Hoping to offer consumers a moment of health and indulgence (a trend being seen across the wider food and beverage landscape – see Healthy Indulgence), New York-based coffee start-up AlphaMind has developed a new vitamin-infused variety.
The ground coffee is produced using 100% Arabica beans and contains a blend of vitamins and minerals to boost body and mind. These include vitamin B (which helps to convert nutrients into energy and assist in cellular metabolism); potassium (for electrolyte balance and skeletal and smooth muscle contraction); sodium (keeps muscles and nerves working properly); and iron (to aid the production and function of red blood cells).
The product comes in a number of iterations: Light Columbian Supremo, Medium Costa Rican Tarrazu, Dark Guatemalan, Jamaican Me Crazy, French Vanilla and Hazelnut. The coffee can be purchased either in a 12oz packet ($12) or 1oz pouch ($2) in the US.
Other beverage categories are also receiving a better-for-you makeover, borrowing visual and functional cues from the medical and health domains. For more on this, see The New Energy Drink and Trends in Tea: Update. Meanwhile, Rebranding Health examines new vehicles for vitamin delivery, as well as wider product and service overhauls for health and wellness.