© 2010 Kerry Ingredients & Flavours From natural flavours and ingredients to extracts and emulsions the flavour and beverage beverage and further [email protected] contact: For information please flavour back come the customers your make will that products more.for create to you with emulsions partner to ready is and Kerry extracts to at Kerry. citrus key our will find it expertise?You applications withfrom creative qualityhigh flavours combined Looking for Sourcing ingredients citrus. from and more squeeze to you sites in Florida, help Brazil, can Mexico Kerry Italy, & fresh, develop juicy and stable Kerry citrus flavours flavours. at technologists natural From Master the art the Master citrus of Kerry Ingredients & Flavours Ingredients&Flavours Kerry I [email protected] [email protected] I www.kerry.com Where itall comestogether 13:34 Soft Drinks Internationa l – April 2011 ConTEnTS 1 news Europe 4 Africa 8 Middle East 12 The leading English language magazine published in Europe, devoted exclusively to the Asia Pacific 14 manufacture, distribution and marketing of soft drinks, fruit juices and bottled water. Americas 17 Ingredients 20 Fermentation 41 features Döhler introduces its bases, fermented from Juices & Juice Drinks 22 juices, tea or malt, for non-alcoholic bever - Vitafoods 30 ages . Waters & Water Plus Drinks 24 A look at some of the highlights of Europe’s leading functional ingredient Grown Up Beverages 42 Carbonates 25 show, to be held in Geneva next month. The market for non-alcoholic beverages Traditional 27 targeted at adults has the potential to take Responsibility Deal 32 off over the next five to 10 years, reports Teas 28 Aimed at encouraging and empowering Mintel. Meanwhile, producers of estab - individuals to take responsibility for their lished alcoholic brands identify opportu - Dairy 29 own health, the UK Government’s nities for brand extension. Responsibility Deal initiative is welcomed Process 56 by the soft drinks industry. Click On Future Employment 44 Packaging 58 Incredible India 34 Social media and web-based recruitment The Indian middle classes, estimated to platforms are playing an ever-increasing role. Environment 60 number around 200 million people, will People 64 be a considerable driver in realising the opportunity that appears to exist for the Interpack 46 The first of SDI ’s two-part coverage. Events 65 soft drinks industry, reports Richard Corbett. Making The Case 50 regulars Improvements in productivity will reap Carbon Capture 36 rewards, claims Tony Hacker. Developing a sustainable model for utility Comment 2 generation can offer opportunities for reducing a business’s overall carbon foot - Driving Development 52 BSDA 15, 32 & 33 print whilst delivering beverage-grade Physical protection, functionality and shelf carbon dioxide. appeal are key, according to Matteo Ros. From The Past 66 Buyers’ Guide 67 It’s A Gas 38 Sustainable Film 54 Mark White discusses legislation in the Global brands can now add a PE shrink film, Classified 68 UK governing the use of compressed air in which is both recyclable and renewable to the beverage industry. their environmentally conscious packaging projects. Front Cover: ©Alex Bramwell (from www.bogstockphoto.com) www.softdrinksinternational.com 2 CoMMEnT Soft Drinks Internationa l – April 2011 Published by ASAP Publishing Limited Editor Philip Tappenden News Editor Annette Sessions Correspondents: EuroPE Gerard o’Dwyer Cola comfort Lubomír Sedlák Bernadette Tournay It is somewhat ironic that in this era of health and wellness issues, one of the ASIA & PACIFIC oldest soft drinks – viewed by some critics as damaging to health – has managed Kelvin King T. C. Malhotra to maintain and indeed grow its leading status. According to the UK 2011 Britvic Soft Drinks Report (see page 4) cola has emerged as the most popular flavour in AMErICAS the UK (value growth almost doubled compared to that of 2009, by 9% to richard Davis £1.5billion). Market Analyst Over the years producers, led by Coca-Cola and PepsiCo, have addressed richard Corbett criticisms that original cola with its high sugar content is partly responsible for the world's obesity problem. Recipes have been tweaked, calories reduced or eliminated altogether, new flavours added and functional ingredients introduced. Yet, despite this wave of range extensions, few have stayed the course – remember Pepsi Tava and Coke with Vanilla? Even the new natural variants are not fulfilling expectations; Pepsi's much touted natural cola, Raw, has been Annual Subscription Rates (inc. postage) withdrawn from the UK and its last autumn launch in Norway has apparently Eu Member State: £110, €150 failed to gain anticipated market share. Meanwhile Red Bull's natural cola, Simply rest of World: £125, €170, $200 Cola, launched in 2008 has yet to become a dominant player. Individual copies: £15, €20, $27 In all this new product development it is the diet variants that have proved winners. According to a report published in the Wall Street Journal , 2010 figures Subscription Enquiries show that Diet Coke has pulled ahead of Pepsi-Cola to become the No 2 Soft Drinks International carbonated soft drink in the US. And now the latest news (reported by Reuters) is Po Box 4173, Wimborne BH21 1YX, uK that PepsiCo will launch a mid-calorie version called Pepsi Next with 60 calories Tel: +44 (0)1202 842222 per 12 oz can. However, this has been tried before when Pepsi launched Pepsi Fax: +44 (0)1202 848494 Edge in 2004 and Coca-Cola introduced its mid-calorie version, C2. Neither E-mail: [email protected] survived. It seems that consumers are traditionalists and do not like their colas interfered Editorial - News with. What has emerged over a decade of innovation is that the cola giants have A & S Editors slimmed down their choices to focus on regular, diet and 'manly' (Coke Zero and 5 Gloucester Street, Pepsi Max) variants all of which are growing the category. Faringdon, oxon. Sn7 7JA, uK There's a further factor in cola's success: comfort. When times remain tough and Tel: +44 (0)1367 241660 households are watching purse strings it is the tried and trusted brands they E-mail: [email protected] return to. PepsiCo has acknowledged this with the announcement that its Pepsi Throwback and Mountain Dew Throwback with their heritage design limited Editorial - Features editions will become permanent. But whether the company's new mid-calorie Soft Drinks International venture succeeds is open to conjecture. Po Box 4173, Wimborne BH21 1YX, uK Tel: +44 (0)1202 842222 Fax: +44 (0)1202 848494 E-mail: [email protected] US Representative 105 South Fifth Street Paris, Arkansas 72855, uSA Tel: 00 1 479 963 6399 Fax: 00 1 775 406 5643 E-mail: [email protected] Advertisement Sales Soft Drinks International Soft Drinks International (1997), formerly Soft Drinks Management International (1988), Po Box 4173, Wimborne BH21 1YX, uK was originally founded as the Soft Drinks Trade Journal in 1947, incorporating The British & Tel: +44 (0)1202 842222 Fax: +44 (0)1202 848494 Colonial Mineral Water Trade Journal (1888) with the Soft Drinks & Allied Trade Review, E-mail: [email protected] formerly the Mineral Water & Allied Trade Review (1873). The entire contents of Soft Drinks International are protected by copyright and no part may be reproduced without written permission of the publishers. Whilst every effort is made to ensure that the information contained in S oft Drinks International is accurate, the editor and publisher cannot accept responsibility for errors, and the views expressed do not necessarily represent those © 2011 ASAP Publishing Limited 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 ISSn - 1367 8302 names are not registered trademarks. www.softdrinksinternational.com Soft Drinks Internationa l – April 2011 Late Bulletin Blue Gold Beverages is closing in on the purchase of Epic Nutrition , it has said. Blue Gold Beverages announced last month that it had signed a letter of intent to acquire the assets of Epic Nutrition in the US. The company has now confirmed that its due diligence has now been completed and closing is expected within ten days. "We at Blue Gold Beverages believe that with the acquisition of Epic Nutrition, we are well posi - tioned to be leaders in several of the fastest growing segments in today's speciality beverage industry," said Blue Gold Beverages' IDEXX President and CEO, Daniel Solomita. The CEO of The Coca-Cola Co has said that more collabora - tion between consumer products companies will be essential as 8BUFS firms battle with a scarcity of energy and natural resources, an ageing population and changing consumer demand. Speaking at an Efficient Consumer Response conference in Brussels, Muhtar Kent told attendees that achieving its ambitious vision for the .JDSPCJPMPHZ future is going to require "collective engagement and commit - ment". The Coca-Cola Co has developed a range of 100% recyclable ProtectingProtecting thethe qualityquality and merchandise display racks for use in grocery and convenience stores in the US. The first 'Give it Back' racks are free-standing reputationreputation of youryour bottledbottled water units made of corrugated cardboard. The initiative is designed to advance the firm's global sustainability efforts, it said. The Coca-Cola Co has ended its sponsorship deal with foot - baller Wayne Rooney in the UK. The soft drinks firm scrapped plans for a campaign featuring footballer Wayne Rooney in October last year, following allegations that he had slept with prostitutes. At the time, the company said that it did not deem the promotion appropriate due to the allegations surrounding N P D Y the Manchester United and England footballer's personal life. In Y F E J U B a statement, Coca-Cola Great Britain confirmed that it had F M C B M BBreakthroughreakthrough testingtesting technologies ended its contract with Rooney last year.