New formula for 100PLUS Reduced Sugar isotonic drink

As a market leader, F&N has come up with 100PLUS Reduced Sugar, a healthier choice beverage for everyone to enjoy on any occasion.

[caption id="attachment_394489" align="alignright" width="300"] Leong Wai Yin of F&N Beverages Marketing with bottles of 100Plus Reduced Sugar and 100Plus Blackcurrant.[/caption]

100PLUS was launched in Malaysia in 1983 by soft drink manufacturer and distributor Fraser & Neave Beverages Marketing (F&N) to commemorate the group’s 100th anniversary. The number 100 in the name denotes the company’s 100-year heritage, while “Plus” signifies its continuous innovation for another century.

Meant to target the sporting community, the isotonic drink also marked the emergence of national awareness of leading a healthy and active lifestyle, which inspired its creation.

“The loss of water and electrolytes in sweat will result in fatigue and dehydration. 100PLUS was specially formulated to help restore what the body has lost during physical exertion and rehydrate the body to its optimal hydration level,” said Leong Wai Yin, senior marketing manager at F&N Beverages Marketing Sdn Bhd.

100PLUS contains ingredients such as sodium, minerals and electrolytes, similar to that in the human body to help maintain the body’s pH level.

“A minimum 4g of sugar per 100ml in the drink is the average requirement for providing the same osmotic pressure as the body’s natural fluid balance,” Leong explained. “The formula allows for efficient absorption of fluids into the body, replenishing it 40% faster than water, making the drink the preferred choice for most athletes

The homegrown brand has since come a long way, having carved a name for itself among Malaysians as the leading isotonic drink in the country. Today, an average of 1.5 million bottles of 100PLUS are sold daily.

Given the current demand and health trend, F&N wanted to provide a healthier beverage for consumers who lead active lifestyles. “The brand aspires to provide consumers a healthier yet tasty drink, while encouraging individuals to embrace an active lifestyle for a balanced and healthy well-being,” said Leong.

As such, the entire range of 100PLUS were reformulated to contain 6g or less sugar per 100ml, and now carry the Healthier Choice Logo (HCL) from the Health Ministry.

Seeing how diet-related diseases such as diabetes mellitus, obesity and cardiovascular diseases are on the rise in Malaysia, F&N also came up with a reduced sugar version, the new 100PLUS Reduced Sugar, in April this year. This is because excessive dietary intake of sugar, fat and sodium have been shown to be associated with the development of these diseases.

“Nowadays, we see a rising incidence of people with diabetes and other diseases; health becomes a real concern for all consumers. As a market leader, we have taken steps to improve the formula to make it a healthier choice beverage so everyone can drink 100PLUS on any occasion,” said Leong.

“This allows you to enjoy 100PLUS and savour the benefits of an isotonic drink minus the sweet element. 100PLUS Reduced Sugar is a product that we are very proud of. It has 33% lower amount of sugar content compared with the 100PLUS Original, with no added artificial sweetener, containing 4g of sugar per 100ml,” she revealed.

Anything less than 4g will be considered an electrolyte drink, like water, which can only help to rehydrate.

Isotonic drinks have added minerals and can help to supply energy, Leong added. A lot of research and focus have gone into getting the formula right. It took less than a year for the R&D team to reformulate, conduct taste test, quality control and sampling.

“We wanted to ensure the taste and flavour were not compromised, however, due to the lower sugar content with no added artificial sweetener, consumers might get a lighter taste when drinking the 100PLUS Reduced Sugar.”

Since the launch of the product, response has been very encouraging and consumers have been receptive towards this new taste. Product samplings were earlier conducted in supermarkets to introduce the taste to customers.

To F&N’s surprise, rather than having older consumers aged 40 and above drinking the 100PLUS Reduced Sugar, it was the younger generation who took to the drink well, which goes to show that even younger consumers are very much health conscious.

The 100PLUS Reduced Sugar will not replace the Original version as it is still the flagship of the brand and number one in the market, Leong assured. “Some people love it, but those familiar with the original taste may not be able to adapt, so they can opt for the Original or other variants.”

Over the years, other effervescent variants have been introduced to cater to different tastes such as 100PLUS Lemon Lime,100PLUS Orange and 100PLUS Berry. The latest is the new 100PLUS Blackcurrant, launched in conjunction with the Raya festivities.

F&N has also come up with 100PLUS Active, a non-carbonated version of the Original with similar hydration benefits, added with vitamins B3, B6 and B12 as well as 100PLUS Active Powder, a non-carbonated isotonic powder in sachets.

“We offer consumers a range of healthier beverages, but if they want an even healthier version, then 100PLUS Reduced Sugar is for them,” she said.

So now, you can continue to refresh and rehydrate with the popular isotonic drink after your daily activities, minus the guilt. You can easily grab a bottle of the new 100PLUS Reduced Sugar as it is now available at all major retail stores.