the voice of the uk soft drinks industry · the british soft drinks association is the national...
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The Voice of the UK Soft Drinks Industry
The British Soft Drinks Association is the national trade association representing the collective interests of producers and manufacturers of soft drinks including carbonated soft drinks, still and dilutable drinks, fruit juices and smoothies, and bottled waters.
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Extruding Design 54Techne’s latest developments in extrusionblow-moulding offers exciting new designoptions for PET packaging.
For The Cold Chain 56KHS offers extended shelf life with its
Absofill ESL system.
Setting Records 58The recent installation of a SIPA fillingline in Kuwait, is achieving new speedrecords for the region.
Chinaplas 60The 27th edition of the region’s leadingplastics event takes place from 20th to 23rdMay 2013.
Soft Drinks International – March 2013 1ConTEnTS
Europe 4Africa 8Middle East 13Asia Pacific 16Americas 22
Ingredients 25
Juices & Juice Drinks 28Waters & Water Plus Drinks 32Carbonates 34Sports & Energy 37Functionals 39RTD Teas & Coffees 41Dairy 42
Packaging 62Environment 64People 67Events 69
Juice Outlook 44Long viewed as a ray of light for an indus-try dogged by persistent health concerns,prospects for the juice category havegrown murkier in recent years, accordingto Michael Schaefer.
Taking Fresh To A NewLevel 46The shelf life of a chilled product can beextended by up to two weeks, using PEFtechnology, claims Frank Smeltink.
Brand Experience 48According to Koen de Jong, the packagingdesign of private labels is an importantsuccess factor for their performance onshelf, and therefore of great importance toretailers.
Pulpy Orange 50Pulpy is well on the way to becominganother Coca-Cola brand with sales ofmore than a billion dollars, so Coca-ColaHBC Eurasia decided to produce Pulpy inRussia too.
news
regularsComment 2BSDA IFCFrom The Past 68Buyers’ Guide 70Classified 72
features
The leading English language magazine published in Europe, devoted exclusively to the manufacture, distribution and marketing of soft drinks, fruit juices and bottled water.
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Soft Drinks International (1997), formerly Soft Drinks Management International (1988),was originally founded as the Soft Drinks Trade Journal in 1947, incorporating The British &Colonial Mineral Water Trade Journal (1888) with the Soft Drinks & Allied Trade Review, formerly the Mineral Water & Allied Trade Review (1873).
The entire contents of Soft Drinks International are protected by copyright and no part may be reproduced without written permission of the publishers. Whilst every effort is made to ensure that the information contained in Soft Drinks International is accurate, the editor and publisher cannot accept responsibility for errors, and the views expressed do not necessarily represent thoseof the editor or publisher. The fact that product names are not identified as trademarks is not to be taken as an indication that suchnames are not registered trademarks.
CoMMEnT
Soft drinks containing sugar are under attack yet again. In this issue, we reporton the proposed taxes on soft drinks in both Finland and the UK. Why softdrinks are attacked so specifically is baffling. Yes, obesity is a huge problem,both in the developed, and increasingly the developing worlds, but to tax softdrinks is surely not the answer, especially in these challenging economic times.
Big companies such as PepsiCo and Coca-Cola, as well as almost all small andmedium-sized companies that make carbonated and non-carbonated beveragesoffer a range of products, from full sugar to zero sugar, and lots in between.
Of course it is more sensible, if you have a tendency to gain weight, to chooseone of the many alternatives on the market. But what of the people who don’tput on weight – and there are a number of them. There are the sporty types, whoexercise to stay healthy and slim: if they want to enjoy a sugary drink, where’sthe harm? There are also people who are naturally slim and never put weighton: should they be taxed and bullied into drinking lower calorie products? Onthe other hand, there are those who are simply not bothered about their weight,for whatever reason, but it is surely their choice of product that is the issue, notthat the choice is available. There is a huge amount of publicity about the linkbetween obesity and health problems, but people can, and do ignore it if theywish to.
Leading soft drinks companies are already doing their bit, such as signing upto the Responsibility Deal’s calorie reduction pledge in the UK. As we reportedin the last issue of Soft Drinks International, Ribena ready to drink andLucozade Energy are reducing the amount of sugar and calories they contain byup to 10%. A.G. Barr, producer of IrnBru, will reduce the calorific contentacross its portfolio of drinks by 5%; and J2O will launch two new flavours in anew slimline can representing a 10% calorie reduction compared with itsstandard 275ml bottle.
But really, calorie reduction is not the whole answer. It is much morecomplicated than that. The sendentary nature of most people’s day to day livesis equally, if not more to blame for the obesity problems that have developed,but it is not possible to force them into exercising, just as it is not possible toforce people into making sensible eating and drinking decisions. Governmentscan encourage and educate, but to tax soft drinks even more than they arealready is not the answer.
Taxing times
Published byASAP Publishing Limited
EditorPhilip TappendenNews EditorMaureen Byrne
Correspondents:EuRoPEGerard o’DwyerLubomír SedlákASIA & PACIFICKelvin KingT. C. MalhotraAMERICASRichard Davis
Market AnalystRichard Corbett
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© 2013 ASAP Publishing Limited ISSn - 1367 8302 www.softdrinksinternational.com
Soft Drinks International – March 2013
Late BulletinPepsiCo has signed a one-year partnership with the Asian
Football Development Project (AFDP) to encourage youngpeople and women into the sport. The initiative will coverabout 40 countries, with a focus on the Middle East andIndia, the company said. PepsiCo already sponsors a footballacademy in Egypt in partnership with the country's educationministry.
SkyPeople Fruit Juice is to invest US$72 million in amanufacturing plant for kiwi fruit products in China. TheShaanxi Province facility will produce concentrated kiwijuice and kiwi juice beverages. While no R&D facility isplanned for the site in the province's Mei County, SkyPeoplemay consider building one in the future, according to acompany spokesperson. The project also includes a ‘tradingzone’ for the marketing and distribution of kiwi goods.
AG Barr has defended its latest Irn Bru ad for the UK afterdozens of viewers claimed it is ‘anti-English’. A total of 68people have complained about the ‘New Fella’ spot to thecountry's Advertising Standards Authority. Most of thecomplaints said the 40-second ad ‘encouraged racialprejudices’ and was ‘anti-English’. However, a spokespersonfor Barr said the firm had not set out to cause offence. “Ouradvertising is well known for its cheeky sense of humour andthis ad is no different," the spokesperson added. The ad,which is only being aired in Scotland, was launched in mid-March. It is scheduled to run until the end of April.
Coca-Cola Enterprises is set to open a new financialservice centre in Bulgaria by ‘early summer’ as its moves tocentralise part of its operations across Europe. The newcentre, in Sofia, will employ around 150 people. A companyspokeperson said the new centre will involve a ‘combinationof wholly new hires, some retained roles and someredundancies’. "Overall, the new centre doesn’t have a netimpact on our employment" the spokesperson added. LastOctober, the company announced a restructuring programmeacross Europe, which it said will generate around US$100million in ‘ongoing benefits’ by 2015.
The British Soft Drinks Association (BSDA) hasresponded to a new government-commissioned report thathas raised concerns about childrens' oral health due to intakeof sugary drinks and foods. The study, carried out on behalfof the Department of Health and Food Standards Agency,found that a quarter of 12- to 18-month old children drinkfruit juices and soft drinks. Gavin Partington, the BSDA'sDirector General repsonded, saying: "The biggest factor indetermining dental health – bigger even than levels of sugarconsumption – is how well you look after your teeth. It isperfectly possible for children to enjoy soft drinks alongsidegood dental health."
Monster Beverage Corporation's international profits willjump 50-fold over the next three years, an analyst haspredicted. Stifel analyst Mark Astrachan said that Monster'sannual operating profits from sales outside of the USA willincrease from US$5 million last year to US$101 million in2015. At the same time, international operating margins willrise from 1.1% to 13.4%. Astrachan also said the energydrinks maker is poised to cut into Red Bull's globalhegemony, as it has done in the USA and Western Europe.“Monster’s share has steadily increased in many internationalmarkets, an indication of solid consumer acceptance,” hesaid.
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4 Soft Drinks International – March 2013
Europe
InDuSTRY nEWS
Tax on soft drinks?FINLAND’s Ministry of Finance (MoF) hastaken delivery of a new repor t thatincludes a proposal that could bring a deci-sion to postpone the introduction of a spe-cific sugar tax in favour of expanding thepresent tax on soft drinks, bottled waterand confectionery products above its cur-rent level of 11%.
The government is now consideringusing the core recommendations in thereport to support a new anti-obesity policythat will target drinks and snack foods con-sumed by children and teenagers. Finland’ssoft drinks industry anticipates that the gov-ernment will use the new report to engagein a new revenue-generating initiative toraise taxes on soft drinks in 2013-2014.
The central task assigned to the so-calledSugar Tax Working Group (STWG) is toproduce new tax and health-based recom-mendations that may influence lower con-sumption of sugary soft drinks andconfectionery products by children andteenagers. The STWG report examined thebasis for increasing taxes on soft drinks, icecream and confectionery as an alternativeto the introduction of a universal sugar tax.
The MoF circulated the STWG reportfor comment to interested industry groupsand parties. The government is expected to
reach a decision on whether higher taxeswill be applied to soft drinks and confec-tionery products by June.
Meanwhile, in the UK, in a call for actionover obesity, a report by the Academy ofMedical Royal Colleges is stating thatunhealthy foods needs to be treated morelike cigarettes. The report indicates thatsugary drinks should be taxed by at least20%. However, industry leaders state thatthe report adds little to the debate onobesity.
The Academy of Medical Royal Collegesreport makes a number of other recom-mendations including that there should bea ban on advertising foods high in saturated
fat, sugar and salt before 9pm, a reductionin fast food outlets near schools and leisurecentres, and a £100 million budget forinterventions such as weight loss surgery.
Gavin Partington, Director General at theBritish Soft Drinks association (BSDA), said:“We share the recognition that obesity is amajor public health priority but reject theidea that a tax on soft drinks, which con-tribute just 2% of the total calories in theaverage diet, is going to address a problemwhich is about overall diet and levels ofactivity.
“over the past 10 years, the consump-tion of soft drinks containing added sugarhas fallen by 9% while the incidence ofobesity has been increasing, and 61% ofsoft drinks now contain no added sugar.Soft drinks companies are also committingto further, voluntary action as part of thegovernment’s Responsibility Deal CalorieReduction Pledge.”
Terry Jones, Director of Communicationsat the Food and Drink Federation, com-mented: “Soft drinks are currently taxed atthe standard VAT rate of 20%. Any addi-tional taxation of food will hit the poorestfamilies hardest at a time when they canleast afford it.
“Recognising the growing obesity prob-lem, food and drink manufacturers arecommitted to doing what they can toimprove public health. By changing productrecipes, creating new healthier options,investing in consumer education and pro-viding clear nutritional information toenable healthier choices, manufacturers areplaying their part to deliver better long-term public health outcomes.”
CCE norway reorganisationCoCA-CoLA Enterprises Norway(CCEN) has completed and launched anew €80 million countrywide bottling anddistribution system in Norway in collabora-tion with the country’s leading beveragewholesalers. The new system is customisedto increase cost efficiency and bolster prof-itability within the company’s distributionoperations.
The core investment centered onCCEN’s conversion to recyclable bottles, amore centralised production platform andthe overhaul of its wholesale distributionsystems in Norway. over €80 million wasinvested to modernise its production andadministrative facilities at its central manu-facturing base in Lørenskog, located to theeast of the capital oslo.
The cost-reduction segment of the re-organisation resulted in the lay-off ofaround 500 personnel at CCEN operatedbottling and distribution facilities inBrobekk, Lørenskog, Stokke, Trondheim,Bergen and Stavanger.
The CCEN capital investment and re-
organisation effectively turns the company’snational distribution of soft drinks over tothe country’s biggest wholesale and grocerychains. Under the new system, consumerswill still pay a deposit charge on disposablebottles. However, this deposit is refundedwhen empty bottles are returned to newretailer-operated recycling machines.
At Lørenskog, the investment deliveredmodernised production and product han-dling equipment, and the replacement ofexisting reusable bottle systems with newgeneration recycling bottle systems. More-over, CCEN closed its bottle return-and-washing facility at Lørenskog which hadhandled Coca-Cola’s 1.5 litre rigid plasticbottles. This container size is set to bephased out in 2013.
The organisation paved the way forCCEN to change over from its traditionaldirect distribution, to using partner grocerychains' own wholesale distribution net-works in Norway.
Coca-Cola’s reorganisation and re-invest-ment in Norway is also driven by a need torecapture market shares, par ticularly insugar free drinks segments, which are beinglost to a resurgent PepsiCo. Coca-Cola’smarket shares are also being affected byincreasing competition from grocery store
chains’ own private label brands. PepsiCo’s advance in Norway is evident
in 2012 sales figures. Norwegians consumed94 million litres of Pepsi Max alone lastyear, accounting for 9% of world sales ofthis sugar-free product. Pepsi Max saleswere 6% up on 2011 figures, and the brandis closing the gap fast on Coca-Cola origi-nal, the market’s leading cola. Significantly,Pepsi Max is also out-performing Coca-Cola Zero in the sugar-free segment.
Pepsi Max was the first ‘really cool’ sugar-free cola in Norway, says Joakim Sande,Marketing Director at Ringnes, a soft drinksmaker and Pepsi products distributor inNorway.
"It caught the imagination. Pepsi Max wasthe first cola that did not have an inferioritycomplex for being a sugar-free soft drinkwhen it came to taste. Health remains astrong selling point in Norway, and therehas been a clear shift from sugared tosugar-free drinks in this market. Pepsi Maxhas been the engine for this development,"said Sande.
PepsiMax’s market share of the sugar-freesoft drinks market in Norway, says Sande,has risen from 10% in 2002 to 24% in2012. "We are now in over 4,006 stores,"he says
Soft Drinks International – March 2013 5EUROPE
CC investigatessoft drinks mergerIN February the proposed acquisition by A.G.Barr plc (Barr) of Britvic plc (Britvic) wasreferred by the office of Fair Trading (oFT)to the Competition Commission (CC), whichwill decide whether the acquisition may beexpected to result in a substantial lessening ofcompetition in any market or markets forgoods or services in the UK.
According to the oFT, Barr and Britvic aretwo of the three main players in the UK thatoffer a wide range of soft drink brands. Theother is Coca-Cola Enterprises. Barr andBritvic supply a range of carbonated and non-carbonated soft drink brands: Barr’s brandsinclude orangina, KA and Rubicon as well asIrn-Bru, which has a particularly strong pres-ence in Scotland. Britvic’s brands includeRobinsons, Fruit Shoot, Tango and Pepsi.
The CC is expected to publish its finalreport by 30th July 2013.
Hartwall’s futureunder spotlightTHE future of Hartwall, Finland’s biggestsoft drinks producer, continues to fuel spec-ulation within Nordic industry circles fol-lowing repor ts that its Dutch parent,Heineken, may divest the business that itacquired for €700 million in 2008. Thespeculation mounted after Heineken con-ducted a strategic review of Hartwall at theend of 2012.
Heineken and Hartwall have declined toconfirm or deny reports that JP MorganChase has been assigned to find a buyerfor the Finnish company. Market speculationin Finland suggests that Hartwall’s alcoholand soft drinks units could be offered forsale in two separate lots in the second halfof 2013.
Har twall produces PepsiCo products,including 7Up, Mountain Dew and PepsiMax, under licence for the Finnish market.
Sales up at nestlé WatersNESTLE Waters has reported sales of CHF7.2 billion in 2012, representing 6.4% organicgrowth (4.9% real internal growth), and an8.9% trading operating profit margin.
Nestlé Waters continued to perform well,further strengthening its positions in devel-oped markets in North America and Europeand increasing the scale of its operations inemerging markets. It was helped by strongsales of premium brands, S.Pellegrino andPerrier. Nestlé Pure Life reinforced its lead-ing position globally with strong double digittop line growth, confirming healthy hydrationas core to the bottled water categorygrowth.
In North America, regional brands includ-ing Poland Spring, Ice Mountain andZephyrhills benefited from growth in thecategory. The ‘Home & office’ business alsoperformed well.
In Europe, good performances in France
and the UK compensated for the subduedenvironment in Southern Europe.
Emerging markets grew dynamically, withdouble-digit growth in Turkey, Egypt, Mexicoand Thailand, amongst others.
The Nestlé Waters trading operatingprofit margin increased due to the division'sgrowth and a high level of efficiencies inmanufacturing, procurement and distribution.
Sales for the whole of the Nestlé Groupwere up 10.2% to CHF 92.2 billion.
CEO of Nestlé, Paul Bulcke.
Good results for nicholsNICHoLS plc has announced its preliminaryresults for the year ended 31st December2012.
The Group’s sales were up 9% to £107.8million (2011: £98 million); and profit beforetax was up 13% to £20.5 million (2011: £18.1million). Sales in the UK grew by 9%, signifi-cantly ahead of the market growth rate; andinternational sales were up 8% year on year.
Commenting, John Nichols, Non-ExecutiveChairman said: “Nichols delivered a very goodperformance in 2012 against a backdrop oftough comparatives and a challenging UKconsumer environment. Driven by thestrength of our brands and continued interna-tional penetration, the Group once againdelivered double digit growth in profit, earningper share and cash.”
He said that 2013 will remain challenging.“Pressures on UK consumer spending showlittle sign of moderating. We are confidentthat the Group will continue to deliver prof-itable growth in the current year and beyondthrough sustained investment in our brands,further innovation and increasing marketshare.
Nichols’ brand portfolio includes Vimto,which is sold in over 65 countries; and LeviRoots, Weight Watchers, Sunkist and Panda,which are sold in the UK..
Vimto is sold in over 65 countries: this display isin South Africa.
Another story or filler?
6 Soft Drinks International – March 2013EUROPE
Nestlé is continuing to invest in Europe withthe inauguration of a new £35 million(over CHF 49 million) water bottling facilityin the UK.
The Nestlé Waters factory in the townof Buxton, which bottles Buxton naturalmineral water and Nestlé Pure Life springwater, is the latest in a series of investmentsthe company has made in Europe over thepast two years.
“The Buxton factory is an excellentexample of how we are continuing to investin Europe despite tough economic condi-tions,” said Paul Bulcke, Nestlé Chief Execu-tive officer, at the opening event in Buxtonin March.
“This factory will contribute to accelerat-ing the development of our bottled wateractivities and illustrates our capacity forinnovation in production facilities via anapproach that combines strong and sustain-able production efficiency with outstandingenvironmental performances,” he continued.
Bulcke added that bottled water plays animportant role in Nestlé’s nutrition, healthand wellness strategy, emphasising thatwater should be the preferred healthyhydration option and is an important factor
nestlé opens waterbottling facility
against the growing problem of obesity.At the event Bulcke was joined by Lord
de Mauley, Environment Minister for theDepartment for Environment, Food andRural Affairs in the UK.
“Investments like this in our food anddrink industry help generate economicgrowth and create more jobs,” said Lord deMauley.
“This investment will ensure Buxtonremains the home of Nestlé Waters’ bot-tling facilities long into the future, which isgood news for the local community, theeconomy and the environment,” he added.
The new factory is reducing its environ-mental impact in a number of ways includ-ing cutting energy use and the amount ofpackaging it uses. For example, Nestlé
Waters bottled water products are manu-factured using an average of 25% less PETplastic across its range, compared with pre-vious products.
The factory’s heat recovery system isrecycling energy from the productionprocess to help heat the warehouse andoffices at the site, and a new drainage sys-tem is also helping to sustainably managerainwater.
The new factory has already beenawarded an ‘excellent’ rating by BREEAM, anindependent assessment organisation forsustainable buildings in the UK.
In addition, the facility’s ‘zero waste tolandfill’ accreditation recognises NestléWaters’ efforts to eliminate waste from thefactory to landfill.
Nestlé has opened a new water bottling facility in the UK.
Focus shift forCoca-Cola partnerLAST year the Coca-Cola Companyannounced that Beverage Partners World-wide (BPW), its joint venture with Nestlé inthe ready-to-drink tea category, would focusits geographic scope primarily on Europeand Canada.
The joint venturewas phased out in allother territories bythe end of 2012, andthe company's agree-ment to distributeproducts in the USAunder a sub-licencefrom a subsidiary ofNestlé terminated atthe end of 2012.
The Coca-ColaCompany sells con-centrates and syrupsto both consolidatedand unconsolidatedbottling partners.
over the past 10years, BPW has deliv-ered consistentgrowth to its parentcompanies and hasexpanded the Nesteabrand across Europe,Canada and other
Eastern promisefor Eden SpringsFoR Eden Springs, a leading workplacedrinks provider, 2013 is set to mark theexpansion of the company's operations inthe Eastern European drinks market.
After achieving strong organic growth in2012, including the acquisition of five leadingdrinks providers across the continent, Edenhas announced plans to expand its businessto some of Europe's fastest growingeconomies such as Bulgaria and Latvia. Aspart of its long term strategy to dominatethe workplace drinks market through itswater and coffee offering, Eden plans togrow business in these regions through fur-ther mergers and acquisitions.
Raanan Zilberman, CEo at Eden Springs,comments: “While most of the EU has faceddifficult economic times in 2013, we believecertain Eastern European markets hold greatpotential for Eden. our reputation has beenbuilt on our strong offering of workplace
hydration services across 15 European mar-kets, so we're confident that our move intothis region will be successful and one thatwill further strengthen our position as mar-ket leader.
“When it comes to M&As, we take aforensic approach to strategy and time tounderstand the issues surrounding culturalchange across our markets. This has led tomany successful and beneficial acquisitionsfor our own company, and all of thoseinvolved, and will continue to contribute toour smooth transition into new markets.”
markets. Both partners believe a concen-trated focus on Europe and Canada willaccelerate growth and bolster the marketpresence of BPW where the joint venture ismost effective. Both parent companies willbe free to independently explore and max-imise opportunities for growth in the RTDtea category in other markets.
BPW has helpedgrow the Nesteabrand in Europeand Canada.
Eden Springs is looking to Eastern Europe forgrowth.
Soft Drinks International – March 2013 7EUROPE
In brief…
l The decline in consumption of non-alcoholic beverages continued in Finlandlast year, producing a 4.4% decline in sales,according to new Federation of Brewingand Soft Drinks Industry figures. Consump-tion of soft drinks fell to 247.3 million litresin 2012, while sales of bottled waterdecreased by 5.8% to 63.3 million litres forthe year.
l Systembolaget is to invest further in pro-moting and selling alcohol-free drinks afterthis segment accounted for the singlebiggest segment increase in the Swedishstate drinks monopoly company’s results in2012. Sales of non-alcoholic drinks rose by35% for the year on the back of a cam-paign by Systembolaget to promote moder-ate drinking and soft drinks alternatives.
l Coca-Cola Enterprises Norway hasrenewed its co-operation with The Norwe-gian Football Federation and has signed anew three year sponsorship deal that cov-ers both the development of Norway’spremier league and under-age structures, aswell as all major international and nationalleague events organised by the NFF. Theagreement also gives Coca-Cola the rightto market and sell its entire range of softdrinks and bottled water products at Nor-way’s Ullevaal national football stadium andthrough NFF’s countrywide store chain.
ups and downsin 2012SALES of sparkling water proved thebiggest growth segment in Norway’s softdrinks market in 2012. Latest figures fromBryggeri-og Drikkevareforeningen, Norway’sbeer and soft drinks producers association,puts consumption of sparkling water at65.9 million litres in 2012, representing a6.16% increase on the previous year.
In contrast, consumption of still waterproducts amounted to 24.6 million litres in2012, an increase of 1.1% over 2011.
Last year was another difficult one forsoft drinks sales, with vendors attributingpoor sales to what were short and largelywet spring and summer peak sales seasons.Consumption of sugar-free soft drinks roseby a modest 0.1% in 2012 to 191.2 millionlitres, while sales of sugared soft drinks fellby 1.93% to 296.3 million litres.
Aggregate consumption of sugared andsugar-free drinks declined by 1.14% to487.5 million litres in 2012.
Soft Drinks International
8 Soft Drinks International – March 2013
Africa
INDUSTRY NEWS
Pepsi plant opensin nairobiSEVEN-UP Bottling Company (SBC) KenyaLtd, exclusive franchise holder for leadingglobal food and beverage companies Seven-Up International and PepsiCo Inc, has offi-cially opened its beverage manufacturingplant in Kenya’s capital city, Nairobi.
Located off the newly refurbished ThikaHighway, the establishment of this plant is inline with SBC’s strategic investments inAfrica through which the company seeks tomeet the growing demand for consumerproducts and services in these markets.
Speaking during the inauguration of theplant, SBC Kenya’s Chairman, Faysal El-Khalilexpressed his company’s satisfaction at thesuccessful completion of the plant which willenable the company to supply the Kenyanmarket with its range of popular beverages.
“The manufacturing capacities in this facil-ity have been designed to keep abreast ofmarket demand, whilst maintaining the high-est standards of operation demanded by ourparent company. We keep a hawk’s eye onour quality processes guided by the stringentstandards of PepsiCo International andSeven-Up International,” he said. He furtheradded, “our plants in other countries havebeen exhibited among the best in Africa interms of quality parameters. We are alignednot only to the parameters of PepsiCo Inter-national but also to those set by the KenyaBureau of Standards.”
SBC’s entry into the Kenyan market not
only offers customers additional choice ofcarbonated soft drinks, but also offers addi-tional value for money. “We will be sellingour products in the 350ml glass bottle atthe price of a regular 300ml soda. This valuefor money proposition takes cognizance ofthe difficult economic times that we are fac-ing and as a company, we are committed toensuring that our customers are able toenjoy international quality products atpocket friendly prices,” said El-Khalil.
El-Khalil was accompanied by SBC Kenya’sGeneral Manager, Butch Moldenhauer whoexpressed confidence in the human capitalavailable in the country, noting that this is asa key pillar in the success of its local opera-tions. “our strength is our committed work-force, which today exceeds 200 membersand will grow to over 300 in the next 12months with a multiplier effect of 1 x 50 in
our supply chain.”He expressed gratitude to the govern-
ment of Kenya for the assistance providedsince the company commenced operations.“We have received immense co-operationfrom various government departments, allof which has been very key in helping usget to where we are today within just oneyear,” he added.
SBC Kenya Limited operates with themission to grow the Pepsi-Cola business inKenya and to transform Pepsi and 7-Upbrands into sizeable and serious contendersfor volume and share of mind in the Kenyanmarket.
The Nairobi plant will offer the Kenyanconsumer direct and affordable access topopular beverage products including Pepsi-Cola, Mirinda, 7-Up, Evervess and MountainDew.
SBC Kenya Ltd Chairman, Faysal El-Khalil, by the unveiled plaque.
Pepsi’s new bottling plant in Nairobi.
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Soft Drinks International – March 2013 9AFRICA
AB7 shaping up asa ‘must visit’Exhibitor bookings are heavy for the 2013Africa’s Big Seven (AB7), one of the conti-nent’s largest food and beverage tradeshows. A grouping of seven shows, includingDrinkTech Africa and FoodBiz Africa, it is co-located with the South African InternationalTrade Exhibition (SAITEX).
The shows run from 30th June to 2ndJuly at Gallagher Convention Centre,Midrand.
John Thomson, Managing Director of AB7organisers Exhibition Management Services,believes that Africa’s burgeoning middle classpopulation is going to be the biggest tradeopportunity for the world’s food and bever-
BP boosts forecourt F&BNEW-LooK retail forecourts are beingseen at BP outlets around South Africa,including in township areas, as BP under-takes a wide-ranging revamp and extensionof retail operations.
Soft drink sales feature strongly in theproduct mix, both packaged and made-on-site, such as fresh smoothies.
The retail outlets include an increasingnumber of BP Pick n Pay Express stores, aswell as Wild Bean Cafés and other formats.
Renny Letswalo, head of BP Retail, saidthe aim of the new-look outlets was togive customers, especially in the townships,more choice.
She says forecour t convenience-storeretailing has evolved into a whole new sci-ence and that BP has global consumerinsights that it is applying very successfullyto its Southern African network.
BP Pick n Pay Express, South Africa.
age industry over the next two decades.“From agribusiness and food processing to
food retailing, the food service and fast foodindustry, Africa is already providing a thrivingmarket for companies operating in thesesectors.”
Thomson believes that the AB7 show’sphenomenal growth is powered by twodrivers: intrepid South African producers andmanufacturers pushing north into ‘The NewAsia’ of fast-growing markets across theAfrican continent and an increasing wave oftranscontinental and overseas companies
looking for entry points into the same place:Africa.
“AB7 has provided fruit juice manufactur-ers in Uganda access to suitable equipment;it has allowed supermarkets in Ghana andNigeria to stock up with South African man-ufactured goods; it has provided an Angolansoft drinks company access to other mar-kets; it has put Ethiopian honey into Johan-nesburg health shops – the list is almostendless”, says Thomson.
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10 Soft Drinks International – March 2013AFRICA
nampak investsAt a time when Nampak’s Bevcan hasreceived a five-year contract valued at overR5.6 billion to produce a new type of light-weight aluminium can for Coca-Cola, thepackaging giant is investing heavily in bothbottle and can production capabilities inSouth Africa.
This includes an additional furnace at itsglass bottle business in Roodekop, Germis-ton, where it already operates two fur-naces.
Another move is to add a new high-speed aluminium line at its Springs plant inGauteng, to be commissioned in May, aswell as converting some existing lines fromtinplate to aluminium.
"These two projects strengthen our posi-tion in the beverage can and glass packag-ing sectors in South Africa and show ourcommitment to growing the South Africaneconomy,” said Tito Mboweni, Nampak’sChairman.
The Coca-Cola lightweight can initiativeis related to the Springs facility develop-ment.
“The new aluminium can is in line withbest global practice and trends in packagingand will provide us with an exciting oppor-tunity to continue refreshing our con-sumers without compromising the brandexperience,” said Therese Gearhart, Presi-dent of Coca-Cola Canners of SouthAfrica.
“It is light and easy to carry and willappeal to today's environmentally consciousconsumer.”
The new cans will be introduced to theGauteng market late this year and to therest of South Africa in 2014.
Vending iced tea – with a big differenceThere are normal vending machines andthen, well, there are others. Some are pos-sibly pointers to the future, such as HongKong’s popular ferry terminal machines thatoffer Wi-Fi as well as drinks, or the Coca-Cola units in Japan that are configured totap into off-peak power.
Then there are others.The Lipton Ice Tea floating vending
machine, for instance, which generatedenormous public interest and media cover-age as it floated off South African beachesduring the southern summer.
The five machines were components ofan interactive activation of the Lipton IceTea ‘Never Lose Your Cool’ campaign.
“We wanted to create an original andgroundbreaking brand experience that hadnever been seen in South Africa,” explainedPeter Hutchings of Stretch Experiential Mar-keting. “The idea was to generate intrigueamongst the beachgoers to entice them tointeract with the 'Unidentified Floatingobject' and create talkability around thecampaign and water safety in general.”
The campaign was launched off CapeTown’s popular Clifton Beach, with the helpof the local lifesaving club. The promotionalteam gave away branded merchandise,encouraging people to keep their cool and
practise water safety and awareness.A branded hydration station was also
available, with Clifton lifesavers giving awayproducts as well as keeping the beach cleanby conducting Lipton beach clean-ups regu-larly throughout the day. The more adven-turous sun seekers were encouraged toswim out to the floating vending machinewhere they were able to board the buoy-ant contraption, enjoy a free iced tea whilebeing sprayed with water and beingsnapped in the process, before making theirway back to shore.
Having achieved all their goals with thatventure, the Lipton Ice Tea team in SouthAfrica then launched the Tea-mometer, atemperature-activated vending machine.
With this, consumers are cooled downaccording to their body temperature andheart rate. Those recording higher levelsare given multiple samples, according totheir apparent needs.
The Tea-mometer makes use of touch-
Production prospers despitechallengesBottling soft drinks in some parts of theAfrican continent brings challenges ofsourcing raw materials, economic and socialinstability, distribution limitations, a work-force eager but largely untrained…and insome places the possibility that they won’tbe able to get to work because of shootingin the streets.
All the more praiseworthy then thatCoca-Cola is again being produced inMogadishu, Somalia, and that the waterbottling enterprise established late last yearin Bor, South Sudan, is proving so successfulit is boosting output and moving into addi-tional beverage categories.
The Mogadishu operation closed itsdoors six years ago, despite being well runand with strong demand for its products. Itwas a victim of lawlessness and civil strife,along with hundreds of other commercialenterprises.
While Somalia is still volatile, conditionsin Mogadishu are such that a team underMohamed Hassan Awale have repaired andreplaced equipment, seeking further capital
from existing and new shareholders.Awale said the company planned to
broaden the brand portfolio as distributionarrangements firmed up and productionefficiencies developed.
That is already happening in Bur, capitalof South Sudan’s Jonglei State, where Jon-glei Sudd Bottling found such a hugedemand for its drinks that it has added athird shift to its initial two.
As we reported last year, the ProjectManagers – it is a joint enterprise involvingthe state government and a private com-pany – sourced equipment mostly fromChina and India.
This has worked well, with Plant ManagerJoseph Majur Akoi saying the venture waslikely to move into profitability earlier thanexpected.
With the plant operating efficiently anddemand high, Akoi has been able to reduceprices and expects to keep them low. Thecompany is also moving into carbonatedbeverages and is considering other possibil-ities.
Distribution beyond Bor and surroundingareas remains something of a challenge, dueto inadequate road systems. Jonglei SuddBottling plans to make the most of the dryseason to move stock further afield and willbenefit from aid plans to improve SouthSudan roads.
Lipton Ice Tea temperature-activated vendingmachine.
screen technology, suitably housed in a life-sized Lipton Ice Tea can structure. Intriguedby the activation, consumers are encour-aged to warm up in the queue to ensureoptimal cooling down returns. Their actionis immortalised on social media.
“our target consumers seek out uniqueand share-worthy experiences,” saidMonique Schabort, the brand’s MarketingCo-ordinator. “With this in mind, wedecided to bring Lipton Ice Tea’s ‘cooldown’ offering to life.”
Lipton Ice Tea floating vending machine.
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12 Soft Drinks International – March 2013AFRICA
Soft Drinks International
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Clover Waters amajor new playerA NEW entity called Clover Waters hasbeen formed in South Africa to produce,distribute, market and sell Clover andNestlé waters and iced tea brands. Theportfolio will include the Nestlé Pure Lifewater brand and Nestea, as well as Valvitaand Schoonspruit.
These will complement Clover SouthAfrica’s Aquartz bottled water and Manhat-tan iced tea brands.
Clover will hold 70% of the joint ven-ture, with Nestlé holding the other 30%.
“The combined entity created by thistransaction will provide Clover with greatopportunities across a broader range ofcomplementary products,” said JohannVorster, Clover’s Chief Executive.
“In addition, it also allows us to realisesignificant economies of scale by combiningoperations and leveraging off Clover’sextensive distribution network to furtherentrench the water and iced tea brandsnationally.”
Drinks for cycle epicLIqUI-FRUIT is official juice sponsor of the2013 Absa Cape Epic in the Western Capewhile its Ceres Spring Water stablematefrom Ceres Beverage is official water.
The Absa Cape Epic is indeed an epicunder taking, featuring nearly 800km ofmountain biking over eight days. The route,which changes from year to year, startsfrom Meerendal Wine Estate in Durbanvilleand finishes at Lourensford Wine Estate,Somerset West. It includes magnificent –and challenging – mountain passes.
The race is open to both amateur andprofessional riders, competing in teams.
Separate to but in tandem with the AbsaCape Epic, the final day offers 29km and56km mountain bike races and 6km and
In brief…
l Coca-Cola’s Dasani brand again spon-sored the recent 2013 Barclays Kenyaopen, part of the European Challenge Tour.In addition to its platinum sponsorship ofthe major event, Dasani also sponsored thePro-Am.
The Kenya open was played at theKaren Country Club, Nairobi, and the Pro-Am at the Muthaiga Golf Club.
Spain’s Jordi Garcia Pinto won the open,his maiden victory on the European Chal-lenge Tour.
l Prima Corpora-tion, the Nigerianproducer of clo-sures for carbon-ates, has gained ISo 22000:2005certification from the Standards organisa-tion of Nigeria.
Rajiv Khanna, the company’s generalmanager, described this as “a feather in ourcap”, saying that the company’s policies onsafety and quality highlighted its strongcommitment to the spirit of ISo 22000.
“Each of us at Prima Corporation has amoral obligation to safeguard each other,our customers and our environment byaspiring to operate in a safe, injury-free and
healthy workplace, consistently producingsafe packaging materials for our customersand minimising the impact on our environ-ment,” said Khanna.
l The fifth season of Tropika Island ofTreasure, a promotional series which hasbeen hugely successful in raising the profileand popularity of Clover’s dairy-juice bever-age brand, is now screening on SABC 1 for10 episodes.
The island this time was Jamaica, givingthe reality TV crew plenty of scope for pic-turesque settings as last year’s competitionwinners and the celebrity line-up battledfor supremacy.
The show’s producers claim that theTIoT5 cast underwent a far more intensefilming experience than previous seasons,delivering great material for the televisionshow.
A rider during the vineyard races atLourensford.
Ceres Spring Water commemorative bottle.
Handing over the Dasani sponsorship cheque.
Tropika Island of Treasure contestants inJamaica.
15km trail runs at Lourensford. These areopen to the public.
Liqui-Fruit decided to extend its involve-ment by taking up naming rights co-spon-sorship for the vineyard races.
Its involvement is built around the Liqui-Fruit Vitality 100% fruit juice range withSuperseed grape seed extract and the
Liqui-Fruit iCan which raises funds foroperation Smile South Africa. This fundscorrective surgery for children born withcleft lips and palates.
Soft Drinks International – March 2013 13INDUSTRY NEWS
Middle Eastnew era for AujanAS Aujan restructures in the wake of TheCoca-Cola Company’s purchase of aroundhalf the Group’s beverage business, furthernew companies have been established andsenior appointments made.
Adding to optimism about ongoinggrowth – in terms of both sales and geo-graphic spread – Aujan has also recentlyadded to its awards and accolades, notablyrecognition by Dubai Municipality.
In the new governance model, RaniRefreshments will hold the global rights tobrands such as Rani and Barbican, while theAujan Coca-Cola Beverages Company willbe an authorised manufacturer and distribu-tor of its products, also functioning as thelicensed manufacturer for Vimto in the Mid-dle East.
This model reflects the global pattern ofthe Coca-Cola system.
“This marks the next stage of develop-ment for our Group and our brands,” saidSheikh Adel Aujan, Chairman of AujanGroup Holding. "The structure has createda platform to unlock new internationalopportunities for Aujan's brands and beginsthe next era of growth across the MENAregion for the Coca-Cola system."
The sheikh commented: “Although therelationship between The Coca-Cola Com-pany and Aujan Group Holding is still new,
we are already seeing real operational ben-efits, from the way we manufacture ourproducts to the way we develop ourbrands. With our reorganisation now com-plete, we have total confidence that thisnew structure will allow both companies tobuild on their shared heritage of success tobenefit our consumers, suppliers and part-ners for many years to come.”
on the sidelines of Gulfood 2013, DubaiMunicipality recognised Aujan Coca-ColaBeverages Company as water, juice and bev-erage manufacturer of the year.
This award was based largely on the pro-duction standards of the company’s plant inDubai Investment Park.
“Promoting best practice among compa-nies in Dubai is at the centre of the munic-ipality's work,” said Khalid MohammedSharif, Director of the municipality’s foodcontrol department. “Through these awardswe have been able to identify a group ofbest-in-class companies which exemplify themost modern, efficient and safe productionmethods.”
Live for now in JordanPEPSI’S Live for Now marketing tag, trans-lated in Arabic as Yalla Now, has been intro-duced to the Kingdom of Jordan.
PepsiCo Jordan says this is more than amere slogan, acting as a statement aboutPepsi’s status as a ‘refreshing and irresistiblebeverage’, according to a company state-ment.
The Jordanian bottler has been veryactive in applying Pepsi’s brand philosophy tothe kingdom, with a series of competitionsand promotions, education and job creationinitiatives, and involvement in environmentalprojects such as community water schemesin impoverished districts.
“PepsiCo-Jordan remains committed toconnecting with youth, inspiring them tocapture the excitement of every momentand unleashing their hidden potential inorder to be part of thrilling, fun and carefreeexperiences,” says the company statement.
Red Bull provides freshangle on DubaiNoT many of the growing number oftourists heading for Dubai, or stopping overfor a few days en route through this globalhub, are likely to follow British parkourmaestro Ryan Doyle in his free-runningexploration of buildings and landmarks.
But thanks to both Red Bull and Doyle’sown media skills, video footage and still pho-tographs of his Dubai exploits have gainedimmense coverage almost worldwide, pro-viding a fresh angle on the emirate.
They show the balance of modern andancient architecture and traditions, includingthe wind towers that were a pioneeringform of air-conditioning.
Water management keyto sustainabilityCoNSULTANCY group Frost & Sullivan isforecasting rapid growth for the MENAwater and wastewater treatment marketwithin the region’s beverage and food sector.This, they say, will result in industrial cus-tomers approaching water specialists toimprove operational efficiency and meetstricter environmental standards.
Beverage and food producers are alsoexpected to put increasing emphasis onwater conservation.
Ryan Doyle in Dubai. Photo: Red Bull.
“Proliferation in the food and beverageindustries inclusive of production units forjuice, dairy products, oil processing, cannedfruits and vegetables has led to implementa-tion of sustainable water management prac-tices,” says Kshitij Nilkanth, Frost & Sullivan’sProgramme Manager, environment and build-ing technologies practice.
“Within the MENA, the Kingdom of SaudiArabia, Egypt, qatar, and the UAE are expe-riencing significant growth in the food indus-try, including meat production, therebyopening up huge opportunities for watertechnology companies."
Frost & Sullivan point out that highorganic content in wastewater and overallwater scarcity has further emphasised theneed to adopt innovation and technologicalupgrades in wastewater treatment, in orderto enhance water management in theMENA.
Many companies in the region, includingthe KSA’s National Food Industries Com-pany, are already emulating best practices forwater recycling and re-use, thereby reducingtheir water intake significantly. With foodsecurity high on the agenda, such practicesare expected to become a norm in comingyears.
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14 Soft Drinks International – March 2013MIDDLE EAST
Canadean reportson MEnA trendsCANADEAN’S Middle East research hasrecently pointed to several trends in nationaland regional markets, such as the growingmarket share for chilled juice products in theUAE.
Around 63% of the juice now sold in theUAE is chilled. Canadean says that chilledhas seen its share rise inexorably – it was aminority 49% in 2004 – as consumers havebecome more sophisticated and affluent,while suppliers have appreciated the addedvalue benefits now available through largerretail outlets in particular.
About 28% of juice is imported, withSaudi Arabian producers taking an unusuallysmall proportion, behind products sourcedfrom South Africa (Ceres) and further afield(Florida's Natural and Tropicana).
Emirati consumers are aware of thehealthiness of fruit based beverages, andsales of each type – including nectars andstill drinks – have risen throughout the pastdecade. Canadean reports that this is likelyto have continued into 2012, with a 6%advance in juice sales to 91.8 million litresexpected.
When full sales figures become available,bottled water sales in the UAE are likely tohave breached the one billion litre mark in2012.
Canadean says that a little over 60% ofthe water sold in the UAE is table water,around 37% spring and the remainder min-eral. Canadean notes in a market overview:“It is often difficult to tell, because brands
claim to be ‘pure spring’ or ‘naturalmineral’ waters and then elaboratethe purification and remineralisationprocesses involved.”
The increasing demand for bot-tled water is closely related to pop-ulation growth, but Canadean saysthat other factors are widespreadavailability, intense competitionbetween local players and portfo-lio-oriented multi-nationals keepingbottled water to the forefront.
Another recent report looks atsoft drink sales in Bahrain, wherecarbonates have been rebuildingsales in the wake of substantialprice increases in 2010 after alengthy period of holding steady.Canadean describes this as‘inevitably an unpopular, if longoverdue, move’.
“With the political instability thatfollowed, the carbonates categoryhas suffered something of a doublewhammy, from which it is slowlyrecovering,” says the report.
Still drinks, the largest of thefruit-based categories, have beenone of the star performers inBahrain, particularly in 2010,although sales slipped back in2011.
“After the price rise in carbon-ates that came into effect in Janu-ary 2010, Aujan was quick to reposition itsRani Float product at the new price point,”notes Canadean.
“When consumers appreciated they couldget a 'healthy' refreshing beverage for thenew price of a can of Pepsi, Rani Float's
sales soared, nearly doubling in 2010, con-tributing substantially to the category's 25%volume rise in that year. Inevitably, carbon-ates clawed some volume back in 2011, butat 32.25 million litres sales are still wellabove what they were in 2009.”
Bahrain carbonate sales, leading trade mark owners 2011.Source: Canadean Wisdom.
UAE packaged water sales – leading trademark owners2011. Source: Canadean Wisdom.
one billion salesfor DRCHAVING come tantalisingly close to one bil-lion UAE Dirham sales in 2011, soft drinksbottler Dubai Refreshments (DRC) cele-brated five decades of success in the UnitedArab Emirates by passing that goal in calen-dar year 2012.
Sales total for the year was AED1,004,122,000 (£1 = AED5.5 approximately).
In 2011, sales were only just short of thebillion mark, at AED 986,995,000.
As we have reported over the past yearor so, DRC is investing heavily in new pro-duction facilities in Dubai, as well asstrengthening its distribution networkthroughout Dubai and the northern emi-rates.
Helping push sales over the goal line wasthe release in late 2012 of a 3 litre bottle,which has proved very popular with con-sumers for home use.
The company celebrated in the way itnormally does on important occasions byinvolving staff in a series of events. Thisincluded a ceremonial cake-cutting attended
Celebrating the sales milestone.Marking UAE’s National Day at a DubaiRefreshments plant.
by directors and senior management.DRC is renowned for its annual National
Day commemorations which involve staffand families. These usually include watchingthe big parade and holding a programme ofcultural events.
“DRC has had a very successful fivedecades in the UAE,” said Tarek El Sakka, thecompany’s General Manager. “The brandsDRC handles have a close affinity with thepeople living in the UAE. DRC is proud tohave crossed the one billion milestone andwe are committed to continue providingsuperior customer service and great prod-
ucts to help grow our leadership positioneven further.”
The company's carbonated product rangeincludes Pepsi, Pepsi Diet, Pepsi Max, Moun-tain Dew, Mirinda Vit C, Mirinda Citrus;Mirinda Green Apple, 7Up Regular, 7UpFree, Shani Regular and Evervess. DRC’snon-carbonated range features Lipton Ice,and Lipton Ice Tea in Lemon, Peach, Exotic,Red Fruit, Peach & Pear and diet Peach vari-eties.
In what is a very big market for bottledwater, it does well with the Aquafina brand,introduced in the UAE in 2004.
16 Soft Drinks International – March 2013InDuSTRY nEWS
Asia Pacific
KidZania headingfor SingaporeSINGAPoRE is to have a KidZania, sched-uled for opening on Sentosa Island – anarea of multiple resorts, theme parks andother attractions – in early 2015. Whiledetails of partner companies have not yetbeen announced, it is expected to havesome sort of soft drink bottling establish-ment among its commercial activities foryoung ‘workers’.
Sentosa is about 15 minutes from Singa-pore’s CBD and has become a majorleisure destination for Singapore andMalaysian residents as well as internationaltourists.
KidZania Singapore will be operated byThemed Attractions and Resorts, a com-pany that is wholly owned by the MalaysianGovernment’s investment arm, Khazanah
Nasional Berhad.Themed Attractions and Resorts already
operate KidZania Kuala Lumpur, as well asthe newly opened Legoland Malaysia, SanrioHello Kitty Town and other facilities. All aremajor retail outlets for soft drinks.
At KidZania Kuala Lumpur, soft drinkpartners are the 100PLUS sports drink andSeaMaster reverse osmosis bottled drinkingwater from Ro Water. At the SeaMasterbottling plant, youngsters don attractivebranded uniforms and get to work, learningthrough enjoyment.
KidZania Singapore will have the samemix of role-playing entertainment and edu-cation as all other establishments in thesteadily growing global franchise group, withcommercial partners from the local areaand the simulated city a reflection of Singa-pore itself.
“KidZania has had such success becauseit is a ‘win-win-win-win’ proposition,” saidTunku Dato’ Ahmad Burhanuddin, ThemedAttractions’ Managing Director and ChiefExecutive. “Children are able to role-playand have fun in an enriching environment.Parents will be pleased that their childrenare being entertained while they are learn-ing in a safe and stimulating setting.”
The KidZania team with KidZania journalists.
From left, Mike Barclay (Sentosa DevelopmentCorporation), Tunku Ali Redhauddin ibniTuanku Muhriz (Themed Attractions andResorts), Xavier López Ancona ( founder,President and Chief Executive of KidZania), YMTunku Dato’ Ahmad Burhanuddin (ThemedAttractions and Resorts).
SchweppervescencerejuvenatedIT’S one of the iconic terms of the globalsoft drinks industry but Schweppes Australia,a subsidiary of Asahi Group Holdings, hasgiven Schweppervescence new life with a 60second TV commercial that depicts two peo-ple tumbling down hills and through trees.
Eventually they land in water, re-emergingas a symbol of Schweppervescence.
Senior Brand Manager Ben Gossexplained that the new campaign wasdesigned to capture and convey the sensoryexperience of Schweppervescence.
The TVC is supported by print advertisingand other activities.
Tata Tea putswomen firstTATA Tea, India’s socially-conscious brandand Shah Rukh Khan, India’s biggest super-star were united on Women’s Day on 7thMarch to address India’s largest pertinentissue – people’s attitude towards women.Leveraging Tata Tea’s award-winning JaagoRe platform, actor Shah Rukh Khan, will beseen in a short film making a commitment,the first of its kind in the history of 100years of Indian cinema. The film, directed byIndia’s eminent film maker R. Balki waslaunched on Friday, 8th March.
Speaking on the occasion, Shah RukhKhan said, “For society to change, it isimportant for all of us to take small actionsand bring in the larger change collectively. Ihave seen thought-provoking Jaago Re cam-paigns in the past and have admired theircommitment. Through this association, I amhappy to make a statement and express myviews to inspire society at large.”
Elaborating on Tata Group’s and TGB’scommitment to women, Sanjiv Sarin,Regional President – South Asia, Tata GlobalBeverages said, “Tata Group has a rich her-itage of being socially conscious and in thearea of women’s right and equalities.
We have taken several initiatives: theownership of the Kannan Devan Hills Plan-tations Company (KDHP) was handed overto the workers and the majority of theseworkers were women who worked inthese plantations. Today these women havemoved from being workers of the planta-tion to part owners of the company.”
He added, “Tata Tea has been runningthe Jaago Re campaign which takes thebrand beyond its physical and functionalbenefits. In many ways Jaago Re has spokenabout things before they became big issuesin society like voting and corruption. JaagoRe has been focusing on social awakeningfor a long time.”
on Tata Tea’s partnering with Shah RukhKhan, Sarin said, “We are excited about ourpartnership with India’s leading superstar. Tospread a powerful social message like thisone, a personality like Mr. Khan whoseviews resonate with our philosophy wasthe best choice. Through this campaign, wewant every individual in his own way torecognise a painful reality of our society,which is its attitude towards women, andchange his actions. The power to actuallymake this change in societal attitudetowards women actually lies within.”
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18 Soft Drinks International – March 2013ASIA PACIFIC
F&n venerate elderlyTHE Year of the Snake was seen in withstyle by Malaysia’s F&N Beverages at homesfor the aged in Ipoh and Kuching.
This was in line not only with F&N’s tra-dition of sharing New Year with less privi-leged people but also the strong Chinesebelief in venerating the elderly and bringingfamilies together at the festive season.
Visits by F&N teams to the two old folks’homes included a colourful lion dance fol-lowed by the tossing of yee sang and serv-ing delicacies. And there were plenty ofmandarin oranges on hand – another long-standing feature of Chinese New Year.
F&N Beverages shares Chinese New Year with old folks in Ipoh and Kuching.
Residents were also given other gifts,while donations and supplies went to the
two homes to help with looking after theold folk.
V8 Supercars exposure for PepsiMaxPEPSI Max is to the fore in the newlylaunched livery for the Ford PerformanceRacing team in this year’s V8 Supercarschampionship in Australia and NewZealand.
The team signed an agreement with Pep-siCo Australia and New Zealand to be solenaming rights partner for the next threeyears.
This means the factory Falcons of driversMark Winterbottom and Will Davison arenow known as the Pepsi Max Crew FPRFords.
The cars and their drivers will give PepsiMax high profile exposure on television aswell as at racetracks; the V8 Supercars haveenormous TV audiences not only in Aus-tralasia but also further afield.
“It is the first time in the team's history
Mark Winterbottom and Will Davison with thenew livery.
Spritzer highlights oSAoNE of Malaysia’s leading water brands,Spritzer, is marketing the health advantagesof oSA – orthosilicic acid, Si(oH)4 – fol-lowing independent research which pointsto a number of benefits.
Spritzer has an extensive portfolio ofmineral waters and related beverages, withflavoured and enhanced variants in additionto natural.
It is highlighting the fact that its watersare rich in oSA.
‘What’s the big deal about oSA?’ asksSpritzer promotional material. ‘For starters,it keeps skin young, smooth and supple bystimulating the formation of natural colla-gen. It’s also the answer to a head full ofthick, luscious hair ; hair with higher silicon
content has more shine and lustre, andtends to drop less.’
other benefits claimed for oSA relate toosteoporosis, arthritis and neurological dis-eases.
Potential for dairyproducts
THE dairy industry has demonstrated sta-ble growth in India since the countrygained independence. For instance, thecountry produced over 120 million tonnesof milk in 2011, up by over 100 milliontonnes compared to the pre-independencelevel according to a repor t by GyanResearch and Analytics, and available atMarketPublishers.com.
The report, entitled Potential of Indian
Dairy Industry – 2017 highlights the factthat India It is the largest world milk manu-facturer, accounting for 13% of the totalproduction, and is expected to almost dou-ble its milk output by late 2019. The localdairy industry is highly fragmented. Theunorganised sector (comprising over 69.5million rural households) reigns in this sec-tor.
The Indian dairy industry was estimatedat approximately US$49 billion in 2011. It isexpected to grow at a 16% CAGR annuallyto be worth approximately US$120 billionby 2018.
The new market research report devel-oped by Gyan Research and Analyticsoffers a comprehensive discussion of theIndian dairy industry. The study not onlycontains a bird’s eye view of the industrybut also provides an overview of bothIndian and global dairy markets. Data onthe Indian industry structure, region-wiseavailability of milk and dairy products in thecountry, and expenditure on milk and dairyproducts is included in the report.
The research study also covers produc-tion and consumption statistics, trend analy-sis, comparative cost examination andSWoT analysis. Information on governmentinitiatives and main investments, export andimport dynamics, and the most prominentindustry par ticipants is available in thereport too. The study highlights possiblefuture trends of the industry to 2017.
we’ve had the same title sponsor on bothcars and the partnership provides us with achance for a fresh approach and a newlook at a time when we are also introduc-ing a whole new car,” says team principalTim Edwards.” This is the start of an excit-ing new era for everyone involved.
Soft Drinks International – March 2013 19INDUSTRY NEWS
Coca-Cola Amatilacknowledges topsuppliersTHE Supplier of the Year programme organ-ised by Coca-Cola Amatil (CCA) has cele-brated the services of 70 suppliers. Theinitiative began in 2010 not only to recog-nise excellent performance but also as aneffective means of strengthening the rela-tionships with suppliers across all of CCA’sfunctions.
These awards are for CCA’s Australianoperations only. The Group is also thenational Coca-Cola bottler in New Zealand,Fiji, Papua New Guinea and Indonesia, aswell as supplying to other parts of the SouthPacific.
Honours for overall Supplier of the Yearwent to Labelmakers Group, which pro-duced the labels for the successful ‘Share aCoke’ campaign. In a world first, thisrequired the printing of 150 individualnames on Coca-Cola bottles and deliveringprinting solutions to ensure randomisation,so that retail customers always had a varietyof names on shelf.
Labelmakers also produced brand ambas-sador Jennifer Hawkins’ CoZI swimwear fab-ric designs for the Mount Franklin LightlySparkling bottles.
Both activations were covered in SoftDrinks International last year.
“Labelmakers delivered strong innovation,reacted with speed, embraced our cus-tomers as their customers, and worked withus on every challenge we gave them,” saidTerry Davis, CCA’s Group Managing Direc-tor. “They not only met our expectations,but exceeded them, resulting in‘Share aCoke’ being one of the best-ever brand acti-vation campaigns in our history.”
Speaking at the awards ceremony, Daviscommented that innovation was the key tothe ability of Australian companies to with-stand current economic pressures, many ofwhich were being driven by the high Aus-tralian dollar.
He said that CCA’s investment in andcommitment to innovation allowed the com-
pany to out-perform its customers, urgingsuppliers to also invest in innovation.
“our customers are demanding that wematch their levels of innovation, technologyand automation. We ask exactly the sameof our suppliers.”
Sean Carren, Managing Director of Gold-star Transport, won the Account Manager ofthe Year award.
other awards went to Husky in the plantand equipment category, Westpac (financialservices), Skope (trade and equipment), Tel-stra (IT and telecommunications), K&SFreighters (transport and logistics), originEnergy (business services), Labelmakers(packaging and ingredients), tkm9 (marketingservices) and Netball queensland (sponsor-ship and assets).
Left to right: John Murphy (CCA), Sean Carren. Left to right: Warwick White (CCA), PaulO’Sullivan, Terry Davis (CCA).
Pepsi collection onshow at museumPRIME pieces of Brisbane resident BradWorling’s big collection of Pepsi memorabiliaare featured in a ‘What do you collect?’ exhi-bition mounted as part of the queenslandMuseum’s 150th anniversary celebrations.
Worling has been putting together his col-lection for over 22 years since he was given
a limited edition Pepsi canwhen working part-timeat KFC as a 17 year oldhigh school student.
More cans followed andhe began to source otherPepsi-branded pieces with
Brad Worling, Brisbane.
increasing enthusiasm.Now, he says, “I have a vast collection of
Pepsi memorabilia from all over the world –cans, bottles, toys, radios, telephones, t-shirtsand signs dating as far back as the 1940s.You see Coca-Cola memorabilia just abouteverywhere you go but Pepsi stuff is harderto come by and that makes finding rareitems all the more challenging and special.”
At the height of his ‘obsession’ he evenhad a Pepsi tattoo inked on his arm, he says:“Which often raises eyebrows and has ledto me carrying with me a photo of my col-lection in my wallet to show people whenthey ask the question, ‘why?’”
And he’s delighted to have an appropriatename, Pepsi having been known initially as‘Brad’s drink’ when it was introduced in1893 by Caleb Bradham in New Bern,North Carolina.
DestinationBangladeshBANGLADESH has a highly dynamic bever-age industry In which all the major interna-tional players such as Coca-Cola, Pepsi Cola,Euro Cola, RC Cola, Pran Cola and MojoCola are present, together with a series oflocal carbonated soft drink brands. More-over, the country is also experiencing con-siderable growth in the flat soft drinkssegment that includes, for example, fruitjuices and mineral water.
Given the market’s excellent health, then,it will come as no surprise that Sacmi –which has been doing business inBangladesh since 2004 when it supplied thefirst CSD line for the production of two-piece plastic caps to the customer Padma –wanted to show off the very best of itsdrink production and packaging technologyat the IPF (International Plastics, Packagingand Printing Industrial Fair) in Dhakarecently.
Sacmi has since gone on to increase itsmarket presence, installing five further linesthat use compression technology. Today, inaddition to Padma, Sacmi’s customer portfo-lio includes Globe, Ast Beverages & PartexBeverages and the installed machines coverSacmi’s entire closures range, that is, the 24,32 and 64-cavity CCMs for the productionof single-piece and two-piece caps, thus
covering the entire soft drinks supply chain.Steady growth in terms of machines
installed has also led the Sacmi Group toinvest considerable resources in after-salesservices, as highlighted by the establishmentof a dedicated, highly efficient facility in thecapital city of Dhaka. This constitutes a funda-mental resource, ensuring that the companyis able to provide our customers with ever-closer support right from the design stageand make sure they enjoy nothing less thancomplete, highly competitive turnkey solutionsthat provide outstanding reliability, productiv-ity and optimisation of energy consumption.
20 Soft Drinks International – March 2013ASIA PACIFIC
www.softdrinksinternational.com
This includes digital and social media plat-forms for targeted genres: Social, Video onDemand (VoD), Search, Travel, Games, Reachportals and Mobile.
Speaking about the campaign, AnupamaAhluwalia, VP – Marketing, Coca-Cola Indiasaid, "Thums Up has continued to be cultur-ally relevant in India through the evolvingexpressions of masculinity. We believe mas-culinity today is the drive to find one’s calling,to take the leap of faith and Thums Up is theiconic symbol that embodies the strengthrequired to unleash the potential within.Through the latest campaign, Thums Up isaiming to make a cultural shift of acceptancethat the hero is not divine anymore, but thatit is there in all of us, it's just a matter of find-ing it.”
Conceptualised by Leo Burnett, the TVChas been created by KV Sridhar, Chief Cre-ative officer India Sub-continent, Leo Burnettand Sainath Saraban, Executive CreativeDirector Leo Burnett. The TVC has beendirected by Ravi Udyawar under the RU Filmsproduction banner. The thumping music hasbeen composed by Ram Sampath (ofomgrown Music) to bring to life AmitabhBhattacharya's toofani lyrics.
Thums up gets superstartreatmentTHUMS Up, India’s largest and most iconicsoft drink brand, made a ‘toofani’ start to theyear with a spectacular new campaign featur-ing popular superstar Salman Khan. An exten-sion of the ‘Aaj Kuch Toofani Kartey Hain’ callto action, the Thums Up campaign once againurges its consumers to push the boundaries,to pave their own path and to unleash theirpotential.
Thumbs Up, from Coca-Cola, is the mostpopular carbonated soft drink In India, with adistinctly masculine positioning.
The high adrenalin campaign shows SalmanKhan adding his unique style quotient as hetakes a ‘toofani’ route to get his Thums Up,turning a mundane situation of a store run-ning out of his favourite Thums Up, into anexciting tale of adventure and thrill. SalmanKhan inspires gut and gumption by takingcomplete control of the situation to get whathe needs, undertaking a series of ‘toofani’ acts
to get his Thums Up.Action star and southernsuperstar Mahesh Babufeatures in the south ver-sion of the campaign.
Speaking about hisexperience, superstar andThums Up Brand Ambas-sador Salman Khan said,“Thums Up to me hasalways stood for a spirit ofadventure, resilience,energy and courage. Icompletely believe in thecampaign's core philoso-phy that the ‘toofan’ isindeed within all of us.”
After previewing onsocial media, The TV com-mercial hit mass media atthe end of February. Thisis the first time in the his-tory of the brand since itslaunch in 1977 that it willpreview its main thrust
summer campaign on digital media before thecampaign hits mass media. Thums Up has arobust digital plan to leverage the campaign.
Thums Up is thebiggest sellingCSD in India.
Long-runningsponsorship continuesTHE 100Plus isotonic drink from F&N Bever-ages has extended its partnership withMalaysia’s National Sports Council for a fur-ther three years. The link is already well estab-lished, having started back in 2000.
“It has been more than a decade since wesigned our first agreement with the NSC. Bythe time this deal expires, it would be 16years of collaboration. It has been a tremen-dous partnership which I hope will continuewell beyond 2015,” said Khalid Alvi, ManagingDirector of F&N Beverages Marketing.
Dato’ Sri Ahmad Shabery Cheek, Malaysia’sMinister of Youth and Sports, was on hand to
witness the signing of the agreement.The partnership underlines 100Plus
involvement in a range of sports.
Dato’ Sri Ahmad Shabery Cheek, Minister ofYouth and Sports (centre) witnessing thesigning by Dato’ Seri Zolkples Embong (left) ofthe National Sports Council and En Khalid Alvi(right) of F&N Beverages Marketing.
Exclusive CSD for Bangkok themeparkTHAI Namthip has signed a partnership dealwith Siam Park City to be the exclusive sup-plier of carbonates.
With two million visitors a year, that’s bigbusiness.
Siam Park City is in the Khan Na Yao dis-trict of Bangkok. It is one of the largest themeand water parks in Southeast Asia and has inrecent years been extensively refurbished.This includes new rides, some of them amongthe world’s longest and biggest.
Crowds are also drawn to its huge
Executives from Thai Namthip and Siam ParkCity toast the new partnership.
amphitheatre, frequently used for concerts bypopular Thai and international acts.
Thai Namthip is part of the Coca-Colasystem in Thailand..
Rev up My SchoolMALAYSIAN isotonic drink Revive, which isproduced by Permanis, has celebrated thefirst weeks of the Year of the Snake with afundraising promotion whose beneficiariesare 10 Chinese schools around the country.
The promotion also involves Pepsi – Per-manis is the Pepsi bottler in Malaysia. It hasbeen highlighted through point of sale mate-rial, sampling and discount voucher give-aways.
Donations are based on sales of ReviveIsotonic 325ml bottles and Pepsi 24-canpacks.
“We wanted a campaign in which ourconsumers could get involved and whereeducation is concerned. Most Malaysiansbelieve that learning is the key to a well-rounded future and a stepping stone to suc-cess,” said Hemalatha Ragavan, MarketingVice President for Permanis.
A similar initiative last year was deemed agreat success with an ‘overwhelmingresponse’ from the public, she said, and thisyear’s aim was to increase funds significantlyfor classroom aids.
tomer service and get our brands into con-sumers’ hands with greater efficiency.”
Terms of the purchase were not dis-closed. The company said it does not antici-pate that the acquisition will have anymaterial effect on its 2013 financial results.
22 Soft Drinks International – March 2013INDUSTRY NEWS
AmericasThe Coca-Cola Cofaces litigationSEVEN cases are being heard by a Court inMissouri, USA, over product descriptions ofSimply orange Juice.
This multidistrict litigation consists of overseven cases currently pending before theCourt. These cases involve allegations con-cerning Simply orange Juice. The plaintiffsallege that the producers and marketers ofbranded fruit juices, The Coca-Cola Com-pany and The Minute Maid Company, havebeen falsely claiming that Simply orange is100% pure squeezed, natural orange juice.Plaintiffs allege that Simply orange is, instead,heavily processed, pasteurised, deaerated, andflavoured.
Plaintiffs state that due in part to theirfalse belief of the purity and freshness ofSimply orange, consumers have been payinga premium price for the orange juice that isnot warranted. The various complaints assert
Simply Orange is in the Dock, accused ofmisleading labelling.
claims for unjust enrichment, breach ofexpress warranty, violation of the MissouriMerchandising Practices Act, and violation ofconsumer fraud laws of various states. Plain-tiffs also seek injunctive and declaratory relief.
The Judicial Panel on Multidistrict Litiga-tion determined that Simply orange casesfiled in various courts around the countryinvolved common questions of fact, and thatcentralisation of the cases was appropriate.Based on a number of factors, the JudicialPanel determined that the Western Districtof Missouri was an appropriate forum. AllSimply orange cases were then ordered tobe transferred to the Western District ofMissouri.
Dr Pepper goesWestDR PEPPER Snapple Group has acquiredthe business assets and territory of Dr. Pep-per/7-Up Bottling Company of the West,based in Reno, Nevada. The acquisitionincludes rights to the Dr Pepper/7Up-Westterritory and ownership of its distributionoperations in Reno; Chico, California; andBoise, Idaho.
Dr Pepper/7Up-West serves a territorythat includes northern Nevada as well asparts of northern and western Californiaand Idaho. The bottler distributes Dr Pepper,Snapple, 7Up, Sunkist soda, A&W and RCCola, as well as several DPS-allied brands,including Fiji, Neuro, Rockstar and Vita Coco.
“Since 2006, Dr Pepper Snapple hasacquired a number of bottling businesses tostrengthen our route to market in the USAand support efforts to build and enhanceour leading brands,” said Rodger Collins,President – Packaged Beverages. “As withprevious acquisitions, bringing Dr Pepper/7Up-West into DPS enables us to leveragethe power of our integrated business modelto drive executional excellence, improve cus-
Dr Pepper Snapple has acquired Dr Pepper/7UpBottling Company of the West.
Turnaround strategy workingat Jones Soda?JoNES Soda Co, a leader in the premiumsoda category has announced results forthe fourth quarter ended 31st December2012.
Results for the fourth quarter reflect theefforts of the company’s turnaround strat-egy implemented in the second half of theyear. “As part of our turnaround focus, weredeployed resources from certain marketswhile refocusing efforts on key core mar-kets, and this resulted in a decrease in rev-enue for the fourth quarter of 2012 of10% to US$3.1 million compared to rev-enue of US$3.4 million for the fourth quar-ter of 2011,” said Jennifer Cue, CEo ofJones Soda. “Despite the revenue declinefor the quarter, gross profit was slightly upfor the comparable quarters due to ourturnaround effor ts. Also evidencing theturnaround is a 77% improvement in ourbottom line performance, in which wereported a net loss of US$448,000, for thefourth quarter of 2012, compared to a netloss of US$2 million, for the fourth quarter2011.”
For the year, revenue decreased 6% toUS$16.4 million compared to US$17.4 mil-lion in 2011. Again, even with the decline inrevenue for the year, gross profit for theyear improved to US$4.5 million comparedto gross profit for 2011 of US$4.3 million,up 4%. A net loss of US$2.9 million wasreported for 2012, compared to a net lossof US$7.2 million for 2011, a 59% improve-ment.
“our turnaround strategy is working.over the second half of 2012, we haveworked to bring our company back to itscore entrepreneurial principles, while alsoreducing costly selling, general and adminis-trative expenses. Wehave found the right bal-ance for our operatingexpenses and are invest-ing in distribution andproduct lines that webelieve will drive longerterm volume growth in aprofitable way,” said Cue.
For the full year ended31st December 2012,the company repor tedthat revenue decreasedby 6% to US$16.4 mil-lion compared to $17.4million in 2011. Grossprofit increased to 27%of revenue, compared to25% of revenue last year ;and operating expensesdecreased 37% toUS$7.3 million, com-pared to US$11.5 millionin the prior year.
Jones Sodasays itsturnaroundplan isworking.
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Soft Drinks International – March 2013 23AMERICAS
PepsiCo helps tofeed the childrenTHIS month, Feed The Children and Pep-siCo partnered with The Society of St Vin-cent de Paul to distribute twotractor-trailers full of food and essentials tohelp 800 Phoenix area children and familiesin need. Families received food and essen-tials at The Society of St. Vincent de Paul inPhoenix.
PepsiCo is a long time partner with FeedThe Children and today donated Frito-Laybrand snacks and Pepsi brand beverages tofamilies as part of the event. Feed The Chil-dren partner agency The Society of St Vin-cent de Paul pre-identified families receivingthe boxes. Each family received a 25lb boxof food, and a 10lb box of personal careitems and Avon products. The boxes aredesigned to help a family of four for up toone week.
The distribution is part of Feed The Chil-dren's Americans Feeding Americans Cara-van, which has helped more than 440,000families across the country since it began in2009.
Nearly one in three children living inPhoenix (31.4%) is considered impover-ished. In fact, the number of children livingin poverty in Phoenix (392,229) could fillthe US Airways Center more than 20 times.
“Many of the families on the AmericansFeeding Americans Caravan consideredthemselves middle class just a few shortyears ago. Now they are making hardchoices between paying bills and feedingtheir families,” said Tony Sellars, spokesper-son for Feed The Children. “With supportfrom PepsiCo we can help make that choicea little easier for families struggling in thiseconomy.”
Coke reports goodresultsTHE Coca-Cola Company has reportedworldwide volume growth of 4% for thefull year and 3% in the fourth quarter of2012. The company reported solid growthfor the full year in key developed markets,including North America (+2%) and Japan(+2%). Europe volume declined 1% for thefull year, reflecting ongoing uncertain macro-economic conditions.
In addition, the company delivered strongvolume growth in key emerging marketssuch as Thailand (+22%), India (+16%) andRussia (+8%) for the full year. The Chinabusiness delivered 4% volume growth forthe full year, cycling double-digit growth inthe prior year, and was impacted by the fur-ther effects of a slowing economy, poorweather and a later Chinese New Year. Solidgrowth continued in countries with percapita consumption of company brands lessthan 150 x 8oz servings per year, with vol-ume up 7% for the full year.
For both the full year and the quarter,global volume and value share in non-alcoholic ready-to-drink (NARTD) beveragesgrew, with volume and value share gainsacross nearly every beverage category.Immediate consumption volume grew a solid5% globally in 2012, leading to transactiongrowth of 5%, driven by focused in-storeactivation efforts and cold drink equipmentexpansion.
Worldwide sparkling beverage volumegrew 3% for the full year and 1% in thequarter. This represents approximately 550million incremental unit cases in 2012, or theequivalent of adding 13.2 billion new serv-ings to the global business.
Worldwide brand Coca-Cola volumegrew 3% for the full year, with growth acrossdiverse markets, including India (+33%), Thai-land (+31%), Russia (+20%), the Philippines(+8%), Brazil (+3%) and Mexico (+3%). Inaddition, Fanta volume grew 5% and Sprite
volume grew 4% for the full year..Worldwide still beverage volume grew
10% for the full year and 9% in the quarter,with growth across beverage categories,including packaged water, ready-to-drink teaand coffee, juices and juice drinks, sportsdrinks and energy drinks. Excluding theimpact of acquisitions, still beverage volumegrew 8% for the full year and 7% in thequarter.
RTD tea volume grew 14% for the fullyear and 16% in the quarter, with continuedstrong performance of key brands such asGold Peak and Honest Tea in North Amer-ica, Ayataka green tea in Japan and Fuze Tea,which was expanded across many marketsworldwide during the year. Packaged watervolume grew 12% for both the full year andthe quarter. The company’s PlantBottle PETpackaging is now present in 10 countriesthat represent more than 50% of its globalpackaged water business. Energy drink vol-ume grew 20% for the full year and 12% inthe quarter, driven by growth across theglobal portfolio of energy brands, with Burnnow available in 75 countries.
In 2012, I Lohas water and Ayataka greentea in Japan became the fourth and fifthnew billion-dollar brands since theannouncement of the 2020 Vision, buildingon a strong portfolio of brands across bev-erage categories, occasions and geographies.
Muhtar Kent, Chairman and CEo said,“We are pleased with our results. In a yearmarked by continued uncertainty in theglobal economy, we delivered solid volume,revenue and profit growth, and we realisedfurther volume and value share gains in non-alcoholic ready-to-drink beverages. TheCoca-Cola Company has consistently deliv-ered quality results and met or exceeded itslong-term volume, revenue and profitgrowth targets every year since theannouncement of our 2020 Vision at theend of 2009. This reflects the commitmentof our entire system to invest together for abetter tomorrow and to sustainably createshared value while making a positive differ-ence in the communities we serve. Togetherwe are delivering on our priorities andachieving success.”
Jamba partnerswith football playerJAMBA Juice Co and professional footballplayer Vernon Davis have announced thesigning of a store development agreementthat will enhance the brand’s presence in theextended Santa Clara marketplace over thenext two years. The partnership provides aplatform for a long-term relationship inwhich Davis plans to open two new JambaJuice stores in the Santa Clara area over thenext two years, with an option to open twomore new stores in the same area over thefollowing two years. As part of the newpartnership, Davis has purchased one of
Jamba’s existing stores inSanta Clara, and he is cur-rently finalising plans for itsGrand opening under hisnew ownership.
“Playing football in Califor-nia, I have become a huge fanof Jamba Juice products andthe company’s mission tohelp inspire and simplifyhealthy living,” said Vernon
Davis, athlete and entrepreneur. “I am veryproud to be associated with a brand that isso committed to helping consumers keep fitand eat healthy. Jamba offers a great line-upof good-tasting, better-for-you products andthey have a long history of supporting thecommunity, and especially in addressing thehealth and wellness needs of children, whichis very important to me.”
24 Soft Drinks International – March 2013AMERICAS
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In brief…
l Coca-Cola has reported good results forLatin America for 2012. Unit case volumeincreased 5%, which consisted of 3% growthin sparkling beverages and 12% growth instill beverages.
The growth reported across Latin Amer-ica was driven by continued investments inthe company’s brands, strong activation ofholiday programming, and a continued focuson a differentiated occasion-based package,price and channel strategy.
The Group's growth in sparkling bever-ages was led by 3% growth in brand Coca-Cola, 6% growth in trademark Fanta and 5%growth in trademark Sprite. Still beveragegrowth in Latin America reflected 34%growth in ready-to-drink teas as a result ofthe newly launched Fuze Tea; 28% growth insports drinks: 9% growth in packaged waterand 12% growth in juices and juice drinks.Brazil reported unit case volume growth of6%, which consisted of 3% growth in brandCoca-Cola, 11% growth in trademark Fantaand 16% growth in still beverages. LatinAmerica also benefited from unit case vol-ume growth of 4% in Mexico and 7%growth in Argentina.
l For the ninemonths ended26th January2013, NationalBeverage Corphas announceda growth in rev-enues to US$494.1 million, up6.6% on the previous period. Net incomeincrease 7.3% to US$ 34.8 million; and earn-ings per share were up 7.1% to US$0.75.
“Consistent quar ters of revenue andearnings growth – achieved in a volatileenvironment of political and economicchaos – are a feat Team National is proudto report. our winter quarter is alwayschallenging, yet we were able to outpacethe industry with the growth of both ourPower+ Brands and carbonated soft drinks.The continued double-digit volume gains ofour LaCroix sparking water and Rip Itenergy drink attest to the success of TeamNational in repositioning our products anddistribution to the higher-growth segmentsof the beverage industry,” stated Nick A.Caporella, Chairman and CEo.
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Soft Drinks International – March 2013 25DEVELOPMENTS
IngredientsSensient extendsits APSS rangeSENSIENT Flavors has added eight bespokefunctional flavours to its APSS (All PurposeSweet Solutions) range. The new BlackGrape, Cola, Red, Summer Fruits, orange,Tropical, Lemon Lime and Green flavouringscompensate for sensory drawbacks inproducts with reduced sugar content aswell as those that are completely free fromsugar.
In reduced sugar formulations, theflavourings compensate for loss of body,mouthfeel and sweetness. When usedalongside alternative sweetening solutions,such as high intensity sweeteners or stevia(Reb A), they also mask undesirable after-tastes. All APSS flavours can be declared as‘natural flavouring’ and add no carbohydratecalories to the end product.
The new flavourings extend the existingportfolio of APSS flavours, which has beendeveloped to improve the sweetness pro-file of calorie-reduced products. With itslatest variations, the company has adaptedits APSS technology for specific flavouring
Sensient has extended its range of sweet solutions.
types that are particularly popular in bever-ages. The bespoke flavourings enable foodand drink manufacturers to shorten devel-opment time when modifying sweeteningsystems or reducing the sugar content ofproducts.
Dirk Fichtner, Managing Director FlavorsEurope & Fragrances at Sensient Flavors,comments, “Rising consumer awareness of
the importance of a healthy diet, along withthe high price of sugar means that manu-facturers are looking for alternatives. Whena recipe is reformulated, it’s crucial that theend product’s taste and appearance don’tsuffer. our novel APSS functional flavouringsenable food and drinks manufacturers tobring products to market quickly with solu-tions that meet consumer expectations.”
Stevia innovationfrom PureCirclePURECIRCLE, producer and marketer ofstevia products says it has reached a majormilestone as the company prepares to com-mercialise its latest stevia innovation, Pure-Circle high purity Reb D. Following adetailed safety evaluation by an independentExpert Panel, PureCircle’s high purity Reb Dhas received self-affirmed GRAS status, andthe company has elected to formally submitits GRAS notification to the FDA for theagency’s additional safety review.
PureCircle research has identified highpurity Reb D as having one of the bestsweetness profiles of any steviol glycosidefrom the stevia leaf. The clean sweetness ofhigh purity Reb D will further enable cus-tomers to develop naturally sweetened for-mulations with very low to no calories,particularly in food and beverages withhigher sweetness levels, such as carbonatedsoft drinks. Its commercialisation will playan integral role in extending the company’sbreakthrough Stevia 3.0 innovation platformalongside other next generation innovations,such as PureCircle Alpha, SG95 and Pure-Circle flavour NSF-02.
PureCircle Reb D commercialisation fol-lows more than a decade of research anddevelopment that takes advantage of break-
throughs across the company’s entire verti-cally integrated supply chain. The develop-ment is made possible as a result ofdiscoveries through PureCircle’s Compre-hensive Breeding Programme involving in-house and partner (3rd party) breedingcentres, its agricultural investment acrossParaguay, Kenya, China and the USA, andindustry leading extraction and purificationcapabilities. In addition to proprietary highReb D content leaf varieties, PureCircle has
PureCircle’s high purity Reb D is suitable for CSDs.
now secured process, method and applica-tion patents to protect this new innovation,including a suite of more than 25 patentsand patent applications for the ingredient.
PureCircle has begun collaborating withseveral customers on product development,with primary focus on initial introductions inthe USA. Substantial investments arefocused on scaling up this new technologywith plans for targeted market introductionas early as the second half of 2013.
26 Soft Drinks International – March 2013INGREDIENTS
In brief…
l International Flavors & Fragrances (IFF), aleading global creator of flavours and fra-grances for consumer products, todayannounced the formal opening of one of itslargest and most technically advancedflavours manufacturing facilities. Located inthe Guangzhou Economic and TechnologicalDevelopment District in China, and built tothe highest global standards for food ingredi-ents, the factory will supply flavours to thecompany’s regional and global food and bev-erage customers. The facility is part of a previously announced US$100 million invest-ment in Greater Asia and a key part of IFF’s
Beadlets for vitaminsLYCoRED is introducing a new micro-encapsulated beadlet line of naturalcarotenoids and vitamins. This highly stable,vegetarian, kosher and halal product line,manufactured in the USA by fluid bed, willcomplement LycoRed’s core encapsulationtechnologies: gelatin, alginate and spray-dried coating systems.
Most of the dietary supplement, foodand beverage formulators are looking forseveral coating alternatives. The new lineallows them to select the ideal technologyfor their products, depending on the appli-cation and the unique requirements fortheir end products.
Among other applications, the starchbeadlets are designed for use in dry blendbeverages, as the coating is remarkably
strategy to grow in emerging markets.
l Registration is open for a follow-upmeeting organised by EFSA to engage withall contributing stakeholders and other rele-vant parties on comments received duringthe public consultation on the Authority’sfirst full risk assessment of the sweeteneraspar tame. EFSA aims to ensure a fullunderstanding of the comments receivedduring the online consultation phase priorto the final adoption of its scientific opinionin May 2013.
This scientific meeting is intended for sci-
LycoRed’s starch beadlets can be used in dryblend beverages.
entific experts in the field of food safetyand interested par ties who have con-tributed to the public consultation on aspar-tame. In order to ensure thoroughdiscussion, the number of participants willbe limited. If the meeting is oversubscribed,participants will be selected on the basis oftheir scientific contributions to the publicconsultation on the ANS Panel draft opin-ion on the re-evaluation of aspar tame(E951), their experience in the field, takinginto account the need for an appropriaterange of expertise to be represented in themeeting.
Kerry moves intoSouth AfricaKERRY Ingredients & Flavours today con-firmed that it has completed the acquisitionof the Cape Town based sweet ingredientsolutions supplier orley Foods for anundisclosed sum. The South African dealunderlines commitment to serving cus-tomers within EMEA region.
orley Foods is part of the Libstar Hold-ings Group and has a 50-year history ofproviding sweet ingredients for the a rangeof products including beverages.
The orley Foods deal comes a year afterKerry’s acquisition of FlavourCraft, also inSouth Africa, and complements the earlierpurchase of Cargill’s global flavour business.It is the latest step in Kerry’s journey tobecoming the innovation and developmentpartner of choice for the world’s leadingfood and beverage brands as they start tomeet fast-growing local appetites for thenext generation of products in EMEA.
Commenting on the deal, Scott
Scharinger, President EMEA DevelopingMarkets for Kerry Ingredients & Flavours,said: “This is a key part of our strategy towork alongside our global customer base,finding ways to deliver our unique range ofingredient and flavour technologies andfood science know-how in the territorieswhere they are being consumed. AlthoughSouth Africa is an important market for usin its own right, it is also the springboardfor our expansion into other important andgrowing sub-Saharan countries such asNigeria and Kenya.”
Craig Henry of orley Foods said: “Weare very proud to become the newestmember of the fast-expanding Kerry family.What’s particularly exciting for us is joiningone of the world’s largest and most highlyqualified teams of food scientists and prod-uct innovators, with all the benefits that thiswill bring to our customers old and new.”
CoLoURS specialist D.D. Williamsonrecently conducted an informal taste testwith two dozen students. The students, aged16 to 18 years old, were presented with car-bonated drinks in three different hues (clear,brown and pink) and asked to describe howeach tasted. They were not told that allthree beverage samples were actually thesame flavour, lemon-lime, in three differentcolours. Demonstrating yet again that colouraffects taste perception, an overwhelmingmajority responded (inaccurately) that thebeverages had different flavors. The resultsare as follows:
Clear Soft Drink: The clear, colourless softdrink was accurately described as having alemon-lime or citrus flavour by 81% of theteenage taste testers. A small segment said itwas flavourless.
Brown Soft Drink: The brown, caramel-coloured soft drink was described as either‘sweet’ or ‘fruity’ by 34% of the students.Cola was the next flavour identified, namedby 15%. Nearly half did not offer a specificdescription of the flavour.
Pink Soft Drink: The pink, beet-colouredsoft drink was described as ‘fruity’, ‘berry’ or‘sweet’ by more than one-third (38%). otherresponses included ‘cola’, ‘ginger ale’, and/orflavourless.
of the three beverages tasted, the teensnamed Pink as their favourite. Multiple stu-dents indicated that the pink beverage wasthe most flavourful and visually appealing.
Colouring thetastebuds
water soluble.The starch beadlets are initially available
for carotenoids lycopene, beta caroteneand lutein, and also for vitamin D and A-Acetate.
Soft Drinks International – March 2013
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Bionov’s innovative ingredients include melon SOD.
First melon SoD availableFRENCH company Bionov has patented its products Extramel, Cel-lulight and Primo-antioxidant – based on Bionov 100% natural effi-cient primary antioxidant: the melon Superoxide Dismutase (SoD).
Bionov is the first industrial producer of natural protected SoD, apowerful primary antioxidant, from melon. “We have integratedevery quality requirement of our customers for producing spe-cialised applications – dietary supplements, functional foods and bev-erages, cosmetics products – to dedicated markets such asanti-ageing, wellbeing and weight management. We propose propri-etary active ingredients with registered trademarks and patentedprocesses,” said Cécile Fremont, Innovative Project Manager, Bionov.
All applications are science backed by in vivo, in vitro and/or clin-ical studies.
Extramel has been proven to improve everyday performances bybalancing the body and regulating associated factors such as stressrelief, sleep quality, physical tone and cognitive performance.
Cellulight is said to be the only active ingredient available orallywith both clinical and mechanistic evidence of its efficacy on cel-lulite.
Primo-antioxidant has powerful health benefits thanks to an effec-tive antioxidant activity. It is said to provide unique protectionagainst oxidative mechanisms, due to its ability to neutralise precur-sors of cell oxidation.
Bionov will be at the Vitafoods South America in São Paulo, onthe 26th and 27th March 2013 to promote all its products.
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28 Soft Drinks International – March 2013PRODUCTS
Juices & Juice Drinks
Sourced by Mintel,email: [email protected]
Veg/juice mixITALY Zuegg Carota Nera e Ribes Nero(Black Carrot & Blackcurrant Juice) is a newlaunch in Italy. It is rich in anthocyanins,polyphenols and antioxidants which fight freeradicals. Blackcurrants are also known fortheir anti-inflammatory and antihistamineactions. The product retails in a pack con-taining six 125ml bottles.
Bensons partnerswith national TrustUK Bensons, of Sherborne, Gloucestershire isthe first National Trust tenant to be chosento supply its product to National Trust venuesthroughout the UK. For the past eight yearsBensons has been a tenant on National Trustproperty and has been supplying 60-80National Trust restaurants.
However, recently appointed HospitalityDirector Harry Heeley decided, as part of anew project to involve its tenants, that itwould be great if Bensons could supply all230 of the Trust’s restaurants at its 180 prop-erties throughout the UK. This will see240,000 bottles of Bensons juice coming offthe production line for the National Trustalone.
Heeley said: “The Trust is one of the UK'sbiggest landowners and we have lots of fan-tastic tenants producing delicious food anddrink. We're at the start of a journey usingthis produce in an exciting way in our restau-rants and Jeremy is our first tenant to workwith us on a national basis. He produces ter-rific products using wonderful British apples.
“We are really interested in making surewe get the best produce and will try to getour tenants food in their local NT propertiesor wider afield. It is all about meeting theright standards and it's got to be economi-cally viable for both parties.”
Bensons will be supplying its apple juice,
apple and rhubarb, apple and elderflower andapple and raspberry, with each bottle carryingthe National Trust logo.
Jeremy Benson, Bensons MD said “It hasbeen great working with Harry who is keento develop a core range of food and drinkproduced by local suppliers. None of theirother tenants are producing good quality fruitjuice on a large scale so Bensons became anobvious choice. This is very exciting for usand a great validation of what we do. It is aprivilege to be working with a charity withone of the largest memberships in theworld.”
Calypso’s first cordialUK School caterers will be interested tolearn that Calypso has just launched its firstever cordial: Aquajuice Cordial. Available inorange or blackcurrant flavours, the cordialwill be available in 500ml bottles, in cases of12. Each 500ml bottle should be dilutedwith 1.5 litres of water to make 2 litres ofready-to-drink juicy water, which is 20 x100ml servings per bottle, at an average costof 5p per serving.
Aquajuice Cordial is naturally school com-pliant with 60% fruit juice once diluted, andhas been designed specifically with primaryschools in mind. This new drink option hasproven to be a hit with children and cateringstaff in the trials conducted in a number ofprimary schools across the country ahead oflaunch. The 500ml bottle reduces wastage,helps with portion control, overcomes shelflife issues, and is easy to mix.
novel varieties forFolkington’sUK Sussex juice company Metro Drinks hasadded to its successful Folkington’s fruit juicerange with the launch of two new varieties.The new additions are a Mango Juice whichis pressed from Magdalena River varietymangos grown in the Colombian Andes; andan English Elderflower Drink, made fromwild elderflowers hand picked from localSussex bushes and then infused with Timper-ley Early rhubarb juice from Norfolk andFemminello lemon juice from Sicily.
The range, which is available principally infarm shops, delis, cafés, hotels and bars, nowcomprises eight varieties each of which uses100% pure, not from concentrate juice andcontain no preservatives or additives. The fullrange is: orange, English Apple, Tomato, Eng-lish Pear, Cranberry, Mango, English Elder-flower and Pink Lemonade.
Metro Drinks’ founder and MD, Paul Ben-dit says: “We have extended the Folkington’srange of juices to include both Mango and
Elderflower as we believe that increasinglythese are seen as mainstream choices byour consumers. We also place great empha-sis on sourcing our fruit from the UK wherepossible, and in our commitment to prove-nance we source our fruits from the samegrowers each year to ensure we adopt asustainable approach and maintain the highquality of our products.”
The Folkington’s range is available in packsof 12 x single serve 250ml glass bottles. It isavailable from both foodservice and on-premise wholesalers throughout the UK ordirect from Metro Drinks.
Soft Drinks International – March 2013 29JUICES & JUICE DRINKS
HeartwarmersmoothiesUK Heartwarmer Foods is introducinginnovative premium-range gourmet smooth-ies to the healthy non-alcoholic beverageand food-to-go sectors. The company is astart-up by Pranav Bihari, a student at theUniversity of Kent, and his partner KalyBihari.
Heartwarmer smoothies are a blend offruits, gluten-free oats and spices and containno added sugar or artificial ingredients. Thesmoothie range is available in three flavours:Blackcurrant, oat and Spice; Raspberry, oatand Spice; and Chai Spice, oat and Ginger.Packaged in infinitely recyclable glass bottleswith a shelf life of six months, more than97% of the smoothies’ ingredients aresourced from British farms.
Pranav came upon the business idea dur-ing the course of his research on sustainablefood consumption in Britain. He says, “Ibecame aware that for people who wereinterested in eating sustainably but had littletime to prepare food themselves, there were
few convenience food options available inthe market that were healthy, tasty and notjust locally made, but also prepared mostlyfrom locally grown ingredients. Since Kent isknown for its fruit orchards and we lovesmoothies – they are a healthy and tastyanytime snack – we set ourselves the chal-lenge to come up with recipes that used atleast 95% locally grown ingredients.”
Kaly adds, “It was not at all easy. But in the
end the flavours that we've come up withare really unique and we've received greatfeedback while testing our products at thelocal farmers’ markets.”
Heartwarmer gourmet smoothies aregluten-free and dairy-free and are suitablefor vegans, vegetarians and coeliacs. Thebrand was launched at the InternationalFood & Drink Event 2013, held at ExcelLondon.
Sunmagic goesexoticUK Sunmagic, the 100% pure fruit juice,smoothie and juice drink brand has launchedfour new drinks, which are available now.
The full-flavoured drinks can be consumedstraight, or as a mixer in cocktails and mock-tails, and comprise: Mango Juice Drink; Pas-sion Fruit Juice Drink; Pineapple & CoconutJuice Drink; and Pomegranate Juice Drink.The new drinks are packaged in 1 litre recappacks and carry the strapline ‘The Taste ofthe Tropical Sun’, reflecting the origin of thefruits.
The four new juices contain no artificialcolours, sweeteners, flavourings or preserva-tives, are suitable for vegetarians and all ben-efit from excellent nutritional properties.Mangoes are renowned for their protectivenutrients including vitamin C and betacarotene (vitamin A), whilst passion fruit isalso high in potassium and antioxidants.
An added benefit of drinking the pineap-ple & coconut juice is that they are bothknown fruits for aiding digestion. The popu-larity of pomegranates has risen sharply over
the past couple of years, with many referringto the tropical fruit as a ‘super-fruit’, thanksto it being a fantastic natural source of vita-mins including folic acid.
The drinks are a great alternative as abreakfast juice or throughout the day, athome or on the move and outdoor eatingoccasions such as summer picnics.
Razin Ali, Sunmagic Brand Manager, says:“We are delighted to be launching fourexotic new juice flavours in time for springand summer drinking occasions. This is a nat-ural brand extension from our core range ofseven 1 litre juices into a more exotic land-scape.”
The four drinks have an RSP of £1.59 andare available in over 720 Tesco stores in theUK.
Inyange fruit cocktailAFRICA Rwandan bottler Inyange Industrieshas added a fruit cocktail to its juice range, awelcome move not only for consumers butalso for the fruit farmers who supply thecompany.
The new fruit cocktail is a blend of pineap-ple, orange and passion fruit juice.
Inyange also produces single-fruit juices andjuice drinks from those fruit types, as well asapple and mango.
Sudadi Kayitana, Managing Director ofInyange Industries, says: “The introduction of anew blended juice drink falls in line with thecompany’s ambitions to expand its productportfolio and meet new consumer demands.”
Like Inyange’s other juices, the fruit cocktailis packaged in 500ml PET bottles. Tetra Pakvariants are also planned, to increase shelf life.
Inyange also bottles milk and is Rwanda’smarket leader in bottled mineral water.
30 Soft Drinks International – March 2013JUICES & JUICE DRINKS
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Crystal LightUSA Crystal Light Liquid Drink Mix is anew drink mix which contains zero calories.
Available in Strawberry Lemonade, Blue-berry Raspberry, Iced Tea, Mango Passion-fruit, Peach Bellini and Pomtini flavours,Crystal Light Liquid puts a new, moderntwist on the classics. It gives a refreshing,full-flavoured taste without the calories, saysthe company.
Crystal Light Liquid is available in 1.62 floz multi-serve bottles with 24 servings.
The drink is sweetened with a blend ofnon-nutritive sweeteners and contains nosugar.
To use, the top is flipped open: the prod-uct is then squeezed into water. onesqueeze or more can be used for each 8 floz serving.
Crystal Light is available in a number offormats including on-the-go, single-servepackets and multi-serve pitcher packs.Crystal Light could be an excellent bever-age option for people living with diabetes,because many flavours contain 4g or lesscarbohydrate per serving.
Vitafresh in bulkNEW ZEALAND Hansells Food Group,New Zealand-based but operating interna-tionally, is offering 2kg bulk packs of itsVitafresh powdered beverages.
These make 150 glasses and are wellsuited to events and institutions. The packsfeature convenient carrying handles.
Vitafresh is a well established range, soldmostly in packs of sachets. A wide variety offlavours is available, all with no artificialcolours or sweeteners.
Appy new juicedrinksUK Appy Food and Drinks Co. has intro-duced a new range of Juice drink pouches,which are aimed at children.
The drink is be the first ever UK juicerange to incorporate Nickelodeon charac-ters with three licences appearing on thedrinks packaging: SpongeBob SquarePants(orange & Pineapple), Dora the Explorer(Tropical Vitamin Boost) and Teenage MutantNinja Turtles (Apple & Blackcurrant). Threemore flavours are set to be revealed thisyear.
The drink will be packaged in foil pouchesthat will allow the option of the retailer’sown label, as well as showing fun facts andimages on the back.
The juice drink pouches come with freestickers that can be scanned with a smart-phone and allow access to a range of propsthat can be used on the Appy Drinks App -making the drinks’ packaging interactive.
Low in fat, saturated fat and salt, therange is a healthier option than many other
juices currently on the market. The juicepouches also contain no artificial preserva-tives and are the first in this kind of packag-ing to use natural stevia – a zero caloriesweetener that tastes like sugar, whilst keep-ing the drinks all green on the traffic lightfood and drink system.
Bobby Patel, co-founder of Appy Foodand Drinks, comments: “We are excited tobring this new range of juice drinks to mar-ket. The Nickelodeon characters will appealto kids and ensure we stand out from com-petitors, whilst the green traffic lights andthe leading-edge use of natural sweetenerstevia will reassure parents.”
‘Brain juice’ for kidsUK Del Monte is launching a new range offruit juice drinks aimed at children aged 7 to13, with the slogans: ‘Fruit-fuel, it’s not rocketscience!’ and ‘Helps you think when youdrink’. The leading juice brand’s Fruit Burstrange is packed with vitamins to help com-bat tiredness, so promoting learning and giv-ing stamina to growing brains.
It is available in four tempting flavours toappeal to the target age group: Cool Cherryand Luscious Lime; Sour Apple and Straw-berry; Sweet Apple and Blackcurrant; andSherbet Lemon, orange and Lime. All fourvarieties contain vitamins B5, B6 and B12plus folic acid to fight fatigue, which in turncan improve children’s stamina and helptheir learning.
The vibrant Del Monte Fruit Burst pack-aging and stands out in the children’s drinkscategory because it is emblazoned with‘fiendish’ puzzles designed to make kids reallystop and think. There are fun family brain-teasers, amazing optical illusions and highly
stimulating questions invit-ing children to ‘solve theunsolvable’.
To add to the fun, eachflavour carries differentbrain trainers on the car-ton and examples includethe riddle: ‘What is light asa feather, but even thestrongest man cannot holdit more than a few min-utes?’ Among the challeng-ing questions is: ‘Do blackholes exist?’ with prizes forthe best answers submit-ted by email.
Soft Drinks International – March 2013 31PRODUCTS
UK After a decade on British shelves, theoriginal Fairtrade fruit juice, Fruit Passion, hasseen sales rocket by 381% in the last year.This comes after a relaunch of the brandwhich included the introduction of new packformats such as 250ml and 500ml juice vari-ants which are popular in schools and highereducation.
Fruit Passion is the pioneering Fairtradebrand and first appeared on shelves in 2000.It comes in two popular flavours – tradi-tional fresh orange and Apple. The juice issourced from Fairtrade growers worldwidewho are guaranteed a fair and stable living.
James Logan, Commercial Director forGerber Juice Company, which produces FruitPassion said: “We strive to offer consumersproducts which are different and unique. Thesurge in popularity of our Fairtrade juiceshows that fruit juice is finally catching up
Fairtrade brandsales rocket
with other Fairtrade products like coffee andchocolate.”
He added: “With so many juice brands onour shelves, it can be hard for consumers tospot the difference. The aim of Fruit Passionis to offer high quality products with uniquecredentials, as with our organic range.”
This year, Fair tradeFortnight took placefrom 25th February to10th March. During thefortnight schools, super-markets and govern-ment were involved in arange of activities topromote the social ben-efits of Fair trade pro-duce.
Fruit Passion is avail-able from 3663 Foodser-vice and Suma in orangeand apple pure juice inboth 250ml PET, 500mlPET, 200ml cartons and1 litre of the orange.
FRANCE Les Fées Bio Pur Jus de PommesBio (Pure organic Apple Juice) is a bag-in-box juice that can be kept for up to sixweeks after opening thanks to its hermeti-cally sealed tap. The organic certified productis free from added sugars, contains 100%organically squeezed fruit and has beendesigned to make as little environmentalimpact as possible.
The juice retails in a 3 litre pack which is‘unbreakable’, easy to transport, stable to thelast glass, and easy to use and store. They arealso available in Pur Jus d'orange (Pure
orange Juice); PurJus de Clementine-orange-Raisin (PureClementine-orange-Grape Juice); andPur Jus de Pomme-Poire-Coing (PureApple-Pear-quinceJuice)
Bag-in-box juice
USA Consumers will now be able to enjoyocean Spray’s great-tasting, good-for-youjuices at foodservice locations throughout thecountry. Lyons Magnus and ocean SprayCranberries have signed a licensing agree-ment that will enable consumers to chooseocean Spray beverages at more of theirfavourite restaurants, hotels, schools, conven-ience stores, and healthcare facilities.
The power of this partnership leveragesthe dispensing expertise and wide food serv-ice infrastructure of Lyons Magnus with thestrength of the ocean Spray’s quality juicesand juice drinks and brand recognition withthe consumer.
Through the agreement, ocean Spray,which is claimed to be the best selling brandname in the bottled juice category, will pro-vide Lyons Magnus with cranberry juice con-centrate and use of the ocean Spray brand.Lyons Magnus, in turn, will manufactureocean Spray branded juices, including cran-berry, orange, apple and lemonade, for use inits dispensed beverage machines and marketthem through its foodservice infrastructure.
ocean Spray on tap
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na
blizzard conditions. Flavoured water drinksare one of the fastest growing categories
within soft drinks, butuntil now there hasbeen a clear gap fora tropical variant.”
Volvic Touch ofTropical Fruits is avail-able in 50cl and 1.5litre bottles and willbe supported by in-store promotionsacross the UK as wellas strong promotionalpushes with whole-salers. Volvic has alsoplanned a strategic in-store marketing cam-paign using thousandsof shelf units, barkersand wobblers todraw attention to thedrink.
32 Soft Drinks International – March 2013PRODUCTS
Water & Water Plus
Golden Bird’s nestmineral waterTHAILAND A new flavour of PremiumGolden Bird’s Nest mineral water has beenintroduced to Thailand by the health supple-ment division of Cerebos Pacific. It waslaunched in a promotion offering a gift pack.
The new product features Sakura aroma,adding a gentle taste to the functional bever-age which is based on an age-old Asian tradi-tion of soaking birds’ nests in water.
Brand’s has offered bird’s nest productsand other health lines for nearly 180 years.
organic coconutwaterAUSTRALIA C Coconut Water, an Aus-tralasian brand that has built a strong distri-bution network in Australia and NewZealand, is looking to extend sales intoSouth Africa, Japan and other parts of Asia.
It is presented as 100% organic, certifiedcarbon neutral and not available in a rangeof flavours.
“our consumers are health-conscious andsocially aware, and so are we,” says AdamAbrams, a young Sydney-based entrepreneurwho is one of the brand’s three founders.our product is all about purity. It’s unnaturalto add flavours to such a natural product.And it just makes sense – why wouldn’t youwant to have the most natural product pos-sible?”
It took the company over a year to find aconsistent supply of organic coconuts withthe right taste (some are too salty, some toosweet) and package them in Tetra Pak car-tons, rather than the usual cans.
“We could have had our product to mar-ket in a third of the timeif we hadn’t beenadamant about the qualityof our coconut water andthe packaging,” explainsAbrams. “Tetra Pak packsgive our product anotherreal point of difference, asthey maintain the fresh-ness and taste like a realcoconut.”
Baby waterFRANCE New in France, Evian Baby EauMinérale Naturelle (Natural Mineral WaterBaby Pack) retails in a recyclable easy-to-open pack containing 12 x 33cl recyclablebottles of natural mineral water and one sil-icon Béaba teat kit with a protective cover.The teat and its cover can be hygienicallyscrewed directly onto the bottle, which isfree from bisphenol A (BPA) and suitable forbabies aged from six months.
Touch of FruitUK Brits are set to enjoy a tropical tasteexplosion thanks to Volvic Touch of Fruit’snewest flavour, Tropical Fruits.
The new variety combines Volvic naturalmineral water with a blend of pineapple,mango and passion fruit flavours.
Volvic Touch of Fruit enjoyed a recordyear for sales in 2012, with +20% in valuegrowth in 2012 (according to Nielsen)thanks to a bumper marketing push pro-moting the drink as ‘Volvic, with addedenjoyment’. This year is set to be evenmore successful, with a £4 million market-ing campaign planned including summerposters, TV advertising and experiential PRactivity.
Blandine Stefani, Marketing Director atDanone Waters (UK & Ireland) Ltd, said:“Volvic Touch of Tropical Fruits delivers asummery, holiday taste sensation, even in
Mango & PearadditionsSWEDEN Spendrups has launched a newmango and pear flavoured water producton to the Swedish market. The new LokaMango & Pear drink will primarily target thesummer market. However, the company ishoping to generate strong sales throughoutthe spring and into the summer months.
Similar to other Loka drinks, Loka Mango& Pear contains no sugar, sweeteners orcalories. Distribution is mainly through con-venience stores, restaurants, supermarketsand cafés.
“In terms of taste, the Asian and nativeSwedish fusion of fruits like mango andpear is an ideal addition to the Loka stableof flavoured water products. We have cre-ated a drink that has a distinct sweetness
Dr. Lackana Leelayouthayotin from CerebosPacific with brand ambassadors.
combined with a delightful freshness in thesame bottle,” says Stefan Santos, Spendrup’sMarketing Director for soft drinks.
Soft Drinks International – March 2013 33WATER & WATER PLUS
aQuellé expandssparkling rangeSOUTH AFRICA aquellé water brandhas added Pineapple to its sparkling range,bringing the flavour total to nine.
The brand has gained overall tractionthanks to a summer promotion for the newflavour which has featured TV, radio, outdoor,point of sale, trade print, tastings, activationsand social media, the last including an inter-active game
aquellé Pineapple Sparkling is packaged inthe brand’s new light weight bottles featur-ing 1881-cap technology.
Six degrees of coolhydrationUSA Metromint is a beverage that doesn’tjust taste fresh, it feels fresh. This distinctlydifferent beverage is an all natural andunsweetened combination of pure waterand real mint.
Metromint is said to satisfy thirst, rejuve-nate the body, and ‘revive the soul’. It isnow available in six varieties: original Pep-permint, subtle Spearmint, fresh Cher-rymint, tangy Lemonmint, juicy orangemint,and decadent Chocolatemint.
Peppermint Water has the crisp, cleantaste of peppermint which opens thesenses, and awakens taste buds; whileSpearmint water is a sophisticated tastewith a subtle suggestion of sweetness.
Cherrymint water combines pure water,cherry essence, and real mint for a subtlysweet beverage. Lemonmint water com-bines pure water, real mint, and the essenceof lemon for a tangy, brisk flavour ; whileorangemint water mixes real mint and theessence of orange to purified water.
Chocolatemint water combines purewater, cocoa essence, and real mint toachieve a rich, guilt-free, but decadent treat.
UK Radnor Hills Mineral Water Co inWales has launched a range of premiumsoft drinks based on spring water fromdeep underground at Heartsease Farm.
Heartsease Farm, which is located in
Heartsease waterlaunched
Wales, UK, has been a farm since 1903. “For some time I’ve felt there was an
opportunity in the soft drinks market for areally premium range of sparkling pressés,which are bottled in both glass and plastic.Many outlets can’t stock glass and thisgives them the chance to sell a super-pre-mium pressé range,” says William Watkins,farmer and Managing Director of RadnorHills.
The glass bottled range includes EnglishElderflower Pressé; Traditional Lemonade;St Clements Pressé; and British Blackcur-rant Crush.
The PET range consists of all the glassrange flavours, plus Apple & Elderflower ;and Raspberry Lemonade.
Radnor Hills has been awarded The Gro-
cer own Label Awards (soft drinks cate-gory) for the past two years running.
Also in the flavoured sparkling range fromaquellé are Naartjie, Litchi, Strawberry,Lemon, Honey Melon, Marula, Peach Liteand Youngberry Lite.
Starry venue forBlue MonkeyUSA What USA Today names as one of thisyear’s big food trends, coconut, kicked off2013 with a smash at the oscars. Backstageand in the dressing rooms at this year’sAcademy Awards, Hollywood’s eliteenjoyed Blue Monkey’s 100% pure, not-from-concentrate Coconut Water and newCoconut Chips.
A family-owned company formed inresponse to the demand for quality, not-from-concentrate coconut water and all-nat-ural juice and coconut blends, the BlueMonkey Coconut Collection makes itscoconut water preservative free
Naturally a great source of minerals andelectrolytes, coconut water is also character-istically low in fat and calories; free fromcholesterol; and contains a natural balance ofsodium, potassium, calcium and magnesium,
making it a very healthy beverage. “The philosophy of our company is to
stay as pure as possible to the originalsource, simply including what is found natu-rally in the coconut itself,” said Simon Gins-berg, Blue Monkey founder. “Coconut meatis often called the king of foods due to itswonderful texture and nutritional makeup.Maybe after the oscars, coconut will be theking of Hollywood.”
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34 Soft Drinks International – March 2013PRODUCTS
Carbonates
SchweppesTraditionalsAUSTRALIA The Traditionals range fromSchweppes Australia has the marketingadvantage of not only appealing to an oldermarket who remember traditional-style softdrinks from their childhood but also toyounger generations who like the slightlyoutside-the-square flavours and old-fash-
Really good fizzUSA Rob’s Really Good Beverages haslaunched Rob’s Fizz, a line of zero-caloriesparkling drinks. The new products followthe company’s transition last year to anentirely zero-calorie portfolio of drinks.
The drinks are available in three flavours:Coconut Pineapple; Tart Cherry; and Grape-fruit. They are sweetened with a blend oferythritol, monk fruit extract and organicstevia extract. The drinks retail for US$1.49for a 12 oz bottle.
Founder of the company Rob Ehrlich saidthat the company is working to develop twonew varieties, Chia and Cola Zero, which arelikely to be launched in April this year.
Indonesian sarsaparillaINDONESIA Indo Saparella, a carbonatepresented in a stylish 300ml glass bottle, isextending its distribution throughoutIndonesia.
Both its packaging and the sarsaparillaflavour have helped set it apart from othercarbonates in a market where soft drinksales are enormous but competition equallyheavy, especially among the market leaders.
Indonesia’s large population is predomi-nantly Muslim, ensuring high consumerinterest in most categories of soft drinks.
Minta goes to San FranciscoUSA Minta Beverages, maker of the ‘magi-cally refreshing’ mint-flavoured soda, hasannounced that the Geyser Beverage Com-pany will serve as distributor of Minta orig-inal and Minta Diet in the San Francisco BayArea.
“We are excited to introduce our natu-rally flavoured mint soda in San Franciscoand to name Geyser Beverages Company asour distributor,” comments Jenia Kokotuha,founder and CEo of Minta Beverages.
Minta will be available in original (naturalsugar) and Diet (sugar-free). Minta Dietsodas are formulated with stevia, a naturalsweetener made from the leaves of a SouthAmerican plant. The natural sweetener engi-neers the sweet, clean taste of the mintsoda.
Minta is a carbonated, mint-flavoured sodathat was launched in 2011. It is available in12 oz cans, 12 oz custom PET bottles and355ml custom glass bottles. Minta productsare sold through speciality gourmet and nat-ural food stores, mainstream supermarketchains, retail stores and restaurants nation-wide, and in Canada.
natural carbonatesAUSTRALIA An Australian brand of‘pure, clean, natural carbonated refresh-ments’, as its founder describes them, ismoving up from niche status to nationalattention as a major advertising campaigntakes shape.
Capi was created by hospitality industryveteran and coffee roaster (Map Coffee)Pitzy Folk, with the aim of using only ‘man-ufacturing and blending practices that arefree of preservatives, synthetic ingredients,GMo, artificial sweeteners or any otherchemical ingredients used in producing car-bonated beverages’.
Folk was determined to make CSDs thatwere not only good drinks in their ownright but also enhanced and complementedspirits when used as mixers.
The Capi portfolio has two CSD cate-gories. In the premium mixers range aretonic, dry ginger ale, ginger beer, sodawater and lemonade, while a fruit sodarange includes blood orange, lemon, grape-fruit and cranberry.
Capi also offers still and sparkling mineralwaters.
ioned presentation.Typical of this dual
appeal is the limited edi-tion Schweppes TraditionalPink Lemonade, combiningstrawberry and limeflavours, currently availablein Australia.
other offerings in theTraditionals range includeRaspberry, Lime, andBrown Cream Soda.
Soft Drinks International – March 2013 35CARBONATES
Musical brand support for AppletiserUK Singer/songwriter Eliza Doolittle hasmarked the beginning of her long awaitedreturn in a stunning photo shoot with pho-tographer Rankin, to celebrate her newpartnership with Appletiser. In a strikingphoto shoot to launch the partnership withthe soft drink brand, the successful singer iscaptured in three remarkable style settingsencapsulating Eliza and Appletiser’s ethos ofnatural empowerment and inspiration.
The Appletiser partnership will see Elizaadding her unique form of creativity, inspira-tion and sparkle to the refreshing soft drinkbrand in projects throughout 2013, usingartistic passion. The ‘Pack Up’ singer, whosedebut album surpassed Platinum sales, is setto return this year with a new album andsound, heralding a new era for the youngsinger/songwriter. Fans of Eliza’s will get thechance to see and hear this new sound atan exclusive Appletiser gig on 20th Junethis year at a secret London location. Fanswill be able to enter to win tickets via anAppletiser on-pack promotion and online.
Eliza comments on the par tnership:
“Appletiser is aimed at natural, confidentwomen who want to express themselvesthrough a healthy and active lifestyle. This isdefinitely how I aim to live! Appletiser is100% fruit juice so it fits. Working collabo-
Singer/songwriter Eliza Doolittle has partnered with Appletiser.
Just add ZeroAUSTRALIA Coca-Cola South Pacificand bottler Coca-Cola Amatil have under-taken a major marketing exercise in Aus-tralia to reposition Coke Zero. The initiativealso includes a limited edition release ofCoke Zero Cherry, which has been wellreceived.
‘Just add Zero’ seeks to counter somemarketing perceptions that zero meansnothing, a weakness identified in marketresearch.
Using a brand film for both TV and cin-ema exposure, as well as promotions atuniversity orientation weeks (held Febru-ary/March in Australia), ‘Just add Zero’ seeksto present Coke Zero as edgier and sexier,over and above its established zero sugarimage, according to Lucie Austin, MarketingDirector for Coca-Cola South Pacific.
It is not merely refreshing the brand, shestresses.
The campaign also features an onlinecompetition with prizes of Las Vegas tripsfor 10 people, billboards, bus ads and streetfurniture advertising.
Sprite with steviaUK Sprite has been reformulated with ste-via, resulting in a refreshing drink with 30%less sugar and calories. This natural sweet-ener reduces the sugar and calorie contentof the UK’s favourite lemon and lime drinkby 30% (compared to most sugared drinksin the UK), without affecting the taste.
Stevia, a sweetener from natural origins,is sweeter than sugar but without the calo-ries. It is an extract from the leaf of thestevia plant which is native to Paraguay. Ste-via has been used for centuries as a sourceof intense, natural sweetness.
Stevia extract particularly complementslemon and fruity flavours, making it the per-
fect sweetener toenhance the well knowntaste of Sprite. The newformulation will have fulldistribution across UKstores from April 2013with a RRP £1.98 for a 2litre bottle.
The innovation is partof Coca-Cola GreatBritain’s commitment toproviding a wide range ofproducts, pack sizes andnutrition information toempower people to makechoices that meet theirindividual needs forrefreshment, enjoymentand hydration.
ratively with Appletiser and adding my ownworld to the creative has been a lot of fun.It's another avenue to express and experi-ment with my creativity and flare which issomething I thrive on.”
To discuss advertising opportunities inSoft Drinks International
email: [email protected] call +44 (0)1202 842222
36 Soft Drinks International – March 2013CARBONATES
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Coke battles obesityUK Coca-Cola Great Britain hasannounced that it is taking further action tobe part of the solution to the global prob-lem of obesity.
The new actions are focused on the fol-lowing three areas: giving people simple andclear information about the calorie contentof its drinks; encouraging people to getactive and take part in regular physicalexercise; and continuing to offer peoplemore choice in what they drink and raisingawareness of low and no calorie alterna-tives
The first step involves the launch of aseries of new adverts in the UK. A twominute video, Coming Together, was airedon ITV and Channel 4 recently. This videoreminds viewers that all calories count inmanaging weight, including those in Coca-Cola’s products and brands.
It was followed by a second spot, Be oK,which was shown later in the evening. BeoK gives clear information on the numberof calories in a can of Coca-Cola and howmuch physical activity we need to do toburn those calories up. The advert alsohighlights a no-calorie alternative, Coca-Cola Zero, for those who want the greatCoca-Cola taste without the calories.
The videos form part of a global adver-
tising campaign launched by The Coca-ColaCompany earlier this year, aimed at explain-ing the importance of ‘energy balance’ tomanage weight. In the UK, the TV advertise-ments will be supported by advertising inprint media, and further TV advertisementswill follow in the UK this year.
The company also announced it was tak-ing further action to implement the com-mitments made 11 months ago as part ofthe Department of Health’s ResponsibilityDeal Calorie Reduction Pledge, to which
Coca-Cola was an early signatory.The company has also renewed a three-
year par tnership, with UK charityStreetGames, to 2015, which continues thecompany’s commitment to deliver a lastinglegacy of grassroots sports participation fol-lowing the London 2012 olympic Games.Since 2010, Coca-Cola Great Britain’s part-nership with StreetGames has helped morethan 110,000 young people from some ofthe most disadvantaged areas in the coun-try to access sports on their doorstep.
Smart cansGERMANY Haindl’s Bitter Lemon, GingerAle and Tonic Water are now available inpractical 33cl (11 oz.) aluminum cans fromBall Packaging Europe. Distributor RhodiusMineralquellen und Getränke GmbH & Co.KG has thus added a modern alternative tothe range of containers associated with thisfamous carbonated bitters brand.
All Haindl’s cans are adorned with a qR(quick Response) code which customerscan scan using their smartphone camera inorder to retrieve Haindl’s web page. Thisprovides extensive product information,including tempting cocktail suggestions forthe company’s Ginger Ale, Tonic Water andBitter Lemon – refreshing carbonated bit-ters traditionally used as mixers in longdrinks such as vodka and lemon or gin andtonic.
Modern beverage cans offer attractiveadded value for the consumer – and inadopting this packaging option, manufac-turer Rhodius is deliberately addressing ayoung, active, urban audience. It is a demo-graphic that shows a particular preferencefor these light yet resilient containers – notjust for enjoyment on-the-go but also fortheir sustainability credentials. Cans are infi-nitely recyclable without any loss of mate-rial quality; and both aluminum and steelretain their integrity even after multiple
remelts, enabling them to be re-used with-out degradation. In Germany, 96% of allbeverage cans are recycled, with obviouspositive effects on the energy balance:Recovering beverage cans of aluminum orsteel as a starting material saves up to 95%of the energy required for producing thenew metals, with Co 2 emission levels alsobeing reduced by up to 91%.
Founded in 1865, Haindl’s is renownedfor successfully launching carbonated bittersonto the German market. originally, thesedrinks came from Britain, with various mod-ifications being introduced as time passed.The most popular products in the category– Bitter Lemon, Ginger Ale and, with its dis-tinct quinine taste, Tonic Water – quicklyestablished a fan base in Germany. The mar-ket segment has undergone steady growthin recent years. The market research com-pany Nielsen reports, for example, that2011 saw an increase in sales volume ofover 14% compared to the previous year.
Thai phonecardpromotionTHAILAND A promotional initiative ban-nered as Fanta Playtime – although it alsocovers Sprite – running in Thailand encour-ages use of 1-2-Call!, a leading Thai prepaidcellular phone service.
Aimed at younger consumers, it gives 1-2-Call! users 1 Bht discount on the cost oftopping up their cards for each Fanta orSprite bottle closure.
A Fanta Play Gang was created to high-light the savings opportunity online and atpoint of sale.
Bottle tops can be ‘cashed in’ at anyTelewiz store nationwide throughout Thai-land.
Fanta Play Gang.
Soft Drinks International – March 2013 37PRODUCTS
Sports & EnergyMonster ‘not thecause of death’USA Monster Beverage Corporation thismonth revealed the findings of a group ofphysicians and a coroner that the companyasked to examine the medical records ofAnais Fournier, whose family filed a lawsuitblaming her death on the consumption ofMonster Energy Drinks.
After the lawsuit was filed, even thoughMonster had every confidence in the safetyof its products, the company retained agroup of physicians, including a coroner, toindependently ascertain whether there wasany basis for the allegations in the suit. Thecompany retained a cardiac pathologist, acardiac electrophysiologist, an emergencyroom physician, a chief forensic pathologist/coroner, as well as other medical expertsincluding a toxicologist and a pharmacologist.
“After an examination of Ms Fournier'smedical records, pathology report andautopsy report, the physicians stated conclu-
sively that there is no medical, scientific orfactual evidence to support the MarylandMedical Examiner's Report of 'caffeine toxic-ity’ or that Ms. Fournier’s consumption oftwo Monster Energy Drinks 24 hours apartcontributed to, let alone was the cause ofher untimely death,” said Daniel Callahan, ofCallahan & Blaine, one of Monster's lawyers.
“When the Maryland Medical Examinerwas asked why her report contained theterm 'caffeine toxicity’, she responded that itwas because she had been told by MsFournier's mother that Ms Fournier hadconsumed an energy drink containing caf-feine,” said Callahan. “This was even though
her report states thatblood tests for caffeinelevels were not done.
“In fact, the physicians,including a coroner, weasked to examine Ms.Fournier's medical recordsand autopsy report foundno medical, scientific orfactual evidence to sup-port a finding of caffeine
toxicity,” Callahan said. “They said no caffeineblood level test was performed to deter-mine if any caffeine had been ingested. Thereis no medical or scientific evidence that MsFournier had any caffeine in her system atthe time of cardiac arrest.”
Finally, the physicians and a coroner exam-ining Ms Fournier's medical records said theyfound absolutely no connection between MsFournier's alleged consumption of a MonsterEnergy drink and her unfortunate passing.
“Monster is very sorry for the family'sloss, but the facts do not support placing theblame of Ms Fournier's untimely passing onMonster beverages,” said Callahan.
Approximately 50 billion energy drinkshave been sold and safely consumed world-wide for approximately 25 years. Thisincludes more than 8 billion cans of MonsterEnergy that have been sold and safely con-sumed over the past 11 years. More than 5million Monster energy drinks are sold andsafely consumed every single day in 90countries.
“Millions of Monster Energy Drinks aresafely consumed every day and there is notone direct link to a single death that weknow of that has been proven,” said Calla-han. “We are confident that Monster EnergyDrinks are safe when consumed responsiblyand in accordance with recommendationson our labels.”
new BullsUSA Red Bull Energy Drink is rolling outthree new flavours, which will be availablenationwide. In new red, silver and blue cans.The Editions from Red Bull provide theenergy and functional benefits of the original,but with the taste of cranberry, lime andblueberry, respectively.
For the first time in Red Bull’s 15 year his-tory in the USA, the company is introducingan alternative to its well known flavour. TheRed Bull Editions were created by consumerdemand and offer something for everypalate.
The Red Bull Editions reportedly ‘flew offthe shelves’ during a six week retail test lastNovember and December, and confirmedthe company’s projections that with perfectin-store execution, the new additions to therange have the power to grow the entireenergy drink category by more than 5%. All
three flavours quickly rose to be top sellingbeverages during that period, even ranking inthe top 25 of energy drinks (according toRetailer Internal Scan Data in December);and 70% of repeat purchasers mentionedtaste as a key driver for them (according toa survey by Mintel).
Energy drinks are seen as the fastestgrowing segment within the beverage cate-gory – projected to grow 86% over thenext five years to a US$11.9 billion categoryin the USA. Red Bull continues to lead thisdynamic category and is the primaryinvestor in its growth. Red Bull is available inmore than 160 countries around the worldand contains 80mg of caffeine, equivalent toa brewed cup of coffee.
The Red Bull Editions are sold as single8.4 oz cans and 8.4 oz four-packs, priced inline with Red Bull Energy Drink, Red BullSugarfree and Red Bull Total Zero. They areavailable in convenience, grocery, drug andclub store channels nationwide.
Innovation awardto PowerPlaySOUTH AFRICA Coca-Cola South Africa’sPowerPlay Fruit Kick energy drink was votedbest innovative product in beverages in thisyear’s Product of the Year award programme.
Product of the Year has a high profile inSouth Africa, generating considerable mediacoverage and public comment.
“The experts from diverse fields as well asover 5,000 households can’t be wrong,” saysSenior Brand Manager Kgomotso Tabane.“We signed up for the voluntary testsbecause we sincerely believe our product isnot only innovative but relevant as it isenjoyed by a significant amount of SouthAfrican consumers.”
PowerPlay is one of the energy beveragemarket leaders in South Africa, with thebrand given further impetus by the new DayKick variant. Also available is PowerPlay origi-nal.
Using the catchphrase of ‘playing outsidethe ordinary’, the brand marketing team usessocial media – including a blog on thewww.playheroes.co.za website – to goodeffect, offering promotional news, a dynamicgig guide and other features of appeal to thecore target market.
38 Soft Drinks International – March 2013SPORTS & ENERGY
Battery in cansFINLAND Rexam Beverage Can will pro-duce cans for Finland’s original energy drinkbrand Battery at its new Finland plant inMäntsälä.
The 33cl cans, which are designed to usethe cans’ natural shape to resemble a bat-tery and the ‘liquid energy’ inside, are cur-rently manufactured at Rexam’s Denmarkplant. Following the inauguration of the newplant in January, can production is now beingmoved to Finland, making the manufacturingprocess more efficient.
Antti Airaksinen, Battery Brand Managerat Sinebrychoff, commented: “We weredelighted when Rexam announced theywere opening a new plant in Mäntsälä. Theplant is only 30 minutes from our brewerywhich is really convenient and it was a sim-ple choice to move our can supply to thenew plant. We have been working withRexam since the 1980s and our great rela-tionship has helped make the move easyand efficient. ”
Tomas Westergren, Regional Sales Direc-tor at Rexam Beverage Can, added: “Batteryis a really strong international energy drinkbrand and it is great that we can offer a
more efficient solution to them, which issomething we strive to do for all our cus-tomers. our main focus has been to transferthe can production to our Mäntsälä plantwith as little disruption as possible.”
Battery is aimed at consumers looking fora temporary boost in energy combined witha great flavour. In Finland it is sold in restau-rants, petrol stations, shops, kiosks and nightclubs everywhere; and in 40 countries acrossthe globe.
Powerade ZerofocusNEW ZEALAND Coca-Cola SouthPacific is putting a lot of emphasis in Aus-tralia and New Zealand on marketing itselectrolyte-enhanced, zero-sugar sport drinkPowerade Zero.
This includes a ‘Zero Sugar, ZeroExcuses’ campaign in Australia built aroundthe concept of not avoiding get-fit activities.
As well as advertising at point of sale,bus shelters, bus mega-wraps and gyms, thecampaign includes mobile phone ‘excuse’pop-ups which don’t take no for an answer.
Rebel with energyCZECH REPUBLIC While the energydrink category has undergone scrutiny dueto unusually high levels of caffeine and artifi-cial ingredients, the category has rarely beenattacked for promotion or package design.Conversely, much of energy drink growth isfuelled by innovation in packaging and designwhich sparks consumers' interests and gen-erates buzz.
Fakeer's newly designed energy drink inthe Czech Republic comes in a provocativeyet engaging package that caters to theyoung demographic (18-24s) and communi-cates individuality and rebelliousness. Asidefrom the confrontational design, the brand'smessage becomes evident from the languageused on the brand's website: ‘Fakeer iscourage. Fakeer is expressing your ownopinion. Fakeer is going your own way’.Unlike many mainstream energy drinks thatfocus on functionality and ingredients, itappears that Fakeer has mastered the art ofcommunication and brand identity.
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Soft Drinks International – March 2013 39PRODUCTS
Sourced by Mintel,email: [email protected]
Functionals
Forever youngSWITZERLAND Naïs q10 Anti-AgeingDrink is a fruit juice mix made from concen-
trates containing pomegranateand q10. Pomegranates con-tain beta-carotene, vitamin B1,vitamin B2, iron, vitamin C,phosphorus, magnesium, potas-sium and calcium as well ashigh antioxidant properties.
q10 plays an importantrole in physical energy pro-duction. This product is freefrom chemical preservatives,colourants and added sugar,retailing in a 250ml recyclablepack.
Super smoothiesUSA Sambazon, the pioneer of organicAmazon Superfoods, has added two varietiesto its fresh smoothie line-up: Energy MochaJava and Blended Breakfast.
Energy Mocha Java Superfood Smoothie isan invigorating mixture of non-GMo choco-late soy milk and organic fair trade coffeethat delivers decadent flavour and powerfulnutrition. It blends yerba mate and fair tradecoffee with antioxidants from açaí berries.With 80mg of organic caffeine per bottle,this smoothie’s thick and creamy recipe issaid to deliver ‘a deliciously energising flavourunlike any other functional coffee drink’. TheSRP is US$2.99 per 10.5 oz bottle.
Blended Breakfast Superfood Smoothie isa combination of fresh whole fruit, chia,ancient grains and non-GMo soy milk in asatisfying and nutritious full meal smoothie,for consumers to enjoy at the beginning of
Aloe BurstUK Aloe Burst is a natural soft drink madewith organically grown aloe vera that hasbeen puréed and blended with pure Arte-sian spring water. Made from just a handfulof ingredients, with a natural flavour devel-oped from scratch, Aloe Burst is claimed tobe ‘totally unique in the UK and world softdrink market’.
Aloe Burst founder Chris Martin began byimporting a pre-bottled aloe drink fromThailand. After six months of sales and tastetesting involving over 12,000 people hedecided to create his own drink.
“It was clear that UK consumers didn’t
EnergizingsmoothieCANADA The smoothie scene is blendingsome new vegan-friendly ingredients. InCanada, tasty smoothies usually include dairyproducts like milk, yoghurt and even icecream. Vega Energizing Smoothies, on theother hand, are all natural, plant-based andfree from dairy, gluten, soy and added sugar.Each serving includes 10g plant-based pro-tein, 5g fibre, 1g omega-3 and two servingsof vegetables. The ingredients that providethose benefits include pea protein andSaviSeed (sacha inchi seeds, featured in aprevious Innovations Club product, SequelSaviSeed Caramelised Sacha Inchi Seeds).
Formulated by vegan professional triath-lete Brendan Brazier, Vega Energizing
the day. It is a complete, satisfying meal in abottle, which combines fresh strawberriesand bananas with chia, quinoa, amaranth andsoy milk for a smoothie packed with fibre,protein and healthy omegas. SRP is US$2.99per 10.5 oz. bottle.
“These whole food smoothies satisfy peo-ples’ growing needs for healthy energy andfull meals on-the-go. Plus they support envi-ronmental and social well-being through theinclusion of organic fair trade ingredients,”said Ryan Black, CEo and co-founder ofSambazon. “I couldn't be more thrilled forthem to join our family, and further our mis-sion as a triple bottom line company.”
These tasty smoothies join Sambazon’sgrowing line of functional superfood bever-ages, including the recently launched ProteinChocolate + Almond + Coconut Milk andSupergreens with Kale + Ginger. The Ama-zon Superfoods range satisfies a variety ofkey health benefits, including energy, plant-based protein, greens and antioxidants. Likeall other Sambazon products, Energy MochaJava and Blended Breakfast are USDAorganic, Non-GMo Project Verified, vegan,gluten-free and Ecocert Fair Trade.
Smoothies provide ahealthy nutrient boostfor active consumers.Few similar productsare currently on themarket. While veganbeverage mixes exist,they often includesoy, and are regularbeverages (for exam-ple, Now Healthy
Foods Berry Energy Tea Sugar-Free DrinkSticks) rather than smoothies. Vega Energiz-ing Smoothies offer an interesting format:the package states, ‘just add water, shake andgo!’ The powder format adds a layer of con-venience especially for consumers on-the-go.Vega Energizing Smoothies retail in a 281gresealable pack and are available in severalflavours, including: Tropical Tango; VanillaAlmondilla; and Choc-o-Lot.
like the ‘bits’ of aloe that are suspended inimported drinks: in fact two out of threepeople wouldn’t buy them for that reasonalone. There were also issues with the fact itwasn’t made in the UK, and the traceabilityand quality of some of the ingredients.”
Martin spent six months searching theglobe, sourcing the highest quality aloe froma single, organically certified farm. It isimported then puréed using custom madeequipment to create a smooth drinkingexperience.
“Creating Aloe Burst from scratch meanswe have complete control over the sourcingand quality of all our ingredients and theentire bottling process. our re-branding hasreally launched Aloe Burst into a whole newclass and the sales increase we’ve seen inthe past six months reflect that,” he says.
Deals for export to the USA, Australiaand Europe are pending and there is nowserious interest from the on-trade marketfor use as a mixer.
40 Soft Drinks International – March 2013FUNCTIONALS
GoodBelly probioticsUSA A line of probiotic juice beveragesthat support daily digestive health wasrecently launched by NextFoods at the Nat-ural Products Expo West exhibition: Good-Belly Carrot Ginger, and Gluten-FreeFamily-Sized quarts.
The new Gluten-Free Family-Sizedquarts include the brand’s first-ever veg-etable juice variety, GoodBelly Carrot Ginger,as well as GoodBelly Tropical orange, PinkGrapefruit and Fermented ProbioticCoconut Water.
“our new Carrot Ginger and Gluten-FreeFamily-Sized quarts are truly groundbreak-ing varieties in the probiotic beveragespace,” said GoodBelly CEo, Alan Murray.
“GoodBelly Carrot Ginger is like nothingwe've ever created, combining the nutritiousand tummy soothing powers of these twoingredients. Plus, we’ve long had the desire
nueroDrinks exits uKUK Towards the end of last year, functionalbeverage company NeuroDrinks decided totemporarily withdraw from the UK market,planning to re-launch once it is permitted tosell the full range of seven functional drinkscurrently available in the USA.
Current UK regulations only permit five ofthe range to be sold in this country andNeuroDrinks is going to freeze its operationwhile it seeks regulatory approval to distrib-ute its entire system of functional drinks.
The seven SKU range is scientifically andclinically supported. However, current UKand EU regulations prohibit usage of certainingredients which NeuroDrinks’ extensiveresearch has determined are both safe andeffective. The growth of the business in theUK has been strong even with only fiveSKUs available, and the potential for thewhole range is much greater.
NeuroDrinks launched in the USA in2009 with a range of seven drinks, and fiveof the range – NeuroBliss, NeuroSonic,NeuroSport, NeuroSun and NeuroTrimwere launched into the UK a year later.
Steve Norris, Managing Director Neuro-Drinks comments: “We have been delightedwith our performance in the UK to date,selling more than 5 million bottles. Neuro-Drinks has worked closely with key retailerssuch as Tesco, Sainsbury’s, Asda, Waitrose,WH Smith, Boots and Selfridges to create aFunctional Drinks category. These retailershave been incredibly supportive and that isone reason why we wanted to do this now,so that we could get back into the UK mar-ket as soon as possible with the entire plat-form of functional drinks.”
NeuroDrinks will continue in the USAwhere it is currently enjoying tremendoussuccess and has recently again beenawarded Best Functional Beverage Brand.Details of future UK operations will bereleased later this year.
Body Fat KillerSLOVAKIA Drinks maker SpaceLab haschosen Rexam Beverage Can’s 250ml Slimcans for its Body Fat Killer health product,which has been designed to naturally regu-late body weight.
Body Fat Killer was originally launched tothe Slovakian market in 2004 in 500ml PETbottles, but the superior features of the canhave seen the product permanently move toRexam’s cans.
D.I. Ivan Ducko, owner of SpaceLab,explained the move: “As our product ismade entirely of natural ingredients wewanted a packaging format which wouldensure the drink would stay fresher forlonger, especially as no preservatives are
Slimsticks has EFSAslimming claimUK Slimsticks, a new weight managementaid that contains Konjac, an ingredient withthe European Food Safety Authority (EFSA)claim, 'proven to help you eat less andreduce weight', is being launched in 200Boots stores and online.
This new and approved slimming productis set to revolutionise dieting by taking thewillpower out of weightloss and put an endto yo-yo dieting.
Slimsticks contains Slimjac, a blend ofKonjac, palm oil and oat oil in powderform, which should be mixed with 50-100ml of tepid water to drink beforemeals. one or two extra glasses of watershould then be drunk.
Within minutes of taking Slimsticks, theKonjac expands in the stomach leading to a
to offer a gluten-free linefor the rising number ofconsumers with glutensensitivity or intolerance,since the symptoms ofgluten intolerancedirectly affect digestion.We're very excited forour first veggie beverageand proud to be able tooffer select GoodBellybeverages that are nowgluten-free."
The company's selec-tion of beverages aredairy-free, soy-free,vegan, kosher, and infusedwith its probiotic strain,
Lactobacillus plantarum 299v (LP299V), whichsupports daily digestive health, according tosome studies. Unlike many other live andactive cultures, LP299V survives passagebeyond the stomach’s acidic environment inorder to benefit the rest of the digestive sys-tem where it truly counts.
feeling of instant fullness. Then three to fourhours later the fine droplets of palm oiland oat oil get to work, suppressing hunger
added. The beverage canwas the perfect solution asit extends the shelf lifeand ensures our cus-tomers enjoy our productin the best condition pos-sible.”
The cans are producedat Rexam’s Gelsenkirchenplant in Germany wherethe product is initiallybeing distributed, withfuture plans for expansioninto other markets. Rexam
worked closely with the company todevelop the can design and to ensure thestriking pink colour was completed to thebest possible standard to make the maxi-mum impact at point of sale.
signals, and helping users to stop thinkingabout food and snacking.
The European Food Safety Authority saysthat Konjac, the main ingredient in Slimjac,has been demonstrated to help people eatless, and help with weight loss and weightmanagement as part of a healthy eatingplan.
Franco Beer, Managing Director of manu-facturer Inovate Health, says: “People can atlast relax when it comes to losing weightknowing that with Slimsticks they can stillenjoy the foods they like to eat and yetlose weight. By giving both an instant andthen longer term feeling of fullness, Slim-sticks is a very effective way of sheddingpounds minus the usual struggle.”
Available in three flavours, Strawberry,Vanilla and Double Malt, Slimsticks has noadverse side effects.
Soft Drinks International – March 2013 41PRODUCTS
To discuss advertising opportunities...email: [email protected]
or call +44 (0)1202 842222
RTD Teas & CoffeesArizona extends its reachPHILIPPINES The American gourmet Ari-zona Ice Tea brand is now available in thePhilippines as the producer expands its dis-tribution internationally.
Bugle Boy Distributors Corporation, whichis importing and marketing the range in thePhilippines, has chosen a large number ofitems from the Arizona portfolio and intendsto add more as sales build up.
In addition to selected supermarkets, Ari-zona Ice Tea is also now being offered inmany restaurants and cafés, especially inManila but increasingly elsewhere in thecountry. Premium packaging helps make Ari-zona Ice Tea popular as an on-premise offer-ing, with reasonable mark-ups available toretailers.
It has scored a lot of coverage on lifestyleblogs and in mainstream media.
Kirin Espresso TeaJAPAN Kirin has renewed its Espresso Teawith a new can that features colourfulgraphics of tea being made espresso-style.
Text refers to the high temperature andhigh pressure of espresso tea making, aswell as the concentrated extract blendsused in the mix.
Kirin Espresso Tea comes within KirinBeverages’ afternoontea collection and thusfeatures the now-famil-iar por trait of theDuchess of Bedford.She is credited – inEnglish – on the frontof the can with havinginvented ‘the Englishcustom of taking after-noon tea’.
Tea for mind, body and soulUSA Steaz tea drinks were created withone purpose – to provide people with the‘best tasting organic and fair trade bever-ages on the planet’. According to the com-pany, the mission is accomplished.
Available in cans, the range includesorganic Iced Green Tea; Zero Calorie IcedGreen Tea; Zero Calorie Sparkling GreenTea; Energy; and organic e-Shot in a varietyof fruit flavours.
The company only uses sustainablysourced ingredients like guarana berries,green tea, and rainforest grown yerba mate- some of nature’s most balanced stimu-lants. To create Steaz Energy, green tea wasfortified with acai and a boost of B vitaminsfor that ‘extra special kick’. The result is alight, refreshing energy drink that provides
Tea that’s good forthe brainUSA Runa Tea, the Brooklyn-based bever-age company that makes tea using thenative Amazonian tree leaf, guayusa, haslaunched two flavours of unsweetened bot-tled tea: Guava and Lime. While all thecompany’s teas have low natural sugar, thisis the first completely unsweetened tea thatthe four-year-old company has produced.
Guayusa tea balances as much caffeine asone cup of coffee with twice the antioxi-dants of green tea. Guayusa is revered inthe Amazon for a wide variety of healthbenefits including immune support, digestiveaid and appetite suppressant. A ‘super leaf ’,guayusa is traditionally used for focus, metalacuity, memory and overall brain function.
The company’s other ready-to-drink bot-tled teas contain just 50 calories per bottle.These bottled teas won first place in thecategory of RTD Herbal Tea during the2012 North American Tea Championship’sannual Iced Tea Class evaluation.
There are no tannins in the guayusa leaf,so it lacks the astringent or bitter taste
sometimes associated with green or blackteas. Traditionally in Ecuador, indigenousfamilies gather before dawn to drinkguayusa and share dreams, myths, and leg-ends. Guayusa is also consumed beforenight time hunting trips to make thehunters more acutely aware and focused.Guayusa tea is exclusively produced byindigenous farming families, and is grown indiverse forest gardens called ‘chacras’. Pro-ducing guayusa thus creates an economicincentive to protect the rainforest.
an all natural ‘buzz’. The zero-calorie varieties are sweetened
with stevia, a natural sweetener.Energy Shot offers a healthier way to get
an energy boost. It is Fair Trade Certified,USDA organic, and vegan.
“We’ll continue to build on our promiseby introducing new products that deliveron our triple-bottom line business philoso-phy of people, planet, and profits,” says thecompany.
Dairy
42 Soft Drinks International – March 2013RTD TEAS / DAIRY
Product of the yearGREECE Nestea made with sweetenerfrom the stevia plant has been voted Prod-uct of the Year 2013 in Greece. In a surveyof 3,000 Greek consumers, Nestea waschosen as the most innovative product inthe ready-to-drink tea category. It was thefirst iced tea in the country to include steviaplant sweeteners. The survey was con-ducted by top research company TNS ICAP.
The Product of the Year award isGreece’s biggest and most important fieldsurvey in terms of participation, with 3,000consumers voting every year for the mostinnovative products. For a whole year,Nestea communication will be hosting theProduct of the Year special logo, giving con-sumers the opportunity to immediatelyrecognise innovation, and to help themchoose.
Nestea with 30% less sugar and calorieswas launched in the Greek market in spring2012, in four refreshing fruit flavours.Greece was the first country to introducestevia across the entire Nestea range.
As part of the launch plan, a locallydeveloped sampling programme touchedover half a million Greeks. In an on-the-spotconsumer poll, Greeks were asked to givetheir opinion about the new taste ofNestea in a 1-5 rating scale. A huge number(134,796) of Greek consumers participatedin the poll and voted for the Nestea Tastewith 91% of them saying that the Nesteataste is ‘great’.
USA Hershey’s Milk & Milkshakes, a line ofsingle-serve milk and milkshakes, has intro-duced Hershey’s Special Dark Milkshake toits premium line of single serve refrigeratedproducts. Along with the existing flavours,the Special Dark Dark Chocolate flavour will
Anti-ageing milk?UK Lycotec, a Cambridge-based companyhas published results of the first successfuldouble blind placebo controlled trial on apatented milk serum/protein product whichcan reduce liver inflammation, and as resultof this, reverse metabolic, vascular and tis-sue parameters, growth of which is associ-ated with age.
With advances in science and medicinewe are reaching ages which perhaps arenot fully covered by programmes coded inour bodies, and are developing conditionswhich the majority of the human specieshad never developed in many thousands ofyears of their evolution.
To strengthen the body’s defences inadvanced age it would seem logical tomobilise those natural sources whichhelped us in infancy and childhood. How-ever, consumption of 1 to 2 litres of milk aday when older is not only impractical, butis not sustainable for the planet.
To help to solve this problem a team atLycotec, led by Dr Ivan Petyaev, has devel-oped and patented a new Lycosome tech-nology which protects proteins, responsiblefor anti-inflammatory proper ties of themilk, to bypass acidity and digestion of thestomach.
In the published papers the authorsreported that this technology can increase100 fold efficacy in delivery of these milkproteins. This resulted in a reduction ofmarkers of liver inflammation, elevatedblood lipids, blood pressure and animprovement in oxygenation of musclesand skin.
Milk shake goesdark
be available in 12 oz single-serve, plastic bot-tles at retailers nationwide.
The Milk and Milkshakes are all made withreal sugar and no high fructose corn syrupin a variety of flavours, including LowfatChocolate Milk; Creamy Chocolate Milk-shake, Cookies n' Creme Milkshake, Straw-berry Milkshake and, new for 2013, SpecialDark Dark Chocolate Milkshake.
HP Hood, one of the nation's leadingdairy processors, partnered with The Her-shey Company to launch the line of Her-shey-branded products in 2010. Theproducts have been extremely well receivedin the marketplace and represent the qualityand taste consumers expect from the Her-shey's and HP Hood brands.
"We have been pleased with the successof Hershey’s Milk & Milkshakes to date andare excited to expand our product offer-ings," said Lynne Bohan, spokesperson forHP Hood LLC. "Special Dark was a naturalprogression of the line.”
Photos: Courtesy The Hershey Company.
Extra flavour forEuropean StyleJAPAN Kirin Beverage Co’s European Stylebottled ice teas have found a growing nichein the highly competitive Japanese iced teamarket.
It has built on this with a Sakura & Peachvariant which is presented as incorporatingthe freshness of spring. Advertising for the
product says (in Japanese)that ‘the subtle scent ofcherry blossoms opens thesoft breeze of the freshpeach flavour’.
Kirin European StyleSakura & Peach joins Rose& Bergamot and Berry &orange.
The range is intended forboth at-home and on-the-move drinking and is avail-able from a number ofKirin’s ubiquitous vendingmachines.
in evening prime time. Itis steadily building uptowards the finale inlate April. A competitionoffering weekly cashprizes has ensured astrong connectionbetween show andproduct. This is builtaround a unique codeprinted under each ofthe new-look labels.
Soft Drinks International – March 2013 43DAIRY
Tropika in nigeriaAFRICA Clover’s dairy-juice brand,Tropika, is finding new markets aroundAfrica as the company boosts its exportoperations.
Initial sales in Nigeria, where it is con-tract-packed, have been strong and areexpected to grow steadily.
Johan Voigt, General Manager of CloverWest Africa, says that orange, pineapple,mango peach, coco pine and apple flavoursare currently available, in 1 litre, 500ml,250ml and 125ml packaging.
Tropika has a nine month shelf life whenunopened, he notes, but should be refriger-ated and consumed within four days afteropening.
The Nigerian distributor is Lagos-basedFareast Mercantile.
other key African markets for Cloverinclude Mozambique, Zimbabwe, Angola,Zambia, Tanzania, Kenya, Uganda, Malawiand Mauritius.
Johan Voigt with packs of Tropika on sale inNigeria.
TruMooUSA Dean Foods has introduced a refor-mulation of its popular brand of chocolatemilk, TruMoo. The new product, which hitshelves in January 2013, contains 35% lesstotal sugar than the leading chocolate milkcompetitor, and has 40% less sugar than itsprevious formula.
TruMoo is made with fresh white milk,which is sourced from regional dairiesaround the country, with ‘just enough purecocoa and natural sugar to make it tastegreat’. one serving of TruMoo chocolatemilk contains just 30 more calories thanplain low-fat white milk and no high fructosecorn syrup.
Nutrition and public health experts agreethat milk is an important part of a healthydiet. Like regular milk, TruMoo provides eightessential nutrients: calcium, protein, vitaminsA, D and B12, riboflavin, phosphorus andpotassium. In a 2012 MilkPEP survey ofmore than 1,000 mothers of school-agedchildren, 85% reported feeling positive aboutthe benefits chocolate milk provides theirchildren.
“Together, these nutrients help strengthenbones and build and repair muscles,” said
Willow Jarosh of C&J Nutrition. “And a low-fat chocolate milk with no high fructosecorn syrup and very little added sugar is apractical way to get kids the nutrients theyneed without all the sugar they don't, andfrom a source moms can trust.”
The original TruMoo flavour is chocolatesold as 1% low-fat milk in retail and fat-freein schools. Depending on regional andretailer variations, other varieties includestrawberry and vanilla and are available ingallons, half gallons, quarts and single serve(10, 12, 14 and 16 oz) bottles. TruMoo milkis offered in school and foodservice settingsin half-pint containers.
Makeover for Wild IslandSOUTH AFRICA A contemporary newlook for the Wild Island dairy fruit mix con-centrate from Continental Beverages hasbeen highlighted in South Africa over sum-mer through sponsorship of the Turn It Out
urban dance show.This show screens twice a week, initially
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44 Soft Drinks International – March 2013MARKET AnALYSIS
for 2013
High pricesand competitonfrom othercategoriescontinue to putpressure on thejuice sector,according toMichaelSchaefer.
Juice outlook
Long viewed as a ray of light for an industrydogged by persistent health concerns,
prospects for the juice category have grownmurkier in recent years, particularly in devel-oped markets where scepticism of sugary bever-ages of any kind continues to grow. What’s more,the path to growth in key emerging marketsremains far from certain, given bruising competi-tion from both unpackaged juices in tropicalmarkets like Brazil and Indonesia, as well asincreasingly-sophisticated powdered and liquiddrink mix products. As in other categories, find-ing the right value equation remains vital toachieving durable growth. In more developedmarkets, functionality offers real potential, asconsumers continue to gravitate towards the lat-est tropical ‘superfruits’ and flavours, while stevia-based products could drive further expan-sion among consumers looking to control theirsugar intake. Among emerging market con-sumers, meanwhile, effective localisation isparamount, with products able to accuratelyreproduce the flavours and textures of localunpackaged favourites likely to see continuedgrowth.
A tall orderWhile global sales volumes expanded by 2% in2012, this represents a slowdown from the 3%annual average seen over the past five years. Inthree of the world’s top ten markets, volumesales actually fell in 2012, including the USA,the global number two, where volumes droppednearly 5%. High prices have led many devel-oped-market consumers to cut back on juice pur-chases, with per-capita volume consumptiondown nearly across the board in the major mar-kets of Europe, North America, and Japan. Strongcompetition from energy drinks and other bever-ages offering well-defined functionality has cut
into juices’ share of wallet in many developedmarkets, while growing concerns about generalsugar consumption have blunted the traditionalmarketing message of juice as a uniquely healthysoft drink.
In emerging markets, the growth picture ismore positive, yet the road to growth remains abumpy one. Per-capita consumption in key mar-kets like Brazil, Egypt, the Philippines, andIndonesia remains remarkably low – averageannual consumption in Indonesia remains under1 litre per person, to use one example – thanks inlarge part to the ready availability of fresh juices.Egypt, for instance, is home to thousands of juicebars – small, informal shops where one can enjoya wide array of freshly-squeezed juice drinks forjust a few cents, sharply limiting the appeal ofpackaged juices for much of the population.Powdered beverages such as Tang are also enor-mously popular in many markets, with their lowprices, wide variety of flavour choices, andadded features such as nutrient fortification(often tailored to local deficiencies) proving veryappealing to low-income consumers in particu-lar. Powders are also far easier to transport inmarkets where local infrastructure is limited,retail shops remain small, and car ownership islimited.
Juice redefined?So should juice manufacturers despair, giventhis rather gloomy summary? Certainly not – ona global level, growth opportunities abound, yetgetting there requires a certain amount of flexi-bility. Every market is different, and the mostsuccessful brands will be those which serve avery distinct set of needs, which can differ frommarket to market. In a world of ever-expandingchoices, consumers are not exactly clamouringfor juice per se – instead, they have a portfolio ofdesires which are applied across a wide range ofcategories, and which juice manufacturers arequite capable of serving, given the right prod-ucts.
China provides an excellent example of this.Already the world’s largest juice consumer byvolume, this US$18.5 billion market is expected
Soft Drinks International – March 2013 45JUICE OUTLOOKto average 5% annual value expansion over thenext five years. The vast majority of this expan-sion is expected to come from juice drinks con-taining up to 24% juice, with both nectars and100% juice products projected to remain high-priced niche categories. Leading the way is Coca-Cola’s Minute Maid Pulpy brand, the company’sfirst US$1 billion brand to emerge from China.Combining a thicker texture reminiscent of fresh-ly squeezed juices (the drink’s large pieces ofpulp have inspired the tagline, ‘shake, drink,chew’ in some markets) with an affordable pricepoint, the product offers just the right combina-tion of convenience, familiarity, and value todrive repeat purchasing, creating a powerful newforce in East Asia.
The brilliance of Minute Maid Pulpy comesless in its intrinsic qualities than its design, inmany ways a new beverage designed from theground up to appeal to the specific needs ofChinese consumers, much like any other softdrink. Looking further afield, one can see manyof the world’s highest-impact product introduc-tions of 2011 and 2012 developing along similarlines. In the USA, for instance, Tropicana’sblockbuster Trop50 product, which uses stevia tooffer a lower-sugar, reduced calorie beveragewith the taste and vitamins of pure orange juice,recently cleared US$150 million in annual sales,marking it as one of the most successful newproduct introductions in the juice category forsome time. Here again is a case of a more tai-lored, more ‘engineered’ juice product, marryingthe very real selling points of orange juice withthe specific needs of the modern consumer.
Building a better juiceGoing forward, these types of products willaccount for an ever larger portion of sales amongconsumers unwilling to compromise on price,sugar content, or flavour. The 100%, not-from-concentrate category will remain important inhigher-income markets, but will further evolveinto a super-premium, high-end niche.
Consumer concerns about sugar can be over-come, but this will come in the form of more-exotic products like coconut water, tropical
‘superfruits’ like acerola or cupuaçu or juicesprepared through high pressure pasteurisation,like Starbucks’ Evolution Fresh line, which canoffer a truly different taste/health benefit equa-tion. The unpackaged juice culture of marketslike Brazil, Egypt, and Indonesia will serve as anon-going inspiration/innovation pipeline formarkets in North America and Europe, particu-larly among upper-income consumers looking tomake high-end juices part of their lifestyle.
At the same time, juice will become less of astand-alone product and more of a complementto RTD teas, sparkling waters, and even energydrinks as consumers look to transition awayfrom full-flavour carbonated products. Newfruits and flavours can be expected to often serveless as stand-alone products and more as thebuilding blocks for the next Minute Maid Pulpy.This is especially true in fast-growing emergingmarkets, where there is strong demand for con-venient, affordable soft drinks for in-home con-sumption, reminiscent of the local flavours onecan often find on every other street corner. Whilejuices will retain distinct advantages, they willalso in a very real sense become just another softdrink, serving the same laundry list of needs asany other. n
Michael Schaefer is Head ofFoodservice & Beverages atEuromonitor.www.euromonitor.com
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46 Soft Drinks International – March 2013JuICE
with PEF technology
Frank Smeltinkintroduces the latestdevelopments in pulsed electricfield technology,designed forextending theshelf life of‘fresh’ juices.
Taking ‘fresh’ to a new level
PurePulse is a mild preservation method,using Pulsed Electric Field technology.
Microorganisms are eliminated by a high voltagefield, of just microseconds. As these pulses areextremely short in time, although the voltage ishigh, the overall energy input in the product islimited.
The specific design of the treatment chamberenables the system to accurately ‘dose’ the num-ber of pulses the product receives. The treatmentis effective from temperatures just above ambi-ent; the temperature gain is 5 to 10°C.
For a typical fruit juice, the process could be:pre-heating from 6°C to 35°C; pulsing; coolingfrom 42°C to 6°C. For a 2,000 litre/hour capacitythe total retention time in the system is less than90 seconds, of which just a few tenths of a sec-ond are spent in the treatment chamber.
Bacteria, yeasts and moulds are eliminated.The reduction at the conditions described, willbe log 4 to log 6. Spores will be affected, but notto an extent that would create an ambient shelflife for low acid products.
PurePulse will add two weeks’ shelf life to achilled product, even at very mild process condi-tions. As the thermal input is very low, the effecton taste, colour and nutrients is hardlydetectable. Even after three weeks consumerswill still identify the taste of the product as freshpressed.
Compared to other mild conservation methodsthe PurePulse technology is a ‘tailor made solu-tion’ for liquid products such as fruit juices. It isa continuous process with no labour involvedother than monitoring the system. This meansthat a system can be operated very efficiently.
Integrated systemCool Wave Processing which developedPurePulse, follows the philosophy that a systemshould be turnkey. Every system consists of thetreatment chamber and the Pulse Forming Units.
Equally important is the ‘thermal skid’, whichpre-heats the product and cools it back downafter treatment. The mild conservation advantagecould disappear if pre-heating and cooling takestoo much time. To avoid this, the complete unit,including heat exchangers, valves, pump, sen-sors and controls are designed and built as oneunit.
Cell membraneAlthough a certain rise in temperature is a ‘sideeffect’ of PurePulse, the lethal effect on microor-ganisms is non-thermal. The pulses create anelectro potential around the cells, which isaround 10 times higher then the one in the cell.The membrane is perforated and the content is‘squeezed out’, thus killing the bacteria, yeasts ormoulds.
Only a few other ‘mild treatments’ like HighPressure Processing (HPP), are truly ‘non ther-mal’ – merely showing temperature gain as a sideeffect. The thermal load of PurePulse in itsmildest form is comparable to an average HPPtreatment. Combined with relatively low invest-ment costs, PurePulse is probably the best alter-native for thermal processing for fruit juices andsmoothies.
Orange juice is worldwide number one interms of consumption. It is certainly also one ofthe most heat sensitive juices. The fact thatalmost every consumer knows and appreciatesthe taste of fresh pressed orange juice makesPurePulse a technology with a large field of inter-est, especially for juices.
Juices with a long shelf lifePurePulse in its very mild form, is ‘made forfresh pressed juice’. However, juices that need alonger shelf life can also benefit from the ‘secondgeneration PEF’.
When PurePulse is applied at higher tempera-tures with a relative high voltage and frequency,the primary effect of the pulses on microorgan-isms is combined with the effect of higher tem-peratures. Pre-heating to temperatures around50°C, with a temperature gain of 10°C will becomparable to pasteurisation temperature of at
Soft Drinks International – March 2013 47TAKING ‘FRESH’ TO A NEW LEVELleast 25°C more. The time that the product is atits maximum temperature in the PurePulseinstallation will be much shorter.
In other words, even intensively treated prod-ucts will be a lot ‘fresher’ than their thermallytreated equivalents.
PurePulse in its intensive form is not yet inoperation at commercial juice producers, butpilot plant product runs have shown that theprocess could be implemented without restric-tions.
Cool Wave ProcessingCool Wave Processing is a young company. Itwas founded as a new member of a Dutch groupof innovative companies – its closest ‘familymember’ being TOP BV, which developedPurePulse, starting from Pulsed Electric Field inits pre-commercialised state. TOP is a consultingand R&D company, active in the food industryand Cool Wave Processing benefits from havingTOP as a strong back up.
Potential customers who want to outsource thetotal implementation of PurePulse (or a numberof other, innovative technologies) will find astrong partner in TOP.
MarketThe market in Western Europe shows a growth offresh juices in an overall juice market which isunder pressure.
Hence, PurePulse offers customers the oppor-tunity to capitalise on growing consumerdemand for fresh juice. At the same time, thelonger shelf life increases supply chain flexi-bility and reduces food waste in supermarkets.
Fresh, untreated fruit juice will allow a shelflife of eight days or less. Taking the necessarytime for transport and handling into considera-tion, the number of days the product can be soldin the supermarket is more likely to be five orsix, which can result in a high percentage ofunsold product. The savings on costs will surelyjustify the investment.
The tendency for fresher, better quality juicesalso has its affect on other segments of the mar-ket. For juices that are not pressed at the samesite where the juice is filled, more and more socalled ‘Not From Concentrate’ (NFC) juice isused, instead of concentrate.
Still these juices are heated twice – once afterpressing in the country where the fruit is grown,and once before filling. Not only could the lastthermal process be replaced by PurePulse, butalso the treatment after pressing could bePurePulse, with the ‘fresh’ benefits compared tothermal.
Cool Wave Processing is partnering with com-panies involved in the transport and productionof NFC orange juice.
Pilot plantAlthough the PurePulse technology is opera-tional on a commercial basis, the need for a pilotplant was obvious. Juice producers want to testtheir own recipes on several settings.
As the full benefit of PurePulse is only presentwhen it is used in ‘continuous mode’ assuringminimum retention times and thermal load, apilot plant scale copy of the full scale lines wasbuilt at the home base of Cool Wave Processingin Wageningen, in The Netherlands.
A wide range of products can be tested withcapacities varying from 100 to 300 litres/perhour. The system is very flexible, allowing awide range of settings in operating temperaturesand pulse intensity.
Since the entire installation is of a food-gradedesign, the finished products can be used forboth shelf life studies and taste tests. Indeed, thewhole system can be sterilised and run underaseptic conditions; including filling in bottles orin aseptic bags.
The aseptic filling not only guarantees theabsence of cross infection, it also enables testingof products that need a long shelf life, possiblyunder ambient conditions.
ValidationPurePulse (PEF) needs to be validated, as con-ventional thermal processing. Although the ener-gy of the pulses result in a temperature gain ofthe product, monitoring the chamber inlet andoutlet chamber is not secure enough to truly val-idate the system. Therefore each pulse is moni-tored – the failure of even a single pulse isdetected and malfunctioning of the system willstop it immediately.
This sophisticated detection system operatesat frequencies of 20 to 50 Hz. and provides a safe-guard for the process and the consumers drink-ing the juices it preserves. n
Frank Smeltink is Commercial Director at Cool Wave Processing BV.Tel: +31 (0) 317 466 284 Fax: +31 (0) 317 450 189Email: [email protected]
PurePulse offers customersthe opportunityto capitalise on growingconsumerdemand forfresh juice.
48 Soft Drinks International – March 2013PRIVATE LABEL
by design
Koen de Jongprovides insightinto theimportance ofpackagingdesign for theprivate labelsector.
Brand experience
Over the years retailers across Europe haveinvested massively in attractive packaging.
Next to insisting on good quality products thishas been one of the main drivers behind privatelabel growth.
The packaging design of private labels is animportant success factor for their performanceon shelf and therefore of great importance toretailers. Of all communication of a retailer to itscustomers, private label packaging is the mostconspicuous. The design makes the retailer’sidentity tangible and the packaging design makesand keeps the retail brand visible for consumers,not only on shelf in the store but also in theirhomes. It is therefore extremely important thatretailers use clear and consistent designs fortheir private labels. Indeed, private label packag-ing design can be the unifying factor for all man-ifestations with which retailers presentthemselves as a brand.
History of private label packaging designThe importance of private label design is theresult of a development that goes back to the late19th century, when packaging was purely func-tional. It protected the product, extended theshelf life and facilitated storage and transport.
Increasing industrialisation and upscaling offood production led to the creation of nationalbrands. Products were provided with a brandname on the packaging, to distinguish them fromothers. This development and the emergence ofself-service stores that first opened in the USA inthe 1920s, gave packaging an entirely new func-tion. From the shelf national brands had to drawthe shoppers’ attention through their packagingand tempt them to make a purchase. It was thebirth of the ‘silent salesman’, as packaging issometimes also called.
Since then graphic packaging design hasdeveloped into a speciality, with professionalpackaging designers giving the silent salesman avoice through text and images. This not onlyapplies to national brands but also to privatelabels, because since the 1950s more and moreretailers came to see the value of using the storebanner as a brand name. This led to a carefulpositioning of the store banner and assigning akey role to the corresponding brand name.
For some retailers the fast growth of privatelabels has contributed greatly to the develop-ment of their retail brands. After all, privatelabels allow retailers to give their brand a solidfoundation. In addition, media fragmentation ismaking it increasingly difficult to reach targetgroups. With appropriately used private labelsconsumers can be reached frequently, both in thestore and at home in their store cupboards andon their kitchen tables. As tangible representa-tives of the retail brand’s identity, private labelsact as silent retail salesmen to tell the retailer’sstory in text and images.
Elements in the private label strategyA good positioning of the private label is theresult of a carefully defined strategy. Moreover,the packaging design supports retailers in trans-lating its strategy to consumers. The private labelstrategy has to fit in with the positioning of theretail brand. In this way hard discounters likeLidl or Aldi will use private labels to support theprice image, while a retailer like Tesco or AlbertHeijn will select a private label strategy to prop-agate brand values like quality, inspiration andinnovation.
In choosing how to position themselves, retail-ers will also take account of competing retailersin the market and the respective private labelstrategies they use to present themselves in themarket. All this has important effects on packag-ing design.
Furthermore, other factors also play a role inthe formulation of private label strategies, likethe width and depth of the range of products andthe role of national brands within the store for-mula. If, for example, national brands are lack-ing, this may create various opportunities. InFrance for instance, frozen foods specialistPicard opted for a ‘one premium brand onlystrategy’, whereby the packaging design plays an
Soft Drinks International – March 2013 49BRAND EXPERIENCEimportant role in communicating the premiumquality of the products. The use of top-qualitypictures, communicating the high culinary levelof the products, plays an important role.
On the other hand, German discounters Aldiand Lidl have a fancy label strategy whereby alimited range of products is offered under retail-er owned fantasy brands as an alternative for thenational brand. The packaging design attempts tounderline the discount price strategy of therespective retailer.
Brand experienceThe development phase of private labels in acountry will also influence a retailer’s strategy. Ina developed market such as the UK consumersare completely familiar with the promises of pri-vate labels. Here high-quality products areoffered under private label in packaging thatoften deliberately differs from the familiarnational brands. The name of the store is a guar-antee for quality.
On the other hand, in markets in the firstdevelopment phase of private label like Korea,China and Japan, consumers will have more con-fidence in the national brand than in a privatelabel that has yet to prove itself. For that reasonretailers will target their private labels mainly atthe commodity categories that can be purchasedreasonably risk-free, like sanitary paper prod-ucts, preserves or cleaning products. Retailerswill also be inclined to include elements of thenational brands in the packaging design of theirprivate labels to increase recognisability for con-sumers. Product categories in which consumerconfidence plays a role, like personal care, willinitially not be targeted with private labels.
The importance of the private label architecture
The private label architecture is determined onthe basis of the defined strategy. In many casesthis strategy consists of several private label lev-els, each with a related price-quality ratio. In anundeveloped market for private label retailerswill opt for a simple architecture, with a modestor no- tiered structure.
Brand architecture made visible through pack-aging design is a means of navigation for cus-tomers to make the right choice in the store or infront of the shelf. After all, for each purchaseconsumers consider both price and quality. Awell-designed package supports shoppers in thisselection process.
A well developed private label architecturewith several tiers (good-better-best) will supportretailers in balancing the price and quality per-ception of consumers. Adding a top line (egAlbert Heijn’s Excellent) broadens the price andquality range and offers retailers the possibilityof placing products in a higher private label tier.In this way it can be explained to consumers thata product is more expensive and has thereforebeen placed in the premium tier. If the privatelabel architecture lacks such a tier, this mayresult in unbalanced price-quality ratio in theconsumer’s perception. There is a risk that con-sumers may then experience all standard privatelabel products as being too expensive if they areunpleasantly surprised at the checkout.
To give every tier in the private label architec-
ture a distinctive design, packaging designersuse a grid. This grid contains the fixed elementsof which the design is composed and whichincrease the recognisability of the private labelthroughout the categories. The agreements aboutthe fixed components of the grid, like logo, type-face, colour combination and text-image ratio,are laid down in the so-called design manual.
Navigating the consumer with packaging for private label
In the early days, private label products wereessentially cheap imitations of the leadingnational brands. As the market share of privatelabel continued to grow at the expense of brand-ed products, the debate around unfair competi-tion and infringement of brand rights gainedmomentum. Retailers were accused of copyingthe successful brands and imitating the visualappearance of a leading brand with the aim ofexploiting positive associations related to thosebrands.
At present, most leading European retailershave created private label lines with a clear styleof their own. They make an effort to set their pri-vate label lines apart from the brands in theirrespective categories. Consumers trust the qualityof the private label product and it is no longer nec-essary to make a direct or indirect comparisonwith the brand equivalent. One of the most dis-tinct examples is the re-launch of the private labelof French retailer Monoprix in 2010. The packag-ing, a creative design of Havas City, is completelydifferent from the usual and seems to be inspiredby Andy Warhol. With words sometimes splitover two lines the products are expected to havean increased on-shelf visibility while not makingany reference whatsoever to the brands. The man-agement of Monoprix considered the existingpackaging design of Monoprix ‘me-too’ in compar-ison with the national brands. In its brief for thedesign agency it was stipulated that the designhad to support the Monoprix label in setting itapart from its national brand equivalents.
Nowadays stores have become strong brandsthemselves. In the light of this it will be lessimportant for retailers to continue copying thepackaging of the national brands. It can beexpected that in the future more innovations inappealing packaging will hit the market underprivate label. n
Koen de Jong is ManagingDirector of InternationalPrivate Label Consult. He is theauthor of the book PrivateLabel uncovered, takingretailer brands to the nextlevel.www.iplc.nl
As the marketshare of privatelabel continuedto grow at theexpense ofbrandedproducts, thedebate aroundunfaircompetition andinfringement ofbrand rightsgainedmomentum.
50 Soft Drinks International – March 2013PET PACKAGInG
for Russia
Krones inline blending withaseptic filling at Coca-ColaHBC Eurasia.
Pulpy orange
Still beverages with a pulp content are findingprogressively more adherents among con-
sumers worldwide. The Coca-Cola brand Pulpy isbroadening its appeal, particularly in newly indus-trialising countries. In 2010, the chunky fruit juicewas on sale in 14 different countries, while in 2011Pulpy was already being produced and sold on 25national markets. In China, India, Indonesia,Pakistan, and The Philippines, the growth rates reg-ularly exceed expectations. Other test markets arebeing targeted, and Pulpy is well on the way tobecoming another Coca-Cola brand with sales ofmore than a billion dollars. Beverages featuringfruit chunks are regarded as the paramount driversfor future global growth in the fruit juice segment.
For the premiere of bottling Pulpy in Russia,Coca-Cola HBC Eurasia chose its plant in Istra, tothe north-west of Moscow. The company is in thiscountry operating a total of 12 filling plants and 75distribution warehouses, from Moscow toVladivostok. The process selected was inlineblending with aseptic filling. For this purpose,Krones installed the new process technologyrequired, and integrated it into an existing asepticline, whose filling technology was likewise modi-fied. In the preceding year, the facility in Istra,which now has a total of five Krones lines up andrunning, put its first line with Contipure systeminto operation.
Inline blendingIn the production process for Pulpy Orange Juice, itis vital to preserve the pulp undamaged from thebeginning of the process to the end, and to integrateinto the system only those monitoring and operatorcontrol elements that are really necessary. On the
basis of experience gained in other countries, Coca-Cola HBC Eurasia had the following alternatives tochoose from:• hot-filling in a single-flow process;• an aseptic process in single-flow mode;• aseptic inline blending with a twin-flow processand single-flow filling; or
• a hot or cold twin-flow process for both productprocessing and for bottling on a dual filler.
Empirical feedback from actual operations hadconfirmed that aseptic inline blending offered verygood preservation of the pulp, excellent dosingaccuracy, and a high line output. Inline blendingmeans that pulp and juice are aseptically preparedseparately and then bottled together. “The para-mount goal was to make the operation as gentle onthe product as possible and to minimise damage tothe fruit cells,” emphasises Coca-Cola HBCEurasia’s Country Engineering Manager, NataliaPolozova. “We didn’t even consider the option ofnot filling the product aseptically.” What’s more,Coca-Cola HBC Eurasia already possessed threeaseptic bottling lines from Krones, which could beused for this process. So the company decided infavour of the inline blending process. Coca-ColaHBC Eurasia chose the Aseptic Line 1 (the first onethat Krones had installed in 2007) for the modifica-tion project.
Special challengesThe project posed some rather special challengesfor Krones. During the retrofit job, quite a few verydeep-reaching interventions were required in someof the existing processes at Coca-Cola HBC Eurasiaand in the Krones lines already in place. This couldbe assured only by meticulous preparation andultra-thorough planning. Everyone involvedworked excellently together, with several teams
Pulpy is well on the way to becoming another Coca-Cola brand with sales of more than a billion dollars, soCoca-Cola HBC Eurasia decided to produce Pulpy inRussia too.
Aseptic inline blending means that pulp and juice are aseptically prepared separately andthen bottled together. Continued on page 52
52 Soft Drinks International – March 2013PET PACKAGInG
dovetailing for smoothly maximised efficiency:Coca-Cola HBC Eurasia and its operators, the serv-ice personnel, and the experts from Krones ProcessTechnology. A tight delivery deadline and a min-imised commissioning timeframe upped the pres-sure still further.
The kit was manufactured, tested at Krones anddelivered to site without a day being wasted. Andthe commissioning time for the entire system couldhardly have been shorter, at just three weeks. Allthe deadlines stipulated beforehand by Coca-ColaHBC Eurasia had to be met, so that the productcould be placed on the Russian market in goodtime. The paramount priority during the entireprocess, moreover, was to ensure gentle handling ofthe product and minimised product losses.
How the Pulpy products are made The pulp is delivered frozen in 180 kg drums. Toenable it to be processed, it first has to be thawedfor around 24 hours. This is done inside the hall atambient temperature. The slurry is required toexhibit defined proportions of pulp and juice; theremust be no more ice in the mixture; the tempera-ture should not be too low; and the mixture has tobe homogeneous. When the slurry meets these cri-teria, the product is released by the laboratory, heat-ed up in the pasteuriser, and cooled down again.The pasteuriser’s output is approximately2m3/hour, which can be individually set in eachrecipe. Through cross-corrugated tubes, the slurryis then gently and dependably heated up in theshell-and-tube heat exchanger, and delivered byscrew-spindle pumps. Minimised distances, fewchanges of direction in the system, and eliminationof control valves in the product path ensure that theproduct is handled with maximised gentleness.After the slurry has been heated up in the system,and then cooled down again, it is passed to the ster-ile tank, with a usable capacity of 10m3, installednear the filler.
While this process is running, juice without anychunks or pulp is being heat-treated in the existingpasteuriser, and likewise held ready in a steriletank. The slurry sterile tank, of course, has alsobeen specially designed to meet product-friendliness criteria and to minimise product loss-es, with the process conceived correspondingly.
The tank, for example, incorporates an agitator thatgently keeps the slurry homogeneous. This process,runs under aseptic conditions. “We attached partic-ular importance to the design of the agitators, so asto be as gentle as possible on the product butnonetheless prevent any sedimentation in thetank,” says Natalia Polozova.
A special design of the vapour seal supply sys-tem employed in aseptic operations prevents theslurry from being baked onto the surfaces in thevapour seals of Krones’ aseptic Evoguard double-seat valves. At a minimised distance from the tank’soutlet stands the aseptic blender, which mixes theslurry and the juice provided. The mixing ratio isapproximately one part of slurry to nine parts ofjuice.
The finished beverage from the aseptic blender issupplied to the filler. And here, too, particularattention has been paid to minimised distances andmaximally gentle handling. Retrofitting the requi-site filling valves and agitators in the ring bowlensures optimum filling of the finished beverageunder aseptic conditions. The finished beverage inthe bottles meets all of Coca-Cola HBC Eurasia’squality stipulations to perfection. To quote NataliaPolozova: “Pulpy is something rather special. Thefruit chunks create a freshness on the tongue as ifyou’re drinking freshly squeezed juice.” The prod-uct has been on the market since June 2012, withdemand proving very persuasive so far. At themoment, Coca-Cola HBC Eurasia is using Line 1solely for bottling Pulpy Orange in the 0.45 litrecontainer at a speed of 42,000 bottles/hour. Twomore Pulpy products are set to follow this year.
Fourth line with Contipure preform decontamination
In 2011, Coca-Cola HBC Eurasia had for the firsttime embarked on a paradigm shift. After threeaseptic lines with separate blow-moulders andfillers connected by air conveyors, the companydecided to buy its first blow-moulder/fillermonobloc, featuring a Contipure system, where thepreforms are decontaminated within a few secondsat the Contiform in a treatment chamber locatedbetween the oven and the blow-moulder usinggaseous hydrogen peroxide. Thanks to the optimalH2O2 concentration in conjunction with the hotpreforms, a high decontamination rate for both theinside and outside of the preforms is assured. Therisk of the preforms or bottles being recontaminatedafter decontamination is reduced to a minimum,since treatment is provided directly downstream ofthe oven and the bottles are blow-moulded with fil-tered air.
Treating the preforms themselves significantlyreduces energy and media consumption levelscompared to treating the finished containers. In theContipure module, the preforms are placed in ahalf-shell, a handling part that can be replaced veryquickly for handling different preform sizes usingquick-change features. The module is operated atthe touch-screen shared with the blow-mouldingmachine. The Contipure preform decontaminationsystem substantially improves the hygiene level ofblow-moulded PET containers, which is just rightfor Coca-Cola HBC Eurasia, because the plant usesthis line primarily for bottling the sensitiveBonaqua Viva flavoured water in 0.5 and 1 litre bot-tles, plus Coca-Cola in 2 litre bottles, with normalbottle closures for 1 and 2 litre bottles and sports-
The Contipurepreformdecontaminationsystemsubstantiallyimproves thehygiene level ofblow-mouldedPET containers.
Base cooling between the Contipure module and the Modulfill filler.
PULPY ORANGE– continued from page 50
Soft Drinks International – March 2013 53PULPY ORANGE
From theContiform blow-mouldingroom, the bottlesare passed toeach of the three asepticlines via theapproximately200m longaseptic airconveyor, endingup in the fillerrooms.
caps for 0.5 litre bottles. “Coca-Cola HBC Eurasia is, of course, always
keen to use the very latest technology, which in thiscase was Contipure,” says Polozova. “Contipureoffers us a whole series of advantages. Firstly, wecan do without the air conveyor, which meansreduced bottle losses and complete elimination ofair conveyor maintenance, plus enhanced microbi-ological quality of the product without the risk ofrecontamination. Secondly, we save on space,reduce our energy consumption in terms of com-pressed air for the conveyors and of steam for thefilling function and we can handle container pro-duction and filling with one operator instead oftwo.” The line comprises a Contiform S20 with aContipure module, a Modulfill filler in a monoblocconfiguration, plus a Contiroll HS wrap-aroundlabeller, a Variopac Pro packer for multipacks, andin terms of process technology, a Contiflow mixerand a VarioFlash pasteuriser.
The filling factory’s basic concept This facility started operation early in 2007 on agreenfield site in the Moscow conurbation.
In the initial phase, the company started off witha Krones Aseptic line, a Krones EHF (EnhancedHygienic Filling) line and a Kosme line for largesized containers. In the late summer of 2007, thesewere joined by a second aseptic line. The projectranked among the 10 biggest investment jobs inRussia during that year, and created one of thelargest, and most sophisticated plants in Russia’sbeverage industry, with Krones as the sole vendorfor the bottling kit.
For the first three Krones bottling lines, fourblow-moulding machines from the Contiformrange, plus the associated preform hopper loadingand feed systems, are installed together in a singleroom. Of these, two Contiform S16s work for thefirst aseptic line. The EHF line is supplied by aContiform S18, and a Contiform S20 serves the sec-ond aseptic line, subsequently installed inNovember 2007. In 2009, Krones additionallyinstalled a third aseptic line, which is principallyused to fill Nestea iced tea in 0.5, 1, 1.5 and mostrecently also 1.75 litre containers.
From the Contiform blow-moulding room, thebottles are passed to each of the three aseptic linesvia the approximately 200m long aseptic air con-veyor, ending up in the filler rooms. Each line hasits own filler room, into which the empty bottlesare passed through a ‘hole in the wall’, and fromwhich the full bottles then leave through a smallopening. The operators can enter the generouslydimensioned room through an airlock. Each of theaseptic lines features a volumetric VODM-PETfiller, which is coupled to an isolator, a rinser andan aseptic capper in a small clean room, andreceives the closures from a closure steriliser.
The filled containers then arrive in the third sep-arate hall, where first of all an Accuflow table pro-vides some buffering time if required. The bottleflow is then divided into two tracks, each of whichleads to a Sleevematic labeller with a Shrinkmatshrink tunnel. The flows of labelled bottles are thenmerged again, and blown off. A Checkmat inspectsthe bottles for label placement and fill level beforeanother Accuflow again creates some bufferingtime in order to assure the smooth functioning ofthe downstream Variopac PFS, in which 12-bottleshrink packs are created. Filling and packaging has
now been completed. The packs are conveyed tothe block-type warehouse, at the beginning ofwhich a Pressant Uni Duplex palletises them and apallet wrapper secures the stack.
EHF line for lightly carbonated beverages The design of the EHF line is very similar, with justthe following differences: the rinser-filler monoblocis not aseptic, but it is separated from the surround-ing air by a clean room. The sole labeller used hereis a Contiroll for wrap-around labels. In addition, ahandle applicator has been integrated, and thePressant palletiser operates in the single, not theduplex version. The line is used to bottle carbonat-ed beverages such as Bonaqua water and the Coca-Cola range, plus weakly carbonated products suchas the energy drinks Burn and Burn Tropical, witha juice content of 21%.
In comparison to the first one, the second asepticline installed offers even more options: with agreater range of format variants possible. In addi-tion, it can bottle both still beverages aseptically,and carbonated products non-aseptically. For thisline, as for the third aseptic line, Krones was alsoresponsible for the process technology, with theCIP system and the blending kit.
Finally, the Kosme line, produces and fills, in aseparate part of the building, 5 litre PET containerswith still water at a speed of 2,000 containers/hour.It consists of a Kosme large-mould blow-mouldingmachine, a compactly dimensioned rinser-filler-closer monobloc in a separate room, a handle appli-cator and a Kosme labeller. Here, too, fill level andlabel placement are inspected by a Checkmat HF.The Kosme Monocombi and Nastropack erect thecartons, pack them with bottles, and then sealthem. An X04 palletiser loads the pallets, which arethen wrapped.
Successful upgradeBy modifying Aseptic Line 1 to operate with inlineblending, and by commissioning the Contipure sys-tem, Coca-Cola HBC Eurasia has successfullyupgraded its Istra facility, and significantlystrengthened its position on the important Moscowmarket for all ‘new’ sensitive beverages. For theEngineering Manager of Coca-Cola HBC Eurasia,Natalia Polozova, this is ‘a crucial step forward’. n
Retrofitting the requisite filling valves and agitators in the ring bowl ensures optimum fillingof the finished beverage under aseptic conditions.
www.krones.com
54 Soft Drinks International – March 2013PET PACKAGInG
with E-PET
Techneintroduces its recentdevelopments,includingsuccess withextrudable PET.
Extruding design
In 2012, Techne introduced the first, and cur-rently, as it claims, the only proven combi
machine for HDPE containers, capable of pro-ducing 250ml bottles at speeds of up to 14,000bottles/hour, filled and capped.
Compared to traditional solutions, themachine allows a 70% reduction in manpowerand a space utilisation of 35% of a classic pack-aging line. Electricity consumption has reached avery low level, thanks to an innovative systemwhich allows the regeneration of energy, whichis fed back into the electric line, in real time. Asa consequence, the average consumption of themachine is just 0.30 kWh/kg of plastic extruded.
UNIKA seriesThe concept of an integrated machine is not new:the Combi for PET mineral water bottles is wellknown, but with polyethylene, Techne claims tobe the first company capable of solving theissues related to the interface between an extru-sion and blow-moulding high speed machine,with a rotary filler and capper.
The UNIKA series represents state-of-the-arttechnology: fully electrically driven, includingfilling and capping; completely controlled by PC;connected to the manufacturing company viainternet for a 24hour/7day service support; andon-line control from the end user productionplanning department for daily production datacollection.
This unit guarantees an absolute reliability interms of final product, and thanks to a modernnet weight filler and electronic torque control
capper, finished bottles can receive a secondarypackaging operation without any risk of leakageor other type of defects.
Extrudable PET (E-PET)The integration of extrusion and blow-mouldingand E-PET offers clarity demanded by con-sumers, with a level of design freedom which isnot achievable through any other process.
Extrudable co-polyester is a modified polymerwhich has been adapted for extrusion and blowmoulding processing. Formerly known as PETG,today’s results in terms of recycling grade, clarityand physical characteristics make E-PET a validalternative to PET, combining marketing freedomwith the same clarity results.
Compared to injection stretch blow-mouldingtechnology, extrusion blow-moulding plus E-PET offers an advanced design capability,including ‘boxy’ and oval shapes, moulded han-dles, and a variety of engraving styles.
Typical applications are mainly related to food(including hot filling up to 100°C), beverage, cos-metic and personal care, and for bottle volumesfrom 2 to 10 litres, in continuous extrusion. Asan example, E-PET is the perfect material toreplace polycarbonate for beverages, and the pos-sibility to use bottles with large volumes makesit perfect for family-size containers. Integratedhandles are possible with different ergonomicsolutions.
Techne is supporting Graham Packaging, incollaboration with Eastman, for the raw materialfor several applications, mainly in the USA.Excellent results have been achieved on bothwheel and shuttle machines. A dedicatedmachine, available in single or double shuttle,has been developed to process this material, andtoday, the E-PET market is beginning to expandin Europe and the Middle East. n
TechneEmail: [email protected]
Snspired and functional packaging shapes can be produced using extrudable PET.
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56 Soft Drinks International – March 2013PET PACKAGInG
extended shelf life
Thomas Niehrand Paul-UweWinterhoffintroduce the InnoseptAsbofill ESLfrom KHS.
For the cold chain
With its aseptic Innosept Asbofill ABF linearfilling machine KHS won over the beverage
industry in a very short time indeed. The secondgeneration of ABF machines is now in operationall over the world, after the series was launchedto market about two years ago. With it, usersprofit from maximum safety and the utmost flex-ibility regarding the product, the plastic bottlesto be filled, and their types of closure – andmuch more besides. Based on the expertisegleaned from internationally tried and testedInnosept Asbofill ABF technology KHS has nowdeveloped its new Innosept Asbofill ESL(extended shelf life) machinery. This bottles still,non-alcoholic beverages for the cold chain and,like the machines for aseptic filling, comes witha whole host of advantages.
Broad spectrumMilk, mixed milk, coffee and yoghurt beverages,fruit juices, and teas – in other words, all types ofbeverage sold through the cold chain – can bebottled on Innosept Asbofill ESL machines. Thebenefits of products processed on InnoseptAsbofill ESL equipment largely match those alsooffered by aseptic cold filling; the natural flavourof the beverage is retained, as are its nutrients,and no preservatives are required. The beverageindustry profits from a cost advantage, and theconsumer from the welcome additional healthaspect. ESL beverages in the cold chain usuallykeep for at least 21 days.
Flexibility and speedThe ESL concept is not only extremely flexiblewhen it comes to the product; it also allows thegreatest possible freedom of bottle design andmaterials. Whether square, rectangular, or oval,all bottle shapes are feasible providing the maxi-mum dimensions are adhered to. Various plas-tics can be used, such as PET, HDPE, PP or PE.The only prerequisite is that the size of neck ringto be processed is identical.
As with aseptic systems there are two types ofmachine available for ESL products. While theInnosept Asbofill ESL 611 has a throughput ofup to 12,000 plastic bottles/hour, holdingbetween 0.1 and 0.75 litres. The InnoseptAsbofill ESL 711 fills 0.25 to 2 litre bottles at thesame rate. On the ESL 611 the bottles may be upto a standard 85mm in diameter and up to240mm in height. On the ESL 711 machine themaximum diameter and maximum height arelimited to 120mm and 350mm respectively.
TWIN version also availableBoth of these ESL machines can also be suppliedin the TWIN version. This gives bottlers twicethe capacity at a lower cost than would be thecase when investing in two single machines. Thereason for this is that many machine componentsare only needed once in the TWIN, these being –first and foremost – the valve manifold, but alsothe machine cladding, operator terminal, con-troller, product and steam supply, and down-stream bottle conveyor. Fewer machine partsmean a more compact system and thus a lowerspace requirement. All machines in the ESLseries save significant amounts of space and areabout 1.5m shorter than those in the asepticseries.
Many parallels with the aseptic modelBottling plants that already use the InnoseptAsbofill ABF and then invest in the InnoseptAsbofill ESL for their ESL products will benefitfrom the fact that the aseptic and ESL systems
One of the major advantages of the Innosept AsbofillESL is its especially small sanitary room. The sterilisationand drying area are shown above.
With the Innosept Asbofill ESL KHS is now launching a linear filling machine to market that hasbeen specially developed for the bottling of extended shelf life beverages for the cold chain.
Soft Drinks International – March 2013 57FOR THE COLD CHAINare identical in many areas. Many of the spareparts are therefore the same, which means thatlower stocks of spare parts can be maintained.Another advantage is that personnel becomefamiliar with the new equipment very quickly.
Reliable handlingThe plastic bottles are fed into the InnoseptAsbofill ESL on an air conveyor with a standard-ised interface. The bottles are removed from theair conveyor by a carousel guide which spacesthem at the specified distance. A gripper systemensures that the bottles are then precisionclocked into the cell support bars which safelyand reliably convey the bottles through the entireprocess, holding them by their neck rings. Eachcell support bar in the Innosept Asbofill ESL 611holds eight bottles, with the ESL 711 gripping 10at a time. In the first station in the machine a sen-sor checks whether all positions are filled. If oneis empty, this is disregarded in the ensuing fill-ing and capping/sealing process.
Dry sterilisation processThe bottles are sterilised using the process of drysteriliation, where the bottle surfaces treatedwith H2O2 are subjected to full wetting. All areasare wetted evenly, regardless of the size andshape of the bottle, which could have a square,ribbed, or structured surface. The result is thatall bottles are reliably sterilised, even if theirdesign differs from the norm.
At the start of the sterilisation process a lancethat ends directly below the neck ring enterseach plastic bottle. Hydrogen peroxide aerosolpasses into the centre of the bottle, displacinggas which escapes up the sides of the lance andout of the bottle. A two-channel system isformed. Three more stations succeed the H2O2
process, where the bottles are dried with hot airto remove all remaining residue.
One of the chief advantages of the InnoseptAsbofill ESL is the exceptionally small size ofthe sanitary room, this being 0.7m³ in the ESL611 and just 1.2m³ in the ESL 711. This has beenbrought about by the application of linear tech-nology and the fact that only the bottle neckenters the sterile zone. Sterile air is blown per-manently into the sanitary room and dischargeddownward by a positive displacement current
through a perforated plate where it is againsucked up. The sterile air is prepared by a valvemanifold installed on the machine, with candlefilters acting as sterile filters.
Classic filling The sterilisation and filling processes take placein different housings, with a partition separatingthe two areas. Bottles are filled through two-stage, free-flow filling valves, into which option-al pulp jets can be integrated if required. Duringthe filling process the bottle mouths are neitherpressed nor sealed against the filling valves.There is therefore no contact with the valve com-ponents, providing the best possible hygienicconditions. Based on the product and bottleshape to be processed the optimum fillingprocess and thus the ratio of fast and slow fillingphases to one another is always determined andprogrammed within the system. The aim here isto reduce foaming to the absolute minimum andensure low-oxygen filling. A push of a button onthe operator terminal retrieves the relevant pro-grammed settings.
Precise fill levels are ensured by the principleof volumetric, electromagnetic inductionflowmetering. A major advantage of volumetricfilling is that product is saved. While slight over-filling is necessary to achieve prescribed fill lev-els using the classic fill level method, this is notthe case with volumetric filling. Beverage bot-tlers can rely on gaining exact filling quantities.Another essential aspect of aseptic operation isthat no probes or complex measuring systems areused in the volumetric filling process. Thismeans contact-free measurement of the fillingvolume – a completely unproblematic methodfrom a microbiological standpoint.
Optional chunksIf products containing chunks are to beprocessed, a separate dosing unit can be incorpo-rated into the Innosept Asbofill ESL. This dosingunit is placed upstream of the classic filling sta-
Bottles are unscrambled on the Innosept Asbofill ESL by a sequencer. A gripper system ensuresthat the bottles are precision clocked into the cell support bars.
The bottles are held by their neck rings throughout theentire process and filled by free-flow filling valves. Continued on page 69
If productscontainingchunks are to be processed, a separatedosing unit can beincorporated.
58 Soft Drinks International – March 2013PET PACKAGInG
SIPA’s highspeed solutionfor Arwa.
in KuwaitRefreshment Trading C. in Safat, Kuwait, has
been Coca-Cola’s exclusive bottling companyin the country for 40 years. The company alsoclaims to hold the world speed record for blow-ing 0.5 litre bottles on a rotary machine – 2,200bottles/hour per cavity.
Complete line for Arwa mineral waterThe SIPA SFR12 unit is combined with aUnitronic 70.12 filler and a ‘waterfall’ Capstreamcapping section with two completely independ-ent cap feeding systems for maximum efficie-ncy – all within a SincroBloc integrated systemfor high speed blow-moulding, filling and cap-ping. This is the main element of a complete linethat SIPA installed last year. The line also labels,shrink-packs, wrap-around packs and then final-ly palletises (using a Palletiser Genius PTF2,with double pack infeed, automatic pallet stacker/destacker and interlayer pad placingunit) Coca-Cola’s Arwa water bottles. It has anoutput of 26,400 bottles/hour.
SIPA had total responsibility for the turnkeyproject, also supplying all conveyors, automa-tion, controls and accessories for the line.
Speed and light-weight recordsThe speed record is not the only one forRefreshment Trading Co. Indeed, the secondrecord goes some way to explaining the first –the bottles weigh just 28g, and nobody in theMiddle East makes a 1.5 litre bottle lighter thanthat, says the company.
The Unitronic filling unit has one of the high-est levels of hygiene in its category. Thismachine allocates a contactless electronic volu-metric filling valve, with Ultraclean special fea-tures on the filling block, such as a filtered airisolator plus hygienic treatment of both caps andpreforms.
Refreshment Trading Co uses the same line forthree sizes of Arwa Water – 0.33 litres, 0.5 litresand 1.5 litres. In all cases, the line runs at a rateof between 24,000 and 26,400 bottles/hour.
The whole line is an extremely compact pieceof equipment with a layout that provides easyaccess to critical components. The inherent flex-ibility of the line makes it possible to produceseveral different pack sizes (SKUs), with packag-ing ranging from film-only shrinkpacks to wrap-around cartons. And, as the operation atRefreshment Trading Co clearly demonstrates,the line has the capability of producing and han-dling extremely light containers, with high qual-ity results and low operational costs.
SatisfactionAs a demonstration of its satisfaction with SIPA’stotal systems approach, Refreshment Trading Cohas just ordered the packaging equipment ele-ment, this time for Coca-Cola in single serveglass bottles, including a palletiser model GeniusPTF2, a depalletiser model Genius DS, all con-veyor systems and a bottle rinser. n
Setting records
www.sipa.it
Soft Drinks International – March 2013 59PET PACKAGING
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tion and operates on the principle of piston fill-ing with a low shearing stress on the product.This prevents damage to the solid particleswhich then enter the bottle in their original qual-ity. This unit also works without contact. If aplant wishes to bottle chunky beverages only, thefree-flow filling system can be omitted. Likewiseit is feasible to leave options open for the futurefilling of chunky products. If so, the space takenup by the dosing unit is simply left empty rightfrom the start. If both free-flow filling systemsand dosing units are included in an InnoseptAsbofill ESL machine, the following options canbe selected: either the bottling of liquids or ofchunks only, or combined chunks and liquid fill-ing according to the principle of chunks first, liq-uid second.
Reliable cleaningIn the Innosept Asbofill ABF the interior of theentire sterile zone must be sanitised prior to thestart of production; in the Innosept Asbofill ESL,however, only the filler and closure systems andany other sections that could be soiled by prod-uct have to be included in the cleaning cycle.Where foam/gel cleaning is used, every singlepart of the filler/closure section is reliablyaccessed.
Screw caps and/or aluminium sealsLike the sterilisation and filling processes, bottleclosure also takes place in a separate housing.Containers can be closed by either a seal or screwcap – or both, with a sealer and screw capperbeing integrated into one machine should speci-fications require it. It is also possible to retrofiteither one of the two units, as long as space is leftwhen the machine is constructed.
The current trend among bottlers the worldover is clearly gravitating towards the plasticscrew cap. One of the reasons for this is that PETbottles are becoming ever more popular – including in the dairy sector – and that this typeof closure is in demand among consumers. Thesecaps are sterilised in exactly the same manner asthe bottles. H2O2 aerosol is sprayed onto the bot-tles; after condensation the hydrogen peroxidebreaks down into water and oxygen and theremaining moisture dries completely in a streamof hot air. The result is dry and sterile surfaces.Suction units place the screw caps onto the bot-tles, which are then conveyed into a secondchamber where the bottles are closed. Thismeans maximum product safety as the cappingmotion – which entails a high hygiene risk – isonly performed once the product has been pro-tected against any outside influences.
Plastic bottle sealing is also a fully automatic
process which is performed as follows. Grippersfirst remove aluminium seals from a separatereceptacle and distribute these among the indi-vidual dispensers. From here suction units pickup the seals and pass them on to a drum wherethe seals are dried following the application ofH2O2 aerosol. A seal plate takes up the sterilisedclosures, presses these onto the plastic bottlesand immediately seals them. Maximum productsafety is therefore also a given here.
Optical cap/seal inspectionThe next station for the bottles after closure isthe optical cap/seal inspector. The bottles arethen removed from the cell support bar by a grip-per system, placed on the conveyor belt, and fedto other stations on the line.
All-round consultancyIn the world of aseptic filling, a machine must beable to exert full control over itself and trigger astop with the tiniest deviation from the norm.The rules governing the ESL sector are not quiteas stringent. As a result, operating personnelcarry more responsibility and extensive trainingis necessary before an Innosept Asbofill ESL iscommissioned. KHS familiarises operators with‘their’ machines at a very early stage in the com-missioning process. Those responsible for theline are usually already on board during the finalassembly phase at the factory. This gives them afeeling for the line and an understanding for theconcept of sterile filling. Even once the line hasbeen installed on site KHS continues to offeradvice in full accordance with individualrequirements. As in all of its operations, KHSprovides know-how and expertise throughoutthe entire life cycle of the system.
Product safety, flexibility, ease of operation, and reduced costs
To sum up, the Innosept Asbofill ESL KHS isclosing the gap in filling technology for ESLproducts. It has proved extremely advantageousthat in developing this new machine the compa-ny has been able to fall back on comprehensiveexpertise that has gone into the proven, asepticKHS technology in service worldwide. Theresult is a technical system specially tailored tothe sector. This new series of machines not onlyprovides the best possible product safety but alsogreat flexibility, setting bottling plants up for thefuture. The system is also extremely easy to oper-ate and very compact in its design. The extreme-ly small sanitary room also saves on energy;cleaning and sterilisation media; and water,helping beverage operations to significantlyreduce their operating costs. n
...the rulesgoverning theESL sector arenot quite asstringent. As a result,operatingpersonnel carrymoreresponsibilityand extensivetraining isnecessary beforean InnoseptAsbofill ESL iscommissioned.
Thomas Niehr is Aseptic FillingTechnology Manager at KHSGmbH.Tel:: +49 671 852 2900Paul-Uwe Winterhoff isConstruction Manager, AsepticFilling Technology, KHS GmbH.Tel:: +49 671 852 2902www.khs.com
FOR THE COLD CHAIN– continued from page 57
60 Soft Drinks International – March 2013EVEnT PREVIEW
The 27th edition of Chinaplas not only continuesto hit new records regarding show scale, but it
also brings in many new elements. And, in order toallow visitors sufficient time for procurement andtechnological exchange, the show has been extend-ed to four days, from 20th to 23rd May 2013.
Taking place at China Import & Export FairComplex, Pazhou, Guangzhou, China, it is recom-mended that visitors allow at least two days to getthe best from this international all-round sourcingplatform.
Themed zonesNew themed zones have been established to reflectmarket needs. In view of the extensive applicationof plastic film and its technology, a new themezone, the Film Technology Zone, will be estab-lished to cater for the increasing needs of plasticfilm buyers. This zone will be located in hall 8.1 ofthe Fair complex, with a number of well-knownfilm technology suppliers such as Sun Centre,Webcontrol, Han King, Queen’s, Jandi’s, Conair,Andritz, Atlas, Rajoo, ESOPP, Bobst, HCH,Guangda and General. Each will be showcasing awide range of exhibits which include extrusionlines for blown film, flat film and sheets, stretchinglines for film and filament, slitter rewinders, wind-ing equipment, measuring & testing equipment forfilm, auxiliary equipment for film extrusion lines,printing machines for film, lamination and coatingmachines and other film processing technologies.Visitors can also discover more related exhibits atthe Plastic Packaging & Blow-Moulding MachineryZone.
The Die & Mould Zone is to be increased by 18%compared to the last show. Located in hall 3.2 and4.2, the zone will display various kinds of mouldsand processing equipment, such as blow moulds,CAD-CAM, extrusion dies, hotrunner systems,injection & compression moulds, mould & diecleaning equipment, mould clamping systems and
energy couplings, standard parts for moulds, steelfor moulds, texturing and mould fixing devices.More than 200 Chinese and internationally famousmould companies will exhibit, along with with twopavilions organised by the Hong Kong Mould & DieCouncil (HKMDC) and the Taiwan Mold & DieIndustry Association, which will demonstrate theirflagship technologies. Exhibiting for the first time,HKMDC pavilion has confirmed an exhibition areaof about 400m2 as well as a demonstration zone ofabout 200m2, showing the latest technology ofHong Kong Die and Mould Industry, and a livedemonstration of the injection moulding process.
In order to facilitate professional buyers tosource related exhibits in a more efficient way, twospecialised regions have been established under aChemicals & Raw Materials Zone. They are theColour Pigment & Masterbatch Zone and theAdditive Zone, which will be located in halls 9.3and 10.3 respectively. More than 170 related sup-pliers will show their presence in these two zones,and it is believed that this newly centralisedarrangement will provide a more user-friendly andeffective sourcing platform for buyers to sourcecolour pigment, masterbatch and additives.
It is expected that more than 500 new exhibitorswill join existing exhibitors, which have in turnexpanded their booth areas.
The coming exhibition has two different entrytickets, a one-day pass priced at RMB 30 and a four-day pass at RMB 50. Visitors who successfully pre-register online at www.ChinaplasOnline.com willenjoy RMB 150 worth of privileges including freeadmission with visitor badges being received inadvance, plus a coupon to redeem a free exhibitioncatalogue. In addition, pre-registered visitors cansearch exhibitors’ information and personalisetheir own visiting guide by using myChinaplasonline service and enjoy an Online BusinessMatching service to match with their interestedexhibitors.
Chinaplas 2013 is organised by AdsaleExhibition Services Ltd, and co-organised by theChina Foreign Trade Centre; China National LightIndustry Council; China Plastics ProcessingIndustry Association; China Plastics MachineryIndustry Association; Guangdong Plastics IndustryAssociation; Messe Düesseldorf China Ltd; thePlastic Trade Association of Shanghai; and BeijingYazhan Exhibition Services Ltd. The event is alsosupported by various plastics and rubber associa-tions in China and abroad. n
Asia’s leading plastics event
Chinaplas
www.ChinaplasOnline.com
It is expected that more than 500 newexhibitors willjoin existingexhibitors, which have in turn expanded theirbooth areas.
62 Soft Drinks International – March 2013DEVELoPMEnTS
PackagingPush the button toheat the packAT the push of a button, consumers couldheat up the food or beverage inside theHeatGenie can without having to open thecontainer. According to the manufacturer, thepatent-pending can is safe and fully recyclableand features an inserted heating element atthe base.
Combining aluminium and silica, thethermo-mechanical device creates a chemicalreaction that produces a large amount ofheat and then stops once the fuel is spent.The HeatGenie makers say their can providesmore room for the product in a lighter, fully-recyclable package compared to previous selfheating technologies that involve mixingquicklime. Heating times are also four to sixtimes faster.
To activate, consumers simply press a but-ton at the bottom of the package. The com-mon, food-safe material within the heaterprovides high content energy and heat at a
A self heating can for beverages and soup hasbeen developed by Heat Genie in the USA.
controlled rate. The end result is a 10 oz por-tion of coffee, hot chocolate or soup heatedto 145°F in two minutes.
Recently the company announced plans toexpand and accelerate efforts to bring its selfheating technology to the market. It hassigned an addendum to the joint develop-ment agreement with packaging productssupplier Crown Holdings for beverage andsippable soup packaging. So far HeatGeniehas sold small quantities to the US Army andhas a memorandum of understanding withEnCanSol Capital Corporation to becomethe first licensed manufacturer.
Pure-Pak ‘first’ for FruitapeelFRUITAPEEL, one of the UK’s fastest grow-ing manufacturers of own label andbranded juices and smoothies, has part-nered with Elopak to launch the UK’s firstPure-Pak aseptic filling line for juice. At atime of continued economic difficulties inBritain, this is one company deliveringinvestment and growth.
“Until now, to fill aseptic juices in Pure-Pak cartons UK producers have had to goabroad adding to costs, logistics andincreasing carbon footprints,” explainsFruitapeel’s Managing Director Terry Haigh.“We are investing in technology fromElopak that enables the UK production ofaseptic juices and smoothies in Pure-Pakcartons and brings business back to Britain.”
An Elopak S-PS80 High Aseptic fillingmachine will be installed at Fruitapeel’smanufacturing site in Llantrisant, Wales, willprovide cartons in 1 litre, 750ml and 500mlsizes; this is in addition to the current ESL(Extended Shelf Life) format which pro-duces 1 and 2 litre and 250ml cartons.
“We have a good, established relation-ship with Elopak and they are supportingus by adapting the new machine to ourneeds plus shortening lead and installationtimes,” adds Haigh. “The machine has theflexibility to fill both aseptic and chilledproducts, enabling us to offer more capabil-ities to retailers and emerging brands.
“The machine can fill chilled juices withlonger life creating the opportunity forsmaller retailers to produce own labelranges. Current systems only allow for largechilled volumes with short shelf life whichcan lead to high wastage and logisticalnightmares for the smaller retailers. Thecapability with the new line, which hasincreased speeds of 40% compared toexisting chilled filling lines, can open up newmarkets for UK retail.”
The machine is configured with three fill-ing lanes as opposed to the one-lanemachines currently in operation. “Thismeans we can slow down production forincreased quality control inspection butmaintain the volumes,” says Haigh. “Thepost-filling cap application from Elopak forits Pure-Twist cap offers added quality andintegrity benefits, increasing life.”
Production began with the co-packing ofCracker Drinks juices and smoothies, whichwere previously produced in Germany.
Fruitapeel has partnered with Elopak to launchthe UK’s first Pure-Pak aseptic filling line for juice.
‘Eco-friendly’ HDPEmilk bottleEMBLEToN Hall Dairies, based in Wingate,County Durham in the UK is launching a new2 litre infini High Density Polyethylene(HDPE) recyclable milk bottle followingextensive market research. Designed by Nam-pak Plastics, one of the UK's leading plasticmilk bottle manufacturers, infini is an innova-tive next generation, eco-friendly bottle.
Infini has been designed to be light-weighted by up to 25% across the rangewithout compromising strength, resulting in aninitial weight reduction of 13% on the stan-dard 2 litre bottle (33g vs 38g). Research hasshown that customers like its design andretailers appreciate the combination ofrobustness and its environmental credentials.
When placed in the door of a fridge thehandle position makes it easier for the con-sumer to remove the infini bottle. The bottlesare made of HDPE and recycled HDPE(rHDPE). Every infini bottle contains up to15% rHDPE. This recycled content willincrease further in the future with a target ofup to 30% by 2015.
HDPE plastic milk bottles are 100% recy-clable in exactly the same way as a standardbottle. Also there is a carbon footprint savingover the standard bottle, resulting in approxi-mately 75% of the research panel expressingtheir preference for the infini bottle. The bot-tle achieved international industry recognition,picking up the top award in the 'Best DairyPackaging Innovation' category at the DairyInnovation Awards 2012, in addition to theWorld Packaging organisation 2013 WorldStar Award.
Commenting on its change to the bottle,Paul Thompson, Director of Embleton HallDairies said: “The design of milk poly bottleshas remained unchanged since we startedback in 1984, so we were very interestedwhen Nampak approached us with a newdesign, in response to growing customerrequests for a more environmentally friendlyform of packaging. That it improves bottlestrength and reduces leakage rates is a mas-sive bonus, and the results are good for bothour customers and the environment.”
Soft Drinks International – March 2013 63PACKAGING
‘World first’ for can endPoPSEAL LLC has developed PopSeal,which claims to be ‘the worlds first spillproof, self closing, self re-sealing, beveragecan end’. The PopSeal reduces the aluminumcontent in the can top, and is said to dra-matically improve customer experience andthe beverage can product life cycle.
It is completely recyclable using existingmethods: it uses 100% aluminum, and thereis no tab or throwaway part.
Cans using the technology have the sameprofile and dimensions as current technologycans so no change in packaging, shipping, or
Krones lands large contractsCoCA-CoLA Amatil is purposefully expand-ing its share of the Australian and Indonesianmarkets for its range of soft drinks. In recentyears, Coca-Cola Amatil has excelled not leastin steadily upsizing its production output bycontinually diversifying its portfolio. For thispurpose, dependable, high-performance, cost-efficient bottling lines have always been cru-cial.
In 2013, Coca-Cola Amatil will be installinga total of nine more PET filling monoblocsfrom Krones. These include two hotfillmonoblocs for bottling the sports drink Pow-erade and fruit juices for facilities in Australia,two CSD lines for Australia; a 54,000 bot-tles/hour water line and a 32,000 bottles/hourwater and CSD line for Indonesia; plus twoKosme filling monoblocs for Indonesia. Afterall the lines have been commissioned, Coca-Cola Amatil will be working with a total of 31blow-moulder/filler monoblocs from Krones.
Installations are also due for Krones equip-ment at other companies.
The mineral water company Dae Jeong isset to be the first beverage producer in
South Korea to put an ErgoBloc L into oper-ation. With this investment in sophisticatedtechnology, Dae Jeong aims to improve themarket positioning of its Sparkle Water brandand move forward into higher pricing seg-ments.
The new line will be used solely for fillinground 0.5 litre and 2 litre PET containerswith still water, at ratings of 36,000 and16,500 bottles/hour respectively. In themonobloc, the Contiform S 18 is fitted with aPET-View system for monitoring the blow-moulded containers by means of three cam-eras, and also with a preform sidewallinspection feature using another two camerasin the oven’s 180-deg curve, enabling anycrystalline damage to be identified during theprocess itself. This is complemented by a pre-form interior cleaning function and the pre-form feed unit.
The monobloc also integrates a Starmod-ule labeller with a Contiroll station for wrap-around labelling, and a Volumetric VoDM-PETfiller in a cleanroom, together with a Cascadeclosure feed. A Checkmat FE-MX then verifiesthe fill level using X-rays, and the label posi-tioning by means of camera technology. Afirst-time Krones client, Dae Jeong will becommissioning the ErgoBloc L in the first partof this year.
Krones’ ErgoBloc L will be installed at Dae Jeong mineral water plant in South Korea.
vending machine systems are required. It canbe manufactured on current can producingequipment
PopSeal LLC was formed to develop andlicense the revolutionary PopSeal next gen-eration aluminum can end and aluminum,plastic and bio-plastic bottle end.
The company’s US patent 8215513 wasgranted on 7th December last year. Andnow the World Patent Authority has foundthat the PCT international application isnovel and unique in all (16) claims. PopSealproved its concept working with NC StateUniversity's Integrated Manufacturing Sys-tems Engineering Institute, (IMSEI).
PopSeal is working with the AdvancedMetal-Forming Tribology lab of NC StateUniversity's College of Mechanical and Aero-
space Engineering as a parallel path to devel-opment of PopSeal's functional manufactur-ing proof of concept.
PopSeal, LLC has developed aluminiumtops to demonstrate the application and isworking on the parameters that allow man-ufacturing of PopSeal technology tops usingindustry standard equipment.
PopSeal claims to be ‘the worlds first spillproof, self closing, self re-sealing, beveragecan end’.
l According to new figures released byBeverage Can Makers Europe (BCME),which were compiled by Canadean, morethan 59 billion cans for soft drinks and beerwere produced in Europe in 2012. This is a3.7% increase on last year and the equiva-lent of two billion extra cans. The increasewas driven by strong performances in East-ern Europe where can fillings grew 5.7%,with Hungary, for example, increasing salesby nearly 28% driven by strong domesticgrowth in soft drinks. In Western Europegrowth was 3.2%, well above GDP growthin the region.
l At the height of the tension preceedingthe big trade fairs of the year – Drinktecand K – PETnology will open the PETArena 2013. The 16th PETnology Europeevent will take place at the same time asthe first two days of Drinktec.
Innovative materials, new technologiesand machine design, combined with sustain-able, economically viable packaging solu-tions, are shaping the future of the PETvalue chain.
The conference is aimed at executivesand managers from the fields of produc-tion, sales, procurement, corporate strategy,packaging, packaging design, R&D, marketing,sustainability and CSR.
l The Packaging Innovations show, held inBirmingham, UK in February this year,reported record attendance across the twodays, with 5,093 unique visitors attendingover the two days. Visitors included packag-ing buyers from major names suchas Marks & Spencer, Nestlé, Waitrose andKimberly-Clark.
The 2014 show will take place on 26thand 27th February and is expected to beeven bigger, as Alison Church, Event Direc-tor at easyFairs UK Ltd, commented: “Witha visitor increase of 12% on last year, and67% of exhibitors rebooking for next year’sshow onsite, we are in a great position totake the show to new heights in the com-ing year. We have exciting plans to developand build on the print area of the show, aswell as introduce a converting focus.”
The next event will be Packaging Innova-tions London taking place on 1st and 2ndoctober 2013 at the Business Design Cen-tre, Islignton.
In brief…
64 Soft Drinks International – March 2013
Environment
GREEN ISSUES
Container depositcase leads to pricedropCoCA-CoLA Amatil (CCA) moved quicklyto reduce the Northern Territory (NT)price of products in its portfolio followingthe Australian Federal Court’s declaration onan application by three beverage companiesthat challenged the legality of the NT’s con-tainer deposit scheme.
CCA, Schweppes and Lion sought a rulingon whether beverages in regulated contain-ers manufactured in New South Wales,queensland, South Australia, Victoria andWestern Australia could be lawfully sold inthe NT without the need to comply withcontainer deposit legislation. The court ruledin favour of the producers.
CCA claimed that the container depositscheme was unsuccessful, with only one outof every three containers sold being recy-cled – well below the national average.
The company said it supported recycling
Hong Kong consultationTHE Environment Bureau of Hong Kong isundertaking a three month public consulta-tion on the feasibility and desirability ofintroducing a mandatory producer respon-sibility scheme for glass beverage bottles.
K.S. Wong, Secretary for the Environ-ment, said that under the scheme the gov-ernment would appoint a contractor tocollect and recycle glass beverage bottles,charging producers a levy on each bottle –possibly HK$1 – to cover costs.
“We will determine the level of the recy-cling fee after completing the open tenderfor the contract taking into account thepolluter-pays principle,” he said.
He predicted the scheme would recoverabout 70% of bottles.
About 150 tonnes of waste glass bever-age bottles are disposed of in Hong Konglandfills daily. Wong said the plan wouldalleviate pressure on these landfills, makingit crucial in tackling the imminent wasteproblem.
Written submissions are due by 6th May.
Secretary Wong launches the glass bottleconsultation.
PETCo sets highgoalsSoUTH Africa’s PETCo recycling organisa-tion (www.petco.co.za), which is stronglysupported by the soft drinks production andretailing sectors, is working towards a signifi-cance increase in beverage container recy-cling this year.
PETCo’s Kea Nkitseng said that by thebeginning of the year about 42% of post-consumer beverage bottles were being col-lected. The aim is to boost this to 46%during 2013.
“The year 2012 proved to be a water-shed in PETCo’s development,” she said.“We partnered with local authorities,schools, PlasticsSA and NGos and helped tofacilitate the opening of 430 new PET recov-ery stations in South Africa.
“In 2013, we will continue to assist withthe establishment of more collection anddrop-off centres. We will also increase theawareness of PET recycling through our Cat-egory B Projects.”
Job creation is also one of PETCo’s aimsand achievements. “our 30 shareholdermembers and 48 associate members havecontributed to job creation and skills develop-ment,” said Kea Nkitseng. “PETCo has helpedto generate almost 26,000 income opportu-nities, reducing poverty across South Africa.”
South African recycling. Photo: PETCO.
Happy birthday toCollect-a-CanTHIS is the 20th anniversary year for theinnovative South African recycling enterpriseCollect-a-Can which is renowned for itsmulti-level competitions, educational pro-grammes and micro-job generation.
Collect-a-Can is run by ArcelorMittalSouth Africa and Nampak, employing up to
and was ready to work with the NT Gov-ernment and Keep Australia Beautiful toclean up all litter, not just drink containers.
“Under the current industry driven recy-cling schemes, Australia's packaging recyclingrate has increased from 39% in 2003 to63% in just eight years, said a spokesperson.
“CCA has invested A$450 million intotechnology to produce lightweight bottles,and in fact now makes the lightest-weightPET plastic bottles in the global Coca-Colasystem, which has enabled us to reduce thecarbon footprint of our PET packaging bymore than 20%.”
160,000 collectors (numbers vary, dependingon seasonal work and other factors).
The company is involved in many socialinitiatives across the country, finding differentways of educating young people about theimportance of not littering. Millions of schoolchildren from between 300 and 500 schoolsjoin the yearly competitions and workshopsthat Collect-a-Can hosts.
Collect-a-Can was also an integral force inestablishing Canvironment Week, an interna-tional awareness campaign launched in
South Africa by Nam-pak Bevcan thatrevolves around edu-cating people aboutthe value of cans andhow recyclable theyare.
And Collect-a-Can recently hostedNational Library Week in collaboration witha local radio station, promoting the value ofeducation, libraries and books in a countrywith a high rate of illiteracy.
Soft Drinks International – March 2013 65ENVIRONMENT
Drink it, Flatten itand Bin itGLAXoSMITHKLINE Consumer and TetraPak have teamed up in Nigeria to run aschool-based recycling campaign built aroundRibena packs.
Promoted as Drink it, Flatten it and Bin it,this involved setting up recycling bins in alarge number of schools around Lagos State,with school children taught about the advan-tages of recycling.
The payback to schools is in the form offurniture made from recycled packs.
“We are all responsible for our collectivefuture and as a brand that is focused onimproving the quality of human life, we seethe need to work with the young ones withthe hope to help them imbibe the right atti-tude towards our environment,” saidolawale Akanbi, Ribena Brand Manager forGSK Consumer in Nigeria.
Chidilim Menakaya of Tetra Pak West
Left to right: Adeola Fadipe of GSK, ChidilimMenakaya and Itunu Ogundepo from Tetra Pakand Ribena Brand Manager Olawale Akanbi.
Africa said the company was pleased to bepartnering with a brand such as Ribena,which provides good nutrition.
“It is our sincere hope that the partici-pants will, through this programme, learnenduring lessons about how to relate withthe environment and in the long run playtheir part in helping to protect what isgood – our environment,” she said.
In brief…
l Nestlé is celebrating its first wind energyproject in the world with the hosting of twowind turbines at its Nestlé Waters NorthAmerica (NWNA) bottling plant in Cabazon,California. The turbines will provide windpower for 30% of the facility where the com-pany produces its Arrowhead and NestléPure Life brand bottled waters.
“Hosting wind turbines at our bottlingplants is a critical step for Nestlé Waters tosupport the increased use of renewableenergy,” said Michael Washburn, Vice Presidentof Sustainability for NWNA. “This latest effortin conjunction with our partnership withFoundation Windpower is consistent with ourpractices to reduce our environmental foot-print.”
NWNA chose this location for its tur-bines, along the I-10 corridor in southernCalifornia, because of the high wind potential.The two 1.6 mW GE wind turbines inCabazon will produce an average of12,900,000 kW hours annually, powering theequivalent of 1,100 US homes. The projectwill also save 7,320 tons of Co2 emissions,offsetting the equivalent emissions from20,687 oil barrels and saving the equivalentof 1,897 acres of trees.
l Rexam, one of the leading global beveragecan makers, has announced its support of theAluminium Stewardship Initiative (ASI) todevelop a global standard for aluminium sus-tainability. Joining other large producers andconsumers of aluminium, Rexam’s action isanother example of its industry-leading com-mitment to sustainability.
Having an agreed sustainability standard willbuild credibility and confidence in aluminiumas a sustainable material against a backgroundwhere, increasingly, customers and consumerswant to know more about the provenance ofwhat they are buying. The standard will pro-vide a clearer oversight of where the alu-minium comes from and the sustainability ofthe production and transformation process.
Rexam’s Director of Group Sustainability,John Revess, said: “Aluminium is one of themost sustainable materials available, with 75%of aluminium ever produced still in use today,and therefore ideal for packaging. Creating asustainability standard for aluminium willdemonstrate how the industry is addressingmaterial stewardship and ensuring an ethicalsupply chain.”
Efficient treatmentat DPSTHIS month, Baswood Corporation, aprovider of advanced wastewater treatmentsystems, announced the start of full-scaleoperations of its BioViper biological pre-treat-ment system at the Dr Pepper SnappleGroup’s Houston bottling plant in the USA.
Using Baswood’s patented technologies, the BioViper delivers an energy efficient pre-treatment solution that significantly lowers thebiochemical oxygen demand (BoD) in thebottling facility’s effluent while supportingDPS’s environmental sustainability goals.
With digestion rates of 75% to 90%, theBaswood system provides a reduction in theplant’s organic loading, which allows DPS tominimise its burden on the city of Houstonwastewater treatment operations andincreases the city’s capacity to treat waste-water from other industrial customers.
The proprietary BioViper system requires
The Baswood wastewater treatment plant at DPS’s bottling plant in Houston.
40% less energy to operate than traditionaldigestion systems and 25% less energy thanother emerging technologies. In addition to asmaller carbon footprint, the BioViper occu-pies a small physical footprint, which enabledthe pre-treatment facility to be built withinthe existing DPS property boundaries. Themodular and scalable system can expand ifadditional capacity is required for the plant’sbottling operations.
“Baswood’s BioViper system reduces bothcost and our impact on the environment andpublic resources,” said Kendall Yorn, Senior VPof Manufacturing and Engineering for DPS.“Clean water is in everyone’s interest, and thisnew technology is a major step forward inour commitment to finding sustainable solu-tions that positively affect our community.”
The BioViper is based on the patentedAerobic/Anaerobic Integrated Media System(AIMS), which maximises biological treatmentefficiency, utilising Baswood’s Dry Cycle Aero-bic/Anaerobic Digestion (DCAD) technology.As wastewater passes through distinct treat-ment zones within the system, sequential
treatment results in accelerated digestion oforganic wastes, and is virtually odour free.
The Baswood technology was developedand patented by Paul Baskis, a microbiologistand inventor, who studied rivers and saw howbacteria worked in different aeration environ-ments. Based on these studies, Baskisdesigned an innovative approach to waste-water treatment that replicated the efficientand effective processes that occur in a naturalenvironment.
66 Soft Drinks International – March 2013GREEN ISSUES
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Transform Your Patch A NATIoNWIDE campaign run by drinksgiant Britvic and regeneration charityGroundwork UK to transform disused out-door spaces into community assets haspassed a major milestone.
The ‘Transform Your Patch’ campaign –through which each Britvic drink purchasedby customers translates into the reclamationof 1 sq cm of outdoor space by localGroundwork volunteer teams – has suc-ceeded in delivering more than 100 newneighbourhood facilities across the country.
Through the initiative, neglected outdoorspaces have been turned into footballpitches, skate parks, playgrounds and picnicareas and Britvic customers have played akey part in the regeneration efforts.
With other projects in the pipeline, theprogramme is ahead of target and – whencomplete – it is expected that more than170 communities will be enjoying newsports and leisure facilities.
The campaign has been supported bycelebrities including footballer Robby Savage,TV personality Denise Van outen, presenterEmma Willis and pop star Fazer, all of whomhave visited projects in their home areas.
Sir Tony Hawkhead CBE, Chief Executiveof Groundwork, said: “Transform Your Patchhas helped Britvic to engage its customers atthe very heart of its efforts to transformcommunities all over the UK, leaving a legacythat will go far beyond the lifespan of thecampaign itself.
“It’s a progressive example of a leadingconsumer brand working with a nationalcharity to deliver an effective CSR strategythat mobilises volunteers on the ground andchanges people’s lives in a very positive way.
“Groundwork is committed to transform-ing 1,000 outdoor spaces by 2015 and, bydeveloping strategic partnerships with organ-isations such as Britvic to deliver far-reachingcommunity green space initiatives, we movecloser to achieving this goal.”
Britvic GB Marketing Director, JonathanGatward, said: “The complementary expert-ise of the Britvic organisation and Ground-work as the UK’s leading social andenvironmental charity has proved an effec-tive partnership model which has met the
dual objectives of enabling positive changewithin communities while also strengtheningour portfolio of brands with customers.
“The variety of outdoor spaces trans-formed through Transform your Patch has
Stationer’s Park in London before (above) and after it was trasformed thanks to Britvic and charityGroundwork.
enabled each of our brands to support thecampaign in a meaningful way; for exampleMountain Dew purchases going towardstransformed Skate Parks and Pepsi Maxtransforming five-a-side football pitches.
Soft Drinks International – March 2013 67HUMAN RESOURCES
Human ResourcesAPPOINTMENTS
Clockwise from top left: Matthew Buckley, HeleD. Gayle, Pablo Biermayr and Mark Driscoll.
Salman Amin, Global Chief Marketing offi-cer at PepsiCo is to leave the company.Amin will become Chief operating officer,North America Markets, for SC Johnson, aleading maker of household brands. Aminwas with PepsiCo for 18 years, serving in avariety of positions, including: VP, Marketing -Pepsi-Cola International; Senior VP, Commer-cial operations - Frito-Lay International;Senior VP, New Platforms - PepsiCo; andChief Marketing officer - PepsiCo Interna-tional.
Mamma Chia, the organic food and bev-erage company that originated the Chiabeverage category, announces the appoint-ment of Matthew Buckley as its new Exec-utive Vice President of Sales and Marketing.With more than 25 years of experienceacross all classes of trade, Buckley has heldexecutive positions at PepsiCo, Naked Juiceand Evolution Fresh and now joins MammaChia after most recently leading sales forcause-driven Project 7.
The Coca-Cola Company has announcedthat Helene D. Gayle, has been nominatedto stand for election to the company’sBoard of Directors at its Annual Meeting ofShareowners in April. Dr. Gayle, 57, is Presi-dent and CEo of CARE USA, a leadinginternational humanitarian organisation
whose poverty fighting programmesreached approximately 122 million peoplelast year in 84 countries. An expert onhealth, global development and humanitarianissues, Dr. Gayle spent 20 years with theCenters for Disease Control.
Roland Ebert has been appointed Gen-eral Manager of Rani Refreshments. Hewas most recently General Manager of theCoca-Cola Innovation Company in theMENA region, with responsibility for thestrategic direction of still beverages as well
as for the development and commercialisa-tion of new concepts and products.
Dave Anderson has become Group Man-aging Director and Chief Financial officerfor Aujan Group Holding, while Tolga Sezer
has been named Chief Commercial officer.After decades of service, two Coca-Cola
directors are to retire. Don Keough, 86,who joined Coca-Cola in 1960, and JimmyWilliams, 79, a Director since 1979, bothannounced they will retire from the Coca-Cola Board this year. "It’s hard to imagineCoca-Cola without Don and Jimmy," saidCEo Muhtar Kent. "Many of our currentCoca-Cola leaders learned this businessunder Don, and I have personally benefitedfrom his guidance, mentorship and friend-ship for more than 30 years."
Microscan, a global technology leader inbarcode, machine vision and lighting solu-tions, announces the appointment of Juan
Pablo Biermayr as Sales Director Europe,Middle East and Africa (EMEA). Biermayrwill be responsible for the commercial oper-ations, including leading the team ofregional sales managers and the applicationsupport department.
Mark Driscoll, former Head of WWFsone Planet Food Programme will be joiningsustainability non-profit Forum for theFuture as its Head of Food. Forum for theFuture, established 16 years ago by PaulEkins, Sara Parkin and Jonathon Porritt,brings business, government and otherstogether to solve tricky sustainability chal-lenges across the food, energy and financesystems. Current food partners include Pep-siCo, M&S, Pret a Manger, Certis, Target,Unilever and Tata Global Beverages.
JAMBA Juice Company a leading healthy,active lifestyle company, has announced thecompany’s second National Hiring Day(NHD) initiative. Interviews will take place in100 stores across the USA. In 2012, Jambapledged to hire 2,500 summer youths andexceeded their pledge by nearly 300%, hiringclose to 6,000 nationwide.
In an effort to expand this year’s commit-ment, Jamba has tapped the support of itsfranchise store owners to illustrate howsmall businesses can play a significant role increating jobs through focused efforts and acollaborative commitment.
“We continue to be committed to help-
Juicy jobs for thesummer
ing our nation’s youth gain valuable skills andwork experience that will be critical to theirfuture career success,” said White. “This year,we are partnering with several key fran-chisees to illustrate the role that small busi-ness owners can play in helping to stimulatejob growth and the economy.
“When young people are given theopportunity to work over the summer, theylearn about careers, meet adults with lifeexperiences to share, and gain skills neededto enter the workforce,” said Assistant Sec-retary of Labor for Employment and TrainingJane oates. “We are delighted to see JambaJuice’s ongoing commitment to expandingemployment and mentoring opportunitiesfor young American workers.”
Jamba Juice is hiring young people for summerjobs to give them work experience.
IN Tetra Pak’s latest Voices of Innovationvideodcast, Paolo Scarabelli, ManagerEmbedded Solutions, Technologies & Serv-ice Products at Tetra Pak, discusses how theevolution of automation is driving biggerefficiency gains for customers.
Tetra Pak employs several hundred
Automation solutions
automation, IT, electronics and mechatronicsexperts who contribute to Tetra Pak’s inte-grated, system approach to automation,where it focuses on system performance,productivity, quality and cost effectiveness.
This is the fifth in the ‘Voices of Innova-tion’ video series. The videos, marking 60years of technological, social and environ-mental innovation, showcase the peoplewithin the company who have helped todeliver value to our customers over sixdecades of innovation.
Paolo Scarabelli, Manager EmbeddedSolutions, Tetra Pak.
68 Soft Drinks International – March 2013FROM THE PASTbeing done in some of the places wherethe Act was being enforced. The provi-sions of the Act should be enforced fromthe commencement and not from themiddle, for the main purpose of the Actwas that people should ‘exercise them-selves in duties of piety and true reli-gion’. Let all be compelled to do this.Further, the Court was not provided withthe necessary apparatus for carrying outthe Act, which provided that in the caseof distress for the non-payment of a fine,and a person had not sufficient goods tosatisfy the penalty, he must be place inthe stocks for two hours. But they had nostocks in which the offenders could beplaced.
Smuggling saccharin in clothes-wearA woman named Helen Kuira, who livesat Stoke Newington (London) was sus-pected by the customers’ officers, on herarrival from the contenent at theLiverpool-street station. She declaredthat she had no article liable for duty; butthe suspecious were justified. On exami-nation she was found to be wearing twolinen bags, containing seventeen poundsof saccharin, of the value of £22. TheAlderman at he Mainsion House Police-court remarked that the prisoner was evi-dently no novice at this sort of thing, andfined her £50, or in default three months’imprisonment.
toward an empire worth millions, andthen lost control to the stockholders ofLoft after a classic legal battle which last-ed forth-six days.
Today, one of the brilliant lawyers ofLoft v. Guth, Herbert Barnet is Presidentof Pepsi, and the company is in its newheadquarters at 500 Park Avenue – a glit-tering symbol of the progress, the accom-plishments, and the great future of thisgiant of the soft drinks industry.
Freeze brings price increaseIn response to the laws of that dismal sci-ence, economics, prices of quick frozenorange concentrate started upwards assoon as the news sped through that thebig December freeze in Florida had hitthe growers very badly.
The prices of unadvertised brandsleapt from $1.35 per dozen six-ounce sizeprior to the freeze, to $2.30 soon after thenews got around. A dollar a dozen up!The advertised brands went from about$1.65 per dozen to something in theregion of $2.67. And the retail pricesbounded accordingly. How things willsettle down is anybody’s guess but, to besure, prices will be far higher than theconsumer had a right to expect before thefreeze fell on Florida.
Will the consumer pay it? There is atendency among some processor toassume that she will. But some peoplehave doubts. n
Kingdom. The representatives to theChancellor led to his inviting a small del-egation to meet the Economic Secretary tothe Treasury on 20th February when ver-bal evidence was given in support of thewritten case.
‘Twelve Full Ounces’This book by Milward W. Martin tells thefascinating story of Pepsi-Cola. Theauthor is a senior Vice-President of thePepsi-Cola Company and the head of itslegal department. T
The story began in a small pharmacy inNew Bern, North Carolina, in the 1890s,when a young druggist named CalebBradham concocted a new beverage forhis customers. Today, ‘Brad’s Drink’ isknow throughout the world as Pepsi-Cola.
The personalities, the drama and theexcitement that are central to Americanbig business are all here in this vivid,revealing account of the Pepsi-Cola for-tunes. Bradham’s triumph was almostdestroyed by the gyrations of the sugarmarket after World War I, but the faithand enterprise of Roy C. Megargel keptthe company alive until 1931, whenCharles G. Guth, entrepreneur extraordi-nary and President of the candy companyLoft, Incorporated, opened one of themost incredible chapters in the compa-ny’s history. Colourful, complex anddynamic, Guth propelled Pepsi-Cola
Messrs R. White & Sons hoaxedMessrs R. White & Sons, of Camberwell,London, have been hoaxed, and that bythe anti-Suffragettes! The other day awhole host of London tradesmentreceived bogus orders to send vast quan-tities of goods to the London headquar-ters of the minitant suffragettes. Thesewere, for the post part, complied with,the the amazement of the Suffragettesthemselves and to the bitter chagrain ofthe disappointed and disconcertedtradesement. Among those so hoaxedwere, as we say, Messrs. White & Sons,who dispateched twenty gross of bottlesof potash water and a large consignmentof ginger-beer.
The anti-Sunday trading lawThe folly of seeking to enforce that anti-quated law of the pious King Charles theSecond – which certain extremeSabbatarians in certain towns haveadvised should be put into operationagainst shops vending mineral waters –
was admirably illustrated by a legal argu-ment before the Southport bench of mag-istrates.
It was pertinently argued that theenforement of the Act would not preventSunday trading. It might have the effect(said the learned pleader) of closing a fewsmall shops, but the bigger concernswould remain open and be content to paythe five shillings’ fine weekly, as was
Chancellor questioned on softdrinks taxThe drastic fall in sales of soft drinks lastyear resulting from the imposition of pur-chase tax has led to factory closures andalso to redundancy of the labour in manyfactories.
One leading manufacturer with facto-ries in several parts of the country hasreported a reduction of over 20% in hisproduction staff. His sales staff has notbeen affected to the same extent as yet butif the tax is not removed there willundoubtedly be further redundancies onthe sales side.
The alarm which exists within theindustry is evidenced by the fact thatover 200 Members of Parliament havebeen told by soft drinks manufacturers ofthe difficulties which are being experi-enced. This is quite apart from the repre-sentations which were made direct to theChancellor of the Exchequer by theNational Association in conjunction withother trade organisations representing theindustry throughout the United
Sourced from the SDI archive
100 Years AgoFrom the Mineral Water Trade Journal ofMarch 1913
50 Years AgoFrom the Soft Drinks Trade Journal ofMarch 1963
Soft Drinks International – March 2013 69EVENTS
Events Diary
14th – 16th
Vitafoods EuropePalexpoGenevaSwitzerlandwww.vitafoods.eu.com
19th – 22nd
Saudi Food, Hotel & Hospiatlity ArabiaJeddah Exhibition CentreJeddahSaudi Arabiawww.sfhh-arabia.com
20th – 23rd
ChinaplasChina Import Export Fair ComplexGuangzhouChinawww.chinaplasonline.com
21st – 22nd
The Beverage ForumThe ConradNew YorkUSAwww.beverageforum.com
JUNEJUNE4th – 6th
Total Processing & PackagingNational Exhibition CentreBirminghamUKwww.totalexhibition.com
11th – 14th
PackologyRimini FierraRiminiItalywww.packologyexpo.com
11th – 13th
AVEXNECBirminghamUKwww.avexshow.co.uk
25th – 27th
Fi Asia-ChinaShanghai New International Expo CentreShanghaiChinawww.events.ubm.com
30th – 2nd July
Drink Tech AfricaGallagher Convention CentreMidrandSouth Africawww.exhibitionsafrica.com
SAUDI ARABIA
SWITZERLAND
CHINA
USA
ITALY
CHINA
SOUTH AFRICA
UK
UK
26th – 27th
Vitafoods South AmericaTransamerica Expo Center (TEC)São PauloBrazilwww.vitafoodssouthamerica.com
APRILAPRIL9th – 10th
MDD ExpoPortes de VesaillesParisFrancewww.mdd-expo.com
24th – 27th
Intervitis InterfructaStuttgart MesseStuttgartGermanywww.intervitis-interfructa.de
29th – 1st May
ISBT BevTechHilton Fort Lauderdale MarinaFort LaurderdaleUSAwww.bevtech.org
MAYMAY7th – 9th
SIAL ChinaShanghai New International Expo CentreShanghaiChinawww.sialchina.com
BRAZIL
FRANCE
USA
CHIINA
GERMANY
MARCHMARCH4th – 6th
China DrinkChina Import Export Fair ComplexGuangzhouChinawww.china-drink.com
5th – 8th
Foodex JapanMakuhari MesseJapanwww3.jma.or.jp/foodex/en
12th – 15th
Ingredients RussiaPavilion 75MoscowRussiawww.ingred.ru
17th – 20th
IFE13ExCelLondonUKwww.ife.co.uk
17th – 20th
Pro2PacExCelLondonUKwww.pro2pac.co.uk
19th – 22nd
IMHXNECBirminghamUKwww.imhx.biz
CHINA
JAPAN
RUSSIA
UK
UK
UK
Send details of your trade event to: [email protected]
Buyers’ Guide70 Soft Drinks International – March 2013
DÖHLERGROUPRiedstrasse 7-964295 DarmstadtGermanyPhone +49 6151 306-0Fax +49 6151 [email protected]
COLOURS
BEVERAGE INNOVATION
Introducing The Colour
House
+44 161 886 3345 ddwcolour.com
+44 161 886 334ddwcolour.com
5
Contract Bottling
Closures COLOURS – CARAMEL
COLOURS – NATURAL
ESSENCE & FLAVOURS
The SDI Buyers’ Guide
is also available on line –
visit:
www.sofrinksinternational
Flooring
Ingredients
Delivering Your Imagination. Colouring Foodstuffs & Natural Colours
Sensient Food Colors Germany GmbHGeesthachter Str. 101 - 10521502 GeesthachtTel. +49 (0) 4152-8000 0 | Fax -5479 [email protected]
Beverage Centre of Excellence: Amsterdam, The Netherlands www.kerry.com
cellence:e of Exe CentrgaerravBelands The Netherdam,erAmst .comyrryer.kkerwww
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This size from just
£720 for 12 months
email:
advertising@
softdrinksinternational.com
The SDI Buyers’ GuideYour guide to products and services for the beverage industry
To reach buyers around the world email: [email protected]
Kanegrade Ltd, Ingredients House, Caxton Way, Stevenage, Herts SG1 2DF
United Kingdom
Tel: +44 (0)1438 742242Fax: +44 (0)1438 742311E-mail: [email protected]: www.kanegrade.com
Natural flavours for the food and beverage industry
Kanegrade Ltd, Ingredients House, Caxton Way, Stevenage, Herts SG1 2DF
United Kingdom
Tel: +44 (0)1438 742242Fax: +44 (0)1438 742311E-mail: [email protected]: www.kanegrade.com
Natural colours for the food and beverage industry
Buyers’ GuideSoft Drinks International – March 2013 71
The SDIBuyers’ Guide
To reach buyers around the world
email:advertising@
softdrinksinternational.com
FRUIT JUICE BLENDS
DÖHLERGROUPRiedstrasse 7-964295 DarmstadtGermanyPhone +49 6151 306-0Fax +49 6151 [email protected]
FRUIT JUICE CONCENTRATES Citrus, Tropical and Red
SPORTS DRINK INGREDIENTS
DÖHLERGROUPRiedstrasse 7-964295 DarmstadtGermanyPhone +49 6151 306-0Fax +49 6151 [email protected]
SWEETENERS – ASPARTAME
FRUIT JUICE CONCENTRATE AND EXTRACTS
Email: [email protected]
SWEETENERS
China’s leading manufacturer of ASPARTAME and SUCRALOSE
“Why not come direct?”Tel: +44 (0)1952 456 460Fax : +44 (0)1952 458 528E-mail : [email protected]
Website : www.niutang.com
Niutang UK Limited, Plaza 2, 5th Floor, Ironmasters Way, Telford, Shropshire, TF3 4NT
Quality . . . Integrity . . . Customer service
Welcome to our Business Unit Plantextrakt, one of the world’s leading manufacturers of:
Herbal & Fruit Extracts Tea Extracts Natural Tea Flavours
Plantextrakt GmbH & Co. KG | GermanyTel.: +49 9163 [email protected]
HERBAL EXTRACTS
BENEO-Palatinit GmbHPhone: +49 621 [email protected]
Palatinose™ The longer lasting energy
SWEETENERS – ISOMALTULOSE
The SDIBuyers’ Guide
- print and on-line
To reach buyers around the world
email:advertising@soft-
drinksinternational.com
Kanegrade Ltd, Ingredients House, Caxton Way, Stevenage, Herts SG1 2DF
United Kingdom
Tel: +44 (0)1438 742242Fax: +44 (0)1438 742311E-mail: [email protected]: www.kanegrade.com
Largest international supplier of citrus, tropical and red fruits in juice
concentrates, purées, NFC, blends and organic. Aseptic bag in box or drums.
Immediate delivery from stock
Buyers’ Guide72 Soft Drinks International – March 2013
To Advertise your
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PRODUCTS,SERVICES,AUCTIONS
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SYRUP ROOMSBLOW MOULDERSPET LINESGLASS AND CAN LINES
Tel : (+33) 320 93 66 71 - Fax : (+33) 320 92 80 74 [email protected] - www.wallart.fr
Harland Machine Systems
2 Michigan AvenueSalfordManchester M5 2GY
Tel: 0161 848 4800Fax: 0161 848 4830Website: WWW.harland-hms.co.ukEmail: [email protected]
LABELLING MACHINERY
Plant & Machinery
FILTERS
FILTER SYSTEMS
55450 Langenlonsheim, GermanyAn den Naheweisen 24
E Begerow GmbH & Co
Phone (+49) 6704 204 0Fax (+49) 6704 204 121http://www.begerow.come-mail:[email protected]
Together, we canobtain maximum performance & quality assurance.
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THE LEADING INTER-NATIONAL TRADE FAIR THAT
REALLY SHOWS EVERYTHING.As the only event of its kind in the world,
INTERVITIS INTERFRUCTA provides an overview of the technology of the complete process chain,
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INTERVITIS INTERFRUCTAInternational technology trade fair for wine, fruit, fruit juice and spirits
24 – 27 APRIL 2013MESSE STUTTGART www.intervitis-interfructa.de
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