Rising consumer interest in health and naturalness is strongly reflected in new product activity in the global soft drinks market. According to Innova Market Insights, 60% of soft drink launches recorded globally in 2010 had a health positioning of some sort. This was primarily in terms of “passive health” [food minus], although more than 20% of products were launched with an active health [food plus] message of some kind. For further information: www.innovadatabase.com