Energy Drinks and the New Food-Supplement ContinuumEnergy Drinks and the New Food-Supplement Continuum

American consumers have characteristically chosen an all of the above approach. This new continuum has brought superfoods, along with fortified/functional foods and beverages, to the sweet spot of new product development, such that these center-of-continuum products will continue to account for disproportionate share of the best-selling, most profitable entries in the market.