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Functional foods moving to new territories

The launch of an ice cream with performance supplements to encourage muscle growth, and an organic, fat-free, coconut water-based sorbet are some of the latest functional foods now available in the US market.

According to market research group Datamonitor, the new products are an example of how manufacturers of functional foods are straying further from traditional territories.

US natural foods manufacturer Turtle Mountain launched its So Delicious Coconut Water Sorbet earlier this year in September. The product comes in a choice of hibiscus, lemonade, mango and raspberry flavors and is certified gluten-free and organic, as well as claiming to contain only 100 calories per serving.

According to Datamonitor, “the launch shows how coconut water is continuing to make waves as a functional ingredient, and how it is expanding beyond the beverage sector to reach ever more diverse product categories.”

Pro Foods launched their PRO CREAM Performance Light Ice Cream earlier this year in February. While the flavours (strawberry, chocolate and vanilla) are typical, PRO CREAM’s blend of vitamins and minerals, including Vitamin A, C, calcium and iron, are atypical of ice creams.

Confectionary giant, Wrigley, is also due to launch a new product in the US functional foods market. According to Datamonitor, the company’s Extra Dessert Delights Sugarfree Gum takes inspiration from classic American desserts such as key lime pie, strawberry shortcake and mint chocolate chip.

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