Coca-Cola introduces Vitamin D enhanced beverage
Coca-Cola has released a new line in its US glaceau vitaminwater range, vitaminwater stur-D, a beverage fortified with vitamin D, calcium and vitamin C, and containing 5% juice. The drink, which is is a blue agave/passionfruit/citrus flavoured blend, is also the first enhanced water/juice with a solely fruit-derived blue colouring.
Coca-Cola said that the drink was prompted by increased consumer awareness around vitamin D and low national levels of the substance.
Each 236ml (8 fl oz) serve contains 10% of the US daily value for vitamin D and calcium, and 120% of the daily value for vitamin C. The drink also includes 40% of daily requirements for vitamins B3, B5, B6 and B12. One bottle contains 591ml (20 fl oz).
“This has truly been an exciting year for the vitaminwater trademark – from the successful launch of vitaminwater zero to a breakthrough in industry innovation like vitaminwater stur-D,” said Matt Kahn, Senior Vice President, Brand Marketing. “These are true testaments to vitaminwater’s commitment to meeting consumers’ needs and ever-evolving lifestyles.”
Vitaminwater stur-D will join the brand’s US range of offerings in December 2010 for a RRP of US$1.49.
10% of DV? How can you market a product as a beverage geared towards Vitamin D when 10% of DV (200iu-400iu, depending on age) is practically useless, 20-40 IU/s per serving? One cup of milk would give you ~120 iu’s of Vitamin D, and orange juice giving you 100 iu’s ( http://ods.od.nih.gov/factsheets/vitamind/ – other sources of Vitamin D also listed ).
This doesn’t even bring in to light that current studies and research are leaning towards rasising Vitamin D DV to 1500-2000 iu’s day ( http://www.sciencenews.org/view/generic/id/64101/title/Vitamin_D_is_essential_to_the_modern__indoor_lifestyle)
Those that have done their homework on the benefits of proper Vitamin D3 supplementation are most likely supplementing anywhere from 2000-5000 iu’s a day.
http://www.vitamindcouncil.org/
Daily D news from google – http://www.google.com/webhp?hl=en#hl=en&expIds=17259,26637,26992,27095,27117,27139,27177&sugexp=ldymls&xhr=t&q=vitamin+d&cp=3&um=1&ie=UTF-8&tbo=u&tbs=nws:1&source=og&sa=N&tab=wn&fp=8af3ce2fa8a48616