Finnish beer and soft drink manufacturer Hartwall has launched Fenix Piristava, a new cranberry and pink grapefruit health drink designed to meet the growing consumer demand for health and wellbeing products.
Hartwall is using Ocean Spray's cranberry concentrate in the stimulating drink, basing its decision on the numerous studies showing the health benefits of cranberries, primarily its anti-adhesion effect on urinary tract infection but also its potential for disabling bacteria in the stomach and oral cavity.
"Consumer research - which found that more than 50 per cent of the Finnish population watch their diets carefully and exercise regularly - contributed to the development of our Fenix health drink," said Esa Rautalinko, Hartwall's marketing director.
"But it was more than just well-documented health benefits that led us to include the cranberry. The berry's vivid colour and tart flavour enhance and complement the pink grapefruit, providing a delicious and stimulating drink with excellent mouthfeel."
Cranberry concentrate is an eight-fold concentration of Ocean Spray's cranberry juice. Prepared from depectinised, filtered juice from mature North American cranberries, the concentrate contains no added colours, flavours or preservatives and is rich in phytochemicals.