A functional beverage with proven, finished-product efficacy, Nawgan lends credibility to a growing space
Jul. 6, 2011 1:14pm
Functional beverages are no small market. Heavy hitters like Gatorade, Vitamin Water and Red Bull all play in the $15 billion functional soft drinks, sports drinks & waters space in the United States. The category has enjoyed a double-digit trajectory for most of the last decade, save for 2009, when the category sunk to 4% growth. Sales growth clambered back up to 10% in 2010, predicated on the strength of energy shots and drinks, from such stellar performers as 5 Hour Energy. Buried in all those billions is an area of note: the small, high-growth...
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