Non-carbonated beverages divide themselves into a number categories including: carbonated drinks (such as colas, citrus, root beers and diet), energy drinks, sports drinks, teas, juices, bottled water, milk (dairy, soy and coconut) and nutraceuticals, which includes a host of products that are fortified with vitamins, minerals and dietary supplements.
Pulse’s product mix is calculated to exploit niches that have been identified in elected categories, niches that are either unoccupied or have yet to attract significant attention.
According to just-drinks.com, sales of vitamin enhanced beverages are growing at the rate of 10% per annum. Forecasters believe that this trend will continue. Currently, Japan is the largest consumer of such drinks, with 2009 sales of $8.9 billion. However, the growing popularity of the category in the United States has caused some experts to predict it will overtake Japan in 2014. Although the category is experiencing good growth, no clear-cut winner has emerged. Pulse goes beyond vitamin enhancement by using 100% natural ingredients, no artificial coloring, and nutritional additives.
Pulse® Functional Products
Compared to other products being introduced in this category, Pulse® can be regarded as a breakthrough product. Pulse intends to build on the original formulation developed with a major healthcare corporation, and spotlight the differences that give the Pulse® functional products a legitimate claim on the attention of their target audiences such as: liposome-based actives, enhanced potency (undiluted or diminished strength due to delivery system), taste, attractive packaging and measurable results.