Bev Innovation

FoodBev com
BEVERAGE
INNOVATION
A world of food and drink
Beauty elixir
from Elle
Macpherson
P LU S
WelleCo launches supergreen

beauty drink in US and UK
SPECIAL REPORT
I N C L U D E S
Functional ingredients
PROCESSING
CATEGORY FOCUS
PACKAGING
EVENT PREVIEW
Pumps & drives Chocolate drinks Multipacks Hi & Ni Europe
World Beverage Innovation Awards winners & Brau review

2014 FoodBev Media Ltd. Reproduced with the permission of FoodBev Media www.foodbev.com
www.foodbev.com/beverage
Issue 121 - December 2014
World Beverage Innovation

Awards 2014 Showcase
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Beverage
Innovation
Awards 2014@
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ISSN 1750824X
The editors view

A rollercoaster of innovation.
Innovations
New product development from around the world
including recent launches in Japan.
Elle Macpherson launches her own supergreens the Super Elixir by welleco.com, London May 2014
18
COVER
STORY
Beauty Elixir
Supermodel Elle Macpherson
discusses the launch of
her Super Elixir drink with
alkalising super greens.
SPECIAL
12
14
16
24
25
42
44
46
48
50
Bev tech
Beverage Innovation technical news.
Beverage business
The non-alcoholic beverage industry news review.
For regular updates visit www.foodbev.com
Ingredients
Chocolate in drinks.
Hi & Ni Europe
Tapping into Healthy ingredients in Amsterdam,
2-4 December.
Pack Expo International 2014

Review of one of the largest packaging and
processing trade shows in North America.
Multipack Solutions
Adhesive, design and recycling initiatives and
machinery updates.
Pumps and flow technology

Selection, monitoring and maintenance of
pumps, piping and hoses.
Sial 2014
Health and taste high on the agenda at the global
food market place in Paris.
Marketplace
Beverage Innovation products and services guide.
Expert opinion
21 REPORT
Functional
Ingredients
Sports nutrition and healthy
ageing are just some of
the dynamic areas driving
interest in functional
beverages.
26
EVENTS
World Beverage
Innovation Awards
Winners and finalists
celebrate their win from over
130 entries, in 26 categories,
spanning 40 countries.
EVENT
37 REVIEW
BrauBeviale 2014
The three day event with
1,133 exhibitors and 37,000
visitors exploring every
aspect of the beverage
processing industry including
ingredients, packaging and
marketing.
Richard Hall speaks out: fruit juice fights back.
CONTENTS 3
A rollercoaster of innovation
by Claire Phoenix
t was an action packed few days at BrauBeviale in Germany with the peak being the
World Beverage Innovation Awards 2014 presented on Wednesday 12 November to around
730 onlookers, in the BrauBeviale Forum with its contemporary green grass seating.
There was a depth and breadth of
creativity and innovation - from
the beautifully packaged NOA
relaxation drink from Sweden,
to I Mune Nurture UK pouches
for children, to Biono Sparkling
drink from France and Suavva
with cacao pulp, from the US.
As Diana White of awards sponsor
Hanovia said: The drinks in
stores and service stations are
changing. Today there are lower
calorie naturally sweetened
colas, functional vitamin and
dairy drinks, juice bar style drinks
and ready to drink teas. Health
is high on the agenda and great
taste and great packaging design
are key. Illustrating this, new
smoothie brand Plenish also did
well with its clean packaging and
HPP processing, ensuring a just
picked taste.
The Rexam advertisement that
set the pace and tone for the
night included music rising to the
crescendo of a beverage plant in
full production at 120,000 cans
an hour, and ended with the can
being crushed and dropped into
a recycling bin. Of course there
was packaging in every style,
from PET bottles to pouches,
from cartons to cans with some
amazing graphics and new
technologies for ease of use,
convenience and brighter living.
Serious congratulations to all
BEVERAGE
INNOVATION
entrants - the standard of entries

was so high and the presentation
was an inspirational feast, of
beverage NPD, ingredients,
new technology and packaging.
You can see it on YouTube and
we highlight the winners and
finalists in each category on
page 26 to 36. The Showcase
magazine accompanying this
issue also features every entrant.
Masterpiece of planning, I am
sure you will agree. Many thanks
to, chairman and MC for the night
FoodBev Media group editorial
director Bill Bruce, awards
organiser Ruth McMenamin, our
fantastic design team and indeed
all of our international judges
with their various skills, for the
many hours spent pondering over
worthy winners.
The BrauBeviale event itself
had over 1133 exhibitors and
37,000 experts from all over
the world. Conferences running
alongside covered topics of
automation, servicing, craft beers
and so much more. We enjoyed
interviewing representatives from
a number of companies exhibiting
- you can see these over the
coming weeks on FoodBev.com.
This issue also includes a look
at Functional Ingredients and
the Super Elixir interview with
cover star supermodel Elle
Macpherson. These both tie in
FoodBev com
well with the upcoming major

event in Amsterdam that is
Health Ingredients Europe
and Nutraceutical Ingredients
Europe.
I also spoke on behalf of
FoodBev Media at another
event, Food Matters Live (the
first of its kind) in London - on
The next big health trend in
beverages, covering quite a few
upcoming trends. Please visit
our Youtube channel for more
on this subject
In this issue we also look at new
moves in multipack solutions and
the nitty gritty of pumps and flow
technology. While FoodBev Media
chairman Richard Hall reports
back from the Global Juice
Summit 2014 on the way forward
for juice on page 50.
Marketing manager Ruth

McMenamin
Published ten times a year by
It only remains to say thank you

to all who have worked with us
closely this year. Innovation is
now such a big part of every
companys agenda and we look
forward to celebrating more of
your success stories in 2015.
Group editorial director

Bill Bruce
Magazine managing editor

Claire Phoenix
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EDITORIAL
ISSN 1750824X
Next year is promising to be a

good one - with lots of exciting
plans up our sleeve. If you want
to join us in sponsoring the next
awards do get in touch as the
associate slots and categories are
filling up fast and Rexam
have signed as headline sponsor
for another year.
Group editorial director........................................................................ Bill Bruce

Managing editor - magazines......................................................Claire Phoenix
FoodBev Media Ltd
Managing editor - digital............................................................. Shaun Weston
7 Kingsmead Square
Group technical editor.................................................................... Claire Rowan
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Editor....................................................................................... Andreas Exarheas
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Every effort is made to verify all information published, but Beverage Innovation cannot accept responsibility for any errors or omissions or
for any losses that may arise as a result. Opinions expressed in articles do not necessarily reflect those of FoodBev Media Ltd. Beverage Innovation
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4 EDITORIAL
Innovations
Social media update
DJ Sbu launches MoFaya energy drink
Writing about the new

drink on Facebook,
DJ Sbu said:
South African radio DJ, recording artist and television presenter DJ Sbu has
created a new energy drink brand called MoFaya. The new energy drink was
founded by a team of eight South Africans, with a collective 97 years of working
experience, and money from every can sold will go towards educating a child in
the region.
#MoFaya to burn & melt

all the NONSENSE in these
fridges. Skhathele. Finally a
local BRAND is here.
#MoFaya has been 3 years
in the making. Making sure
we comply with all the health
standards & regulations.
PepsiCo releases Sting energy

in Jordan
#MoFaya will take at least

100 students to university/
year starting 2016 & create
at least 100 entrepreneurs/
province per year.
PepsiCo has introduced its Sting energy drink in Jordan with a nationwide
advertising campaign launched under the slogan Life Switched ON.
Manufactured locally at the PepsiCo-Jordan factory, Sting is packaged
in 250ml cans and available in Gold and Grape variants.
E-ON premium
energy drinks
Switzerland-based
beverage developer
Global Functional Drinks
(GFD) has partnered with
Rexam to launch E-ON
premium energy drinks in
the US, in 12oz sleek cans.
Available in Citrus Punch
(containing grapefruit,
orange and lemon),
Ginger Crush (containing
pomegranate, cranberry
and ginger) and Almond
rush (containing lemon
and almond) flavours,
the new energy drink line
features vitamins B6 and
B12, taurine, caffeine,
guarana seed extract and
L-carnitine.
Immergut milk-based energy drinks

Germany-based brand Immergut
has developed a new milk-based
Drinkfit energy drink line, which
is available in Tutti Frutti and
Moccacino flavours.
Packaged in 330ml cartons, both
beverages in Immerguts Drinkfit
line are heat treated and feature
resealable closures as well as
guarana, caffeine and low-fat
milk. Drinkfit Tutti Frutti includes
vitamins B1, B6 and B12 and
Drinkfit Moccacino also features
Maca in its ingredients.
Good Night Drink n Dream

Good Night Drink has released a Good Night
Drink n Dream beverage, which is specifically
designed to aid a better and deeper sleep experience.
Made using valerian, lavender and rose hip extracts,
the Slovakia-based brands new carbonated drink is fat
free and contains 28kcal, 7g of carbohydrates, 7g of
sugars and 7.5g of sodium per 100ml portion.
Available in 250ml cans, the new product offers
a sweet cactus fig taste and features a two year
shelf life.
PRODUCT NEWS 5
Innovations
Bolthouse Farms Kids Smoothie line

California, US-based Bolthouse Farms has created a new Kids Smoothie
line, which is available in Peach Meets Mango and Strawberry Meets Banana
flavours. The former is made using peach, mango and apple and offers 80
calories, 15g of sugar and 310mg of potassium per 177ml serving. Bolthouse
Farms Strawberry Meets Banana Kids Smoothie contains strawberry, banana
and pear and features 90 calories, 17g of sugar and 190mg of potassium in the
same serving size. Both drinks in the new range are free from added sugar,
preservatives and artificial flavours.
For Goodness Shakes bolsters drink range

London-based beverage brand For
Goodness Shakes has added a range
of new drinks to its product portfolio.
The company has developed a newfor-2015 Ultimate Protein line, which
offers 40g of whey and casein protein
per 475ml portion and is available in
Dark Choc and Strawberry flavours.
This new drink line is fat free and
includes 10g of carbohydrates. Current
RTD beverages in the For Goodness
Shakes portfolio only feature up to
25g of protein.
For Goodness Shakes

has also released a
new-for-2015 MilkShoot
for kids range,
which is specifically
designed for children
and features added
milk protein, calcium
and vitamins D and
B. The brands new
kids range is available
in Chocolate and
Strawberry flavours.
Emmi Caff
Latte Christmas
Cappuccino cup
Switzerland-based Emmis
Caff Latte brand has launched
a festive Christmas Cappuccino
cup, which will give consumers
the chance to win a range of
seasonal experiences and gifts.
Emmi Caff Latte Cappuccino
is blended using freshly brewed
espresso made from Arabica
beans and fresh Swiss milk.
Starbucks Corporation
Starbucks releases new Reserve

coffees in China
In China, Starbucks is releasing a new line-up of Starbucks
Reserve coffees for its customers. The first four Starbucks
Reserve offerings in the region are; Peru Chonti Coffee, with
flavour notes of hazelnut and baking chocolate, Panama Los
Cantares Estate Coffee, which features a delicate body and
crisp acidity, Malawi Peaberry Sable Farms Coffee, which
contains lime and peaberries, and Hawaii Kau Coffee, which
contains tropical flavours.
Lipton Ice Tea redesign

Design Bridge has completed
a global redesign for
multinational company
Unilevers Lipton Ice
Tea brand. The design
is part of a major
repositioning of the
global Lipton brand to
one synonymous with
natural revitalisation and

wellbeing.
Addressing key aspects such as
branding, visual equities, bottle
structure and visual campaigns,
the new design seeks to
communicate a healthier choice
Innovations?
Do you have an innovation
to share with the
readers of beverage
Innovation?
Write to bi@foodbev.com
of refreshment.
6 PRODUCT NEWS
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INNOVATION
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Innovations
Latest product launches from Japan
Far left:
Steve Galloway of
Galloway & Associates
Left:
Yoshihiko Hani, president
of Beverage Japan
Japan Innovations are brought to you by Yoshihiko Hani of
Beverage Japan, Japans leading trade beverage publication and
Steve Galloway of Galloway & Associates, a UK, SE Asia and
Japan based consultancy with particular expertise in helping food
and drink companies in the Japanese and other Asian markets.
Contact: steve@gallowayconsult.com | +44 (0)7815 563473
Chocolate dessert drinks

New from Snowbrand Megmilk is Sweets Latte; a thick and rich
dessert drink that comes in two flavours - Green Tea & White
Chocolate and Chocolat & Orange, which is based on a chocolate
latte with added
orange accents and
contains no fruit
juice. Both come in a
190g plastic cup from
Yoshino Kogyosho
and have a
refrigerated shelf
life of 90 days.
Yakult energy and

vinegar beverages
Yakult no Omepachi is a new, caffeinefree, revitalising carbonated drink from
Yakults Mitsuboshi Factory brand targeting
20-30s females. Created by an all-female
project team it contains 20% fruit juice
from lemon and grapefruit plus capsaicin,
citrulline and argenine amino acids. It
comes in a 100ml 2p alumi bottle can from
Daiwa Seikan and has a sales target, by
next March, of 32,000 cases.
Shiroi Kurozu Drink, also from Yakult,
(and meaning white, black-vinegar
drink) is a black vinegar drink targeting
females. Per carton it contains 5ml
black vinegar, 500mg collagen and 40g
soymilk, hence the white in its title.
The 125ml LL paper carton is from
Nihon Tetra Pak. The sales target is
47,000 cases.
Kagome health drinks

Kagome has launched a number of new drinks.
Yasai Juice Toushitsu Off (meaning lower sugar
vegetable juice) is a 100% vegetable juice
made using leafy vegetables with lower sugar
content. It contains 15 vegetables comprising;
Chinese cabbage, celery, tomato, spinach,
asparagus, cabbage, aubergine, daikon radish,
kale, lettuce, cress, parsley, beetroot, pumpkin
and red shiso (perilla). It also contains lemon
juice as a stabiliser. With 3.3g sugar and 21kcal
per 200ml slim LL paper carton, the sales
target is 500m yen (2.8m).
Tomato Juice Premium Shokuen

Mutenka is a premium tomato
beverage, which is free from added
salt and uses 100% newly harvested
tomatoes of the year. Positioned by
the company as Tomato Nouveau,
the drink has 21mg lycopene and
40kcal per 200ml and is available in
a 200ml slim LL paper carton, 720ml
PET bottle and 1 litre gable paper
carton. The shelf life is 180 days for
the 720ml and 200ml, and 22 days
chilled for 1 litre. The sales target is
1 billion yen (5.6 million).
New under Kagomes Labre brand of

plant-based lactic acid bacteria drinks is
Shokubutsusei Nyusankin Labre Cho Kassei
Labre kin, which contains a combination of
Labre and oligosaccharide. The companys
research has shown that the combination
of these ingredients increases, by 50%, the
amount of Labre remaining in the intestine.
It has a natural, soymilk taste, 65kcal per
130ml PET bottle and a chilled shelf life
of 19 days. The sales target is 200 million
yen (1.1 million).
Daily dose vegetable drink

Ito Ens Eiy Kyka-gata Ichi-nichi-bun
no Yasai is a 100% vegetable daily dose
drink, based on carrot and tomato, which
contains the RDA of 30 different kinds of
vegetables.
With additional dietary fibre and iron,
and with no added sugar or salt, the drink
comes in a 125ml LL paper carton.
8 PRODUCT NEWS
The PACs, or
proanthocyanidins, found
in Ocean Sprays new
Pact Water are powerful
elements found inside
cranberries which,
according to Ocean Spray,
help 'cleanse and purify
your body better than
water alone.
Pact Cranberry Extract &

Purified Water
US-headquartered Ocean Spray has developed Pact Cranberry
Extract & Purified Water; a new beverage that is made with just
seven ingredients including purified water, 80mg of cranberry
PACs, agave nectar, stevia, monk fruit extract, natural fruit
flavours and sea salt. The new drink is available in Cranberry
Pomegranate, Cranberry Raspberry, Cranberry Blood Orange
and Cranberry Mango-Passion Fruit flavours.
Hug Water by
American Beverage
Corporation
American Beverage Corporation (ABC),
creator of Little Hug Fruit Barrels, has
released a brand extension consisting of
three new flavoured water products. New
Hug Water with electrolytes is available
in Tropical Punch, Glacier Grape and
Berry Ice flavours. Hug Water is glutenfree and contains no artificial colours.
Sparkling Fruit2O
Lime Twists
Ohio, US-based Sunny Delight Beverages
Co has created a new line of fruit-flavoured
sparkling water called Sparkling Fruit2O
Lime Twists. Sparkling Fruit2O Lime
Twists are available in Lime, Cherry Lime,
Blueberry Lime and Strawberry Lime
flavours. The new range will be available
in US stores in March 2015.
PRODUCT NEWS 9
Innovations
Harvest Soul Chewable Juice
US-based Harvest Soul has released a new range of chewable juices. Available in Green Fusion and
Tropical Fusion varieties, Harvest Soul Chewable Juices include a vast blend of fruits and vegetables
mixed with crunchy and chewable seeds, nuts and berries. The juices are rich in antioxidants, protein
and fibre, not from concentrate, 100% natural and contain no added sugar.
Apple strudel in a bottle

Noble Juice
launches new
drinks
Kendlbacher, from Leoben, Austria, has

created Omis Apfelstrudel, a shelf-stable
apple juice drink with cinnamon flavour to
emulate Apple strudel in a bottle. Packaged
in a 250ml glass container with a screw top,
the creation can be consumed at ambient,
chilled or warm temperature, as a standalone
beverage or as a mixer.
US-based Noble
Juice has added
two new drinks
to its beverage
portfolio; Apple
Mandarin Chai
Juice and
Tangerine
Ginger Pomegranate Juice.
Both drinks are free from
fat, added sugar, artificial
ingredients, preservatives and
gluten. Noble Juices latest
releases are gently pasteurised
and packaged in 12oz bottles.
The new creations also feature
vitamins C and A.
PFB Powerful Orange Pulpy

South Korea-based Powerful Food & Beverage has launched Powerful
Orange Pulpy; a new natural juice drink containing 15% natural orange
pulp and natural orange juice concentrate.
Enriched with vitamins and antioxidants, Powerful Orange Pulpy is free
from additives and available in 240ml cans. The new drink joins existing
flavours Powerful Peach Pulpy, Powerful Pineapple Pulpy and Powerful
Pear Pulpy.
True Organic Farms juice
California, US-based Grimmway Farms has worked with

McLean Design to create a fresh organic juice brand,
designed to capture the essence of the family growers
behind it. Available in Wild Berry Blend, Bananaberry
Crush, Blended Blue, Tropical Mango and Pure Carrot
variants, the new True Organic Farms juice line features the
slogan: True to our Family. True to the Earth. True to You.
Honest goodness in every bottle.
VirtusNatura
Bberi
Chile-based VirtusNatura
has released a new natural
blueberry juice product in
Europe, which is free from
added sugar, colours and
additives.
Each 250ml bottle of
Bberri juice contains 400
blueberries and is rich in
polyphenols - a source
of antioxidants. Aimed at
healthy lifestyle markets,
the new organic juice is a
Fairtrade product.
10 PRODUCT NEWS
Blueprint Cranberry
Cinnamon Apple
New York, US-based The Hain
Celestial Groups Blueprint
beverage brand has launched
its first limited edition seasonal
flavour; Cranberry Cinnamon
Apple. Blueprints latest drink
is packaged in 16oz bottles and
contains 90% of the vitamin C
RDA, as well as a significant portion
of antioxidants, orange, ginger and
agave. The new juice is produced
using a hydraulic cold juice press and
is 100% USDA certified organic, raw and
Non-GMO project verified.
Stevia-sweetened
Pepsi True
Britvic J2O Glitter

Berry redesign
International soft drinks brand Britvic Soft
Drinks is bringing back its limited edition
J2O Glitter Berry to mark the festive season.
The unique blend of grape, cherry and spice
is back for a fourth year, due to popular
demand, and features a new look. Britvics
single-serve Glitter Berry bottle for 2014
includes a gold and transparent full sleeve,
which allows consumers to see the glitterfilled liquid through the bottle.
Old Orchard Brands autumn

drinks
Michigan, US-based Old Orchard Brands has introduced three new
limited edition fruit juice cocktails that celebrate the iconic flavours
of autumn. Apple Pie is an apple juice cocktail featuring hints of
cinnamon, vanilla bean and nutmeg; Caramel Apple offers a creamy
caramel taste and Apple Cherry Cobbler contains a blend of late
summer cherries, a hint of lemon and red apple.
Multinational beverage corporation

PepsiCo has launched a new sugar and
stevia-sweetened drink called Pepsi True,
exclusively through Amazon.com. Available
in 7.5oz cans, the new drink is free from
artificial sweeteners and high fructose corn
syrup and contains 30% less sugar than
regular Pepsi.
Koji Drinks Elderflower & Lime

Bristol, UK-based Koji Drinks has
bolstered its sparkling soft drinks
portfolio with the addition of a
new Elderflower & Lime variant.
Available in 330ml glass bottles, the
new drink offers 14.8kcal and 3.5g
of carbohydrates per 100ml portion.
Koji Elderflower & Lime contains
Japanese persimmon, goji berries,
hops, cranberry, lemon zest and
apple. The new drink is naturally
low in sugar and contains no added
sugar or sweeteners. This beverage
is also free from preservatives and
features all natural ingredients.
Calebs Kola
PepsiCo has also developed a retro soda
called Calebs Kola, which is packaged in
10oz glass bottles. The name of the new
drink refers to Caleb Bradham, the pharmacist
from North Carolina who is credited the
creating with formula for Pepsi in the 1890s.
According to the brands website, the drink is
only being sold at select CostCo locations in
Maryland, New York, Virginia and Washington
DC. A 10oz bottle of Caleb's Kola contains 110
calories and 29g of sugar. The drink is made
with cane sugar, kola nut extract and a special
blend of spices.
PRODUCT NEWS 11
Bev tech
Beverage Innovation technical news
Pinar Milk & Juice concept
esigner Bora Yildirim has created a re-usable

container concept for Turkish food and dairy retailer
Pinar, which has the capacity to double up as a toy for
children.
The Pinar Milk & Juice concept
is suitable for a variety of
beverages and its unique design
attributes mean that containers
can be recycled to create a
range of decorations, art pieces
or toys.
In addition to encouraging
children to drink milk to help
their physical development, this
project aims to improve their
creative imagination with the
products functionality as a toy,
said Bora Yildirim.
The different forms and

colours aim to re-vamp the
product package [setting
it apart from] existing and
traditional milk package designs.
This innovative approach
will ensure the product [is]
noticed by consumers. The toy
functionality of the product
will help develop and raise
awareness of re-use among
[children] starting at young
ages, and contribute to
realising the companys social
responsibilities.
PepsiCo opens innovation

centre in Dubai
epsiCo has opened its first food and beverage

innovation facility in the Middle East. The facility will
serve as a hub for new product and flavour innovations
for PepsiCos businesses across the region.
Equipped with an advanced
culinary centre and test
laboratories focused on
developing and tailoring
PepsiCo food and beverage
brands for locally relevant
taste preferences, the new
facility will allow researchers
to quickly test new product
ideas and support efforts to
significantly accelerate the
pace of PepsiCos innovation in
the Middle East.
Bericap launches StackCap

toy closure
Global plastic closure
manufacturer Bericap has
launched StackCap; a new
beverage closure that can
be used as a toy. Based on
a concept developed by
Smooth HIP, StackCaps are
primarily designed to cap still
or carbonated beverages.
However, these closures also
have a secondary function
as entertainment and allow
consumers to build a wide
variety of toys thanks to stacked

and side-groove attachment
capabilities. StackCaps can be
used in a range of applications,
for example as part of a brand
promotion or to distinguish
childrens packs on supermarket
shelves. The creation adds only
a small amount of additional
weight, when compared to
a standard flat cap, and is
currently available for the
neck finish PCO 1881.
Innovation has always fuelled

PepsiCos growth engine and
enabled us to build a portfolio
of great-tasting, convenient
food and beverage brands that
are loved by consumers around
the globe, said Omar Farid,
PepsiCo president for Middle
East and Africa. The Dubai
facility is a game-changer for
our business that we anticipate
will fast-forward our innovation
process throughout the entire
region.
PepsiCo continues to
build global research and
development capabilities
that are differentiating our
brands in the marketplace
and driving attractive new
growth opportunities, said
Jan Weststrate, senior vice
president R&D PepsiCo Asia,

Middle East & Africa. This
new innovation centre will also
allow our experts in the region
to continue driving science,
technology and innovation
thought leadership.
This centre will play an
important role in our global
R&D network by bringing
cutting edge technology and
innovation to our businesses
in the Middle East and
partnering with other PepsiCo
locations to achieve new
breakthroughs in other parts
of the world, said Amr El
Hadidi, PepsiCo Middle East
& Africa, head of R&D.
The Middle East is a key
component of PepsiCos
overall plan to drive growth
in emerging and developing
markets globally. PepsiCo
nearly tripled its business
in emerging and developing
markets from $8 billion in
annual net revenue in 2006 to
$23 billion in 2013. The opening
of the new R&D centre in Dubai
is the latest in a series of steps
that PepsiCo continues to take
to strengthen its business
across the Middle East.
12 TECHNICAL NEWS
Tetra Rex - renewable

plant-based material carton
etra Pak has launched the industrys first

carton made entirely from plant-based,
renewable packaging materials.
The new Tetra Rex carton will be
the first in the market to have
bio-based low-density polyethylene
(LDPE) films and bio-based highdensity polyethylene (HDPE) caps,
both derived from sugar cane, in
addition to Forest Stewardship
Council (FSC) certified paperboard.
Environment excellence is
one of Tetra Paks strategic
priorities and a driver of our
product development activities,
said Tetra Pak VP marketing
& product management
Charles Brand. Together with
suppliers, customers and other
stakeholders, we are leading
the industry towards 100%
renewable packaging. We believe
that increasing the renewable

content of our packages is not
only good for the environment,
but also offers our customers
a competitive advantage in the
overall environmental profile of
their products.
Developed in partnership with
Braskem, one of the worlds
leading biopolymers producers,
the new Tetra Rex package will
be commercially available in
early 2015. Tetra Pak customers
using the standard 1 litre Tetra
Rex with TwistCap OSO 34 can
easily transfer to the new version
without the need for any additional
investment or modification to their
existing filling machines.
Novelis opens worlds largest

aluminium recycling centre
ovelis has officially opened the world's largest

aluminium recycling centre. Located adjacent to the
companys rolling mill in Nachterstedt, Germany, the
$258 million recycling centre will process up to 400,000
metric tonnes of aluminium scrap annually, turning it back
into high-value aluminium ingots to feed the companys
European manufacturing network.
The Nachterstedt Recycling
Center is a significant step
toward our goal to be the
worlds low-carbon aluminium
sheet producer, shifting
our business model from a
traditional linear approach to
an increasingly closed-loop
model, said Novelis president
and CEO Phil Martens.
This new facility further
strengthens Novelis leadership
in Europe, and together with
our major recycling operations
in Asia, North America and

South America, solidifies Novelis
position as the global aluminium
recycling leader.
Since 2011, Novelis has invested
approximately $500 million to
expand its recycling network,
doubling its recycling capacity to
2.1 million metric tonnes per year
and raising its recycled content
from 30% to 46%. The companys
goal is to achieve 80% recycled
content by 2020.
Bev business
For daily news, visit
Pepsi to test its homemade

brands in SodaStream machines
epsiCo is to pair with SodaStream to test Pepsibranded drinks in its home soda making systems.
PepsiCos move follows Coca-Colas

deal earlier this year with Keurig
Green Mountain best known for
its single-serve coffee machines
to develop a new counter-top
machine to make cold beverages.
Coca-Cola has already launched its
Honest Tea brand in K-cups for the
Keurig 2.0 brew over ice machine.
ccording to a new update from market intelligence

provider Key Note, the total UK market for soft
drinks grew in value by 3.4% in 2013.
it may give Pepsi the lead in the

home-made soda system race.
The soft drinks market has

proved highly robust in recent
years, particularly given
the squeeze on consumer
expenditure in the recessionary
and post-recession period, with
strong growth in terms of both
volume and value recorded over
the last five years.
And, with SodaStreams shares

rising on the news, it seems likely
that speculation around PepsiCos
interest in acquiring all or part
of the Israel-based home drinks
maker may return. To observers,
it would seem logical as the CokeKeurig pairing came shortly after
Coca-Cola took a 16% share in the
US home coffee brewer.
One of the key drivers of

this growth has been the
ever increasing popularity of
energy and sports drinks, with
significant year-on-year value
and volume increases reported
in this category as a result of
strong consumer demand for
products that combat tiredness
on the move, alongside their
increasing use as mixers with
spirit drinks.
The Coke-Keurig machine will

not be ready until next autumn,
so if these tests prove successful,
Coca-Cola increases stake in Amatil for

$500 million expansion in Indonesia
he Coca-Cola Company is
investing $500 million in
Australias Coca-Cola Amatil to
help it expand in Indonesia.
Coca-Cola Amatil has signed
a deal under which The CocaCola Company will take a
29.4% stake in the companys
Indonesian subsidiary. CCA
said the investment would
help accelerate the expansion
of production, warehousing
and cold drink infrastructure
in Indonesia. The Coca-Cola
Company already owns a

29.2% stake in Coca-Cola
Amatil.
In a statement, Coca-Cola
Amatil group managing
director Alison Watkins said
the deal would strengthen the
companys market position in
Indonesia. With a population
of more than 240 million and a
fast-growing emerging middle
class, Indonesia is a key
growth market for CCA.
A record 62 food and drink

acquisitions in September 2014
September was a record
month for food and drink
sector transactions, with
62 listed on the BevBlog
database, including 19 in
the first four days alone.
Among the 62 total, 11 were in
soft drinks, nine in dairy, eight
in alcohol, six in packaging,

four in ingredients and four in
nutrition. 30 were international
and 32 within national borders,
24 of these solely in the US.
28 countries featured overall,
with 36 involving the US, six
the UK, five Japan, four Brazil
and four Ireland.
UK soft drinks sales grow, despite

the sugar debate
A 10-week test will take place in

selected Florida markets, starting
in November - with brands such as
Sierra Mist Homemade and Pepsi
Homemade in flavour-caps.
FoodBev com
Despite strong growth across

the soft drinks sector, there are a
number of challenges within the
marketplace. Key among these
has been the rising scrutiny
over the past decade on the
impact of sugar content across
virtually all soft drink categories,
and the detrimental impact of
excessive sugar consumption

on public health. As one of the
main sources of sugar intake
among UK consumers, the soft
drinks sector remains at the
centre of this debate. While
the industry has moved to
reduce sugar content within
its products, either through
voluntary agreements with the
Department of Health (DH) and
via the launch of low-sugar or
sugar-free variants of major
brands by most manufacturers,
there remain many in the
Government and in the public
health sector that are pushing
for increased taxation
and regulation to tackle this
issue.
Despite the debate around
sugar, the market for soft
drinks is expected to continue
its current period of growth,
with continued recovery in the
economy, alongside increased
demand for low-calorie and
sugar-free variants, expected
to boost both volume and value
consumption over the next five
years.
Lithuania enacts worlds first

ban on energy drinks for minors
n what government officials claim is a global first, Lithuania

has enacted a ban on selling energy drinks to anyone under 18.
Its a revolutionary development

the world over: we didn't
find a single other country to
have this kind of ban, health
ministry official Almantas
Kranauskas told news agency
AFP. Most countries only have
recommendations. We are the
first.
Under the law which the
Lithuanian parliament adopted
in May, selling energy drinks to
minors is now punishable

by a fine of up to 116.
Kranauskas said that a recent
survey showed 10% of schoolaged children consume energy
drinks at least once a week. He
argued that high levels of taurine
and caffeine found in some energy
drinks could lead to hyperactivity
and addiction, adding that some
scientists suggest they could
also be a gateway to drugs.
14 NEWS
he majority of people in the UK (59.4%) drink just one

glass of water or less a day, and more than 80% of the
population (81.8%) drink no more than two glasses a day.
This is according to new findings
revealed at the UK Bottled
Water Conference hosted
by Zenith International in
collaboration with the Natural
Hydration Council.
The findings, produced by
Kantar Worldpanel, also
revealed that fewer than one
in 250 people in the UK meet

their total daily fluid needs
with water.
Official NHS guidance suggests
adults should drink 8-10 200ml
glasses of fluid a day. While all
fluid counts towards this target,
water is one of the healthiest
ways to hydrate as it contains
Coca-Cola HBC achieves double

win for sustainability efforts
oca-Cola HBC has been awarded an A rating by the

Carbon Disclosure Project (CDP), and a place in the
CDP Global Climate Performance Leadership Index 2014.
This is a further achievement
for the company as it has
also recently been named
the global industry leader
among beverage companies
in the 2014 Dow Jones
Sustainability Indices
(DJSI). This is the seventh
consecutive year that CocaCola HBC has been included
in the indices, and for the
first time this year it leads
the World and European
indices.
CDP is a not-for-profit
organisation that provides
the only global system for
companies to measure,
disclose, manage and
share vital environmental
information, motivating them
to disclose their impact on the
environment
and take action to reduce it.
This year, CDP has also
upgraded Coca-Cola HBC to
an A rating (from last years
B rating) and awarded the

company a place in the UKs
FTSE 350 Leadership Index,
in addition to its place in
The A List: Global Climate
Performance Leadership
Index, which for the first time
looks at all climate leader
companies around the world,
not just the global 500
companies.
Coca-Cola HBC CEO Dimitris
Lois, said: We are delighted
to be recognised as an
industry leader by these two
benchmarks of corporate
sustainability performance.
Our substantial improvement
this year in the DJSI, and
our rating upgrade from B
to A by CDP demonstrate
that sustainability is at the
heart of our business, and
these two awards are a firm
endorsement of the good work
we are doing.
For more on this story,
visit www.foodbev.com
NEWS 15
no calories or sugar.
Professor Tom Sanders,
professor emeritus of nutrition
and dietetics, Kings College
London and advisor to the
Natural Hydration Council, said:
Weve got out of the habit
of drinking water. If people
swapped drinks containing
sugar and alcohol with water,
it would have a positive impact
on the nations health.
Nutritional Insight founder and
Natural Hydration Council
Dml5050 | Dreamstime.com
60% of UK population drinks just

one glass of water a day
adviser Dr Emma Derbyshire,

said: Its surprising that more
people arent opting for water to
keep them well hydrated. Water
is extremely beneficial for the
human body. It carries nutrients
to cells, helps to remove waste
products from our major organs
and helps to regulate our bodys
temperature. As well as being
important for health, water
is also calorie-free.
For the latest news, updates and innovations, visit
FoodBev com
Chocolate in drinks
10 chill out facts on chocolate
1. The smell of chocolate

increases theta brain waves
which trigger relaxation.
2. White chocolate
technically is not chocolate
as it contains no cocoa solids
or cocoa liquor.
3. It take 450 cocoa beans to

Muscle building protein
make 450g (1lb) of chocolate.
Aiming at everyday athletes wanting to stay in

shape and build lean muscle, Rockin Refuel Lean
Builder from Shamrock Farms (US) is made with
real milk for an excellent source of natural protein.
It provides 20g high quality protein with only 8g
carbs and 6g sugar, is lactose free and contains
nine essential nutrients found in milk including
calcium, vitamin D and potassium.
chocolate cookie sold it too

Nestle Toll House in exchange
for a lifetime supply of
chocolate.
Cow Cow dark and white

This is the first premium chocolate
milk made with real melted chocolate
and organic wholemilk. Cow Cow from
Cow Cow is free from emulsifiers and
additional flavouring.
It comes in two variants: Dark Chocolate
with a high cocoa content and White
Chocolate with bourbon vanilla.
Grab and Go decadence

Using the slogan Grab and Go decadence
Cold Stone Creamery Milk Shakers deliver
an age old treat for a new age lifestyle.
The flavour profile is thick, creamy and
authentic and the packaging is easy to
open, convenient and retro stylish.
4. The inventor of the
5. M&Ms were invented

in 1941 for soldiers to enjoy
chocolate without it melting.
6. US chocolate magnate
Milton Hershey cancelled
his trip on the Titanic due
to urgent business matters.
7. Eating dark chocolate

reduces the risk of heart
disease by one third as
Plant based
chocolate milk
A plant based milk
alternative, with no
additives or preservatives.
Rebel Kitchen Chocolate
Mylk is gluten
free dairy-free,
lactose-free,
and contains
no refined
sugar.
the antioxidants help reduce

blood pressure.
8. Chocolate has an
antibacterial effect on the
mouth and protects against
tooth decay.
9. In 2010 1.8 million

children ages 5 to 17 were
forced labourers on cocoa
farms across the Ivory Coast
and Ghana. 40% were not
enrolled in school and only
5% of them were paid to work.
However Cargill and the IFC
has invested $2.5 million in
a business skills programme
for farmer co-operatives
benefiting more than 60,000
smallholder farmers and their
communities.
10. Fairtrade certified

chocolate says that no forced
abusive child labour is used,
but Fairtrade chocolate
represents less than 1% of the
$66 billion chocolate market.
Chocolate
bar energy
Manufacturer
Mars Drinks
has created a
number of sweet
treat options
such as this
Snickers drink,
reminiscent of the
chocolate peanut
bar - known for
its energy giving
properties.
Chocolate coconut milk

A tasty and nutritious dairy alternative, Chi Chocolate Coconut Milk is made
using high quality coconut cream blended with the fine cocoa. It has added
chicory fibre (known as inulin) making this a prebiotic that aids in digestion.
Chi Chocolate Coconut Milk is relatively low calorie with 194kcals and 13.1mg
calcium. One cup of coconut milk contains protein, good fats, fibre, vitamins B,
C and E and is a rich source of potassium, selenium, calcium and iron.
For more news

and innovations
visit
www.foodbev.com
16 INGREDIENTS
Courtesy of FACTslides.com
Chocolate has been popular since the days of the

Aztecs when it was drunk as a fortifying beverage
before battle. Right now it is seeing a resurgence,
particularly in protein drinks for sports endurance
and recovery and as a luxurious indulgence - in
contrast to the calorie counting occurring in other
food areas. Claire Phoenix looks at the latest
chocolate enriched beverage launches and how
they meet current consumer needs.
Coconut and chocolate
And for kids . . . low Gi coconut sugar
Designed as a good post work out drink or mid

afternoon energizer, Jax Coco Chocolate from
Jax Coco (UK) contains 100% pure coconut
water - known for its hydrating properties. The
drink also contains low Gi coconut sugar, natural
coconut cream and cocoa powder. Naturally
isotonic, it contains the 5 essential electrolytes
making it a healthy chocolate milkshake.
Great for lunchboxes, Jax Kidz from Jax Coco (UK)

is a youthful, fun take on pure micro-filtered coconut
water. Each 110ml pack has zero added sugar and no
additives or preservatives. Naturally free from fat,
gluten and cholesterol it has less than 50 calories per
pack and 70% less sugar than apple or orange juice.
The chocolate content is made using low Gi coconut
sugar.
Coco Libre Protein

Made with organic coconut water
and Dutch cocoa to create the
optimum protein blend of milk and
whey protein isolate. With 20g of
protein and no added sugar, Coco
libre chocolate protein coconut
water is low in fat, contains 20g
of protein, has four electrolytes,
22 vitamins and minerals, and yet
only 140 calories.
G puds move into drinks

UK-based Crediton Dairy has partnered
with premium desserts brand G to launch,
a new range of ready-to-drink hot chocolate
drinks. Available in Chocolate, Salted
Caramel and Mocha flavours, the new line
is packaged in 750ml cartons. This launch
marks the first time that G has entered
into a brand licence agreement.
Commenting on the launch, Crediton Dairy
head of sales & marketing Nick Bartlett
said: Specifically created to meet the
growing demand of consumers that want to
treat themselves to a premium, caf style,
hot chocolate at home, the G range will
bridge the gap between traditional and
tired ambient hot chocolate powders and
the dynamic, fast growing fresh flavoured
milk market where chocolate is the most
popular flavour.
We have followed the rigorous G
product development process, which
includes independent consumer
sensory testing and
believe that the
new range
of G hot
chocolate
drinks will
be the best
ready to drink
hot chocolate
drinks in the
market.
An intriguing TWIST for beverage

With the OPTIMA CFL machine series, Optima Consumer offers
machine solutions for the production of Functional Closures
in a consistently automated process. The monoblock
machine allows integration of the required number of
machine functions: The dosing system for the ingredients,
assembly functions for the various components, and as
supplementary functions a sorting or density control.
Special priority is attributed to the precision of the
manufacturing process of the closures.
OPTIMA CFL
The machine solution for functional closures!
OPTIMA consumer GmbH | 74523 Schwaebisch Hall | Germany

info@optima-consumer.com | www.optima-consumer.com
Member of
Beauty elixir
. . . from Elle Macpherson

Super Model Elle The
Body Macpherson
launched her Super
Elixir drink in May
- a powdered drink
of bioavailable super
greens. Including
alkalising super
greens, Chinese
herbs, and the
maitake mushroom,
Elle claims that just
10g of the powder,
taken daily in water
or juice, provides all
the vitamins, minerals
and trace elements
a body needs. Claire
Phoenix asked Elle
about the functional
ingredients and her
approach to healthy
living.
What prompted the launch of

Super Elixir?
Travel, work, stress and growing
older affected my body and spirit.
Like we all do, I often lacked
energy and inspiration. So I
wanted to find out how I could
optimise my wellbeing both inside
and out. This led me to Dr Simone
Laubscher, who specialises in
disease prevention and age
management. From the first time
I started having alkalising greens
under the guidance of Dr Simone,
I was so impressed by the impact
they made on my wellbeing.
Every aspect of my everyday
life feels easier as a result of my
body functioning better, because
it is balanced and my nutrition
is more complete. In fact, now if
I leave home without my green
drink in the morning, I turn and
go back - my body actually
craves it.
What is the target
market/demographic?
the super elixir is aimed at

men and women of all ages and
indeed we find our following goes
right across the board. Anyone
looking to boost their nutritional
profile and feel energised and
healthy throughout their busy
lives has taken a liking to the
product.
In regards to sales, we launched
in the UK in May and the Super
Elixir was an instant hit in
Selfridges, selling out many
times. Now in the US, consumers
are picking up on Elles health
and wellness messaging and this
is quickly becoming our strongest
region. The first year has
exceeded expectations and the
feedback is extremely positive.
The Super Elixir supplement
drink can be used daily, by men
and women of all ages including
children over the age of 15 in
conjunction with a balanced diet
and an active lifestyle to improve
wellness and vitality. Pregnant
women should only use it under

medical or dietetic supervision.
What does it contain and how
do these ingredients work?
The Super Elixir by WelleCo is
a highly specialised blend of
alkalising greens with a balance
of 45 key ingredients with
vitamins, minerals and trace
elements to assist wellness and
vitality. The original powder was
developed in calculated ratios by
Dr Simone Laubscher. She is one
of the worlds leading nutritional
experts and disease prevention
specialists.
In terms of the ingredients, these
are designed to support healthy
nutrition at a cellular level and
the optimum function of all 11
systems of the human body; the
digestive, endocrine (hormonal),
integumentary (hair, skin &
nails) circulatory and nervous
systems. Made to the highest
quality, ingredients are treated
specifically to allow the nutrients
to remain alive (bio-live) and

derived from whole foods, to
be absorbed and useful to the
cells of the body. These premium
ingredients are treated gently so
that the nutrients remain intact
and useful to the body.
Full ingredients list

Certified organic barley grass1,
certified organic wheatgrass1,
pineapple1, apple1, certified
organic alfalfa1, spinach1, goji
berry1, apple pectin, fructo
oligosaccharides (FOS),
l-Glutamine, linseed meal1,
psyllium husk1, lemon1, lime1,
beetroot1, carrot1, natural
pineapple flavour, natural
lime flavour, xylitol (sweetener),
Aa1, Pomegranate1, Calcium
citrate, papaya1, lactobacillus
acidophilus, bifidobacterium
bifidum, bifidobacterium
lactis, bifidobacterium longum,
certified organic spirulina1,
broccoli1, grape seed extract1,
kelp1, magnesium citrate,
18 COVER STORY
www.beneo.com
Matching todays expectations.

Functional carbohydrates for weight
and energy management.
Todays consumers are aware of the direct link between nutrition and their overall fitness.
For many, this starts with active weight management. Using products containing Beneo
Isomalt helps them avoid unnecessary calories. others seek to better maintain their energy
levels. Palatinose uniquely contributes to keep them going during their sport activities
or on busy days. Beneo functional carbohydrates answer all these individual needs in a
balanced, low glycaemic way. Meet the next generation of smart carbohydrates.
Beauty elixir
milk thistle extract,
eleutherococcus senticosus
extract (siberian ginseng), zinc
gluconate, dandelion leaves
extract, maitake mushroom
extract, shitake mushroom
extract, green tea extract,
turmeric1, aloe vera1, horsetail1,
sweetener (steviol glycosides),
copper gluconate, beta carotene,
d-biotin, selenium methionine,
powdered form1.
In which countries does it sell
right now and where do you
hope to expand next?
It is internationally available
in all countries, including
Germany, Sweden, UK,
Australia, America. It can
also be purchased directly
from www.welleco.com.
The Beauty from within

concept was barely accepted
ten years ago - at Beverage
Innovation we feel from
the number of new product
launches in this sector that
consumer views on this idea
have changed dramatically.
What is your view of this
sector?
Theres so much discussion
around health and fitness but
what I really aspire to is wellness.
Its not something you achieve
simply through going to the
gym, using expensive creams
or speaking to a therapist. Its a
feeling of balance and strength
that originates from within.
For years though, I wasnt
achieving this feeling of wellness.
I was taking vitamins and
powders. I tried alternative
medicine, acupuncture,
reflexology.
Im a pescatarian, I don't
drink, do drugs or smoke, so
thought what else can I do? I
wasnt unaware of wellness but
something wasnt working for
me and I told my doctor: I don't
feel great. She told me my
body was acidic, it was down to
stress, travel and lack of sleep.
We are so pleased with the
reaction to this supergreen
blend. This in-demand product,
in a 300g caddy, is currently
available in Selfridges and hit
the shelves of David Jones in
the UK in August. No doubt
there will be health addicts
lining up for a taste, but
the supermodel body is not
guaranteed.
How do you drink it on a
daily basis?
My favourite way to take The
Super Elixir is straight up, in
water - or for something more
substantial, in almond milk. I
usually take it in the morning.
In summer it is great in coconut
water. If I am super busy, I mix
it in water in a shakeable bottle
and drink on the run.
Is Super Elixir just the start

of a range - do you have
more formats in mind?
There are two really key
products that Dr Simone
believes in and have an
enormous benefit on peoples
everyday lives. We will be
releasing the second one in
May 2015. Consumers and
retailers will be able to see
more information on this
second release at welleco.com
early next year.
What type of promotional
events have you held
and what has been the
response?
In the UK we held launch events
in May 2014 at Selfridges,
London and Manchester. Both
were a huge success and I
was in both stores talking to
customers; with Dr Simone
offering expert advice and
insight on how the Super
Elixir was developed.
After the event, press and
customer feedback was
extremely positive and
Selfridges proceeded to sell
out of the elixir twice over
with sales continuing to be
very strong.
1Certified organic by the ACO and USDA. Gluten Free
20 COVER STORY
Demand for functional ingredients continues

to grow and the condition-specific trend,
sports nutrition, and healthy ageing are just
some of the dynamic areas that are driving the
increasing interest in functional beverages, as
Beverage Innovation discovers.
Formulating trends
Dr Russ Hazen
Fortitechs dosing cap
ortitech Premixes, North America, premix innovation

manager Dr Russ Hazen, discusses the latest trends
for formulating with functional ingredients.
What are the latest trends
in the use of functional
ingredients in soft drinks?
Demand for condition-specific
ingredients is still quite strong.
Boomers - the largest single
consumer demographic - are
embracing the concept of healthy
aging and are interested in
products that address a myriad
of issues such as cardiovascular
health, bone and joint health,
cognitive function, energy, weight
and blood sugar management,
just to name a few.
Sports nutrition is also definitely

a category that is opening up,
probably as a result of increased
awareness surrounding personal
health and the long term overall
benefits that participation in
sports and exercise can have
on general wellness. In the
past, the majority of consumers
that were looking for sports
nutrition products were people
like bodybuilders and dedicated
athletes. Now, the average
person is interested in developing
a healthy regime. Mainstream
media has done a great job with
increasing awareness around the
benefits of protein, for instance.
This is an ingredient that
has always had interest
among body builders, but
its also of interest to those
looking to manage their
weight due to its ability to
induce satiety, and also
of interest for older
consumers looking to
maintain muscle mass.
As consumers begin to eat
smaller portions throughout
the day and focus less on
meal occasions, nutrient-
rich snacks are helping to provide

the necessary nutrition.
Which soft drinks categories
are seeing most growth?
Dairy-based beverages already
come with their own healthy halo
thanks to dairy itself. Adding
Omega-3 fatty acids is a regular
request that we receive. It is
also common to see the protein
content of these beverages
boosted with the addition of a
protein concentrate or wheybased isolate, for example.
Another common trend is of fruit
or vegetable juice-based products
incorporating a combination of
dairy and/or vegetable proteins.
For traditional carbonated
beverages, the addition of herbal
or botanical ingredients like
ginseng, ginger, and turmeric
is a way of incorporating both
health benefits and novel flavour
experiences. More small scale
or craft brands are coming onto
shelves and these small companies
are quick to tap into the trends.
What are the most exciting

new functional ingredients?
Theyre not so much new, but
I would say that, in no particular
order, protein, fibre and Omega-3
fatty acids are hot in numerous
condition-specific formulations.
Protein, for example, is being
used in products that promote
muscle development as well as
in products targeting weight
loss, due to its ability to help
induce satiety.
There are a number of new
technological ingredients offering
new opportunities, such as
microencapsulated fat soluble
items like vitamin E that can now
result in transparent beverages.
A number of new ginseng or
curcumin products offering
greater solubility or biovailability
are now available for beverage
applications. Many of these
materials come at an increased
cost, so it is important to target
them at those products that can
be marketed at a premium.
SPECIAL REPORT 21
Dairy and pea proteins
Wheatgrass goodness
All the goodness of wheatgrass
without the bitter after taste
and grittiness has been
captured in effervescent
wheatgrass tablets by the
Scottish-based company
Nutrifiz, which was set-up at
the beginning of this year.
Nutrifiz effervescent wheatgrass
tablets, with a hint of
real lemon extract, are
packed with vitamins,
minerals and plantbased antioxidants to
be added to water to
create a fizzy beverage
for nutrition on the go.
They contain vitamin
A, vitamin C, iron, zinc,
INRA scientists in the

Research Unit on Biopolymers
- Interactions and Assemblies
(BIA), in partnership with the
companies Roquette and
Ingredia, have studied the
interactions between animal and
plant proteins and developed a
process which, by modulating the
physicochemical conditions of
the medium (modification of pH,
high-pressure homogenisation)
can obtain an assembly of dairy
proteins and pea proteins.
This assembly has a neutral

taste and displays improved
solubility, better performance
in suspension and a coagulation
potential that is superior to a
simple physical mixture of the
two ingredients.
Tested in a variety of dairy
applications, this assembly could
also be used in most other food
production sectors including
beverages. The development
is patent-pending.
The growth of nutraceuticals
n a report produced by the organisers of Fi Europe and

Hi Europe, Global Industry Analysts (GIA) projects
that the global market for nutraceuticals will be worth
$243 billion by the end of 2015; and by the end of 2018,
that figure is projected to stand at $250 billion.
The market has demonstrated
consistent growth since the
recession hit, according to
GIA. Moreover, the trend
shows no sign of slowing
down. But at the same time
demand begets demand - as
more nutraceuticals enter
the market, consumers are
becoming more and more
educated about the benefits
of different ingredients.
Nutrients such as proteins
specialised functional
ingredients are expected to

stay at the forefront.
In 2011, worldwide demand
was projected to rise at a
rate of 6.7% a year to 2015.
But among ingredients,
natural substances such as
herbal and botanical extracts
and animal or marine-based
derivatives such as Omega
oils are forecast to grow
by 8.9% annually, while
vitamins and minerals will
expand by 6.2%.
copper and selenium to support a

healthy immune system; vitamin
E, vitamin B2, manganese
and selenium for antioxidant
protection for the bodys cells;
and vitamin B2, vitamin B3,
vitamin B5 and iron to increase
energy levels by reducing
tiredness and fatigue.
Aids faster recovery

Arlas Lacprodan Hydro.365,
whey protein hydrolysate,
reduces recovery times for
sports enthusiasts from
days to hours. Developed for
endurance sport enthusiasts
- such as runners, cyclists and
triathletes - Hydro.365 offers
a particularly high degree of
hydrolysis. As a result it is
more easily absorbed than
intact whey proteins
because most of it
has already been
broken down, or
pre-digested, into
amino acids and
smaller short-chain
peptides.
Arla Foods Ingredients business

development manager for
health & performance nutrition
Lindsey Ormond said: Our
high quality whey protein
solutions address a wide range
of nutritional needs and health
concerns. Hi Europe will offer
the perfect forum for us to
share these advancements
with the industry.
This promotes much

faster recovery
after a workout in
comparison with
standard whey
proteins, according
to Arla, which will
focus on the use
of Hydro.365 in
beverages as well as
bars and gels at Hi
Europe in December
(see p24).
22 SPECIAL REPORT
Pack Expo International 2014

A vast range of packaging professionals
gathered in Chicago, from 2-5 November, to
visit Pack Expo International 2014, which is
one of the largest packaging and processing
trade shows in North America.
With preliminary figures

topping 48,600 attendees,
show owner and producer
PMMI anticipated recording
a 6.5% attendance jump
over the event held in 2012.
The four-day show covered
more than 1.2 million net
square feet of exhibit space
in McCormick Place with
2,352 exhibiting companies
- an increase of more than
19% from 2012.
Pack Expo International

2014 was definitely a
success, said PMMI senior
vice president Jim Pittas.
Exhibitors sold machines
right off the show floor and
collected high quality leads
from the steady flow of
attendees.
Pre- show registration
was well ahead of 2012
figures and the exhibitions
adjoining Pharma Expo

event, which PMMI produced
in partnership with the
International Society
for Pharmaceutical
Engineering (ISPE), clearly
contributed to the surge in
attendance, with twice as
many attendees identifying
their primary or secondary
markets as pharmaceutical.
Exhibitors begin planning
their strategy for the
next Pack Expo almost

immediately after the close
of the previous years show,
and they need to know theyll
get a strong return on their
investment, said Pittas.
The success of the inaugural
Pharma Expo proves the
strength of the Pack Expo
brand across all vertical
markets and reinforces the
industrys view of Pack Expo
as the pre eminent North
American packaging
and processing show.
Your event
If you have a diary
event you wish
to publicise,
send details to:
claire.phoenix
@foodbev.com
EVENT REVIEW 23
Hi and Ni Europe
Tapping into healthy ingredients, 2-4 December
roviding a showcase for all things healthy, plus functional

and nutraceutical, Health ingredients Europe 2014 and
Natural ingredients returns to Amsterdam, 2-4 December.
the companys naturally derived

ingredients can be used to make
the most of the growing demand
for sugar reduced formulations.
Hi Europe and Ni will be the global

meeting place for buyers and
sellers in the worldwide health
and wellness ingredients industry
in December, when ingredients
and solutions for food and drink
formulation and reformulation,
dietary supplements,
Nexira will be presenting its

flagship brand Exocyan, a
cranberry extract standardised in
polyphenols (proanthocyanidins
- PACs), which are recognised
for their benefits in preventing
urinary tract infections. Nexira is
expanding its range with a highly
purified extract standardised in
70% of PACs.
nutraceuticals, organics, and

packaging and processing will be
on show.
Hi Europe 2014 and Ni promises
over 500 health and wellness
suppliers in one location, all
offering solutions for innovative
beverage applications; and attracts
a global audience of over 8,000
attendees from the health and
natural ingredients industries.
Among the top names taking
part on the exhibition floor, ADM
will demonstrate its extensive
range of functional ingredients
including its cost-effective
functional soya protein products
Textura and Clarisoy along with
its line of high quality lecithins,
versatile phytosterols and natural
antioxidants.
SternVitamin
The Power of Less is the theme

for the Beneo stand, where
it will highlight the potential
that ingredient reduction and
replacement presents to beverage
manufacturers, including how
Exocyan is available in organic

grades and in soluble and insoluble
forms. It is adapted and suitable to
most dosage forms. Nexira will also
offer visitors a fibre shot during the
show to demonstrate the prebiotic
benefits of Fibregum, and its great
solubility in functional beverages
for fibre fortification
A wide range of functional
and nutritional natural-origin
ingredients will be shown in
innovative application concepts
on the Roquette stand which
has been designed to reflect four
themes - one in each corner
of the stand: Think Balance
for better-for-you solutions;

Keep in Shape for weight
management solutions; Maintain
Strength for muscle mass
maintenance solutions; and Make
the Difference for innovative
nutraceuticals and toothfriendly
sweet solutions.
SternVitamin will demonstrate
its tailor-made micronutrient
premixes for innovative lifestyle
drinks, such as brainpower,
mind calming and beauty,
which are based on prevailing
trends. The new Mind Calming
beverage premix, for instance,
is designed to be part of a
supportive lifestyle diet and helps
the consumer to relax in hectic
situations. Besides selected B
vitamins and vitamin C, the premix
contains plant extracts from elder
and balm. The polyphenols and
anthocyans contained in elder
help to relieve stress and promote
mental and emotional wellbeing,
while balm extract has a soothing
effect in stressful situations
and at the same time increase
alertness. It is also said to have
a favourable influence on mood
and assist memory.
24 EVENTS
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Our pomegranate concentrate

makes everything W nderful.
World Beverage Innovation Awards

Sponsored by
Associate sponsors
Celebrating excellence
in beverage innovation
The World Beverage Innovation Awards@BrauBeviale
sponsored by Rexam - attracted 325 entries in 26
categories from 40 countries. Finalists and winners were
announced at a special event during BrauBeviale in
Nuremberg, Germany, on 12 November (see also page 37
for the reviews).
For more information on the finalists and winners shown in
this feature, please refer to the enclosed Showcase Magazine.
An international judging panel of 12 experts in packaging,
ingredients, new product development and marketing.
Galleries of
photographs taken at
the awards ceremony
and at BrauBeviale
can be viewed on
www.foodbev.com
and on FoodBevs
Flickr channel.
Movies taken from
the presentations
given during the
awards ceremony,
featuring all
of the entries,
finalists and winners
can be viewed on
FoodBev.com and
YouTube. Readers of
our digital edition can
view them here.
The awards presentations can be viewed online
26 EVENTS
@BrauBeviale
Best sparkling beverage
FINALISTS
Sparkling Berrywhite
BionO Le soda Bio

100% Naturel
from Berrywhite Limited (UK)
Celsius
Sparkling
Cola
from
Celsius
(USA)
from BioneO SA
(Switzerland)
Veri
from The Veri Soda
Company (USA)
WINNER
HIGHLY COMMENDED
Nudie & soda

from nudie Foods Ltd (Australia)
Best juice or juice drink
Category sponsored by
Cold Pressed Juice

with Living Probiotics
FINALISTS
from Garden of Flavor (USA)
Plenish
from Plenish (UK)
Suavva
from Suavva (USA)
WINNER
Aloha Goodness
Best functional drink
from Appy
Food & Drinks (UK)
FINALISTS
DermaGlo Skin
Health Drink
from Future
Nutrition
(Ireland)
Cold Pressed
Juice with Living
Probiotics
from Garden
of Flavor (USA)
Nuwi Quinoa Snack

from Food For Next
Century - Nuwi (USA)
Springwave
from
Algama
(France)
WINNER
Arla
Protino
from Arla
Foods
(Denmark)
Chimp
Food
from Chimp
Food (USA)
EVENTS 27

Best sports or fitness drink
FINALISTS
Teapigs matcha super

power green tea drink
fromTeapigs (UK)
WINNER
Beet It
Sport
shot
from
James
White
Drinks (UK)
Little Dragon
Extreme Pre
Workout
SOS
from Future
Nutrition
(Ireland)
from SOS
Hydration
(UK / USA)
Celsius
Flo
Fusion
Rockin Refuel
Lean Builder
from
Celsius
(USA)
from Shamrock
Farms (USA)
Best dairy drink
FINALISTS
Cow Cow
from
Cow Cow
GmbH
(Germany)
WINNER
Landessa Chai
Latte (Classic &
Rooibos Vanilla)
from Ennstal Milch
KG (Austria)
Meiji Aroma
Rich Milk
Yazoo Yogurt
Smoothie
from Meiji Co.,

Ltd (Japan)
Best childrens drink
from Friesland
Campina
(The Netherlands)
Naturelly
FINALISTS
from
JeleJuice Limited
/ Multiply UK Ltd (UK)
WINNER
Dr. Antonio
Martins Kids
coco
from Green Coco
Europe GmbH
(Germany)
I Mune Nurture fruity

water - What Parents
Want / What Kids Need!
from Mune Health (UK)
Giraffe Raw
Smoothies
from AJIZ
Group
(Lithuania)
HIGHLY COMMENDED
A Little More Vitamin D
from More Drinks (UK)
28 EVENTS
@BrauBeviale
Best packaged water
Sponsored by
Beverly Hills 9OH2O
FINALISTS
WINNER
from Beverly Hills Drink

Company (USA)
Harrogate - The Diamond Bottle

from Krones AG + Harrogate Spring
Water (Germany)
Tibet
5100
from Tibet
5100 Water
Resources
Holdings
Ltd
(Hong
Kong)
Aqua Carpatica
from Carpathian
Springs SA
(Romania)
New Diamond
glass bottle for
Harrogate Spring
Water
from Ardagh (UK)
Best premium or adult drink
FINALISTS
Hopt clean soda
WINNER
from Lion Dairy & Drinks

(Australia)
NOA
Relaxation
Cold Pressed Juice

with Living Probiotics
VO|CO
from VO|CO
(USA)
from NOA
Potions AB
(Sweden)
WKND
from
CactusGroup
(Denmark)
Best ready to drink coffee
FINALISTS
The Coffeebrewer
Soypresso
Nescaf Shakissimo
from Growers Cup /

Coffeebrewer Nordic
A/S (Denmark)
from Nestl (Switzerland)
from Hofgut
Storzeln GmbH
(Germany)
Blue Bottle New Orleans

Iced Coffee
from Pearlfisher (USA)
WINNER
EVENTS 29

Best ready to drink tea
Redefining Natural
FINALISTS
from Zone 8 Beverages (USA)
Teasy
from Honesty Foods Ltd (UK)
WINNER
Tao Pure Infusion
from Tao Drinks (Belgium)
Teapigs matcha super

power green tea drink
from Teapigs (UK)
Best new beverage concept
FINALISTS
Nuwi Quinoa Snack

from Food For Next Century - Nuwi (USA)
New Concentrate
Dispensing
Solution
WINNER
from Aptar
Food+Beverage
(France)
Kinohimitsu
Collagen Men
Drink
from Kino
Biotech Pte Ltd
(Singapore)
Suavva
from Agro Innova Co
FINALISTS
Biryt Energy Malt Beverage
(0.0% Alc)
from Biryt S.A (Lebanon)
The
Coffeebrewer
and Teabrewer
from Growers
Cup /
Coffeebrewer
Nordic A/S
(Denmark)
Beautydrink
from beautyin
(Brazil)
30 EVENTS
@BrauBeviale
Best new brand or business
Sponsored by
FINALISTS
Cold Pressed Juice with Living Probiotics
Plenish
from Plenish (UK)
WINNER
Stur drinks
Veri
FINALISTS
from The Veri Soda Company

(USA)
Orwells
Amaretto
flavoured
Cider
from Stur Drinks Europe

(Switzerland)
MilkSplash from S&D Beverage Innovations (USA)
from SHS
Drinks Division
(UK)
Best brand extension
FINALISTS
RC Cola Neo
WINNER
Bhakti Chai Artisan

Dry Tea
from Bhakti Chai (USA)
from Royal Crown

Cola International
(USA)
FINALISTS
Coca-Cola
Life
Coco Libre
Protein +
Coconut Water
from
Coca-Cola
Enterprises
(UK)
from Maverick
Brands, LLC
(USA)
Robinsons Squashd
from Britvic Soft
Drinks (UK)
Vita Coco Kids

from Vita Coco (UK)
EVENTS 31

Best beverage ingredient
FINALISTS
Suavva
Litesse
polydextrose
- weight
management:
helping to enhance
satiety and reduce
energy intake
WINNER
from Agro Innova Co

- Suavva (USA)
from DuPont
Nutrition & Health
(UK)
Less sugar and great taste? We help

you to bring out the best of sweetness:
Sensient
APSS
natural
flavorings
FINALISTS
CreaOne
from
Sensient
Flavors
(Germany)
Baobab
from Refriango (Angola)
ViaTech
from Cargill (USA)
from Future
Nutrition (Ireland)
Sweet
innovations in
stevia-based
sweeteners
ENTER
Lassi
from engro foods (Pakistan)
Best packaging design or label
FINALISTS
Ink
The Coffeebrewer
by Growers Cup
from Growers Cup
/ Coffeebrewer
Nordic A/S
from Printer &

Long (Norway)
WINNER
ubrwka Special
Edition Shrink
Sleeve (French
Edition)
The San Benedetto

T-Surf
from Acqua Minerale San
Benedetto spa (Italy)
from Masterpress
S.A. (Poland)
Tetra Top with Separable Top

from Tetra Pak (Sweden)
32 EVENTS
@BrauBeviale
Best closure
Sponsored by
FINALISTS
Bio-based
from Tetra Pak (Sweden)
WINNER
SnapQuick - a
new lightweight,
convenient reclosing
device on Ecolean
family size packages
from Ecolean AB
(Sweden)
SipSmart
Cap
Healthy
Hydration
System
from
SipSmart
Cap (USA)
from LiveWell
Water (USA)
Best bottle in PET
FINALISTS
Robinsons Squashd
WINNER
from Britvic Soft Drinks (UK)
Sidel
PET Beer
Bottle
from Sidel
(UK)
Devin
from P.E.T.
Engineering
(Italy)
Zhuoma Spring
Collapsible 12L PET
bottle
from Tibet Highland
Natural Water Ltd (China)
HIGHLY COMMENDED
12g bottle
Light &
Safe
from GEA
Procomac
S.p.A. (Italy)
BottLess
- PET Still
mineral water
bottle: 1.5
liters at 17.5
grams
Sidel
RightWeight
water bottle
in PET
from SIPA
(Italy)
from Sidel
(UK)
Eco-Air
Prism
Bottle
from
Niagara
Bottling
(USA)
EVENTS 33

Best bottle in glass
Original Premium Tonic Water
FINALISTS
from BA Vidro (Portugal)
WINNER
Bombay
Sapphire
Laverstoke Mill
Limited Edition
gin bottle
from Ardagh
Group & Webb
de Vlam (USA)
Diamond
bottle for
Harrogate
Water
Absolut
Originality
from Ardagh
(UK)
from Ardagh
Group (USA)
Best can or alubottle
FINALISTS
WARSTEINER range
alu bottles
from Ardagh Group (USA)
WINNER
Louis XIV Energy

from Louis XIV Energy
(UAE)
Tao Fruity
Natural
Energizer
from Tao
Drinks
(Belgium)
Best carton or pouch

Tetra Top
Separable Top
from Tetra Pak
(Switzerland)
FINALISTS
WINNER
Ecolean Air
Aseptic Clear
The Coffeebrewer
by Growers Cup
from Ecolean
AB (Sweden)
from Growers Cup

/ Coffeebrewer
Nordic A/S
(Denmark)
PurePak
Sense
from
Elopak
(Norway)
34 EVENTS
@BrauBeviale
Sponsored by
Best technology innovation
FINALISTS
Packetto
Solutions
NuLabel Technologies
from NuLabel Technologies
(USA)
from OCME
srl (Italy)
Zhuoma Spring
Collapsible 12L
PET bottle
WINNER
Sure Chill
from Tibet Highland
Technology
Natural Water
Ltd
(China)
from The
Sure Chill
Company
(UK)
Krones DecoType
from Krones AG
Best manufacturing or processing innovation

HyPET HPP5
from Husky Injection
Molding Systems (Canada)
FINALISTS
Nitro
Hotfill
from
KRONES
AG
(Germany)
WINNER
Ionized Air System

by Paxton Products
Zhuoma Spring
Collapsible 12L PET
bottle
from Paxton Products

(USA)
from Tibet Highland

Natural Water Ltd (China)
Best health or hydration marketing campaign

FINALISTS
Drink Alarm App

from watercoolersdirect.com
(UK)
WINNER
Coca-Cola Wake
Your Body Loyalty
Program
Beer-In-Box System
from Carbotek Systems
GmbH (Germany)
Kinohimitsu
Freedom to Life
- 360-Degree
Approach
from Kino
Biotech Pte Ltd
(Singapore)
from Coca-Cola HBC

Hungary (Hungary)
H2Only
from RNLI
(UK)
EVENTS 35

Best brand marketing campaign or activation
less plast ic,
more savings
FINALISTS
NOW THATS REFRESHING
*Over 60% less plastic than our original bottle on average vs. our 1998 500mL bottle.
**Bottle and cap, where facilities exist. Product may not be recyclable in your area.
Now Thats Refreshing!

from Niagara Bottling (USA)
Evian - Live
Young January
from We Are
Social (UK)
Worlds first
WhatsApp Contest
- Amul Kool Display
WINNER
from Gujarat
Cooperative Milk
Marketing Federation
Ltd (Amul) (India)
The Friendly Twist

from The Coca-Cola Company
(Colombia)
Best environmental sustainability initiative

Revitalising wetlands along the
Upper Danube from The Coca-Cola
System and WWF-World Wildlife
Fund (Serbia + Montenegro)
Embedding sustainability
from farm to gate to enable
F&B industry to drive down
environmental impacts
WINNER
Eco-Air Prism
Bottle
from PureCircle (USA)
from Niagara
Bottling (USA)
PET
Packaging
Recycling
Calculator
app
FINALISTS
Heating neighbourhood homes
from waste heat at Ardagh Groups
Holmegaard plant in Denmark
from Plastic
Technologies,
Inc (USA)
from Ardagh Group (USA)
Best Corporate Social Responsibility report or initiative

WINNER
FINALIST
1,000 Paraguayan farmer

families supported
through Stevia
from PureCircle (USA)
Refriango gives
a new life to
schools
from Refriango
(Angola)
1,000 farmer families project (Paraguay)
36 EVENTS
BrauBeviale 2014
by Claire Phoenix
The opening ceremony of

BrauBeviale in Nuremberg,
Germany, included a thought
provoking presentation on
Samue Adams - one of the best
selling craft beers in the US - by
Jim Koch of The Boston Beer
Company. He was one of the three
Bavarian Beer Medal Winners (as
his hops are grown in Germany)
and he went on to explain his
success as a craft beer pioneer.
My first batch was just 240,000
litres and in fact that batch
failed, but I knew that premium
beer was the direction in which
we should be going. Of course
this is costly, so we made good
but inefficient beer. Even today

when we are making 5 million
hectolitres, in comparison to
the big brewers we are very
small and yet proud of it. Our
big claim is freshness. So much
beer today is not fresh. All too
often, beer is sold when it is
6 months, 8 months or even
a year old. At Sam Adams we
do not sell bottled beer older
than four months or draught
beer older than two months.
For us the craft beer industry
is about freshness, variety and
innovation.
mango, or pineapple. I always

say Embrace Chaos - it is often
the happy accidents that win
through. For instance, there are
now unusual flavoured beers
such as Cranberry Lambic and
Chocolate Bock that are doing
very well.
There are a myriad ways to

create new beers. For example
using new waters eg rose water.
The other way is to use new
fruit flavours such as lychee,
So it seems that despite the

economic crisis and cost cutting
almost everywhere, it is still
exceptional flavour that wins
through.
There are so many elements

that make up a beer: as brewers
we have more choices at our
fingertips than in any other area
of the food industry. From this
random process great things
have come.
raspberry cream confections

or lower calorie options such
as lemon, lime and mint - but
be warned if you drink them
too quickly you will suffer brain
freeze. Manitowoc is supplying
this super smoothie maker to
1300 Macdonalds stores in the
Advanced automation
for my style
of smoothie
Global ice and dispensing
specialist Manitowoc
(pronounced Man-ee-towwoc) already plays a major
James Benger and

Andy Daniels of Manitowoc
Petainer stand
role in the beverage industry,

supplying ice and chilling
machines to both Coca-Cola
and PepsiCo all over the
world. The companys new
super smoothie maker is based
on bag in box technology
The consumer can choose
from indulgent chocolate or
ND Mac Systems
NrnbergMesse
Craft beers - the great

taste phenomenon
NrnbergMesse
BrauBeviale, the three day exhibition for those in the beverage industry,
attracted 37,000 experts - 4,000 more than in 2012 - with 40% of
these being international visitors. With 42,781m2 of display space, it was
the biggest in the 50-year history of the event. In all, there were 1,133
exhibitors - both world market leaders and newcomers - presenting
sophisticated technologies, efficient logistics, high grade raw materials
and creative marketing ideas.
UK alone and apparently they

recouped the 16-1800 outlay
per machine in just six weeks.
A similar system but somewhat
simpler, with three PET
KeyKegs stored below a
Selbach Chiller has been
designed by NDMAC systems of
Brittany. Perfect for those who
want to sample craft beers,
wines or sodas, it ties into
RFID Smart Card technology
and also enables the beer
suppliers to keep an eye on
the refill situation as well as
supply promotions to their best
customers. Plastic keg Petainer
are also making great strides
in providing easy changeovers
for craft brewers while being
fully recyclable and yet saving
on transport costs. The future
of beverage automation? It
certainly looks like it.
EVENTS 37
BrauBeviale 2014
Water and
energy saving
Another automation launch
from KHS at the show, was
introduced by CEO Matthias
Niemeyer. This is the Innofill
Can DVD Canfiller. It uses
lower levels of oxygen and,
being driven by servo motors,
it requires no lubrication and
so the plant floor stays clean
and dry. The can plus rinse
process uses 30% less CO2 - it
was 2.8 bar and now just 0.4
bar - giving significant savings,
especially when at its maximum

capacity of 120,000 cans
per hour.
KHS were also keen to talk about
their Direct Print capabilities
offering 360 degrees in one
rotation and their Rotary Aseptic
Machine - already in use by
Turkish manufacturer Doganay.
It leaves the plant so clean you
can eat from the floor he joked.
Thats what BrauBeviale is all
about - superior automation
making business better.
KHS CEO Matthias Niemeyer and CSO Prof. Dr Johann Grabenweger
Beko stand
Mike Hughes of
Porvair Filters
Sharon Crayton
Ardagh
Diana White
Hanovia
Yeti booted girls for Ziemann
cooling and refrigeration
Coca Cola cans crushed

for recycling on the
Rexam stand
Jeff Sleebos with

his Sipsmart caps
Marc Bettinger
Ardagh Group
Designers visiting
BrauBeviale
Cups from E-proPLAST GmbH
38 EVENTS
by Andreas Exarheas
BrauBeviale day one: energy conservation
Dr Winfried
CAN SUSTAINABILITY
BE PROFITABLE?
How important is it to save energy
if youre a beverage manufacturer?
Very, if BrauBeviales thoughtprovoking energy lecture is
anything to go by.
The event attracted some of
the finest minds in energyconservation and outlined a
few of the largest problems
this industry needs to face. Dr
Winfried Russ of the Hochschule
Weihenstephan-Triesdorf
University of Applied Sciences
highlighted the rapid increase
of energy consumption from
1950-2014 and stated that our
current consumption rates simply
cannot be sustained. Dr Russ
even suggested that, by 2050,
our fossil fuel usage needs to be
reduced by around 40-70% and
that energy has to be conserved,
and used in a far more intelligent
manner, as quickly as possible.
ProLeiTs Michael Sembenotti
echoed Dr Russ points and
said that, with a rising global
population on the horizon,

beverage manufacturers have to
implement energy management
procedures. Mr Sembenotti
stated that energy usage needs
to be displayed, monitored,
reported and analysed, before it
can be altered, and showcased his
brands monitoring technology,
which gives consumers access to
their energy usage in monthly,
daily, weekly and even 15 minute
increments. These values can
also be compared and the
system allows users to determine
minimum levels of required
energy usage.
Mr Sembenotti also expressed
that one of the biggest problems
in the beverage industry was that
businesses have a tendency to talk
about fixing problems too much,
and nothing ends up getting
done as a result. I guess until this
institutional attitude changes, the
energy-saving push the planet
demands will have to wait.
Find out why were a trusted partner.

Visit sealedair.com/foodcare
FOOD SAFETY
OPERATIONAL
EFFICIENCY
BrauBeviale day two: PETarena 2014

Incorporating a vast
range of innovative
new PET products
and processes,
the PETarena at
BrauBeviale 2014
highlighted a few
of the latest trends
and developments
in the PET
beverage world.
Yes, when its the foundation of your business solutions!

At Sealed Air Food Care, our deeply ingrained approach
to food and beverage drives profitability through visionary
packaging and hygiene solutions throughout the value chain.
From decreased bacterial counts, to greater shelf life, to
optimized water and energy management, and reduced total
chemical and packaging costs, we empower businesses
with sustainable and profitable opportunities every day.
PETarena
SHELF LIFE
EXTENSION
BRAND BUILDING
EVENTS 39
Reg. U.S. Pat. & TM Off. 2014 Sealed Air Corporation. All Rights Reserved.
BrauBeviale 2014
GEA
Procomac
GEA Procomac was showcasing its

500ml Light & Safe bottle at the event,
which is manufactured for sensitive
products and weighs just 12g. With
traditional 500ml bottles for aseptic
filling usually weighing in at around 16g,
GEAs new design represents a 25%
weight reduction, as well as a reduced
carbon footprint and overall cost.
PET Engineering was also

displaying a variety of new PET
bottles at the arena, which are
specifically tailored to mimic
the form of glass. The brands
presence can be felt in the
alcoholic and water beverage
markets, and the popularity
of its glass-like PET creations
indicates that there is a real
potential growth market for
glass-mimicking PET in the
beverage field.
BrauBeviale day three:

packaging innovations
The Deutsches
Verpackungsinstituts Winfried
Batzke gave audience members
at Forum BrauBeviale an
insightful glance into the world
of packaging innovations, on
the final day of the Brau
exhibition.
In his revealing speech, Mr
Batzke highlighted a new cup, for
on-the-go food products, which
includes a fork that folds around
the lid of the container instead
of across. As a result, this
containers fork is longer when
fully extended, in comparison
to traditional fold-out fork
examples, and also features a
more rigid structure.
PET Glass
Another noteworthy product

Mr Batzke touched upon was
Cookies Bakerys crispy cookies,
which are individually wrapped

in newspaper-style round packs
that include stories about
cookies as on-pack graphics.
Student concepts were also
discussed, the most prominent
of which, in my opinion, was a
new type of apple packaging
which features a carry handle
and has the capacity to hold
four apples. This product allows
apples to be stacked and could
potentially eliminate the current
storage trend of apple bins,
which are prolific in many stores
around the world.
Other interesting containers in
Mr Batzkes lecture included a
keg that turns into a speaker
when it runs out of liquid, which
is perfect for mobile phones
and iPods, and a non-uniform
glass product for juice, which
is designed to be re-used for a
variety of different household
applications.
Diversey safety and hygiene at BrauBeviale
rewers, beverage bottlers, dairies and food processors around from the world visited the
Diversey stand at BrauBeviale to discuss food safety and hygiene needs. The companys
food programmes and products are designed to improve worker safety, increase operational
efficiency and support beverage brand integrity.
Diversey helps companies
optimise their manufacturing
operations and implement the
right solutions. Regulations
in food safety, as well as
company and environmental
regulations are met or
exceeded. Food & Beverage
products and services include:
Bottlewashing, Cleaning in
Place, Machine Warewashing,
Membrane Cleaning, Open
Plant Cleaning, AquaCheck,
Track Treatment, disinfection
and Cleaning equipment for
installations, and materials
for beer refinement.
Shorter rinse time

Dairy and beverage
processors have proved the
benefits of Enduro Power
foam cleaning technology.
This innovative range of cleaning

foams demonstrates up to 50%
less water usage, a reduction of
up to 33% in chemical levels and
a rinse time up to 50% shorter
than standard foams. Specifically
developed to meet the tough
hygienic, environmental and
financial demands of the food,
beverage and dairy industries,
these hygiene products achieve
ambitious sustainability targets
and performance standards.
Diversey Enduro Power clings
tenaciously to all surfaces
and forms a highly active and
visible film. It retains contact
up to four times longer than
alternative foam products. As
no reapplication is required, it
reduces labour costs, energy
and water requirements, and
chemical quantities. Time and

water savings continue during
the rinsing process, which is
extremely fast due to the foams
collapsing ability and the lack of
need for extra scrubbing.
Biofilm removal
Enduro Power foam technology
and the Enduro Plus formulation
is validated according to the
modified ASTM-E2871-12
standard test method for
evaluating disinfectant efficacy
against the pseudomonas
aeruginosa biofilm. These
biofilms can also take partial
responsibility for material
corrosion. Their effective
removal therefore has a direct
impact on the performance
of processing equipment,
closing the loop to operational
efficiency.
40 EVENTS
by Claire Rowan
Insights from the stands
Industry challenges of speed, flexibility, reduced energy consumption and factory footprint were tackled
by many companies at BrauBeviale; while flavours, sweetness and finished bottle innovations were the
focus of many others.
Chillers, conveyors, filling technology and PET packs

In Hall 7a, KKT Chillers pointed
out its Compact-Line completely
redeveloped chiller for post PET
blowing that not only offers an
attractive design and reduced
footprint, but also higher
efficiency and lower energy
consumption.
The Micro Channel heat
exchanger we have used inside
the chiller used to be used in the
automotive industry and it has
helped us to create such a small
piece of equipment, explained
project manager Frank Burkel.
This model is far more efficient
than previous models and needs
less refrigerant and less energy.
AmbaFlex was promoting its
single lane SpiralVeyor Bottlelift
that can move bottles at a rate
of 60m per minute with one

single lane, while SIPA was
introducing its brand new
Flowtronic W - weight filling
system.
Our Flowtronic platform allows
companies to chose the right
solution for their application, the
configuration depends on the
product, said SIPA filling and
packaging division marketing
and communcation Matteo
Tagliaferri, who explained that
the new Flowtronic W has been
designed to provide a higher
precision filling than traditional
volumetric systems for high value
products such as milk, drinking
yogurts and juices. We have also
seen that companies need the
flexibility to fill different products
on the same line, and although

the entire line can be adjusted to
suit a specific individual product,
the Flowtronic filler itself uses
the same valve for handling CSD,
hot fill and still products. We call
it the multi-product valve. This
allows companies to fill multiple
different products on the same
filler.
Tagliaferri also stressed
that SIPA is able to offer
turnkey solutions thanks to
its expertise in bottle design,
filling technology right through
to palletising, and introduced
me to Roberta Gualtieri,
marketing manager, SIPA plastic
packaging systems. Among other
innovations in design
and lightweigting, Gualtieri
SIPA marketing manager,

plastic packaging
systems Roberta
Gualtieri highlights the
PET bottle SIPA created
for Amarula liqueur
showed me the novel
elephant PET bottle created
for Amarula liqueur in South
Africa.
Sweetness and flavour

Innovations in sugar reduction
and flavour enhancement were
high on the list of activities for
Celanese and Wild.
On the Celanese stand, the Qorus
sweetening system incorporating
acesulfame K, Sucralose and
modifiers (which can be flavours
or other masking or enhancing
agents) was demonstrated to
great effect in sugar filled versus
reduced sugar and no sugar
Colas, as well as Radler-style
beers with soft drink combos.
These cocktails of alcohol and
soft drinks contain hidden sugars
that are not necessary and Qorus
can help beverage manufacturers
provide lower sugar versions
that are equally enjoyable and
great products, said Celanese
technical manager Europe,
specialty food ingredients

Peter Roepers.
Supplied as a single solution,
the Qorus sweetening offering
provides a multitude of
benefits to formulators in
terms of simplicity, reduced
handling, greater productivity
and price advantages as well
as sustainability and product
consistency.
After a few other stops, I sat
for a while with PR, Nicole
Kroell on the Wild stand where I
supped on numerous beverages
containing Stevia, including a
delicious fermented lime drink,
plus some novel flavoured beer
mixes with citrus, lime & ginger,
or strawberry-margarita and 2%
alcohol. All very mouth tingling
and thought provoking.
Discussing Celaneses Qorus sweetening solutions were left

to right: Specialty food ingredients marketing manager Chris
Mason, Europe technology manager Peter Roepers, and EMEA
technology manager Volker Zurowietz
EVENTS 41
Multipack solutions
The world of multipack beverage packaging has changed significantly over the past few years.
Beverage Innovation highlights recent machinery developments in the industry and takes a look
at new sticking solutions, multipack designs and recycling initiatives in the field.
Adhesive, design and recycling initiative developments

Ocme launches Packetto beverage packaging solutions
talian packaging machinery company Ocme has developed three beverage packaging
solutions through its PackettoLab R&D department; Packetto Eco, Packetto Smart and
Packetto Party.
Packetto Eco offers a range of ecological and economic benefits. Using less and lighter film, the new
creation reduces energy consumption and substantially decreases overall costs. Packetto Smart
productions use up to 35% less film than traditional packaging applications and feature smooth,
wrinkle-free faces allowing logos and images to appear with no distortion or deformation areas.
Packetto Party is made using special paper and a unique design shape, which helps keep beverages
chilled and allows users to enjoy cold drinks at home and outdoors.
Eastman Chemical
Company develops
Versafix Plasticizer
he global Eastman
Chemical Company
brand has bolstered its
non-phthalate plasticiser
portfolio by adding the
new Versafix Plasticizer,
designed specifically for
water-based adhesives.
Formulated to provide
necessary viscosity
control and maximised
low-temperature efficacy,
Eastman Versafix helps give
adhesives much needed and
desired elasticity.
Packetto Eco
Packetto Smart
Packetto Party
I Mune Nurture health drink for kids

I Mune has released a new childrens health drink, which is made
using 50% water and 50% juice, thats designed to support healthy
immunity. The UK-based brands new Nurture fruity water product
is packaged in a 200ml spill proof aseptic pouch and available in
multipack cartons of four.
Rising production costs

are creating challenges for
adhesive formulators and
manufacturers as they try
to keep costs under control
without sacrificing product
performance, said Eastman
specialty plasticizers business
manager Carlos Alvarado.
Eastman is responding
to these challenges with
innovative product offerings
such as Eastman Versafix.
Carlsberg to develop next-generation packaging for upcycling
arlsberg and selected global suppliers have joined forces to rethink the design and
production of packaging material.
The Danish brewing

companys aim is
to develop the next
generation of packaging
products that are
optimised for recycling and
reuse, while at the same
time retaining their quality
and value. This approach is
increasingly referred to as
upcycling.
Formalised through the

Carlsberg Circular Community
as part of the Carlsberg Groups
work on sustainable packaging,
the cooperations founding
companies are; Rexam, Arkema,
O-I, RKW, MWV (MeadWestvaco)
and Petainer.
The companies will be using
the Cradle to Cradle Design
Framework created by Professor

Michael Braungart, and EPEA
Internationale Umweltforschung,
to develop a cradle-to-cradle
roadmap and assessment of
their products.
Carlsberg and its suppliers are
taking an important step on the
roadmap towards creating new
benefits with packaging, said
Braungart. This cooperation
is a great example of
companies planning together
for the future, creating
solutions to the global
challenges that face us all. I
encourage companies to join
Carlsberg in its efforts to
develop innovative packaging
and rethink the concept of
waste.
42 CATEGORY UPDATE
TRM trials reverse-cut corrugate packaging
ackaging manufacturer TRM has successfully trialled a breakthrough

manufacturing process.
the fibreboard industry for over
20 years. However, TRM is one of
the first to successfully trial the
process using corrugate board.
Working with die-maker Arden

Dies, the packaging specialist
has become one of the first in
the UK to effectively emboss
and reverse-cut corrugate
packaging. Reverse-cutting
techniques have been used in
The process involves cutting the

board on a flatbed die-cutter using
a bespoke form
manufactured by
Stockport-based
Arden Dies. The
corrugate is cut from both sides
with a 2mm offset on the interior,
which provides a smooth cut line
and prevents the appearance

of nicks traditionally left by
tear lines when the retail ready
packs are opened in-store.
Machinery updates
Fanuc releases energy efficient universal palletising robot
anuc Robotics UK has released an energy efficient universal palletising robot that
delivers a 16% higher wrist load and 13% greater throughput than its predecessor.
The M410-iC/185 offers a 185kg payload, and an average speed of 1,700 cycles per hour, to a wide variety
of food and beverage manufacturers and its four-axis arm can stack pallets as high as 2.4 metres.
Fanuc's latest machine also has a compact 610 x 806mm footprint and its energy consumption has been
reduced to a maximum of 3kW per hour.
This robot is equally at home palletising bags of sugar as it is shifting crates of soft drink bottles, said Fanuc Robotics technical manager
Darren Whittall. It can handle anything from bags, sacks, cartons, shrink-wrapped bottles and cans to crates, tins and trays.
Roberts PolyPro introduces new handle applicator
ro Machs Roberts PolyPro brand will introduce the highest speed, and most innovative, handle applicator in the
companys history at this years Pack Expo exhibition.
This new, up to 600 bottlesper-minute, handle applicator

utilises a continuous motion
roll-feed design to achieve
2, 4, 6, 8, and 12 packs. The
roll-feed design has reduced
the cost of handle dies as well
as the number of dies required
- one die per bottle neck size,
not pack-size configuration.
This significantly lowers the
acquisition cost of this new
continuous motion handle
applicator.
The latest generation of fully
recyclable HDPE handles are
thin, light, and strong. The
cost compared to the previous
generation of handles has
fallen by 26% principally, from
a significant reduction in material

sourced per handle. Operators
no longer have to fill stacks of
handles into a machine magazine,
but simply load a roll of handles
onto the machine. To change rolls,
operators weld the end of the
in-use roll to the beginning of the
next roll with one push of a button.
Each machine accommodates two
rolls of handles.
In the past, handles were applied
at the end of the packaging line
to bottles already packed in
cases. This limited throughput to
fewer than 500 bottles a minute.
The new machine is located right
after the capper. Not having to
deal with in-case application
meant that design engineers
could reduce the footprint of the

new machine.
Brand owners and co-packers
that are running high speed
operations with one, two, or
three bottle neck sizes per line
will discover this is the solution
they have been waiting for, said
Roberts PolyPro sales director
Chris Turner. The high

throughput, favourable cost
of acquisition through die cost
reductions, small footprint,
reduced materials cost,
lower operator involvement,
and exceptional flexibility
make this high speed handle
applicator a machine to learn
more about.
CATEGORY UPDATE 43
Pumps and flow technology

Keeping liquids and ingredients flowing smoothly through the production
process involves the careful selection, monitoring and maintenance of
pumps, piping and hoses. Beverage Innovation finds out more.
New pump range suit hygienic applications
ump Engineering has added to its CSF range of pumps with the CP Series, a closecoupled, single stage peripheral impeller pump that is ideally suited to high pressure,
low flow hygienic beverage applications. The range includes models which provide flow rates up to 6m3 per hour, heads of
more than 100m and maximum outlet pressures of 16 bar.
The standard design models are
suitable for transferring clean,
non-abrasive liquids such as
syrups and oils with viscosities
up to 250cp. This design has the
important benefits of smooth,
pulsation-free flows, which can
be controlled more precisely
than a centrifugal pump. This
is important for liquid dosing,
laboratory, pilot and micro-
installations, spraying and in-line

measurement applications.
The CP Series of regenerative
turbine pumps generally requires
a lower NPSH than a centrifugal
pump and can handle liquids with
up to 20% entrained gases, which
is ideal for tank emptying where
vortexing or cavitation can occur.
The pumps are available with
a choice of seal configurations

to ensure optimum flexibility
depending on the application.
For example, the standard option
has an internal mechanical seal
wetted by the media and fitted
behind the impeller in a chamber
to ensure correct fluid flow and
lubrication. The double mechanical
seal option is designed for the
circulation or flushing of cooling
liquids and can be used with

products that tend to crystallise,
adhere, solidify, or are abrasive
and corrosive. The third option
has a single mechanical seal that
benefits from enhanced protection
and is hydraulically balanced
and bi-directional to facilitate
easy cleaning and is therefore
ideal for aseptic and other food
applications.
Top tips for pump efficiency
nergy efficiency is a rising priority for all businesses yet understanding the energy
consumption of key pieces of equipment, such as pumps, is not necessarily understood.
Industrial services company Eriks business development director - pumps Andrew Cruse
offers his top ten tips for pump efficiency.
1 Understanding power
consumption
The old adage you cant
manage what you dont
measure is never truer than
in pump efficiency, with up to
87% of the total lifecycle cost
of a pump attributed to energy.
4 Identify discharge head

Take a reading when the pump
is fitted and keep a record. If this
figure changes over time, it may
be indicative of a problem.
2 Establish
performance data
During the installation process,
record the initial performance
data of the pump and then
continually monitor and record
it at regular intervals.
3 Monitor flow
If a flow meter is not
incorporated in the system it is
important to carry out periodic
flow testing. This can be done
by non-intrusive devices.
6 Record maintenance
and repair data
Record maintenance and repair
data to establish Mean Time
Before Failures (MTBF) records
as well as running hours at every
intervention and ensure that you
log entries.
7 Record running amps
Ensure that you closely monitor
and record running amps as part of
any Condition Based Maintenance
(CBM) data collection.
5 Identify suction head

Many pump problems actually
occur in the suction area so its
important to measure and monitor
regularly. Where filtration is used,
it is important to install differential
pressure monitoring. This will
highlight filter blockages.
8 Assess all pumping systems

for potential energy
reduction
Any pump with a varied load or
demand has the potential for
energy savings. Consider the
installation of Variable Speed
Drives where possible.
9 Never simply replace

like-for-like
Always reassess your
requirements when your pump
is due for replacement. Many
people replace like-for-like
despite the fact that system
requirements and needs may
have changed or even the
wrong equipment was specified
originally.
10 It pays to seek advice
Whether you need advice due
to system failures or during the
specification process, it pays
to bring in the experts to help
identify the right solution.
44 PROCESSING
Selecting the right hose for the task
ifferent flow applications require different hoses,

as,Trelleborg product manager Christine Dhiersat
explained.
Development begins with the
end users: We try to connect
their requirements - say, high
temperatures or resistance
to fats or increased flexibility.
Then we start thinking about
what rubber solutions could
be the best fit, said Christine.
Fats and oils, for example, can
cause a rubber compound
to deteriorate, reducing the
elasticity of a hose, explained
Christine. The hoses must
be able to withstand
various cleaning processes,
including the use of steam
and chemicals such as nitric
acid. If the hose handles dry

material, like grain or sugar, it
needs to be abrasion-resistant
on the inside while lighter
hoses make handling easier
for workers and create a
safer work environment. High
temperatures, of more than
80C, age hoses faster.
With dry products, for example
sugar or milk powder, there
can be an electrical risk,
which can cause an explosion.
Typically these dry goods are
moved at high speeds in a
dry atmosphere, so a charge
develops between the particles,
and the electricity accumulates

inside the hose. In response,
Trelleborg developed Trellvac
AL EC, which is designed to
conduct the electrical charge in
the hose to a steel connection
and safely into the ground.
For dairy products, where
hygiene is vital, Trelleborg has
introduced blue covers, which
do not leave marks on the
floor or elsewhere, which was
a problem in the past with

standard black hoses.
Wine makers used to use
Citerdial, the hose designed
for milk and other fluids, said
Christine. But we learned that
spillage of red wine on the floor
would cause the covers of the
blue hoses to turn very dark.
So we developed special hoses
for wine that have a red cover
and dont have this problem.
PROCESSING 45
SIAL 2014
Health and taste high on the agenda

SIAL - the impressive global food and drink event, celebrated its 50th anniversary this October in
Paris boosted by RC Cola celebrating 110 years in business with a retro style booth at the show.
Ruth Mcmenamin, Jess Luna-Lopez and Claire Phoenix were there to tap into the latest trends.
Much of the talk at SIAL was about using the new plant based sweetener Stevia. We take a look at some of the
new beverages and flavour concepts on offer.
1 minute breakfast
The 1 minute breakfast drink
from Austrias TSC Food
Products is a cereal milk drink
meeting the new trend for
breakfast on the go. Enriched
with vitamins and calcium this
is a good source of protein.
RC Cola Vice President Edmund

OKeeffe, Vice President for Business
Development and marketing Moshy
Cohen on the retro diner stand, with NEO
cola naturally sweetened with Stevia.
Mintanine on
the road
An alternative to classic
energy drinks Mintanine,
from Germany, has a fresh minty
and lime taste and contains
32mg caffeine. In a surprising
blue colour this drink makes a
great base for cocktails and is
also refreshing drunk alone.
Spanish company
Bongranade has the slogan
Una nueva forma de
consumir salud - a new way
of consuming health. 100%
natural it utilizes the power
of pomegranates and their
antioxidant benefits.
Aperitif
Spritz
Hot Ginger Love and

Coconut Vibrations
Netherlands-based Lombardia
has been producing natural hot
drinks since 1972 with a number
of outlets across the country.
The contemporary packaging
makes these fashionably
flavoured powdered beverages
tempting to consumers.
Pomegranate
- drinkable health
New flavours
emerging from
the Middle EastSandalwood,
Cardamom and
mixed herbs and
cinnamon spices.
Fruit based Espritz

from France-based
Mediterrane
Distribution is
a ready to drink
Italian style
cocktail in a 27.5cl
bottle and with a
slightly bitter taste
to appeal to the
adult palate.
Nicole Krll of Flavour House

Wild talked us through the
latest flavour trends. We
tasted floral, fruity fresh and
candy flavours of raspberry
jellies - some tasting as
if fresh picked from the
garden. She reiterated the
interest in Halal products
with no alcohol used in the
production process. We
tasted sugar free pina colada
style candies and coffee and
coconut wafers. What was
new was the unusual blending
of flavours such as red beet
& raspberry or malt-based
beverages such
as pineapple, mango
and caffeine for a small
energy boost.
See more from SIAL Paris at:
46 EVENTS
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Beverage Innovation 122 - February 2015
48 MARKETPLACE
20/5/1
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MARKETPLACE 49
Fruit juice fights back
Zenith International and FoodBev Media

Chairman and Beverage Innovation publisher,
Richard Hall participated in a communications
strategy panel at the 2014 Global Juice Summit
with speakers from Coca-Cola, Eckes-Granini,
FrieslandCampina and PepsiCo. He also attended
the communications strategy workshop. The
largest conference in the fruit juice industrys
history has finally come to terms with what must
be done to secure its future.
Everything you know about the

benefits of fruit juice is being
questioned. Media headlines
scream about the dangers of
fruit juice. Sales have been
falling in North America and
Europe for years. The industry
was frozen in the headlights of
an oncoming truck. In truth, the
fight back started a couple of
years ago. But only now will it
show its public face. So, whats
going to happen?
European campaign
There is no question in the minds
of business leaders that fruit
juice has health benefits. Its
just that these have been taken
for granted. Few other product
categories have government and
public health recommendations
to consume a minimum quantity
every day.
A European industry
communications platform, is
about to be rolled out in five
countries simultaneously another industry first with a
view to refinement and other
countries adopting the campaign
in the near future.
The five pilot countries will be
France, Germany, Poland, Spain
and the United Kingdom. Key
companies behind the initiative
are Coca-Cola, Conserve Italia,
Eckes-Granini, FrieslandCampina,
Juver, Maspex, PepsiCo,
Refresco Gerber and Wesergold.

Significant funding has been
provided by Citrus BR and
Tetra Pak. All the planning has
been co-ordinated by AIJN,
The European Fruit Juice
Association.
Fruit, juiced
The core message of the
campaign is that juice is
authentic, natural and good
for you. It will focus on 100%
juice as the simplest way of
ensuring clarity and momentum.
The essence of the campaign is
that fruit juice is fruit, juiced
highlighting that fruit juice
contains all the benefits of
fruit and no more sugar than is
already found in the fruit.
The plan is talking to the
media afresh, with the backing
of the scientific community
and nutritionist advocates to
build belief, engagement and
commitment from opinion
formers and consumers.
Industry role
This will require support
from industry players, large
and small with consistent
messages supported by facts.
It will combine newsworthy
initiatives and rapid reactions
to misinformation. Although it
is accepted that companies may
only be 80% aligned, they must
remain 100% committed.
So the strategy and messages

will be co-ordinated at a
European level and fine tuned
nationally. Research and online
reference material will be
provided centrally and tactics
implemented locally.
From nature to glass - The

European fruit juice industry
is committed to maintaining
high standards of quality and
sustainability.
Three pillars
Expertise will be available from

an expert panel of academics
and nutritionists and the Porter
Novelli public affairs agency.
The foundations of the

campaign will support three
main pillars:
Nutritional composition Fruit juice provides important
nutrients that fuel your body.
Health and wellbeing As part of a healthy lifestyle,
fruit juice can help increase
your fruit intake and support
your health.
As founding Chairman of the

Natural Hydration Council
and the Yogurt Council as
well as moderating annual
policy forums for the Global
Dairy Platform since 2008,
here are Richard Halls
observations on the recipe for
fruit juice success:
Milk and water both had the
same halo as juice. Each was
subjected to huge critical
challenge and has recently
revived public perceptions.
The elements in response
for juice are to start with the
science, with an emphasis
on facts, an expert panel,
independent advocates,
Beginning a journey
The turn round will require

a level of industry cohesion
and funding that has not been
achieved before. AIJN President
Andrew Biles has shown
exemplary leadership in bringing
everyone this far. Now it is for
all the country and company
leaders to bring fruit juice back
to public health.
focusing on the media and in

developing a reference
website.
I would advise creating a Juice
Nutrition Council; forming an
EFSA task group on all health
claims; ensuring a full-time
resource in larger countries
with national expert panels;
and a rapid response network;
involving retailers.
Consumers may be turning
away from fruit juice, but not
from fruit drinks. Worldwide
consumption of 100% fruit juice
is down 2% per person in the
past five years. If you add in fruit
nectars and lighter fruit drinks,
the overall rate is up 24%.
50 EXPERT OPINION
Best sparkling
beverage
World
Beverage
Innovation
@
Awards 2014
WINNER

Bev Innovation

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