Sparkling prebiotics: Rebbl launches functional beverages range for digestive health

02 Oct 2019 --- Plant-based, functional beverages brand Rebbl has launched a new line of drinks that boast six grams of prebiotic fiber for digestive health. Sparkling Prebiotic Tonics are marketed as “refreshing” and “hydrating” and include flavor profiles such as cold-brew cola and ginger turmeric. Moreover, the drinks only have six to eight grams of sugar per bottle, the company says. The launch comes as functional beverages are progressively becoming more popular among consumers as a fast and enjoyable way to boost daily nutritional needs.

Previously, the brand launched plant-based, indulgent beverages that touted functional benefits due to their adaptogenic ingredients, such as ashwagandha.

With digestive health being an overarching theme spanning several industry trends, prebiotic fiber is becoming almost a staple fortifying ingredient. According to a 2018 Innova Market Insights consumer survey, 44 percent of US consumers are increasing their consumption of fiber, with 33 percent of UK consumers also doing so. At the same time, 21 percent CAGR has been reported in new product launches carrying a fiber claim. When asked for reasons why they are consuming fiber, unsurprisingly the majority of US consumers (64 percent) listed digestive health.

With digestive health being an overarching theme spanning several industry trends, prebiotic fiber is becoming almost a staple fortifying ingredient. Rebbl says that contrary to most beverages in the market that are packed with sugar, the new line offers a satisfying taste with less sugar. Moreover, the boosted fiber profile offers health benefits as prebiotic fibers can support the body in building and maintaining a healthy gut microbiome. They are also a necessary precursor to probiotics. Rebbl’s tonics deliver 22 percent of the recommended intake of daily fiber, the company notes.

“Our new Sparkling Prebiotic Tonics fill a void in the market when it comes to low-sugar options that aid digestive health. They also have the added benefits of plant ingredients like elderberry, turmeric, and mate for an added layer of functionality,” says Michele Kessler, Rebbl’s newly-appointed CEO.

“As with all of our Rebbl products, our ingredients are organic and ethically-sourced. A portion of the proceeds goes back to our nonprofit partner, Not for Sale, to help its innovative work around the world.”

Flavorful but functional
The line comes in flavors that promise to excite consumer palates while also boosting health. Despite demands for functional benefits, taste remains king and the most important driver toward repeat purchases.

• Forest Berry: Crisp and complex, Forest Berry features elderberry, blueberry, bergamot, and craft-brewed Fair Trade Assam black tea. This Tonic is robust and fruit-forward with a hint of vanilla and black tea. Forest Berry is vegan and contains 100mg of natural caffeine from tea.
• Mystic Mint: This beverage is a pure, gut-supporting effervescent hydration that energizes with craft-brewed yerba mate, cooling peppermint, hibiscus and lemon. Mystic Mint is also vegan with 100mg of caffeine derived from yerba mate.
• Ginger Gold: With notes of spicy ginger, earthy turmeric, warming vanilla, and bright citrus, Ginger Gold is tastebud and microbiome approved. Made with the world's most advanced turmeric extract, this organic Tonic may also support relief for joint pain. Ginger Gold features ginger, lemon, and cayenne pepper.
• Cold-Brew Cola: This offering is a sparkling coffee tonic that is both energizing and fortifying, with a nostalgic nod to classic cola flavor. It is vegan and contains 120 mg of caffeine from coffee.

All four flavors will be exclusively available at Whole Foods Markets across the US. Additionally, consumers looking to try the classic line of Rebbl’s coconut-milk based Super Herb Elixirs and Proteins can now visit Rebbl’s website to order them online and in bulk. The recent launch of an e-commerce business set up has allowed the brand to reach consumers in a new and more direct way, offering products directly to the doorstep. Shipping is throughout the continental US. Rebbl Tonics, however, are not yet available via e-commerce.

Edited by Kristiana Lalou

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