Section 1 Brand Management Part B - Case Studies on Brand Management
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Health drinks, a part of the functional food and drinks category is one of the most valuable consumer markets of today. It mainly includes beverages such as energy foods and drinks, sports drinks and health soft drinks, etc. The category of health drinks also comprises the drinks such as soy milk and other soy based drinks, fruit juices, targeted health drinks (e.g., calcium rich drinks particularly for the bones), and new age drink with health benefit such as many herb and berries that are coming into the international markets from Asia and South America. Over a dozen of these health drinks which are marketed as hip and trendy, are promising weight loss, cell-damage-reducing antioxidants and natural energy have been found on the shelves of modern retail outlets since 2007.