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Nutraceutical Products Set To Take Off

 - Apr 9, 2007
References: foodanddrinkeurope
Is has been revealed that Coca-Cola are developing a drink with L'Oréal, destined to be found on beauty shelves.

Thought to be called Lumaé, it is a tea-based drink, which will contain ingredients to help women care for their skin. Advertising and marketing will reflect this.

While scientists from the two companies have joined forces to create the concoction, Coca-Cola's marketing team has been dreaming up plans for a dramatic departure from its traditional distribution models.

It is aimed at "active and image-conscious" women who always jump on the latest health and beauty products. Previously, Coke and Nestlé launched a sparkling green tea drink called Enviga. Its claims that it burnt calories is currently under investigation by the attorney general in Connecticut.

Already popular in Japan, so-called -"Nutraceutical" food and drinks are seen as one of the fastest growing areas of the drinks industry. Already Danone have announced a yoghurt called Essensis, claiming to nourish skin from the inside out. Sephora also sell a similar product called Borba Skin Balance waters.