DRINKS THAT AREN’T DRINKS – PART 2
Tata’s Activate in the United States is one of the best known examples of a drink that uses new self-dispense caps to give consumers the theatre of pressing or twisting the top to diffuse colour, flavour and function throughout the bottle. In time, it’s not impossible that such caps could by themselves become as popular as bags for tea or pods for coffee. At this month’s Vitafoods exhibition in Geneva, I saw several products that have adopted a somewhat different approach. Here are four:
- Novel Creation’s Maximum was launched in Israel two months ago. It’s a range of liquid supplements in 30 day supply bottles. The reasoning is that liquid is absorbed three times more effectively than tablets or capsules.
- Second was Re-code, a slimming and shaping syrup from Zuccari in Italy. For 45 euros, women over 30 can buy a 20 day bottle of 200ml, converting 10ml servings into a 1 litre a day regime.
- A third new example was DrenaFast from Biocol in Portugal, designed to detoxify and provide you with a perfect flat stomach.
- Capping them all was an ingenious but complex product called Pyour from the Netherlands. Inside the otherwise empty bottle is a tube of 20 tablets. You put a tablet in the cap and it dissolves when you fill the bottle. For 12.95 euros, you can have a five day routine of four flavoured probiotic drinks a day to “support healthy bowels”.