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Natural Products Expo

Functional beverages go condition-specific

Expo East 2016 shows a move toward marketing functional drinks to the conditions they address.

Marketing RTD beverage functionality is old news, if you look no further than energy drinks. But promoting function beyond the celebrated benefits of caffeine is growing. It’s not that brands haven’t been infusing their lines with healthy functional ingredients for awhile. What’s emerging is the movement of those benefits to front of label. Here are six brands from the Natural Products Expo East 2016 show floor that are pioneering the move. Drink it up.

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