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Added 25 August, 2014

Beauty beverages are the Next Big Thing in Europe

"Functional beverages" is a category of non-alcoholic bottled drink that includes ingredients such as herbs, vitamins, minerals, and amino acids that are said to offer health benefits. Examples include sports drinks like Gatorade, energy drinks like Red Bull, and any number of ready-to-drink teas and waters infused with exotic herbs and "superfruits." In Europe, one of the fastest-growing segments of the functional beverage market is beauty beverages; drinks that purport to improve the look and health of drinkers' skin and hair. One brand called Bella Berry is set to be stocked by Tesco, the UK’s largest grocer. Typically, the drink is a combination of fruit juice from anti-oxidant-heavy superfruits and a handful of vitamins, collagen and green tea. A global trend towards healthier living continues to blur the lines between food, supplements and drugs. Expect to see even more superfoods, functional drinks and dietary additives on store shelves in the months and years to come.
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