“Things
sweet to taste prove in digestion sour,” the Bard of Avon reminds us, an
observation that is confirmed by examining the history of carbonated beverages.
Our love affair with fizzy drinks is souring. The American consumer is no
longer as enamored of soda as in the heady days when he or she was told ‘Things
Go Better with Coke’.
The
soft drink market has turned soft. Quenching thirst (hydration in modern
jargon) is no longer enough. Now consumers are asking for functional hydration
that adds electrolytes and carbohydrates to their beverages, and companies like
Laguna Blends (CSE: LAG) (OTC: LAGBF) (LB6A.F) are answering. For athletes,
jocks, players, amateurs, pros and average Joes, Laguna Blends has brought two
healthful hemp-based beverages to market. With its Caffe Protein Coffee and
Pro369, Laguna Blends is set to taste success in the fast growing functional
beverages market.
Functional
beverages are drinks that not only keep our bodies hydrated but provide some
added nutritional benefit. Under this category fall a variety of fortified
drinks that address health and nutritional issues across all age groups.
Ingredients added to fortify drinks include herbs, vitamins, minerals, amino
acids, fruit and vegetables. The market is segmented into energy drinks, sports
drinks, nutraceutical drinks, dairy-based beverages, juices, and enhanced
water. A nutraceutical is a food or drink that promotes health or has medicinal
benefits. The three largest segments are, in order from largest down, energy
drinks, sports drinks and nutraceutical drinks.
According
to a white paper (http://nnw.fm/M9Tmu) from industry analysts First Beverage
Group, smaller “better-for-you” brands like Caffe Protein Coffee and Pro369
have billions of dollars of market share in play. ‘Small brands… are expected
to grow into… a $95 billion market by 2020’. In the white paper, released last
year, First Beverage Group identifies three factors it believes will drive
growth in the non-alcoholic beverage market.
The
first is ‘an increased focus on “health and wellness” (that) has already shaped
general consumption habits across food and beverage categories’. The second
determinant is the rise of the “smart consumer” – the informed consumer who
demands increased transparency, simplicity in ingredients, and truth in
labeling. Thirdly, it cites the behavior of Millennials as an important
characteristic, noting that this group is ‘the most socially and digitally
connected generation in history and their consumption patterns, which demand
better-for-you, authentic, hand-crafted, and local products, will continue to
drive a significant shift not only in consumption patterns, but also in the way
brands market themselves…’.
Laguna
Blends is certainly ready for the challenge. The company markets products based
on the nutritional health benefits derived from hemp. Its flagship product is
Caffe Protein Coffee, which is loaded in proteins: both whey and hemp. Another
product is Pro369, which combines HempOmega®, hemp protein and ginseng, and
comes in four delicious flavors: Vanilla Caramel, Tropical Fruit, Mixed Berry
and Chocolate Banana.
Research
(http://nnw.fm/d57dO) has uncovered the nutritional benefits of hemp. Hempseed,
typically, contains over 30 percent oil and about 25 percent protein, with
considerable amounts of dietary fiber, vitamins and minerals. The hempseed oil
contains over 80 percent in polyunsaturated fatty acids (PUFAs) and is an
exceptionally rich source of the two essential fatty acids (EFAs), linoleic
acid and alpha-linolenic acid. These EFAs are used, by the body, to build more
complex fats called omega-3 and omega-6 fatty acids, which have been shown to
promote cardiovascular health.
For
more information, visit www.lagunablends.com
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