By Jennifer Cirillo /
The group of drinks that have vitamins stored in their caps, ready for release upon consumption, is a relatively small category, often referred to as having dosing cap technology or called drink-to-mix beverages. Though some brands have been on the market for four-plus years in the United States, these drinks offer a somewhat new packaging technology and product positioning that rivals the popular vitamin-enhanced segment of the industry.
Benjamin Punchard, senior global packaging analyst for Mintel Group Ltd., says that while these drinks come in different formats (vitamins in caps, pouches or tablets) the positioning is the same. “By providing packaging that visibly offers an additional level of protection, you are communicating to the consumer that either the vitamins that you are providing require that and therefore they must be better than the competitors, or the general efficacy is going to be better. In terms of communicating that aspect to consumers I think it’s quite a good strategy.”