China’s Jiangzhong Pharmaceutical has launched another functional beverage – Jiangzhong Blueberru Goji Berry (蓝枸饮料) Drink. The drink claims to relieve tiredness and protect the eyes and is aimed at the e-generation who uses a lot of mobile devices.
Blueberry is positioned as good for the eyes, similar to walnut, which is marketed as food for the brain.
Below are examples of blueberry drinks with eye beneficial claims. Eye protection claim may see active new product launches in China since young consumers are spending a lot of their waking time on the screen.