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Issue 4 2018

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industry news<br />

13<br />

Busting bitter, saving lives<br />

A new collaboration grant to scientists from Discovery<br />

BioMed, Inc. and the Monell Center will support<br />

development of next-generation screening technologies<br />

to enable identification of bitter taste blockers. The<br />

project’s ultimate goal is to advance human health by<br />

improving the taste and acceptability of nutritious plantbased<br />

foods and increasing patient willingness to take<br />

life-saving oral medicines.<br />

Funded by a Phase I grant from the Small Business<br />

Technology Transfer (STTR) program at the National<br />

Institutes of Health, the commercial-academic<br />

partnership will design and optimize high-throughput<br />

taste cell based bioassays that can be used to discover<br />

new bitter taste receptor blockers (antagonists).<br />

“The STTR grant<br />

will facilitate the<br />

transfer of Monell’s<br />

taste culture<br />

technology through<br />

DBM’s biotech<br />

entrepreneurship.<br />

This project<br />

exemplifies the<br />

value of public/<br />

private sector<br />

partnerships<br />

in stimulating<br />

technological<br />

innovation to improve human health,” said Nancy<br />

Rawson, PhD, Associate Director at Monell and a<br />

Principal Investigator (PI) on the grant.<br />

Bitterness, which can be aversive even at low<br />

concentrations, likely evolved as a protective function<br />

to help identify and reject potential toxins in plantbased<br />

foods. As such, it is no surprise that the bitter<br />

taste often associated with healthy plant-based foods<br />

prevents many people from enjoying them as part of<br />

a nutritious diet. Bitterness also impedes medication<br />

compliance, and unpleasant taste is cited as the number<br />

one reason for children failing to take medicines as<br />

prescribed.<br />

Artificial sweeteners, sugar and salt often are used<br />

to mask bitterness in foods and medicines, but these<br />

additives are not always effective and also not ideal in<br />

populations trying to avoid diabetes and hypertension.<br />

“Bitter taste currently presents a barrier to overcoming<br />

global public health challenges,” said PI Erik Schwiebert,<br />

PhD, CEO and Chief Scientific Officer of Discovery<br />

BioMed (DBM). “As a small business focused on drug<br />

discovery, we are excited to be working with Monell to<br />

help identify solutions to this problem.” n<br />

Global Functional Beverages Market<br />

Research Report – Forecast to 2023<br />

Increasing awareness<br />

of health and<br />

wellness is driving<br />

the growth of the<br />

functional beverages<br />

market at a global<br />

level. Functional<br />

beverages assist in<br />

enhancing various<br />

body functionalities<br />

such as the immune<br />

system, heart rate,<br />

digestive health, and<br />

weight management due to the presence of minerals,<br />

vitamins, herbs, amino acids, antioxidants, and bacteria.<br />

Thus, the health attributes of functional beverages are<br />

expected to drive market growth.<br />

Regional Analysis<br />

The global functional beverages market has been<br />

segmented, by region, into North America, Europe, Asia-<br />

Pacific, and the rest of the world. Europe is estimated<br />

to dominate the global functional beverages market<br />

in <strong>2018</strong>. The European market is projected to reach<br />

to US$74.26 billion by the end of 2023. Consumers<br />

are increasingly opting for healthy and nutritional<br />

drinks over calorie-heavy soft drinks, which is driving<br />

the growth of the functional beverages market in the<br />

region. In Europe, Germany and the UK are expected<br />

to contribute greatly to market growth. The functional<br />

beverages market in Asia-Pacific is projected to register<br />

a substantial CAGR of 7.29% during the forecast period.<br />

Rising health awareness is one of the major factors for<br />

increasing product demand in the region. In addition, key<br />

manufacturers of functional beverages are targeting the<br />

market in Asia-Pacific. The North American market is<br />

expected to account for 29.34% of the market share in<br />

<strong>2018</strong> and is projected to register a moderate growth rate<br />

during the forecast period.<br />

Segments<br />

The global functional beverages market has been<br />

segmented, on the basis of type, into energy drinks,<br />

functional fruit and vegetable juices, sports beverages,<br />

prebiotic and probiotic drinks, functional dairy products,<br />

dairy alternative beverages, and others. In 2017, the<br />

sports beverage segment accounted for the majority<br />

market share of the global functional beverages market<br />

and is projected to reach US$63.88 billion by the end of<br />

2023. However, the functional fruit and vegetable juices<br />

segment is projected to register the highest CAGR of<br />

7.13% during the review period. n<br />

https://www.reportbuyer.com/product/5605332<br />

issue four <strong>2018</strong> www.foodmagazine.eu.com

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