Green is the new black: Introducing chlorophyll water
We begin in the beverages aisle with Verday Chlorophyll Water (ingredients: filtered water, organic lemon juice, sodium copper chlorophyllin from alfafa, natural flavors, organic evaporated cane sugar), a shelf-stable functional water which debuted at Expo West and is now available online in watermelon, cucumber, and ginger lemongrass flavors with free shipping from Amazon Prime at an introductory price of $39 for 12 x 16oz bottles.
Each 16oz bottle contains 100mg of chlorophyll, the equivalent of two shots of wheatgrass, four cups of spinach or 12 cups of arugula, claims brand owner Chlorophyll Brands LLC, which describes the product as “the first green drink of its kind with one year of shelf stability and no refrigeration required at a good price point.”
Bill Sipper, managing partner at New Jersey-based Cascadia Managing Brands - which is working with Chlorophyll Brands on its strategy - told FoodNavigator-USA that there is less than 1 gram of sugar per serving, adding: "The sugar is used to offset the taste of the chlorophyll but there is not enough sugar to create calories [the product is listed as zero calorie]. The amount used is very, very small."
Asked whether the chlorophyll in the shelf-stable product - which has a 12-month shelf life - was in the product at the end of its shelf-life, he said: "Many months before production we conducted hot box and accelerated shelf life testing. Those tests have been positive. Post production we also perform the same testing as well as actual testing on every production run and on retained samples every 2-3 months."
Asked whether sodium copper chlorophyllin from alfafa is permitted for use in foods and beverages beyond its use in small quantities as a color additive, he said: "Yes, copper chlorophyllin is permitted and used in food and beverages. There is another chlorophyll water product on the market but to my knowledge it is not shelf stable."