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- Today's consumers are looking for beverage choices that offer far more than just great taste. Whether for increased energy or hydration, the "functional beverages" category is expanding rapidly as America's middle age and older persons are focusing on nutrition and other positive lifestyle changes to live healthier lives. For those over 45 years, maintaining healthy blood sugar is increasingly important. Many in this age group are pre-diabetic and at future risk for heart disease, stroke and other complications.