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With 'functional' beverages, brands rush to quench a thirst for drinks that do more than just taste good

Nutritionists say the general trend of consumers seeking out healthier beverages is a good one. But experts also say people should be cautious and read ingredient labels.

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With 'functional' beverages, brands rush to quench a thirst for drinks that do more than taste good

Supermarket beverage aisles are starting to look a lot more like a pharmacy.

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Brands rush to quench thirst for functional wellness drinks

The global market has exploded for drinks that promise to do more than just taste good. So much so that grocery store beverage aisles are starting to look more like pharmacies. There are sodas made with mushrooms that supposedly improve mental clarity and juices packed with bacteria that claim to enhance digestive health. Water infused with collagen carries the promise of better skin, and energy drinks offer to help burn body fat. Welcome to the frenzy of functional beverages. What started in the late 1980s with caffeine- and vitamin-laced energy drinks like Red Bull has grown into a multibillion-dollar industry. Hundreds of brands are vying for consumers’ attention with increasingly exotic ingredients and wellness-focused marketing.

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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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Brands rush to quench thirst for functional wellness drinks

Brands rush to quench thirst for functional wellness drinks
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