancouver, contains crunchy cucumber and carrot pieces, and Tomato Rebel Black Tea has tomato pieces and basil leaves. Its Fully Loaded Tea, black and green caffeine-free teas, are made with superfoods such as goji berries, seabuckthorn berries and lingonberries. And then there is Mega Beet, new beet juice offering from Luvli Juices, Boston. Nexcite, an herbal energy beverage, containing damiana, ginseng, guarana, mate and schizandra, arrived from Sweden-based Nexcite for women only.

I’m so tired

According to Mintel Global New Products Database), close to 200 new energy drinks were introduced in the U.S. market in 2006. They are proliferating in 2007 as well.

4C Foods Corp., Brooklyn, N.Y., served up Totally Light2Go Energy Rush, a lightly carbonated caffeinated energy drink sweetened with Splenda and packaged in convenient packets you add to a half-liter bottle of water. Stonyfield Farm brings Shift, an organic energy drink targeted to active teens and young adults, to the marketplace. It’s rich in protein, vitamins, contains acai and ginseng.

Beverage Concepts LLC, Calabasas, Calif., tops the charts with Jimmy Hendrix Liquid Experience, a new energy drink (with caffeine, taurine and CoQ-10), packaged in a commemorative aluminum bottle. A portion of every sale will be donated to MusiCares, the Recording Academy foundation.

The average consumer drank about 21 gallons of bottled water last year, according to Beverage Digest. In fact, Americans drank more bottled water than they did milk, and nearly as much as beer.

Kraft Foods rolled out Fruit 2O vitamin-enhanced waters, including: berry pomegranate Immunity, raspberry Energy, strawberry-tangerine Hydration and tropical fruit blend Relax, all targeted to 30- and 40-something males. It joins Fuel 2O, an energy water launched earlier this year for teen and 20-something males. Both Fruit2O and Fuel2O are enhanced with antioxidants, vitamins, caffeine, electrolytes, chamomile and hibiscus. And Kraft’s Crystal Light On The Go Enhanced Soft Drink Mix packets are another option for water guzzlers. Just pour a packet into a 16.9 oz bottle of water and shake.

Seattle-based Jones Soda introduces Jones 24C mega multi vitamin enhanced water in a variety of flavors. Coca-Cola Co.’s Dasani Plus is a vitamin enhanced water with no calories in Kiwi Strawberry, Pomegranate Blackberry, Orange Tangerine. Nature 101, Hayward, Calif., says its Vitamin & Fiber Water contains invisible dietary fiber strands. Irreverent Liquid Salvation Inc., Lake Tahoe, Nev., exhibited Liquid Salvation Ultra Hydrating Water in a flask-like plastic container. The company uses a patented, electrolyzed process that de-ionizes purified water and breaks down the surface tension of the water molecules for “optimal hydration.” Its original Liquid Salvation has been a big hit in nightclubs, ski resorts, music festivals and sporting events.

Kidding around

With kids in mind, General Mills’ Green Giant and Nickelodeon Vegetables (low-fat blends) frozen options debut, along with a kid-friendly educational initiative to make eating healthy www.mightygiants.com. TVH Co. Ltd., Hong Kong, introduces Fruispy, a dried fruit snack made with cell membrane rupture technology, which enhances nutrient absorption. Flavors include Apple, Banana, Cantaloupe, Grape and Pineapple.

Wild Waters Inc., Hingham, Mass., targets kids 5-12 with Wild Waters, all natural vitamin and mineral flavored waters in six flavors.

Birchwood Foods, Kenosha, Wis., rolls out Disney Mickey Burgers, patties shaped like Mickey’s head (ears and all).

And don’t forget Fido and Fifi. Dogs Well, Beverly Hills, Calif., introduces fortified Vitality (flaxseed), Happy Hips (glucosamine and chondroitin) and Breathies (mint and parsley) all natural duck breast treats for dogs; plus Vitakitty (flaxseed oil) and Happy Hips (glucosamine and chondroitin) made of all natural chicken breast for cats. Homestyle Select, a line of fresh refrigerated meals for dogs, debuted from Secaucus, N.J.-based Freshpet. And you can send greeting cards to your dog pals (made of natural rawhide and pet-safe non-toxic ink) courtesy of CrunchKins, Rancho Mirage, Calif. They were on display in the pressroom, and looked so good, journalists had to be stopped from sampling them.