SDI JUL09.qxd 22/7/09 17:07 Page A€¦ · tles of Evian natural mineral water were much in evidence for keeping players hydrat-ed. In 2007, then already the official bottled water

SDI JUL09.qxd 22/7/09 17:07 Page A

This is Michael at the heart of his forest. It is one of the places where our suppliers source wood for our paper-based cartons. We work closely with all our suppliers to ensure that our paper comes from responsibly managed forests, where new trees replace what has been harvested. As the industry leader, Tetra Pak works to protect what’s good for a better planet. Learn more about us at www.tetrapak.com

Tetra Pak is the world’s leading food processing and packaging solutions company.

Tetra Pak, and protects what s good are trademarks belonging to the Tetra Pak Group. www.tetrapak.com

2 Soft Drinks International – JULY 2009COMMENT

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 of it 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.

The UK has had its first heatwave of the year: temperatures in June soared to 32ºC (90ºF)resulting in the hottest, driest and sunniest month since July 2006; just the ray of sun-shine needed to lift the spirits of producers of soft drinks, particularly bottled waterproducts.

The impact that weather has on sales of soft drinks is fundamental: as temperaturesrise, people become dehydrated and thirsts need to be quenched. And arguably drink-ing bottled water from a chiller cabinet in a handy format is the most satisfying way ofslaking that thirst, as the recent Wimbledon lawn tennis championships demonstrated.

As temperatures rose and the tennis encounters stretched into epic five setters, bot-tles of Evian natural mineral water were much in evidence for keeping players hydrat-ed. In 2007, then already the official bottled water for the US Open and Australian Opentennis championships, Evian signed a five-year multimillion dollar deal withWimbledon.

So the British summer has kicked off on a positive weather note. Even if the remain-ing summer days prove a massive disappointment the industry has shown itselfresilient. After all, despite the two consecutively poor summers of 2007 and 2008 andthe financial impact of a global recession, UK sales and volume figures for 2008 heldup.

Twas ever thus, it could be argued. A similar scenario of inclement weather and eco-nomic bad times unrolled 100 years ago, as we discovered when sourcing this month'sFrom the Past page. In an article headed 'Parlous outlook' the 1909 correspondentbemoans ... “ when the outlook was more dreary, when the prospects were so fraughtwith financial trouble, and when so many makers were confronted with the menace ofill-fortune, and possible ruin. We had reared great hopes of the assurance of a glorioussummer.”

The summer of 1909, however, failed to deliver as the writer observed. “Nature hasn't played the game with us. We deserved better of her than howling winds in July,hurricanes of rain and cold spasms that knows no thirst.” (Full extract, page 48).

Outside the UK, however, a bigger weather picture is emerging. A number of factors– such as the delayed monsoon in India, the warming of seas around South America,droughts in Australia, Indonesia and the Philippines – are leading meteorologists toforecast that an El Nino is developing in the equatorial area of the Pacific.

If they are right, and if it should be a strong El Nino resulting in severe climaticchange, the phenomenon will be another weather concern for producers of soft drinks.It was only a little over 10 years ago that the particularly strong 1997-1998 El Ninobecame headline news. Then air temperatures rose by 1.5ºC , the consequences of themarked warming of sea currents became the central issue at the World MeteorologicalOrganisation meeting in August and warnings were issued of unusual and possibly cat-astrophic weather on a global scale.

A decade later, nature again might not be prepared to play the game.

Nature rules

Published byASAP Publishing Limited

EditorPhilip TappendenNews EditorAnnette Sessions

Correspondents:EUROPE

Gerard O’DwyerLubomír SedlákBernadette TournayASIA & PACIFIC

Kelvin KingT. C. MalhotraAMERICAS

Richard Davis

Market AnalystRichard CorbettScientific AdviserDiana Amor

Annual Subscription Rates (inc. postage)EU Member State: £100, €150Rest of World: £120, €180, $220Individual copies: £14, €21, $25

Subscription EnquiriesSoft Drinks InternationalPO Box 4173, Wimborne BH21 1YX, UKTel: +44 (0)1202 842222Fax: +44 (0)1202 848494E-mail: [email protected]

Editorial - NewsA & S Editors5 Gloucester Street,Faringdon, Oxon. SN7 7JA, UKTel: +44 (0)1367 241660E-mail: [email protected]

Editorial - FeaturesSoft Drinks InternationalPO Box 4173, Wimborne BH21 1YX, UKTel: +44 (0)1202 842222Fax: +44 (0)1202 848494E-mail: [email protected]

US Representative105 South Fifth StreetParis, Arkansas 72855, USATel: 00 1 479 963 6399Fax: 00 1 775 406 5643E-mail: [email protected]

Advertisement SalesSoft Drinks InternationalPO Box 4173, Wimborne BH21 1YX, UKTel: +44 (0)1202 842222Fax: +44 (0)1202 848494E-mail: [email protected]

© 2009 ASAP Publishing LimitedISSN - 1367 8302

www.softdrinksinternational.com

SDI JUL09.qxd 22/7/09 17:07 Page 2

Soft Drinks International – JULY 2009 1CONTENTS

Europe 4Africa 8Middle East 10Asia Pacific 12Americas 14Ingredients 16

Juices & Juice Drinks 20Energy & Sports 21Waters 23Carbonates 25

Packaging 42Environment 44People 46Events 47Bubbling Up 49

The Oldest Soft Drink 28The origins of the soft drinks industrycan be traced back to some bottledwater brands and packaged water willcontinue to play its part in futuregrowth, reports Richard Corbett.

Healthy, Yet Tasty 30Frutarom introduces its range of cleanlabel solutions for flavoured and functional waters.

Beverages Laid Bare 32Introducing its natural high perform-ance emulsifier, Q-Naturale, derivedfrom the South American quillaia tree,National Starch Food Innovation discusses how functional starchestake beverages to a new level.

‘Super-Load’ Starch 33Cargill offers a comprehansive rangeof emulsifying and texturising solutions for beverages and now introduces its new ‘super-load’ starch,Starrier, for liquids and oils.

news

regularsComment 2BSDA 18Science Monitor 19From The Past 48Buyers Guide 50Classified 53

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.


drinktec Preview 34Every four years, the beverage indus-try comes together for drinktec, thelargest global event of its kind. SDItakes an early look at what’s on offerthis year.

Packaging Innovation 38Product differentiation is what brandowners need, particularly during challenging economic times, andpackaging can play an important role,writes Dr Benjamin Punchard.

Making A Difference 40Gillian Wight discusses the importance of distinctive packagingsolutions.

Front Cover: © Reinhold Foeger (image from Bigstockphoto.com)

©M

esse

Mün

chen

SDI JUL09.qxd 23/7/09 10:43 Page 1

Soft Drinks International – JULY 2009

Late BulletinPepsiCo has created a new position within its research and

development unit. Jonathan McIntyre will become Senior Vice-President of R&D Global Beverages. McIntyre, who has a PhDin biochemistry, will lead the R&D beverage transformationagenda worldwide, PepsiCo said. He will be based at the com-pany's headquarters in Purchase, NY and will begin his newrole at the end of July.

The Australasian Bottled Water Institute has attacked theintroduction of a government ban on purchasing bottled waterin New South Wales. The trade body was responding to theannouncement by NSW Premier Nathan Rees that governmentdepartments in the state will only use tap water going forward."The domino effect of this decision on company owners, work-ers and families of local NSW bottlers, their suppliers andsmall business retailers who stock and sell the products couldbe devastating,” said the institute's CEO, Geoff Parker.

Pepsi Bottling Group has reported a near-7% drop in netsales for the first six months of 2009, but the bottler said thattrading beat its expectations. Net sales for the six months to theend of June fell to US$5.78billion. Operating profits fell by12% to $426million for the half, and by 12% in the secondquarter. But, net profits for the six months rose by nearly athird to $268million, largely due to a one-off tax gain. The softdrinks bottler said it remained confident on its full-year earn-ings.

Coca-Cola Enterprises has signed a deal with Capri Sun todistribute its namesake drinks brand across the Netherlands,Belgium and Luxembourg. CCE will take over marketing, dis-tribution and sales of Capri Sun, known locally as CapriSonne, from 1st January 2010. Switzerland-based Capri Suncurrently has a separate distributor in each of the countries,but these were not named.

Frucor Beverages, the Australasian drinks group owned byJapan's Suntory, has signed a deal to acquire New Zealand fruitdrinks firm Simply Squeezed Holdings. Frucor has sought NewZealand's Commerce Commission's permission to acquireSimply Squeezed, which owns its namesake brand, as well asSupreme Country, Bay Harvest and Allganics. A fee for thedeal was not disclosed.

PepsiCo and Pepsi Bottling Group are to invest US$1bil-lion in Russia over the next three years. PepsiCo and PBG alsoare planning "significant investments" to build a state-of-the-artwarehousing and distribution infrastructure for domestic sub-sidiary Lebedyansky's juice business. The new plant, inDomodedovo, near Moscow, will be the largest in PepsiCo'scurrent global system. The move will bring the two companies'total investment in Russia to $4billion.

Coca-Cola Hellenic Bottling Co has appointed DimitrisLois as its Chief Operating Officer. Lois is currently RegionalDirector at Coca-Cola Hellenic (CCHBC), responsible for severalmarkets, including Greece, Romania and Nigeria. He has heldthe role for two years, and prior to this was MD for Frigoglass.Reporting to CCHBC MD Doris Constantinou, Lois will beresponsible for all of the firm's regional business units, andwill take up the newly-created position from 1st August.

SDI JUL09.qxd 22/7/09 17:08 Page 3

4 Soft Drinks International – JULY 2009

Europe

INDUSTRY NEWS

Resilient performanceTHIS year's annual British Soft Drink Associ-ation (BSDA) Industry Lunch coincided withthe first year review of the associations' Sus-tainability Strategy. Speaking at the eventPaul Moody, BSDA President and ChiefExecutive of Britvic plc, highlighted theprogress the industry had made in terms ofits environmental record.

Moody informed soft drink leaders that,amongst a raft of initiatives, one membercompany plans to instal a wind turbinewhich will result in a 60% reduction in elec-tricity use. New chillers installed at anothercompany were HFC-free, leading to a 50%energy saving. There were advances in recy-cled PET; less waste was going to landfill, andmore being recycled. Packaging had becomelightweight with less use of shrink film andcompanies were making inroads into the tar-get of 20% reduction in water usage by2020.

Commenting on the industry's perform-ance in the current economic climate hesaid it had proved resilient and added: “The

confidence that our consumers have in ourproducts gives us the opportunity to inno-vate. The way in which tastes are changinggives us the need to do so. We are not justpart of the food and drink industry, we arealso in many ways one of the nation's cre-

ative industries. Design and invention are theheart of what we do. This relentless focuson innovation over the recent history of theindustry has been instrumental in mod-ernising the category and providing substan-tial choice for our consumers.”

Paul Moody left with Roger White, CEO of AG Barr and newly elected Vice-President of the BSDA.

Sales decline inconsumer slumpNORWAY's non-alcoholic beverages marketcontinued to lose ground in the first fourmonths of 2009, negatively impacted bydepressed sales, with a further decline fore-cast in the face of a downturn in Norway'sshort term economic outlook.

A beverages market sectoral report by theDepartment of Finance (DoF) has forecast amarginal improvement in the sales of bottledwater and soft drinks in the second half of2009. However, drinks companies are predict-ing a further dip in sales, with the prospect of

Iceland may raiseVAT on soft drinksTHE government of Iceland, in a revenueraising exercise intended to plug holes in theNordic nation's emergency budget, is consid-ering a proposal to raise taxes on 'high sugarcontent' soft drinks. The new proposal, whichstands as a collaborative effort between theMoF and the Department of Health (DoH),also aims to shift consumer sales to moreexpensive fruit-based drinks and bottledwater.

"We must meet the real challenges weface with higher taxation. This means thattaxes on alcohol, tobacco and fuel willincrease, but the burden is also on the gov-ernment to obtain additional taxes from theless obvious areas. By taxing high sugar-con-tent soft drinks we have the opportunity toboth raise monies and change consumerhabits, for the better," said Finance MinisterSteingrimur Sigfusson.

The taxes levied on alcohol in Iceland arebeing increased by 15%. However, the pro-posal is to raise VAT charged on high sugarcontent soft drinks by 5% to 10% in theautumn.The MoF expects the tax to raise anadditional €24 million over a full fiscal year.

Remove soft drinksfrom schools?FINLAND's National Institute for Healthand Welfare (NIHW) is pressing govern-ment to introduce legislation that compelslocal authorities to remove sugared softdrinks from kindergar ten and primaryschool lunch menus and diets in theirmunicipalities.

Moreover, the NIHW wants the govern-ment to require local authorities to replacesugared soft drinks with 'healthier substi-

sales lifting again during the first half of 2010.Figures released by NHO Mat & Drikke

(NHO), Norway's food and drinks industryfederation, reveal that soft drinks sales weredown 3.2% in the first four months, whilesales of bottled water were hit hardest, andslumped by 9.9% compared with the corre-sponding period last year.

"These are challenging times for alcoholand non-alcohol products in Norway. We allhope that the decline is temporary, but in thecase of soft drinks, the market is shifting tosugar-free drinks. The present cooling in salesis linked to the economic climate and lowerconsumer spending. We expect this situationto improve in 2010," said NHO's Administra-tive Director Knut Maroni.

tutes' that include milk, mineral water andnatural fruit juice products. The NIHS plansto meet with government ministers inAugust to discuss the basis for, and the pos-sible content of, new legislation.

"By allowing soft drinks on their schoolmenus, some local authorities risk being inviolation of the current health foods lawwhich requires them to offer school chil-dren healthy variety in lunches," said PekkaPuska, the NIHW's Director-General.

This legal requirement to offer school-going children "fully balanced meals" free ofsugared soft drinks, is not necessarily imple-mented in all municipalities, said Puska. www.softdrinksinternational.com

SDI JUL09.qxd 22/7/09 17:08 Page 4

“Without a doubt...THE exhibition!”

Stephen Rose, Hamlet Protein

Natural ingredients will run alongside Fi Europe

food ingREdiEnTS EuRoPE 2009ExHibiTion & confEREncE17–19 noVEMbER 2009fRAnKfuRT, gERMAnY

www.ingREdiEnTSnETwoRK.coM

Reduce bad and increase good – whether costs, sodium, sugars or fat: find ingredients that will solve the technical and business challenges you face

Meet suppliers from around the world – with over 90 countries represented, Fi Europe delivers you the ingredients world all under one roof

Learn about trends and developments – end-user R&D experts will showcase their latest developments at the Fi Europe and Ni 2009 Conference

Reformulate your product lines – over 1,100 exhibitors will be showcasing ingredients for every category, from beverages to bakery, dairy to confectionery, and all points in between

diScoVER THE fuTuRE of ingREdiEnTS...

2185 UBM Fi Europe visitor ad Soft Drinks Int. A4.indd 1 1/5/09 15:29:37

6 Soft Drinks International – JULY 2009EUROPE

Turkish facilityopenedCLOSURE manufacturer Silgan White CapEurope has opened a new dedicated salesand service office to serve the Turkish andsurrounding export markets. Based in Istan-bul and headed by Bülent Samli, a key focusfor the operation will be reliability and flexi-bility of supply. By being able to access thefull range of closures manufactured at thecompany's factories throughout Europe, Sil-gan White Cap Turkey says it will be able tooffer the widest choice of closure solutionsto meet different product specifications.

Turkish customers will also benefit fromSilgan White Cap Europe’s Total SystemSolution customer service, including help andadvice on closure materials and capping andsealing systems. All closures are manufac-tured to European and International stan-dards – including BRC, HACCP and ISO14001.

“We are combining local knowledge andsupport with efficient international manufac-turing to ensure our Turkish customers canaccess a huge choice of quality closures,

backed by the experience and technicalexpertise of a market leader,” said BülentSamli (pictured).

Energy investmentCZECH company Sweet Import, which dis-tributes the Hungarian energy drink Hell, isinvesting over Ckr10million in a new 2,000sq m logistics centre in the north Moraviantown of Koprivnice. Construction, accordingto its spokesman Ondrej Kopecky, will taketwo years.

Sweet Import (founded in 1993) sells inthe Czech Republic the classic version ofHell which has an energy value of 194 kJand also a sugar-free one with 10 kJ. Bothdrinks contain taurin, caffeine and variousvitamins and are supplied to the local retail

In brief…

● Pepsi Americas has installed a new glassbottling line for Toma Natura its table waterbrand at the company's plant in Teplice nadMetují. With this investment of almostCKr100million, the US company has entereda new segment of the local market as itbegins supplying the country’s hotels andrestaurants, said Randy Pankevicz, Vice-Presi-dent for Czech Republic, Hungary and Slo-vakia.

The line’s capacity is 75,000 litres of watera day with 18,000 bottles filled each hour.The Toma brand has been in Pepsi’s portfo-lio since year 2000.

● Cargill has started production at its newglycerine refinery in Frankfurt, Germany.Construction of the new plant, located adja-cent to Cargill’s existing biodiesel productionfacility in the Höchst Industrial Park, began inSeptember 2008 and was completed withinnine months.

The majority of the new refinery’s supplyof crude glycerine - a co-product of thebiodiesel production process - will comefrom Cargill’s biodiesel plant. In recent yearsthere has been an increase in demand forrefined glycerine.

Wider platform forpoint-of-use waterAT the recent AVEX show, the EuropeanVending Association announced a newalliance with the European Point-of-useDrinking Water Association (EPDWA).

The EPDWA, formed 10 years ago, hasmore than 150 members whilst the Euro-pean Vending Association represents 58companies and 19 national associationsfrom all aspects of the industry apart frompoint-of-use machines. The EVA says it has aproven track record of positively influencingEU policies on behalf of the vending indus-try and is offering the benefit of its experi-ence and lobbying networks in Brussels tothe EPDWA.

The EPDWA has been reviewing itsEuropean strategy in an effort to utilise the

successful formula that has been widelyadopted in the UK. It is believed that asmains fed units start to proliferate throughthe rest of Europe, the knowledge gainedby the association can be used as a bench-mark and template for other national gov-ernments, suppliers, distributors, as well asend users. The new partnership betweenthe two associations is seen as the startingpoint for getting this message acrossEurope.

James Anderton, Chairman of EPDWAstated that “the overlap between the twoassociations is simple; many vending solu-tions include the utilisation of a mains watersource, connection and even filtration.Therefore any future policy decision inthese areas would represent a similar issueto mains fed coolers providers. This agree-ment gives the EPDWA the platform toaccess to a wider membership and impor-tantly to the Brussels policy makers.”

Nestlé fundsresearchAS part of its commitment to sustainabledevelopment and creating shared value,Nestlé is co-funding a Chair in Bioplastics atEcole des Mines de Paris, which includes sixPhD theses. This research programme willstudy the properties of polymers derivedfrom renewable resources, as well as theirindustrial application.

Announcing the move Anne Roulin,Nestlé's Head of Global Packaging said:

“We consider that this is the beginning ofa new era of Bioplastics.Today we are just atthe start of a long journey in research anddevelopment, and a lot more scientific andtechnical work is required before we havematerials that are truly adapted to foodpackaging needs and can be used on a largescale.”

In addition to a financial contribution of€60,000 per year for five years, Nestlé willalso bring its experience in bioplastics andknowledge of packaging to this partnership.Nestlé says this new research programmecomplements existing partnerships withmaterial suppliers.

sector as well as to food service.Hell energy drinks, as Gabriela Jankovská

from Sweet Import told Soft Drinks Interna-tional, are manufactured in various EuropeanUnion member states by a Hungarian com-pany of the same name. “Its biggest sales, asfar as I know, are in its home country plus inRomania,” she added.

Subscribe today!call +44 (0)1202 842222

SDI JUL09.qxd 22/7/09 17:08 Page 6

Soft Drinks International – JULY 2009 7EUROPE

SDI JUL09.qxd 22/7/09 17:08 Page 7


Africa

INDUSTRY NEWS

Rwanda plantdelayedOPENING of the Inyange group’s new bev-erage plant at Masaka, Rwanda, has beenpostponed until September because ofdelays in installing the new productionequipment As reported earlier, Inyange hasinvested heavily in the complex, which is

Branded foosballtablesSOUTH Africa’s Foozi Gaming, whichplaces free-to-play foosball tables in keysocial gathering locations, boosted thetables’ appeal to advertisers through anextremely successful showing at this year’stwo Coke Zero Festivals.

As we reported, the festivals were heldin Johannesburg and Cape Town, drawingvery large crowds of young people.

After Foozi approached Coca-Cola withthe idea of placing 10 Coke Zero brandedfoosball tables at each festival, the com-pany’s experiential marketing experts wentahead with the design, branding and pro-duction of the tables, explained DamonFreeman who heads up the company undera number of zany titles. He explained thatthe company’s aim was to measure theresponse to the tables in a high traffic envi-ronment and to gauge the effects of con-centrated brand exposure.

“We also supplied two Foozi promotersto engage with consumers, get their detailsand enter them into a draw to win theirown Coke Zero Foozi table,” said Freeman.

Delta buysSchweppesZimbabwe stakeZIMBABWE’s Delta Beverages, a majorCoca-Cola bottler and brewer, has pur-chased a majority shareholding inSchweppes Zimbabwe but has not beensuccessful in gaining control of Mutare Bot-tling Company, a regional Coke bottler. TheSchweppes Zimbabwe deal brings one ofthe country’s best known drinks, MazoeOrange, into the Delta stable, along with anumber of other soft drinks.

A South African businessman boughtSchweppes Zimbabwe from Coca-Colaabout five years ago but the company latercame under government control. Delta’s rea-soning behind the Schweppes purchase wasa desire to focus more clearly on its corebeverage business.

In line with that, it has in recent monthsmade no secret of its desire to offload its40% stake in Ariston Holding, a diversifiedagricultural firm with extensive interests intea, coffee, fruit, nuts, flowers, fish, poultryand vegetable production and distribution.

As we explained at the time, Deltabought into Ariston – initially seeking a big-ger stake than the 40% it gained – in 2006,

partly to expand its activities in a volatilemarket but more particularly to gain a readysource of foreign exchange. Delta was thenhaving difficulty paying Coke for syrup con-centrate and acquiring other ingredients andpackaging sourced from outside Zimbabwe.

Delta no longer has major problems withaccess to foreign funds. For some weeks,speculation flew in Zimbabwe that Deltaand Econet Wireless, Zimbabwe’s toptelecommunications supplier, were in talks toachieve a sort of swap-buy deal whichwould see the Ariston shares going toEconet in exchange for Mutare Bottling, inwhich Econet obtained a major interest a

couple of years ago.Both sides were largely silent about this

possibility until Econet’s Chief Executive,Douglas Mboweni, said that not only was hiscompany not in a hurry to sell Mutare Bot-tling or any of its other assets, but it wasalso not especially interested in Ariston. Heacknowledged that Delta had raised thepossibility but said that others were alsointerested in Mutare Bottling.

Another possibility seems to be a man-agement buyout of Delta’s Ariston stake.While Mutare would have had synergies forDelta, it is also keen to raise cash to build anew bottling plant.

Unity Square, Harare, Zimbabwe.

“The results of placing our branded tablesat the Coke Zero festivals were far beyondour own expectations. An average of 4000

games was played at each festival, in thespace of 12 hours. That’s 400 games pertable.”

Of these, about 75% involved four play-ers while the remainder saw two playerscompeting against each other. That addedup to 14,000 two-minute exposures forCoke Zero over 10 Foozi tables, notedFreeman.

As well as players, some of whomenjoyed multiple games, a large and chang-ing crowd of spectators were exposeddirectly to the Coke Zero brand with nodistraction. Foozi positions its brandedfoosball tables in high-traffic bars, universi-ties, colleges, taverns, community centresand other social gathering areas.

about 20km from Kigali, the capital.When it moves into full operation, most

of the existing facilities at the currentGikondo plant will be moved to Masaka.

Inyange intends to not only increase out-put of its current juice, dairy and mineralwater lines but also to add long-life juicesand other new products. The companyplans to increase expor ts as well asenhancing its distribution system withinRwanda.

SDI JUL09.qxd 22/7/09 17:08 Page 8

● Blue, the Angolan soft drinks brand produced by Refriango,recently sponsored the third of a series of national music tours. TheRoad Show Blue 2009 featured popular female singer Ary and DJRenas. The promotion was a joint venture with the Nosso Supersupermarket group.

● Uganda’s embarrassment over the lack of quality certification formineral water brands, seen in particular when local producers wereunable to supply a major international gathering in the country, isbeing overcome by an accreditation programme undertaken by Qual-ity Austria. Aqua Sipi Mineral Water, produced by the MukwanoGroup, was the first to gain certification, along with another beveragein the same stable, Kyeko energy drink. A Mukwano executive saidrecently that the company intended to leverage its accreditation byincreasing production.

● Coca-Cola East and Central Africa sponsored 10 small tourismorganisations to take part in an e-tourism seminar in Kigali, Rwanda. Acompany executive explained that Coca-Cola recognised that newmedia was a very important communication channel.The seminar wasalso attended by students.

Soft Drinks International – JULY 2009 9AFRICA

PLANNING for the 2010 FIFA World Cupin South Africa has long factored in a pan-African approach, involving other football-mad countries on the continent. This will beaccelerated from September 2009 as thesolid gold trophy begins a two part tour ofAfrica, eventually covering all the continent’s

Look and feel goodBOOST Juice Bars and Minute Maid will be among beverage indus-try producers, suppliers, retailers and brands actively involved in theLook & Feel Good Expo, to be held in Johannesburg’s Coca-ColaDome from 9th - 11th October this year. Minute Maid will sponsorhealth and wellness workshops throughout the show.

Another prime sponsor is the SPAR retail chain, which has chosenthe expo as a showcase for its focus on health. With almost 800outlets around South Africa, SPAR is a major seller of healthy bever-ages.

“We are looking forward to bringing our visitors the best in prod-ucts and services for a holistic, natural, healthier and happier lifestyle,”said Heidi Warricker, the event Director. “Visitors will be given realtools to educate themselves on making positive and healthy choicesin their lives and for the environment.”

Get your beatCOCA-Cola is supporting the South African release of Beat energydrink with a mobisite promotion encouraging young consumers toproduce an amusing video clip showing how much they enjoy thenew product.The 30-second videos are required to be innovative andfunky, demonstrating the campaign’s pay-off line, ‘What would you doto get your beat?’.The videos are being uploaded on Beat’s WAP sitefor voting by mobile users.

“This is a really good example of a fully integrated campaign withkey digital elements that we believe is targeted and appropriate,” saidMarc Crerar of Ogilvie Interactive, which is partnering with Coca-Cola and Starfish Mobile on the campaign. “Our approach is to tapinto the youth that epitomise the Beat brand, utilising mobile in a cre-ative and breakthrough way.”

The ‘get your beat’ mobisite also contains video content, brandedwallpaper and animation that users can download. A refer-a-friendviral marketing element is also featured, with users able to win spotprizes for their input.

“By really driving the user-generated content angle hard, we arepromoting not only new site hits but also, very importantly, site re-vis-its and constant interaction,” said Starfish Mobile’s Renier Bester.

In brief…


SDI JUL09.qxd 22/7/09 17:08 Page 9

10 Soft Drinks International – JULY 2009INDUSTRY NEWS

Middle EastPepsi plant forJeddahSAUDI developer Modon has signed Pepsibottler Saudi Industrial Projects Company –sometimes known as Pepsi Cola Bugshan –as its first tenant in Jeddah 2nd IndustrialCity, a massive project to be undertaken intwo phases.

Modon has created and manages 18 suchindustrial cities, spread around the kingdom,and has five more in planning.

Signing the contract, Salim Bin AhmedBugshan, General Manager of Saudi IndustrialProjects Company, pointed out that thiswould be the largest industrial unit for Pep-siCo in the Middle East and Africa. Invest-ment in the project is close to 1 billionSaudi riyals. The company would, he said,transfer other operations to Riyadh.The newplant would produce a diverse range of bev-

Fanta sponsorsDubai festivalCOCA-Cola is one of the sponsors ofDubai Summer Surprises 2009, a massivefamily-oriented programme of activities,events and special offers orchestrated by theDubai Shopping Festival office. Like DSF, DSSdraws visitors to Dubai from throughout theMiddle East and further afield; both festivalsare marketed internationally.

DSS focuses on some of Dubai’s biggestshopping malls and also on Modhesh World,the largest indoor theme park in the MiddleEast. This is named for the DSS mascot.

“The transition of Modhesh Fun City intowhat is now known as Modhesh Worldmeant a massive shift in concept,” explainedLaila Suhail, Chief Executive of the DubaiShopping Festival organisation. “What wasearlier seen as a simple collage of rides,games and entertainment programmes hasevolved into a more cohesive theme parkexperience, where Modhesh takes an evenmore active role in promoting positive val-ues, clean fun and exciting learning activitiesfor children and their families.”

Coca-Cola has chosen Fanta as its keypromotional brand for DSS 2009. AntoineTayyar of Coca-Cola Middle East described

Arab Asian conferencePLANNING is under way for the Arab AsianBeverage Meeting which will be held from6th to 8th December this year in conjunc-tion with Dubai Drink Technology Expo. Theorganisers say AABM will discuss both tech-nical and business sides of the beverageindustry in the UAE, other GCC countriesand more widely in the Middle East, as wellas global trends.

Mazzik in JordanPEPSICO Jordan has fur ther leveragedPepsi’s global support for music through acampaign known as Mazzik.

Targeting young people’s talents in singingand playing instruments, this competition isstructured to create two bands, one forArab music and the other for western. Eachteam will be given the opportunity torecord their first song in Beirut, as well aswinning cash prizes.

Tuncer Akgun, General Manager of Pep-siCo Jordan, described the venture as “ahealthy programme for talents to expressthemselves through their unique musicalgifts. We are confident in the large talentpool that Jordan holds and we realise theimportance of supporting and encouragingthem to move forward.”

Bario in KSAPEPSICO has launched Bario, a new maltdrink, in Saudi Arabia. The beverage is aimedat younger drinkers and is offered in straw-berry, lemon, apple and pineapple flavourvariants.

“Besides the various benefits of maltdrink, Bario is an entirely new experienceand offers a unique high quality taste thatadds an exciting new dimension to friends’gatherings,” claimed Khaled Hammoud ofPepsiCo Middle East. “It’s the perfect drinkfor time-out refreshment and we are confi-dent that Bario will gain a big share of theSaudi market, driven by our marketing andadvertising plans.”

He explained that Bario was being pro-moted under the slogan ‘Give in’ and theintegrated TV, print and online advertisingcampaign was structured to reach largenumbers of young people.

PepsiCo had prepared for the launch ofBario with extensive market research, henoted. “Given the high rate of consumerpreference in comparison with competingproducts in the local market, along withmodern and subtle design of the packaging,we expect to win over a large share of maltdrink consumers in the kingdom.”

erages, including carbonated soft drinks,juices and waters, as well as packaging andother requirements.

Modon’s Director General, Tawfig binFawzan Alrabiah, signed the contract, notingthat Saudi Industrial Projects Companywould also be the first client for the centralcooling and water project being created byModon at Jeddah 2nd Industrial City. He saidthat hundreds of applications had beenreceived for the new development and thecompany was pleased at how rapidly it hadbeen able to start land allocation.

Modhesh World as “an inspired idea”. Coca-Cola chose to support DSS “after a lapse offour years,” he said, “because it falls in stepwith our new Open Happiness platformwhich embodies the Coca-Cola values ofpositivity, fun and taking time out during ourhectic day to appreciate life’s small, refreshingmoments”.

Coca-Cola was happy to add an extraflavour to the event, “reaching out to theUAE community with new activities, oppor-tunities and competitions to refresh theirsummer experience” . DSS 2009 runs until14th August, under a promotional banner of‘Surprising Dubai’.

“Our main focus is to develop this sectorand introduce modern technology that takesthe environment into consideration,” saidAhmed Al Banna, the organisation’s Secre-tary General.

Topics to be covered at the conferencewould, he explained, include “the UAE visionof the beverage industry, beverage tradevalue in the UAE, the future of the MiddleEast beverage industry, starting a business inthe UAE, access to UAE beverage importingand exporting regulations, positioning anddifferentiating your business in the Gulfregion, finding new opportunities in the chal-lenging economic climate, strategies to main-tain your business growth, the latestdevelopments and solutions in packaging,branding the product to the right market,recycling products and reducing productioncosts”.

Forum participants would meet worldexperts in many sectors of the beverageindustry.

SDI JUL09.qxd 22/7/09 17:08 Page 10

Soft Drinks International – JULY 2009 11MIDDLE EAST

Logistics improvementUNITED Beverage Company, the franchise bottlerfor Pepsi International in Kuwait, is enhancing itssupply chain processes based on an extensivestudy undertaken by SNS, a major provider ofsupply chain solutions in the Middle East. UBCholds about 75% of the carbonated soft drinksmarket in Kuwait and also exports to some otherGulf countries.

The SNS study not only reviewed current sup-

● Volvic mineral water supported aseries of school seminars in the UAEaimed at raising awareness of childobesity problems. Mayada Wahsh, Pro-gramme Officer for Unicef Gulf, saidthe seminars were intended “to edu-cate students about the high risks ofobesity and provide them with usefultips to stay healthy and fit”. The pro-gramme resulted in a significant boostin activities such as aerobics classes,with feedback from participants show-ing a pleasing awareness of healthyeating habits, including how to balancethe intake of food.

● Kraft Foods Middle East and Africareported that power brands such asTang powdered beverages performedwell in the first quarter, thanks partlyto regional investment. “Kraft Foodsproducts are household names in theregion, owing largely to our establishedpresence, which we have built up over50 years,” said Patrick Satamian,Regional Vice-President and AreaDirector. “With so much vested in ourconsumers, we have made strategicinvestments in the region, which havebeen yielding results and acceleratingour overall growth.”

● International Dairy and Juice, thejoint venture established earlier thisyear by PepsiCo (52 %) and the Saudidairy and juice giant Almarai (48%),has acquired the Egyptian firm ofBeyti, which is also known as the Inter-national Company for Agro-IndustrialProducts. This is a major dairy pro-ducer and distributor. Almarai is on theexpansion trail, with a substantialinvestment programme planned forthe next four years, both on its ownand within the IDJ joint venture. Its75% shareholding in the Jordanianjuice and dairy firm Teeba, which wereported earlier, is now held by IDJ.

● A novel food and beverage retailconcept has been launched in Dubaiby the hospitality division of LandmarkGroup. Gourmet Station presentsupmarket lines in the spirit of a tradi-tional food market – an esplanade ofcounters offers beverages, breads,meat, seafood, cheese, tea and coffee,prepared meals and other wares. Bev-erages include Voss artesian waterfrom Norway and England’s CottageDelight Single Estate Apple Juice.

In brief… ply chain processes at UBC but also at thecompany’s underlying infrastructure, detailingthe challenges and difficulties observed. Itincluded all warehouse operations andUBC’s IT systems.

The review’s objective was, explained SNSGeneral Manager Mario Ghosn, to providepotential solutions that would allow UBC toremove operational bottlenecks, optimise itssupply network and streamline its logisticsactivities. “We believe that this exercise hasresulted in a strong partnership betweenboth companies and laid the foundation fora fruitful future relationship,” he said.

To subscribe contactsubscriptions@

softdrinksinternational.com

SDI JUL09.qxd 22/7/09 17:08 Page 11

12 Soft Drinks International – JULY 2009INDUSTRY NEWS

Asia & Pacific

Out-Do YourselfFRASER & Neave Holdings, the Malaysia-based soft drinks, dairy and packaging giant,has built on the success of its inaugural Out-Do Yourself corporate responsibility initiative,naming a social worker, a housewife with apassion for recycling and a contract workerwho saved three children from a fire as thesecond group of award winners.

This comes at a time when F&N hasreported steady financial results and ispreparing for a measured withdrawal fromthe Coca-Cola bottling franchise, due forexpiry early next year. The group has longproduced brands outside the Coca-Colaportfolio and will be expanding these oper-ations in what company executives havereferred to as a challenge leading to a brightfuture.

The company’s revenue for the first halfof the current financial year, to 31st March,rose 1.3% while its operating profit grew by12.5% and would have been substantiallymore except that a one-off charge had tobe booked for closing a glass furnace inPetaling Jaya.

Tan Ang Meng said the company’sexpected sales revenue would continue tobe stable despite weak consumer spendingbecause F&N products were “daily necessi-ties and priced at affordable levels”. F&Nwould, he said, “continue to actively under-take various consumer-focused marketingand sales activities to stimulate demand andconsumption”.

Tan praised the three Out-Do Yourselfwinners: Wendy Yap Lee Cheng, whofounded Persatuan Rumah Caring Kajang to

Cereal-based beveragesFOODS Standards Australia New Zealandhas issued a fact sheet on cereal-based bev-erages, including rice and oat drinks. It saysthat consumers and caregivers should seekadvice from a dietitian or their doctor onthe correct use of cereal-based beverages,especially if they are to be drunk by chil-dren.

The fact sheet notes that the compositionof cereal-based beverages is different to thecomposition of milk. “Some cereal-basedbeverages now contain added protein. How-

Coke blitzes ChinaCOCA-Cola has made no secret of its dis-appointment in being blocked from acquir-ing Huiyuan Juice, a government decisionthat was watched with huge interest as asignal of takeover policies. But Coca-Colacertainly hasn’t missed a beat in the vastmarket, mounting a big promotion for itsMinute Maid brand and stepping up othermarketing effor ts. China is the secondbiggest market in the world for MinuteMaid, with more than 1 billion bottles soldlast year.

As reported, Coca-Cola announced ear-lier this year that it is planning further heavyinvestment in China over the next twoyears. Two new bottling plants, in XinjiangUygur Autonomous Region and JiangxiProvince, will become operational this year.

The company’s far-sighted developmentof an NPD research centre in Shanghai is

paying off, with one of its first successes– a white grape and aloe vera blend –highlighted in the current marketingcampaign.

In other Chinese market developments,Kirin Beverage has indicated that it intendsto cull its extensive beverage portfolio inChina by 10% to 20% over the next threeyears to focus on strong sellers, China haspublished a national standard for flavouringswhich has been forwarded to the WTO andis proposed to come into force in late Sep-tember, and Sunwin International Neu-traceuticals – a major producer of Chineseherbs and one of the world’s leading pro-ducers of stevia – has acquired Qufu Shen-gren Pharmaceutical Co.

“This acquisition is an important step for-ward for Sunwin as we build on our strate-gic partnership with Wild Flavours Inc,” saidcompany Chairman Laiwang Zhang. “Man-agement is committed to broadening ourstevia production capabilities and Qufu

Shengren will enable us to get there quicklyin a cost-effective manner.”

Andre Juice and Uni-President haveformed a joint venture, via wholly-ownedsubsidiaries, in Shandong Province. The newentity will produce and sell a wide range ofbeverages, including juices, teas, mineralwater and soy milk, as well as jelly andsome other food lines.

provide shelter to single parents, orphans,old people, drug addicts and the mentallychallenged; Chin Chu Lin who collects recy-clable items from her neighbourhood; andEn Hassan Kodiron who charged into hisneighbour’s burning house to save three chil-dren.

“More often than not as we go aboutwith the hustle and bustle of everyday life,we tend to lose sight of the simple thingsthat matter, such as looking out for oneanother as fellow Malaysians or reaching outwith a caring hand to those in need, or per-forming a selfless deed without expectinganything in return,” mused Tan.

The F&N Out-Do Yourself awards werecreated to recognise unsung heroes andheroines, he said. The awards are open toboth Malaysians and foreigners residing inMalaysia. Up to 12 people will be recognisedevery year.

ever, their protein content is still not equalto milk.”

FSANZ explains that “due to the lowprotein content of cereal-based beveragesand the risk of inadequate protein intake forchildren consuming these products, an advi-sory statement specific to these products isrequired”.

All cereal-based beverages with low pro-tein content must carry a warning on thelabel indicating that the product is not suit-able as a complete milk replacement forchildren under the age of 5 years.

Furthermore, says FSANZ, “a recent UKFood Standards Agency study on arsenic lev-els in rice drinks revealed that consumptionof rice drinks by toddlers and young childrenbetween 1 year and 41/2 years-old mayincrease their intake of inorganic arsenic”.

Arsenic levels in foods are required to bekept as low as reasonably possible – a max-imum of 1 mg/kg has been established in theAustralia New Zealand Food StandardsCode for total arsenics in cereals, includingrice.

“This finding reinforces the advice to onlyfeed children below the age of 5 with ricedrink when needed as a dairy or soyreplacement and as part of a nutritionallybalanced diet.”

The FSANZ fact sheet also stresses that“it is important to note that these productsare not suitable for those people allergic tothe cereal(s) from which the beverages arederived”.


SDI JUL09.qxd 22/7/09 17:08 Page 12

Soft Drinks International – JULY 2009 13ASIA & PACIFIC

Call for ‘agenda’THE Australian Food and Grocery Councilhas called for a national food and groceryagenda which would cover soft drinks inaddition to other FMCG lines. Kate Carnell,the council’s Chief Executive, suggested thatfederal, state and territory governmentsmust unite to fast-track a new policy menufor Australia’s A$70 billion food and groceryindustry.

The agenda was needed to “sustain theindustry’s long term future, protect thehealth of Australians and ensure futuregrowth and jobs,” she said. “The answerrequires a major U-turn in thinking andstrategic policy direction.”

Carnell said that for too long, legislationand responsibility relating to the food andgrocery sector had been scattered in a hap-hazard way between several federal govern-ment departments.

“There is no whole-of-government

China launchesPET flake facilityBEIJING Incom Resources Recovery Co hasmet the requirements of Chinese and inter-national quality standards accreditation and isnow producing bottle-grade flakes fromrecycled PET bottles. This had previously notbeen undertaken successfully in China on afull-scale commercial basis.

The company, which is located in theShunyi district of the capital city, is a leaderin the recycling of waste packaging. It wasprominent during the Beijing Olympics, recy-cling bottles from games venues.

In 2007, Beijing Incom Resources Recov-ery Co opened what was billed as theworld’s largest plastics recycling processingplant, built at a cost of around US$37.5 mil-lion.

Li Ping, Director of the Beijing MunicipalIndustry Promotion Bureau, was quoted inChina Daily at the time as claiming that theplant’s annual capacity equalled roughly athird of the city’s total plastic bottle waste,although that total was on the increase.

Yao Yaxiong, an Incom Resources Recov-ery Director, said the new food-grade recy-cled polyester flake production involveddeep cleansing and deep purification tech-niques which had been exhaustively testedby Chinese government agencies. A China

More fibre for BlissNESTLE Malaysia has improved its BlissYogurt Drink with the addition of inulin andhas revamped the beverage’s packaging tocelebrate the enhanced formulation.

Bliss, which is also available in a Light vari-ant, has until now been marketed withemphasis on its ABT (lactobacillus aci-dophilus bifidobacteria lactis and streptococ-cus thermophilus) live culture, presented ashelping “promote a healthy bacterial balanceand smoother intestinal function”.

The addition of inulin gives the range anadditional prebiotic value. Sullivan O’Carrollof Nestlé Malaysia said that inulin stimulates“the growth of good intestinal bacteria thatwill help consumers improve their guthealth. In addition to the benefits of inulin,we have also reduced the sugar content tohelp our consumers better manage theirdaily intake of total sugar.”

Packaging Federation executive said recentlythat China’s annual plastic bottle productionof around 3 million tonnes consumed 18million tonnes of crude oil. The new plant isexpected to bring significant savings inresource consumption as well as helpingovercome Beijing’s growing plastic wasteproblem.

approach to this industry which is Australia’sbiggest manufacturing sector, employingmore than 200,000 Australians. We need achampion around the cabinet table to pushour case and protect Australia’s future.”

Carnell pointed out that “if the food andgrocery industry suffers, everyone suffers –lives depend on both its existence andexcellence”.

SDI JUL09.qxd 22/7/09 17:08 Page 13


Americas

INDUSTRY NEWS

Sustainability atSunnyTHE Sunny Delight Beverages Co hasreleased its 2008 Inaugural SustainabilityReport highlighting the company's key eco-nomic, environmental and social sustainabil-ity goals.

"The passion our employees havedemonstrated for our sustainability effortshas been inspiring and has enabled us toreduce waste, energy, water, and theamount of plastic we use in our packaging,while producing more wholesome bever-ages than ever before," said SDBC Presi-dent and Chief Executive Officer Billy Cyr."We are proud of our accomplishments todate, but we recognise there is more to bedone on our sustainability journey and welook forward to challenging ourselves evenfurther."

The goals highlighted in the SustainabilityReport are to reduce the company's car-bon footprint, water and energy usage. Alsoto reduce packaging materials and increaserecycling content, with a goal of sendingzero waste to landfill by 2013. On a corpo-rate responsibility front the company says itwill enhance the wellness of its employeesand improve the communities in which itoperates.

Chief Sustainability Officer, Ellen Lobst,said, "We define sustainability as ensuring abetter quality of life for the people ourbrands touch - now and for generations tocome. This continual aspect of sustainabilityis why we are making it a way of life atSunny Delight."

Joint venture offersLatin AmericanexpansionPEPSIAMERICAS Inc and the CentralAmerica Beverage Corporation (CABC)have formed a joint venture to combinePepsiAmericas' Caribbean business, exclud-ing the Bahamas, with CABCs CentralAmerican operations, including Guatemala,Honduras, El Salvador and Nicaragua.

CABC, is a Guatemalan companyfounded in 1885 that was named anchorbottler for PepsiCo in Central America in1998. The company has been distributing,manufacturing and selling Pepsi-Cola prod-ucts since 1942 (the oldest franchise of

Pepsi in Latin America). It is the twelthlargest company in Central America withsales of $480 million in 2008.

In addition to the PepsiCo brands, thecombined business will produce and sell anexpanded product portfolio across theseterritories. Under the agreement, CABCwill control a majority 82% ownershipinterest, with PepsiAmericas controlling theremaining 18%. The two companies expectthe transaction to close most likely in thethird quarter. PepsiAmericas expects thistransaction will not materially impact itspreviously announced 2009 adjusted earn-ings per share outlook. The terms of thedeal were not disclosed.

"The combination of our Caribbean busi-ness with CABC provides the best strategicalternative to create value from this region,"said Robert C. Pohlad, Chairman and CEOof PepsiAmericas. "In addition to leveragingscale and expertise, we believe the forma-tion of this joint venture will allow us topar ticipate in the higher growth LatinAmerican markets where CABC currentlyoperates."

Lawsuit challengesNY Bottle BillTHE International Bottled Water Association(IBWA) has filed a lawsuit challenging theconstitutionality of newly-added provisionsof New York’s Returnable Container Act(RCA) – also known as the 'Bottle Bill'. Thesuit alleges that certain Bottle Bill provisionsadded as part of New York’s 2009-2010budget law improperly impedes interstatecommerce while violating IBWA members’equal protection and due process rights.Joining IBWA as plaintiffs in this lawsuit areNestlé Waters North America Inc and ThePolar Corporation.

The Bottle Bill, originally passed in 1982,is intended to encourage recycling and toreduce litter and waste. It requires con-sumers to pay a five cent deposit whenpurchasing certain bottled beverages andpermits consumers to obtain a refund ofthat deposit by returning the empty bottleto the retailer.

The Association strongly supports theBottle Bill’s goal of encouraging recyclingand environmental conservation and is notchallenging the deposit requirement or therecycling portions of the Bottle Bill. Rather,the IBWA lawsuit concerns the newlabelling requirements, unrealistic effectivedate and special exemptions granted to cer-tain IBWA members’ competitors in therecent Bottle Bill amendments.

Under the new Bottle Bill, all bottles cov-ered by the law must contain a special NewYork specific bar code. The law prohibitsbottles with that New York bar code frombeing sold in other states, even if thosestates’ laws would permit the sale. IBWAbelieves that the New York bar code

● Applied Vision Corporation, the Akron-based producer of machine vision inspec-tion systems, is a recipient of the 2009Leading Edge Award presented by theEntrepreneurs EDGE, an organisation dedi-cated to growth and development inNortheast Ohio. The award recognisesApplied Vision for its leadership in creatingeconomic value for the region with a 56%increase in pre-tax earnings and a 67%increase in employee compensation overthe past four years. This is Applied Vision'ssecond consecutive win.

● MeadWestvaco Corporation will close itsWilmington, NC, beverage packaging plantby August 2009. The closure is part of thecompany's accelerated strategic cost man-agement programme, announced in January2009. Key equipment from the Wilmingtonfacility will be relocated to MWV's Lanett,Atlanta, beverage packaging plant and pro-duction will be transferred to other MWVbeverage packaging plants. The companysaid its capacity to supply the beveragemarket will not be affected.

In brief…

requirement is unconstitutional because itcontrols commerce occurring in otherstates.

While the new Bottle Bill applies tonearly all forms of bottled water, includingflavoured water, vitamin water, and watercontaining artificial sweeteners, it creates anexception for bottled water products thathave sugar added. According to IBWA, thenew Bottle Bill gives no reason why waterwith sugar should not be covered by thelaw when all other forms of water are cov-ered. Indeed, the sugar water exceptionruns counter to the important environmen-tal goals of the Bottle Bill.

IBWA believes this arbitrary exception,which gives special preference to companiesthat sell sugar water products, violates theUS Constitution’s Equal Protection Clause.

IBWA also seeks a reasonable amount oftime for its members to comply with thenew Bottle Bill, which was set to take effecton 1st June 2009. The new Bottle Billimposes a number of different requirementson IBWA members, including the need todesign new product labels, register thoselabels with the State, implement a distribu-tion system that ensures New York-labelledbottles are offered for sale only in NewYork, and create a process to handleredemption of empty bottles by consumers.

IBWA said its members would be unableto prepare for all these complex require-ments in such a short time (less than 60days after the law was passed). The originallaw provided the soft drinks and beer indus-tries 15 months to comply with a far sim-pler system than the recently enactedchanges. IBWA has asked the court to pre-vent the new Bottle Bill from taking effectfor a reasonable period of time sufficient forits members to prepare for the law’s newrequirements.

SDI JUL09.qxd 22/7/09 17:08 Page 14

Soft Drinks International – JULY 2009 15AMERICAS

● High-caffeine carbonate Bawls Guaranawill now be carried by Tops Friendly Mar-kets, the 76-store grocery chain with loca-tions throughout Western and Central NewYork. The partnership with Tops Markets fol-lows the brand’s recent alliances with promi-nent New York Distributors Certo Bros andSanzo Distributing, as well as with UpstateNew York convenience chain Wilson Farmsand Manhattan-based Food Emporiumstores. “The addition of Tops to our distribu-tion base in Upstate New York solidifies ourefforts with our recently-developed networkof beer distributors in the region,” com-mented BAWLS Guarana VP of Sales SteveHudson.

● Venga functional infusions is to be distrib-uted in Florida through Fort Lauderdale-based Aqua Maestro. Currently, AquaMaestro operations service retail accounts,foodservice operators and distributorsthroughout Florida and across the UnitedStates.

Beverage Innovations Inc, makers of Vengafunctional infusions, TeaWAVE Smoothies,Tropics 100% Natural Infusions and IslandRose teas, and a leader in the premiumfunctional beverage market with customersin over 35 countries on five continents, willbe working with Aqua Maestro to ensurethe smooth transition for current customersand to help support the opening of new dis-tribution opportunties.

● Zevia, the first full line of stevia sweet-ened zero calorie natural diet sodas, hasgained a listing with Whole Foods Market inmore than 250 stores. “We’re very excitedto partner with such a well-respectedretailer like Whole Foods Market,” said ZeviaCo-Founder Derek Newman. “Consumerswant better, healthier soda options, andwe’re confident that our products will bepopular among natural and organic con-sumers who shop there. Especially thosewith health issues like diabetes and obesity.”

Zevia's range of natural carbonatesinclude Cola, Root Beer, Twist (lemon-lime),Orange, Black Cherry and Ginger Ale. Theycontain no artificial flavours, colours orprocessed sugar substitutes.

● Skinny Nutritional Corp, marketer anddistributor of Skinny Water, has entered intoan agreement with Ukrop’s Super Markets.Skinny Water will be available in all 27Ukrop’s locations beginning this month. Inaddition to nationwide authorisation at Tar-get, Skinny also has regional authorisationswith Acme Markets, Giant Food Supermar-kets and Shoppers Food & Pharmacy. Thetotal number of chain-authorised stores isnow over 2,200.

On shelf…

Further acquisitionfor PBGTHE Pepsi Bottling Group is set to acquireAb-Tex Beverage Ltd, the fifth in a series ofacquisitions since the beginning of 2008.With nearly 450 employees, Ab-Tex bottles,packages and distributes several leading bev-erage brands, including Pepsi-Cola, Dr Pep-per, Mountain Dew, 7UP, and Sunkist.

Headquartered in Abilene, Texas, Ab-Texoperates in 125 counties across centralTexas and has been owned and operated bythe Massey family for over 70 years.

“PBG has a great track record of creating

ABA takes issuewith pricing plansTHE American Beverage Association hasexpressed disappointment at the US Confer-ence of Mayors' passage of a resolution thatfunds a study to look at creating disparatepricing structures for sales of municipalwater for water bottling.

"The beverage industry is a strong sup-porter of municipal water systems," saidKevin Keane, Senior Vice-President of theAmerican Beverage Association. "Unfortu-nately, this resolution unfairly targets anindustry that is not only a minimal userwhen compared with other industries, butalready pays its fair share as a customer of

the municipal water supply." The ABA says the beverage industry is

committed to being a leader in responsiblewater management and ensuring a minimalenvironmental impact from the productionof its beverages. Further the associationstates that while water is a key ingredient inall its products, manufacturers’ facilities usevery little water compared to other indus-tries. (The beverage industry accounts forapproximately one gallon out of every 3,300gallons withdrawn from ground or surfacewater sources.)

"It is in all of our best interests to protectour nation's water resources, here andaround the globe," Keane said. "Our industryis committed to doing its part and it showsthrough our water conservation and effi-ciency efforts."

shareholder value through acquisitions ofwell-run independent bottlers, as they pro-vide access to regional growth markets andenhance both the efficiency and effectivenessof our go-to-market system. As the pace ofbottler consolidation in the US accelerates,we will continue to capitalise on opportuni-ties to expand our business,” said PBGChairman and Chief Executive Officer EricFoss.

“The Massey family and their outstandingemployees have played important roles inthe success of the Pepsi and Dr Pepper sys-tems in Texas for many years,” Foss contin-ued. “Adding Ab-Tex to the PBG family willfurther strengthen our business and positionus well for long term success.”

READY-to drink tea producer AriZona Bev-erages and Nestlé Waters North AmericaInc have created and launched AriZona TeaWaters. Commenting on the partnershipDon Vultaggio, Chairman of AriZona Bever-ages said, “We are not only excited aboutthis breakthrough new organic product, butwe are ecstatic to be partnering with the

Partners first project

leading bottler of natural spring water,Nestlé Waters North America.”

This new line of low-calorie, tea-infusedwaters is cer tified organic by the USDepartment of Agriculture (USDA) andcombines the antioxidant benefits of greentea with the hydration of natural springwater.

AriZona Tea Waters start with PolandSpring Brand Natural Spring Water fromspring sources in Maine, which is then com-bined with organic green tea, organic canejuice and fruit extracts.

“For generations,Poland Spring has offeredpeople healthful hydra-tion. For those whosometimes want theirwater with a twist offlavour, AriZona TeaWaters delivers a deli-cious variation. It’s a natu-ral fit, and we’re delightedthat Poland Spring is akey ingredient in thisunique organic tea-infusedwater,” said Tim Brown,Executive Vice-PresidentRetail Operations forNestlé Waters, which pro-duces Poland Spring. www.softdrinksinternational.com

SDI JUL09.qxd 22/7/09 17:08 Page 15


Ingredients

DEVELOPMENTS

Holistic healthcampaignOCEAN Spray’s Ingredient TechnologyGroup's new health marketing campaign forits cranberry ingredient portfolio highlightsthe nutritional profile of the North Ameri-can cranberry. The ‘One berry, Whole body’campaign promotes a holistic view of thecranberry’s role in improving wellbeing. Thecranberry is traditionally known for its partin preventing urinary tract infections, butemerging research suggests the fruit also hashealth potential throughout the body, includ-ing cardiovascular, immune, cellular, oral andgastrointestinal health.

These whole body benefits are derivedfrom the fruit’s dual antioxidant and antiad-hesion mechanism. Unique A-linked com-pounds called proanthocyanidins (PACs)prevent bacteria from adhering to cell wallsand remove the potential to cause infection,while the high antioxidant content helps fightfree-radicals that can damage cells through-out the body. With a rich combination ofother nutrients, such as fibre, vitamin C andquercetin, the cranberry offers a number ofdiverse health benefits.

Christina Khoo, PhD, Ocean Spray’s

Research Sciences Manager, presented ‘Oneberry, Whole body’ at this year’s Nutraconconference in Anaheim. “The cranberry’scomplex mixtures of polyphenols andunique Type A PACs means it is capable ofdelivering a wide range of health benefits,not limited to a specific area,” she com-

mented. “At a time when the industry islooking to ensure consumers are informedand not confused, the campaign is an impor-tant step forward.The cranberry has a lot tooffer, and with more research in the pipeline,we’re excited about what else we’ll dis-cover.”

Functional waterconceptsWILD has developed two new concepts forthe functional water category: activatingwater and tasteful water.

Activating water is a new near-water con-cept that provides energy to consumers intwo phases. The drink delivers a quick

energy kick from natural caffeine, green cof-fee beans and dextrose, and the combina-tion of fructose and fibre maintains energyover the long haul. Activating water isenriched with six vitamins and contains onlynatural flavours.

Tasteful water features 3% fruit juice. It isas clear as water and aimed at young, mod-ern consumers who value tasty, healthy

nutrition. A number of fruit taste combina-tions are available.

Both products are sweetened with Wild’sown natural fruit sweetener, Fruit Up. Thedrinks have a low glycemic index (GI) andtherefore keep blood sugar levels constant,delivering a consistent supply of energy tothe body. Natural flavours round out theconcept.

SDI JUL09.qxd 22/7/09 17:09 Page 16

Soft Drinks International – JULY 2009 17DEVELOPMENTS

French openingLEADING manufacturer of colourants, theGNT Group has opened a subsidiary inChampagne-au-Mont-d’Or, France. “As Euro-pean business activities - and French activi-ties in particular - have rapidly developedover the past few years, it stood to reasonfor GNT to expand business here inFrance,” said Baptiste Mattelin, ManagingDirector of GNT France.

An increasing numbers of food and bev-erage manufacturers are now using naturalalternatives to synthetic food colour addi-tives in response to changing consumerpreferences. GTN's Exberry colouring food-stuffs are made from edible fruits, vegetablesand plants.

The company says its success in colourdesign is underpinned by its commitment tocustomer support; precise shade matching

of existing products, accelerated stabilitytesting and professional development sup-port.

Weight managementproofA NEW independent study published thismonth, led by Dr Reimer from the Univer-sity of Calgary in Canada, shows for the firsttime in a human intervention study, thatsupplementation with oligofructose inde-pendently from any lifestyle change is ableto decrease body weight, primarily by loos-ing fat mass, and helps to manage caloricintake in overweight and obese adults.

The results add to earlier findings sup-porting the potential of inulin-type fructansin promoting body weight management. Aninvestigation has previously shown that sup-plementation of the diet of healthy adoles-cents with oligofructose-enriched inulin(OraftiSynergy1) during one year supportsappropriate development of body weightand body mass index (BMI) during thegrowing phase. Adolescents showed lowerbody fat mass when receiving OraftiSyn-ergy1, compared with the control group. Ina former human intervention study, theintake of oligofructose (OraftiP95) byhealthy adults resulted in a lower dailyenergy intake together with reported feel-ings of prolonged fullness and reducedhunger perception..

This new study (published in the AmericanJournal of Clinical Nutrition in April 2009),brings an understanding of the potential ofinulin/oligofructose in weight management. Ina randomised, double-blind, placebo-con-trolled trial, 48 overweight or obese healthyadults received either 21 grams/day ofoligofructose (OraftiP95) or maltodextrin

● Aspartame supplier Ajinomoto has pre-sented the 2008 Prix Ajinomoto to NicoleDarmon, Research Scientist at INSERM, theFrench public organisation dedicated to bio-logical, medical and public health research.The prize was awarded in recognition of DrDarmon's work investigating food and nutri-tion amongst disadvantaged populations, andthe nutrient profiling of food.

In brief…

(equicaloric amounts as a control).After 12 weeks, volunteers in the

oligofructose group experienced a significantreduction in body weight of 1.03 kg, whilethe control subjects gained 0.45 kg weight.The weight loss affected mainly body fatmass, in particular trunk fat mass.

The weight loss could be explained bythe lower energy intake observed in sub-jects in the oligofructose group. The authors

fur ther found effects of the intake ofoligofructose on postprandial blood glucoseand insulin responses prior and after theintervention period, indicating an improve-ment of glucose regulation.

As the subjects did not modify theirphysical activity or dietary habits, theobserved results concerning body weight,fat mass and caloric intake were attributedto the oligofructose supplementation.

To renew your subscription email:[email protected]

SDI JUL09.qxd 22/7/09 17:09 Page 17

BSDA 2009 Training Programme

A three-day residential course which provides an in-depth introduction to the technical and scientific aspects of soft drinks manufacture. Course topics include:

basic microbiologywater quality and treatment, carbonation and filling, fruit juice and bottled water production, ingredients and flavourings primary and secondary packaging.

Fees include accomodation, meals and tuition fees and comprehensive course notes.

Fees: Manufacturing/Factor/Franchisor members: £1005; Associate members (includes Beverage Council of Ireland): £1315; Non-members (UK & Overseas): £1725

••••••

A two-day, non-residential workshop delivered by Reading Scientific Services Limited, for those involved in microbiological examination.

A mixture of lectures and practical sessions, this workshop provides an introduction to spoilage, pathogenic and beneficial micro-organisms of significance to the soft drinks industry.

Attendance on this course will ensure that participants understand what is involved in microbiological examination of samples, the significance of laboratory results and what action may be necessary to control the growth of particular organisms.

Fees: Manufacturing/Factor/Franchisor members: tbc; Associate members (includes Beverage Council of Ireland): tbc; Non-members (UK & Overseas): tbc

A two-day, non-residential workshop on implementing and applying HACCP principles to the manufacture of soft drinks, fruit juices and bottled waters. If you are involved in the quality and safety assurance of soft drinks, fruit juice and bottled water production, then this course is an essential requirement.

Delegates will sit the Royal Society for Public Health’s Intermediate Certificate in Applied HACCP Principles examination. Tuition is delivered by Dialog, leading trainers in hygiene in soft drinks manufacture.

The course fee includes tuition, course notes and meals for the duration of the course but does not include the RSPH examination fee.

Fees: Manufacturing/Factor/Franchisor members: £615; Associate members (includes Beverage Council of Ireland): £715; Non-members (UK & Overseas): £875; RSPH Exam Fee: £45

A five day residential course for aspiring in-house food safety trainers. Delegates will learn and understand:

all aspects of food hygiene how to maintain standards of hygieneto improve and develop personal skills as trainers to use and deliver the BSDA Food Safety Training Package

Successful course delegates will receive a RSPH Level 3 Award in Food Hygiene and Safety and undertake an assessment leading to an RSPH accredited certificate in Group Training Skills. Tuition is delivered by Dialog. The course fee includes accomodation, meals, tuition, course notes and examination fees.

Fees: Manufacturing/Factor/Franchising members: £1700; Associate members (includes Beverage Council of Ireland): £2010; Non-members (UK & Overseas): £2320

••••

To request further information on any of these training courses or to book a place, please contact:The Training Department

BSDA, 20/22 Stukeley Street, London WC2B 5LRTel: 020 7430 0356 Fax: 020 7400 3711

Email: [email protected] Web: www.britishsoftdrinks.com

The British Soft Drinks Association is the national trade association representing the UK manufacturers and producers of fruit juices, soft drinks and bottled waters. All our training courses are sector specific which means you get training tailored to your business needs.

Manufacturing Soft Drinks Today 17-19 March 2009 & 17-19 November 2009

Introduction to Basic MicrobiologyJanuary & September 2009 (dates tbc)

Hazard Analysis of Critical Control Points (HACCP) Workshop

15-16 April 2009 & 23-24 September 2009

Food Safety in Soft Drinks Today ‘Train the Trainer’

16-20 March 2009 & 16-20 November 2009

Soft Drinks International – JULY 2009 19RESEARCH

Low-fat chocolate milk good afterexerciseIN A very small, double blind study, byGilson et al. from James MadisonUniversity, 13 male college soccer playersundertook normal training for one week.Then daily for the next four days, afterintense training they were given either alow-fat chocolate milk or a high carbohy-drate recovery beverage. After a two weekwashout period, the soccer players wentthrough a second week of normal trainingfollowed by the four day period of intensetraining, but swapped the drink they weregiven. Prior to the intense training, at day2 and day 4, tests were carried out on thesubjects to evaluate the levels of markersof muscle recovery.

Results showed there were no differ-ences between the low fat chocolate milkand the special high carbohydrate recov-ery beverage on soccer-specific perform-ance tests, ratings of muscle soreness,mental and physical fatigue and othermeasures of muscle strength. However,after four days of intense exercise, whencomparing the effects of consuming thechocolate milk with the recovery beverage,the data showed that the subjects had sig-nificantly lower levels of creatine kinase,when they had consumed the chocolatemilk than when they had consumed therecovery beverage. Elevated levels of crea-tine kinase are an indicator of muscledamage.

In a summary in Eurekalert.org theauthors claim that the results of the studyindicate that low-fat chocolate milk iseffective in the recovery and repair of mus-cles after intense training for competitivesoccer players. It also adds to a growingbody of evidence suggesting milkmay be just as effective as somecommercial sports drinks inhelping athletes recover andrehydrate.

Chocolate milk has the advantage ofadditional nutrients not found in most tra-ditional sports drinks. Studies suggest thatwhen consumed after exercise, milk's mixof high-quality protein and carbohydratescan help refuel exhausted muscles. Milkalso provides fluids for rehydration andminerals like calcium, potassium andmagnesium that both recreational exercis-ers and elite athletes need to replace afterstrenuous activity. (No particular mentionis made of the fact that chocolate is aningredient of the milk).

Preserving orange juice with chitosanTHERE are already a number of scientificpapers exploring the efficacy of both lowand high molecular weight chitosans inacting as a natural preservative in food anddrink products. In an article in InnovativeFood Science and Emerging TechnologiesAna B. Martin-Diana and colleagues at theDublin Institute of Technology, Ireland,describe their experiments to find out ifchitosan would be an effective preserva-tive for orange juice.

Chitosan is obtained by deacetylation ofchitin and is a non-digestible oligosac-

charide which is the main componentof the cell walls of fungi, and the

exoskeletons of insects and crustaceans. Itis one of the most abundant organic mate-rials.

Fresh orange juice samples were pre-pared using Spanish Navelina andValencia oranges. The freshly squeezedjuice was strained to remove pulp andseeds and the strained juiced was immedi-ately homogenised and mixed with chi-tosan at concentrations between 0 and 2g/litre. The juice was then stored at 4oC insterilised, opaque polyethylene containersand examined for a range of microbiologi-cal and quality parameters including pH,total soluble solids, colour, enzymic andnon-enzymic browning, turbidity, viscosi-ty and aerobic plate counts. Ascorbic acid,carotenoid content and pectinmethylesterase activity were also deter-mined and sensory analysis carried out bytrained panelists.

There was a significant reduction inflavour quality and general acceptabilityas the concentration of chitosan increased.Bitterness, in particular, increased.However, panelists also reported that pas-teurisation negatively affected the flavourof the orange juice samples. Concent-rations of chitosan at 0 - 0.8 g/litre did notaffect the ascorbic acid content of thejuice, but the higher chitosan concentra-tions did lead to a reduction in ascorbicacid content, probably through sequestra-tion. Chitosan did not protect carotenoidsfrom oxidation and these decreased in thesame manner for all samples as storagetime increased.

The chitosan at concentrations up to1g/litre reduced the bacterial aerobic platecounts by 1 log, with no further reductionbeing achieved by using up to 2g/litre.Chitosan increased the ‘yellowness’ andreduced the browning of the orange juicesamples.

Overall, the study recommends the useof chitosan at concentrations up to 1 g/litreto extend orange juice quality and pre-serve ascorbic acid and carotenoids duringthe storage of fresh orange juice. (Martin-Diana et al., Innovative Food Science &Emerging Technologies, in press, doi:10.1016/ j.ifset.2009.05.003).

Excessive cola consumption cancause muscle problemsACCORDING to a review published in theInternational Journal of Clinical Practice(http://www3.interscience.wiley.com/journal/122384349/abstract) by researchersfrom the Univeristy of loannina, drinkingexcessive amounts of cola per day cancause a chronic depletion of potassium,leading to muscle weakness and evenparalysis. Since 1994 Elisaf et al. state thatthere have been six reports of colainduced potassium deficiency.Consumption of cola ranged from 2 to 9litres per day. However after the discon-tinuation of cola ingestion and the oral orintravenous supplementation of potassi-um patients recovered.

Science Monitor

A monthlyupdate fromDiana Amor,ScientificEditor Food e-news.Reading Scientific Services Ltd.

SDI JUL09.qxd 22/7/09 17:09 Page 19

20 Soft Drinks International – JULY 2009PRODUCTS

Juices & Juice Drinks

FINLAND Organic oat smoothie Yosa hasbeen awarded Food Product of the Year2009 at the annual Finnish Food Congressheld in Helsinki this May. Developed byBioferme, a Finnish oat specialist famous forits fermentation technology,. Yosa is the first

smoothie to focuson digestion, pro-vide a long-lastingfeeling of satietyand boost thebody’s immune sys-tem.

First launched inFinland in Spring2009, the smoothiehas now also beenintroduced in Swe-

For childrenUK The Feel Good Drinks Company hasintroduced a range of 100% natural juicedrinks for children. Called Feel Good Kids,the drinks come in a new, child friendly,180ml Tetra Wedge pack format. The drinksare made from 100% natural ingredients,with no added sugar and are blended fromtwo-thirds juice and one-third water. Thereare two flavours - Orange, Pineapple +Banana and Blackcurrant, Apple + Grape.

The packs' brightly coloured designsinclude a 'how do you doodle' feature, invit-ing children to send in their own Feel Good

doodles to appearon pack.

Speaking aboutthe range, DaveWallwork, ManagingDirector and co-founder said: “Weare really excitedabout this newpack format which

we’ve already secured some awesome distri-bution for. Our Feel Good Kids drinks are allabout offering the healthy, fruity goodnessand hydration that parents are looking for,but the great taste and fun that makes kidsfeel good.”

Mixed upUK 'Seriously Mixed Up Fruit' is thestrapline of new advertising for Vimto, spear-heading the £5million relaunch of the drink.It represents a 25% increase in the com-pany’s marketing investment from last yearand replaces the previous campaign, ‘Shlurplethe Purple”, which had run since 2004.

Emma Hunt, Senior Brand Manager atVimto, said, “This campaign will engage anew teen audience for Vimto and we’rereally excited about unlocking this potentialfor the brand. The idea of 'Seriously Mixed

Up Fruit' is based on a core product truthand very much in tune with the audience. Ithas enabled us to explore a whole host ofnew creative and media opportunities, whilstbuilding on the core brand strengths thathave helped us to grow three times fasterthan the market.”

The new advertisement is being sup-ported by digital marketing to driveteenagers to a new Vimto website. A num-ber of virals and other initiatives are under-stood to be in production with the aim ofdriving consumer trial.

The Vimto brand is currently worth£35.5million and growing at a rate of 5.8%moving annual total.

Less caloriesUSA Odwalla has introduced Light Lemon-ade and Light Limeade which, with 50 calo-ries per serving, have half the calories andsugar of regular lemonades and limeades.

The drinks combine pure-squeezed juiceand Truvia natural sweetener, to make whatOdwalla claims to be the only premiumjuice maker in the US to offer a lightlemonade and a light limeade using an all-natural non-caloric sweetener.

“They are Odwalla’smodern-day twist on thebeloved front-porch clas-sics,” said Jason Dolenga,Brand Manager, OdwallaInc. “We think that offer-ing these summer stand-bys with half the calorieswill help make the seasontwice as fun.”

Each bottle of newLight Lemonade and LightLimeade contains 100%of the recommendeddaily value of vitamins Cand E. Like all Odwallaproducts, they contain noartificial flavours, colours or preservatives.

They are available in 450ml recyclableplastic bottles.

Birthday promotionUAE Al Ain Mineral Water has got its pro-duction and marketing of Capri-Sun Juice inthe United Arab Emirates off to a high-pro-file start with an SMS-based family promo-tion under the banner of ‘Happy Birthday’.

This reflects the brand’s 40th birthday.The promotion mechanic centres on uniquenumbers within 10 packs of Capri-Sun.Three prizes of family holidays in France,featuring a Parisian amusement park and fly-ing Emirates Airlines, have helped boostconsumer interest in the initiative.

“We are honoured to lock arms withCapri-Sun in this milestone year and lookforward to establishing this partnership as ahuge success in the region,” said FasahatBeg, Al Ain Mineral Water Company’s Gen-eral Manager.

Product of the year den and Germany. Yosa smoothies are avail-able in two organic varieties: Mango-Vanillaand Raspberry-Red Current.

“Yosa smoothies have more than 10 yearsof research work behind them”, explainedMerja Scharlin of Bioferme. ”We haveteamed up with top-notch research insti-tutes to create unique, health-enhancingstrains of probiotic bacteria. Studies showthat the probiotics which we use in Yosapromote gut health and enhance the body’simmune system.”

Yosa combines oatmeal, fresh fruits andberries with probiotic bacteria strains which-have been scientifically demonstrated to pro-mote gut heath. All Yosa products are totallyfree from dairy and soy ingredients and aretherefore suited also for vegetarians andvegans or persons who suffer from milk orsoy allergies. Yosa smoothies are producedfrom organic ingredients only.

SDI JUL09.qxd 22/7/09 17:09 Page 20

Soft Drinks International – JULY 2009 21

Energy & Sports Drinks

PRODUCTS

Send your news to:news@

softdrinksinternational.com

Gatorade supportUK Britvic and PepsiCo have launched a£2million national TV and press campaignfor Gatorade.

The ‘we love sweat’ campaign has beendesigned to capture the emotion felt byathletes when they give their all duringsport and exercise. The TV creative illus-trates a man running whilst describing thatsweat brought on by exercise representshis achievement. The advertisment commu-nicates that Gatorade replaces everythingyou lose in sweat whilst refuelling yourmuscles without the addition of artificialsweeteners, colours, flavours and with nopreservatives.

Supporting the TV advertising is a presscampaign that features everyday athletes, aswell as sporting icons such as Kaka (InterMilan & Brazil), Usain Bolt (100m OlympicChampion) and Delon Armitage (EnglandRugby), all showing that sweat representstheir effort, passion and commitment.

Britvic recently launched Gatorade Black-currant (with no artificial colours, flavours,sweeteners and no preservatives), a UK

Energy plusBANGLADESH Globe Soft Drinks hasintroduced Black Horse Energy Plus, a com-bination of vitamins, 'essential nutrients',blended flavours and guarana. Founded in

In-game advertisingNEW ZEALAND Frucor is marketing anew energy drink, Ink, through in-game bill-boards and posters in Xbox 360 and PCgames. This is supported by TV, cinema andonline advertising. The visualisation technol-ogy comes from Massive Inc, owned byMicrosoft, which feeds the ads into eachplayer’s gaming session through their existingbroadband connection.

“Teaming up ad content with the relevantaudience and the right medium is critical,”said Frucor’s Iaan Buchanan. “For Frucor andInk, the benefit is in selecting games that arerelevant to the brand’s target market. Forexample, Ink has chosen gaming titles basedon the attitude ‘the absence of fear’ whichenables us to place the product within highlyrelevant content that expresses the corebrand idea.”

The new medium enables Ink to reachthe elusive 18-24 male market, he notes.“Instead of flashing past an ad for someproduct that’s of no interest, gamers cannow feel more at home with a local productsuch as Ink,” said Tom Hunt of Xbox NewZealand. “This could be in the form of a bill-board in a car racing game or a sponsoredreplay in a sports game.”

exclusive variant, which complements thebrand’s existing portfolio of Orange andLemon 500ml and Orange and Lemon4x500ml multipacks.

2002 with its Uro brands, Globe Soft Drinksfirst launched into the energy sector with itsRoyal Tiger drink in 2003. The companyhopes that the new energy drink will bepopular at home and expand the company'sexport markets in the Middle East andSouth East Asia.

Attending the launch was Chairman Harunur Rashid, Sales & Marketing Director Khairul Anam withfellow directors and rock singer Mr James, brand ambassador.

SDI JUL09.qxd 22/7/09 17:09 Page 21


Brain boost UK Developed by a start up company,ThinkDrink is aimed at giving office workers a nat-ural, healthy brain boost. The drinks whichcome in Apple & Elderflower, Cranberry &Raspberry, Orange & Grapefruit flavours,combine herbal extracts (yerba mate, Siber-ian ginseng and guarana) with vitamins.

Currently focusing on selling into foodser-vice in the business and industry sector, EdBiden, Managing Director, explained: “Wewould like to establish the drinks as thepick-me-up of choice in offices beforeexpanding more broadly. We are currentlyon trial with half a dozen major contractcaterers, and are stocked by about 80offices, cafes and corner stores in centralLondon. Although this is a relatively smallbase at the moment, the product onlylaunched in April and this number is increas-ing week by week.”

He added: We have a very well-definedtarget market, so we are not doing largescale above the line marketing at this point.Most of our marketing is based aroundinteracting with our customers and theirconsumers, so we are doing a lot of sam-plings in outlets. In the business and industrysector we are finding this particularly effec-tive. By taking along puzzles and brainteasersto the units, we can reinforce the link

between Think Drink and mental perform-ance, whilst at the same time doing some-thing a little bit more interesting than otherbrands and so make ourselves more memo-

CoconutUSA South Florida-based Power Trip Bever-ages has introduced a coconut-flavouredenergy drink, believed to be the first of itskind, to its range of five vitamin-poweredenergy drinks. The new Coconut flavour willinitially be available in 16oz cans.

“It is the perfectcomplement to therest of our productofferings and continuesto enhance PowerTrip’s reputation as aninnovator,” said PowerTrip Beverage Presi-dent Doug Stuart. “TheCoconut flavour hasproven to be popularin other beverage for-mats such as water andwe expect it to be astrong performer in

the energy drink sector both as a stand-alone beverage and as a mixer.”

The idea of a coconut flavour came froma business trip to Trinidad when Stuartrecognised the popularity of the flavour inwater, milk, mixes and more at local barsand restaurants.

Power Trip Beverage products are cur-rently available in 25 states including NewYork, Florida and California. They are alsoavailable throughout the Caribbean and theMiddle East.

rable to consumers.“We have been using similar tactics on

Facebook and Twitter, and seem to be get-ting a very positive response.”

SOUTH AFRICA Energade has under-taken very effective promotions to leverageits long-standing relationship with CricketSouth Africa as official sports drink supplierto the national Proteas team.

One such initiative saw a specialist con-tractor, Provantage Media, set up an inflat-able mist tunnel in the form of Energadebottles, along with a stand-alone inflatableEnergade bottle. This respected the contrac-tual and logistical hurdles which limited theamount of branding and promotional staffwithin each stadium.

The refreshing mist experience was well

Hitting a six forEnergade

received, as were the sampling of Energadebeverages, the new Energade jellies, andEnergade tattoos.

These tattoos were something of a brandcoup. They became part of the fun of beingat the cricket – many people came backagain and again over the five-day matches torenew their tattoos. Dedicated Protea sup-porters who brandished their Energade tat-toos also won product and promotionalitems for their spirit and loyalty.

Public relations and media leverage wasadded to reach people beyond the stadiums.A media partnership with major newspapersdelivered an effective competition whichgave 80 readers four tickets to share withfriends. This was followed by post-matchmedia coverage, with fur ther Energadebrand exposure.

NEWS • NEWS • NEWS • NEWS • NEWS • NEWS

NEWS • NEWS • NEWS • NEWS • NEWS • NEWS

Global reach!– Business news – Product news

Global reach!Send press releases to: [email protected]

SDI is read every month in more than 100 countries.News about your business or product is always welcome.

SDI JUL09.qxd 22/7/09 17:09 Page 22

Soft Drinks International – JULY 2009 23PRODUCTS

WatersLong lifeCANADA Live Young Forever Health andWellness (LYF), of Edmonton, Alberta, hasintroduced Live Young Forever Citrus, a vita-min enhanced water.The beverage is a blendof vitamins and the EGCG antioxidant whichstimulates thermogenesis, a process criticalto weight loss and fat burning. It is 100%natural with fruits and vegetable juice pro-viding colour.

The drink comes in 16 oz Alumi-Tek alu-minium bottles from Ball Corporation. Thecompany uses its two-piece aluminium bev-erage can manufacturing facilities to producethe bottles at its can plant in Monticello,Indiana, US

"I am bringing products to market that areas natural as possible and may improveoverall health," said Gwen Miles, CEO, LYF."This bottle provides a perfect vessel forthese products because it has a very distinctand premium image that is consistent withthe benefits the beverage offers, plus it isreclosable, tamper-resistant, chills quickly andis 100% recyclable."

DistributionexpandsNORWAY Isklar has launched the full rangeof its Isklar bottled water products in thiscountry. Negotiations to rapidly expand dis-tribution are in progress with Shell and Esso,two of Norway's leading filling station oper-ators, with their respective Stop-Eat-Shopconcept outlets.

Isklar was launched on the US market inMarch.

Apart from Shell and Esso, Isklar is innegotiations to further expand its country-wide distribution and regional presence withretail grocery store chains Centra, Ultrastores, 7-Eleven, and Narvesen.

"The response to the product from Nor-wegian consumers has exceeded all expecta-tions. We have invested heavily in style andbrand, as well as the bottle design. Our goalis to obtain shelf space in all the leadingfood chains, kiosks, and filling station mini-markets. This will give us the national pene-tration that we want," said Peter Krogh,Isklar's CEO.

Isklar's next move will be to negotiatedeals with airlines operating to and fromNorway, as well as hotels and restaurants,said Krogh.

UpmarketNEW ZEALAND A newly-introduced pre-mium water is targeting global export salesand has already secured strong market inter-est according to its producers, Aquasplash.Domestic sell-through is also solid, with afocus solely on upmarket accounts.

Called Te Waihou Reserve (this is pro-nounced tea-why-ho), the new brand origi-nates from the Putaruru region in the centralNorth Island. It comes from the Blue Spring,already renowned as a reliable commercialsource of silica-rich waters. Aquasplash hasinvested in a bottling plant at the sourcewhich has a capacity of 200,000 litres daily.

Offering a balanced, clean taste, Te WaihouReserve – the name means ‘The NewWater’ – is clearly positioned as a premiumline.

“We have created a bottled water brandwhich fits with the fine dining experience inboth presentation and taste,” said Ed Bagga-ley, General Manager of Aquasplash. “Te Wai-hou Reserve will only be availableon-premise to protect exclusivity and pricingpremium, and to ensure our trade partnersgrow with us.”

Designed with busy restaurant staff inmind, Te Waihou Reserve is presented in aslim-line bottle similar to a premium wine,offering easy grip pouring and protectingagainst spillage.

Baggaley points out that the distinctivebranding on still and sparkling bottles meansit is easy to distinguish between the two vari-

For childrenCZECH REPUBLIC Polish companyMaspex has begun to sell a new non-car-bonated soft drink for children called KubíkWaterrr. The new product is made frommountain spring water and comes in carrot-apple-orange and carrot-apple-raspberryflavours in 500ml bottles. Due to the aseptictechnology used during production, it iswithout preservatives, colourings or artificialsweeteners and is also low on carbohy-drates.

Maspex also distributes Kubík's 100%juices and nectars which come in a range ofsizes from a family size 0.75 litre glass bottle,300ml PET, to 150ml for vending andschools.

eties, reducing the number of bottles openedincorrectly and improving bottom-line profit.

Te Waihou Reserve comes in 300ml,500ml, 750ml and one litre glass bottles, aswell as 500ml PET packaging created tomeet the requirements of the prestige hotelssector.

On the New Zealand market, Te WaihouReserve is distributed by a fine wine distribu-tor which handles a large number of leadingEuropean, Australian and New Zealandbrands.

SDI JUL09.qxd 22/7/09 17:09 Page 23


For the rideUK Supporting the launch of juicy drenchspring water, is a new TV and digital ad cam-paign which features a giant pheasant beingridden by a cowboy, rodeo-bull style, to theclassic Black Box track ‘Ride on Time’. Theadvertisement has been created to demon-strate the benefit of staying hydrated. It fea-tures the end line ‘Stay on top of your game’and is part of a £5.5 million marketing cam-paign that includes TV, PR, online and in-store activity.

Tom Dalton, Brand Controller for drenchsaid: “Juicy drench is perfect for consumerswho want to stay hydrated throughout theday. Juicy drench is a great tasting springwater juice drink satisfying consumers’ tasteneeds at times of the day when water justdoesn’t hit the spot. We feel that thisimpactful advertising campaign will exciteand intrigue consumers and demonstratethat drench gives you the tools to stayhydrated and perform at your best.”

Juicy drench is available in three flavours:Orange and Passionfruit, Cranberry andRaspberry, and Blackcurrant and Apple.

Brand growthFIJI The purity, ‘South Pacific romanticism’and consumer appeal of bottled watersfrom Fiji have developed into an interna-tional marketing success story. This is notrestricted to the well known Fiji Water – theAqua Pacific brand is also making strongprogress both in exports and domestic sales.

SDI reported on Aqua Pacific in thebrand’s very earliest days. Since then it hasgrown from a niche brand to a beveragewidely available in Fiji’s tourism industry – amainstay of the island nation’s economy –including resorts, the national carrier AirPacific, cruise boats and others.

Aqua Pacific is produced by Crystal ClearMineral Water (Fiji) whose bottling plant isclose to Nadi International Airport, Fiji’sprincipal visitor gateway. Source is a pro-tected artesian well on the island of VitiLevu, with the water filtered in six stages ata level of two microns.

The brand was created by AltaafMohammed, one of the pioneers of theFijian bottled water industry. Aqua Pacific

New flavoursUSA Acai Fruit Punch and Mango Melonvariants have been added to PepsiCo'sSoBe's range of zero calorie Lifewaterdrinks. The range, which includes Fuji ApplePear, Black and Blue Berry and YumberryPomegranate is sweetened with the all-natu-ral, zero-calorie sweetener, PureVia madefrom the Stevia plant leaf and infused with aunique mix of antioxidant vitamins C & E,essential B vitamins and herbal ingredients.

A marketing programme, described as thebrand's most widespread to date, is under-way. The activity involves reaching consumersvia Twitter and Facebook, along with sam-pling and new advertising.

uses distinctive tropical-style packaging tostand out on shelves and in dispensers. Thegraphics feature a colourful Fijian parakeet.

Environmental issues are stressed – thecompany is aiming to become carbon-effi-cient by late this year, reducing and offsettingemissions and boosting the use of renewableenergy.

Aqua Pacific is active in sponsoring rugby,Fiji’s most popular sport.

UK Highland Spring has embarked on itsannual joint summer marketing campaignwith VisitScotland. The new ‘Perfect Setting’campaign theme focuses on the provenanceand quality of Scottish food and drink andaims to increase awareness of Scotland’sarray of fresh, natural produce.

The advertisements feature striking pho-tographic images of a chef shown in a selec-tion of unexpected locations as he gathers arange of Scotland’s finest natural produce forhis menu. The advertisements carry thetagline ‘The freshest food and drink awaitsyou’, and were shot on location at Inver-lochy Castle in Lochaber, Bridge of Orchy inthe West Highlands and Eddrachilles inNorth West Scotland.

An extensive outdoor media campaign isplanned, focusing primarily on the LondonUnderground. An integrated online advertis-ing schedule has also been developed toinclude websites such as dailymail.co.uk, bbc-goodfood.co.uk, Radio Times online, TheTimes online and expedia.co.uk.

The campaign is being supported bynationwide sampling events at key com-muter locations in London, Manchester,Newcastle, Glasgow and Edinburgh.

Highland activity

Subscribe today!email: [email protected]

or call +44 (0)1202 842222

SDI JUL09.qxd 22/7/09 17:09 Page 24


Carbonates

PRODUCTS

Mirinda makeoverMIDDLE EAST PepsiCo Middle East isrunning an extensive promotional campaignto introduce its packaging makeover forMirinda in GCC countries. The Mirindaflavours of orange, citrus, strawberry andapple have been repacked in fresh graphics,including a new logo and bright colours.

“Mirinda is hugely popular throughout theregion and we are focusing on its appeal toteenagers by giving it a new brand identitythat identifies with their youthful, playfulspirit,” commented Rashid Sharaf, MarketingManager Flavour Brands for PepsiCo MiddleEast. “It’s the same great taste of Mirinda,now available in highly attractive new pack-aging.”

Supporting the launch is a heavy in-storepresence, plus TV, print and online advertising.

Call to celebrateUSA 7UP is currently running the 7UP 'Dias de Sevenisima' contest nationwide."Sevenisima" is, says the company, a call tocelebrate the flavourful moments experi-enced through a 'natural,' real lifestyle. "The'7 Dias de Sevenisima' contest reflects thenatural energy, fun and spirit of 7UP con-sumers, something we call the Sevenisimalifestyle," said Rene Sanchez, AssociateBrand Manager for 7UP.

Nine winners will receive a week of easyliving, including fun prizes like a family vaca-tion, and gift cards that can be used for

Brand personalityUK To celebrate the onset of summer,Tangois launching a new packaging design toenhance the unique personality of the brandand communicate the brand’s value of out-rageous fun. Entitled ‘Mash up’ the designconcept features seriously mashed up fruit ina graffiti style which is aimed to appeal toTango’s core audience of young males.

The cans also feature deadpan tag lines todepict Tango's no nonsense approach toproducing a tasty thirst quenching drink, suchas “Only the best tasting fruit makes it…therest gets the chop.”

Natural wonderUK Britvic and PepsiCo are launching an7Up on-pack promotion this summer offer-ing consumers £10 off their next holidaywith every purchase as well as the chanceto win a holiday to one of the seven naturalwonders of the world. The promotion willrun until 31st October across all bottles andcans.

To claim holiday vouchers, consumers sim-ply have to log onto the 7Up websitewww.7up.co.uk and enter the prompted fourdigits from the barcode on the back of abottle or can of 7Up. Each code will giveconsumers £10 off their next Thomas Cookholiday. Each person can enter a maximumof 10 codes saving them up to £100.

Every person who visits the 7Up websitethey can enter a free prize draw to win oneof four holidays to ‘Natural Wonders’ desti-nations such as the Great Barrier Reef,Grand Canyon or the Northern Lights.

Laura Navarro, 7up Brand Manager atBritvic, comments: “The 7Up Natural Won-ders of the World promotion not only helpscommunicate 7Up’s 100% natural flavoursbut it’s also about summer fun as con-sumers’ thoughts turn to summer holidays.It’s an ideal incentive especially during thecurrent tough economic climate. Perfect for

home cleaning service and a shoppingspree. To enter, consumers need to take aphoto of their nominee living the Sev-enisima lifestyle and enjoying 7UP, andenter it online at www.Sevenisima.comalong with a quick note on why that per-son inspires them to live the Sevenisimalifestyle.

To suppor t the promotion 7UP hasteamed-up with singer/actress Denise Gon-zalez who performs a song titled 'Sev-enisima' featured in the Spanish-languageTV commercials shown exclusively on Tele-mundo. Gonzalez is also featured on theSevenisima campaign's web site and willmake appearances at local market events.

USA Jones Soda Co is introducing a newcollection of Spanish labels and sodaflavours, honouring the culture and spirit ofHispanics living in America, in the single-serve sections of select retailers in LosAngeles, San Diego and Arizona.

“Jones Soda is thrilled that fans from theHispanic community have reached out to us,and we are very excited about our fun newflavours,” said Joth Ricci, COO of Jones Soda.

Hispanic

summer, the on-pack will look to build onthe success of the 7Up brand which grewby 8% last year and is still the fastest grow-ing lemon and lime fruit carbonate in theUK market.”

“Jones Soda’s ability to customise our labelsallows us to participate in the celebration ofthis amazing community in a unique andspecial way.”

Jones Soda is known for its patentedlabelling system that enables the companyto select submitted photos from fans toshowcase on bottles, as well as allowingpeople to create customised bottles atwww.myjones.com.

The specialty sodas come in NaranjaMandarina, Limón, Tutti Frutti and Crema dePiña variants.

SDI JUL09.qxd 22/7/09 17:10 Page 25


By The Case LoadRichardDavis reportson softdrinks atMcDonald's,the US fast food chain,and what a certain frozenbeverage does to thebrain.

Mello McDonald's recently ended its Pepsi-Cola fountain test (including MountainDew) in favour of Coca-Cola and DrPepper, giving Dr Pepper SnappleGroup Inc a greater foothold at the fast-food chain. Dr Pepper, now available in8,500 McDonald's, will be added tofountains at all of the company's 14,000US locations.

McDonald's, based in Oak Brook,Illinois, is expanding its fountain andbottled drinks to complement its answerto Starbucks, with the McCafé espresso-based drinks that are now available inabout 70% of its US stores.

Coca-Cola's core fountain brands suchas its nostalgic soft drinks like MelloYello still remain on tap for McDonald'sregional beverage offerings. UnlikeCoca-Cola there is no secret ingredientin Mello Yello, but it was rumoured tocontain bananadine, a fictional psy-choactive substance which is allegedlyextracted from banana peels. Thebanana-buzz in the 1960s was known as'electrical bananas' or 'mellow yellow'by the hippies. Banana-heads wouldscrape the white fibres from the insideof the peels, boil the scrapings into apaste, which was then baked. The darkbrown 'banana tar' that resulted wasthen smoked with hashish.

The smoking of bananadine may havegot a surge from British folk-rock singerDonovan's Mellow Yellow: "Electricalbanana is gonna be a sudden craze.Electrical banana is bound to be thevery next phase. They call it mellowyellow (quite rightly)... "

Donovan insisted that his song had nohidden drug meaning, but seekers foundone anyway. Mello Yello is presumablynamed after the ever popular 1967Donovan album and single MellowYellow, and, in fact, a cover of the songwas used to promote the soft drink.Researchers at New York Universityhave found that banana peel contains nointoxicating chemicals, and that smok-ing it produces only a placebo effect.

Mello Yello was featured in the 1990NASCAR-based movie Days of Thunder,in which Tom Cruise's character, ColeTrickle, drove a Mello Yello-sponsoredcar to victory lane in the Daytona 500,although the soft drink’s name itself isnever verbally mentioned in the movie.NASCAR fans later got to see the realthing when Cruise's Mello Yello-carbecome a real NASCAR paint schemethe following year, with driver KylePetty driving with Mello Yello sponsor-ship in the Winston Cup Series.

Choice and nutritionThe Coca-Cola Company's 54-year rela-tionship with McDonald's Corporationhas never been stronger. Beginning thisyear, the core fountain line-up at

McDonald's 14,000 plus United Statesrestaurants will include brands Coca-Cola, Diet Coke, Sprite, and Hi-COrange. Coca-Cola's Dasani will remaina national core bottle beverage, and nowPowerade Mountain Blast and vitamin-water XXX (Triple X), will be madeavailable as regional bottle options.Coca-Cola brands including Powerade,Sprite Zero, Fanta Grape, FantaStrawberry, Caffeine Free Diet Coke,Barq's Root Beer, Minute MaidLemonade and Minute Maid LemonadeLight, will be made available as region-al fountain options at McDonald'srestaurants across the US. Coke Zero,due to its explosive growth and success,will also be offered in a number ofrestaurants as part of McDonald's ongo-ing beverage development.

A recent McDonald's corporate socialresponsibility report stated thatMcDonald's is a nutritious meal. Butcritics want more beyond the newMcDonald's Happy Meal Choices thatgive children and their parents theopportunity to mix and match tradition-al Happy Meal favourites like Frenchfries and soft drinks with healthierHappy Meal Choices such as AppleDippers (fresh, peeled apple slices)served with a low fat caramel dippingsauce, and beverage choices including100% pure Minute Maid apple juiceand 1% low fat white and chocolateMilk Jugs.

However, a new scientific develop-ment may not silence all the zealots inDirector Robert Kenner's new documen-tary film Food, Inc. but a BrandisUniversity Professor may have theanswer when it comes to combatting thebad 'LDL' cholesterol in fast-food.

Enter 'The Man with the Golden Bun'.Dr Daniel Perlman is hoping to revolu-tionise the way that billions of peoplearound the world eat fast-food. He hasinvented a healthier hamburger bun andis trying to convince McDonald's USA,and its supplier Ralcorp Holdings Inc(Ralcorp Frozen Bakery Products) toimplement the cholesterol-loweringhamburger bun.

The new proposed 'McBun' wouldeffectively neutralise the bad choles-terol contained in hamburgers. In a nut-shell, the bun contains an appropriateamount of natural phytosterols (a natu-ral product purified from vegetable oil).These phytosterols are not absorbedinto the bloodstream, but rather mixwith dietary cholesterol in the digestivesystem, and thereby facilitate choles-terol elimination in the waste.

Phytosterols are GRAS-approved forall food use. Children as well as adultsbenefit from dietary phytosterols sincecholesterol problems and coronaryheart disease begin in childhood. DrPerlman bristles at the suggestion thathe has not pursued McDonald's vigor-

SDI JUL09.qxd 22/7/09 17:10 Page 26

Soft Drinks International – JULY 2009 27BY THE CASE LOAD

ously enough, and points out that majorcorporations such as Coca-Cola haveembraced Cargill's CoroWise naturalplant phytosterols wholeheartedly inproducts like Minute Maid Heart Wisepremium orange juice.

Brain freezeBefore the arrival of Starbucks, wherethe Starbucks 'Experience' can cost over$4, Americans could chill out at theirlocal 7-Eleven Store and experiencesomething far more addictive than caf-feine; the strange psychoscopic phe-nomenon known as SphenopalatineGanglioneuralgia or 'brain freeze'.

Brain freeze is sometimes debilitatingand accompanied by symptoms of dizzi-ness, fatigue, blurred vision, restless-ness, headache and brain edema(cerebral oedema). This harmless med-ical condition can come from slurpingdown a frozen Slurpee far too fast.

On 18th October, 1994, 7-Eleven Incregistered the term 'brain freeze' withthe United States Patent and TrademarkOffice to describe "the painful joy ofdrinking a frozen Slurpee beverage."Only one-third of the population canachieve brain freeze, making it perhapsa genetic condition. The latest brainfreeze concoction at 7-Eleven stores isthe Slurpuccino, a coffee-flavouredSlurpee, developed by The Coca-ColaCompany, that capitalises on the con-sumer-driven craze of iced coffee bever-ages.

Should there be a brain freeze warn-ing required by US Food and DrugAdministration (FDA) on semi-frozensoft drinks? Serious brain freeze junkiessay they have experienced loss of tastetriggered by frost-bite on their tongues,simultaneously numbing their brain.Medical experts say that a one-minutebrain freeze can trigger the release ofendorphins in the brain.

Endorphins are a group of peptidehormones occurring naturally in thebrain that, when released, increase yourbody's threshold for pain and affect theway you feel emotionally. Endorphinsare chemically very much like mor-phine, allowing your tongue to gobeyond cold pain and possibly leavingyou with a euphoric brain freeze high.

Brain freeze pain may last from a fewseconds to a few minutes. Research sug-gests that the same vascular mechanismand nerves implicated in brain freezecause the aura (sensory disturbance)and pulsatile (throbbing pain) phases ofmigraines. Brain freeze requires a warmambient environmental temperature tooccur, it is impossible to suffer a brainfreeze in cold weather.

The strange psychoscopic phenome-non is common enough to have been thesubject of scientific research reportedby the British Medical Journaland Scientific American magazine.Introducing delicious 'brain freezing'iced coffee drinks like Slurpuccino maygive Starbucks some cold competition.

IN FUTURE ISSUES

SEPTEMBER

Drinktec

Natural ingredients

Packaging innovation

Information technology

Beverage FocusChildren’s drinks

Regional ProfileNorth America

OCTOBER

Sweeteners

Aseptic filling

Metal packaging

Sustainability and the environment

Beverage FocusEnergy drinks

Regional ProfileCentral & South America

To participate in these features contact the SDI team now

Send your news to:[email protected]

To discuss editorial opportunities:[email protected]

To discuss advertising opportunities:[email protected]

or call: +44 (0)1202 842222

SDI JUL09.qxd 22/7/09 17:10 Page 27

28 Soft Drinks International – JULY 2009BEVERAGE FOCUS

The roots of the soft drinks industry can betraced to some of the water brands that are

still very much alive and well today. Swedishfavourite Ramlösa dates back to the year 1707and still carries the picture of its founder JohanJacob Döbelius. Popular Italian brand SanPellegrino has been produced for over 600 yearsand it is even reputed to have been sampled byLeonardo da Vinci. Today these products areavailable all over the world and according toGlobal research specialist, Canadean, each con-sumer now drinks nearly 23 litres of packagedwater annually. Packaged waters have played acritical part in the birth and development of theglobal soft drinks industry.

All those years ago the development of thesparkling water segment stemmed from their asso-

still has global potential

Packaged waterwill continue toplay its part inthe growth ofsoft drinks,reports RichardCorbett.

The oldest softdrink

ciation with good health – even today in parts ofEast Europe sparkling water consumption is stilloften seen as medicinal. Back in 1707, accordingto Döbelius, Ramlösa could be used to curescurvy, vertigo and gout, as well as tremblinglimbs. The water even helped those unfortunateenough to suffer from bad-smelling breath. Inmodern times though, still waters have been theengine behind the rapid enlargement of the cate-gory and consequently they have taken an everrising portion of the market; today this stands atmore than three quarters of the category. Stillwaters are a good fit with the modern health con-scious consumer in the developed world, while inthe developing parts still waters offer the securitythat they are safe to drink.

The original soft drinkThe success of packaged waters has contributed tothe expansion of the soft drinks market as a wholeand they now account for 29% of all soft drinkstraded globally – at the turn of the century thatwas 22%. The market for packaged waters hasjumped by as much as 80% since 2000 to reacharound 150 billion litres. At the same time the car-bonates category has expanded by nearer 20% butremains the giant of the sector with 4 in every 10litres consumed around the world being a carbon-ated soft drink.

PET - the enablerOf course without the right packaging, the softdrinks sector would not have got off the ground,and in the case of packaged water, PET has playeda significant role in its development. PET hasenabled water to be consumed on the move andthis channel has been a key driver in helping salesreach new thirst quenching opportunities. In theHoreca channel and among premium products,glass remains very popular; consumers associateglass with quality but PET has significant han-dling advantages to ease mobility and make itmore appropriate to a plethora of consumptionoccasions. The continuous rise of predominantlystill waters has thus coincided with the dramaticescalation in PET use. PET now makes up wellover 80% of all water packaging, a figure that isstill rising. PET seems unstoppable and it is real-istic to expect its share to continue to rise above90% in the longer term.

Source: Canadean

Source: Canadean

Canadean anticipate still water to remain an important driver in soft drinks but not as muchas it once was.

West Europe will have a shrinking influence in the global packaged water market.

SDI JUL09.qxd 22/7/09 17:10 Page 28

Soft Drinks International – JULY 2009 29PACKAGED WATER

The category isstill well placedto draw drinkersfrom the slowingcarbonatesmarket.

Global growthWest Europe is seen by many as the spiritualhome of the packaged water category and isresponsible for more than 30% of global watersales. The rest of the world is, however, catchingup; 10 years ago West Europe made up 46% ofworld water sales. The region is showing manysymptoms of maturity, partly due to the relianceon four well-established markets, Germany,France, Italy and Spain, for more than 80% of theregion’s sales. The maturity of some of the largerWest European markets for water has historicallyconcealed a sharper growth curve enjoyed insome of the countries newer to the concept ofpackaged water consumption but in the longerterm, the growth rate for West Europe is expectedto slow to barely a trickle.

North America has contributed double digitgrowth for a number of years but water is nowentering a new phase in its product lifecycle withsales falling in 2008 and expected to fall again in2009. A combination of harsher economics andsome environmental concerns have significantlyreduced the long term prospects for the categoryin future. The drop in sales in 2008 has meant thatAsia has now overtaken North America as the sec-ond biggest market for packaged water.

Asia may have overtaken North America from avolume perspective but in terms of per capita,only consumers in the Rest of Africa drink lesswater than consumers in Asia. West Europeanconsumption is unrivalled at more than 110 litres.Consumers in Australasia and Central & SouthAmerica drink marginally more than the globalaverage while in East Europe people drink 17litres or so more than the global norm.Historically, sparkling waters in East Europe wereconsumed as a low cost alternative to carbonatedsoft drinks and so demand has always been com-parably high. It might be expected that EastEurope will see further rises in per capita asdemand for still waters increases although thecooler climate will discourage levels from everreaching anything like those in neighbouring WestEurope.

Economic and environmental pressuresThe turbulent global trading environment isundoubtedly having an impact on the categoryand inevitably growth is predicted to becomemore sluggish as a result. Tap water offers a very

competitive alternative to packaged water in thehome. There is also the simple economics thatpeople do not have as much money to spend onrefreshment.

In some developed parts of the world, mostprominently North America, there have beensome environmental pressures. In the States,landfill issues and concerns regarding access bywater companies to underwater aquifers hasreceived significant coverage. It is environmentalconcerns that have prompted a revival in SodaStream sales in Sweden as parts of the media sug-gest it is unethical to drink packaged water whenthere are more environmentally friendly alterna-tives.

It is to be expected that the rate of growth mayslow due to these influences but the factorsunderpinning the explosion of demand for watersgenerally remain in place. The category is stillwell placed to draw drinkers from the slowingcarbonates market. The convenience channel isstill expanding and in large areas there are still bigquestion marks over the quality of the tap water.Packaged water’s presence in the global softdrinks marketplace will continue to edge forwardbecause water is a basic need and packaged watergives access to this need almost any place any-where. It is immune from any sugar debate and isthe most natural form of refreshment. Just as itwas all those years ago, packaged water will con-tinue to play an important role in the direction ofthe overall soft drink marketplace. ■

Source: Canadean

Source: Canadean

Richard Corbett is a StrategicAnalyst at UK-based CanadeanLtd, the leading globalbeverage research consultants.Email:[email protected]

The sparkling water boom has been very much a still water phenomenon.

The role of PET in facilitating the still water boom cannot be underestimated.

SDI JUL09.qxd 22/7/09 17:10 Page 29

30 Soft Drinks International – JULY 2009BEVERAGE FOCUS

beverage trends

Healthy,yet tasty

Global flavour and fine ingredients companyFrutarom offers a diverse range of products

for the flavoured water and ‘Water Plus’ markets:The company has superior ranges of FTNF (nat-ural flavours derived ‘From The Named Fruit’),superfruit products and herbal extracts.Furthermore, it has been working on a broadportfolio of concepts targeted at manufacturersof near-water products, called EFLA New Water.

EFLA New Water extracts were especiallydeveloped for Water Plus applications and, assuch, provide excellent clarity and fulfil all therequirements necessary for flavoured water appli-cations: they are heat- and acid-stable as well aswater-soluble. The EFLA New Water rangeincludes a variety of herbal extracts such as matétea, green tea, red vine leaf, elderflower and more.The extracts can be used together with other waterwhite and water soluble ingredients, and they canbe combined with other functional ingredientssuch as soluble fibres. Possible concepts couldinclude, for example, calcium and fibre enrichedproducts that target digestion and bone health.Neuravena, a wild green oat extract which isproven to enhance mental health and cognitivefunction – is also suitable for near water concepts.A large number of these extracts have alreadymade their way onto retail shelves and are per-forming very well.

Natural choiceFunctional and healthy food ingredients are morethan just passing trends. In recent years in partic-ular, a great deal of activity has been seen in thewater plus market, with one of the major trendsbeing ‘naturalness’. Consumers are paying greaterattention to product labels and trying to avoid E-numbers and unnecessary ingredients. It has beenshown that they are also starting to prefer a morenatural and thus more trustworthy taste profileand to pay more for products that are more credi-

ble and have a higher degree of authenticity.Together with authenticity, freshness and refresh-ment, natural flavours will continue to play a partin the consumer’s choice and frequency of re-pur-chase. Generally, the trend is moving towardsnon-standard, creative flavour combinations.

Flavours are used to impart flavour and taste tofood products, as stated in food regulations. Butthey have many additional functions: in bever-ages, they are typically used to impart freshnessand authenticity, and to provide refreshment orthirst quenching properties. Most commonly, theyunderline the utility and the functionality of theentire product concept. Ultimately, a flavour isused to make a product appealing to the consumerand pleasant to eat or drink, so it is a key compo-nent and has a direct impact on whether a prod-uct will be bought again or not.

With the complexities of water plus productsand the different functional ingredients availabletoday, the job of flavouring water is certainly achallenge. For example, the taste profile of someextracts is more bitter or astringent than others.There are two ways of dealing with this: eitheryou identify the character of the taste and com-bine it with a suitable flavour so that the ‘off note’turns into an advantage and underlines the tasteof the end product. The other alternative is to usemasking flavours to disguise any unpleasant off-notes.

More than just a flavourApart from their primary function – to providegood taste – other functions of flavours are inves-tigated and discussed. Herbal extracts, for exam-ple, can have antioxidant properties. And when itcomes to the question of whether adding flavourshortens the shelf life of bottled water, it can actu-ally be said that flavours have a protective effecton other additives. Of course plain, clean waterhas the longest shelf life because it does not con-tain anything that could serve as a nutrient tomicro-organisms. But almost every added organicingredient, can in principle, be a substrate for pro-moting growth of micro-organisms. However, dueto the protective effect that flavours can have onother additives, the shelf lives that can beachieved for flavoured waters are in line withconsumer expectations and storing habits.

Frutaromintroduces itsconcepts andsolutions forflavoured andfunctionalwaters.

SDI JUL09.qxd 22/7/09 17:10 Page 30

Soft Drinks International – JULY 2009 31BOTTLED WATERConsumers are now demanding products that

are natural but at the same time sophisticated. Themagic words in recent trend developments are‘clean label’. With regard to flavouring, this meansthat the market is heading at full speed towardsnatural and FTNF flavours. Legislation dictatesthat if a fruit is mentioned or pictured on the endproduct, the flavouring has to be derived almostcompletely from that fruit. FTNF flavourings aremore expensive than nature-identical flavours,but the extra cost is largely justified and coveredby the premium positioning of naturally flavouredproducts and the correspondingly high pricesthey command.

Thus, the use of so-called ‘superfruits’ remainshigh on the agenda for flavoured water. While thedescription of what denotes a superfruit is notalways clear-cut, one flavour tonality that is beinggrown, harvested and consumed as a fresh ‘super-fruit’ product is the common blueberry. Otherexamples of superfruits are pomegranate andacerola cherry, sometimes combined with man-gosteen or passionfruit. Unfortunately, the avail-ability of raw materials is often an obstacle to thewider use of these superfruits. However, there arean increasing number of alternative sources thatcan provide high concentrations of vitamins andpolyphenols, so product developers are not limit-ed to using just superfruit-derived ingredientswhen it comes to being creative.

Health and well-beingApart from creating new flavour and taste experi-ences, there is also a strong trend towards usinghealthy herbal and botanical extracts with knownpositive effects on health and well-being in a vari-ety of finished products. Their relationship withtraditional plant-based medicines makes herbalextracts a natural choice when it comes to provid-ing healthy antioxidants, polyphenols, and otheringredients that occur in nature. Herbal extractsthemselves impart a good and complex naturalflavour profile and give a natural mouthfeel anddepth to a product. This is especially true when

they are combined with floral notes like elderber-ry or fruit flavours like lime, melon or berries, forexample. Frutarom’s wide variety of herbalextracts with extraordinary properties fit wellhere – red vine leaf, olive leaf, maté tea, origanoxand many others lend themselves to great-tastingbeverages. The company’s experience in this sec-tor means that it is able to help product develop-ers overcome the challenges involved incombining herbal extracts with natural flavours toproduce great-tasting products.

Clean label innovationDeveloping functional, tasty products with cleanlabels requires a great deal of expertise in productdevelopment. Advanced product concepts willincreasingly be based on direct collaborationbetween the manufacturer and the ingredients’supplier who can provide specialist knowledge ofthe ingredients. It is much more time-consuming,often cumbersome and usually less efficient todevelop functional, clean label concepts via thetraditional off-line innovation model. For themanufacturer, this approach involves requestingsamples from the supplier, experimenting in thelaboratory with certain combinations of ingredi-ents, then sourcing flavours, combining them andfitting them into the intended product concept. Afar more efficient approach is what Frutarom calls‘rapid prototyping’. From its Innovation Center atLake Zurich in Switzerland, Frutarom is able tooffer this approach to its customers, providingdirect access to its diverse range of flavours andfunctional ingredients, all under one roof. Clientscan work directly with beverage experts in thelabs so that they can gain clarity about the conceptand the ingredients required to provide thehoped-for benefits, and to translate these conceptsinto prototype products that can be tasted on thespot. Going through a sequence of optimisationsteps – ideally together with the marketingexperts who defined the concept in the first place– usually leads to a pretty advanced product inthe space of just one or two days. ■

www.frutarom.com

... there is also astrong trendtowards usinghealthy herbaland botanicalextracts withknown positiveeffects on healthand well-being...

SDI JUL09.qxd 22/7/09 17:10 Page 31

32 Soft Drinks International – JULY 2009INGREDIENTS

Gone are the days when a beverage’s only rolewas to quench thirst. As with many other

products on the market today, consumers demandthat beverages work harder than ever to grab andkeep their attention, challenging manufacturers toexplore new ways of differentiating their prod-ucts.

Today’s market motivates beverage manufactur-ers to seek innovative ingredients that add valuein line with consumers’ demands. Be it healthier,tastier, more luxurious or just more surprising,beverages with added benefits will be the driversin this competitive industry.

Drink to health!A recent study predicted the global beverageindustry will move towards higher margin func-tional products over the next three years, inresponse to demand for more innovative recipesand formats. To counter the male bias of existingbeverage offerings, healthy propositions such aslow sugar are set to grow in a bid to appeal towomen.

The process of creating better-for-you productspresents a balancing act for beverage manufactur-ers. How to cut calories, sugar or fat withoutdiminishing the eating experience is an ongoingdilemma. National Starch Food Innovation’s N-Dulge co-texturiser portfolio is one solution. Theingredients impart a creamy mouthfeel and silkyconsistency in reduced calorie or low sugar bev-erages. This means consumers can enjoy healthierdairy drinks, smoothies and instant beverageswithout sacrificing texture and eating enjoyment.

Encapsulating innovationOriginal flavours and added nutrients are a valu-able way for beverage manufacturers to differenti-ate their product offering. But enriching beverageswith value-adding ingredients such as omega-3sand vitamin oils creates a new set of processingchallenges. A distinctive flavour and sensitivity tooxidation means active ingredients, particularlyin ready-to-mix beverages, require careful encap-sulation.

National Starch Food Innovation has developedsimple solutions to protect active ingredients,ensuring they retain their intensity and impactthroughout the production process. The PurityGum starch range helps stabilise active molecules.In this way, functional and flavour characteristicsare effectively translated into finished products.For instant drinks, where active ingredientsrequire a heightened resistance to oxidation, highperformance starches such as Hi-cap 100 help cre-ate this essential protective armour.

the quest for liquid fulfilment

Functionalstarches thattake beveragesto a new level.

Beverages laidbare

A bright future for beveragesSpeciality starches are valuable tools in thearmoury of beverage developers. They offer themeans to customise products to meet consumerpreferences and enable imaginative and success-ful NPD. With multifunctional ingredients, manu-facturers can take advantage of the public’sgrowing thirst for beverage innovation and tap into the massive potential this evolving sector pres-ents.

High performance natural emulsifierNational Starch Food Innovation has nowlaunched Q-Naturale emulsifier in Europe. Thishigh performance, natural food additive isdesigned to add value in sparkling beverages, for-tified waters and juices. Following its successfullaunch to the North American market late last year,European beverage developers can now benefitfrom increased consistency of cost and supply.

Q-Naturale is derived from the South Americanquillaia tree. The ingredient harnesses quillaia’sinherent functional properties to provide a natu-ral alternative to traditional emulsifiers. Q-Naturale is grown using sustainable agriculturalpractices and reliable supply chain through itsexclusive global partnership with the world’slargest producer of quillaia, Desert King.

This powerful, easy to use liquid emulsifierrequires no dissolution or hydration. It can beadded to existing manufacturing processes withno step changes and offers valuable cost savingsdue to its efficacy in low concentrations. Q-Naturale outperforms gum arabic in high loademulsions and achieves excellent long term room,cold temperature and pH stability.

Stuart Wilson, Business Manager, DeliverySystems, National Starch Food Innovation,Europe, commented: “Market fluctuations affect-ing some traditional emulsifiers create unpre-dictability and pressure for beveragemanufacturers. By offering superior natural emul-sification, cost consistency and security of supply,Q-Naturale now enables the European beverageindustry to protect its brands while ensuring out-standing quality.” ■

National Starch FoodInnovation,Tel: +44 (0)161 435 3200 Fax: +44 (0)161 435 3300 E-mail:[email protected]

Q-Naturale is derived from theSouth American quillaia tree.

SDI JUL09.qxd 22/7/09 17:10 Page 32

Soft Drinks International – JULY 2009 33EMULSIONS & STABILISERS

carrier for liquids and oils

From tried andtrusted naturalthickeningagents, to itsinnovative high-loading carrierStarrier, CargillTexturizingSolutionsprovides acomprehensiveportfolio ofofferrings.

‘Super load’ starch

Cargill Texturizing Solutionswww.cargilltexturizing.com

Turning liquid flavours and oils into easilymanageable dry powders has become signifi-

cantly more efficient for manufacturers inEurope, the Middle East and Africa (EMEA) withthe launch of Starrier starch, a clean label, high-loading starch carrier from Cargill that over-comes the inefficiencies of traditional lower-loadbearing carriers and the expense and complexityof spray-drying.

Ground-breaking absorption and load-bearing capacity for plating

Produced in Cargill’s Sas van Gent plant in theNetherlands, Starrier starch is a milled, pre-gela-tinised, native maize starch that converts liquidsand oils into free-flowing, non-sticky, dry pow-ders, to be used easily across a broad range ofapplications.

The unique flake-shaped particle structure(patent-pending) has a high surface area whichprovides excellent absorption capacity for all liq-uids using conventional plating methods, whichconsist in depositing a liquid on a solid carriermaterial. Compared with traditional carriers, suchas salt and maltodextrin, which suffer from lowliquid loading capacity (maximum 10%), Starrierstarch has a ground-breaking loading capacity ofup to 60%, without stickiness. And with cost effi-ciency being a primary driver for manufacturers,Starrier starch has a lower cost-in-use than mal-todextrin.

Cost-effective, safe alternative forspray-dried flavours

Starrier starch also overcomes the need for expen-sive and complex spray-drying, the process usedinstead of plating when intense flavouringrequirements demand a flavour loading greaterthan 10%. In turn, this eliminates additional asso-ciated cost and quality implications, such as ener-gy use, the risk of thermal degradation and theloss of volatile components potentially resultingin flavour changes and even off-taste. Starrierstarch itself is neutral-flavoured.

Clean label with satisfying flavour releaseDerived from identity-preserved non-GMO maize,Starrier starch is clean label and can be declaredas simply ‘starch,’ ‘maize starch’ or ‘corn flour’.

Mike Jones, EMEA Category Manager forConvenience, Cargill Texturizing Solutions, said:“This is a convenient and cost-effective solutionfor flavour houses as well as for functional foodsproducers. Starrier starch helps turn oils and liq-uid flavours into manageable and user-friendlypowders, without damaging delicate and complexfinal tastes. Upon eating, flavours carried byStarrier starch are rapidly released, meaning a sat-isfying experience for the consumer, as well as themanufacturer.”

PortfolioStarrier starch is part of Cargill’s portfolio of tex-turizing offerings, ranging from single ingredients,such as xanthan gum, pectins, carrageenans, algi-nates, guar and locust bean gums, soy flours,starches, lecithins, cultures and enzymes, tomulti-component functional systems.

Xanthan gum: a naturally derived thickening agent

Xanthan gum is a microbial polysaccharide pro-duced as a secondary metabolite via a fermenta-tion process. The process is based on the culturein aerobic conditions, of the micro-organism -Xanthomonas Campestris - from which xanthangum derives its name.

In beverages it is used to improve mouthfeeland viscosity, and to stabilise insoluble compo-nents such as fruit pulp and particles. It is also apreferred method of thickening liquids for thosewith swallowing disorders, since it does notchange the colour or flavour of beverages.

Specific propertiesXanthan gum has the ability to dramaticallyincrease the viscosity (thickening) of a liquid bythe addition of only small amounts, in the order of1% or less. In addition, the presence of anionicside chains on the xanthan gum moleculesenhances hydration and makes xanthan gum sol-uble in cold water.

Other important properties include:• Xanthan gum exhibits pseudoplasticity.

When a product containing xanthan gum is sub-jected to shear (by shaking, mixing, or chewing) itwill thin out, but once the shear forces areremoved the food will thicken back up.

• Xanthan gum has good temperature andacid stability; unlike other gums, solutions of xan-than gum are generally not affected by changes inpH value. Xanthan gum will dissolve in mostacids or bases.

• The viscosity of xanthan gum solutions arestable at low pH values and at high temperatures.

• Xanthan gum solutions exhibit goodfreeze/thaw stability due to its water bindingcapacity.

• Compatible with other hydrocolloids, xan-than gum is particularly effective combined withlocust bean gum, with konjac (gel formation) orwith guar gum (higher viscosity).

• Xanthan gum is cold soluble. It can bedirectly dispersed in oil or a sugar solution toavoid the introduction of air bubbles into waterand to avoid lumping during dissolution, or whenwater is not directly available in the formulation.

Of further benefit to manufacturers is Cargill’sextensive expertise in application, supported bycontinuing development work carried out in itsR&D centres across the world ■

SDI JUL09.qxd 22/7/09 17:10 Page 33

34 Soft Drinks International – JULY 2009EXHIBITION PREVIEW

The entire repertoire of beverage and liquidfood technology will be on show at drinktec

2009 – on 132,000 square metres of exhibitionspace. Around 1500 exhibitors from approxi-mately 70 countries are expected to take part inthis, the world´s biggest get-together for the sec-tor, between 14th and 19th September 2009 inMunich. They will be meeting up with anexpected 70,000 trade visitors from over 160countries.

In Munich the trade visitors will be able to findout all about the latest technologies in the manu-facture, bottling, packaging and distribution ofbeverages and liquid food of all kinds, includingall the associated raw materials and ingredients.

A particular attraction at drinktec is the livedemonstration of machinery and systems inaction put on by the exhibiting companies. Theexhibitors put a lot of effort into setting up thismachinery, even going so far as to display inte-grated systems, so that trade visitors can see theentire process chain.

drinktec is a driver of innovation in the sector.On show in the exhibition halls at Munich are theresults of years of research and development bythe industry – companies use drinktec as the plat-form at which to launch their new products andideas. The sections covered by the fair tie in pre-cisely with the needs of the target groups – andvice versa.

Accompanying programme drinktec is not just a technology showcase, it isalso a forum for science and research. A wide-ranging programme of accompanying events isbeing organised.

At the heart of the programme are two forums,

technology for beverages andliquid food

Every four years,the globalbeveragecommunitycomes togetherfor one veryspecial event,drinktec, Munich.

drinktec 2009

centrally located and open to all. There inde-pendent experts from all over the world will begiving lectures on current themes in technology,products, logistics, marketing and energy.Simultaneous interpreting of all lectures is pro-vided for German and English.

The theme of PET is rounded off with a worldcongress, which takes place in 2009 for the thirdtime. This event brings together beginners andexperts, covering all relevant issues in technologyand marketing.

Publishers confructa medien, in cooperationwith drinktec, will be organising the‘International Fruit World’ Congress (IFW) whichfocuses on the themes of liquid fruit and fruit pro-cessing.

In cooperation with publishers Dr HarnischVerlag, drinktec is putting on a forum on innova-tive sweetening concepts. Leading manufacturersof all kinds of sweetening agents, in particularsugar, sugar substitutes and sweeteners, will beputting on presentations.

Good packaging is half the battleThis year, for the first time, plastic is the mainform of packaging for beverages with a third of themarket share worldwide, just ahead of glass andwell ahead of cans. Almost all types of packagingare represented at drinktec, the fair where manu-facturers display their capability and packaginginnovations.

In the plastics segment, PET containers are thetop favourite in the one-way container bottlingsector. According to estimates by the marketresearch company Euromonitor, in 2009 the num-ber of PET containers produced will rise to 350billion per annum, which makes it all the moreimportant to produce PET containers as economi-cally as possible. A significant trend in PET bot-tles is weight reduction, which saves material. Arange of exhibitors at drinktec, producers of pre-forms and machine manufacturers, are addressingthe issue of lightweighting. Reducing the materialused, in particular the carrying ring, can result inconsiderable cost savings when purchasing mate-rials. And PET containers are continually increas-ing in size. Large-volume PET bottles are indemand in South, Central and North America inparticular, as the market for soft drinks there is for3 litre containers or bigger. In parallel with this,

©M

esse

Mün

chen

©M

esse

Mün

chen

SDI JUL09.qxd 22/7/09 17:10 Page 34

Soft Drinks International – JULY 2009 35DRINKTECthe market for PET water dispensers with a capac-ity from 5 to 20 litres for offices, businesses andhouseholds is booming in many countries.

The 3rd PET World Congress is taking placeduring drinktec in the International CongressCentre (ICM) on 16th and 17th September, wherePET will be centre-stage in the proceedings. At thefair itself, PETpoint has been an important part ofdrinktec for a long time, and producers from allover the world will be exhibiting the latest PETtechnology for beverages and liquid food in HallB3.

While PET continues on the road to success,other plastics such as HDPE or LDPE are of greaterinterest to some other segments, milk and milk-based drinks for example. At the same time newmeans of packaging are being developed - andconsumers want to find out about them. On thesubject of sustainability, ‘organic plastics’, basedfor example on starch (PHA) or lactic acid (PLA),are gaining in importance. The 2nd PLA BottleConference on 14th and 15th September at theHoliday Inn hotel gives an overview of this sub-ject and takes a look at the availability of rawmaterials plus the latest developments and wastemanagement options.

The options availableRecently customers have come to appreciate theuser-friendliness of pouch packaging. The advan-tage of pouches is that they use very little packag-ing material, with such ecological and economicbenefits as low material costs, and as a result lowtransportation costs. Experts are assuming thefuture growth in pouch packaging will be around10% per annum.

In the soft drinks and mineral water sector thereis great interest in lighter, more cost-efficient clo-sures, and so it is expected that at drinktec 2009producers will be displaying new closure con-cepts with special designs which enable weightsavings.

Glass as a material still provides a lot of scopedue to its mechanical and chemical resilience. Itis very important in the beverage and food indus-try due to its property as a barrier. The increasingnumber of environmentally aware and health-conscious consumers is generating a long termtrend which concerns all areas of life. Thedemands of these consumers applies to bothproducts and packaging equally, and glass in par-ticular ought to benefit from this change in values.For these reasons there are excellent long termopportunities in the market for manufacturerswho use glass packaging.

Beverage cans are light, stackable, non-break-able, convenient to open, offer long product shelf-life and have very good recycling properties.Thanks to their technical potential, they are out-standingly suitable as a medium for innovativeproduct launches. In addition to the pleasuregained from the product inside the can, the optionof embossing, for example, adds an extra tactiledimension. A new development being displayedby one drinktec exhibitor is completely embossedcans, while another exhibitor will soon be pre-senting the first resealable beverage can.

The trend for weight reduction also applies tocans. The weight of today’s 0.33l tinplate cans isaround 22 g. Aluminium cans, with a sheet thick-ness of 0.25 mm, weigh only 11 g. Opening mech-

anisms, design opportunities using coatings andembossing processes, the use of widget technolo-gy – for example using nitrogen to create a betterhead in canned beer – or labelling on the can end,all allow beverage cans to really stand out. Theuse of digital printing to customise round canbodies is also of interest. These options are valuedin the beverage market.

Flexible cans, as they are known, which havejust started to be used for beverages, are being pro-duced on combined shaping, filling and sealingmachines. The film is digitally printed specifical-ly for the customer. The flexible can is light totransport, as only 4 grammes of packaging arerequired for a 200 ml container. It is particularlysuitable for events packaging, and is really a flex-ible stand-up pouch which, due to its cylindricalshape, has good rigidity.

The future of packaging, as drinktec 2009 willshow, is becoming varied, interesting and intelli-gent.

Cold-aseptics beats hot fill“The process of aseptic cold filling was of greatinterest to the non-alcoholic drinks sector in par-ticular,” according to a renowned exhibitor sum-ming up the last drinktec in 2005. Since theninterest has continued to grow, with cold-asepticprocesses proving more popular than hot fill andfilling using cold sterilisation agents. drinktec2009 brings together all relevant producers ofcold-aseptic beverage filling technology at oneexhibition site, giving visitors a fantastic opportu-nity to compare the two processes.

Consumer demand is growing for more naturalbeverages, i.e. those with no preservatives, and forproducts with additional benefits. As far as possi-ble beverages with little or no carbonation, andoften with a high pH level that makes them veryeasily digestible, should be offered to consumers.This calls for aseptic cold filling, which allowsthe implementation of consumer-oriented productconcepts, providing the public with beveragesthat have been bottled gently, with no additionalthermal stress, as is the case with hot filling forexample, and no added preservatives.

Continued over

Around 1500exhibitors fromapproximately70 countries areexpected to takepart in this, theworld´s biggestget-together forthe sector,between 14thand 19thSeptember 2009.

©M

esse

Mün

chen

SDI JUL09.qxd 22/7/09 17:10 Page 35

36 Soft Drinks International – JULY 2009EXHIBITION PREVIEWDöhlerGroup

The DöhlerGroup is a leading international pro-ducer of natural food and beverage ingredientsand will present its latest developments of inno-vative products and product applications.

“We bring Ideas to Life” describesDöhlerGroup’s commitment to support its cus-tomers in developing new products from conceptto realisation.

The DöhlerGroup will be showcasing integrat-ed food and beverage solutions and exciting inno-vations in all key segments including; carbonates,juices, nectars, still juice drinks, smoothies, aquaplus, fruit splash, syrups, tea and coffee drinks,sports and energy drinks. (Hall B2, Stand 302)

Beneo-PalatinitBENEO-Palatinit, one of the world’s leading man-ufacturers of functional carbohydrates, will pres-ent the first toothfriendly beverage applicationswith Palatinose. Visitors can expect samplingopportunities and an in-depth look into the appli-cations of its toothfriendly sugar at theSweetening Concepts Innovation Platform.

BENEO-Palatinit and German-based food andbeverage solutions provider, Döhler will be onstand to discuss the success of bringingPalatinoseTM into recipe solutions and theintense research work that was conducted by thetwo companies. Dr Stephan Hausmanns and histeam, along with partner, Döhler, will be dis-cussing the ingredient’s characteristics, benefitsand its variety of possible applications as well asproviding the details of their recent breakthroughin palatable, toothfriendly beverages. (Hall B1(Sweetening Concepts Innovation Platform)

DaniscoBuilding on an in-depth understanding of the bev-erage industry, Danisco is a leading global suppli-er of ingredients to promote health and nutritionand optimise productivity in traditional beveragesas well as in the most innovative functionaldrinks.

At this year’s event, Danisco will be presentingmany innovative ingredients and solutions for thebeverage industry, including; the HOWARUProbiotic Straw and Extract4Life natural healthextracts. ( Hall B1, Stand 221)

DSM Food SpecialitiesRecent research forecasts sustained growth in thefruit juice sector with market value expected toreach almost £3 billion by 2009. DSM FoodSpecialties will be presenting its portfolio of fruitprocessing enzymes to help manufacturers over-come juice production challenges and ensure theygain maximum value from the sector. In addition,DSM’s sponsorship of this year’s InternationalFruit Week demonstrates the company’s proactiveinvolvement in the sector and long-standing com-mitment to supporting innovation in fruit pro-cessing solutions. (Hall B1, Stand 323)

KronesCutting your operating costs, saving space,increasing line efficiency levels, creating com-plete-system capabilities, using state-of-the-arttechnologies to expand the bandwidth of theproducts being handled, putting optimisedhygiene and safety conditions in place, in short –creating need-responsive solutions: these are thedriving considerations behind what Krones AGhas developed for drinktec 2009. As a complete-system vendor, Krones has long since comple-mented its filling and packaging segments byin-house capabilities for process technology,information technology, intralogistics and factoryplanning - a logical step forward in the group’sholistically inclusive strategy: a whole series ofclients have already single-sourced their completefactories from Krones.

On the Krones stand, visitors will find high-per-formance systems for both wet and dry ends,intelligent IT solutions, customised material flowconcepts, and much, much more. (Hall B6)

SidelWith a booth of more than 4,000 m2 (approxi-mately 43,000 square feet) at drinktec 2009, theIntegrated food and beverage solutions from DöhlerGroup.

DRINKTEC- continued

ColorMatrix will launch itsAmosorb SolO2, highperformance PET barriertechnology, at Drinktec 2009.

Danisco will be presenting many innovative ingredientsand solutions for the beverage industry, including theHOWARU Probiotic Straw.

SDI JUL09.qxd 22/7/09 17:11 Page 36

Soft Drinks International – JULY 2009 37DRINKTECSidel Group will present state-of-the-art technolo-gies and services, innovative solutions designedto meet customers’ current requirements in termsof cost and productivity and a responsibleapproach to the environment.

Sidel will also be unveiling its most recent tech-nological innovations, to include but not limitedto, dry decontamination solutions for sensitivebeverages, the latest-generation equipment forbeer, more responsible solutions for water andCSD markets. (Hall A6, Stand 326)

BericapA worldwide operating manufacturer of plasticclosures, Bericap will present solutions for pack-aging weight savings, new solutions for asepticfillings, latest developments in the sports closuresegment and will underline the advantage of scav-enging systems for oxygen sensitive products.(Hall B3, Stand 502)

ColorMatrixColorMatrix, the leading global innovator in plas-tic liquid colourants and additives, will launchAmosorb SolO2, a high performance PET barriertechnology, at Drinktec 2009. This new technolo-gy ensures extended product protection andlonger shelf-life in oxygen-sensitive beverages,particularly beers, wines and juices. ColorMatrixwill also show its customised dosing systems andDosiXpress™, a web-based colour match, devel-opment and delivery system which gives cus-tomers complete control of colour development,sampling and ordering. A new light blocking solu-tion for the dairy sector will be unveiled, whichpromises improved process capability whileextending shelf-life and optimising containerappearance. (Hall B3, Stand 345)

ClaranorA French company and supplier of equipment,Claranor, will present its new pulsed light instru-ments: for cap decontamination and preformdecontamination (new application).

Claranor will also unveil a reactor for ongoingcold pasteurisation of sugar syrup. This applica-tion decontaminates clear sugar syrups (sucrose,glucose, invert sugar) often used in the prepara-tion of soft drinks, dairy products and in the sugarindustry. Unlike the currently thermal treatments,this equipment kills heat-resistant spores ofAlicyclobacillus acidoterrestris. (Hall A4, Stand 113)

O-IGlobal glass packaging company O-I will presenta conceptual view of glass and glass packaging atDrinktec, where leeading contemporary designerFrancesco Lucchese will be sharing his personalinterpretation of glass on the O-I stand.

Drinktec is one of the most important fairs inthe world for the beverage industry – a source ofinspiration for drinks companies looking for newways of helping their products to stand out, meet-ing the needs and desires of consumers and, whenpossible, offering an element of surprise. O-I istaking this important opportunity to present thepotential and actual benefits of glass both for cus-tomers and for consumers. (Hall A1, Stand 302)

BENEO-Palatinit will present the first toothfriendly beverage applications with Palatinose.

Claranor will present its new pulsed light instruments.

Bericap will present solutionsfor packaging weight savings,new solutions for asepticfillings and the latestdevelopments in sportsclosures.

To participate in theSoft Drinks International

drinktec issue, September 2009contact: [email protected]

or call +44 (0)1202 842222 September 14th to 19th 2009Messe München, Germany.

www.drinktec.com

SDI JUL09.qxd 22/7/09 17:11 Page 37

38 Soft Drinks International – JULY 2009MARKET ANALYSIS

grow. Within the chiller cabinet the cost con-scious are spotting the price differential betweenPET bottles and the gable top liquid carton andmaking the switch. Though PET bottles have thebenefit of a reclosable top, use of liquid carton clo-sures on retail packs has reached 25%, addingease of opening and resealability to the benefits ofgable top and brick liquid cartons alike.

Pouches favoured for new launchesWhilst still a relatively underused pack type,accounting for just under 1% of unit retail softdrinks packaging in 2008, pouches continue topost strong growth. A lightweight package, oftenwith a resealable closure, that offers a good printsurface and stands out on shelf, it is no surprisethat new launches in many sectors are utilisingthis format. It is within juices that pouches haveparticularly come into their own as they are per-ceived as 'fresh' by consumers looking to fruitjuices for a healthy beverage but also combiningthis with extended or long shelf life for conven-ience. Over the past year we have seen pouchesused for the brand extension Perricone SportsJuices in the US, the launch of new brand YomyYomy juice in South Korea, similarly for Fruite inFrance, and the extension of the Vimto brand intoan on-the-go pouch format in the UK.

Glass suffers as consumers 'cocoon'Cocooning – where consumers switch from goingout to spending more time and entertaining athome has many drivers; concerns about terroristactivity, public smoking bans in many countriesand states, and, increasingly in the current eco-nomic climate, the high cost of entertaining out.With beverage sales seeing a switch from foodser-vice to retail, glass bottles are suffering as a result.Glass has managed to leverage the public percep-tion of it as a premium pack type for beverages toretain a strong position in foodservice. Higherprice points mean that consumers have higherexpectations of quality when drinking out.However with the growth in cocooning and enter-

in a weakening economy

Contrary toeconomicinstincts,innovation mayoffer brandowners muchneeded productdifferentiation,writesDr BenjaminPunchard.

In a weakening economy consumption levelsare seeing growth rates slashed and in some

cases consumption dropping overall as con-sumers turn off high cost soft drinks. It is attimes like these that packaging's abilities to com-municate with consumers and sell the productcome into their own – now is not the time forproducts to be hiding away! The need to inno-vate is highest in those high margin categoriesthat are now weakening, such as energy drinks,or in economy categories where consumers cansave by switching to tap water.

Despite this drive, many brand owners arechoosing not to innovate, preferring to wait for thecrisis to ease and taking the short term benefit of areduction in development costs. Where budget isstill being spent there is a clearer drive towardsproduct innovation and marketing, squeezing yetfurther the opportunities for novel beverage pack-aging to hit the shelves. Euromonitor predicts thatit is those brands that continue to develop theirpackaging in tune with consumers changinglifestyles and priorities that will best ride outthese turbulent times.

Liquid cartons offering an economic option

One pack type that has benefited from the recentsqueeze on the consumer wallet is liquid cartons,in 2008 achieving over 5% growth globally on2007 retail unit volumes, rising to 10% in dynam-ic Latin America. Consumers have long beenaware of the health benefits of fruit and vegetablejuice, a category driving much of the growth. Nowthat price has become a significant factor con-sumers are looking again at the benefits of ambi-ent juices in liquid cartons over fresh, and withthis we are seeing uptake of brick liquid cartons

Packaging innovation

Source: Euromonitor

Stand-up Pouch Forecast Regional Performance – 2008-2013

SDI JUL09.qxd 22/7/09 17:11 Page 38

Soft Drinks International – JULY 2009 39PACKAGING DESIGNtaining at home many may still wish to impressand so there may still be space for mid priced andwell-positioned glass bottles in the retail environ-ment. Indeed, in Spain many established brandsof bottled water, for example Font Vella, haverecently launched smart looking glass bottles tocapture this very market.

Convenience and on-the-go still driving small sizes

Despite a desire for economy there still exists astrong on-the-go market that drives a move tosmaller sizes. In addition consumers have grownto expect convenience in their packaging as evi-denced by the growth in liquid carton closures asalready discussed. In times of restricted cash flow,one way for consumers to save is a move from theon-trade to off-trade, especially in countries likeSpain, France and Italy that have strong café cul-tures. This opens up a market for premium-econ-omy RTD coffee beverages where we've seencup-shaped thin wall containers and small sizemetal beverage cans perform particularly well.

Conversely a growth in larger pack sizes in thecore commodity soft drinks reflects a move toeconomy products. This trend is characteristic ofseveral pack types: for instance, in Russia, kvas (atraditional local carbonated drink) can now befound in big sizes including a 3 litre PET bottle.Additionally juice producers underline their fam-ily-sized liquid cartons with an increase in use ofthe 2 litre format. Retail chains, especially theeconomy hypermarkets such as Auchan, are sup-porting these moves by ensuring these economypacks find space on their shelves.

Convenience is also provided by closures thatare not only easy to open but also reclosableallowing storage after the product has been ini-tially opened. Previously beverage cans have beenunable to benefit from reclosability, limiting on-the-go sizes to a single portion. Coca-Cola hasattempted to redress this with the use of a reclos-able can for the Burn energy drink in France.While still early days for this closure, the recentexpansion of the brand Burn Day is in the samereclosable can, suggesting that Coca-Cola believesin the future of this innovation.

A strong on-the-go market drivesa move tosmaller sizes.

Green packagingAnother trend that has continued to influenceinnovation in packaging is that for sustainablepackaging. Able to tick the twin boxes of environ-mentally friendly and cost cutting, lightweighting,where the same pack type and size is made usingless material, benefits consumer and produceralike. With a growing understanding of the costsof heavier packaging in terms of raw materialneeds and transport costs, consumers are begin-ning to understand the benefits of reducing packweight. Though there has been much lightweight-ing activity in glass bottles this growing aware-ness of sustainability right through the supplychain may well start a shift from glass to plasticeven in those higher margin categories whereglass is traditionally utilised to denote quality.

At its end of life consumers now expect pack-aging to be fully recyclable and most developedcountries now have systems in place to extractplastic, glass and metal from the waste stream forthis purpose. The recycling of liquid cartons isless well developed however and in addition topromoting the sustainable nature of the fibre partof the carton, larger carton manufacturers aredirectly investing in recycling plants for liquidcartons. ■

Source: Euromonitor

Dr Benjamin Punchard isGlobal Packaging ResearchManager atEuromonitor International.www.euromonitor.com

Soft drinks retail packaging breakdown – 2003,2008

The International Society of Beverage Technologists wishes to announce the 2009 joint ISBT European meeting and Packaging Technology Committee meeting

Open to members and non-members interested in joining the ISBT

September 17th - 18th 2009Radisson SAS Schwarzer Bock, Wiesbaden, Germany

ISBT members - Free — Non-members - €65

For further information visit: www.bevtech.orgor contact: [email protected] or [email protected]

The world’s leading organisation of professionals and students engaged in the technical and scientific aspects of soft drinks and beverages

SDI JUL09.qxd 22/7/09 17:11 Page 39

40 Soft Drinks International – JULY 2009PACKAGING

Just when you thought the soft drinks marketcouldn’t get any more crowded, along comes

another exciting innovation. New ideas, the re-invention of old ones and new products are domi-nating the 21st century drinks market, withpackaging and brand developers at the forefront ofthis creativity to ensure products appeal to today’sdemanding consumer.

Design and innovation are at the heart of the softdrinks market. In response to changing consumertrends, manufacturers are broadening the numberof products they provide, either with a completelynew offering or by adding a number of lines to anexisting range.

Bucking the trendInterestingly, as other sectors are tightening theirbelts during the credit crunch in an attempt to rideout the storm, the grocery industry appears to berefusing to do so. In fact, quite the opposite is hap-pening. The purveyors of new product develop-ment (NPD) are planning to accelerate innovationto keep consumers spending, a survey by brandmanagement provider Sun Brand Technologiesfound recently. The credit crunch may actually behelping to drive business in this competitiveindustry as brands strive to differentiate them-selves from the rest of the competition.

In tough times even the top soft drinks brandswill cut back on costs in some areas, whilst at thesame time developing other aspects of their busi-ness. For brand owners and retailers, this meansattracting new customers as well as keeping exist-ing ones. A constant flow of innovation is essentialto capture attention and retain custom. Both thebig names and private label brands are delvingdeep into their creative resources to bring outproducts that satisfy the modern consumer.Concerns about health, convenience, a widerchoice of flavours and of course, the rise of ‘green-er’ products have all helped drive this innovation.

And, of course, the part that packaging plays inthis NPD can never be understated. It is essentialthat a drink’s packaging should reflect what’sinside. The packaging must not only match up tothe drink in terms of consumer expectation butalso appeal directly to the target audience.

Multiple choiceFor example, as consumer awareness of health andwellbeing grows, brand owners are respondingwith fortified water, designed to have both internaland external health benefits. And the packagingfor these products is used to reinforce these andappeal specifically to the health conscious con-sumer. This Water recently introduced a new linecombining water, real fruit and antioxidants from

essential in today’s drinks industry

Product andbranddevelopmentdemanddistinctivepackagingsolutions, writesGillian Wight.

Making a difference

green tea, giving consumers the health benefits oftea without needing to drink it. Sip is anotherbrand that has created a distinct identity in the bot-tled water market, containing added vitamins andbotanical extracts to improve skin. For both ofthese brands, the clear packaging allows the con-sumer to see exactly what they are drinking, whilstminimal yet colourful graphics, of flowers andrainbows are used to convey the natural essence ofthe product.

The packaging for Diet Coke’s Plus range retainsthe traditional Coca-Cola bottle shape, ensuring itis instantly recognisable, but features splashes oforange or green, with an accompanying image ofthe sun or a green leaf to reinforce the added ben-efits.

The children’s drinks market is making particu-larly big strides in the number of healthier choicesavailable, with packaging designed to appealspecifically to children. RDA Organic’s Sqqquishyand Squeeezy fruit juices come in a re-sealablesquishy pouch, with bright, bold and colourfulgraphics. The packaging ensures they are fun forchildren, are easy to use and are mess and hasslefree for parents.

The whole packageCaps and closures can sometimes play second fid-dle to the primary pack design, with less time andresources spent on developing new solutions.However, this feature is one of the most importantdevelopments, facilitating many of the packagingdesigns currently in use for on-the-go consump-tion. Other packaging developments such asergonomically designed bottles that fit comfortablyand snugly into the hand during exercise have hada significant impact on consumer lifestyles.

Ensuring that every aspect of packaging deliversits function is no easy task. Packaging must notonly look and feel good, withstand the manufac-turing and distribution process and provide thenecessary shelf life, but also convey the nutrition-al information required by law as well as branding.

Environmental considerationAny new packaging development is now beingdriven by green initiatives, with a great deal ofresearch and development going into creatingdrinks packaging solutions that combine a brand’sessence and product quality with environmentalneeds.

Lightweighting, using recyclable or recycledmaterials and printing using environmentallyfriendly inks are all being explored by packagingdevelopers and brand owners to ensure future pack-aging is as environmentally friendly as possible.

Balancing actThe pressure is on suppliers to really rise to thechallenge. As trends evolve, designers need to beahead of the game to ensure consumers packagingrequirements are met and exceeded in the fast-moving, creative and crowded drinks industry.Packaging development is crucial and will ensureyour product is pushed towards the right audi-ence, portraying the correct message and increas-ing on-shelf availability. Creativity, cost andenvironmental issues are all important factors toconsider and only organisations that excel in theseareas will succeed - and in these uncertain times itis more important than ever to get it right. ■

Gillian Wight is PackagingDevelopment Director at YourPackaging Partner (a division

of Sun Branding Solutions).www.sunbrandingsolutions.com

SDI JUL09.qxd 22/7/09 17:11 Page 40

In a market like this, you need to operate at peak performance. Beverage processors need every advantage they can get. Today, your biggest opportunity lies in innovation. At the Worldwide Food Expo, you’ll see how new technologies can address today’s hot topics — from trends and ingredients to food safety, sustainability and how to “green” your operations and packaging. This is the one event that encompasses the entire dairy, food and beverage production process from beginning to end.

W W W . W O R L D W I D E F O O D . C O M

QUENCH YOUR

INNOVATION

OCTOBER 28–31, 2009 CHICAGO, ILLINOIS McCORMICK PL ACE

MOVING AT THE SPEED OF INNOVATION

So go ahead, quench your thirst and better your bottomline.

WHERE THE DAIRY AND FOOD INDUSTRY COME TOGETHER

REGISTER TODAY!USE PRIORITY CODE ASD08

THIRST FOR


Packaging

DEVELOPMENTS

Moulding firstOHIO-based Plastic Technologies Inc (PTI)has developed a lightweight foamed polyeth-ylene (PET) bottle/jar blow mouldingprocess. Marketed under the oPTI (pro-nounced 'opti') brand name, the process isbased on MuCell technology licensed fromTrexel Inc and is claimed the first of its kind.

According to PTI, the development pro-vides beverage brand owners with abroader range of PET container aestheticsand performance capabilities than previouslypossible. For example, the process enableswhite or silvery coloured bottles to bemade without additives which can limit pack-age recycling. Containers also have a uniquesurface feel and provide tactile 'traction'which minimises slipping. And this processblow moulds details more prominentlywhich enables decorations, such asembossed logos, to stand out better.

“White oPTI bottles provide an environ-mentally-friendly option to conventional bot-tles which use additives to achieve a similartint. Instead of being a contaminant to theclear recycling stream, white foamed bottleswill mould into a transparent bottle afterremelting and subsequent processing,”explained Frank Semersky, Vice-President,PTI.

In addition to white or silver, blue andgreen hues also can be used since thosecolour streams already exist in traditionalPET recycling. The technology also is capa-ble of producing bottles in a variety of pas-tel colours (amber, yellow, pink, etc).

However, these cannot be recycled as partof the clear PET stream. Containers can bemade from slightly translucent to opaquedepending on the desired aesthetics andperformance characteristics.

Because the foam process adds stiffness,lightweighting of up to 5% is also feasiblewithout significant loss of performance. Fur-ther, the technology can produce bottleswith significant light barrier characteristics, up

Reusable flip strawPENGUIN Brands Inc is introducing NathanPerformance Gear Flip Straw Pure Bottles, aline of premium reusable water bottlesmade with Eastman Tritan, a new-generationcopolyester. Tritan is said to deliver theadvantages of traditional copolyesters, suchas clarity and toughness, with high-heat andchemical resistance, improved design flexibil-ity and ease of processing. It also is manu-factured without bisphenol-A (BPA).

“When designing our new line of pre-mium water bottles, we sought a materialthat would fit in seamlessly with the rest ofour product line while meeting consumerdemands,” said Megan Russell, Vice-Presidentof Marketing and Sales, Penguin Brands.“Eastman Tritan copolyester was an exact fitfor our needs. Not only does it offer a BPA-free alternative that is durable and dish-washer-safe, but it also encouragesconsumers to use refillable bottles.”

Nathan Performance Gear, a subsidiary of

Penguin Brands, developed the Flip StrawPure Bottles to allow easy access to fluidswithout unscrewing the cap or tilting the lid.The bottles feature a wide-mouthed, screw-

to 95% reduction in transmitted light. Thefoam bottle technology is applicable to otherresins such as polylactic acid (PLA) and poly-ethylene naphthalate (PEN).

top lid that is easy to grip and large enoughfor easy filling and cleaning, and a finger loopwith QuickClip (patent pending) for attach-ing to belts and backpacks.


SDI JUL09.qxd 22/7/09 17:11 Page 42

Soft Drinks International – JULY 2009 43PACKAGING

● CMB Engineering and Intercan Group haveentered into a licensing agreement for Inter-can’s Sovereign beverage can decorator.Under the agreement, CMB Engineering willbe solely responsible for manufacturing andfulfilment from its Shipley, UK facility. Globalsales efforts will be divided equally betweenthe two companies. The agreement also givesIntercan, which does not have a manufactur-ing facility of its own, access to productionsupport and CMB’s engineering expertise, aswell as full service support for customers.

● Bottle blowing machine manufacturerHTS has opened a new production plant innorthern France in response to the successof its ELS range of machines. “The ordersare coming from everywhere in the world,

In brief… so that we had to extend our manufacturingplant with two new warehouses. We arenow working in full shift,” said a companyspokesperson.

● PURAC, a leading lactides producer forthe bioplastics industry, has been awarded,together with its partners Sulzer Chemtechand Synbra Technology, the 2008 Frost &Sullivan European Polylactic Production Tech-nology Innovation of the Year Award. Thisaward recognises PURAC’s work in the areaof polylactic acid-based (PLA) bioplastics.Together with Sulzer Chemtech and SynbraTechnology, the company has developed anew cost-effective polymerisation process toproduce high-quality polylactic acid from arenewable source which can subsequentlybe converted into a variety of value addedapplications such as expanded PLA-basedbiofoam.

Lightweight forsmooth-walledGRAHAM Packaging Company of York,Pennsylvania has introduced what the com-pany claims to be the lightest-weight bottlein the smooth-walled, hot-fill category, suit-able for teas, juices, and isotonic drinks. Thenew bottle is called the Escape and, saysGraham Packaging, represents a “giant step”forward in invertible-base technology.

Honest Tea, US top-selling organic bot-tled tea company, based in Bethesda, Mary-land, is the first customer to adopt theEscape bottle which is 6.5 grams lighterthan the PET bottle Honest Tea was previ-ously using. President and CEO, Seth Gold-man, said: "As a company, we have a veryhigh commitment to minimising our environ-mental footprint. Our packaging has alwaysbeen our biggest challenge in that regard.This is the single largest improvement we'veever taken in terms of reducing our environ-mental impact."

Paul Kelley, Senior Engineering Managerfor PET Research and Development at Gra-ham Packaging, said, "We're taking about20% of the weight out of the container. Ittakes fewer resources to make the bottleand fewer resources to transport the bot-tle."

The Escape is also fully recyclable.After the bottle is filled and capped, it

goes through a CMA, a ‘continuous motionactivator,’ a machine that inverts the base,which takes up the vacuum in the bottle andcreates a slight overpressure. "This processgives the bottle a rigid feel, like glass, but it'slighter," said Phillip Sheets, Senior ProjectManager for Graham Packaging. "There's nostructural waste and no hoop rings or back-ing panels," Kelley added.

The patented CMA represents a majortechnology advance over the active trans-verse panel (ATP) technology, which Gra-

Best pack forsmoothiesAS smoothies continue their global expan-sion, producers are looking into processingtechnologies and packaging solutions that arespecifically geared towards maintaining prod-uct quality and that offer logistical advan-tages. SIG Combibloc maintains aseptic fillingtechnology in conjunction with aseptic car-ton packs is part of this move forward.

Although there is no global definition ofwhat makes a smoothie, there are character-istic features that are generally accepted asconstituting a smoothie. Within soft drinksthey are at the top end of the premiumproducts range, with whole, high-qualityfruits processed into mixed fruit purees. Thisgives smoothies an extremely high vitamincontent. No sugar, colourants, preservativesor other additives are included.

“In the emerging smoothies market seg-ment, it can be seen that product innova-tions have a particularly positive start in themarket if they come with an appealing, holis-tic product concept and reach the consumerthrough an appropriately positioned pitch”,said Norman Gierow, Market Segment Man-ager for Non-Carbonated Soft Drinks at SIGCombibloc.

In Great Britain, fruit-based smoothies arealready a success. The market is growing in

Western Europe and North America too,and a huge variety of new product conceptsis expanding the range of the creations avail-able. New markets for smoothies are open-ing up in parts of Eastern Europe. Asia andAustralia also offer opportunities for successin the smoothies market, in terms of salesvolumes and the margins for food manufac-turers.

“Sold as fresh products, smoothies needto be distributed and presented within a

closed cold chain system. Rapid deteriora-tion in quality and changes in flavour inthese highly sensitive products can be signifi-cantly minimised by using a gentle asepticprocess to fill the products into cartonpacks”, said Gierow. This filling technologyand the features of the carton packaging areof particular interest in market regionswhere a closed cold chain is unfeasible. Gen-tly packaged in aseptic carton packs, pre-mium smoothies are safely protected andcan be transported and stored in a space-saving manner without refrigeration orpreservatives. The quality of the nutritiousingredients in the product is retained.

According to Gierow, this means smooth-ies packaged in carton packs also offer veryclear benefits in terms of reducing energyconsumption and transport costs and min-imising CO2 emissions. The aseptic cartonpack is made from cardboard, polyethyleneand aluminium. At 75% the main constituentof the composite, the primary function ofthe cardboard is to give the carton pack sta-bility. The polyethylene layers (21%) form liq-uid barriers. Aluminium (4%) protects thepackaged food from light and oxygen. Thiscombination of features retains the quality ofthe products.

Gierow adds that a natural smoothie in arecyclable carton pack, manufactured pre-dominantly from renewable raw materials, isthe perfect vehicle to specifically address thistarget group.

ham Packaging introduced in 2004 to pro-duce the first panel-free hot-fill bottle. Theold inverse-base process required a complexbottle-handling system during manufacturing.The CMA eliminates that and fits into thefilling line.

"The CMA is inexpensive, easy to install,and doesn't require an operator," said MarkLeiden, Graham Packaging's Vice-President ofGlobal Marketing and PET Business Manager."It's the equivalent of putting a labellingmachine in a bottling line."

SDI JUL09.qxd 22/7/09 17:11 Page 43

44 Soft Drinks International – JULY 2009GREEN ISSUES

Environment

Glass campaignTHE European Container Glass AssociationFEVE has devised 'Hank' the singing bottlecharacter to promote glass recycling. Hankuses the line “I’ll be back” as he embarks ona series of cartoon adventures to spread theword about the virtues of glass recycling.

The 'word of mouth' marketing and socialnetworking campaign appears in 14 Euro-pean languages, which FEVE claims makes itthe most international campaign of its type inthe packaging industry.

Hank explains on www.friendsofglass.com,glass packaging is 100% and endlessly recycla-ble. This means that, when glass reaches its‘end of life’, most glass bottles or jars go backto the production cycle as substitutes for rawmaterials in a unique 'cradle-to-cradle' recy-cling loop.

In Europe, nearly 11 million tonnes or 62%of container glass were collected for recyclingin 2007, exceeding the EU target of 60%which had to be reached in 2008 as requiredby the Packaging and Packaging Waste Direc-tive, with Sweden (94%) and Belgium (92%)recording the highest rates.

“The 62% glass recycling rate is a greatresult, which includes data from the newmember states where recycling is still in itsinfancy,” explained Dominique Tombeur, Pres-ident of FEVE. “Now we want to focus onthe huge unexploited potential of theremaining 38% of glass packaging which wasput on the market but which is not yet being

recycled. We hope Hank can help raisegreater awareness about the importance ofglass recycling, and we have created a newmovement called 'Friends of Glass'(www.friendsofglass.com) to support hisefforts.”

According to FEVE’s Secretary General,Adeline Farrelly, glass recycling dramaticallyhelps reduce CO2 emissions. “The amountof glass recycled in 2007 provided the equiv-alent in CO2 savings of removing more than1.7 million cars from the road. . Recyclingglass preserves natural resources: 1 tonne ofwaste glass saves 1.2 tonnes of natural rawmaterials. And recycling glass saves energytoo: for every 10% of waste glass added inthe production cycle at least 2% of energy issaved.”

Up to 90% of waste glass can be used tomanufacture new glass containers, the onlylimit being the quantity and quality of glasswhich is currently collected.

rPET go-aheadPHOENIX Technologies has received a letterof 'no objection' from Canada’s HealthProducts and Food Branch, Health Canadafor the process used to produce the com-pany’s LNO™c brand of recycled, foodgrade polyethylene terephthalate (rPET)resin.

The Food Packaging Materials and Inciden-tal Additives Section of the Chemical HealthHazard Assessment Division was respondingto Phoenix’s request for comments on theacceptability of the recycling process fortreating post-consumer rPET that would sub-sequently be used to produce food packag-ing. The letter of no objection pertains tocontainer rPET content 'of up to 50%.'

The LNO™c process relies on Phoenix’spatented “extremely small particle size” tech-nology. The tiny particle size enables muchmore efficient decontamination compared toother processes, resulting in faster outputand significant energy savings. (The ‘c’ in thebrand name refers to the ‘compacted’ resinthat is the end result.)

“Colour, yield and taste attributes havetraditionally been stumbling blocks in pro-ducing viable rPET – particularly with verysensitive liquids, such as water. Our LNO™cprocess overcomes those obstacles,” saidLori Carson, Sales and Marketing Manager.

Post consumerwaste labelSTORA Enso has developed NeoSet, a one-side coated wet strength label paper con-taining a high percentage of PCW fibres.Thisnew label paper is designed for optimal per-formance in high-speed converting andlabelling lines. It meets all requirements ofwet strength label papers that are especiallyused for the production of labels for waterand soft drink bottles. The label is being pro-duced at Stora Enso’s Uetersen Mill in Ger-many.

“With NeoSet we respond to the grow-ing interest from brand owners in packagingsolutions with further improved ecologicalefficiency characteristics,” said Eckhard Kallies,Vice-President Packaging Papers. “Weimprove the environmental profile by replac-ing a high percentage of virgin fibre withpost-consumer-waste content. At the sametime, print results, labelling performance aswell as final product appearance of NeoSet

are virtually identical to those using 100%virgin fibre materials.”

Testing was conducted on all aspects oflabel production: from printing, die-cutting,labelling and wash off. All feedback from ini-tial production tests and customer trials wasvery positive. Stora Enso says that in view ofthese “excellent results”, the company aimsto increase the PCW content of NeoSet toa maximum level, while keeping technicalpaper properties on the existing levels.

Aussie report saysdeposit systemexpensiveA REPORT by Australia’s Environment Pro-tection and Heritage Council, released bythe country’s federal and state environmentministers at a meeting in Tasmania, confirmsindustry predictions that a national container

deposit levy (CDL) would be an expensiverecycling option and less convenient for con-sumers. An annual cost of nearly A$500 mil-lion a year would lead to consumers facingsignificantly higher prices for bottled andcanned beverages.

The report has been hailed by the Aus-tralian Food and Grocery Council which has– along with the Australian Beverages Coun-cil and other stakeholder organisations –been vociferous in opposing a mandatoryCDL regime. “This report proves that underCDL, the majority of the costs for recyclingcontainers will be borne by consumers,” saidKate Carnell, the AFCG’s Chief Executive.

The overall cost was not just an extra 10cents on container purchases, she pointedout. “There is the non-refundable handlingfee as well as the added inconvenience ofno longer being able to place containers intheir recycling bins for kerbside collection.Instead, they will face the hassle of beingforced to travel often considerable distancesto recycling depots to receive a smallrefund.”

Carnell said her organisation supportedthe Environment Protection and HeritageCouncil’s recommendation to conduct acommunity attitudes survey to gauge thepublic’s willingness to pay for a containerdeposit scheme. “The food and beverageindustry is more than happy to work withgovernment and other stakeholders on atransparent community attitudes survey.”

The report is available on www.ephc.gov.au

SDI JUL09.qxd 22/7/09 17:11 Page 44

Soft Drinks International – JULY 2009 45GREEN ISSUES

Britvic reports onsustainabilityA 30.2% reduction in energy used in manu-facturing and a 23.6% reduction in carbonemissions per tonne of product producedsince 1997 has been achieved by Britvic SoftDrinks. The company's second corporateresponsibility report shows that these savingshave been achieved despite a 45% increase inthe amount of product manufactured eachyear, and using only 1.4% more energy, inabsolute terms, compared to 1997.

A range of sustainability improvementshave been achieved in line with Britvic's new‘Playing Our Part’ strategy, which encompassesfour key areas of focus:

• Increasing the efficiency of operations:Britvic has saved 444, 187 product miles since2007 by working closely with hauliers andplanning teams

• Optimising the environmental perform-ance of packaging: Since 2000 Britvic hasremoved an annualised saving of 11,000tonnes per year from total packaging wasteand is on track to remove an additional 5,000tonnes by 2010.

• Supporting local and global communities:Britvic has improved the integrity of its supply

Malaysian schoolscontinue projectFOR the third consecutive year, Malaysia’sF&N Coca-Cola and the Shah Alam CityCouncil have co-operated in running athree-month campaign which aims to makechildren think of recycling as a normal partof everyday life. The previous two campaignshave not only been a practical success inrecycling waste material but are also givencredit for instilling a recycling culture in theShah Alam area. They, and this year’s pro-gramme, have been widely publicised, with arub-off effect elsewhere in Malaysia.

The 2009 campaign is based on an‘Awareness of Global Warming’ theme - theeducational elements feature the benefits ofrecycling in minimising the effects of climatechange. As well as learning, youngsters takingpart in the campaign also compete for cashprizes based on the weight of recyclableitems collected; winning schools also receivetrophies.

“Adults are usually set in their ways, butchildren are open to new experiences andopportunities to learn,” said James Teo,F&NCC’s Managing Director. “Besides thehome, kids spend a huge chunk of their livesin school. Schools are designed to equip ouryouth for the future, so the best place tospread the environmental and recycling mes-sage to children is through our schools.Through this platform, we can teach themabout the importance and benefits of recy-cling and motivate them to practise it daily.”

Artist’s recyclingcreativity in FijiCRAIG Marlow is known in Fiji – and,increasingly, further afield – for doing things alittle differently. While the artist has beenwidely praised for his detailed cultural rendi-tions, his strong support for environmentalissues has led to practical solutions as wellas advocacy.

His creation of flowers, chandeliers andother works of art from plastic bottles hasbeen recognised as a new form of Fijian art,in popular demand with locals and visitors.

The activist artist doesn’t wait for otherpeople to bring him recycled containers,though – while he welcomes contributions,he spends an hour or two most days walk-ing the streets of Suva, the Fijian capital, col-lecting usable debris and helping dispose ofmaterial he cannot utilise.

AccoladeAMCOR Flexibles has received the C+ Car-bon Positive Footprints 50 Employees+award for successfully cutting carbon emis-sions and managing its carbon footprint. Theaward was received by Russell Granville,Product Development Manager, and LinFreely, Marketing Co-ordinator at Amcor Flex-ibles Ledbury, during the Prince's May DaySummit on Climate Change.

The jury was impressed by Amcor Flexi-bles Ledbury site’s Environmental ActionCommittee, employee involvement and localcommunity projects. They valued the site'sability to manage its carbon footprint and toachieve CO2 savings of 2,000 tonnes perannum.

Organised by Business in the Communityand supported by Advantage West Midlands,the West Midlands C+ Carbon PositiveAwards were held for the first time. Theawards are intended to promote companieswho are leading the way in carbon reduction.

Russell Granville with Lin Freely.

● RECOUP, a UK not-for-profit organisationadvising on recycling, with particular emphasison plastics, has been supporting Tesco in itsnew campaign aimed at encouraging pedes-trians, shoppers and office workers to recyclemore. The £25,000 ‘Recycle on the Go’ unitswill be trialled at nine stores in the Essex,Herts and Hampshire areas and, if successful,rolled out across the rest of the UK.

● Innovia Films' compostable cellulose-based packaging film, NatureFlex, has beenput to the test by the UK's leading con-sumer body, Which? In the May 2009 editionof the Which? Gardening magazine, five com-postable materials, used in supermarketpackaging, were tested using a home com-post bin in the usual way - filled with gardenwaste and turned at two and four monthintervals. Observations were recorded as to

In brief…

how well each item composted. NatureFlexwas judged to have “performed brilliantly”and is described: “Very impressive. the mate-rial completely breaks down in just a fewweeks.”

● More than 50 US Army National Guardfacilities in Illinois, through support from theIllinois Recycling Association, will enhancetheir recycling programmes by using recyclingbins donated by Alcoa. More than 1,000green, 22-gallon bins have been shipped fromAlcoa Recycling in Tennessee to the IllinoisArmy National Guard State Headquarters atCamp Lincoln in Springfield, Illinois, for distri-bution throughout the State. Alcoa Recyclingwas started in 1978 to recycle used bever-age containers. Since then, Alcoa Recyclinghas become an industry leader by recyclingaluminium of all forms, including cans.

chain by strengthening its own Ethical TradingPolicy, by increasing the number of suppliersreporting via SEDEX (Supplier Ethical DataExchange).

• Supporting healthy lifestyles andemployee wellbeing: The company hasresponded to consumer demand for morenatural products through the launch of prod-ucts such as Robinsons be Natural and PepsiRaw.

Britvic has also recently launched a newlong term community investment strategycalled ‘Learning for Life’ to add value to com-munities that support its business. Partnersunder this new strategy include Barnardo’s asBritvic’s company charity over the next threeyears, FareShare, who distribute surplus stockto good causes across the UK and the EssexCommunity Foundation, which manages twoBritvic funds to help local families and sup-port environmental projects.

He credits his mother, Liebling Marlow, forencouraging him to recycle, starting fromwhen he was very young. Marlow’s manyenvironmental activities include raisingawareness of the plight of sea turtles andinvolvement in both Fijian and internationalnon-government organisations.

SDI JUL09.qxd 22/7/09 17:11 Page 45

46 Soft Drinks International – JULY 2009PEOPLE

Human Resources

IN A restructuring exercise The Coca-ColaCompany has combined three functions,Global Business Services, Global InformationTechnology and Transformational Productivity,into one organisation: Global Business andTechnology Services (GBTS). Effective 1st JulyHarry Anderson, former Vice-President andController, will lead GBTS and report toAlex Cummings, Chief Administrative Officer,and Gary Fayard, Chief Financial Officer.

The company’s management will recom-mend at the July Board of Directors meetingthat the Board elect Kathy Waller as Con-troller, effective 1st August and that ConnieMcDaniel be appointed Chief of InternalAudit. Jeremy Faa, currently Global Directorof Finance Transformation, will expand hisresponsibilities to include the overall strategicdirection and implementation of the globalfinance transformation. Ann Taylor, currentlyVice-President and Chief Financial Officer,Transformational Productivity, will head upGlobal Business Services, effective 1st July,reporting to Mr Anderson.

PepsiCo, Inc announced that Tessa Hiladohas joined PepsiCo as Senior Vice-President,Finance and Treasurer, reporting to ChiefFinancial Officer Richard Goodman. Shereplaces Lionel L. Nowell, III who has nowretired.

The UK's Food and Drink Federation(FDF) has appointed Melanie Ruffell Nutri-tion Manager. She will be responsible for sci-entific, technological and regulatorydevelopments related to nutrition policies,diet and public health.

Severn Trent Services has announced addi-tions to its UK staff reflecting expandedEuropean business development opportuni-

APPOINTMENTS

Martin Eisenring and Kevin B. Kramer.

ties. David Barrett has been named UK Busi-ness Development Manager; Alan PickettEuropean Sales Manager, Disinfection; andMichael Baran Strategy and DevelopmentAnalyst.

Based in Batavia, Illinois, Portola PackagingInc, manufacturer and marketer of tamper-evident plastic closures used in beverages,has appointed Kevin Kwilinski as its Presi-dent and Chief Executive Officer.

Martin Eisenring has been appointedHead of Marketing for Glanbia Nutritionals’Customised Premix Solutions. He is responsi-ble for marketing and strategy developmentof the company’s nutritional solutions.

Danone Waters of America has appointedtwo vice-presidents: Jerome Goure joins thecompany as Vice-President, Marketing, NorthAmerica and Steve Finn joins as Vice-Presi-dent, Retail Sales, US. Goure will overseemarketing and communications programmingfor all brands in the Danone Waters ofAmerica portfolio, whilst Steve Finn is return-ing to the company to lead the US retailsales organisation for the Evian NaturalSpring Water business.

Alcoa US has announced that Kevin B.Kramer has been appointed to the newposition of President, Growth Initiatives,responsible for supporting commercialisationstrategies for organic growth across thecompany.

Pushing energyWHEN Steve Jugan, Allied Brand Managerfor Hansen’s Beverage Company, decided tomake Lost Energy the title sponsor for ThePush, an ultimate actions sports adventuregame, he showed his dedication by takingpart. A one day, non-stop hexathlon ofaction sports – snowboarding, motocross,downhill mountain biking, skateboarding,wakeboarding and surfing – The Push isdesigned to literally push an athlete bothmentally and physically from one event toanother for 15 hours straight across 160miles of Southern California.

Jugan, a self-professed action sports

Harry E. KorabIT IS with great sadness that The Interna-tional Society of Beverage Technologists(ISBT) announces that the Society’s firstExecutive Director and a dedicated industryleader, Harry E. Korab, passed away on 9thMay.

In 1953, Korab was named the SecretaryTreasurer of the then brand new Society ofSoft Drink Technologists. The Society wasorganised to promote, develop and dissemi-nate the knowledge of the art and scienceof beverage technology, a charter thatremains in its bylaws today.

He later served as the Executive Directorof the Society and watched membershipgrow from 47 to 1,000 members when heretired from the position in 1992. Early on,Korab established and continuously fosteredthe non partisan exchange of informationwithin the Technical Committees that hascome to define the Society. Over the years,these forums have been responsible for thedevelopment of guidelines and methods thathave become industry best practices aroundthe world.

Today, the Society is known as the Inter-national Society of Beverage Technologists(ISBT), and 25% of the Society’s memberswork in 31 countries outside the US.

Korab was a good friend to many long-time ISBT members and his dedication tothe industry will never be forgotten.

Food safety award JOY Gaze, Deputy Head of Microbiology, atCampden BRI is to receive the IAFP 2009GMA (US Grocery Manufacturers Federation)Food Safety Award, in recognition of her pre-eminence in and contribution to the field ofmicrobiological food safety. It will be presented

at the International Association for Food Pro-tection Awards Banquet in Texas in July.

Joy has over 30 years of applied researchexperience and is widely recognised as anauthority in the area of thermal microbiology,having provided consultancy to many nationaland international companies and contributedto many international microbiology confer-ences.

enthusiast and native of California, was con-vinced that the event catered to hit LostEnergy's target audience.

OBITUARY

Send your news to:

[email protected]

SDI JUL09.qxd 22/7/09 17:11 Page 46


JULYJULY15th – 17thBevTek & BrewTekSNIECShanghaiChinawww.propakchina.com

AUGUSTAUGUST27th – 29thNatural Products Expo AsiaHong Kong Convention & ExhibitionCentreHong KongChinawww.naturalproductsasia.com

SEPTEMBERSEPTEMBER14th – 19thDrinktecNue Messe MünchenMunichGermanywww.drinktec.com

15th – 16thWorld Food MoscowExpocentr at Krasnaya PresnyaFairgroundsKrasnaya PresnyaRussiawww.world-food.ru

17th – 18thISBT European meeting and PackagingTechnology meetingRadisson SAS Schwarzer Bock,WiesbadenGermanywww.bevtech.org

23rd – 26thLabelexpo EuropeBrussels ExpoBrusselsBelgiumwww.elabelexpo-europe.com

BELGIUM

GERMANY

RUSSIA

GERMANY

CHINA

CHINA24th – 26thEU VendKoelnmesseCologneGermanywww.euvend.com

29th – 1st OctPPMA ShowNational Exhibition CentreBirminghamUKwww.ppmashow.co.uk

OCTOBEROCTOBER5th – 7thPack ExpoLas Vegas Convention CenterLas VegasUSAwww.packexpo.com

10th – 14thAnugaKoelnmesseCologneGermanywww.anuga.com

14th – 16thHi JapanTokyo 'Big Sight' Exhibition CenterTokyoJapanwww.fi-events.com

28th – 31stWorldwide Food ExpoMcCormick PlaceChicagoUSAwww.worldwidefood.com

USA

JAPAN

GERMANY

USA

UK

GERMANY

Events Diary

NOVEMBERNOVEMBER17th – 19thFi EuropeMesse FrankfurtFrankfurtGermanywww.fi-events.com

24th – 28thSIMEIFiera MilanoMilaItalywww.simei.it

24th – 26thOwn Label ShowBarbicanLondonUKwww.ownlabelshow.co.uk

24th – 26thCBST - China International BeverageIndustry Exhibition on Science &TechnologyShanghai New International Expo CentreShanghaiChinawww.chinabeverage.org/cbst

DECEMBERDECEMBER2nd – 4thInternational Food & Drink Expo IndiaPragati MaidenNew DelhiIndiawww.indiafooddrinkexpo.com

6th – 8thDubai Drink Technology ExpoDubai International Convention andExhibition CentreDubaiwww.drinkexpo.ae

UAE

INDIA

CHINA

UK

ITALY

GERMANY


SDI JUL09.qxd 23/7/09 11:02 Page 47

48 Soft Drinks International – JULY 2009FROM THE PAST

Parlous outlook of the tradeIt was all very well for Tom Hood to sing:

We will not woo foul weather all toosoon,Or nurse November in the lap of June.

The simple appalling fact is that wehave had to do it in this year of grace,1909. Nurse forsooth! We have enduredthe experience with a loathing, a repug-nance, and a chagrin that has been all themore bitter because it has been the off-spring of empty breeches pockets.

I may be said to have my finger on thepulse of the national trade. I can recall noperiod – and in this I am corroborated byMr William Tooke, the Secretary of theNational Union – when the outlook wasmore dreary, when the prospects were sofraught with financial trouble, and whenso many makers were confronted with the

menace of ill-fortune, and possible ruin.We had reared great hopes of the assur-ance of a glorious summer. We had confid-ed to one another that the promise of May- that effulgently-beautiful May – meantthirsty souls, parched throats and swollenprofits, profits sufficient, indeed, to reha-bilitate the trade in the esteem of thebankers.

Those hopes have been brutally,ruinously falsified. “The miserable,”quoths Shakespeare, “hath no other med-icine, but only hope.” Alas! Our's is thathope which deferred maketh the heartsick. An honourable trade playing an hon-ourable part has been dealt another blowwhen it could lease bear it. We are in aparlous condition, thanks to influencesover which we have no control. Naturehasn't played the game with us. Wedeserved better of her than howling windsin July, hurricanes of rain and coldspasms that know no thirst. And naturehas been aided in her malice by statecraft.“I'll drink no more whisky at that price,”says the whisky lover when he learns theprice the distiller wants as a sequel to theBudget. And when the whisky lover refus-es to drink whisky he needs less soda

Swiss drink makes London debutThe Swiss sparkling health drink, 'Rivella',was introduced to this country recently ata reception held in London by HorlicksLtd, who, in agreement with RivellaInternational, are producing and bottling itin Great Britain.

This unusual drink, which has alreadydone well on the continent – 15 millionbottles were sold in Switzerland alone lastyear – is confidently expected by its spon-sors to become a good seller over here.

'Rivella' is a non-alcoholic drink havingits origin in milk. It is derived from wheyby a unique biological process producingnon-alcoholic fermentation. It is flavouredwith extracts of mountain herbs and fruits,and pasteurised.

The use of whey and sour milk productsfor the treatment of many conditions hasbeen known for hundreds of years andSwitzerland, in particular, has beenfamous for its whey cures for over a centu-ry. Although 'Rivella' is smooth and vel-vety to the palate, it has a pH as low as 3.2and is therefore most useful for patientswith low stomach acidity. By virtue of itslactic acid and mineral content it also hasa marked buffering effect which will

diminish symptoms associated withhyperacidity and is therefore a suitabledrink in most cases of digestive upset.

New apple drinkA concentrated apple juice, produced byvacuum freeze-drying techniques, waslaunched last month by C. Robinson & CoLtd of Tenbury Wells under the name'Dapple'.

Heavy advertising is planned for thisnew product, using point-of-sale material,

with which to alloy it. But nature is thebigger offender of the two!

A new sealAn ingenious bottle-stopper has beenpatented, under the name of the'Champion Bottle Seal,' by the inventor,Mr Jacob Hermann, who is managingdirector of the company, which is nowengaged in introducing the seal to theBritish market. It is claimed for this sealthat it is perfectly sanitary, and that thepart which comes in contact with the bot-tle is made of the finest qualityGovernment-inspected block tin. One ofthe most distinctive marks of theChampion Seal's method consists in thefact that no lever is required to open it.You simply pull the tab at the side, whichis embossed with the word “pull” - that isall. The seal is claimed to preserve thecontents of the bottle for an indefinitetime. Climactic changes will not, so it isurged, affect this seal in the slightestdegree. No contamination can, so it isasserted, arise from the sealing medium.All the employees engaged in the manu-facture of the seals are, we are told, pro-vided with overalls and head-gear, so thatnot even the hair of their heads can comein contact with them.

Sourced by Stewart Farr

100 Years AgoFrom the Mineral Water Trade Journal ofJuly 1909

50 Years AgoFrom the Soft Drinks Trade Journal ofJuly 1959

large spaces in the press in theMidlands and also TV. Agentshandling the marketing and adver-tising are Dolan, Ducker,Whitcombe and Stewart.

Eleven tons of orange compound by airA giant DC.6C aircraft from theEagle Aviation fleet carried 11tons of concentrated orangesquash compound to Kuwait lastmonth.

Awaiting its arrival in Kuwaitwas His Excellency Sheikh Duej alSabbah, who controls a bottlingfactory there, which will convertthe compound into orange squashand orangeade for sale throughoutthe Middle East under the name of'Al Sabbah'.

The compound was exported byW.J. Bush & Co Ltd.

Cola in DenmarkLast year's reduction of the Danishtariff on the import of ingredients

for cola drinks has resulted in the appear-ance of Coca-Cola in Denmark this month.A large Copenhagen dairy company,Dadeko, has the Coca-Cola franchise andhas now started operations.

Considerable competition is expected asa number of Danish breweries, which alsoproduce soft drinks, have together formedthe Danish Cola Drink Co which will mar-ket a new product under the description'Jolly Cola'. ■

SDI JUL09.qxd 22/7/09 17:11 Page 48


ElectrochemistryJENWAY’s latest electrochemistry prod-ucts span the measurement of pH, con-ductivity and dissolved oxygen. A com-prehensive range of specifications isbacked by excellent technical support tohelp customers select the right instru-ment for their applications.

With two independent channels thespace-saving 3540 is a true combinedpH and conductivity meter – ideal for awide range of batch analysis or continu-ous monitoring applications, includingwater purity analysis. Two conductivitymeters – the 4510 for routine work andthe 4520 for GLP compliance – canresolve most conductivity measurementproblems, from pure water applicationsto concentrated or contaminated samplemeasurement. And the 9500 dissolvedoxygen meter has full GLP support andBOD (biological oxygen demand) pro-gramming.

Bibby Scientific Limited Beacon Road, StoneStaffordshireST15 0SAUK

Tel: +44 (0)1785 812121 www.bibby-scientific.com

Flame photometersTWO new Jenway flame photometersoffer accurate determination of up tofive elements, as well as automaticflame failure detection. The JenwayPFP7 and PFP7/C are low temperature,single channel flame photometers,designed for routine determinations ofsodium, potassium, calcium, bariumand lithium. The industrial model PFP7is supplied with filters for all five ele-ments; the PFP7/C for clinical usemeasures Na, K and Li. Both versionsfeature electronic ignition, fine andcoarse sensitivity controls, and auto-matic flame failure detection to ensureuser safety at all times. Fuel options arepropane, butane, natural gas or LPG.

Flame photometry provides a simplemethod of analysis and concentrationdetermination of elements whichcannot easily be measured using anyother technique.



INFORMATION AS SUPPLIED BY THE MANUFACTURERS OF THE PRODUCTS AND SERVICES FEATURED

A f o c u s o n e q u i p m e n t a n d s e r v i c e s

Wet bottle codingCODING and marking specialist LinxPrinting Technologies has launched atotal bottle coding solution designed tocope with a range of environments,specifically those that are particularlywet and humid. The Linx 4900BC com-prises a robust Continuous Ink Jet (CIJ)printer with a specially developed stickyink for permanent coding and a uniqueair knife drying system, ensuring reliable24/7 operation at the high speedsrequired.

The Linx 4900BC comes with LinxBlack versatile beverage ink 1058 whosesuperior adherence is ideal for glass, PETand PLA. The ink penetrates condensa-tion to provide good print quality andexcellent permanence right up to thepoint of its removal in caustic bottlewashers (if required). The integratedprinthead and air knife system ensuresthat printing always occurs on the driedarea for consistent code quality.

Linx Printing Technologies LtdBurrel RoadSt IvesCambridgeshire PE27 3LAUK

Tel: +44 (0)1480 302100 www.linxglobal.com

CIP pump innovationWRIGHT Flow Technologies has intro-duced Revolution TM, the first true CIPHybrid Circumferential Piston & Lobepump. This latest innovation mergesthe benefits of two technologies: thisplatform delivers increased productyield, reduced lifetime costs, and high-end cleanability (CIP) giving increasedstandards of hygiene.

“Uno spettacolo,” said one mainte-nance manager currently using thispump on tomato pulp. “Productdamage has been 100% eliminated;linear pumping results in 50% lesssteam consumption; and this is the firsttrue CIP CP pump .Very good Results!”The RevolutionTM features capacitiesto 432 m3/hr and pressures to 31 Bar,with all seals front replaceable, pre-filled maintenance free gearbox, self-draining pump head and the flexibilityto choose the best rotor technology tofit the application.

Wright Flow Technologies LtdEdison RoadEastbourneBN23 6PTUK

Tel: +44 (0) 1323 509211www.wrightflowtechnologies.com

Catalogue and webJENWAY has published its first cataloguewhich features over 90 colour pages givingfull technical details and ordering infor-mation. Recent product releases appearingin the new catalogue include the 6315,6800 and 67 series spectrophotometers, aswell as updated electrochemistry productsfor the measurement of pH, conductivityand dissolved oxygen.

The catalogue complements the launchof a new website at www.jenway.com.Robert Skehens, Bibby Scientific Market-ing Director, said, “With the launch of thefirst Jenway catalogue we are able to givecustomers a comprehensive insight intoall of our high quality scientific instru-mentation. Whether they refer to a hardcopy or access the information online viathe new Jenway website, the cataloguewill be essential reading for users of tech-niques including electrochemistry, spec-trophotometry, fluorimetry, colorimetryand flame photometry.”



Dust collectionFLEXICON (Europe) Ltd has developeda Sanitary Bag Dump Weigh Batch Sta-tion with integral mechanical conveyorwhich collects dust created duringmanual dumping of bulk materials frombags, boxes, drums and other containersand discharges bulk material by weight.

A high velocity vacuum fan drawsairborne dust onto two cartridge filters.Automatic reverse-pulse filter cleaningmaintains efficient, continuous opera-tion by releasing short blasts of com-pressed plant air inside the cartridgefilter on alternating cycles, causing dustbuild-up on the outer filter surfaces tofall into the hopper. An integral flexiblescrew conveyor is supported by a boomthat cantilevers from the frame of thesystem which is supported on loadcells, allowing loss-of-weight batchingdirectly from paper sacks and othermanually dumped containers.

Flexicon (Europe) Ltd89 Lower Herne RoadHerneHerne BayKent CT6 7PHUK

Tel: +44 (0) 1227 374710www.flexicon.co.uk

SDI JUL09.qxd 22/7/09 17:11 Page 49

Buyers’ Guide50 Soft Drinks International – JULY 2009

DÖHLERGROUPRiedstrasse 7-964295 DarmstadtGermanyPhone +49 6151 306-0Fax +49 6151 [email protected]

RZ-Katalogeintrag_engl_42x65mm.indd 115.10.2007 15:49:04 Uhr

COLOURS

BEVERAGE INNOVATION

ASPARTAME

CITRIC ACID

ADM Specialty Ingredients

Pickerings RoadWidnes, Cheshire WA8 8XWTel: 0151 424 2513Fax: 0151 420 [email protected]

★ NATURAL COLOURS★ EXTRACTS★ EMULSIONS

(For soft drinks)

Contact SalesKanegrade LtdIngredients HouseCaxton WayStevenage, Herts SG1 2DFEnglandTel: +44 (0)1438 742242Fax: +44 (0)1438 742311Email: [email protected]: www.kanegrade.com

Bell Flavors & Fragrances

Schimmelstrasse 1,04205 Leipzig (Miltitz), GermanyTel.: +49-0)341-94510Fax: +49-(0)341-9411669e-mail: [email protected] information and sample requests at:Web: www.bell-europe.com

Ingredients

Contract Bottling

Closures

Claremont Ingredients LimitedUnit 2B, Aspect Court Silverdale Enterprise ParkNewcastle-under-LymeST5 6SS, UKtel: +44 (0)1782 623883fax: +44 (0)1782 623773email: [email protected]: www.claremont-ingredients.co.uk



For a personalised service, pleasecall David at Devon Hills Ltd.

Tel: +44 (0)1837-831-00email: [email protected]

Contract Bottling

Contract bottlingof Water, and softdrinks in PET,HDPE, and Glass.We can apply wraparound labels, selfadhesive, and fullshrink sleeve.

CARAMEL COLOURS

NATURAL COLOURS

Natural and nature-identical food colouring

Ringe & Kuhlmann GmbH & Co. KG

www.riku.com

ESSENCE & FLAVOURS

SDI JUL09.qxd 24/7/09 2:56 Page 50

Buyers’ GuideSoft Drinks International – JULY 2009 51

FRUIT JUICE BLENDS

FRUIT JUICE CONCENTRATE AND EXTRACTS

★ FRUIT JUICE CONCENTRATES(Citrus, Tropical & Red)

★ NATURAL COLOURS & EXTRACTS

★ FRUIT AROMA/ESTERS★ BOTANICAL EXTRACTS

(e.g. Kola, Guarana, etc.)


★ FLAVOURS★ ESSENCES★ AROMAS★ EMULSIONS/CLOUDS


ESSENCE & FLAVOURS – cont.



Reach buyers in more than 100 countries

email: [email protected] calll: +44 (0)1202 842222

FRUIT JUICE CONCENTRATES

Blends, Purees and NFC

Frutarom (UK) Ltd

Turnells Mill Lane, Denington Industrial Estate,Wellingborough, Northhamptonshire NN8 2RNTel: +44 (0)1933 440343Fax: +44 (0)1933 440267Email: [email protected]

SDI JUL09.qxd 24/7/09 2:56 Page 51

Processing

Bottleworks LtdThe One Stop Shop for Container Processing

The Only Comprehensive Secondary Processing Service Provider

High Speed sleevingapplicators, full body/partialbody/tamper evident and special promotions.

High Speed PressureSensitive “no look label”labelling applications, full wrap,front, back & neck etc.

Spray Coating, Specialist glass container finishing

Contract Packing, Multi-Packing,Cluster Packing, Add on promotional Packing,Quality Re-pack andspecialist developments

Tel: 01924 896975Fax: 01924 895373Email: [email protected]

Bottleworks LtdUnit 19 Imex Business CentreRipley Drive, NormantonWest Yorkshire WF6 1QT

Plant & MachineryLabelling

Harland Machine Systems

2 Michigan AvenueSalfordManchester M5 2GYTel: 0161 848 4800Fax: 0161 848 4830Website: WWW.harland-hms.co.ukEmail: [email protected]

LABELLING MACHINERY FILTERS

SPORTS DRINK INGREDIENTS

POTASSIUM SORBATE

SODIUM CITRATE BP

ADM Specialty Ingredients

Pickerings RoadWidnes, Cheshire WA8 8XWTel: 0151 424 2513Fax: 0151 420 [email protected]

FILTER SYSTEMS

Domnick Hunter

Durham Road,Birtley,Co. Durham DH3 2SFPhone: 0191 410 5121Fax: 0191 410 5312E-mail:[email protected]: www.domnickhunter.com

AMC Chemicals (UK), Ltd.Cap House, 9-12 Long Lane

London EC1A 9HATel: 020 7466 5460 Fax: 020 7466 5461

[email protected]

ASCORBIC ACID

ASPARTAME

CAFFEINE

POTASSIUM SORBATE

QUININE

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]

HERBAL EXTRACTS

NATURAL EXTRACTSWilliam Ransom & Son plc

Burymead Road, Hitchin, Herts SG5 1RT, England

Tel: +44 (0)1462 437615Fax: +44 (0)1462 420528

Email: [email protected]



FRUIT JUICE CONCENTRATES Citrus,

Tropical and Red

“BAG IN BOX” RACKING

Vend/Dispense

STP Drink Equipment

Unit 3, Greenwood Court,Ramridge Road, Luton,Bedfordshire LU2 0TNPhone: 01582 481649Fax: 01582 451265Email: [email protected]: www.stpequipment.co.uk

Launching soon...

on-line

Buyers’ Guide

call

tel: +44 (0)1202 842222

or email: [email protected]

for further information



SDI JUL09.qxd 24/7/09 2:56 Page 52

WALLARTUSED EQUIPMENT FOR THE BEVERAGE INDUSTRIESTel. +33 320 93 66 71 Fax: +33 320 92 80 74www.wallart.fr [email protected]

USED EQUIPMENTBUYING? SELLING? CALL US!

Process equipment (tanks, filters, premix…)

Preform injection

PET Blow moulders (SIDEL, ADS, Krones…)

PET bottling lines

Glass bottling lines

To Advertise your

Call +44 (0)1202 842222

PRODUCTS,SERVICES,AUCTIONS

orSECONDHAND

EQUIPMENT SALES

SDI JUL09.qxd 22/7/09 17:12 Page 53

World Fair for Beverage and Liquid Food Technology

wob

Mün

chen

14–19 September 2009

New Munich Trade Fair Centre

drinktecGo with the fl ow.

Buy your ticket online!www.drinktec.com

UK and Ireland:Pattern Ltd. . Tel. (020) 8940 4625 . Fax (020) 8948 1442 . [email protected]:Tel. (+49 89) 9 49-1 13 18 . Fax (+49 89) 9 49-1 13 19 . [email protected]

Dt09_SoftDr_186x270_GB.indd 1Dt09_SoftDr_186x270_GB.indd 1 26.06.09 12:3026.06.09 12:30

JULY

20

09

Soft

Drin

ks

International

SDI JUL09.qxd 22/7/09 17:12 Page 55

Documents

SDI JUL09.qxd 22/7/09 17:07 Page A€¦ · tles of Evian natural mineral water were much in evidence for keeping players hydrat-ed. In 2007, then already the official bottled water