Vitamin fortified soda

Coke and Pepsi are entering the functional food arena with 2 vitamin-fortified sodas. Dogged by increasing evidence linking soft drink consumption with obesity, and stymied by flagging sales, the two behemoths are marketing these new products as “sparking beverages.” Coke is entering with “Diet Coke Plus”, fortified with niacin, vitamins B6 and B12, magnesium and zinc. Pepsi’s entrant is with the web 2.o sounding name, “Tava” which will contain vitamins B3, B6 and E, and chromium.

Whether consumers will buy into these health benefits remain to be seen, but any real benefits are doubtful. In fact, recent evidence suggests some vitamin supplements show no clear health benefits and may even pose potential harm. Whole fruits and veggies remain your best sources of vitamins.

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