Exhibit Sales are OPEN! Exhibit at InterBev for access to: • Beverage producers and distributors • Owners and CEOs • Sales/marketing professionals • Packaging and process engineers • Production, distribution and warehousing managers • R&D personnel

Specialty Pavilions: • New Beverage Pavilion • Green Pavilion • Organic/Natural Pavilion NEW FOR 2012!

“Where the beverage industry does business.” October 16-18, 2012 Owned & Operated by: Sands Expo & Convention Center Las Vegas, Nevada, USA

Supported by: www.InterBev.com To learn more, email [email protected] or call 770.618.5884 Soft Drinks Internationa l – July 2012 ConTEnTS 1 news

Europe 4 Africa 6 Middle East 8 India 10 The leading English language magazine published in Europe, devoted exclusively to the manufacture, distribution and marketing of soft drinks, fruit juices and bottled water. Asia Pacific 12 Americas 14

Ingredients 16 features Acerola, Baobab And Juices & Juice Drinks 18 Ginseng 28 Waters & Water Plus Drinks 20 Extracts from these plants offer beverage manufacturers the opportunity to enrich Carbonates 22 products in many ways, claims Oliver Sports & Energy 24 Hehn. Adult/Teas 26 Re-design 30 Packaging designed to ‘leave an impres - Packaging sion’ has contributed to impressive 38 growth, according to bottlegreen. Environment 40 People Closure Encounters 30 42 Rather than placing a generic screw top Events 43 onto a container at the very end of the design process, manufacturers need to begin with the closure, writes Peter McGeough. Adding Value To Bottled Water 34 From Silent Salesman 32 In the future, most volume growth in bot - Steve Osborne explores the marketing tled water will come from developing opportunities presented by multi-media markets, so past dynamics are likely to regulars technologies and how these might be continue. However, there is some oppor - harnessed in the future. tunity to add value, reports Richard Comment 2 Haffner. BSDA 5 & 21 British Water Companies From The Past 44 Are Thriving 36 Buyers’ Guide 46 Jo Jacobius takes a look at the British bot - tled water market, where sustainability Classified 49 issues remain a key area of interest.

Front Cover: ©Dmitriy Shironosov (from bigstockphoto.com) www.softdrinksinternational.com 2 CoMMEnT Soft Drinks Internationa l – July 2012

Published by ASAP Publishing Limited Editor Philip Tappenden News Editor Annette Sessions Weather woes Correspondents: EuroPE Summer 2012 will prove memorable for many within the soft drinks industry. It's Gerard o’Dwyer Lubomír Sedlák not only world records that will be tumbling at the London Olympics, but, Bernadette Tournay meteorologically records have been broken worldwide. The UK has seen its heaviest downpours since records began in 1865 with flash floods and spectacular ASIA & PACIFIC Kelvin King storms; the southern island of Japan received 20in of rain in 24 hours with deadly T. C. Malhotra consequences; the worst flooding in decades has occurred in southern Russia, whilst in the USA a blistering heatwave (the warmest since records began in 1895) AMErICAS richard Davis and the driest mid-west for decades has put maize and soybean crops at risk. The appalling wet weather experienced in the UK has badly affected apple Market Analyst orchards. The rain makes disease control very difficult which affects the quality of richard Corbett the final product, skin finish,shape and general health of the tree for next year. At the same time the pollinating honey-bee, no lover of damp cold and wet weather, has been penned inside its hive. Annual Subscription Rates (inc. postage) The knock on effect for soft drinks will inevitably lead to dismal consumption Eu Member State: £110, €150 figures for the UK soft drinks industry as witnessed already in Britvic's 3rd quarter rest of World: £125, €170, $200 figures which record that revenue declined by 6.9%. The company says this is Individual copies: £15, €20, $27 due to both the “very poor weather experienced during the quarter” and the product recall of Fruit Shoot and Fruit Shoot Hydro due to safety issues with the Subscription Enquiries bottle's closure. Soft Drinks International Elsewhere, whilst The Coca-Cola Company's second quarter figures record a Po Box 4173, Wimborne BH21 1YX, uK worldwide volume growth of 4% and 5% year to date led by strong growth in key Tel: +44 (0)1202 842222 emerging markets such as India (+20%), Russia (+9%), China (+7%) and Brazil Fax: +44 (0)1202 848494 (+6%), volume performance was down 5% in parts of Europe as a result of E-mail: [email protected] unfavourable weather and the continuing poor economic climate. As we write Olympic athletes are being given a sunny welcome as they arrive in Editorial - News the UK, but the forecast is looking unsettled for the start of the games. Whatever A & S Editors 5 Gloucester Street, the weather, The Coca-Cola Company should be feeling very pleased with its Faringdon, oxon. Sn7 7JA, uK successful Olympic campaign, not only for its core cola brand, but for all the Tel: +44 (0)1367 241660 beverages that make up its portfolio. The company has always remained tight- E-mail: [email protected] lipped as to how much it spends sponsoring the Olympics and Paralympics; the coverage and exposure for its iconic red logo is both incalculable and highly Editorial - Features enviable. Soft Drinks International Po Box 4173, Wimborne BH21 1YX, uK Tel: +44 (0)1202 842222 Fax: +44 (0)1202 848494 E-mail: [email protected]

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Middle East Representative Valentina Lotfy Tel: +971 503059019 E-mail: [email protected]

US Representative Soft Drinks International (1997), formerly Soft Drinks Management International (1988), richard Davis Tel: +1 479 963 6399 was originally founded as the Soft Drinks Trade Journal in 1947, incorporating The British & E-mail: [email protected] Colonial Mineral Water Trade Journal (1888) with the Soft Drinks & Allied Trade Review, formerly the Mineral Water & Allied Trade Review (1873). © 2012 ASAP Publishing Limited The entire contents of Soft Drinks International are protected by copyright and no part may be reproduced without written permission of the publishers. Whilst every effort is made to ensure that the information contained in S oft Drinks International is ISSn - 1367 8302 accurate, the editor and publisher cannot accept responsibility for errors, and the views expressed do not necessarily represent those of the editor or publisher. The fact that product names are not identified as trademarks is not to be taken as an indication that such www.softdrinksinternational.com names are not registered trademarks. Soft Drinks Internationa l – July 2012

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    4 InDuSTrY nEWS Soft Drinks Internationa l – July 2012 Europe Swedish recognition

PEPSICO has received the 2012 Stockholm Industry Water Award. The company con - served nearly 16 billion litres of water in 2011, from a 2006 baseline, through the application of water saving equipment and technologies, creative recycling and re-use, and by deploying a water management sys - tem throughout its manufacturing facilities. Sites in the UK have delivered significant reductions, such as the company's Boxford farm and processing plant in Suffolk where Copella apple juice is produced, which has reduced water use by 30% since 2008. In 2009, PepsiCo was among the first large companies in the world to recognise and to formally adopt the human right to PepsiCo India community rainwater harvesting initiative in Nelamangala in 2012. water. The company has established numer - ous public-private partnerships and collabo - servation is a critical element in the to sustainable water management. It was rations, which have increased access to safe water/food security nexus, and our steward - established in 2000 by the Stockholm Inter - water and sanitation services around the ship efforts are crucial in securing a resilient national Water Institute in collaboration with globe. supply chain for our business and helping the Royal Swedish Academy of Engineering Rich Delaney, Senior Vice-President of the communities where we operate to Sciences and the World Business Council for Operations for PepsiCo, said: “PepsiCo is thrive.” Sustainable Development. incredibly proud to win this prestigious PepsiCo will receive the Award on 28th award. As a global food and beverage com - August at a ceremony during the World pany, we take a comprehensive approach to Water Week in Stockholm. www.softdrinksinternational.com water stewardship throughout our supply The Stockholm Industry Water Award chain and operations. Agricultural water con - honours the business sector's contribution r & D facility Taking a expands closer look capabilities

METTLER-Toledo CI-Vision has opened a WILD Flavors GmbH has created a Global new European Innovation Centre in Giesen, Research and Innovation Group headquar - Germany. With local access to expert con - tered in Zug, Switzerland. This will be a sultants and state-of-the-art vision inspection cross-functional, cross-regional team com - technology, the facility streamlines the evalu - prised of technical and experienced ation and design process to develop new, research personnel and trained chemists, cost-effective, customised vision inspection focusing on delivering innovative concepts technology. to the food and beverage markets. The company's inspection technology sup - Michael Ponder, Global CEO of Wild Fla - ports compliance with safety initiatives that vors, stated the move enables the company require control over product quality as well to expand its capabilities and expertise in as producing accurate records for traceability many areas, including: in-depth flavour and throughout the supply chain. The company’s colour research and development, plant sci - products can also detect packaging defects ence, health ingredient technologies, fer - such as incorrect labelling, ensure accurate mentation, analytical analysis, biotechnology, product fill level and confirm seal integrity to and natural mint varieties and custom vari - support manufacturing profitability, quality ations, and sweetening solutions. assurance and consumer welfare. Dr Erik T. Donhowe will lead the Global Mettler-Toledo CI-Vision forms part of R&I Team as Chief Global Research and Mettler-Toledo’s Product Inspection Division, Innovation Officer. He said: “By creating a which manufactures metal detection, x-ray focused team to drive innovation, I feel that inspection and checkweighing solutions as it can only increase the offerings and solu - well as data management software for net - tions for our customers to meet their worked data collection and monitoring of Beverage manufacturers can now access requirements on a timely basis – ahead of beverage production lines. industry-leading vision inspection expertise. the market.” Soft Drinks Internationa l – July 2012 EUROPE 5 raw material costs impacts Eckes

LEADING European fruit juice producer Eckes AG closed its 2011 fiscal year report - ing slight gains in both turnover and volume sales. Net turnover rose from 2010 by 4.3% to €888million (2010: €852million.) In its core market for fruit beverages (exclud - ing bottled water distribution in Hungary), the group recorded a turnover of €870 million (2010: €831 million). Total volume sales also rose by 1.1% to 1.072 billion granini, one of the company's most successful brands. litres overall and by 2.0% to 958 million litres (2010: 939 million litres) in the core “The entire fruit juice industry – and strong potential of the granini brand fruit beverage market. thus Eckes-Granini as well – suffered under “The rapidly growing Turkish market will Eckes-Granini recorded slight losses in the impact of dramatic increases in the be a special focus of attention during the volume sales of its strategic brands. This is costs of nearly all raw materials in 2011,” next few years,” noted Hinderer. With its attributable to partial delistings and the said Thomas Hinderer, Chairman of the new partner Yildiz, a leading supplier in the elimination of promotional activities in the Executive Board. “A challenge of unprece - Turkish consumer goods market, Eckes- wake of difficulties encountered with cer - dented magnitude that has made business Granini hopes to achieve a leading position tain retailers resulting from the implemen - extremely difficult for all producers.” in Turkey in the medium term. tation of higher sales prices. The Eckes-Granini Group maintained a Looking ahead, Hinderer said, “We Due to the unusually high increases in nearly constant market share of 11.8% in expect to be confronted with record-high raw materials costs, earnings before interest 2011 (2010: 12.0%) and remains among the raw material prices again this year. But we and taxes declined significantly from leading fruit juice producers in Europe. It are well prepared and have positioned our - €64.8million in 2010 to €52.4million in also continued to pursue its international selves to build on the success achieved in B 2011 – a shortfall of 19.4%. exp a nsion p o licy in order to exploit the past years.”

British Soft Drinks Association Industry Lunch 2012

Celebrating years 12 noon, Tuesday 25 September 2012 as the voice of the UK soft25 drinks industry Mandarin Oriental Hyde Park, London

Keynote speaker Alastair Campbell

Sponsored by: For further information [email protected] www.britishsoftdrinks.com 6 INDUSTRY NEWS Soft Drinks Internationa l – July 2012 Africa Kenya boosts juice production

THE development or improvement of facili - ties for utilising large quantities of fruit that was previously wasted or sold for minimal return continues apace in Africa. Among these is a new plant at Malindi on Kenya’s Indian Ocean coast. Funded by the Micro Enterprises Support Programme Trust, itself supported by the Danish agency Danida and by the European Union as well as the Kenyan government, the plant is crushing pulp which is mostly sold to other processors for juicing. This approach minimises wastage and allows lengthy storage, as well as creating new mar - kets. At present the facility is mostly crushing Malindi landmark: the Pillar of Vasco da Gama. Photo: Mgiganteus. mangoes but it is planned to add equipment which can handle passion fruit, pineapples, areas, efforts are being made to improve the emphasis this time on banning the use watermelon and possibly other fruit and rootstock and to encourage further planned of fruit images on packaging if the content vegetable types. plantings now that an economic outlet is does not meet a higher minimum threshold In other Kenyan developments, juice pro - available for the fruit. Some Kenyan fruit than has previously been allowed. ducer Kevian Kenya has secured German processors are, however, concerned at the As we have reported in the past, the funding for processing expansion to give it difficulty of obtaining adequate funding for bureau has worked hard to raise the stan - sufficient capacity to broaden markets, while juice production and at the barriers repre - dard of juices available in the country, target - another mango pulping facility has been sented by a complex tax regime with high ing pirate processors and bottlers, insisting established at Hola on the Tana River. compliance costs. on accurate labelling, tackling health and Owned by the Coast Development Author - Meantime, the Kenyan Bureau of Stan - safety issues and endeavouring to raise con - ity, it will be a flexible production unit capa - dards is planning to crack down again on sumer pride in quality home-produced bev - ble of handling tomatoes and pawpaw, as juice producers and soft drink bottlers, with erages. This year it has been liaising with the well as honey processing. Ministry of Agriculture to raise the minimum While there are large numbers of fruit juice level, while also hitting those bottlers farmers in both the Malindi and Tana Delta which use colourants to simulate juice.

Frankie’s in Twitter-activated Wikipedia sampling

SOUTH African retro bottler Frankie’s now THE BOS Ice Tea team set out to be differ - features on Wikipedia, its entry being acces - ent from Day 1. Their South African product sible via ‘Frankie’s (soft drink)’. The entry tells stands out visually and in taste, their website the Frankie’s story in brief, including its is, well, opulent, their sampling programme branding with Woolworths, and depicts two innovative and hands-on enthusiastic, their of the flavours available in the retro portfo - promotions zany. They’re talked about and lio. There is a link to the company website. the beverages are selling very successfully. Now BOS have taken their sampling efforts into a new sphere, creating what they claim to be the world’s first Twitter-acti - vated sampling machine. This unit, by name of BEV, has already proven herself (the team regard her definitely as a female), generating enormous interest at 2012 Design Indaba with her samples, delivered in style thanks to cameras, speakers and dramatic noise effects. BEV has now been tweaked to deliver Frankie’s ginger beer and root beer, featured on complimentary ice tea whenever a Tweet is Wikipedia. posted with her unique hashtag. The conver - sion is credited to BOS’s digital agency, Cow Africa, which worked closely on the project www.softdrinksinternational.com with RAAK, a UK-based social media agency. BOS Twitter-based sampling machine. Soft Drinks Internationa l – July 2012 AFRICA 7 Skateboard champ promotes recycling

RISING Cape Town skateboarding cham - pion Jean-Marc Johannes says he likes to discover new things and invent new things. As this dramatic shot proves, he also enjoys getting around his home city in a different way. And drawing attention to recycling bins in public places! Johannes is sponsored by Red Bull and does a lot to promote the brand. He currently features in an action video on Red Bull’s South African website. Action of a more vicarious nature has earned Red Bull South Africa best stand awards at Spar Trade Shows this year. The retail group invites suppliers to expose their product to trade buyers and Red Bull has set up a futuristic stand, showcasing products in customised store coolers as well as the Red Bull Mobile/Cell C partner - ship. The stand has a lounge area for meetings Jean-Marc Johannes performs in Cape Town. Photo: Kolesky/Nikon/Red Bull. and presentations, complemented by an activation area where buyers can take part tomised seat, steering wheel and large dramatic Red Bull car park drift with Abdo in simulated motor racing, thanks to a cus - plasma screen. On offer to winners was a Feghali, the Lebanese drifting athlete.

Protea Hotels In brief… ditches bottled l The dairy company owned by Zim - systems, sourced from Vivreau. Complimen - babwe’s First Lady, Grace Mugabe, has water tary still bottled water is available on restau - begun production of milk, juices and min - rant tables at every meal, in reception areas, eral water. The Alpha Omega Dairy is in SOUTH Africa’s Protea Hospitality Group is bedrooms and hotel bars. Mazowe, Mashonaland Central, and is ini - phasing out bottled water in its conference “The group doesn't see sustainability as a tially supplying dairy products, juice and facilities and hotel rooms. range of new activities because we've been water to Harare, the capital, and Chitung - “As much as the environment is impor - sensitive to the environment for many years wiza. Grace Mugabe, who is known for her tant to us as a group, we also realise it's and we are always looking for new ways to entrepreneurial drive, explained recently important to the companies that conference reduce our carbon footprint,” said Ford. “We that the project almost faltered because with us,” said the group’s Operations Direc - recognise that this is a holistic process that she lost much of her personal funds when tor, William Ford. “They seek to reduce their calls for a shift in the way we approach the Zimbabwe changed its monetary system. carbon footprint as much as possible when range of issues that face our business on a However, she credited her husband, Presi - they travel and this goes a long way towards daily basis and that is what the move to the dent Robert Mugabe, with helping her get offsetting that carbon footprint.” water system is all about.” the venture moving again. About 60 venues are shifting to reusable Guest reaction had to date been positive, glass bottles and water purification bottling he said. l Rwenzori Bottling Company has called on the Ugandan government to ensure all mineral water producers are taxed on the same basis. The big producer believes that many newcomers are getting away with minimal taxes while it pays substantial amounts. Rwenzori is not objecting to being taxed, just that others are gaining an unfair commercial advantage in a highly competitive market while it fully meets all legal requirements.

Send your news to news@ softdrinksinternational.com 8 INDUSTRY NEWS Soft Drinks Internationa l – July 2012

very popular range of juices Superbrands status and produces other fast- moving consumer goods. Middle East gains ground “Receiving the Superbrands status for 2012 is a power - REGIONAL publicity for this year’s UAE ful endorsement and evi - Summer Superbrands awards pointed to a growing dence of our exceptional brand promise and consumer and trade awareness of the car - world-class products,” said Inrikhab Alam, entrepreneurship net’s status. Several soft drinks brands were Head of Marketing for Masafi. “It is a privi - among the 58 companies chosen by Super - lege to be selected from among so many YOUNG entrepreneurs from throughout brands Middle East. leading brands from across the region. This the Middle East and North Africa have been Brand of the Year, the top accolade, went award is a reflection of our market leader - chosen to attend a special summer pro - to Pepsi. Mike English, Director of Super - ship and our strategic growth plans in the gramme at Indiana University’s Kelley School brands Middle East, explained that this is Gulf and beyond.” of Business. The initiative is sponsored by won by the brand which scores highest in Marmum Dairy, which produces a wide The Coca-Cola Company, in association with the annual voting survey of more than 2500 range of dairy foods and juices, is another the US Department of State. marketing professionals in the UAE. “Pepsi UAE Superbrands winner, for the second “The Coca-Cola Company understands has been a very strong performer in this successive year. “The Marmum brand has that for its business to be successful over market for many years and it continues to become a household name for quality dairy the long term, the communities in which it build on its strengths despite increasing com - products and fruit juices,” said Waeel Barhaji, operates need to be economically and envi - petition in its market sector,” he said. the company’s Deputy General Manager, ronmentally sustainable, and with strong Ahmed Elazizi, Chief Marketing Officer, noting that Superbrands status emphasised community support systems,” said Curt Fer - MEA region, for Pepsi Cola International said its commitment to quality. guson, President of Coca-Cola Middle East that “Pepsi always strives to offer the best “We will continue to invest efforts to and North Africa. product and brand experiences to its con - deliver innovative products that demonstrate “As a local business in each one of the sumers and it is very exciting to be recog - quality and excellence." countries across the region, The Coca-Cola nised for it by professionals.” Marmum is currently (until early Septem - Company seeks to empower the next gen - Also endowed with Superbrands status is ber) running a scholarship initiative in con - eration of entrepreneurs from Jordan, Masafi, one of the Middle East’s major min - junction with Dubai Summer Surprises. This Morocco, Algeria, Tunisia, Egypt, and the eral water bottlers, which also markets a will pay annual school fees for 50 students. Palestinian Authority, so that they can create the local companies and non-government organisations which will ‘Make Tomorrow Better’ in their own communities.” SodaCaps due The multi-faceted immersion programme was designed to give students the opportu - for release nity to learn about developing business plans, social entrepreneurship, and non-profit ISRAEL-based SodaStream International is to management. introduce a range of single-serve, disposable SodaCaps to be introduced soon. capsules later in the year. These will add a pre-measured amount of flavour to carbon - breakthrough milestones that combine new ating bottles. technology with beautiful, lifestyle design,” ‘Be the Change’ To be marketed as SodaCaps, the cap - said Daniel Birnbaum, SodaStream’s Chief sules will be totally biodegradable. Executive. THE second PepsiCo Social Responsibility SodaStream has also worked with And in another move, SodaStream and Youth Forum brought together 50 youth designer, entrepreneur and sustainability Breville, a major Australian homeware pro - delegates from across the United Arab Emi - advocate Yves Béhar to re-examine every ducer, have established a partnership to rates, as well as involving a large number element of the SodaStream soda maker, develop and market a home carbonation more via social media participation. Included resulting in a new-look unit marketed as the appliance. Jonathan Lord, Breville’s Acting in the programme were interactive work - Source. It features a snap-n-lock mechanism Chief Executive, said the company was shops, speaker panels and discussion groups for easy bottle insertion and removal. pleased to link its design capability with on topics such as health and wellness, envi - “The SodaCaps and the Source are SodaStream’s technology. ronment and talent environment. The event’s theme was ‘Be the Change’. “A forum such as this is great because it gets young people thinking about the Bespoke filtration changes they can make in the communities and in the world at large,” said Heba, one WORKING closely with its Middle East part - delegate. For her, “critical thinking is one of ner, Magnatech Middle East Trading LLC, the most important things that we can have Axium Process, filtration specialists, has sup - in this region.” plied a number of customised triplex 316L Noha Hefny of PepsiCo Asia, Middle East stainless steel Fine-Screen filter systems as and Africa, commented that “through this part of the final filtration stage for a leading forum, we can help build a future generation producer of bottled mineral water based in A triplex filter arrangement. of socially responsible leaders who can Dubai. achieve progress and advance sustainable Axium’s engineers designed and fabricated which were supplied with pressure gauges, development in their communities and the the triplex filter systems using stainless steel safety clamps, and drain valves, were companies they will one day lead. The forum sintered mesh screens to enable fine partic - designed to accommodate the stringent empowers youth to think and be proactive ulate filtration whilst providing strength and space constraints within the customer’s in coming up with solutions for social issues rigidity for applications where filter failure or pipework installation, but at the same time facing their communities.” collapse is not an option. The filter systems be easy and simple to maintain. Soft Drinks Internationa l – July 2012 MIDDLE EAST 9

high quality dairy, juice, tea and food prod - utive, described the deal as “an exceptional Joint venture ucts and services,” said Dr Kamel Abdullah, fit on skills and corporate values between Chief Executive of Exeed Industries. “Its our two groups. Vivartia’s expertise is com - drinks plant industry know-how is backed by innovative plementary to Exeed Industries and we R&D, manufacturing, distribution and brand share its commitment to focus on growth VIVARTIA, the major Greek food company development in the food sector within segments in the food and agricultural sector. whose brands reach consumers in some 30 which it operates. Vivartia's success is evi - We are looking forward to creating together countries, has signed a memorandum of dent in its status as the number one market a world class company that will satisfy the understanding with an Abu Dhabi company leader across all verticals under its portfolio.” needs of the Middle East and North Africa to set up a dairy, juice and tea processing Yannis Artinos, Vivartia’s Chief Executive consumers through high quality, healthy food plant in Al Ain. and Marfin Investment’s Deputy Chief Exec - and beverage products.” The Abu Dhabi partner is Exeed Indus - tries, the industrial arm of National Holding whose business activities and holdings are widespread. Vivartia is owned by Marfin In brief… Investment Group. The joint venture will also undertake l Saudi Industrial Projects Company, usu - see two additional halls being used, for a other business within the food and agricul - ally known as SIPCO, is the latest to hold total of nine. SIAL Middle East is held in ture sector. Products handled by the plant the Bottler of the Year title in PepsiCo’s partnership with the Abu Dhabi Food Con - will include new lines developed specifically Middle Eastern and Africa region. The Jed - trol Authority. Other co-located events are for the Middle East regional market, as well dah-based company won the accolade for ITCA Abu Dhabi, which covers travel cater - as existing Vivartia lines. its leadership, passion and the results ing, and the Emirates International Date “Vivartia holds world-class expertise in achieved last year. “We are honoured and Palm Festival. humbled to receive such a prestigious award,” said Sheikh Ahmed Salem Bugshan, l Dubai Municipality has repeated its Cool SIPCO’s Chief Executive. “It is a reflection Summer drive to encourage construction of the hard work and dedication demon - workers and other labourers in the emirate strated by all SIPCO employees and associ - to ensure they are hydrated and protected ates.” from the sun during the region’s intensely hot summer months. It distributed boxes of l SIAL Middle East is to be further mineral water, juice and laban, as well as strengthened by the relocation of the Rice sandwiches. Several volunteer organisations & Grains exhibition previously held in undertook similar projects, notably Volun - Dubai. The expanded show will run from teer in Dubai whose Pass the Glass pro - 26th to 28th November at Abu Dhabi gramme gave away bottles of water and Exeed and Vivartia sign the joint venture MoU. National Exhibition Centre. The move will health cards in several languages.

The premier international beverage technical society with members located in 41 countries and employed by 400 + global corporations/brand Join us in Brussels! owners. The Ninth European Regional ISBT We are THE focal point for all things beverage and an international meeting society dedicated to the scientific and technical aspects of the beverage industry. September 24-25, 2012

t Our collaborative work ends up as a part of your business. Enjoy the opportunity to network t Gain access to best practices, with an opportunity to expand your with your peers during a day and a knowledge base. half of pertinent and timely topics! t Broad functional expertise and countless years of experience from a diversified collection of engineers, scientists, Visit our website at technologists, marketing and business professionals. www.bevtech.org t Become a member today and save 10% by entering for additional the code ISBTVIP on your membership application. details and updates. 10 InDuSTrY nEWS Soft Drinks Internationa l – July 2012 India Further investment from Coca-Cola

AN additional US$3 billion is to be invested by Coca-Cola to further capture growth opportunities in the country's fast-growing non-alcoholic ready-to-drink (NARTD) bev - erage market. With the $3 billion top up the Coca-Cola system now plans to invest $5 billion in India from 2012 to 2020. Coca-Cola's top selling brands. Muhtar Kent, right, with Atul Singh. “Achieving continued sustainable, responsi - ble growth in India is core to achieving our Coca-Cola India has registered unit case vol - Atul Singh, President and CEO, Coca-Cola 2020 Vision of doubling system revenues in ume growth in India for the past 23 quar - India and Southwest Asia, said: “India is a this decade,” said Muhtar Kent, Chairman ters, 17 of which have seen double-digit strategic growth market for The Coca-Cola and CEO. “Our ongoing investment in India growth. Two of the company's core carbon - Company, ranking among our top 10 mar - is focused on delivering innovation, partner - ates - Thums Up and Sprite - are the coun - kets in volume globally and as the largest ships and a portfolio that enhances the con - try's top selling soft drink brands while market in the Eurasia and Africa Group. Our sumer experience, ensures product brand Coca-Cola is one of the country's India business has been growing at a robust affordability and builds brand loyalty to fastest growing carbonates, most recently rate over the last five years, and our goal is deliver long term growth.” reporting 27% growth in the first quarter. In to continue this momentum. The country's NARTD beverages are viewed by Coca- the still beverage category, Coca-Cola's demographics, economic and social parame - Cola as having enormous growth potential. Maaza is India's largest selling juice drink. ters are all huge drivers of growth.”

Joint venture School support

SUNTORY Beverage & Food Asia Pte Ltd, a WORLD Vision and Coca-Cola India have wholly owned subsidiary of Suntory Bever - entered into a partnership to provide basic age & Food Limited Japan, has entered into amenities in 100 rural and semi-urban an agreement with the Narang Group, one Suntory's beverage range with Orangina fourth schools in the country as part of the inter - of the leading food and beverage import and from left. nationally recognised Support My School distribution companies in India, to acquire campaign. The basic amenities include 51% ownership of shares in Narang Connect Suntory's strengths in product development access to water, sanitation, playing fields and under the Narang Group to establish a joint and production technologies. rainwater harvesting. Support My School is venture to be called Suntory Narang. In addition to the current food importing an ongoing partnership between The Coca- The objective is to actively develop bever - and distributing operations, starting by com - Cola India, NDTV, UN-HABITAT, Charities age business operations in India by achieving mencing sales of the Orangina brand, Sun - Aid Foundation, Sulabh International, Tata synergy between the Narang Group's mar - tory Narang plans to actively expand the Teleservices and Pearson Foundation to keting power and sales network in India and food and beverage business in India. improve school infrastructure across India with a special focus on clean water and sanitation. 60% of the gross domestic product is spent The 'Support My Event gathers on private consumption. In spite of a slight School' campaign was initi - weakening of the growth forecasts, Indian ated in January 2011. On momentum consumers are the most optimistic world - 1st June 2012 the initiative wide and are still in a buying mood. (Source: had reached a milestone of THE trade fair duo, drink technology India GTAI) 100 schools and affected the lives of over and International PackTech India, report that The use of state-of-the-art technology 43,000 children across India. With the sup - almost 300 exhibitors, approximately a third and processes is viewed as essential in order port of World Vision, the campaign aims to more than two years ago, will present their to be able to meet the customers’ rising strengthen its resolve to reach more products for the packaging, packaging print - expectations. The event will provide an schools. ing, processing, beverage, food and liquid overview of the international range on offer. In India, fewer than half of all schools food industry in Mumbai from 6th to 8th There will be 16 companies from Germany have a working toilet. Research shows that November. The organisers, Messe München presenting their goods within a corporate inadequate infrastructure, such as sanitation, and Messe Düsseldorf, anticipate an increase stand and official national presentations from accelerates the dropout rates, especially of about 50% in hall space. France, Italy, Turkey and Switzerland. There among girls in rural areas. Already in one India is still considered to be one of the will also be joint presentations from China campaign school, enrolment has jumped by most attractive markets in the world. The and the UK. nearly 40%. middle class on the subcontinent is expected to grow to number some 580 million by 2025 - a predominantly young and con - sumerist section of society. Every year, about www.softdrinksinternational.com

12 INDUSTRY NEWS Soft Drinks Internationa l – July 2012 Asia Pacific Sabah investment for F&n

MALAYSIAN bottler F&N Beverages Mar - F&N’s plant in Kota Kinabalu. F&N’s new line in Kota Kinabalu. keting has long prospered from its commit - ment to Sabah and Sarawak, Eastern ing, Sarawak. Malaysia, investing substantially in produc - “Sabah continues to be a significant mar - tion and distribution facilities. As well as the ket for F&N and our investment in this line big coastal cities, F&N has been willing to will enable us to cater to the potential make the effort to get stock to more iso - growth for PET sparkling beverages in lated communities in the two Borneo Sabah, one of our significant markets in states, where the jungle starts only a few Malaysia,” said Khalid Alvi, Managing Direc - kilometres inland. tor of F&N Beverages Marketing. “We can The latest development is the opening of scale up production seamlessly to thrice a new PET production line and supporting the current capacity with no additional infrastructure at F&N’s plant in Kota Kina - investment required.” balu, Sabah. This has already reduced costs, The line produces F&N sparkling bever - Clearly Citrus promotional wagon. with PET products previously transported ages in 50ml and 1.5litre PET bottles for from the Shah Alam plant in Peninsula 100PLUS and the F&N Fun Flavours range, which has become a big seller throughout Malaysia or the company’s facility in Kuch - including the new F&N Clearly Citrus Malaysia.

Goji berry research Heritage matches

RESEARCHERS at the University of Sydney, X-Fighter action Australia, have found evidence that the goji berry could help fight blindness caused by THE Red Bull X-Fighters Jams in Astana, long-term diabetes. The goji berry’s use as Kazakhstan, featured a novel local compo - both a juice and an ingredient in energy and nent: colourful performances by ethnic horse other beverages has been increasing annually. riders. The lead researcher, Basil Roufogalis, who is While the Red Bull sponsorship leans Professor of Pharmaceutical Chemistry, Professor Basil Roufogalis and Min Song with towards cutting edge sports, motor racing, noted that the goji berry was abundant in goji berry extract. funky music and dance, street smarts and taurine, an ingredient credited with anti- the like, the warm audience acceptance of oxidative, anti-inflammatory and immuno- grow over the vision spot, which can result traditional horse riding demonstrated the modulating properties which could protect in vision loss.” brand’s ease of aligning itself with a wide the retina. Min Song, from the university’s Faculty of spectrum of activities. “Diabetic retinopathy is a leading cause of Pharmacy, received a National Institute of blindness for people with diabetes, with up Complementary Medicine PhD scholarship to 60% of people living with either type 1 to assist in the ground-breaking research. or type 2 diabetes developing chronic hyper - Professor Alan Bensoussan, the institute’s glycaemia, a condition which can damage Director, hailed the work as “pioneering sci - retina cells,” he explained. entific research in the field of herbal medi - “Typically what happens is proteins in the cine”. He said it was “to be applauded for eye become oxidated and high glucose lev - investigating novel ways to address the debil - els force retinal cells to die. What's more, itating effects of diabetes, which is such a blood vessels build up in the retina and pressing global health problem”.

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Download the Media Pack from www.softdrinksinternational.com Red Bull X-Fighters, Astana. Photo: Daniel Kolodin/Red Bull. Soft Drinks Internationa l – July 2012 ASIA PACIFIC 13 Hedetang juice Another sign of dispensers Myanmar changes

HAVING established its Hedetang juice THE announcement that Coca-Cola is to be range firmly in retail packs selling in several marketed again in Myanmar after some 60 regions of China, SkyPeople Fruit Juice has years of not being available – officially, at taken the brand into a new sales category least – is yet another signal that the Asian via automatic dispensing machines. The ini - country, so long closed to political freedom tial units are in 24 Shaanxi Dongdongbao and many lifestyle choices, is becoming much restaurants, most of them in Xi’an. Four more relaxed. flavours are available: Kiwi, Pear, Mulberry While Myanmar is still subject to some and Orange. political restrictions, with military influence Feedback to date has been positive, with remaining strong, the past two years have Shwe Dagon Pagoda, a landmark in Yangon, consumers commenting that the drinks seen considerable easing, as has been widely Myanmar. Photo: Sky89. taste fresh and are of appeal because of reported. the ‘made just for them’ factor. “The intro - This has led to growth in international community activities. duction of our fruit juice beverages dis - investment, a booming tourism industry and While Myanmar residents are pleased that pensed through automatic fruit juice warmer links with other countries, including Coca-Cola will be readily available, several dispensing machines placed in restaurant the US whose acknowledgement of Myan - local soft drink bottlers are much less so, chains is expected to help boost the brand mar’s changes and subsequent removal of fearing sales of their beverages will drop awareness of our Hedetang-branded fruit sanctions were a prime catalyst. when Coke is offered at a realistic price. juice beverages among customers,” said Coca-Cola has long been sold in some The move will leave only Cuba and the Yongke Xue, SkyPeople’s Chief Executive. retail outlets, imported via the porous land DPRK (North Korea) without a Coca-Cola “This platform represents just one com - and sea border with Thailand. But prices presence. In Cuba, Fidel Castro once ponent of our strategy to both heighten have been high and supply sometimes famously threatened – as we reported at the profile and increase the volume of our patchy. Now The Coca-Cola Company is to the time – to bottle or can Coca-Cola ille - fruit juice beverages in the marketplace so market the iconic brand in Myanmar, initially gally to protest against what he saw as inter - as to meet the growing demand for healthy by importing stock from other Asian coun - national misuse of the Havana Club rum fruit juices by Chinese consumers.” tries but with local production inevitable. The brand – a big seller in the United States company has already begun investment in where it is often mixed with Coke.

Foxton Fizz in service stations

A SMALL New Zealand bottler has not only boosted its sales but achieved a national profile thanks to winning a supply contract with one of the country’s major petrol sta - tion chains. Foxton Fizz drinks are now ranged in stores within Z Energy stations. Z – pro - nounced as ‘zed’ – is a rebranding of what were previously Shell outlets, resulting from Foxton Fizz promotion on Facebook. a buy-out of Shell’s retail interests. Foxton Fizz originated in the Manawatu town of that name in the lower North Island, in the Horowhenua district not far In brief… from Palmerston North. It still has premises there, but growing demand for its retro- l The import levy on sweetened soft styled drinks has seen production move to a drinks and most alcohol has been raised to Hedetang dispenser. facility in Putaruru, Southern Waikato. 15% by the Cook Islands government. This was announced by the finance minister, Mark Brown, in his 2012 budget. He explained that increasing the levy on sweetened bever - ages was a move to encourage lifestyle change. Join the SDI LinkedIn group l Frucor Beverages is sponsoring New Zealand’s Armageddon Expo series again this year through its V energy brand. The hugely popular family gaming, fantasy and character shows feature international televi - Soft Drinks International sion and movie stars, artists and writers, game producers, giveaways and more. Next in the series, the biggest, will be held in Auckland during October. 14 INDUSTRY NEWS Soft Drinks Internationa l – July 2012

major beverage categories such as carbon - key component of the liquid refreshment ated soft drinks, milk, and fruit beverages beverage market; it also proved itself to be continue to suffer declines in consumption, poised for future increases in per capita con - Americas bottled water rates head in the opposite sumption.” direction. Per-capita consumption is up 3.2% Chris Hogan, IBWA’s Vice-President of in 2011, with every person in America now communications, said: “Many consumers are drinking an average of 29.2 gallons of bottled focusing on healthful choices for themselves Bottled water water last year. and their families, and they know that crisp, According to Gary Hemphill, Managing refreshing bottled water has zero calories on the up Director, Information Services at BMC, “All and is the healthiest option on the shelf. They signs point to US consumers’ already dis - also appreciate the reliable, consistent quality THE International Bottled Water Association played thirst for bottled water continuing in of bottled water.” (IBWA), in conjunction with Beverage Mar - the years ahead. Changes in per capita con - • IBWA and the National Automatic Mer - keting Corporation (BMC) has released 2011 sumption indicate persistent interest in a chandising Association (NAMA) will conduct bottled water statistics, compiled by BMC, a product that consumers embrace as a two of their conferences over the same research, consulting, and financial services firm healthful alternative to other beverages. dates and at the same location. The 2012 dedicated to the global beverage industry “Indeed, bottled water added more gallons IBWA Annual Business Conference and The new BMC data shows the overall con - to its per-person consumption rate in 10 Tabletop Trade Show will be held on 12th to sumption of bottled water has increased by years than either ready-to-drink tea or sports 16th November and the 2012 NAMA Cof - 4.1% building on 2010’s solid growth. beverages reached by the end of that fee, Tea & Water event will be held 13th to In 2011, total US bottled water consump - period,” he added. “In fact, neither even 15th November. Both conferences will be tion increased to 9.1 billion gallons, up from reached 5 gallons per US consumer by 2011. held at the Hyatt Regency Hotel in New 8.75 billion gallons in 2010. While all other Bottled water proved itself to be not only a Orleans, Louisiana.

Global philanthropy Green accolade for from Coca-Cola nestlé Waters

THE Coca-Cola Foundation has awarded THE third largest beverage company in the US$26 million in grants to 85 community US, Nestlé Waters North America quality and overall building aesthetics. organisations worldwide during the first (NWAA), has received an Award of Honour NWNA’s Stamford headquarters incorpo - quarter of 2012. The grants support the from the Connecticut Green Building Coun - rate many sustainably-focused features. Foundation's global priority areas, including: cil, a chapter of the United States Green In 2003, NWNA was the first food and $9.7million for water stewardship; $3.6 mil - Building Council (USGBC), for its headquar - beverage company in the US to achieve the lion for fitness and nutrition; $7.4million for ters in Stamford, Connecticut. USGBC’s Leadership in Energy and Environ - education (including $5 million for first gen - Dennis Julio, National Director of Real mental Design (LEED) for its bottling plants. eration college scholarships); and $4.9million Estate and Facilities for Nestlé Waters, who In its 2008 Corporate Citizenship Report, for community recycling, and other local pri - accepted the award on behalf of the com - the company pledged to have all newly con - orities, such as HIV/AIDS, malaria, youth pany, said: “Nestlé Waters continually seeks structed buildings meet LEED certification. development, and civic initiatives. out ways to make our operations more sus - NWNA currently has 10 LEED-certified “We measure the success of our commit - tainable and our headquarters illustrate that facilities covering 3.7 million sq ft. These facil - ments by the impact these grants will have commitment.” ities have helped the company divert 22,000 in people's lives, in their neighborhoods and According to Connecticut Green Building tons of waste material from landfills and in their communities all over the world,” said Council, when reviewing nominations, the reduce energy use by 1.5 million kWh; car - Ingrid Saunders Jones, Chairperson of The judges consider water conservation strate - bon emissions by 2.1 million pounds; and Coca-Cola Foundation. gies, energy usage, site design, indoor air water use by 9 million gallons. “Seeing the tangible results of partnership and innovation inspires social media which includes the Twitter han - our continued investment to help build sus - ‘Live for dles of MTV, Vh1, CMT and Comedy Cen - tainable communities around the world.” tral. In addition, Viacom will engage The company says its grants will benefit now’ summer consumers through an integrated on-air cre - 2 million people worldwide with improved ative. access to clean water or sanitation; 3.1 bil - partnership “With 'Live for Now,' Pepsi has created lion litres of water will be conserved; 48 the perfect summer rallying cry for our net - tons of debris will be collected; 8.9 million PEPSI and Viacom are running a 'Live for works' audiences, who are constantly con - people will benefit from increased water Now' summer campaign, a program, run by nected and always on the cutting edge of conservation and education; 2.3 million Viacom, premier owner of television brands culture,” said Rachel Baumgarten, Senior youth and adults will participate in fitness or and digital media, inviting consumers to Vice-President, Integrated Marketing, MTV nutrition programs; and 255,000 students share photos of their 'NOW 'moments for Music Group. “Together, we're giving fans the will benefit from education programmes; a chance to be seen on-air and win one-of- chance to turn the simple act of sharing 32,639 will be awarded scholarships; and a-kind event experiences. their own great moments into experiences 169 colleges and other schools will receive The multi-channel program is a part of at the hottest summer events on CMT, VH1, grant support. Pepsi's recently announced 'Live for Now' MTV and Comedy Central.” global campaign. It is designed to encourage Fans who tweet images with the individual consumers to get into the 'Live for Now' hashtags enter for a chance to win exclusive mindset and showcase their 'NOW' prizes throughout the summer until Septem - www.softdrinksinternational.com moments using channel specific, branded ber. Selected images will be featured on-air, hashtags. The program is being supported by in-show and on www.Pepsi.com. Soft Drinks Internationa l – July 2012 AMERICAS 15

Plant-based PET In brief… collaboration l Reed's Inc, maker of the top-selling car - bonates in natural food stores nationwide, THE Coca-Cola Company has joined with has secured a private label partnership the Ford Motor Company, H.J. Heinz Com - with one of the largest supermarket pany, NIKE, Inc and Procter & Gamble in chains in the country. “This is very exciting announcing the formation of the Plant PET news. It demonstrates confidence in our Technology Collaborative (PTC), a strategic company's ability to produce unique, nat - working group focused on accelerating the ural beverages for supermarket chains development and use of 100% plant-based Coca-Cola South Africa introduced PlantBottle around the country,” stated Chris Reed, PET materials and fibre in their products. packaging to Africa last year for its Valpré Founder and CEO of Reed's Inc. “The The collaborative builds upon the success Spring Water brand. addition of this incremental private label of The Coca-Cola Company's PlantBottle business will further improve critical mass packaging technology, which is partially made life cycle analyses and universal terminology. with respect to logistics, and strategically from plants and has demonstrated a lower “Fossil fuels like oil have significant impacts strengthen our partnership with respect environmental impact when compared to to the planet's biodiversity, climate and other to our branded products. We know from traditional PET plastic bottles. Currently, natural systems,” said Erin Simon, Senior Pro - experience that once we have our foot in Heinz licenses the technology from Coca- gram Officer of Packaging for World Wildlife the door and have a chance to prove our - Cola for select Heinz ketchup bottles in the Fund (WWF). “Sustainably managing our nat - selves, we will be able to leverage this US and Canada. ural resources and finding alternatives to fos - relationship into a more prosperous PTC members are committed to sil fuels are both business and environmental branded business, while positioning our - researching and developing commercial solu - imperatives. It's encouraging to see these selves to gain more beverage lines in the tions for PET plastic made entirely from leading companies use their market influence private label category.” plants and will aim to drive the development to reduce dependence on petroleum-based of common methodologies and standards plastics. We hope other companies will fol - l PMMI, owner and producer of Pack for the use of plant-based plastic including low their lead.” Expo International 2012 which is being held at McCormick Place, Chicago, from 28th to 31st October, has announced the launch of The Beverage Connected Com - Beverage support munity, an online forum where the bever - age industry can connect and continue for the troops their show experience. It is an online extension of Pack Expo’s new Beverage THE Pantry, Inc, the leading independently Cooler Lounge, sponsored by the Interna - operated convenience store chain in the tional Society of Beverage Technologists. southeast, has announced the second annual Charles D.Yuska, President & CEO of Salute Our Troops campaign with PepsiCo PMMI, said: “With the announcement of the leading corporate sponsor. the Beverage Cooler Lounge to serve one From the week before Independence Day of our largest customer markets, building through to 4th September (Labor Day), Kan - The Beverage Connected Community was garoo Express and PepsiCo, will invite store the next logical step.” customers to make donations to support the United Services Organisation (USO); l Washington-based TalkingRain, a bever - Wounded Warrior Project, honouring and families,” said Chris DeLong, Vice-President age company east of Seattle, is celebrating empowering injured servicemen and of the Dollar, Drug and Convenience Store its 25th anniversary. Situated in the women; and six state-based military support Channel for PepsiCo North America Bever - foothills of the Cascade Mountains in the organisations. In its inaugural year, the 2011 ages. “This annual campaign continues to small town of Preston, the company says Salute Our Troops campaign raised $2.5mil - help Kangaroo Express, its guests and Pep - it is outselling international water brands lion, breaking fundraising records for many siCo give back to our cherished service men in flavour-categories across the US and is beneficiary organisations, including the largest and women. It is also a great example of finding success internationally in Canada, grassroots fundraising initiative in the USO’s Performance with Purpose – our company’s Japan, Korea and Mexico. As part of the 70 year history. commitment to sustainable growth by celebrations two festive raindrop mascots, Salute Our Troops celebrations will be investing in a healthier future for people and Drip and Drop, have been making appear - held at Kangaroo Express stores throughout our planet, and respecting, supporting and ances all over the city making videos of the southeastern United States led by the investing in the local communities where we their appearances and posting them Salute Our Troops Caravan. work, live and operate.” online. “We are proud to join Kangaroo Express Arizona, Red Bull and Nestlé Pure Life are in showing our support for troops and their also sponsors of the campaign. l Oceans Omega of Paramus, New Jer - sey has signed an exclusive contract to supply Cott Beverages Inc with its emul - sions. Oceans Omega, a leader in the delivery of omega-3s for food and bever - age, is now the exclusive omega-3 emul - Join the SDI LinkedIn group sions supplier to Cott Beverages in the US in accordance with the terms of the supply agreement. Cott Beverages intends Soft Drinks International to use the emulsions to fortify private label and control brand beverage prod - ucts, with omega-3s EPA and DHA. 16 DEVELOPMENTS Soft Drinks Internationa l – July 2012 Ingredients A healthy dose

THE Israeli company Frutarom Health Ltd has partnered with Novel Creation Ltd to create a range of liquid supplements for a healthy lifestyle. They are based on a unique liquid system that combines effective doses of both lipid- and water-soluble active ingredients. At a daily dose of up to 15 ml, each bottle of Novel Care provides con - sumers with an easy-to-manage, full month’s supply of either of 14 different condition-tailored health formulations. The formulations are made from powerful active ingredients, such as algal astaxanthin and Following a successful launch of the offered globally by Frutarom to its cus - coenzyme Q10, fruit antioxidants, or essen - products in pharmacies and health food tomers and are said to be generating tial minerals, such as calcium and iron. stores in Israel, the formulations are now strong interest in the market.

ucts – Oilseeds. “Creating a dedicated plant untapped tea More protein from to produce our signature Clarisoy product line will allow us to serve growing customer potential plant opening demand for proteins in low pH beverages.” Clarisoy is created through a patented ACCORDING to Döhler, on average, each ADM has opened its first commercial-scale process that delivers a highly purified prod - person drinks 56 litres of tea per year. In plant to make Clarisoy, the world’s first veg - uct with a 95% protein concentration on a contrast, only 6 litres of this amount can be etable-based protein that offers clarity in liq - moisture-free basis. It is fully soluble in bev - attributed to RTD iced tea. Recognising the uid media and high-quality protein nutrition. erage applications with a pH below 4.0. potential that iced tea products have the The new plant is located in Decatur, Illinois, “Opening our first transparent isolated company has introduced ready-to-drink con - USA. soy protein plant is another way that ADM cepts based on authentic tea tastes in coop - “Since launching Clarisoy at IFT last year, will continue to serve the vital needs of a eration with its partner Plantextrakt. These customer feedback has been positive, and growing world,” said Greg Morris, Vice-Pres - drinks range from Brewed Iced Teas to Pre - demand for clean-tasting, transparent pro - ident of North American Oilseeds Process - mium Brewed Iced Teas and True Teas. In line teins continues to increase in the rapidly ing. “We expect this plant to be the with these concepts, Döhler offers strong growing fruit and vegetable juice and sports foundation for an entire Clarisoy product freshly brewed and non-concentrated nutrition categories,” said Bruce Bennett, line, as we continue to evolve it to meet 'Strong Tea Infusions' with a taste like General Manager of ADM Specialty Prod - our customers’ needs.” freshly-brewed tea. Apart from different tea infusions such as black tea, green tea, white tea, rooibos and mate, the portfolio also features strong infu - sions made of herbs, spices and fruits. Due to the intense, authentic taste, no additional flavours or extracts are required. The tea infusions allow brands to claim that their beverage is ‘made with directly brewed tea’. Döhler also offers premium tea infusions produced with the finest tea leaves, which means that the variety and country of origin can be claimed on the label. Strong Tea Infusions are an ideal way to give classic iced teas an authentic tea note. Döhler has developed the Brewed Iced Tea concept, in which tea extracts are replaced by Strong Tea Infusions, allowing for adver - tisements claiming ‘made with directly brewed tea’. Premium Brewed Iced Teas are made from premium tea leaves of different tea varieties such as Ceylon and Darjeeling. The combination of natural fruit juices and reduced sugar characterise Premium Brewed Iced Teas with a particularly natural and refreshing taste profile blended with a typical tea note. Cutting the ribbon at the ADM opening ceremony. Soft Drinks Internationa l – July 2012 INGREDIENTS 17 More health benefits

DSM has introduced two new nutritional platforms: ‘Energize your mind’ and ‘Relax your mind’. The two Health Benefit Solutions contain a number of essential nutrients and herbal extracts to boost mental perform - ance and aid relaxation. Ginkgo biloba extract has been shown to boost mood and alertness12 whilst Coenzyme Q10 (CoQ10) supplementation supports cellular energy production as natural levels decline with age. The active ingredients that affect sleep and relaxation include lemon balm and chamomile, which have been found to have a positive effect on mood and reducing symptoms of nervous tension. “There is rising awareness of the role that certain nutritional ingredients can play in ‘Relax your mind' to aid relaxation. supporting mind health and the market for food, beverages and dietary supplements of feeling awake and alert, and relaxation consumer demand for innovative mind that energise or relax the mind is predicted and sleep are also essential for health and health products.” rapid growth,” said Jacob Bauly, Global Mar - wellbeing. ‘Energize your mind’ and ‘Relax This year also sees the launch of ‘Essen - keting Manager at DSM. “Around 20% of the your mind’ use the latest consumer insights tials for vegetarians’, a new platform to help body’s energy is required by the brain to to provide the combinations of ingredients manufacturers meet the specific nutritional support thought processes and give a sense that can help manufacturers tap into rising requirements of vegetarians and vegans.

deliver bright and intense shades combined natural with enhanced stability features. Sensient has recently extended the range Send your news to breakthrough of Microfine powders with a new technol - ogy featuring starch-based products. This news@ SENSIENT has announced a new technol - includes curcumins covering shades from yel - ogy, Microfine powders, which enables man - low to orange and anthocyanins which pro - softdrinksinternational.com ufacturers to replace synthetic colours with vide red and blue shades. natural ones. “Especially designed for dry applications where a superb visual appeal is essential, Microfine powders are ideal as a natural replacement for synthetic lakes. The new natural colour technology allows us to deliver plating characteristics, commonly found in synthetic pigments, in a natural colour powder,” said Thomas Krahl, Manager Application Service, Sensient Food Colours Europe. Microfine powders are claimed a major evolution in natural colours for applications including dry mix beverages. The powders

WILD has introduced new energy drink concepts: Exotic Energizer fruit-flavoured drinks with coconut water and Power Energy versions featuring three essential amino acids - valine, leucine and isoleucine. The company says it realised the dynamic opportunities of the energy market years ago and has been continuously working on innovative product ideas. With its new concepts, the company is offering manufacturers products which feature significant potential Natural coloured powders deliver intense for additional momentum in the energy drink sector. shades. 18 ProDuCTS Soft Drinks Internationa l – July 2012 Juices & Juice Drinks Paris prize In support of

UK Orangina, the French juice drink distrib - hedgerows uted by A G Barr, is running an on-pack pro - motion which will give 12 winners the UK Elderflower cordial producer Belvoir chance to win a gourmet weekend break to Fruit Farms is inviting consumers to capture Paris. The activity builds on the success of the magic of the country's ancient last year’s ‘Grand Tour’ promotion which hedgerows for a photographic competition offered shoppers the chance to win a per - aimed at raising money for Butterfly Con - sonalised holiday to France, and triggered a servation, the UK charity dedicated to sav - 15.6% sales growth (Nielsen Scanrack) ing butterflies, moths and the environment. throughout July and August. For every entry received, Belvoir will “This distinctive promotion combines two donate £1 to the charity and in turn every icons of France: Paris and fine food,” said entrant will be given free Butterfly Conser - Adrian Troy, A G Barr’s Head of Marketing. vation membership. The competition runs Orangina will have media and PR support from July to the end of October and is throughout the summer, with the number promoted on bottles of Belvoir’s Elder - of branded taxis tripling in London in Sep - flower Cordial through a limited edition tember . butterfly label. Elders are an integral hedgerow plant providing flowers in early summer followed by purple-black berries in autumn – both of which are used in Belvoir’s range of handmade cordials and pressés using only natural ingredients and with no additives or preservatives.

Guava addition

ANGOLA Refriango’s Nutry juice drinks range has been extended by the addition of guava. The only surprise in this is that the big- selling brand has not done so earlier, given that Refriango market research shows Smooth kids guava to be among Angolans’ top three flavours. Nutry Guava is offered in 1 litre UK Innocent has introduced a children's and 250 ml packaging. cherries and strawberries smoothie. Each A TV and radio advertising campaign fea - carton contains 100% whole crushed fruit tures a catchy jingle (A goiaba agora chega, and juice and counts for one of the recom - chega para nos alegrar – mended five-a-day. guava has just arrived, Gurdeep Loyal, Kids Brand Manager at The 500ml PET promotional bottles will be fully arrived to cheer us up) Innocent, said: “The Innocent kid’s smoothie sleeved to maximise the on-shelf impact of the and is further supported business has got off to a flying start this year promotion. by outdoor executions. and is seeing 25% year-on-year growth. Our new cherries and strawberries smoothie, the first kid’s smoothie in the category to fea - ture cherries, gives our consumers a deli - Stevia-sweetened cious, summery recipe to choose from that is perfect for lunchboxes, picnics and family NEW ZEALAND In what is claimed as a days out.” first for the country Frucor Beverages has leveraged its solidly-established Just Juice range further by adding stevia-sweetened variants. Marketed as Just Juice with 50% less sugar, the range comes in three flavours: Truly Tropical, Juicy Orange and Cheeky Apple. All are offered in 1 litre and 2.4 litre Just Juice with 50% less sugar range. packs. “The new Just Juice with 50% less sugar Brand Manager Brooke Bayliss-Browne. range offers the choice of a ‘better for you’ Frucor has generated extensive publicity option in fruit juice drinks,” said Just Juice for its use of stevia as a sweetener. Soft Drinks Internationa l – July 2012 JUICES & JUICE DRINKS 19 Aronia first J20 makeover

USA ARo, an all-juice, no-sugar-added bev - UK Brand design agency Blue Marlin has erage, has been launched in the Chicago created a new look for Britvic's juice brand environs by Aronia Drinks. Featuring the aro - J20 to reflect the reformulated recipes for nia berry, ARo’s high ORAC value exceeds the core variants: orange and passion fruit, that of pomegranates and blueberries. apple and raspberry, and apple and mango. “Mother Nature created a superstar in Helen Gorman, Brand Controller at aronia berries. These dark purple gems have Britvic, commented: “The new structure and a plethora of health-promoting compounds: graphics work beautifully together to under - anthocyanins, flavonoids, polyphenols, tannins score J20’s positioning as a premium, mod - and antioxidants, all so important to our ern brand.” health, but hard to get in adequate amounts Blue Marlin has also worked with Britvic in our daily diet,” said Dr Pamela Thomas, to create three new limited edition J20 the company's cofounder. variants: Glitter Berry, Papaya Punch and a The drink is claimed a first commemorative Jubilee pack, Diamond of its kind, comprising Berry. antioxidant-rich aronia berry juice plus a blend of 100% natural juices: Right: The graphic design features a vibrant pineapple, pear, orange, peach, Concord new colour palette which, combined with grape and apple, plus banana puree. ARo has intricate splash and drip detailing, visually no added sugars, corn syrup or artificial communicates J20’s fruit taste and liquid sweeteners, and no preservatives. refreshment.

Lunchbox size Breakfast health

UK Sunny Delight has introduced a 200ml USA California-based Bolthouse Farms, pro - pack, perfect for lunch boxes and for con - ducer of super premium juices and smooth - suming on-the-go. Available in the best-sell - ies, has added new drinks to its beverage ing Florida Style flavour, a blend of oranges line-up aimed at the health-conscious con - and limes, the juice carton comes in a pack sumer. of five, one for every day of the school One is an Orange + Carrot blend which week. offers 300% more vitamin A than traditional After trials, and consultation with mums, orange juice and is claimed the ideal break - Sunny Delight has created a new improved fast blend. There are also two new breakfast formula. The product range, including the replacement drinks, Strawberry Parfait lunchbox size packs of Sunny Delight Breakfast Smoothie and Peach Parfait Break - Florida Style, now contains added vitamins fast Smoothie, containing 10 grams of pro - A, B1, B6, and vitamin C. There are no arti - tein per single-serving bottle along with 2.5 ficial colours, preservatives, or sweeteners. Director of Gerber Juice Company. “So par - grams of fibre and 15% of required daily “Sunny Delight has had a complete ents can be confident of what their children value of calcium. redesign. It is back and it is better”, are drinking, and rest assured that it is the “Consumers should not be forced to explained Marnie Millard, Commercial good stuff.” choose between their health and their taste,” said Bryan Reese, Chief Innovation Officer, Bolthouse Farms. “The success of our beverage line flows from our ability to cre - Engaging with ate drinks that you would desire even if they were not so good for you.” teens Bolthouse Farms has also introduced a 52oz serving for its popular Amazing Mango UK Online music, video and social network - fruit smoothie, a combination of antioxidants ing is at the centre of Vimto's new summer and nutrients, whilst the 100% Pomegranate advertising campaign which starts this month variant is now available in a 15.2 oz. single with running online versions of its award- serving, and a good source of potassium winning 'Lowrider' advert with VEVO, the with high levels of polyphenols. official music video provider to Youtube. The campaign will also see Vimto as the main The Lowrider advert. sponsor of an exclusive music video release, giving the brand access to the 12 million vis - sumers to the Vimto Facebook page (face - itors that stream around 180 million videos book.com/vimto), giving them access to new each month. content. The brand is also joining forces with As the latest phase of Vimto’s ‘Seriously InSkin Media to position fun and engaging Mixed Up Fruit' campaign, the activity will be interactive online games. supported by audio and video presence on Vimto Brand Manager Clare Pritchard said: online music websites Spotify and we7, and “This campaign builds on major investment in To advertise: through key teenage online networks such as digital marketing for Vimto over the last year advertising@ MTV until September. to engage with teens in a relevant environ - softdrinksinternational.com Online advertising will drive more con - ment using platforms that will excite them.” 20 PRODUCTS Soft Drinks Internationa l – July 2012 Water & Water Plus Tennis action Musical games

UK During Wimbledon fortnight, evian, the UK As an official worldwide partner of the official bottled water supplier, ran an online London 2012 Olympic Games, glacéau vita - competition called The evian® Ball Hunt. minwater has teamed up with international The evian ball boy set clues of his where - pop superstar Jessie J in a first-of-its-kind abouts every day of the tournament. Follow - music video game. ers could then race to find him and ‘check Jessie J collaborated with glaceau vitamin - iar games that people around the world can in’ to his location and be given a numbered water to create the video for her latest sin - relate to, and making them 'only better' – evian tennis ball. Each day one ball was cho - gle, 'Laserlight.' They then took the video like Musical Chairs,” explained Rodolfo sen with the winner receiving a pair of and created Musical Chairs, an online music Echeverria, Vice-President of glacéau. exclusive VIP Wimbledon tickets. video game that allows consumers to play Musical Chairs will be available in 20 Laura Pope, Brand Manager, said the com - together from around the world. countries and translated into six languages. petition was part of evian's summer cam - “Just like we took hydration and added Players have the chance to win coupons and paign which also included a London outdoor great taste and vitamins, we are taking famil - other rewards. advertising campaign featuring brand ambas - sador and women’s world number one Maria Sharapova in an evian® Baby Inside The event generated much interest in the campaign t-shirt. There were also Wimble - Premium water industry through feature articles on don-themed evian bottles for sale. most major radio and TV networks coast to At the tournament evian samples were USA Boreal Water Collection Inc has coast, and around the world. handed out by 'Live' young amabassadors. launched Leisure Time sparkling water in Boreal Water Collection is a personalised And people waiting or camping in the 500ml and 1litre aqua blue bottles. Sister bottled water corporation, specialist in pro - famous Wimbledon queue could visit the company, Sources Saint-Élie, co-packs the viding premium custom-bottled water. The evian® pink shipping container, complete spring water which received its most recent company has exclusive access to two pris - with a ping pong table, umpire, photo com - international recognition as a quality product tine and abundant springs, one an award petition and strawberry and cream milk - during the 22th annual Berkeley Springs winning source deep in the untouched wilds shakes (made with evian). Inside the water-tasting competition, held in Berkeley of Canada (Saint-Élie) and the other in the Wimbledon grounds, evian’s Live Young Suite Springs, West Virginia. Catskill Mountains in New York. hosted celebrities and press.

Grove in Hertfordshire. Mini tennis The promotion runs across a variety of Highland Spring SKUs including the new active UK Highland Spring's summer on-pack pro - pack range, which includes the 300ml small motion 'Win Mini Tennis is giving consumers serve 12 pack, 500ml still 12 pack and 500ml the chance to win 12 weeks’ worth of LTA still sport 12 pack. It is being supported by an Mini Tennis coaching lessons and tennis mer - an integrated marketing campaign. More flavours chandise kits. All those who apply will be At the same time The Lawn Tennis Asso - automatically entered into a grand prize ciation launched its first National Mini Tennis USA Seagram's has introduced four new draw to win a family tennis break to The Week, supported by Highland Spring. naturally fruit-flavoured sparkling waters: Key Lime, Orange Citrus, Blackberry Raspberry and White Peach. All are sugar-free, calorie- free and caffeine-free. “Whether you're celebrating a special occasion or just looking for something new and interesting to help unwind at the end of the day, Seagram's Sparkling Seltzer Water offers the true taste of comfortable sophisti - cation,” said Sabrina Tandon, Director of New Growth Platforms, Coca-Cola North America. “These beverages are a perfectly simple option that can help you recharge or relax anytime, anywhere.” Seagram's Sparkling Seltzer Water is avail - able in 12oz cans and 1litre bottles.

Sporting parents Gabby and Kenny Logan encouraged young children to pick up a tennis racket and play the sport when they visited Southwark City Tennis Club in London to officially launch National Mini Tennis Week. The Voice of the UK Soft Drinks Industry

The British Soft Drinks Association is the national trade association representing the collective interests of producers and manufacturers of soft drinks including carbonated soft drinks, still and dilutable drinks, fruit juices and smoothies, and bottled waters.

Join the BSDA today and have your say in your industry! ,QÀXHQFLQJ*RYHUQPHQW Communicating with the Media Promoting Sustainablity Enhancing Skills

,I\RXZLVKWRUHFHLYHIXUWKHULQIRUPDWLRQDERXWDOOWKHEHQH¿WV%6'$PHPEHUVKLS has to offer please call us on +44 (0)20 7405 0300 or email [email protected]. 22 PRODUCTS Soft Drinks Internationa l – July 2012 Carbonates range addition

UK The KA range from AG Barr has been extended to include Sparkling Kream Soda and Still Strawberry. Kream Soda will create further demand for the KA carbonates range, which according to Barr grew 46% in 2011. In consumer trials more than 75% said they would buy the product. “Kream Soda scored even higher in consumer trials than KA Fruit Punch, our most successful variant which achieved sales of almost £5million in its first year,” said Adrian Troy, Head of Mar - keting for A G Barr. “We’re confident that it will attract new consumers to the fixture as well as providing a new, exciting taste for brand loyalists.” The launches will be supported by an outdoor media campaign as well as sampling to 200,000 consumers at key events and regions throughout the summer.

ited edition collection. Designer collection The ‘Day’ bottle is Big Cola inspired by Jean Paul UK Fashion designer Jean Paul Gaultier, Diet Gaultier’s signature Bre - THAILAND Aje Group, producer and dis - Coke's newly appointed Creative Director, ton stripes and captures tributor of Big Cola, has high hopes for sales has designed a limited-edition collection of his fun attitude. The in Thailand. Or perhaps that should be ‘big bottles. shiny red bottle cap acts hopes’, because the brand’s new Think Big The collection themed ‘Night & Day’, pays as a chic beret, and a marketing approach envisages 40% growth homage to Gaultier’s infamous designs. The star tattoo pays homage this year and a leading role in the Thai car - ‘Night’ bottle has a a corset style reminiscent to Gaultier’s sailor muse. bonate sector within four years. of Jean Paul Gaultier’s catwalk shows and The ‘Night & Day’ bot - Given the market reach of Pepsi and iconic cone bra design. The lace and fishnet tles are available from Coca-Cola, along with new releases planned design highlights the female-like silhouette of Harvey Nichols stores nationwide. To com - by Serm Suk and other CSD developments, the iconic bottle shape and adds a never- plete the collection, a third limited-edition that is really thinking big. before-seen edginess to the Diet Coke lim - bottle will be launched later in the year. But the Peru-based cola already claims an 18% stake of Thailand’s traditional and mod - ern off-premise channels and is making inroads elsewhere. Its burgeoning Thai oper - Salty Watermelon Milestone ation is complemented by other Asian mar - kets: currently Vietnam, Indonesia and India, JAPAN To western palates, some of the campaign with plans for expansion. Asian initiatives carbonated soft drink flavours offered in include a movie tie-in with Sony, promoting Japan, China and elsewhere in Asia are mys - NIGERIA Continuing its 10 year celebra - the new Spider-Man release. tifying. Pepsi has in the past drawn slightly tions, La Casera has built an attention-grab - patronising comment on flavours such as ice bing promotional campaign around its Apple cucumber and its pink variant, which has a carbonate which continues to grow solidly in strawberry milk flavour, despite ready the booming African market. acceptance on the Japanese market. The Apple Story initiative Much the same international called for consumers to remi - disconnect seems likely for the nisce about some highlight of salty watermelon flavour being their life involving the drink. launched in late July. The This was facilitated through flavour has immediate rele - radio stations and the brand’s vance in Japan where many website, with daily prizes on people enjoy sprinkling salt on offer. Major prizes went to watermelon, believing that this three stories judged to be the brings out the full taste. best of those told on-air or was also to underline La Casera’s long asso - Presented as a summer submitted to the website. ciation with Nigeria and its acceptance as a drink, the new variant is red in As well as advertising La leading beverage range. The Apple Story colour, with the label featuring Casera Apple as a brand of promotion was advertised extensively, com - a juicy-looking watermelon. choice, the campaign’s strategy plementing ongoing La Casera advertising. Soft Drinks Internationa l – July 2012 CARBONATES 23

Team,” said Dave Falk, Director of Market - Basketball Collectable cans ing for Sunkist. Sunkist will also give consumers exclusive USA Kyrie Irving from the Cleveland Cava - USA Sunkist Soda and 7UP are teaming opportunities to watch the USA Basketball liers basketball team has signed a personal up with USA Basketball to become its offi - men’s national team as they play in Las endorsement deal with Pepsi Max until the cial soft drink partner. Collectible cans will Vegas and Barcelona. end of the 2012/13 NBA season. Pepsi Max pair legendary members of the 1992 “This is a special year for USA Basketball plans for the former Duke University player Dream Team with the soda brands. and this partnership with these iconic to feature in branded videos, extensive social “Basketball fans will love these limited- brands will help pay homage to our rich media integration, retail activation, and more. edition cans as they toast this year’s team history,” said USA Basketball Chairman Jerry Irving said: “I'm thrilled to partner with Pepsi and celebrate the original 1992 Dream Colangelo. Max and really do some fun things. I can't wait for everyone to see the creative ideas we have planned.” Lou Arbetter, Director on the Pepsi Max brand team, said: “We love Kyrie's charisma, fearless attitude, and determination, and we feel that he is a great fit with the Pepsi Max brand. We look forward to working with Kyrie to engage our consumers and his con - stantly growing fan base with some fun con - tent and experiences.”

Festival campaign NBA legends Earvin 'Magic' Johnson, Larry Bird, Patrick Ewing, Scottie Pippen and David Robinson feature on Sunkist, 7UP, A&W root beer, Sun Drop and Canada Dry soft drink cans, respectively, for UK The Levi Roots brand from Vimto Soft this summer-long promotion. Drinks is embarking on a summer campaign of festival sponsorship and a nationwide sampling programme. launched our latest flavour, we're excited to Levi Roots will be the official soft drinks natural spread the spirit by giving consumers a sponsor of Parklife, Osfest and Mifest, which chance to win a trip to the Grand Canyon.” all take place during the UK’s summer festi - USA Sierra Mist Natural from PepsiCo has Sierra Mist Natural, Strawberry Kiwi val period. The heavyweight investment sup - launched its newest flavour, Strawberry Kiwi Splash, is made with real sugar. With no ports the brand’s strapline, ‘put some music Splash. The brand is also running a 'Natural artificial additives or preservatives, the in your glass’, which recognises the ‘Reggae Wonder' contest. Until 31st July consumers strawberry kiwi flavours are said to “shine Reggae’ entrepreneur’s own love for music. can enter online for an opportunity to win through for a refreshing taste experience”. The brand will target 50,000 festival goers a holiday to the Grand Canyon. Said Jayan - with free samples of Levi Roots 500ml fizzy thi Raja Segaran, Brand Marketing Senior Caribbean Crush and Mango ‘n’ Pineapple. Manager, Sierra Mist, “Now that we've www. softdrinksinternational.com on the go

USA Coca-Cola is running an 'On the Go with D.O.' My Coke Rewards promotion this summer with the ultimate prize of hav - ing Olympic athlete David Oliver (DO) visit the winner's children's school for a 'field day' of athletic activities. “As a long-standing sponsor of the Olympic Games, we are excited to bring an Olympian to spend time with a lucky group of children,” said Kimberly Paige, Assistant Vice-President, African American Marketing, Coca-Cola North America. “Providing this unique opportunity is our way of sharing a creative outlet for youth to join in the fun of the Olympics and be physically active.” To participate in the promotion, con - sumers are encouraged to purchase Coca- Cola and donate points under-the-cap or on the package to their children’s school on MyCokeRewards.com/FieldDay. The field day experience will be awarded in the autumn. The My Coke Rewards site also includes more information on Oliver and downloads such as screensavers and ring - tones. David Oliver. 24 PRODUCTS Soft Drinks Internationa l – July 2012 Sports & Energy Brand ambassador Berry arrival

UK Relentless Energy Drink has AUSTRALIA The Mother range of announced that music superstar Professor energy drinks having proven to be a solid Green is its new brand ambassador. The UK seller in Australia. Coca-Cola South Pacific rapper will be working on several promo - has now added Mother Frosty Berry to the tional projects with the brand this year. line-up. Last year saw Professor Green secure his Steven Ruhl, the brand’s Marketing Man - first No 1 single with the highly personal, ager, said that “in the past year, berry- ‘Read All About It’. This year began with his flavoured beverages have experienced first Brits nomination for ‘Best British Male’ double digit growth in the grocery bever - and now sees the release of album age category and we believe Mother Frosty favourite, single ‘Remedy’. Berry will grow this category even further”. The Mother range, which has gained some of its impetus in Australia through its close association with the V8 Supercars motor racing series, earlier this year intro - duced a fuel cap bottle for its Mother Lemon Bite variant to build on the success of the original Mother fuel cap bottle released mid-2011.

Professor Green. More flavours

USA Xenergy from Xyience has added Melon Mayhem and Tangerine Twister to its range of energy drinks. Both beverages are a SUBSCRIBE part of the Xenergy Premium line and come in 16oz silver cans. Tangerine Twister is an all- subscriptions@ natural tangerine flavour with a subtle hint of vanilla and cream. Melon Mayhem is a com - softdrinksinternational.com bination of different melons including honey - dew and cantaloupe with a touch of citrus. drink’s caffeine content and a recommenda - The names of the new flavours were tion for consumers not to mix the beverage influenced by the sport of mixed martial with alcohol. ADVERTISE arts (MMA), creating a greater connection “Given that our audience is concerned for the brand among the MMA fan base. about how they fuel their bodies, it’s impor - The company has also included new ele - tant that we are transparent,” said John advertising@ ments on Xenergy cans such as listing the Lennon, the company's President. softdrinksinternational.com olympic support

CONTRIBUTE MALAYSIA The isotonic sports drink 100PLUS, which has built increasing market share in both Malaysia and Singapore since news@ the introduction of the 100PLUS Edge non- softdrinksinternational.com carbonated range, has long been involved in sports and recreation sponsorship. This sup - editorial@ port has extended from community fun runs to active involvement with major softdrinksinternational.com teams, gaining the brand widespread popu - lar support. In recent months, 100PLUS and 100PLUS Edge have been closely associated weightlifting. with Malaysia’s bid for success at the Lon - The programme has used the promo - Tel: +44 (0)1202 842222 don Olympics. Working with the National tional tags of ‘United for Success’ and ‘1 Fax: +44 (0)1202 848494 Sports Council, bottler F&N Beverages has Malaysia, 1 Goal’, aiming to unite Malaysians www.softdrinksinternational.com been prominent in the Road to London behind the Olympic effort. The campaign programme supporting archery, badminton, has included a very effective Facebook con - diving, cycling, shooting, fencing and test.

26 PRODUCTS Soft Drinks Internationa l – July 2012

Malcolm Parkinson, UK Country Manager, said: “Following extensive research and con - Pouch packed sumer feedback, the new Adult variants respond directly to USA Phusion Projects has introduced Island consumer demand for pure Squeeze frozen pouch cocktail, a malt-based juice offerings, creating sub - adult beverage in four flavours: Pink Lemon - stantial growth opportunity ade Light, Pina Colada, Margarita, and Straw - Chilled innovation in the chilled multi-serve berry Daiquiri. market. Island Squeeze also offers the first 'light' UK Welch’s has added 100% Pure Rosé “Expansive distribution entry into the category, Pink Lemonade Light, Grape Juice and 100% Pure White Grape in key retailers from launch which has nearly a third less calories than Juice to its range of chilled juices. Supporting provides Welch’s new existing pouches. the launch is a £1.5 million marketing pro - Rosé, White and Purple Individually packaged and single-serve, gramme which includes new TV advertising 100% Pure Grape Juice Island Squeeze can be frozen and squeezed in the autumn, brand partnerships and with a strong sales plat - into a glass, or served over ice. The pouches extensive trial and sampling campaigns, form for the summer of are available in 6% including a repeat of last year’s success at the celebrations ahead, already alcohol by volume BBC Good Food Show in November 2012. in place for the Jubilee.” (in 12 packs of 10oz single serve pouches). Frappe flavoured with syrups.” UK Monin has launched a range of frappe The range comprises traditional favourites bases, making it easy to create a wide choice Vanilla, Chocolate and Coffee, plus Yoghurt of drinks, including smoothies, frozen coffees, and Non-Dairy. The five flavours are available frappés and cocktails, in seconds. in convenient 1.36kg canisters with measur - James Coston, Monin UK brand ambassa - easy to create frappé drinks with a smooth ing scoops, have a shelf life of two years and dor, said: “Le Frappé de Monin collection and creamy texture and enhanced aromas. remain in good condition 60 days after complements Monin’s range of syrups, Drinks made with Le Frappé de Monin are opening. Each cannister delivers more than sauces, fruit mixes and liqueurs, making it well-balanced and not too sweet, even when 40 servings.

been chosen due to the “Our new campaign will include over 1mil - high number of the lion samples given out in areas across the brand’s core target audi - country, which is really exciting as we know Teas ence of 18-24 year olds from our research that most consumers don’t visiting them. The prod - think they will like it before they’ve tried it, uct sampling is taking but once sampled, around 80% go on to buy. place in high footfall We have also seen from past sampling activi - Ice Teavolution locations in cities. ties that people have a barrier to the concept Jon Evans, Head of of ice tea until they actually taste it, which is UK Britvic has launched a UK-wide summer Seed Brands at Britvic, why a campaign like this is really important.” sampling campaign with the tagline, ‘surpris - commented: “Lipton Ice Tea continues to go Available in 500ml PET bottles, Lipton Ice ingly refreshing and tasty’, challenging con - from strength to strength and has been a key Tea comes in Lemon, Peach, Mango and sumers to join the Ice Teavolution. Running driver within the cold hot drinks sub-category Green Tea with Lemon variants. Lipton Ice Tea until August, the sampling campaign is set to for the past two years, which is the fastest is also available in a 250ml glass bottle format raise awareness, drive trial and engage with growing soft drinks sub-category, experiencing for leisure outlets, in Lemon and Peach. new consumers across locations that have 26% value growth and worth £23.7million.

earth, metal, water) theory, handed down from ancient China. This deals with the com - Light and white Celebratory plex correlations between the human body and the natural environment. USA Snapple has launched new Lightly support Sokenbicha, which is endorsed and sup - Sweetened Teas, all natural white teas sweet - ported by the Nihondo kampo boutique ened with just a touch of real sugar. The teas HONG KONG Using singer and actor group, was introduced first in Japan and sub - are available in Peach Passionfruit and Takeshi Kaneshiro to launch a new version sequently in the US. Cherry Pomegranate flavours with 80 calo - of its Sokenbicha iced tea brand paid imme - An amended version of the iced teas was ries per 16oz bottle. diate dividends for Coca-Cola as social net - also introduced recently “Consumers told us they works lit up with comment. in Taiwan, using actor, wanted a light tasting, all-nat - Kaneshiro was chosen partly for his huge boy band member and ural tea that wasn’t too popularity in Hong Kong and partly his model Vic Chou as sweet, and we listened,” said strong Japanese connections; his father is brand ambassador. A tel - Regan Ebert, Vice-President of from Okinawa and his mother from Taiwan. evision commercial sees Brand Marketing for Snapple. He was seen as perfect for underlining him playing the role of The national launch is Sokenbicha’s Japanese characteristics. The an engineer chilling out being supported by a national brand is built around kampo, the study and in a mountain forest as television campaign, print and use of herbs which in turn is inter-linked he seeks to reconnect Takeshi Kaneshiro online media. with the Japanese five elements (wood, fire, with his inner soul. and Sokenbicha.

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World innovations Paris. 21-25 October 2012 ParisParis NordNord VillepinteVillepinte - FranceFrance www.sialparis.com m m o o c c . . d d o o o o f f k k c c o o t t s s . . w w w w w w y b b

s Vc ZkZci Wn s e e g g a a m m I I © © SSIAL,IAL, a subsidiarysubsidiary ooff Comexposium GroupGroup 28 BoTAnICALS Soft Drinks Internationa l – July 2012 Acerola, baobab and ginseng botanicals with added value

otanicals can enrich beverages and food Bproducts in many different ways. While some add a special accent to the taste or imbue the product with an intensive hue of colour, oth - ers may have a positive impact on the con - sumer's sense of well-being or provide support in certain life situations. Others have unusual back - Oliver Hehn ground stories and some plants even combine discusses the several of these attributes. Acerola, baobab and ginseng are completely different plants, but they benefits these have one thing in common: Each one can be used to make an extract that offers food product man - plant extracts ufacturers a means of making their products The majority of ginseng grows in two regions: Korea more attractive. and northern China. In Asia ginseng is known as the have to offer . queen of all medical plants. Acerola – the immune system booster The red berries of acerola, which is also known everyone. The human body reacts to various as Barbados cherry or West Indian cherry, are stress factors (like smoking, emotional stress, extremely rich in vitamin C. The Plantextrakt exercise or intensive sunshine) by forming free Business Unit of the Martin Bauer Group pro - radicals, which can harm the body’s own cells, duces an extract from these berries that contains enzyme systems and human genetic material. as much as 17% natural vitamin C. Thus not And acerola can do even more: the extract has a only beverages, but also candy and dairy prod - pleasant fruity taste. The shrub or small tree orig - ucts enriched with this extract, can boost the inally comes from the tropical area of the West immune system. Apart from this, the extract may Indian Islands. It is cultivated in Central also have an antioxidant impact on the human America, Florida, Brazil and in the Caribbean. body. This is because the antioxidants in the plants help to deactivate free radicals and pre - Baobab – exotic, traditional vent oxidative stress. Oxidative stress affects and sustainable The baobab also has very interesting origins, as well as a fascinating history: native to southern Africa, the so-called ‘tree of life’ has been an important companion for the local people for centuries now. It has excellent water storage properties, parts of its bark are used to produce material for rope, clothing and baskets and it bears a highly nutritious fruit. A fully grown fruit measures between 25 and 40 centimetres, is oblong to oval in shape and has a hard, woody shell. It contains cream-coloured, powdery fruit pulp with bean-like seeds and has a tangy flavour that is reminiscent of caramel, pear and grapefruit. An extract that has been solely pro - duced from this exotic fruit is now available in Europe and is being exclusively distributed by the Plantextrakt Business Unit of the Martin Bauer Group. Unique throughout Europe, this offer has been made possible by a joint project between the Martin Bauer Group, one of the world's leading manufacturers of Tea and Herbal Extracts, and PhytoTrade Africa, a non-profit trade association that promotes sustainable trad - ing in natural products from Africa. The water-based extract dissolves to produce a The fruit of the baobab tree can also be used to make an extract, which is only available in clear – non turbid – ingredient that not only Europe through the Plantextrakt Business Unit of the Martin Bauer Group. tastes good but can also be positioned in a very Soft Drinks Internationa l – July 2012 ACEROLA, BAOBAB & GINSENG 29 special way. After all, there are many positive attributes associated with this exotic plant. Furthermore food and beverage product manu - facturers can benefit from the health-promoting aspects of baobab. This is because the extract is rich in fibre and is therefore ideal for a health- conscious diet. And there is another extremely important aspect that is appreciated by many consumers: the cooperation between the Martin Bauer Group and PhytoTrade Africa is founded on sustainabil - ity and the associated fair trade practices when dealing with people and nature. For example, plants are wild harvested and processed with strict adherence to environmental compatibility requirements in Africa and consideration is always given to the conservation of biological diversity. In addition, PhytoTrade Africa also ensures local people receive a fair reward for their work, and will therefore enjoy a better qual - ity of life. In ice tea, near-water beverages, yoghurt or fruit gum – Ginseng – energy in every situation acerola can add taste and health-promoting attributes And what exactly does the botanical ginseng to the most diverse food products. have to offer? In China, the plant has been regarded as being a source of the elixir of life for other hand, are more interested in near-water thousands of years. With its characteristic, products with added vitamins and minerals. slightly aromatically sharp flavour, the root can Older people frequently show a preference for fortify and vitalise as a remedy for fatigue and reduced-sugar drinks. Generally, speaking, there feelings of weakness, as well as dwindling is a growing demand for more naturalness in the achievement potential and the ability to concen - energy sector as well. Plants like ginseng are just trate. Its extract is therefore being used in energy the thing. Plantextrakt has proven its effective - beverages to an increasing extent. These are ness within the framework of an independent enriched with other ingredients according to the study. The study showed that the ginsenosides Oliver Hehn is the Marketing respective target group and the form of adminis - (saponins) found in the ginseng root can have a Manager at the Plantextrakt tration is adapted to suit the pertinent require - performance-enhancing impact on the regions of Business Unit of the Martin ments. Energy drinks are very popular among the brain responsible for processing sensory Bauer Group. young people, for example. Athletes, on the information. n www.plantextrakt.com

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Annual subscription (12 issues) European Union: £110, €150 Rest of World: £125, €170, $200 www.softdrinksinternational.com 30 PACKAGInG DESIGn Soft Drinks Internationa l – July 2012 Re-design for a successful re-brand esign is central to the bottlegreen brand. The Diconic bottle shape that features across the whole bottlegreen portfolio has been created to reflect the sophisticated style and flavours around which the brand ethos revolves. Within an ever-changing consumer market place, bottlegreen understands the importance of An impressive packaging design and the brand has enjoyed huge increase in sales success following a recent re-brand. has followed, Leaving an impression The brief for the bottlegreen re-design very much to see the results having such a positive impact on according to focused on creating an identity for the brand that our sales figures. Sophisticated style and flavours would promote visibility, cohesion and provide a are central to the bottlegreen ethos and we wanted bottlegreen. clear positioning in a busy and competitive mar - our packaging to reflect that.” ketplace. Ultimately the chosen design theme became Limited editions based on the idea of ‘Leaving an Impression’ – Alongside re-designs, bottlegreen also focuses on using the pressing of flowers to encapsulate the producing limited edition designed bottles – with sophistication, femininity and elegance of the bot - an impressive portfolio already gathered in this tlegreen brand. area. The re-brand has led to impressive results for Recent limited edition packaging designs bottlegreen, who witnessed an annual sales include bottlepink – a special edition sleeve that growth of 79.9% after the re-design – taking total was produced and featured on the brand’s sales from £7.9million to £12.2million. Pomegranate & Elderflower cordial and sparkling bottlegreen was also handed the prestigious presse, in support of Breakthrough Breast Cancer; gold award at the Design Effectiveness Awards as as well as bottlegreen’s limited edition sleeve a result of its re-brand. which has been launched recently to mark the Speaking of the project, Simon Speers, elderflower season. The limited edition sleeve fea - Managing Director at bottlegreen drinks, said: tures across both bottlegreen’s Elderflower cordial “The key objective of the redesign was to support and sparkling presse and will be on supermarket www.bottlegreendrinks.com our ambitious growth intentions, and it’s fantastic shelves until August. n Closure encounters design and innovation rinks brands wouldn’t frequently launch has been a new innovation at some stage, with Dproduct ranges in redesigned packs if they those that have proven popular catering to con - didn’t realise how important user-friendly pack - sumer requirements well enough to become per - aging is in ensuring a product’s success. manent fixtures. Unfortunately, however, awareness of this fact Granted, this is much easier said than done, alone isn’t enough, because of how difficult it requiring a skilful balancing act. Shoppers want can be to predict the consumer response to new closures that are functional, easy to open, secure, A new packs. and keep products in perfect condition. At the approach is Some brands are wary of making wholesale same time, they want packs to be lightweight and changes to packaging, fearful that they will lose environmentally friendly. On top of this, they required, claims sales when consumers express their preference want value, which is why retailers need to be for more familiar packs. wary of overestimating how much of a premium Peter McGeough. Certainly, rushing into a full redesign could be consumers are willing to pay for an environmen - unwise. At the same time, every item on the shelf Continued opposite Soft Drinks Internationa l – July 2012 CLOSURE ENCOUNTERS 31 tally friendly product. Of course, most ‘family size’ bottles also require a closure that forms an effective seal each time it is closed and must be able to stand and lie on a refrigerator shelf. Advancements in closure technology offer retailers a way to create packs that deliver win- wins, improving packs in multiple areas – mean - ing redesigns can become more environmentally friendly and also easier to open and more secure. One example of this is the use of a foil seal inside a cap to provide tamper evidence, thereby eliminating the need for a tamper band and allowing knurling around the neck to be removed. This technology means a lighter cap and lower neck profile, which allows blown containers to be reconstructed, with weight savings of between 25% and 40% on a standard closure application. This not only cuts costs but reduces carbon emis - sions throughout the production chain as well. Integrating a protective foil within the contain - er neck also provides a barrier against counterfeit - ing, meaning complete consumer confidence, product safety and protection of brand credibility. Technological advancements are also allowing brands to make use of a far greater range of clo - how influential packaging can be in determining sure shapes, which not only offer functional ben - a product’s success. efits but can also help create a distinctive pack Rather than placing a generic screw top on to that attracts attention from shoppers and differ - a container at the very end of the design process, entiates products. manufacturers need to begin with the closure, which will offer significantly greater freedom to Impact of closure technology the design team and improve product functional - Some might query why caps and closures aren’t ity. renowned as a major driving force behind new Additionally, because many brand owners use and revolutionary packaging designs, given the separate manufacturers for containers and lids, multiple benefits advancing technology in this approaching a retailer with a complete solution area offers. means spending a long time outlining the bene - Firstly, we should acknowledge that major fits of the new technology and gaining buy in drinks brands and retailers have made the transi - from different product development and market - tion to lightweight and creative packaging as a ing teams. result of advanced closure solutions. Despite this, if a closure provider can tell a If this hasn’t happened to the extent one retailer they have developed a closure that is might expect – given the benefits closure tech - hygienic, secure and improves ease of opening – nology can offer – this may be the result of a essentially, if they’re able to provide a clear busi - structural problem within our industry. ness case for their product – then you can expect It may be that a new approach to design is this to eventually overcome a retailer’s automatic required before the most significant innovations preference for the more familiar solution. can reach the market. Currently, a reluctance to Once this happens, the success of the closure recognise that the whole pack design, container will be the best possible advert for it, and is like - and closure, warrants equal consideration from ly to lead to widespread adoption by brands and the outset is stymieing innovation. retailers. While soft drinks packs come in a wide range Soft drinks packaging is awash with innova - Peter McGeough, Co-founder of shapes and sizes, the circular screw top large - tion – a gradual shift towards a process that fos - and Executive Director, Bapco ly remains a constant, which is surprising given ters this will unleash a wave of cutting-edge Closures. how innovative the packaging industry is and solutions. n www.bapcoclosures.co.uk

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email: [email protected] or call +44 (0)1202 842222 www.softdrinksinternational.com 32 PACKAGInG DESIGn Soft Drinks Internationa l – July 2012 From silent salesman to multi-media experience

magine sitting at a bar overseas drinking an Iexotic new beverage. You are intrigued and want to know about the ingredients and perhaps find out whether you can buy this brand back in your own country. Simply point your smartphone at the pack (no need for one of those QR codes, that’s so 2008), The soft drinks and you are instantly transported to a website sector was an with information on the provenance, the ingredi - ents and a link to an e-commerce site where you early adopter of can order said drink at the tap of a button. Perhaps you’d like an alert if in a few weeks popularity of the film ‘Avatar’, with a special edi - digital time you were to walk past a store that stocked tion bottle that controlled a virtual helicopter on the drink? This might not be possible just yet, your computer screen via its webcam. technology, and but image recognition, augmented reality (AR) Coke was clearly well ahead of the curve, and SoLoMo (Social Local Mobile) technologies because Suremen deodorant recently created a is ideally placed are working hard to make it happen. very similar campaign, in which cans become to lead the way game controllers to help players face a range of Emerging digital technology adventurous challenges from mountain-biking to to a refreshingly Not all markets have yet responded to the new water-skiing, all in a bid to win cash prizes or opportunities being created by emerging digital sports gear. experiential technology, but with its young, tech-savvy con - Packaging as a sophisticated marketing tool is sumer profile and thirst for innovation it’s no nothing new of course. The subtle interplay of future, according surprise that soft drinks is one of the most active. form, materials, colour and graphic design is Back in 2008, Pepsi was already putting QR how packaging speaks to our very sense of self, to Steve codes on some 400 million products, linking to without uttering a word. This led James Pilditch an internet site with games, ringtones and com - to coin the famous phrase ‘The Silent Salesman’, osborne. petitions, which in the words of then Marketing in his seminal book about packaging. Director Bruno Gruwez, “transformed the can into a gateway between the consumer and their Multi-media opportunities digital world”. But now digital technology is changing the game, A year later Coke Zero made the most of the souping-up our experience of the real world with an overlay of virtual infotainment. Turning packaging into a multi-media experi - ence is an almost inevitable outcome, but it’s worth asking how this might change its role in the branding process. When many of the techno - logical extensions to packaging are being created as entertaining promotions, dare I say gimmicks, does this affect packaging’s status as the core repository of the brand’s values and beliefs? For me the opportunities far outweigh the risks. The best campaigns out there have intu - itively understood that digital is just an exten - sion to packaging’s secret weapon: sensation transference. This describes an almost magical trick that packs perform every day without even trying. The attributes of the packaging (for example ele - gance, clarity, naturalness, slimness and so on) become transferred to the experience of the prod - uct, and the brand. First identified by Louis Cheskin in the 1940s, this is the principle behind the blind-versus- branded-taste test, which shows conclusively that we taste the brand just as much as the prod - uct. And packaging is part of both. Soft Drinks Internationa l – July 2012 FROM SILENT SALESMAN 33

Augmented reality Back in the digital present, packaging-based AR campaigns have the unique opportunity to con - nect consumers to brand values through the most concrete of all media – the product itself. This is several levels up from using the pack or brand iconography in the communication. This is the packaging being the communication. The added depth this provides was well demonstrated by Lucozade’s recent special edi - tion bottle designs. Not only created by well- known recording artists, they also gave access to a lot of exclusive content when triggered by a smartphone with the special AR app on board. For me this truly ‘augments’ the energy and buzz of the brand that the pack design already com - municates, so it’s a seamless extension of brand values, not just entertainment. Famous for sponsoring (and inventing) adren - aline-fuelled sports, Red Bull has used AR in a highly relevant way, asking drinkers to collect cans and line them up to create a racing track. Using an iPhone to photograph the front of the cans for calibration, the app generates a virtual version of the track, which can then be raced has cleverly used Augmented Reality to illustrate with a virtual car. The more cans, the more fun its defining story of ‘the water that whisky the track, so this is probably one of the clearest drinkers choose’. The AR enhanced print ad incentives to consume more product I have yet dives into this theme, playing an epic film about encountered. the ‘cold, mineral rich waters of the raging North Critical to the success of packaging-based AR Atlantic’ on your smartphone or tablet. is consideration of not just the brand’s values but This could literally be described as immersive, also the best moment for consumption (of the but better still the movie gets ‘bottled’ at the end, communication). This isn’t always alongside so it truly does augment the impression of what consumption of the product. is contained inside. Nor would I imagine is the point-of-sale: The Now if the real bottle could suddenly trigger Steve Osborne is Managing thought of a Friday evening in Asda, with dozens this story again from the shelf as I walk past, we Partner of Osborne Pike, a of smart shoppers hovering their smartphones might just be in business, and of course this kind branding agency which over smart packaging doesn’t feel much like an of interactivity is surely where we’re heading. specialises in telling brand ‘augmented’ reality, just a rather inconvenient one. The soft drinks sector was an early adopter of stories through packaging and But sit me down in a comfy chair with a glossy digital technology, and is ideally placed to lead other user interfaces. magazine and it’s another matter. Ardaich water the way to a refreshingly experiential future. n www.osbornepike.co.uk

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To schedule a meeting email: [email protected] or call +44 (0)1202 842222 34 MArKET AnALYSIS Soft Drinks Internationa l – July 2012 Adding value to bottled water as the average price per litre declines

hen looking at total soft drinks value and Wvolume trends, value growth has consis - tently lagged behind volume growth at a global level. 2011 was not an exception as total soft drinks value grew by 2.1% (in constant US$ at a fixed 2011 exchange rate) while volume grew by 3.9% vs. 2010. At a global Bottled water exhibits a similar pattern at a level, value global level. In 2011, value grew by 2.3% vs. 2010 and volume grew by 5.6%. This pattern of We will now look at bottled water in Latin growth is value growth lagging volume growth is caused America and North America to see the different by consumers paying a lower average price per path each region has taken in 2011 to add value lagging volume litre for bottled water in 2011 vs. 2010. to bottled water. This is not necessarily surprising because a big growth, driving force of bottled water’s expansion is the Latin America need for clean drinking water in developing mar - Bottled water acceleration in value over volume comments kets. The quality of drinking water in the cities is is driven by Argentina, Brazil and Mexico. New low due to poor infrastructure. People have marketing campaigns in Mexico, the largest bot - richard Haffner. migrated to the cities as jobs have become avail - tled water market in Latin America, are helped to able and with their increasing incomes they have add value to bottled water in 2011. purchased higher quality bottled water. Although consumers are paying a lower aver - Mexico expands bottled water age price per litre for bottled water in 2011 than usage occasions they did in 2010, there are two regions where Mexico had the most improvement in value and consumers are paying a higher average price: volume trends from 2010 to 2011. In 2010, value Latin America and North America. Still bottled grew more slowly than volume, +6.9% and water is responsible for consumers paying, on +9.8% respectively. In 2011, value accelerated average, a higher price per litre. While the aver - faster than volume, +16.7% and +8.6%. New age price consumers pay for still bottled is higher marketing campaigns for the two leading brands, in 2011 in each region, the underlying causes in Bonafont from Danone Group and Ciel from The this segment are different. Coca-Cola Company, were running during this time, potentially causing the break from the trend. Danone has been particularly effective at tar - geting new still bottled water areas via educa - tional advertising for pregnant mothers and children. For instance, Bonafont was promoted via various print media campaigns, with one advertisement having the central message ‘By taking care of yourself, you take care of him’ and featuring a pregnant woman embracing a Bonafont water jug. Another advertisement fea - tured the slogan ‘Mum, Dad, I prefer water,’ and showed happy children enjoying bottled water. The effectiveness of this campaign is demon - strated by Bonafont increasing price by 11.2% in 2011 (vs. category average of 7.7%) and gaining 0.1 percentage points in volume share. One of the most relevant advertising cam - paigns in 2011 was that employed by the Ciel still bottled water brand from Coca-Cola. The brand featured Ana Claudia Talancón, a popular young Mexican actress who stars in a soap opera called ‘Soy tu Fan’ (I’m your fan) which narrates Soft Drinks Internationa l – July 2012 PACKAGED WATER 35 the story of a young, urban and middle-class group of women and men. The show has been very successful and Ciel is promoted not only during commercial breaks but also within numerous scenes. The central message of the campaign for Ciel includes the description of the potential benefits of frequent consumption of still bottled water and the recyclable features of the brand’s packaging. Ciel also increased its average price in 2011 by 12.7%, vs. the category average of 7.7%, and gained one percentage point in volume share.

Brazil downsizes packaging Brazil also added to the value of bottled water in 2011, but the dynamics are different than Mexico’s. In Mexico, inflation is rather tame while Brazil is a high inflation environment. Also, while Mexico is dominated by brands from multi-national companies, Brazil has primarily local manufacturers. Bottled water is mainly characterised by regionalised operations, which as a general rule focus on local distribution, because still bottled water is a low-value product for which national distribution is impractical. So instead of marketing campaigns expanding usage, the local manufacturers focused on a very tactical approach: They downsized their package to sell at a lower price per package in a high nel where the average price per litre is inflation environment but a higher real average unchanged in 2011 vs. 2010 on a constant cur - price per litre. The smaller pack sizes were both rency basis. In the future, in the home delivery market and in the grocery The reason for this appears to be that on-trade most volume channel. operators are looking to bottled water to help their profitability in 2011. The majority of bot - growth in bottled North America – US foodservice operators tled water sales on-trade occurs in full service turn to bottled water for profit restaurants, as evidenced by its premium price water will come In 2010 value was declining by -3.2% vs. 2009. relative to carbonates (US$2.01 in 2011 in US), In 2011, the value trend for bottled water in where the majority of sales are in fast food. from developing North America improved significantly to no In 2011 the trend in value per transaction at change from 2010. The volume trend in 2011 full service restaurants declined by -2.3% from markets, so past was virtually unchanged from 2010 (-0.2% in 2010. This was a more negative trend from the 2011 vs. -0.4% in 2010). previous year when value per transaction dynamics are The improving value trend is caused almost declined by -1.4%. So it appears that full service likely to continue. entirely by on-trade sales of still bottled water in restaurant operators looked at a little noticed the US. In 2011 in the US the average price per part of the menu, still bottled water, to help off- However, there is litre sold in the on-trade channel increased by set a revenue decline in a difficult competitive 3.4% to US$2.88 (vs. a -1.2% decline the previ - environment. some ous year). This contrasts with the off-trade chan - What the future holds opportunity to In the future, most volume growth in bottled water will come from developing markets, so add value to past dynamics are likely to continue. However, bottled water. there is some opportunity to add value to bottled water. As the category increases its penetration in the developing world, Mexico shows that manufac - turers can expand usage occasions for the prod - uct. Added value comes from making products that are conveniently available to meet the expanded demand. In Brazil manufacturers were able to add value by making the purchase price of the package more affordable even though the average price per litre increased. In developed markets, developments in 2011 may be more difficult to generalise due to differ - ent global cultures. What works in North Richard Haffner is Head of America may be a bit difficult to extend to Global Beverages Research at Western Europe. While restaurants were able to Euromonitor International. benefit bottled water value in North America and richard.haffner@ may be able to do so again in 2012, this strategy euromonitor.com is probably not extendable to Western Europe. n www.euromonitor.com 36 BEVErAGE FoCuS Soft Drinks Internationa l – July 2012 British water companies are thriving as market continues to grow

erhaps fittingly in this year of British celebra - Ptions brought about by the Queen’s Jubilee and the London Olympics, Britain is not only producing more packaged water but also enjoy - ing more consumption of this healthy form of hydration. Despite the claims of other sectors, there’s no beating the health, calorie-free hydra - Bottled water tion delivered by water – whether that’s from a holds a bottle, water cooler or tap. And in this special year British waters are benefiting from strong significant interest in ‘buying British’ from consumers. Now valued at over £1.5 billion, according to share of the research experts, Zenith International, the mar - ket has grown to 2.1 billion litres, of which 1,692 soft drinks million litres are sourced in the UK (up from for optimum health, a campaign which my team 1627 million litres in 2010) and 1,628 million and I began pioneering over a decade ago. industry in litres of that are also consumed here (up from UK bottled water consumption per capita is 1567 million litres). now 34 litres p.a., up from a mere 26.9 litres in the uK, Between 1993 and 2011, the UK bottled water 2001, says Zenith International. Reflecting the according to market (including water coolers), has grown fact that bottled water is now seen as a staple not from just 580 million litres to almost 2.1 billion a luxury, in 2010 for the first time the UK Jo Jacobius. litres. Government’s Office of National Statistics Bottled water holds a significant share of the included bottled water as an item in the standard soft drinks industry in the UK. As a nation we shopping basket. now drink more bottled water than fruit UK bottled water is not just appreciated here. juices/nectars, wine or spirits. The long term Exports of UK waters amounted to 64 million growth in bottled water consumption is testa - litres in 2011, a slight increase year on year. ment, perhaps, to the now ubiquitous acceptance of the advice to drink eight glasses of water a day Water coolers But it's not just small packs that hydrate the nation as water coolers also play an important role, bridging what was once a gulf between bot - tled waters and mains water. The main industry association, the British Water Cooler Association (BWCA), which represents those companies that offer both POU (point of use, plumbed in units) and large bottle coolers (BWCs), says that mar - ket volumes for water coolers are holding steady in a £160 million sector. However, according to researchers, Hullbrook Ltd, historically there has been a bias in favour of POU coolers as against bottled water coolers although this migration to POU coolers is pre - dicted to slow over the coming years. A key potential area for growth in the cooler sector is the SME market, say industry experts. Phillipa Atkinson-Clow, General Manager of BWCA, says that: “For companies and organisa - Right: Phillipa Atkinson-Clow, tions selecting water as a means of hydrating General Manager of the British staff, customers or other users, service and sani - Water Cooler Association. tisation are key decision factors along with value www.bwca.org.uk for money and health & safety considerations”. Soft Drinks Internationa l – July 2012 PACKAGED WATER 37

Packaged water In the small pack market, sales of still water con - tinue to out-strip sparkling water. From around 30% of total bottled water volume in 1998, sparkling water's share has since more than halved, with still water now accounting for about 86% of overall sales. Natural mineral water is still the top seller accounting for just under two-thirds (62%) of the UK market. Spring water makes up the bulk of the remaining volume (30%) with ‘table’ waters – or what the legislation calls simply ‘other’ waters – having a negligible 8% of the market, of which 2% is purified water. Tea and beer still outstrip bottled water but the gap is closing. In the UK we drink five times as much tea as bottled water and almost three times as much beer as bottled water. Those companies that are covering all aspects of water sales opportunities are thriving even in difficult financial conditions. One example is BBWP and BWCA member, Princes Gate, which is seeing year-on-year increases in sales of +25%. The business is aggressively expanding through acquisition, having recently increased its size by 50 per cent following its acquisition of Park Water Company – a move that will create the biggest company of its kind in Wales. Retail sales are also key for small pack compa - nies whilst on-trade sales seem less buoyant. Scarlets Rugby clubs. Premium brand, Ty Nant, “Staying in is the new going out,” says Nicola also a BBWP member, offered a typically stylish Merriman Princes Gate’s Commercial Manager. nod to the Olympics with product placement on She reports that the brand is enjoying growth the hit TV show Twenty Twelve , which offers a Sustainability and being approached by customers as the name satirical look at the fictitious Olympics is becoming more widely recognised by new Deliverance Agency featuring Ty Nant’s distinc - remains a key retail customers as well as launching into Tesco tive bottles in every episode. Ty Nant PET Pink and introducing multipacks. Key trends are the 500ml is also forming part of a limited edition area of interest influence of global discounters and charity ‘Olympic Survival Kit’ designed by Oliver propositions remains a growth area. Spencer and Seil Marschall, which will be as well as Another top Welsh water, Brecon Carreg, launched with Selfridges. reports that total sales so far this year “are regis - Welsh Water Brecon Carreg say that impulse concern for the tering a strong double digit year-on-year sales are doing very well year-on-year and antic - growth”. Regional events such as St David’s Day ipate that small formats and sports cap lines will bottled water see Brecon Carreg much in demand. But the do exceptionally well in the run-up to and industry. company is building greater momentum beyond around the Olympics and Paralympics. The the Welsh border and English sales now account brand supports a host of charities and local for over 50% of the total. sports events, has a long-standing relationship with Welsh Athletics and Cardiff City Football Sustainability Club and is the official water supplier of the Sustainability remains a key area of interest as Cardiff Half Marathon. well as concern for the bottled water industry. Some brands are managing to explore new Many companies have turned to bottle blowing markets too. Despite the backlash in some quar - on site to reduce haulage impacts as well as costs ters, the local authority sector is bearing fruit for whilst some improve transport impacts with Brecon Carreg which was appointed Preferred back-hauling agreements. Ty Nant has continued Supplier by the Wales Purchasing Consortium, its impressive woodland management project which acts for 15 local councils in Wales, for a with the planting of an orchard to help indige - three year contract. nous wildlife, especially insects, in its 200 acre protected site whilst nearby at Brecon Carreg, the Buy British team continues to work hard on a light-weighting Nicola Merriman observes: “What we [at Prince’s Jo Jacobius is Director of British programme as part of a broad ‘green’ approach. Gate] are increasingly finding is the customer Bottled Water Producers and a drive to support local brands has helped enor - Consultant to the British Water Sport and health mously. The end consumer is also becoming Cooler Association. She is Will Olympic fever and the emphasis on sports savvy to local sourcing; they are also demanding grateful to Zenith International create new opportunities for bottled water? value for money – but not at the cost of strong, for kindly providing all data Those companies who are grasping the challenge ethical brand values”. Brecon Carreg’s Eva Toth relating to small pack waters seem to be benefiting but often it is others’ sports agrees, “Consumers really do seem to understand and to the BWCA and that are helping sales. Princes Gate is running a how important it is to buy trusted, high quality Hullbrook Associates for the rugby-related, collection scheme on-pack promo - products from small (but beautiful) local produc - data relating to water coolers. tion exclusive to Tesco alongside its sponsorship ers, with the added benefit of low food miles,” www.britishbottledwater.org of the Welsh Rugby Union and Ospreys & she says. n www.bwca.org.uk 38 DEVELoPMEnTS Soft Drinks Internationa l – July 2012

to fit 220ml and 70ml portions precisely. The development enables beverage producers to change the tube diameter and/or the jaw Packaging length of the Tetra Pak A1 filling machine, thus allowing cartons to be filled precisely instead of underfilling. An OptiSize-equipped Tetra Pak A1 filling More sizes and machine can produce up to 13,000 220ml packages per hour ; 8.5% more packages per brand impact hour than the same machine producing underfilled 250ml cartons. TETRA Pak reports that new volume Eco Flexo printing technology enables options and advanced photographic printing printing photographic images onto uncoated techniques are now available on its Tetra Fino paperboard packaging. The use of different Aseptic packaging range. The company's new paper, inks, screen ruling, anilox and dot gain OptiSize volume concept allows customers interactions reduces mottling effects and to produce cartons tailored precisely to maximises print quality. 70ml and 220ml portions, thus reducing “Eco Flexo is already having an impact,” packaging materials waste, whilst the Eco said Mr Liu Jun, Deputy General Manager of Flexo printing process brings photographic Chinese launch customer Xi’an YinQiao. “It printing to Tetra Fino Aseptic packages for has improved both the image of our brand the first time. and the design of the package. Consumers “Tetra Fino Aspetic is well known as a are more aware of our products and we simple and cost effective package that have increased sales by more than 10% since enables producers to deliver safe, nutritious OptiSize allows brands to produce 70ml and the introduction of photographic printing.” beverages to consumers looking for value as 220ml portions. The technology is currently being rolled well as quality,” said Tetra Pak’s Hemant out across Tetra Pak’s converting factories in Krashak, Product Director. “With OptiSize impact on store shelves.” China (Beijing and Hohhot), Pakistan and Eco Flexo, producers can drive even With OptiSize, customers who previously (Lahore) and Russia (Moscow). It is planned greater efficiency and value while providing underfilled 250ml and 100ml Tetra Fino for early 2013 in India (Pune) with Brazil stand out branding which will have an Aseptic packages can now select carton sizes (Monte Mor) to follow.

is, maintains the company, the ideal solution water and creates no effluent, saving 250 Aseptic filling for markets that require high output and for cubic metres of water and 200 litres of countries where water resources are scarce. chemicals used daily on a traditional aseptic refined The system is suitable for aseptic bottling bottling line. Dry preforms decontamination of any kind of beverages whether low or also cuts annual operating costs by 30% SIDEL has further developed its aseptic high acid: fruit juices, teas, isotonic beverages, compared to traditional dry bottle deconta - Combi Predis FMa technology to meet the carbonated soft drinks without preservatives, mination. It enables sterilisation of all types of growing demand for aseptic filling. The new liquid dairy products and UHT milk. preforms and caps and is available in different high-speed version is capable of handling up The Combi Predis FMa technology configurations. Since bottles are blown from to 48,000 bottles per hour for sizes up to replaces bottle rinsing by dry preforms decontaminated preforms, the empty bottle 700 ml, used mainly for on-the-go consump - decontamination using hydrogen peroxide. does not endure any thermal stress and can tion. The new High Speed Combi Predis FMa Predis dry solution does not require any be given any shape and design.

The Combi Predis technology combines bottle blow moulding, filling and capping in a single system. Soft Drinks Internationa l – July 2012 PACKAGING 39 Promotional Legislative guide opportunity updated

WITH the new Flix technology from Crown EUROPEN has published a revised edition Bevcan Europe & Middle East, beverage of its guide to European legislation affecting brands can increase consumer interaction. packaging and packaged goods. The guide Ideal for premium promotions, including takes account of relevant EU policy develop - instant win campaigns, the unique triangular ments and voluntary initiatives, as well as plastic disks clip underneath the base of bev - changes introduced at national level since erage cans. Releasing Flix is easy: consumers the previous edition was published in 2007. simply use a coin, or another disk, to send it The key European legislation in this area is spinning from the can base. the Packaging and Packaging Waste Directive The lager brand Tennent’s is the first bev - 94/62/EC. The business of every company erage brand to apply the promotion tool Flix is suitable for promotional campaigns with operating in Europe is affected by this legis - with its 'golden ticket' competition in valuable or collectable giveaways. lation and by the adaptation of its require - Northern Ireland. The brand will incorporate ments into national law in each EU Member Flix disks in the base of selected cans of a creative development project, exploring State. Its twin objectives were to provide a lager, with winners receiving access for ways to make beverage cans more interac - high level of environmental protection and themselves and a friend to Tennent’s Vital, a tive. The promotional opportunities the disks avoid obstacles to trade and competitive music festival being held in Northern Ireland present are numerous, as they can be restrictions or distortions in the European in August 2012. The winning disks will be printed with brand logos, product informa - market. also be used as a special entrance ticket, to tion or other graphics. Multiple designs can The guide contains an analysis and inter - be worn on a lanyard during the festival. also be printed in a single run, offering pretation of the overarching legal setting in Developed by Crown’s Innovation Team, brands the opportunity to create a collecta - which the industry Flix, which is patent pending, was a result of ble set of disks. operates, and an explanation of the CEN harmonised standards. As legis - PET growth lation regarding packaging is also ITALIAN company P.E.T. Engineering reports constantly evolving that, based on the results so far for 2012, the in the 27 Member company has grown an estimated 30%. In States, the guide 2011 the company recorded a turnover of also lays out coun - €6.8million at its year end. Situated in San try-by-country the Vendemiano, P.E.T. Engineering was founded in relevant legislation. 1999 by Moreno Barel. The company provides a single source for all the PET packaging needs of many beverage brands including Pepsi, Nestlé Waters, Lete, Vera, Uliveto, Granarolo, To advertise: Parmalat, Levissima, Baltika, SanPellegrino, advertising@ Norda, Efes, Inbev, Carlsberg and Ferrero. softdrinksinternational.com Barel said: “In less than ten years we have Lightweight LaLitro Levissima. become the market leader in the design andindustrialisation of PET containers, gaining the trust of the major international brands. All this thanks to our distinctive approach, In brief… which matches design, innovation and a 'made in Italy' label. For many years P.E.T. l Cermex, producer of secondary packaging closures with an integrated DoubleSeal-sys - Engineering has maintained a pre-eminent machinery and a subsidiary of the Tetra Laval tem provide significant higher seal and market position on a national and interna - group, is acquiring Newtec Case Palletizing release angle. Only after a 160° turn of the tional level because it has all the require - from the Newtec Group. The acquisition closure will the package lose integrity ments a brand may ask for: the design of represents a continuation of Cermex’s whereas a package closed with a two-pieces new models, including new design concepts, growth strategy, by consolidating and closure will lose its integrity already after which are both ergonomic and functional, strengthening its three-dimensional expertise very few degrees of opening angle. prototyping services, laboratory tests and in case packing, shrink-wrapping and palletis - the industrialisation of containers, followed ing. Cermex will acquire Newtec Case Pal - l NatureWorks reports that packaging up to their operational start-up.” letizing’s plant in Saint-Laurent-sur-Sèvre in made from Ingeo biopolymer and sold in The company is currently involved in the France, and its related layer-by-layer and Germany by Danone is the first to achieve study of environmentally friendly packaging robotic-unit load palletising activity. certification from both the International Sus - solutions that limit the impact that each con - tainability & Carbon Certification Association tainer has on the ecosystem, from its pro - l Bericap's DoubleSeal 38mm cap technol - and the Institute for Agriculture and Trade duction until disposal. An example of this is ogy is now commercially available in North Policy, a US based non-governmental organi - the award-winning LaLitro Levissima bottle American. The design is considered unique sation. Ingeo fibres and plastics are made that weighs only 21g and is produced with for hot fill applications since it will support, from plants, not oil, and these world-class, the 25% of recycled PET. The bottle was rather than distort, the finish when com - complementary certifications help demon - produced with recycled resins just three pared to traditional two-piece closures that strate and verify the sustainability of Ingeo months after the approval of the legislation cannot hold the finish when softened by hot feedstock production based on sustainable on the use of recycled PET. filled product. The company claims one piece agricultural practices. 40 GREEN ISSUES Soft Drinks Internationa l – July 2012

ContourGlobal has invested approximately €18million in the project. Water support The President of Ukraine, Victor Environment Yanukovych, who officially inaugurated the for Texas new energy saving facility, stressed the importance of this initiative for the environ - DR Pepper Snapple Group (DPS) and The ment and the community, and called on Nature Conservancy are teaming up on Increased Ukrainian business to switch to eco-friendly several environmental stewardship projects technologies. “…we urgently need to imple - designed to protect vital water resources in energy efficiency ment modern technologies to decrease Texas. CO2 emissions and utilise energy resources DPS has pledged US$1million over the in ukraine more efficiently,” he said. next four years to support ongoing With electrical capacity of 6MW, the CHP restoration and conservation activities in COCA-Cola Hellenic has inaugurated plant supplies efficient clean electricity, heat, the watersheds of the Trinity and Brazos advanced energy-efficient power generating chilled water and CO2 for the soft drink Rivers, the Texas Gulf Coast and the capacity at its plant in Ukraine that will production process. It is the only 'quad gen - Edwards Aquifer, which serve the state’s reduce CO2 emissions by more than 40% eration' plant in Ukraine. three largest metropolitan areas: Dallas/Fort and will increase energy efficiency by more Working in partnership, Coca-Cola Hel - Worth, Houston and San Antonio. than 32% versus traditional power genera - lenic and ContourGlobal have pledged to Tina S. Barry, DPS Executive Vice-Presi - tion. build a total of 20 CHP facilities in different dent of Corporate Affairs, said: “The avail - The Combined Heat and Power (CHP) countries by 2015. This marks the biggest ability of abundant, clean, fresh water is an plant, which is located at the company's bot - CHP programme in the beverages industry increasingly important issue in Texas and tling facility in Kyiv region, was introduced in and is expected to reduce global carbon beyond. Addressing this issue and all its partnership with ContourGlobal, an interna - emissions by 250,000 tonnes each year on complexities requires action from both the tional provider of efficient energy solutions. completion. public and private sectors. Supporting The Nature Conservancy’s water conservation efforts here in Texas will benefit our con - “The project will not only focus on con - sumers, neighbours and nearly 4,000 Water venture necting households to the water network, employees in the state, as well as our busi - but will strive to engage in a multi-faceted ness operations.” in Egypt and continuous process to build local capa - DPS’s headquarters, three of its 21 man - bilities, to raise hygiene and environmental ufacturing plants and several warehouses UNICEF and the Coca-Cola Africa Founda - awareness, thereby contributing to improved and distribution centres are located near tion have launched a partnership to provide community health and a better quality of life the conservation projects that the com - safe water connection to about 1000 house - for the inhabitants of Assuit,” said Omar pany’s funding will support. holds in Egypt’s Assuit Governorate. This will Mandour, Coca-Cola’s General Manager for build on the revolving fund mechanism devel - Egypt, Libya and Yemen. oped by UNICEF and the Holding Company Called ‘Raising Healthy Children with Safe for Water and Wastewater, providing interest- Households Water Supply’, the Assuit ven - Support for free loans to meet the installation costs of ture will run for at least one year. Assuit is piped water connections. one of the most deprived regions of Egypt. Love nZ

TETRA Pak has stepped up its recycling of soft drinks a year, and that a large pro - work in New Zealand, helping the govern - research portion of the associated packaging ends ment-backed Love NZ expand its public up in landfill. At the same time, there is place recycling system. The Love NZ initia - underway in uK additional waste generated in the produc - tive involves not only strategic placement of tion and supply of soft drinks. bins but also community education. The DEFRA, the soft drinks industry, and WRAP The industry is affected by water scarcity expansion is also backed by Huhtamaki, (Waste & Resources Action Programme) which affects the supply of fruit and rising Coca-Cola, BP, Visy Recycling and Transpa - have joined forces to help the UK soft prices for key ingredients like sugar and cific Industries Group (NZ). drinks sector increase efforts to reduce PET. “This initiative rein - cost and environmental impact. In partner - Richard Laming, the British Soft Drinks forces Tetra Pak’s strong ship with leading sustainability consultancy Association (BSDA) Media Director said: commitment to sustain - Best Foot Forward work has just started “The soft drinks industry is determined to ability and deep rela - on an ambitious research programme reduce its environmental impact and we tionship with leading which will examine all parts of the industry want to work with the best experts avail - community organisa - and suppliers, to identify hotspots where able in order to do so. The results of this tions,” said Cheryl action is most needed. research will help every soft drinks com - Speechley, Environment Defra has identified the soft drinks sector pany, whether a member of BSDA or not, Manager for Tetra Pak as a key industry partner in this project. to shrink its environmental footprint.” Oceania. “We are committed to continue Greater resource efficiency could save Best Foot Forward will research soft working together to expand the collection money and reduce reliance on natural drinks production and consumption, looking to additional regions.” resources – something that the sector at carbon emissions, resource efficiency and already recognises. The UK industry is suc - socio-economic issues. The consultancy will cessful and competitive, growing rapidly, research the entire soft drinks supply chain, with a market value over £14billion and from raw material production to end of Send your news to: annual production now exceeding 14 billion life. Defra will then work with the industry, litres per year. with both the partners taking recommen - news@ Yet WRAP research shows that house - dations on board and developing a ‘sustain - softdrinksinternational.com holds are wasting around half-a-billion litres ability roadmap’ for the future. Soft Drinks Internationa l – July 2012 GREEN ISSUES 41 ‘recycling war’

SCHOOLS in Shah Alam, Malaysia, have got so enthusiastically into this year’s recycling competition that it has been referred to locally as the ‘recycling war’. Families and local businesses have become involved even more than previous years. “Recycling bins are placed around the school, especially in the canteen, to facilitate the development of a recycling habit amongst students,” said Puan Siti Norzini Hana Bt Muhammed Nor, a teacher at one of the schools, outlining the heightened competitiveness and community participa - tion. “Even the parents have been very sup - portive by donating their recyclables, which encourages us to go that extra mile.” The Kempen Kitar Semula project, spon - sored and organised jointly by F&N Bever - ages and the Majlis Bandaraya Shah Alam, is in its sixth year. This year the competition has also been extended to 24 residents’ representative councils in the district. Youngsters taking part in the F&N Shah Alam recycling project.

The minister explained that the plan, Quebec to which will also feature ongoing improve - Carton ments in the treatment and composting of double deposit organic waste, will include a public aware - recycling ‘first’ ness campaign about disposable packaging. A NEW five year plan to deal with Que - A certification programme for manufac - A NEW carton recycling facility, the first of its bec’s recyclable waste will see deposits on turers to label prod - kind in South Africa, is now fully operational. soft drink and other beverage containers ucts made with As reported when it was initially rise to 10 cents later this year from the recyclable materials announced, the pioneering project is a joint current 5 cents. It is the first increase in 30 will be extensively venture by Tetra Pak and Gayatri Paper Mills. years. promoted. AEBGQ, The model is based on established carton “Our goal is to ensure we maintain the the Quebec soft recycling businesses in Brazil and seeks to best environmental performance possible,” drinks industry asso - include local businesses, government agencies said Pierre Arcand, the Canadian province’s ciation, called for and entrepreneurs. The partnership is looking Minister for the Environment, Sustainable greater consultation for rapid annual expansion in the volume of Development and Parks. “By updating the before additional recycled material which will be sold back into deposit system, we will improve the recov - costs were imposed local industry. It creates wealth from waste ery rate of containers.” Pierre Arcand. on consumers. and sustainable local revenues.

In the October issue ... Sustainability and the environment

To participate please contact in this upcoming feature ...

email: [email protected] or call +44 (0)1202 842222 www.softdrinksinternational.com 42 PEOPLE Soft Drinks Internationa l – July 2012

effect from 1st July 2012. Chicago-based beverage company Phu - sion Projects has appointed Kristina Kier - Human Resources nan Director of Brand Marketing responsible for overseeing the traditional and non-traditional marketing strategy for all of the company’s brands including Four APPOINTMENTS Loko, Poco Loko, Island Squeeze, Moskato Life and Earthquake. PepsiCo has announced that Mauro Porcini Global aluminium producer Alcoa has will join the company in the newly created announced that Christian Jepsen will join role of Chief Design Officer responsible Alcoa as Vice-President, Corporate Devel - for infusing design thinking into PepsiCo's opment this summer. He will be responsible organisation and culture by globally manag - for developing and implementing Alcoa's ing design with a strong focus on its top 12 portfolio growth strategies, including global brands. These include Pepsi, merger and acquisition, and divestiture Gatorade, Tropicana, Lipton, Sierra Mist/7- activities. Jepsen will also serve on the Up, Mountain Dew, and Mirinda. PepsiCo Alcoa Executive Council. also reports that Larry Thompson has Caroline Walker , Director of Campden rejoined the company as Executive Vice- BRI’s Brewing Division and its Nutfield site, President, Government Affairs, General has been appointed Honorary Professor in Counsel and Corporate Secretary, effective the School of Life Sciences at Heriot-Watt 30th July. University in Edinburgh. Coca-Cola Enterprises has announced the company’s Board of Directors has Clockwise from top elected Andrea Saia as Director, effective left: immediately. Andrea Saia, Cyrus P Ideal employer Dietmar Eiden is the new Head of Divi - Mistry, Dietmar sion in Trade Fair Management at Koeln - Eiden, Harish Bhat, FINLAND's Hartwall has been selected as messe. He is responsible for the company's Heinz-Jürgen Kroner . one of the country's most ideal employers food and food-technology industry events of 2012 among business students. This was including Anuga and Anuga FoodTec. the result of a student study conducted by Pentair Südmo has announced that Universum, which received responses from Heinz-Jürgen Kroner has been appointed over 6,700 students at universities and uni - Managing Director responsible for the fur - has been inducted to the Board of Tata versities of applied sci - ther development and strategic positioning Global Beverages Limited as a Director; ence in Finland. On the of Südmo Components GmbH and Südmo Darius Pandole has joined the Board of list, which ranked a total Projects GmbH. Tata Global Beverages Limited as an Inde - of 100 employers, Hart - Tata Global Beverages has announced a pendent Director; and Harish Bhat has wall was in 23rd place, 7 number of executive appointments: Cyrus been appointed CEO and Managing Direc - places higher than last P Mistry , Deputy Chairman of Tata Sons, tor of Tata Global Beverages Limited with year.

Further East, in Beijing, Sidel opened its Investing in new technical training centre for applica - tions such as sensitive products, water and training carbonated soft drinks. The 900 sq m facil - ity includes blow moulding machines, a lab - WITH the aim of helping customers to get oratory with simulation benches for the the most out of their equipment, Sidel has configuration of standard and aseptic fillers, invested in a new competence audit pro - and a Combi automation desk for the gramme, two new technical training centres reproduction of machine synchronisation and further global training solutions. requirements. There is also a fully equipped The company has developed its new laboratory and three classrooms. Since the 'competence audit' programme to meet centre opened a year ago, over 150 the demand for targeted training on bot - trainees from 39 different customers have tling lines. The audit looks at operators and Sidel now operates seven training centres been welcomed. maintenance staff from both a theoretical worldwide, training over 5,000 people each With the launch of its new interactive and a practical point of view. Based on a year. training catalogues, Sidel offers customers a profile for each employee, Sidel specialists user-friendly access to its training pro - evaluate them on the job. Each client and aseptic sub-assemblies for hands-on gramme. Participants can plan and schedule receives a comprehensive report with the operations. The new space is equipped with their training sessions according to their detailed results for each employee as well two automation training stations, one room individual requirements. The company also as a recommendation for a custom- for training on aseptic fillers and one for dif - runs seminars for a mixed audience made designed training plan. The training sessions ferent types of filling technologies and valves. up of employees from different companies. are held either on site, or at one of Sidel’s training centres. Sidel has inaugurated a new training lab at its site in Parma, Italy. An extra 150 sq ms were added to the existing training centre Send your news to: [email protected] to house the latest generation of standard Soft Drinks Internationa l – July 2012 EVENTS 43 Events Diary

JULY 13th GERMANY 25th – 27th ITALY 15th – 17th SOUTH AFRICA 5th SensoTech Workshop NUCE International Drink TECH Africa University of Halle-Wittenberg + FOOD-ING International Gallagher Convention Centre Magdeburg-Barleben Milan Exhibition Centre Johannesburg Germany Milan South Africa www.sensotech.com Italy www.exhibitionsafrica.com www.nuce.pro 18th – 20th BRAZIL AUGUST Fi South America 25th – 28th UK 13th – 14th AUSTRALIA Center Norte PPMA Show Ausdrinks Sao Paulo National Exhibition Centre Sebel Albert Park Brazil Birmingham Melbourne www.fi-events.com UK Australia www.ppmashow.co.uk www.australianbeverages.org 19th – 22nd CHINA China Brew and China Beverage OCTOBER SEPTEMBER China International Exhibition Center 16th – 18th USA 2nd – 4th UK Beijing InterBev Speciality & Fine Food Fair China Sands Expo Center Olympia Exhibition Centre www.china-beverage.com Las Vegas London USA UK 24th – 25th BELGIUM www.interbev.com www.specialiatyandfinefoodfairs.co.uk ISBT European Regional Meeting Brussels 17th SWEDEN 5th – 7th HONG KONG Belgium Top Packaging Summit Vitafoods Asia www.bevtech.org Scandic Star Hotel Asia-World Expo Malmo Hong Kong 25th UK Sweden China BSDA Industry Lunch www.toppackagingsummit.com www.vitafoodsasia.com The Mandarin Oriental London 21st – 25th FRANCE 11th – 13th UK UK SIAL Innovations in beverages www.britishsoftdrinks.com Paris Nord Villepinte ICO Conference Centre Paris London France UK www.softdrinksinternational.com/events www.sial.fr www.fi-beverages.com 21st – 25th FRANCE IPA Paris Nord Villepinte Paris France www.ipa-web.com

28th – 31st USA Pack Expo McCormick Place Chicago USA www.packexpo.com

NOVEMBER 6th – 8th INDIA drink technology India Bombay Exhibition Centre Mumbai India www.drinktechnology-india.com

12th – 16th USA IBWA Annual Business Conference Hyatt Regency Hotel New Orleans USA www.bottledwater.org 44 FROM THE PAST Soft Drinks Internationa l – July 2012

Belfast, and was a false trade description Where had they got the idea for this 100 Years Ago if, as was believed to be the case, the gin - achievement? The police superintendent ger ale was made by the defendants at their told the magistrates that, as far as he could From the Mineral Water factories in England. understand, cinematograph shows were at Two witnesses were then called, and the back of the thefts. Two of the boys were Trade Journal of some correspondence read; and Mr ordered to receive four strokes of the birch June 1912 Bodkin, in his cross-examination, suggest - each, and the others three strokes each. ed the defendants and their predecessors Some of the bottles belonged to Mr had made and sold 'R. White's Belfast William Belton, of Goole, and others to the ‘Belfast Ginger Ale' Ginger Ale' in very large quantities for the executors of Mr G. Short of Goole. On the 9th July instant, at the Thames past 30 years. police-court, Messrs R. White & Sons The case was sent for trial without call - Mr D. G. Binnington of Hull Limited, mineral water manufacturers of ing further witnesses at the police-court, Mr D. G. Binnington, of the Kingston Camberwell, were summoned for causing upon the understanding the prosecution machine works, Neptune Street, Regent a false trade description, namely, 'Belfast should furnish the defence with a state - Street, Hull, advertised, in a recent num - Ginger Ale', to be applied to a bottle of gin - ment of the evidence their further witness - ber of the Journal , a sale by auction of a ger ale, and for selling a bottle of ginger ale es would give. We understand the trial quantity of second-hand mineral water to which that false trade description was may take place before a jury in the King's machinery. This fact has given rise in cer - applied. Bench division of the High Court. tain sections of the trade to the mistaken Mr Travers Humphreys appeared for the impression that Mr Binnington is renounc - prosecution and Mr Bodkin for the The audacity of Goole boy thieves ing his business. We have said this is a defence. Eight Goole schoolboys, who were charged mistaken impression. As a fact, Mr At the outset, the defendants elected to with stealing 29 bottles of mineral water, Binnington's sole purpose was to clear out go for trial. associated an impudent audacity with all the second-hand machinery from his In opening the case, Mr Travers their theft. They first drank the contents, depot in order to extend the room at his Humphreys said the label on the bottle of and then returned the bottles, actually disposal for the manufacture of his own ginger ale produced described the con - receiving a half penny each for them. specialities. We hope Mr Binnington's tents as 'Belfast Ginger Ale,' which, he sub - enterprise will meet with an adequate mitted, indicated the goods were made in recognition. Sourced by Stewart Farr

must experience similar dif - 50 Years Ago ficulty, he conceived the Flex-straw principle. It took From the Soft Drinks many years, however, to Trade Journal of develop machinery to manu - facture Flex-straws commer - June 1962 cially. It is now well established in the US, being sold in bulk to hospitals and Extension granted is now being produced in The Food and Drug Administration of the this country by Hygienic United States has extended for one year Drinking Straws Co Ltd. the exemption of non-alcoholic carbonat - ed beverages from the requirement that New flavour enhancer ingredients must be labelled. This exten - A new compound which sion was granted at the request of the will enhance the flavour of a American Bottlers of Carbonated wide variety of food prod - Beverages, to permit further study of pro - ucts has recently been intro - posals for a single standard of identifica - duced by the Chemicals tion for all products of the industry. Division of Pfizer Ltd of The FDA concluded that since full con - Sandwich, Kent. sideration for a standard of identity would Sold under the trade mark require additional data, no standard could Veltol, the compound is a be issued prior to 16th June, 1962 and the fine white powder which compliance date was extended to 15th increases the flavour of June, 1963. foods, enhances their aroma Industry committees which have been and suppresses any harsh working through ABCB will continue to flavours. It is suitable for use confer with Food and Drug with a wide range of Administration officials for the purpose of to make it suitable for use with hot soups, flavours, but is particularly effective in working out, as soon as possible, a mutu - beverages and so on, and having a flexible chocolate products, ice cream, soft drinks, ally satisfactory solution to the problem. corrugated section about one inch long, sugar and flour confectionery, and three-quarters of the way up. This enables processed fruits, vegetables and soups. It Flex-straws the drinker to drink comfortably – and has no flavour of its own at the concentra - A product originally designed for use in safely – in almost any position. tions at which it is used. hospitals is now on sale in the UK in a Its American inventor conceived the The compound is found naturally in perkily-illustrated window-carton sugges - idea when his young daughter was lying several plants, but until recently lack of a tive of the atmosphere of a children's ill with throat trouble, and having great sufficiently dependable source of supply party. It is a patented drinking straw, treat - difficulty in drinking with the convention - has prevented its general use in the food ed with a high-temperature-resisting wax al rigid straw. Knowing other patients industry. n Soft Drinks Internationa l – July 2012 45

A focus on equipment and services INFORMATION AS SUPPLIED BY THE MANUFACTURERS OF THE PRODUCTS AND SERVICES FEATURED

In-line CO 2 AuCoMet-i Laboratory CO 2-meter

Pentair Haffmans’ In-line CO 2 Meter AuCoMet-i enables a fast and accurate LAB.CO determination of the CO content in 2 For invasion-free high precision carbonated beverages and beer based on determination of dissolved CO content Henry’s Law. It can be built into the 2 in bottled beverages. production line at any location where Laser technology in combination the determination of dissolved CO is 2 with state-of-the-art electronics and required, typically after filtration, mathematics lead to a revolutionary carbonation and/or blending and before new method for CO content filling. 2 determination in bottled carbonated The AuCoMet-i has a separate water, lemonade, beer, cider, sparkling control unit that can be field or panel wine and champagne. mounted. This offers the operator No piercing of package is required, maximum flexibility to position the therefore no change of the physical control unit at a location that allows system 'bottle' emerges. Only ACM optimal access to the operating panel Haffmans BV ACM GmbH direct CO content measurement in the and the display. In addition, due to its 2 Marinus Dammeweg 30 Goldschlagstrasse 172 closed bottle provides you with the modular design, the system can easily 5928 PW Venlo, the Netherlands A-1140 Vienna, Austria very true CO content of your package! be extended with an oxygen (O ) sensor. 2 Tel + 31 (0)77 323 23 00 2 Tel: +43 (0)1 786 58 66 Email [email protected] Email: [email protected] www.haffmans.nl www.acm.co.at OPTi-Dispense Refractometer Label validation The OPTi-Dispense dual scale digital A system that checks product, case and hand held refractometer designed and pallet labels back against the original manufactured in the UK by Bellingham + works order, eliminating risk of human Stanley is specifically used by cellar error and goods with incorrect or service engineers that install, maintain illegible labelling entering the supply and calibrate both post-mix beverage and chain, has been developed by print & beer dispense equipment as it provides apply labelling specialist Logopak. The accurate Brix and %Glycol measurement new I-Validation software works within from a single digital device. Logopak's Synchro suite of networking The OPTi-dispense has many key programmes to provide a parallel features including a built-in LED light source of labelling data that allows all source, rubber switch panel, stainless product identification to be checked, steel injection molded prism dish and an through a separate route, back to ultrasonically welded housing; all of source. which contribute to its overall high build In particular the system guards quality. Engineers that choose the OPTi Logopak International Limited against error in primary product Longfield Road, Tunbridge Wells, over traditional optical models Clifton Moor Industrial Estate labelling and the knock-on effect with Kent TN2 3EY, United Kingdom immediately recognize its many benefits. York YO30 4XE, UK automatic label generation. I-Validate OPTi refractometers come with a independently compares the labels it Tel: +44 (0) 1892 500400 certificate of calibration and are available Tel: +44 (0)1904 692333 sees on the line with the label data in Fax: +44 (0) 1892 543115 in other scale formats for use in the email: [email protected] the works order and will stop the line if beverage industry such as °Brix, HFCS they fail to match or read. [email protected] and Adblue®. www.logopakprintandapply.co.uk Carbonation analysed Bespoke filters The new Carbo 510 Smart Sensor from Axium Process, filtration specialists, Anton Paar has arrived! Delivering recently supplied a number of values every 15 seconds it is hailed as customised triplex 316L stainless steel the fastest CO2 analyser on the market. Fine-Screen filter systems as part of the It is designed in accordance with the final filtration stage for a Dubai-based hygiene guidelines of EHEDG leading producer of bottled mineral (European Hygienic Engineering & water. The company, which required Design Group) and provides great filtration levels of 10 micron, was accuracy and reliability. looking for a robust and reliable system Features of the Carbo510: Highest that could be easily integrated into the accuracy and repeatability even with company’s existing 3” pipework start/stop conditions; measurement arrangement and was suitable for both directly in the tank possible due to CIP and SIP operations. pump function of the new impeller; Working closely with its Middle East fittings for inline or bypass installation; partner, Magnatech Middle East Trading Anton Paar Ltd and designed to require minimal Axium Process Ltd LLC, Axium’s engineers designed and 13 Harforde Court, John Tate Road maintenance, without having to drain Hendy Industrial Estate fabricated the triplex filter systems Hertford, SG13 7NW, UK the system (using optional cut-off Swansea SA4 OXP, UK using stainless steel sintered mesh adapter). screens to enable fine particulate Tel: +44(0) 1992 514730 Tel: +44 (0)1792 883882 filtration whilst providing strength and Email: [email protected] email: [email protected] rigidity for applications where filter failure or collapse is not an option. www.anton-paar.com www.axiumprocess.com 46 Buyers’ Guide Soft Drinks Internationa l – July 2012

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Contact Sales Kanegrade Ltd Claremont Ingredients Limited The SDI Buyers’ Guide Ingredients House Unit 2B, Aspect Court Caxton Way Silverdale Enterprise Park is also available on line – Stevenage, Herts SG1 2DF visit: Newcastle-under-Lyme England ST5 6SS, UK www.sofrinksinternational Tel: +44 (0)1438 742242 Fax: +44 (0)1438 742311 tel: +44 (0)1782 623883 Email: info kanegrade.com fax: +44 (0)1782 623773 @ email: [email protected] Website: www.kanegrade.com BBeverageeverraage CentrCentree of ExExcellence:cellence: web: www.claremont-ingredients.co.uk Amsterdam,Amsterdam, TheThe NetherlandsNetherlands www.kerry.comwww.kkererrryy .com Soft Drinks Internationa l – July 2012 Buyers’ Guide 47

FRUIT JUICE CONCENTRATE AND EXTRACTS HERBAL EXTRACTS SWEETENERS

China’s leading manufacturer of Welcome to our Business Unit ASPARTAME and SUCRALOSE Plantextrakt, one of the world’s leading manufacturers of: “Why not come direct?”

 Q Herbal & Fruit Extracts Tel: +44 (0)1952 456 460 Fax : +44 (0)1952 458 528  Q Tea Extracts E-mail : [email protected]  Q Natural Tea Flavours Website : www.niutang.com

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SPORTS DRINK INGREDIENTS SWEETENERS – ASPARTAME

H FRUIT JUICE CONCENTRATES (Citrus, Tropical & Red) H NATURAL COLOURS & EXTRACTS H FRUIT AROMA/ESTERS H BOTANICAL EXTRACTS DÖHLERGROUP (e.g. Kola, Guarana, etc.) Riedstrasse 7-9 Contact Sales Kanegrade Ltd 64295 Darmstadt Ingredients House Caxton Way Germany Stevenage, Herts SG1 2DF Phone +49 6151 306-0 England Tel: +44 (0)1438 742242 Fax +49 6151 306-278 Fax: +44 (0)1438 742311 Email: advertising@ Email: info @kanegrade.com www.doehler.com Website: www.kanegrade.com softdrinksinternational.com [email protected] FRUIT JUICE BLENDS FRUIT JUICE CONCENTRATES SWEETENERS – ISOMALTULOSE Citrus, Tropical and Red

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The SDI Buyers’ Guide - print and on-line

To reach buyers in more than 100 countries

email: [email protected]

or calll: +44 (0)1202 842222 48 Buyers’ Guide Soft Drinks Internationa l – July 2012 Plant & Machinery Processing Recruitment

LABELLING MACHINERY

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Bottleworks, Unit 19 Imex Business Centre, Ripley Drive, MICROBIOLOGICAL TESTING Normanton, West Yorkshire WF6 1QT

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Canadean soft drinks market reports available through Soft Drinks International

Soft Drinks Review 2011

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       &-4-8076-    7:5)14:-87:<;;7.<,:163;16<-:6)<176)4+75 445)27:+:-,1<,-*1<+):,;)++-8<-, the complete production line event Reg ister 25–27 September 2012 FREE N NEC, Birmingham, UK OW! www.ppmashow.co.uk Don’t miss the UK’s leading processing and packaging machinery exhibition!

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