Anti-aging tea competes for shelf space

By Guy Montague-Jones

- Last updated on GMT

Related tags: Coffee

Beauty tea is the latest addition to a range of food and beverage
products to hit the market that are specifically formulated to
enhance physical appearance.

Boston-based Sipping Beauty is launching six teas this month that, among other things, claim to fight the effects of aging, help the complexion and ensure fresh breath. The company says that the ingredients used are clinically proven to carry significant beauty benefits. Its Forever Young tea contains pure cocoa, which the company claims helps to preserve the skin's youthful appearance. Sipping beauty was created and is distributed by Maswel Brands. The company has not announced where its teas will be sold but it is likely that they will follow other products like Borba drinks onto the cosmetics aisles rather than drinks aisles. The news comes as a new line of Borba drinks from Anheuser-Busch is launched that is said to contain antioxidants, vitamins and botanicals to improve the skin's appearance. On the quirky side, Eugenio Luigo Iorio, a nutrionist from the University of Naples, has created an 'anti-wrinkle' pizza, La Stampa newspaper reported. Food and beverages with cosmetic effects represent an emerging market that is developing fast in America, Europe and Asia, said Eleni Grammenou from Euromonitor. Grammenou said foods and drinks that claim to enhance the appearance of skin, nails and hair are hitting the shelves and have proved particularly popular with Japanese consumers. Although the market for such products is growing, signs are that the total size of the market remains small. Their close compatriots, dietary supplements with beauty claims, represent only one per cent of the $8.46bn total US market for dietary supplements, according to Euromonitor.

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