Functional Near Water Launched in Israel

Neviot+ is fortified with five B complex vitamins: B3, B6, folic acid, pantothenic acid and B12. The vitamins are added to mineral water naturally high in calcium and low in sodium from the Ein Zahav spring located high in Israel's Galilee mountains.

07/12/06 Neviot, Israel, has launched Neviot+ a vitamin fortified and flavored mineral water for active consumers who are concerned about their health. Developed with the fortification expertise of LycoRed Ltd., Neviot+ is the latest entry to the fast-growing near-water category. Based upon Neviot's well-known mineral water, Neviot+ is mineral water fortified with a B vitamin complex and is available in two flavors: peach and apple.

“Neviot presented us with a few technical challenges that had to be overcome in creation of this healthy and tasty near-water,” explains Udi Alroy, Marketing Director of LycoRed. “We had to develop a means to fortify mineral water without affecting the taste, clarity or color. This challenge required a special formulation that improved the solubility of the vitamins. By adding value to the mineral water we helped Neviot create a new, healthy beverage. We are proud to be part of Neviot's success in leading the near-water beverage market in Israel.”

Neviot+ is fortified with five B complex vitamins: B3, B6, folic acid, pantothenic acid and B12. The vitamins are added to mineral water naturally high in calcium and low in sodium from the Ein Zahav spring located high in Israel's Galilee mountains. The delicate taste of Neviot+ is achieved by adding a small amount of fructose and flavors.

According to the Neviot product manager, Neviot is one of the leading mineral water brands in Israel. For many people, Neviot mineral water is an important part of an active lifestyle; and Neviot+ now gives the consumer another healthy beverage alternative. A 100 ml serving contains only 15 calories and is fortified with vitamins, making Neviot+ both a low calorie and healthy option.

Neviot is actively supporting Neviot+ with an extensive marketing campaign that includes investment in consumer education on the health benefits of Neviot+. Neviot is optimistic that following this latest marketing trend in the functional food market will add to their success.

This feature is provided by Nutrition Insight’s sister website, Food Ingredients First.

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