Ingredients

Fluid
Fortification:
Bottled Waters for
Health and
Refreshment
According to Ram Chaudhari, Ph.D., Senior Executive Vice President and
Chief Scientific Officer at Fortitech, bottled water is the fastest growing
category of soft drinks. In an interview with Food & Beverage Asia,
Dr. Chaudhari shares his thoughts on the trends and challenges involved
in making a bottled water that will quench as well as fortify.

FBA: Bottled waters with added nutrients have appeared
in both the US/European and Asia Pacific markets in
recent years. What do you see as the main drivers for
growth in this soft drink sector?
Ram Chaudhari: Bottled water with added nutrients has
been growing rapidly worldwide because of market needs.
Today’s consumers are concerned with overall health and
wellness – as a result there is significant impact on food
and beverage purchases and exciting new patterns. Many
studies have shown that consumers are as concerned with
good health as they are about maintaining a high quality
of life.
The majority of consumers believe some foods and
beverages contain active ingredients that reduce the risk
of disease and improve long-term health. Increased
awareness of the impact between nutrients-containing
beverages, including waters, and overall health has fuelled
the double digit growth of the functional foods and
beverages market with estimated sales of over
US$20billion dollars and over US$55 billion worldwide.
The other key trend observed is that soft drinks are
being used at more occasions throughout the day to meet
the needs of consumers’ changing lifestyles. An
increasingly busy and fast-paced lifestyle has put pressure
on the on-the-go culture. This has created strong demand
for refreshment in a variety of out of home locations,
thus driving soft drinks, which are more acceptable and
convenient than other drinks such as milk, hot drinks and
alcoholic beverages.
FBA: What kind of choices confront a company who wants
to enter this product segment?
Ram Chaudhari: Consumers are becoming more
experimental, health aware and are drinking fewer
alcoholic beverages. There are growing numbers of
functional soft drink products ranging from health-driven
nutraceutical and vitamin enhanced products including
waters and energy drinks that offer specific benefits for
specific health concerns.
In order to be successful in the marketplace, one has
to think in terms of health innovation, flavour innovation,
ingredient innovation and specific age groups. These are
the factors that will shape the future of the beverage
industry. Bottled water is the fastest growing category of
all soft drink categories. This reflects the demand for lighter
and healthier beverages which helps to overcome the
degradation and uncertain quality of water supplies
worldwide.
For example: Nestlé’s vitalising still mineral water
comes powered with ginseng and herbal extracts. It is
available in grape and mango flavours. Children’s ACE
is a refreshing mineral water, enriched with vitamins A,C

48 FOOD & BEVERAGE ASIA APRIL/MAY 2006

 Ingredients

and E. This product is positioned as Ram Chaudhari: Based on coupled with extensive product
a functional water and is available in Fortitech’s experiences, formulation expertise, will be able to
five flavours. there are numerous assist formulators in every way
challenges to overcome in possible to add value during the
FBA: What are some of the common order to address both the product development process.
formulation problems encountered by consumer ’s need for
bottlers who are seeking to produce healthy ingredients and the FBA: As a supplier of premix
a product with an efficacious level of manufacturer’s need for nutrients, how would you
nutrients as well as acceptable delivery systems free of characterise Fortitech’s
flavour and appearance? formulation issues such as approach in product
appearance, taste, texture development support for
and flavour which need to water bottlers?
be considered acceptable to Ram Chaudhari:
consumers. Fortitech’s expertise
Certain nutrients are not allows us to deliver a
very soluble so one has to premix specific to
select the correct delivery form different age groups and
to avoid unsightly sedimentation. health conditions, for example,
Certain nutrients may give a bitter immune health, antioxidants, energy
aftertaste and some are not very water, nutrients for stress relief,
stable. Others may be light and/or rescue, revive and memory. As a
heat sensitive. “single stop shop” , we can provide
At Fortitech, we can design a solutions for product developers and
specific blend customised to a manufacturers – from concept to
particular health condition that market launch. We work with a
Ram Chaudhari, Ph.D., Senior
Executive Vice President and Chief delivers nutrients needed for company’s research and development
Scientific Officer at Fortitech. marketing needs. Our knowledge, group to design a programme
whereby stability-related issues
during shelf-life will be addressed to
Halal certification expands premix the company’s satisfaction.
opportunities for Fortitech Europe
FORTITECH Europe’s new state-of-the-art nutrient premix FBA: Could you share your thoughts
manufacturing and testing facility in Denmark is now certified Halal by on the potential for this product
the Islamic Food and Nutrition Council of America (IFANCA). To earn category in East Asia?
the certification, Fortitech Europe’s manufacturing facility and laboratory Ram Chaudhari: There is tremendous
had to successfully meet strict Islamic guidelines dealing with hygiene, opportunity for these products due to
dietary regulation, raw material processing and premix packaging. the tropical climate in the region. One
“Meeting the rigorous Halal requirements is an excellent move for has to drink a significant amount of
Fortitech’s growing business initiatives in our market,” says Peter fluid in order to maintain hydration
Sørensen, Managing Director of Fortitech Europe ApS. “With more than and electrolyte balance along with
1.5 billion Muslims worldwide, we see Halal as a form of guarantee that other value added nutrients to
boosts our customers’ trust and confidence in our nutrient premixes.” improve overall wellness and
Fortitech Europe ApS can now fully meet the growing demand for improved performance. I see
Halal-compliant premixes in the food, beverage and pharmaceutical Fortitech as a partner in supporting
industries throughout the Middle East, Europe and Africa. Statistics show scientific justification for nutrients
that not only Muslims are choosing Halal products – demand is increasing for different health conditions. One
among a diverse group of consumers on every continent because Halal has to keep in mind that the final
is being perceived as a quality assurance and safety measure due to the product has to taste good, the
necessary strict hygienic regulations needed for certification. packaging has to be attractive, and the
Headquartered in Chicago, USA, IFANCA is a non-profit Islamic marketing message must be factual
organization dedicated to promoting Halal food and the institution of and science-based.
Halal. Enquiry No: 087

FOOD & BEVERAGE ASIA APRIL/MAY 2006 49