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German soft drink market promoting algae

January 28, 2016
AlgaeIndustryMagazine.com

Recent launches in Germany include Rabenhorst’s Wheatgrass Drink with Spirulina Micro Algae and Green Tea Extract, Alnavit’s “Green Hero”” with Spirulina and Matcha and True Fruits’ Green Smoothie with Rocket, Mint & Chlorella.

Recent launches in Germany include Rabenhorst’s Wheatgrass Drink with Spirulina Micro Algae and Green Tea Extract, Alnavit’s “Green Hero”” with Spirulina and Matcha and True Fruits’ Green Smoothie with Rocket, Mint & Chlorella.

J dropcapulia Buech writes for Mintel Research that, as concerns over the health and environmental impacts of eating meat have grown in Germany, so too has interest in alternative protein sources, including seaweeds such as algae, chlorella and spirulina. Indeed, Mintel research finds three out of five German consumers either have tried or would like to try algae as a protein source.

Even though algae ingredients featured in less than 1% of total food and drink product launches in Europe between 2014 and 2015, according to Mintel’s Global New Products Database (GNPD), products based on algae are starting to make their way into the marketplace. And public attention around algae’s numerous health benefits is growing, with particular appeal to the younger generations in Germany – 42% of 16-24 year olds say they are incorporating more protein into their diets compared to a year ago.

But algae does not only fit in with consumers’ continued quest for alternative protein sources; its natural green color also means that it can help support health claims when featured alongside other green ingredients such as kale, green tea, or wheat grass. This could do particularly well with German consumers as Mintel research reveals over half of Germans aged 16-24 say they are prepared to change their lifestyle to be healthier.

This might be one of the reasons why algae-based launches have found a natural home in the juices and smoothies category. Recent launches in Germany include Rabenhorst’s Wheatgrass Drink with Spirulina Micro Algae and Green Tea Extract, Alnavit’s “Green Hero” with Spirulina and Matcha and True Fruits’ Green Smoothie with Rocket, Mint & Chlorella.

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