Named after Sanofi’s beauty nutrition brand, Beautific Oenobiols is claimed to strengthen hair and nails, improve skin, aid weight loss and enhance vitality. The range of four drinks made from mineral water, fruit juice and nutrition additives will be sold in French pharmacies from this autumn before being released in other European countries.
Some media reports have interpreted the launch as an attempt by Coca-Cola to deflect recent criticism linking its flagship brand to a rising global obesity epidemic and to strengthen its position in the $13 billion functional food market.
In recent years, Sanofi has attempted to develop its over-the-counter pharmacy products. The firm acquired vitamin and beauty company Oenobiol in 2009 and bought shampoo and skin care products manufacturer Chattem Inc in the same year.
The firm also announced plans to make 900 staff in France redundant last year and has said that it will consider all option for its infectious disease laboratory in Toulouse.
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As concerns about its sugar-packed drinks grow in the U.S. and abroad, the Atlanta-based company beverage maker has moved to diversify its options.
Coca-Cola in France introduced Sprite with stevia, a natural sweetener that has no calories, earlier this year, following its launch of Fanta with stevia in 2010.
In 2009, Sanofi, based in Paris, bought Laboratoire Oenobiol, a company that makes nutritional supplements for skin and hair care.
The Wall Street Journal reported Tuesday that the range of four Oenobiol drinks will be made of mineral water, fruit juice and nutrition additives. The drinks will come with claims that they will "help strengthen hair and nails, embellish skin, lose weight and improve vitality," according to the newspaper.
In 2009, more than two dozen states settled a case with Coca-Cola and Nestle over the green tea drink Enviga, which claimed would burn more calories than it contained.
Both companies agreed to add disclosures to Enviga and any similarly formulated product to disclaim any weight loss benefits and indicate that weight loss is only possible through diet and exercise.
The latest announcement of the Oenobiol beauty drinks in France comes as Coca-Cola tries hard to increase its sales in Europe, with sales volume up just 1 percent in the third quarter.
WHAT ARE BEAUTY DRINKS?
- A beauty drink refers to a ready to drink beverage that contains ingredients that promote beauty from within.
- Ingredients can include herbs, vitamins, minerals, amino acids or additional raw fruit or vegetable ingredients
- Claims made on labels include: Calorie-burning powers, improved skin, anti-aging attributes and decreasing the risk of prostate cancer in men
- Analysts say the market for food with medical benefits equates to around $13 billion per year
- Yo Sushi! sells a drink which contains Collagen - a substance found naturally in the body and is essential for the well-being of bones, skin, hair and nails
