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 what
is a smoothie? : the smoothie market | legal
definition | 7 facts
A smoothie is a drink
that is produced by blending the whole fruit.
True smoothies are 100% fruit and a healthier alternative
to other soft drinks. Relatively new additions to our fridges and supermarket
shelves, smoothies are the latest drinks sensation to hit the thirsty UK nation.
You can now find smoothies in bars, restaurants, hotels, coffee shops and
many high street retailers. In a world where we are encouraged to increase
our fruit intake but perhaps we don't even have time to peel a banana, smoothies
are the ideal solution. |
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The growing smoothie
market
Smoothies first appeared in the UK in 1994. Since their debut, consumer consumption has increased dramatically (and is growing at +50% annually*) Mintel market reports indicate that UK smoothie sales will reach £235 million by 2011*. That's some thirst! Smoothies are also rumoured to be the soft drink predicted to have the largest % growth in the UK as people search for a healthier alternative to fizzy and sugar laden drinks.
(* source Mintel) |
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Legal definition of
a smoothie*
A smoothie is produced
by blending the whole fruit and a juice is the juice extracted from the fruit.
Currently there is no legal definition of a smoothie - this has allowed cheap
impostors to infiltrate the market, charge £1.50 (average purchase price of
a pure fruit smoothie) and confuse the consumer.
A smoothie should be defined as 100% pure and adopt the same guidelines
as 100% pure juice.
Anything that is added to dilute or artificially enhance is not pure and in
the case of smoothies should be labelled as a 'smoothie drink'.
If the legislation was coherent then any 'diluted' smoothies would be labelled
smoothie drinks, ensuring that the message to the consumer was clear and concise.
Today's consumer does recognise the difference between 100% pure juice and
a juice drink.
'5 a day'
Whilst the Department of Health (DoH) is to be commended in trying to increase
the consumer's consumption of fruit and vegetables, surely the consumer should
be allowed to decide what they want to eat in any given day.
The DoH tells consumers that 1 glass of juice = 1 portion, no matter how much
you drink. This does not take away the fact that 5 glasses = 5 portions. Although
not recognised by the government!
Even more confusing to your daily portion count is the fact that whilst smoothies
and their purity have not been legally defined, thus allowing the aforementioned
impostors, who can be sure what their portion count has actually been?
1 glass of juice or smoothie = 1 portion. Manufacturers of pure, unadulterated
products should not be prohibited of extolling the benefits of their products.
For instance, if a 250ml pure smoothie serving has 17 chunks of pineapple
and 15 strawberries per portion and we apply the guidelines of 12 chunks of
pineapple = 1 serving and 7 strawberries = 1 serving, this smoothie equates
to 3 portions in one glass and that does not include the pure fruit juice
it is blended with which = 1 portion. How many people would eat 4 portions
of fruit in one day if it were not made so easy to do so?
Surely the DoH should be encouraging the public to eat and drink their '5
a day' and leave worrying about where it comes from to the consumer. I suspect
the almost dictatorial approach adopted by the DoH will only serve to ensure
that manufacturers use every media possible to inform the public of the fact
that their product contains multiple portions.
(* comment provided by Josephine Beach, Managing Director, Fruit Factory™) |
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7 facts you didn't
know about smoothies... one for every day of International Smoothie Week!
- The smoothie (as we know it) was first in the spotlight back in the 40's
when movie stars enjoyed a fruit-rush before going on set.
- The difference between a smoothie and a juice is that a smoothie is created
by blending the whole fruit with all its nutrition - whereas a juice is simply
the juice extracted from the fruit.
- There is currently no legal definition for a smoothie, however, if legislation
followed juice market guidelines only a few brands would remain true smoothies;
the remainder would be labelled as 'smoothie drinks' as they are diluted with
yoghurt and sugar.
- True smoothies do not contain dairy products, preservatives, colourings,
additives or sugar.
- Smoothies are becoming a recognised form of nutritional fast food, 'food
on the go'.
- Some smoothies can be suitable for people with gluten intolerance, Coeliac
UK has a list of approved brands. Remember, always read the ingredients label.
- Smoothie packaging comes in all different shapes and sizes! Some can even
be stocked in vending machines.
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