Refreshments full of functions

This article is available for reading in Trade magazin 2025/8-9.

Consumers are more focused on value for money, especially as these drinks often contain premium ingredients. Strengthening competition is driving market players to innovate all the time. New formulas, targeted active ingredients and solutions developed for specific wellness goals have become indispensable. There is growing interest in beverages enriched with vitamins and minerals.

Consciousness and renewal

For SWISS Laboratory the world of functional drinks presents both challenges and opportunities.

Márton Vecsei
head of soft drink brands
HELL ENERGY
Magyarország

“We always strive to offer our customers excellent quality at an affordable price”,

underlines Márton Vecsei, head of soft drink brands at HELL ENERGY Magyarország Kft.

According to the company, health consciousness remains a key trend, but price-sensitivity is putting pressure on manufacturers. They expect that the range of functions offered will continue to grow. In 2025 the brand’s entire portfolio is refreshed with a new look, modified recipes and new flavour variations. The Collagen, Relax and Vitamins products have been relaunched with reduced sugar content.

A  new product has also been developed: BCAA sugar-free drink for athletes, in two flavour combinations..

New formulas, targeted active ingredients, and solutions developed for specific wellness goals have become indispensable today

For adults and children

The Apenta+ functional range has become one of the most popular flavoured mineral waters on the market. Available in 750ml bottles, the carbonated and non-carbonated versions contribute to the body’s overall hydration with vitamins, minerals and plant extracts. This May the product selection was expanded, with the launch of two new 750ml drinks called Apenta+ Energy Water, and the company also entered the energy gel market with Apenta+ Power Gel products.

Patrícia Peres
brand manager
Maspex Olympos

“Guarana and matcha can help combat fatigue, thanks to their invigorating effects, promoting mental and physical freshness. Energy Water drinks contain guarana or matcha extract and vitamin B1”,

says Patrícia Peres, senior brand manager of Maspex Olympos Kft.

Anett Novák
senior brand
manager
Maspex Olympos

Senior brand manager Anett Novák adds that the company’s vitamin-rich fruit drinks launched under the Topjoy brand are available in three flavours. The product range contains 20% fruit and added vitamins. Topjoy Püré 100% products are available in two flavours, while the Topjoy SNACK series combines fruit with nutritious grains. The children’s beverage segment is also increasingly moving towards health consciousness.

“Most of our products are free from artificial flavours, added sugar, preservatives and colours”,

informs Anett Novák.

For instance 100g Kubu Tízórai is made exclusively from fruit purée combined with nutritious grains.

A sport, a vitaminpótlás és a szépségápolás olyan célkitűzésekké váltak, amelyeket a funkcionális italok hitelesen tudnak támogatni

Export expansion

2024 began with difficulties for R-Water Kft.: in addition to the time-consuming processes of switching to the DRS system and adapting to export requirements, demand also dropped significantly. More favourable trends are seen on foreign markets, while domestic sales have only begun to pick up slowly.

Ervin Nagy
managing director
R-Water

“We continue to target health-conscious consumers aged 18-65 years, who are looking for quality ingredients”,

says managing director Ervin Nagy.

The Absolute Live brand is launching limited edition new products, such as ICE TEA containing L-carnitine and MEGA Karnitin drinks. The Power Fruit brand is undergoing a complete image and recipe revamp, while the Power Fruit line has been expanded with vegetable juice and 0% sweetener variants.

The segment of beverages intended for children has also been shifting towards health consciousness

Organic innovations

According to Viwa Product Europa Kft., the rise of functional drinks isn’t only evident on store shelves, but also in consumer thinking.

Attila Kaszás
managing director
Viwa product Europa

“We continue to work on replacing traditional ice teas with solutions that offer added functional value. One result of this is the new Viwa Ice Tea, which contains organic white tea, vitamins and mango flavour and is available in three varieties”,

reveals managing director Attila Kaszás.

The brand highlights the rise of organic ingredients and the renewed popularity of smaller packaging formats as current trends – the latter is reflected in the introduction of the 330ml can format, which isn’t only practical but also meets the needs of environmentally conscious consumers.