The company, which combines knowhow in premix solutions and in natural antioxidant carotenoids, is demonstrating BLT at next week's IFT show in Chicago as an embodiment of its mantra 'creating innovative nutrition'. Described as a "dispersible, all natural, ready-to-use formulation", the concept is intended to show customers the way towards making healthy beverages that also taste good, thus tapping to one of the hottest trends in the beverage market. Beverage firms are increasingly seeking to offer healthy or functional products as consumers are turning away from sugar-laden soft drinks in search for healthier alternatives. For instance drinks giant Coca Cola this year launched Diet Coke Plus, providing 15 percent of the daily value of Niacin, B6 and B12, 10 percent of the daily value for zinc and magnesium. It is also marketing fruit-flavored waters under its Dasani brand. The nutraceutical soft drink market is expected to reach $9.9bn in the US and $10.3bn in the EU by 2010, according to market researcher Business Insights. A notable trend within the category is that - at 28 percent - fruit drinks accounted for the largest proportion of nutraceutical launches in 2006. From the other side of the fence, beverages are an attractive format for companies already active in the fortified and functional market, since they are convenient and can be consumed on-the-go and between meals without having an obvious impact on appetite. What is more, it uses LycoRed's own store of branded ingredients, which it also offers independently to the industry: Lyc-O-Beta beta carotene; Lyc-o-Lutein; and natural Red lycopene. LycoRed typically works closely with its customers to develop solutions that are tailored to their specific needs. But to draw them in and show the versatility of the idea, it has made two prototypes using BLT: Summer Delight, a fruit juice beverage, and Tomato on to Go, which is savory. The savory beverage is also flavor-enhanced with CTC, a tomato concentrate.