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Tropical Juices 32In this, the second part of SDI’sreport from Brazil, Kelvin Kingexplores the extensive variety offruits and juices with which theindustry plans to further developlocal, regional and world markets.

Volume GrowthContinued In 2009 34Richard Corbett looks back at a yearthat witnessed the peak of globalfinancial turbulence, and assesseshow the industry fared.

Soft Drinks International – January 2010 1ConTEnTS

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

Juices & Juice Drinks 22Energy & Sports 24Waters & Water Plus Drinks 26Carbonates 28

Packaging 36Environment 38People 41Events 43Bubbling Up 45

China Drinktec 29Showcasing the latest beverage pro-cessing and packaging equipment,the co-located events of ChinaDrinktec and Sino Pack are set tobuild upon the success of recentyears.

Share Of Throat Is TheName Of The Game 30As a new decade dawns, the industry is about to enter an era ofmulti-dimensional beverage competition, writes Rob Walker.

news

regularsComment 2BSDA 20Science Monitor 21From The Past 44Buyers Guide 46Classified 49

features

The leading English language magazine published in Europe, devoted exclusively to the manufacture, distribution and marketing of soft drinks, fruit juices and bottled water.

www.softdrinksinternational.com

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Soft Drinks International (1997), formerly Soft Drinks Management International (1988),was originally founded as the Soft Drinks Trade Journal in 1947, incorporating The British &Colonial Mineral Water Trade Journal (1888) with the Soft Drinks & Allied Trade Review, formerly the Mineral Water & Allied Trade Review (1873).

The entire contents of Soft Drinks International are protected by copyright and no part of it may be reproduced without written permission of the publishers. Whilst every effort is made to ensure that the information contained in Soft Drinks International is accurate, the editor and publisher cannot accept responsibility for errors, and the views expressed do not necessarily represent thoseof the editor or publisher. The fact that product names are not identified as trademarks is not to be taken as an indication that suchnames are not registered trademarks.

2 Soft Drinks International – January 2010CoMMEnT

Traditionally January is the month of diet and healthy activity following theexcesses of the festive season; an opportunity, in particular, for bottled waterbrands and soft drinks with a detox functionality to market their healthyproposition. And, as a new decade gets underway, it's also the month whenindustry observers forecast the trends and growth drivers in the coming year. The 'noughties' - with their high and lows – finished on the sombre note of

global economic recession. Further, the latter half of the decade presented anumber of challenges for the soft drinks industry, most notable of which were theglobal obesity epidemic and concerns over the use of artificial additives and somesweeteners.

Yet, during the challenging times manufacturers have reacted swiftly to complywith new legislation introduced by governments to tackle nutritional and healthissues, whilst developing a new generation of health and wellness drinks.Functionality has been key.Consumers have been treated to myriad new drinks. Last year alone, we saw the

amazing growth of functional shots and a new functional proposition: therelaxation drink. Both are niche products developed in the US, but are forecast togrow worldwide. Mintel reports that the relaxation concept is already being takenup in the UK, Japan and France and predicts that more and more relaxation drinkswill be appearing on shelves.

When it comes to flavours, a new report, 'Food and Beverage Trends in WesternEurope', published by the UK's Leatherhead Food Research Association, states thatEuropean consumers are developing more adventurous taste buds, creatingopportunities for more exotic flavours. Leatherhead expects changing drinkinghabits in the soft drinks market to have a major impact on the direction of theflavour market where beverage applications account for an influential 40% ofglobal flavour usage.

The report observes that once again health and wellness are important criteriafor flavour development as soft drinks producers respond to a consumer demandfor natural fruity waters and juices.

Meanwhile last November's FiE show demonstrated how active are ingredientsmanufacturers in developing new functional propositions for the soft drinksindustry. Wild, for one, has identified adult soft drinks as an emerging market.Here the company has developed new concepts based on malt, premium fruitvinegars, and kombucha tea recognising that the modern adult consumer is nowlooking for alternatives to alcohol that suit a mature palate and a desire to pursuea healthier lifestyle.

Unequivocally, there is no standing still in the soft drinks industry. As the newyear and decade unfolds it will be fascinating and exciting for Soft DrinksInternational to keep its readership up to speed on this ever-innovative industry.

No standing still

Published byASAP Publishing Limited

EditorPhilip TappendenNews EditorAnnette Sessions

Correspondents:EUroPEGerard o’DwyerLubomír SedlákBernadette TournayASiA & PACiFiCKelvin KingT. C. MalhotraAMEriCASrichard Davis

Market Analystrichard CorbettScientific AdviserDiana Amor

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Soft Drinks International – January 2010 3

Late BulletinThe Coca-Cola Co has debuted two new television adverts,

the latest from its Open Happiness global campaign, in the US.The first ad, entitled 'Snowball', highlights Coca-Cola's name-sake brand's sponsorship of next month's Winter Olympics.The spot launched during American Idol on the Fox TV net-work. The second ad is entitled 'Finals'. Both will be used inmarkets around the world.

PepsiCo's Gatorade division has appointed AndreaFairchild to replace John Galloway as Vice-President of BrandMarketing. Fairchild, 38, joins Gatorade from Nike, where sheserved as the Global Business Development Director forWomen's Training. In her new role, Fairchild will help imple-ment Gatorade's overall strategic vision, beginning with thespring launch of the G Series. Galloway left Gatorade last year.

Britvic is to invest GBP11million (US$17.8million) to buildits presence in the country's on-trade in 2010. A new customertraining scheme, named ExSellence, will support pub and barstaff as part of the investment. The programme is currentlyavailable to Britvic's managed retail customers and is beingincorporated into existing customer programmes, with a viewto rolling out to the rest of the licensed channel over the nextyear.

Dr Pepper Snapple Group has launched an interactive mar-keting campaign in the US in conjunction with Electronic Arts.Consumers who buy 20oz bottles of Dr Pepper can downloadcontent in EA games such as virtual clothes for their 'Sims' orbody parts for their 'Spore' creatures. Consumers will alsoreceive access to the add-ons for select EA titles throughout2010 with codes found on 500million Dr Pepper bottles andfountain cups. More games and enhancements will beannounced throughout the year.

Romania's Government plans to introduce a special levy onsoft drinks as part of a new junk food tax. The new tax willrepresent 1% from all fast-food sales, with the proceeds beingused to contribute to the country's health programmes.Romanian press reports said soft drinks would be covered,although bottled water and fresh juices would be exempt.

Coca-Cola has joined forces with China EducationResources (CER) to promote its Qoo non-carbonated drink tothe Chinese youth market. The joint promotional campaign hasseen the distribution of 100,000 promotional packages in theBeijing area, each comprising of a bottle of Qoo and a CD fromCER containing ten short English courses.

The soft drinks unit of SABMiller's South African opera-tions has condemned the "high levels of violence" from someof its striking workers who downed tools late last year. Up to1,500 employees at Amalgamated Beverage Industries (ABI),the soft drinks division of South Africa Breweries (SAB),walked out following a disagreement with the Food and AlliedWorker's Union (FAWU) over pay and benefits increases. Sincethen, trouble has flared up, including the petrol bombing ofdelivery vehicles, assaults on non-striking employees, anony-mous calls to employees' families and the stoning of ABI andowner-driver vehicles. "We are appalled by this behaviour andour appeal to FAWU to ensure its members respect the law hashad little apparent affect," said ABI's MD, John Ustas.

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4 Soft Drinks International – January 2010

Europe

inDUSTrY nEWS


Strong performance from Britvic WITH sales reaching £978.8 million BritvicSoft Drinks has posted a revenue growth of5.6% in its Preliminary Results for the 52weeks ended 27th September 2009. TheBoard is proposing a final dividend per shareof 10.9p bringing the full year dividend pershare to 15p, an increase of 19% on theprior year. Britvic Ireland, meanwhile, strug-gled with a 5.6% slide in revenues.The company said that in Great Britain it

continued to outperform the soft drinksmarket in all key categories with volume andvalue share gains by each of its core brands:Pepsi, 7Up, Tango, Robinsons, J2O and FruitShoot.Paul Moody, Chief Executive commented,

“Britvic’s very strong performance has deliv-ered double-digit operating profit and earn-ings growth. The GB & International businesshas now achieved eight consecutive quartersof revenue growth since 2006, resulting inrevenue CAGR of 6% and operating profitCAGR of 11%.

Highland SpringacquiresGreencore WaterHIGHLAND Spring Ltd has acquired thebottled water division of Dublin-basedGreencore Group plc for £17.5 million.Greencore Water was formed in 1987 andcomprises the water assets of HazlewoodGrocery Ltd, Campsie Spring Scotland Ltdand Blaen Twyni. It currently bottles 134mil-lion litres of own label bottled water. Thedeal includes the transfer of its entire work-force of 124.The move makes Highland Spring the

largest bottled water supplier in the UK withan estimated combined sales volume inexcess of 350 million litres a year, edging sig-nificantly closer to its ambition of becominga £100 million turnover business in themedium term.Les Montgomery, Chief Executive of High-

land Spring, which is celebrating its 30thanniversary, said: “The deal will allow us tocontinue to service the strong customerbase that Greencore has built over recentyears and develop the distribution of ourflagship brand, Highland Spring.” Di Walker, Chief Executive of Greencore

Convenience Foods UK, said: “Having

industry facestough yearFINLAND’s soft-drinks industry faces an“extremely difficult” year and slimmer profitmargins from reduced sales in 2010, saysPekka Tiainen, the newly appointed Chair-man of the Federation of the Brewing andSoft Drinks Industry (FBSDI). “The new softdrinks tax could see soft drinks lose outsales to low strength beers. We may seelower sales of soft drinks.” Finland’s soft drinks makers and marketers

will face new challenges in 2010, and willneed to improve the overall level of theiroperating efficiencies to counter any negativedecline in sales and profits. “The tax on beerhas already been increased twice in 2009,and we are now seeing a rise in soft drinks'taxation which is also threatening the bever-age industry,” said Tiainen.The soft drinks tax is discriminatory and

competitively biased, claims Tiainen. “This taxcannot be defended by invoking publichealth concerns, as many similar productswhich contain not only sugar but also fat falloutside the scope of the tax. It's unaccept-able for the industry to be made liable forsuch a large proportion of the government'sincome targets. An alternative must befound. The current financial climate is alreadyposing its own challenges,” Tiainen warned.He added: “The operating expenses of

soft drinks companies were heightened in2008 when the industry launched a packag-ing overhaul by introducing recyclable plasticbottles. This project has been successfullycompleted.“The new packaging has allowed a wider

range of various shaped and sized bottles tocome to market. However, the change hasdemanded considerable effort from boththe trade and beverage manufacturers. Thisrequired substantial investments into Fin-land's recycling system.” In terms of value-added content, Finland's

brewing industry is the third largest segmentwithin the country's food and drinks econ-omy, directly or indirectly employing over30,000 people in various stages of the pro-duction and distribution chain.Tiainen replaces Yrjö Närhinen, a former

General Manager of Hartwall, who leftFBSDI's Board in August, after serving as theFederation's Chairman since January 2009.The nine months (January-September)

2009 figures for soft drinks in Finland revealsales totalling 204.1 million litres. At the endof September, soft drink sales were at aboutthe same level as in 2008 with a change ofonly -0.1%. Sales of mineral watersdecreased by 4 million litres to 46.5 millionlitres, representing a fall of 7.9% on the cor-responding nine month period in 2008.

“Over the last year our brands havegrown market share across all key categoriesand our portfolio has been strengthened bysuccessful innovation. We are successfully re-engineering our business in Ireland to takeadvantage of eventual market recovery,whilst realising expected synergies.“Recent conditions in the GB soft drink

market have shown some signs of improve-ment, although visibility in both GB and Ire-land beyond the short term remains limitedand we take a cautious view of consumerspending. However, we are encouraged byour strong group performance in the earlyweeks of the new financial year, building onour track record of top-line, margin andquality earnings growth.”

decided to switch our focus to our corebusinesses, this is an excellent outcome forthe future of our production centres, ourstaff and customers. Highland Spring isalready a great success story and theirundoubted expertise in the bottled watermarket will allow them to take CampsieSpring and Blaen Twyni to the next level.”

Les Montgomery, Chief Executive, HighlandSpring.

Soft Drinks International – January 2010 5EUROPE

Send your news to

[email protected] German international fruit growers' trade show Fruchtwelt Bodensee will take place from

19th to 21st February 2010 in Friedrichshafen. It will feature a wide range of presentations onkey topics for fruit producers.

rexam sellsPetainerREXAM has sold its Petainer business toNext Wave Ventures, a growth capitalinvestor, WHEB Ventures and a combinationof the current management team led by Per-Olof Wallin, Managing Director, and two newdirectors, Nigel Pritchard, Group CEO, andBrian Woods, Group COO, for a considera-tion of £16 million.Petainer manufactures reusable PET bot-

tles in Germany and PET beverage contain-ers in the Nordic region and suppliesbottles, preforms and kegs to a range ofglobal drinks companies.Headquartered in Lidköping Sweden, with

a second plant in Aš, Czech Republic, and asales office in Germany, the acquisition willallow Petainer to expand into other growthmarkets, including beverage sectors that arebeginning to replace their current packagingwith PET and geographically into central andeastern Europe.Nigel Pritchard, Group CEO, said: “This

acquisition is a very exciting opportunity tobuild on Petainer's reputation for operationaland service excellence. Our future growthstrategy is based on investing in innovationand new product and service development

PerformanceawardedA NUMBER of logistics companies havebeen recognised for their commitment todelivering the highest possible standards ofcustomer service by Palletways, Europe’sfastest growing pallet network. The compa-nies have been praised for maintaining toplevels of service for deliveries in the drinkssector.As part of its strategy to delivery excep-

tional customer service to the drinks sector,Palletways launched a nationwide Partner-ship League in 2007 to recognise the qualityof commitment and co-operation amongstits network of over 100 members. Theassessment process is based on a number ofcategories which help Palletways to identifyits top-performing members in terms of cus-tomer service in each industry sector, includ-ing the drinks sector. Members are assessed every quarter and

receive a score against 12 ‘Principles of Part-nership’, such as delivery times, providingcustomers with proof of deliveries onlineand health and safety compliance. At theend of the business year, all the quarterlyassessment scores are added up to deter-mine the final league positioning.

Water wars inCzech republicONE of the countries where the disputebetween producers of bottled water andcompanies supplying households with tapwater has become quite fierce is the CzechRepublic. Representatives of Karlovarskéminerální vody, the bottled water marketleader has even started to visit restaurants,asking their employees why customers arebeing served tap water and trying to con-vince them that the campaign of itsproviders in the media as well as on theweb is merely to justify planned priceincreases. Spokeswoman for the country’s number

one water-supply company Veolia MarcelaDvoráková, however, resolutely brushed off

such a claim. “We make our product moreexpensive solely when it is necessary torepair some of the pipelines or when newpurification plants are built,” she told thelocal daily Dnes. According to a recent test conducted by

a Czech consumer magazine, in fourteen outof eighteen bottled water samples examined,various harmful substances such as arsenic,lead and nickel were found. Tap water (takenin five of the country’s large cities), on theother hand, turned out in principle to besatisfactory. The country's Mineral Water Association

immediately cried foul. “Legislation relatingto limits is, in the case of our products, muchstricter than as far as tap water is con-cerned,” it stated. Consumption of bottled water in the

Czech Republic fell between 2005 and 2008by approximately 4% to 877 million litres –at the expense of, in particular, tap water.

and in providing the continuous develop-ment and excellence that our customershave come to expect.”Pinsent Masons in Leeds acted as advisers.

Andrew Kerr, its Head of Corporate, said:“We are extremely pleased to have advisedmanagement on this difficult multi-jurisdic-tional transaction in the current challengingeconomic environment.”

6 Soft Drinks International – January 2010EUroPE

� The fourth industry conference on bio-plastics which took place in Berlin inNovember set new records with 380 visi-tors and 27 exhibitors. It was hosted by theEuropean Bioplastics Association. “To havebroken attendance records, in spite of thedifficult economic background, is extremelyheartening. Market interest and uptake isvery real and bioplastics producers continueto increase both capacity and the technicalcapability of their materials,” said AndySweetman, Chairman of the board of Euro-pean Bioplastics.

� The Pago Group, an international businessspecialising in the manufacture and market-ing of labels and labelling technology, isacquiring Gebacolor, a former cooperationpartner of Pago and a leading producer ofself-adhesive labels in Romania. With theacquisition Pago Group's position in EasternEurope will be strengthened and its activitiesextended to include other national clients. Ina second phase, the groundwork will be laidfor cooperation with multinational clients inEastern Europe. The Romanian label manu-facturer will in future operate under thename of Pago Labelling Srl.

In brief…

Food authorityhalts launch A SWEDISH court has ordered AO Blom-mor AB, a Helingborg-based marketingcompany, to suspend plans to launch thecontroversial high-energy drink Cocaine inSweden. The launch was challenged byLivsmedelsverket, Sweden's national foodsadministration, which sought to haveCocaine banned in the country.The court's decision means the launch

cannot take place until the court arranges afull hearing of the case, and this is notexpected to happen until the second quar-ter of 2010 at the earliest.The initial ruling came from the Höganäs

Environmental Court of Appeal. In its judge-ment, the court stated that the energy drinkproduct could not be sold in Sweden for anumber of legal reasons, including absenceof health warning labels indicating its highcaffeine content. Cocaine's caffeine contentis 3.5 times higher than Red Bull, Sweden'sleading energy drink.In July, AO Blommor secured an agree-

ment with Redux Beverages, the US manu-facturer of Cocaine, to distribute theproduct in Sweden. The court also ruledthat the product name Cocaine was mis-leading to consumers. Moreover, the courtissued a €20,000 fine to AO Blommor forfailing to obtain a licence to distributeCocaine in Sweden.Documents reviewed by the court

revealed Cocaine to contain D-Ribose, a

sugar supplement targeted at bodybuildersto improve endurance, or at persons suffer-ing from chronic fatigue.“This is not an approved substance in

food provisions in Europe. This is a productwith many question marks already hangingover it,” said Jan Sjögren, a health supportdirector with Livsmedelsverket.Plans to launch Cocaine stirred national

controversy in Sweden, with the country'sbiggest supermarket chains, among themICA, Coop, City Gross and Axfood's Willysand Hemköp store chain outlets, all statingthey would not stock the product.“The product Cocaine has a huge caf-

feine content, not to mention its highlyprovocative name. We have an image toprotect, and decided it is not the type ofproduct we can stock or sell to our cus-tomers,” said Christina Karlsson, the super-

market ICA's Chief Dietician.AO Blommor concedes that the prod-

uct's name is contentious, but claims cus-tomers must be free to decide if they wantto purchase the product or not. The prod-uct will not be sold to teenagers under 15,and will only be available to person's overthe age of 18 on the company's web-shop,the company says.“The responsibility should rest with the

consumer, and not the court. We are notsaying this is a product for everybody, butcourts should not intervene on matters ofpersonal consumer choices. The retailers sayno to our beverage, but then sell a productlike Red Bull. This smacks of hypocrisy,” saidAnnica Olofsson, AO Blommor's Director ofOperations.Axfood would not stock the product,

even in the event that AO Blommor winsits appeal to distribute Cocaine, said IngmarKroon, a spokesperson for Axfood. “Thecaffeine content is extremely high for anenergy drink. The name is also a problemfor Axfood as it sounds reckless,” said Olof-sson.AO Blommor remains confident that the

company will secure a licence to distributeCocaine in Sweden. “We are working toovercome the labelling problem and pro-duce a health warning that the authoritieswill accept. Once the proposed warning isapproved, I expect that we will be able tosell the drink in Sweden,”said Olofsson.Pressbyrån and Seven Eleven, two of Swe-

den's biggest store chains that are operatedby Reiten Group, have banned the sale ofRed Bull to teenagers under the age of 15.

Bottled water andinfantsTHE Food Standards Agency reports thatunder EU Directive 80/777/EC there isroom for countries to make national provi-sions for the use of bottled water in prepar-ing infant formula. However, after considerable discussion

within the Food Standards Agency it hasbeen decided to cease further work on anamendment to the Natural Mineral Water,Spring Water and Bottled Drinking Water

Regulations 2007 to regulate bottled waterlabelled as suitable to prepare infant or fol-low-on formulae, for the foreseeable future.This decision, states the FSA, has been madedue to the time that this issue has taken totry to resolve at a European level, difficultiesin resolving conflicting stakeholder opinions,and lack of a visible market problem to beaddressed. As a result of this decision, such claims

will continue to be regulated under theFood Safety Act 1990 and the FoodLabelling Regulations 1996, which prohibitproducts making unsubstantiated claims andclaims which might mislead the consumer.

ORGANISERS of the Simei (InternationalEnological and Bottling Equipment Exhibition)and its sister show Enovitis (International Vineand Olive Growing Technics Exhibition)report that with 51,545 qualified visitors anda significant growth (+80% over the 2007show) of foreign delegates, the 2009 eventproved successful despite difficult times. Eventhe number of Italian and foreign journalistsgrew by 50%.“Despite the not very optimistic forecasts

italian show grows and the closeness with other foreign exhibi-tions attendance of visitors has kept in linewith 2007 and this has been a success, asthere should have been reasons to suppose adownturn. Currently, there is surely a tendencyto dedicate fewer days to an exhibition, inorder to reduce costs, but important occa-sions cannot be missed,” said Cesare Bianco,President of the shows' Technical Committee. Held at Fiera Milano in Rho from 24th to

28th November, 2009 Simei is considered ashowcase of technological innovation inmachines, equipment and products for enol-ogy and bottling.

KANEGRADEKanegrade Ltd, Ingredients House, Caxton Way, Stevenage,Hertfordshire, SG1 2DF, United KingdomTel: +44 (0) 1438 742242 Fax: + (0) 1438 [email protected] www.kanegrade.com

Juice Compounds & Bases

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Africa

inDUSTrY nEWS

Water plant investment boostCOCA-Cola South Africa is to invest overR400 million in a new water bottling plantfor its Valpré brand. It will be located in thecity of Heidelberg, Gauteng, about 50kmsoutheast of Johannesburg.Heidelberg, nestled at the eastern end of

the large Suikerbosrand Nature Reserve, isrenowned for its architectural charm. It wascapital of the Zuid Afrikaansche Republiekduring the first Boer War.The new plant is expected to be com-

pleted by September 2010 and will generatearound 300 jobs. Bill Egbe, President ofCoca-Cola South Africa, said the plant wasanother example of the company’s commit-ment to the economic development ofcommunities around the country.“Through consultative and collaborative

efforts with municipalities and other localgovernment offices, corporate South Africa isable to further accelerate the growth thatthe new administration is committed toachieving,” he noted.“We believe projects such as the bottling

plant will assist government to reach itsunemployment remedial targets and, assuch, we’re proud to be part of that move-

Water conservationCOCA-Cola and other community-spiritedcompanies are renowned for helping bringor improve safe water supplies to communi-ties in Africa. But the Coca-Cola AfricaFoundation is also tackling water supply fromother angles, notably conservation throughthe improvement of water systems and inteaching ways to avoid wastage of thisresource. The foundation is targeting manyof South Africa’s needier schools, in a part-nership with Coca-Cola South Africa, USAIDand Coca-Cola Fortune. Schools in the provinces of Mpumalanga,

Gauteng, Eastern Cape and Western Capeare benefiting from a project which tacklesissues such as leaky plumbing, practical train-ing and environmental awareness. Schoolsselected for the leak repair project tend tobe characterised by poor facilities, energyand water wastage, and a general neglect ofplumbing.Remedial activities have included technical

interventions in plumbing infrastructure,training of school caretakers in plumbingrepairs, and the education of school pupils.Education includes health and hygiene, as

instant wins fromtraditional drinkWELL publicised promotions for MageuNumber 1 have become something of atradition for the buoyant mageu beverage,which is owned by the Foodcorp group.They have done a lot to raise the profileboth of this specific brand and of the ‘newera’ of commercialised mageu offerings, ina variety of flavours as well as the classicrecipe.The current marketing push involves

consumers tearing open Mageu Number 1cartons to search for a sticker on the

inside. Fifteen luckycartons carry stick-ers for instant cashprizes of R10,000apiece. In addition toeye-catching on-packgraphics which high-light the competi-tion, the campaignalso includes news-paper and radioadvertising plus pointof sale merchandis-ing material.

ment for change.”Egbe said that Coca-Cola had also taken

“great pride and precaution in ensuring thatwe not only empower our communitieseconomically but we do this in a responsibleand sustainable manner. A complete sourcevulnerability assessment was conducted inthe area and a source protection plan put inplace for the protection of this rare find forthe generations to come.”

As well as the Heidelberg area havingwater with a fitting composition and age, itwas also close to major markets, Egbepointed out. This helped reduce the carbonfootprint.Executive Mayor Busisiwe Modisakeng of

Lesedi Local Municipality welcomed the newfacility. “Our unemployment rate is very highand I think this is going to be some sort ofrelief for the community,” she said.

Suikerbosrand Nature Reserve, near Heidelberg, South Africa.

well as water conservation.Nkuthalo Primary School in Zwide, near

Port Elizabeth, is typical of those involved inthe programme. Broken toilets have beenrepaired and a drinking fountain built tooffer fresh running water. Teachers alsoorganised lessons on the importance ofwater. These was shared with guests at thecommissioning ceremony, which was under-taken by Mayor Nondumiso Maphazi of Nel-son Mandela Metropolitan Municipality,which includes Port Elizabeth. Also takingpart were Sheree Shereni from Coca-ColaAfrica Foundation, Wiseman Gqamane(Department of Water Affairs) and Thobek-ile Finger (USAID).

Mayor Maphazi (right) launches waterimprovements at Nkuthalo Primary School.

Soft Drinks International – January 2010 9AFRICA

official recognitionfor AppletiserTHE Elgin Valley, in South Africa’s Overbergregion, about 70km southeast of Cape Town,is adding a new tag to its name. It will beknown officially as Appletiser Country, recog-nising that this is where the Appletiser brandevolved and underlining the region’s appealto tourists as a prime fruit growing region,especially of apples, pears and grapes.It is already known throughout Africa as

being “where the apples come from”. Onlyabout 45 minutes’ drive from Cape Town, itis a popular weekend ‘get away’ destination.Other aspects of its appeal are the localwines, gourmet restaurants, flowers, relaxedlifestyles and farm stalls.Appletiser was created in 1965 by

Edmond Lombardi on Applethwaite Farm inthe Elgin Valley. From the outset it was freeof additives and preservatives – just juice,water and sparkle.It is now available in markets around the

world and in its homeland enjoys an iconicstatus.Fruit continues to be sourced from the

Growth capacityfor CeresSOUTH Africa’s Pioneer Foods reported ina financial statement for the 2009 financialyear that its fruit juice category achieved vol-ume growth on the back of double digitgrowth in export sales volumes.A new juice factory for the Ceres brands

is being built in Wadeville, Gauteng, to com-plement the group’s plant in the WesternCape. This will not only give more growthcapacity but also reduce distribution costsbetween the Western Cape and the interior.Overall, Pioneer reported, the non-alco-

holic beverage category was under pressurein South Africa during the year. The declinein consumer spending reduced sales volumesand, while operating profit increased, profitmargins were squeezed by continuous cost

Worker control forSchweppesZIMBABWE's Competition and Tariff Com-mission has approved the purchase by DeltaBeverages of a 49% stake in SchweppesZimbabwe. A consortium of company man-agement and an employee share optiontrust has been given government permissionto buy the majority stake.Originally owned by Coca-Cola Central

Africa, control of Schweppes Zimbabwe wasdivested to a group owned by a local busi-nessman. His empire was subsequently takenover by the state, alleging improper financialactivities. Meantime, his company had entered into

a contract with another company to supplyequipment for an upgrade. This has devel-oped into complicated legal action, includinga constitutional challenge to a Zimbabweanlaw. Schweppes Zimbabwe has continued inoperation and its management team havesaid they will respect whatever the courtdecides.While Delta was seen by some as trying

to gain control of Schweppes Zimbabwe,the management/worker consortium haspointed out that they approached Delta towork alongside them as a key shareholder,with Schweppes products distributedthrough Delta’s national network.Delta Corporation is a major publicly

listed company, based in Harare. Its DeltaBeverages division produces Coca-Colabrands as well as beer and other beverages.Established in 1898, the company was listedin 1946 as Rhodesian Breweries. Its namewas changed to Delta Corporation in 1978.In approving Delta’s purchase of a 49%

stake in Schweppes Zimbabwe, the CTC

� Uganda’s Century Bottling Company haspromised to boost its financial support ofthe Corporate League, with Coca-Colainput. This is a monthly event where com-panies enter teams in competitions acrossseveral sports disciplines. Speaking at theannual awards ceremony, Coca-Cola’s coun-try manager Basil Gadzios pointed to thehuge interest in the World Cup and thetrophy’s visit to Uganda under Coca-Colasponsorship. Century Bottling and Coca-Cola were keen to develop sporting profi-ciency, he said.

� Delta Beverages, Zimbabwe, is to spendUS$2.5 million on soft drinks production inHarare during the next year, part of aUS$15 million outlay. This was revealed byJoe Mutizwa, the company’s Chief Execu-tive, at the opening of a beer bottling plantin Harare which replaced a 23 year-oldfacility. Mutizwa said the company alsoplanned to invest heavily in a beer bottlingplant in Bulawayo and had reopened a facil-ity in Zvishavane, Midlands Province, whichhad been inactive for four years.

� More than 12,500 smallholder tea farm-ers in Kenya have become the first small-holders to receive Rainforest AllianceCertified group certification. “This is hugelysignificant for Kenya’s tea industry,” saidMarc Monsarrat, Rainforest Alliance’s man-ager for East Africa and South Asia. “Thiscertification means that these farmers willhave greater market access and, in manycases, more productive land.”

In brief…

increases in raw materials and packaging.In the fruit concentrate mixture category,

Ceres Beverages’ profitability was restored inline with previous years. Pioneer Foods isalso South Africa’s Pepsi brands bottler anddistributor. It reported that Pepsi sales vol-umes remained satisfactory, but with no con-tribution to earnings.The company reported a total revenue

increase across all divisions of 9% whileoperating profit, before items of a capitalnature, grew by 34%.“We achieved this satisfactory set of

results in a deflationary environment where,in the second half of the year, selling pricesin key categories either stabilised or con-tracted,” said André Hanekom, the group’sManaging Director. “Our earnings growth forthe year, though relatively strong, basicallybrings us back to even keel, after the slowor declining growth we showed in recentreporting periods.”

noted that the merger did not create amonopoly because Delta was already thedominant player and its purchase of theSchweppes stake would not change things.“The commission was, however, alive to thefact that the relevant law is not against mar-ket dominance per se but is against theabuse of such dominance.”After looking at alleged anti-competitive

practices, the CTC decided that any suchactivities could be handled by regulationsunder the law.

Elgin Valley for the Appletiser range. The areaalso accounts for about 60% of SouthAfrica’s apple crop, much of it exported.Elgin Valley also produces cut flowers fordomestic and export sale.



Middle East

inDUSTrY nEWS

israeli recall criticisedCENTRAL Bottling Company, which is alsoknown as Coca-Cola Israel, has come in forsome trade and consumer flak for the seem-ingly klunky way it handled a product recallin late November and early December.The recall was triggered by a sulphurous

odour emanating from some soft drinks,while others also had what was describedvaguely as “an odd taste”. This related toCoca-Cola bottles and cans, Diet Coca-Colabottles and Kinley Soda bottles with specificexpiry dates.While the problem was still being investi-

gated at our deadline, it appears that carbondioxide from Central Bottling Company’slong-time supplier, Makhteshim Agan Indus-tries, had somehow been contaminated.Speculation as to how this could have hap-pened was rife in trade circles. Meantime, Makhteshim launched a far-

reaching scientific and operational audit.CBC’s own public comments referred tosmall traces of benzene and sulphur havingbeen found in the tainted bottles. The com-pany said the problem did not constitute ahealth hazard but advised consumers not todrink potentially affected bottles and cans.Two other Israeli soft drinks companies

stopped buying carbon dioxide from Makht-eshim for the time being and undertook acheck of their own products, finding nothingamiss.Soon after discovering the problem, CBC

sent staff to remove stock from retail out-

lets, as well as stocktaking at its own ware-house facilities to block distribution of anyaffected bottles or cans. While suggestionshave been made that CBC did not tell allretailers what it was up to at first, theseseem to be explained by the company tak-ing a low-profile approach and advising onlysenior management of store chains.That approach did not, however, sit well

with the Israeli news media when they dis-covered the tainted product problem. Globesin particular criticised CBC’s secrecy, quotingan unnamed Ministry of Health official assaying: “I don’t know what motivated thecompany not to announce the problem themoment they knew. They have lost the trustof the public. It is the company’s obligationto tell the public as soon as possible.”When the matter came into the open,

CBC took newspaper advertisementsexplaining what products were affected. Therecall was widened.Even this drew criticism. Yitzhak Kimche,

the Ministry of Industry, Trade and Labour’sconsumer protection officer, said that “whenyou tell consumers about a fault in a prod-uct, there are ways to do it, and not throughan announcement on an inside page ofnewspapers.”CBC issued a statement saying that “pur-

suant to the company’s announcements inrecent days concerning quality issues causedby the manufacturer of carbon dioxide, thedefective gas was found to have been usedin our production plant to manufactureproducts between 10pm on November 172009 and 5.30pm on November 23. Most ofthe products manufactured on these dateswere stopped at the factory gates.”It also noted that “since the malfunction

was discovered, the company has beenworking to recall the products that never-theless did reach the market. Very smallquantities, if any, still remain on the market.”The public at first reacted quite positively

to the product recall, with no drop in sales.One supermarket chain, in fact, reported a2% increase. As the recall widened andnewspaper criticism stepped up, however,there was a drop-off in some channels. Fortwo or three days this was quite substantialbut sales eventually stabilised.

Coca-Cola's plant in Brei Brak, Israel. (Photo: Aykleinman)

� Pepsi recently supported the WesternMotors Jeep Jamboree which offered Jeepowners in Abu Dhabi and Al Ain an oppor-tunity to drive their wagons off-road in safeand controlled conditions, as well as having afamily fun day out. The brand also supportedthe 6th Marriott Spirit to Serve Charity GolfTournament at the Dubai Creek Golf Cluband Resort. This was organised by the DubaiMarriott Business Council, in association withthe Red Crescent Society, to raise funds forthe United Nations World Food Programmewhich the four Marriott hotels in Dubai sup-port year-round.

� The Arab Asian Beverage Alliance ran inconjunction with Dubai Drink TechnologyExpo 2009. This is an educational chapterwhich aims to enhance business relationsbetween manufacturers, producers, logisticsservices providers, governmental entities in

In brief…

charge of import and export, business peo-ple and investors in the beverages sectorwithin the Arab world and Asia. Topics cov-ered in the recent symposium included mar-ket trends, new technology, industrychallenges and solutions, as well as environ-mental issues and corporate success stories.

� Coca-Cola is a key sponsor of Bahrain’sFood & Hospitality Expo 2010, second inwhat has become an annual series. Theevent is being held at the Bahrain Interna-tional Exhibition & Convention Centre from12th - 14th January. Strong support for theexpo is being given by the kingdom’s hotelswhich account for a huge volume of softdrinks sales each year in this Islamic country.Seven five star hotels have banded togetherfor an 84 square metre pavilion and theInterContinental Regency Bahrain is sponsor-ing the show’s opening ceremony.

To discuss advertisingopportunities in

Soft Drinks International

email:advertising@

softdrinksinternational.com

or call +44 (0)1202 842222

Soft Drinks International – January 2010 11MiDDLE EASTinvestment in iraq,Egypt, iran, KSAAUJAN Industries, which has been on a far-reaching expansion programme over recentyears in a bid to become a major interna-tional player in soft drinks and confectionery,indicated recently that it intended to spendabout US$200 million on new and extendedproduction facilities in Iraq, Iran and SaudiArabia. The group is based in Saudi Arabiabut also has a substantial presence in theUnited Arab Emirates and a plant in Iran.PepsiCo has also announced that it is

planning to invest some US$100 million inEgypt. This was revealed by Elizabeth Avery, the

company’s Vice-President for Global PublicPolicy and Government Affairs, during alunch in honour of Rachid Mohamed Rachid,Egypt’s Foreign Trade and Industry Minister.Pepsi enjoys an extremely high market

standing in the Middle East and is, like Coca-Cola which is not as strong in this regionbut fast improving, keen to develop emerg-ing markets to counter sluggish growth inmature markets.Aujan Industries’ product portfolio

includes the highly successful Rani juicebrand renowned for its fruit chunks, Barbican

which has prospered through an outside-the-square promotional approach and Vimto,which has become a Middle East staple,especially during the holy month ofRamadan.As we reported, in 2004 Aujan Industries

– which sums up its corporate strategy as‘proud of our past – passionate about our

future’ – developed a strategy it bannered as‘555’ – US$500 million with five brands infive years. The strategy worked so well thatthis goal was achieved a full year earlier thantargeted, thanks to a 24% revenue increasein 2008.“Reaching our 555 strategy target a year

in advance reaffirmed our commitment todelivering unparalleled beverages to ourmarkets,” said Kamel Abdallah, Aujan’s Exec-utive Vice-Chairman.A further 20% growth in both profit and

sales is currently taking Aujan towardsUS$600 million for 2010 sales. In this nextstage of corporate development, Aujan isplanning to spend $100 million developing aplant in Iraq. This project might involve an equity part-

ner – given the huge investment programmeplanned, Aujan is looking at the possibility ofequity stakes being arranged with suitablepartners. The company is nowadays moreoriented towards this approach rather thanan IPO as had been previously consideredbefore the economic downturn put this onhold. However, an IPO in the future has notbeen ruled out.The existing production facility in Iran is

being expanded to increase capacity, withUS$50 million budgeted over the next twoyears. And capacity increases at its Saudi Ara-bian plant will also cost about U$S50 million.

Vimto has become a Middle East staple,especially during Ramadan.

Dubai DrinkTechnology ExpoTHE second edition of Dubai Drink Technol-ogy Expo (DDTE) was held at the DubaiInternational Exhibition and Conference Cen-tre between the 6th and 8th December 2009.Bulding upon the success of last year, the

event showcased the latest technologies,services and products, and provided bever-age professionals with a unique platform toconduct business and discuss opportunities.The event, which organised by Index

Holding, was opened by H E Sami Al Qamzi,Director General, Economic Development,Dubai Government, and was supported byexhibitors and vistors from around theworld. DDTE also featured a comprehensiveconference programme which ran concur-rently, and a gala dinner held at the AlMarooj Rotana.Many leading beverage equipment manu-

facturers were represented, including Krones,Kosme, Netstal, Sacmi, Marefa, Miteco, Tech-Long and Sidel.Among the products exhibited were; Slow

Cow – a ‘smooth’ soothing drink fromCanada, formulated to improve relaxation(without drowsiness), whilst improving over-all cognition; Scence – a rose nectar juicefrom Bulgaria, formulated from organicallygrown roses and targeted at the luxury endof the market; and Ocean Deep – a mineralwater drawn from 2,200ft under the PacificOcean. The second edition of Dubai Drink Technology Expo was held in December 2009.


Asia & Pacific

INDUSTRY NEWS

RED Bull Street Style reigning worldchampion ‘Sean’ Arnaud Garnier of Francewowed local enthusiasts during a visit toSingapore to judge the local qualifier. In aphoto shoot, Garnier showed his skills invenues as varied as the iconic OrchardRoad shopping and hospitality precinct,the Marina Barrage, on the helipad atop a73-storey hotel and even on a bumboatdrifting down the Singapore River. (Photo:Mark Teo, Red Bull)

China Marine getsHi-Power optionCHINA Marine Food Group has signed aloan and option agreement with Fujian-basedXianghe Food Science and Technology, themanufacturer of Hi-Power algae-based softdrinks. The option, to be exercised within twomonths if due diligence and auditing is com-pleted satisfactorily, is for US$27.8 million incash. Consideration for the option is aUS$26.4 million loan to Qiu Shang Jing,Xianghe’s founder and sole owner; this willform part of the payment if the option isexercised.Hi-Power was developed by Yellow Sea

Fisheries Research, Chinese Academy of Fish-ery Science, in association with Qiu ShangJing. It is marketed as a high protein drink, lowin calories and fat, offering benefits to theimmune system, improved digestion andreductions in hyperglycemia and hypertension.Xianghe’s 2010 preliminary revenue esti-

mates put sales at over US$20 million andnet profit margins of around 20%. “In additionto the potential earnings contribution fromthis contemplated acquisition, there are anumber of synergies,” noted Pengfei Liu,China Marine’s Chairman and Chief Execu-tive. These included cross-selling to the com-panies’ collective customer base, brandidentity and distribution methodologies, hesaid.“This beverage product line is ideally situ-

ated in one of the fastest-growing categoriesin China’s retail food and drink markets,” hepointed out, while another key considerationwas that “the company’s use of algae as thebase raw material in Hi-Power is consistentwith healthy, marine-based food sources wecurrently use ourselves.”

Acquisition activityIn other Chinese developments, Yantai NorthAndre Juice Co has acquired a further equityinterest in Andre Pectin from one of its sub-sidiary companies, to give it a 40% holding inthe pectin company which it formed in 2003,originally as a subsidiary although this laterchanged.Explaining the reason for the recent move,

the directors of Yantai North Andre Juice Cosaid that “the manufacture of pectin requiresadvanced technological know-how and sup-port for market promotions, which involvesubstantial capital investments”. Because ofthis, they believed it was better for the groupto share the costs, thus making it sensible toarrange the share transfer.“Andre Group has ample experience in

developing fruit and vegetable juice manufac-ture technologies. The directors are thereforeof the view that the further involvement of

the Andre Group will be able to facilitate thedevelopment of the pectin business of thegroup and advance the competitiveness ofthe group in the marketplace.”Kirin Holdings has raised its stake in Shang-

hai Jinjiang Kirin Beverage & Food, a joint ven-ture operation in China that was establishedin early 1996. It has acquired a 35.38% stakefrom its partner, JinJiang International Hold-ings, to give it a dominant 93.04%.JinJiang International, a diverse conglomer-

ate, signalled earlier that for strategic reasonsit would sell the 35.38% via an auction, retain-ing only a small stake. It set certain conditionsfor bidders, including a requirement that theymust be beverage manufacturers with a sub-stantial registered capital.And SkyPeople Fruit Juice has acquired

100% ownership of Yingkou Trusty Foods,located in Yingkou, Liaoning Province, allowingSkyPeople’s annual concentrated apple juiceproduction capacity to roughly double.SkyPeople began production of concentratedapple juice in August 2009 and by the end ofthe third quarter had reached full capacity.“We are ramping up our capacity to capi-

talise on potential apple juice concentrateopportunities,” said Yongke Xue, SkyPeople’sChief Executive. “The completion of thisacquisition puts us on track to secure addi-tional revenue. We gain significant competitiveadvantage with expanded production facilitiesstrategically located in Liaoning Province,which is known to produce the largestamount of high acidity apples in China, andwe are well positioned to capture additionalapple fruit concentrate market share.”

native foods goodfor healthAN indication that Australian soft drinksmight in future contain flavours derived fromnative foods has come in a report releasedby Tony Burke, Minister for Agriculture, Fish-eries and Forestry.It shows that several native foods contain

properties which are good for humanhealth.The research project, dubbed Evaluation

of Native Foods for Health-enhancing Com-pounds, looked at 13 native fruits, herbs andspices. It found that the native quandong,Kakadu plum, Tasmanian pepper leaf, lemonmyrtle and anise myrtle all showed signifi-cantly higher antioxidant capability than theblueberry.“The other exciting finding from this

report is that we have confirmation for thefirst time that these native foods are high inboth water- and oil-soluble antioxidants,”said Dr Roslyn Prinsley, General Manager

New Rural Industries for the Rural IndustriesResearch and Development Corporation(RIRDC). “All of the species studied con-tained high levels of vitamin E componentswhich are fat-soluble, strong antioxidants.”Prinsley said that the research found

“anise myrtle has high levels of lutein, whichis important for eye health. All the speciestested were high in folate which is essentialfor synthesising DNA – a deficiency can leadto cardiovascular disease and dementia.“Australian desert lime showed double the

recommended daily intake of folate. The Kakaduplum displayed high levels of vitamin C.”And, explained Prinsley, “all of the native

herbs, spices and fruits contained propertiesessential for genome health – magnesium,zinc and calcium. Tasmanian pepper leaf andwattleseeds were the richest sources ofthese minerals.”The research was funded jointly by the

RIRDC, CSIRO (Australia’s national researchagency), the Australian Native Foods IndustryLtd and the Coles Indigenous Food Fund. Itwas undertaken by Dr Izabela Konczak ofCSIRO Food and Nutritional Sciences.

Australia's native quandong.

Soft Drinks International – January 2010 13ASIA & PACIFIC

In brief…

� Coca-Cola Amatil won the Supply Chainand Logistics Association of Australia’s 2009Manufacturing Logistics Award for ProjectJupiter which has consolidated New SouthWales order fulfilment and distributionthrough two new distribution centres, atNorthmead and Eastern Creek. The remod-elling project eliminated inefficient trans-shipment of stock and improved the overallsustainability of CCA’s manufacturing opera-tions.

� New Zealand juice manufacturer Brown-lie Brothers, trading as Simply Squeezed,pleaded guilty to six charges of breachingthe Fair Trading Act. All the charges relatedto a 2008 television advertising campaignfor Simply Squeezed Chilled Orange Juice,which gave the strong impression that theproduct was made predominantly fromsqueezed New Zealand juice when thequantity was only just over 50%. Theremainder was imported juice made fromconcentrate, including WESOS and kinnowconcentrates. Simply Squeezed is nowowned by Frucor Beverages which pur-chased the brand long after these breachesoccurred and was in no way associated withthem.

� Deloitte Corporate Advisory Serviceshas been appointed to conduct a strategicreview of the Fraser & Neave Holdings BhdGroup’s glass container business, with aview to further enhance its value to thegroup. The review’s findings are likely to beavailable by mid-year. Malaysia-based Fraser& Neave is also a major producer of softdrinks.

� The Coca-Cola Company has signalledthat it plans to more than double its bot-tling plants in China within a decade. DougJackson, President of Coca-Cola’s China unit,told investors at a presentation that TCCCwas also planning to increase six-fold thenumber of Coke-branded coolers in retailstores, bars and restaurants around China.

riverland growersunder pressureSOUTH Australia’s Riverland region – bor-dered by the Murray River – is one of thecountry’s prime citrus growing regions, aswell as a key wine production area. But all isnot well because of drought, low prices,export problems caused by the high valueof the Australian dollar, competition fromcheap imports and a growing disillusionmentby those working the land.Unhappy citrus growers came into cen-

tral Adelaide to give away free bags oforanges to publicise their plight. Somegrowers have walked away from theirinvestment; many others are cutting back onnew plantings or on current production.Water rights are being traded, not forbonus profit but simply to maintain cash-flow.The citrus industry is encouraging Aus-

tralians to eat more home-grown fruit andto buy juices and fruit drinks made fromRiverland fruit.

The Big Orange on the Old Sturt Highway, justoutside Berri – a symbol of the Riverland’s citrusindustry.

Uzbek producerhelped to diversifyTHE European Bank for Reconstruction andDevelopment is helping Uzbek juice andnectar producer Marwin Brands diversifyproduction and improve its regional distribu-tion network.The bank – whose slogan is ‘investing in

countries from Central Europe to CentralAsia’ – is lending Marwin €1.4 million. This

Second new facilityFOLLOWING expansion in the Philippinesoperation earlier this year with the openingof the new Obrist factory in Manila, GlobalClosure Systems (GCS) Asia Pacific has nowcompleted a new factory in Thailand support-ing its Obrist beverage and Zeller Plastik dis-pensing closure business.

GCS is investing US$1million in the newpremises, capitalising on the 6,000 sq m ofavailable floor space, almost double that ofthe former factory, by increasing the use ofin-line closure production and processing andcreating a more pleasant working environ-ment. Located just over a kilometre from theprevious site, the new facility has been fittedto modern environmental standards includinglow energy lighting and insulation to improveenergy usage. An environmental expert hasconfirmed that the move will reduce thecompany’s carbon footprint in Thailand. Ashley Jones, Vice-President, GCS Asia

Pacific said: “The hard work of our dedicated

The 6,000 sq m of available floor space is almost double that of the former factory.

staff has ensured a virtually seamless transi-tion to the new factory; fulfilling customerorders remained our highest priority and waskey to the success of the move. Building onthe 27 year history of Obrist and Zeller Plas-tik in the region, the second significant invest-ment by GCS this year demonstrates ourlong-term commitment to the Asian market.”

will be used to purchase packaging materialsand imported fruit concentrates, helpingMarwin achieve a continuous productioncycle and diversified product range. Thecompany intends to add new flavours, cur-rently unavailable in Uzbekistan, to its juiceand nectar ranges. It will also buy up to 600retail refrigerators to facilitate expansion ofits national distribution network.“This project will give an additional boost

to the already competitive juice sector inUzbekistan, to the benefit of local con-sumers,” said Matthieu Le Blan, Head ofEBRD’s office in Uzbekistan.


Americas

INDUSTRY NEWS

Coca-Cola sets outroad mapDURING an analyst and media event held inNovember under the title' A Growing Worldof Refreshment,' The Coca-Cola Companyset out its key goals as part of its '2020 Visionand Roadmap for Winning Together'. Basedon its '6 Core P's these are: Profit: more thandouble system revenue by 2020 whileincreasing system margins; People: be a greatplace to work; Portfolio: more than doubleservings to over three billion a day by 2020and be the No 1 in the non-alcoholic ready-to-drink business in which it trades; Partners:be the most preferred and trusted beveragepartner; Planet: be the global leader in sus-tainable water use and industry leadership inpackaging, energy and climate protection; andProductivity: manage people, time and moneyfor the greatest effectiveness.“We worked with our bottling partners to

create a 2020 Vision that is designed foraction and guided by goals that will stretch usand enable us to continue to grow our busi-ness,” said Muhtar Kent, Chairman and CEO.“Working hand-in-hand with our great bottlingpartners, we are building a unified and alignedsystem equipped for long-term sustainablegrowth. With this roadmap as our guide, I amconfident that we will usher in a new era ofwinning for the Coca-Cola system.”He added, “We know that winning in 2020

and beyond is going to require new capabili-ties, new models and new innovations. Weare laser-focused on targeting the right con-sumers with fully integrated global marketingcampaigns that work on many levels, acrossmany geographies and cultures, and leverage

Food service buyNESTLÉ Professional has acquired VitalityFoodservice Inc based in Tampa, Florida. Witha workforce of 700 employees, the companymanufactures and markets a complete rangeof beverage products from juices, teas, coffeesand smoothies to innovative specialty drinksfor the foodservice industry. The acquisitionprice was not disclosed. This move enables Nestlé Professional,

Nestlé's globally managed business dedicatedto the out-of-home food and beverage mar-ket, to grow its business, as Marc Caira, CEOof Nestlé Professional, said: “Vitality not onlycomplements our business but strengthensour position in North America and will enableus to accelerate growth in this important out-of-home market. Additionally, Vitality’s productofferings align strongly with Nestlé’s commit-ment to nutrition, health, and wellness.” Nestlé Professional North America employs

over 900 employees solely dedicated to theout-of-home market. Its beverages divisionprovides the commercial and institutionalrestaurant industry with branded hot and coldnon-carbonated beverage solutions underbrands such as Nescafé, Coffee-mate, Nesquik,Nestea and Nestlé.The transaction excludes the Vitality Euro-

pean manufacturing and distribution business.

open house inFloridaA CONSORTIUM of 10 packaging machin-ery companies based in Tampa Bay, Floridawill come together to host an Open Houseat their plants during the week of 22nd –26th February, 2010. Companies in need ofnew production machinery can travel to onegeographic location in Florida to see every-thing they might need for a new line. The companies involved in the Open

House include: Mettler-Toledo Safeline Inc(metal detectors and x-ray inspection),Osgood Industries Inc (fillers, lidders andmore), Westlund Engineering Co (customengineering services), Pitney Bowes Inc (fric-tion feeders, booklet collators), Polypack Inc(shrink & stretch wrap equipment), ABCPackaging Machine Co (case packers, palletis-ers ), Universal Labeling Systems Inc (pres-sure sensitive labellers), New EnglandMachinery Inc (unscramblers, cappers, orien-ters, retorquers), Inline Filling Systems (liquidfillers, cappers and labellers), and KHS (car-toners, pouchers and shrink wrappers). The 10 companies are all within a few

hours driving distance of each other. To learnmore visit: www.tampabaypackaging.com.

� PMMI, the trade association with more than550 member companies that manufacturepackaging, processing and related convertingmachinery, commercially-available packagingmachinery components, containers and mate-rials in the US and Canada, has accepted 23companies’ membership applications. With thevote, PMMI now has 498 general members,41 supplier members, 16 materials membersand one processing member. “PMMI is bring-ing the packaging and processing supply chaintogether and responding to the customerrequirement of total system solutions,” saidCharles D. Yuska, President and CEO of PMMI.“PMMI membership mirrors the industry weserve, one that focuses on all of the pieces ofthe manufacturing puzzle that delivers a pack-aged good to the marketplace.”

� Superfos has successfully entered into anagreement to sell its US business SuperfosPackaging Inc to Berry Plastics Corporation,one of the largest plastic packaging manufac-

In brief…

turers in North America. Pursuant to theacquisition agreement, Berry will pay approxi-mately US$82 million, including assumed debt,for Superfos Packaging, subject to certain cus-tomary adjustments. Superfos has been present in the USA

since 1986 where it began with a green fieldoperation producing and selling injectionmoulded plastic packaging.

� New York-based Retrotech Inc and ActivOY of Naarajärvi, Finland, have formed astrategic partnership to market Activ auto-mated pallet routing technology to companieswith international warehouses and distributioncentres. “Activ is the only major innovation inunit load material handling technology intro-duced in the last 30 years,” said RetrotechPresident Pete Hartman. “Kraft, Frito Lay, andProcter & Gamble have used Activ for yearsand we recently completed the world’s largestsystem for P&G so we must now innovate inservice and support.”

a rich variety of media and channels. To targetageing and affluent consumers globally, we areactively exploring new ingredients, new func-tionality and new occasions. At the sametime, we are creating new strategies that arewinning over a massive new generation ofteens to drive growth of Trademark Coca-Cola.”Chief Financial Officer Gary Fayard com-

mented, “The fundamentals of our businessremain strong as we continue to gain marketshare globally and in key markets, expand ourmargins, and generate tremendous cash flows.Importantly, we are continuing to invest in thebrands and capabilities to position us to buildon the results we have delivered in recentyears. “We are confident that our 2020 Vision is

achievable because our proven brand andoperational strategies are flexible, our systemand our company are providing unmatchedscale and reach, and our operations continueto generate strong and steady cash flows. Wehave a track record of returning cash toshareowners and diligently investing back intothe business for profitable growth.”

Muhtar Kent, Chairman and CEO, The Coca-ColaCompany.

Soft Drinks International – January 2010 15AMERICAS

On shelf…� Hensley Beverage Company of Phoenix,Arizona has taken on distribution of Dad’sRoot Beer, Bubble Up and Dr. Wells portfo-lios in 12oz cans, 12oz glass bottles, 20ozbottles, and 1 litre bottles. Hensley has beenserving greater Phoenix and Prescott Valleyareas for 54 years and is one of the largestbeverage distributors in the nation, distribut-ing more than 200 brands including specialtybeverages, energy drinks, water, and teas. Thecompany operates a sales and delivery fleetof more than 600 vehicles and services acustomer retailer base consisting of 5,000accounts. Dad’s is one of America’s mostpopular soft drinks. The beverage was devel-oped in Chicago in February 1937, and it hassince earned a loyal following. In 2007 Dad’swas purchased along with the Sun Crest, Dr.Wells, and Bubble Up brands by HedingerBrands, LLC and licensed to The Dad’s RootBeer Company LLC. The company headquar-ters is now located in Jasper, Indiana.

� KroniCo LLC, producer of Kronik Energy,has announced a strategic partnership withThe Nackard Bottling Co, based in Flagstaff,Arizona. The agreement provides sales sup-port and distribution of Kronik brand energydrinks across most of Arizona. The NackardBottling Co does business as the Pepsi-Cola

Majors agree ondistributionPEPSICO has reached an agreement with DrPepper Snapple Group Inc (DPS) to manu-facture and distribute certain DPS productsfollowing completion of PepsiCo's acquisitionof its two anchor bottlers, The Pepsi BottlingGroup Inc (PBG) and PepsiAmericas Inc(PAS).Under the terms of the agreement, DPS

will receive an upfront payment of $900 mil-lion payable upon closing of the acquisitions.In exchange, PepsiCo will be entitled tomanufacture and distribute Dr Pepper andcertain other DPS products in the territorieswhere they are currently distributed by PBGand PAS. The agreement between PepsiCoand DPS, which will replace existing agree-ments PBG and PAS have with DPS, willhave an initial term of 20 years, with auto-matic 20 year renewals thereafter.“We are delighted that we have reached

a mutually beneficial agreement with DrPepper Snapple Group to continue to dis-tribute their products,” said Indra K. Nooyi,PepsiCo's Chairman and CEO. “PepsiCo isfully committed to vigorously expand, flaw-lessly distribute and grow Dr Pepper Snap-ple's brands in its appointed territories.”Under the new agreement, PepsiCo will

distribute Dr Pepper, Crush and Schweppesbrands in the US; Dr Pepper, Crush,Schweppes, Vernors and Sussex brands in

Bottling Co of Flagstaff and has held the softdrink franchise since 1943. Further, recentexpansion into Cochise and Yuma countieshas made Nackard the largest beverage pro-ducer and distributor in rural Arizona - a ter-ritory of some 90,000 square miles.Ben Gregg, CEO of KroniCo, LLC. stated,

“We are focused on strategic distributionagreements with quality distributors”.

� Skinny Nutritional Corp, the maker ofSkinny Water and a leader in the zero-calorieenhanced water category, has entered into adistribution agreement with Pennsauken,New Jersey-based Canada Dry Delaware Val-ley. Under the agreement, Canada DryDelaware Valley will bring Skinny Water tostores in Delaware, Eastern Pennsylvania andSouthern New Jersey. Ron Wilson, Presidentand CEO of Skinny Nutritional Corp stated,“This is the next step in upgrading our distri-bution network. Canada Dry Delaware Valleybrings a sales team of 180 people for thesales and delivery of Skinny Water in theregion, a significant increase in manpowerover our previous distributor. They also com-plement our neighbouring distributors to thenorth and west, which are also Canada Drydistributors, giving us coverage by these threedistributors from the New York City metro-

politan area, New Jersey, and most of Penn-sylvania and Delaware.”

� Play Beverages LLC is continuing toexpand the availability of Playboy EnergyDrink through three new distribution agree-ments in California. In Southern California,Play Beverages will be working with AlliedBeverages Inc of Sylmar and in NorthernCalifornia, with Mussetter Distribution Inc ofAuburn and Superior Products of Susanville.Manufactured by CirTran Beverage Corpora-tion Playboy Energy Drink is available in 8.4and 16 oz sizes in both regular and sugar-free. Introduced through test marketing cam-paigns in South Florida and California in late2007, Playboy Energy Drink is also distributedin 11 countries in Europe and the MiddleEast.

� Celsius, the original calorie burning bever-age from Celsius Holdings Inc, is now avail-able at A&P and Pathmark Stores, which areowned and operated by A&P. A&P is one ofthe country's first supermarket chains andoperates over 337 stores in eight states andthe District of Columbia. There are currently140 Pathmark supermarkets in the NewYork, New Jersey and Philadelphia metropol-itan areas.

Canada; and Squirt and Canada Dry brandsin Mexico.Additionally, in US territories where it has

a distribution footprint, DPS will begin sellingcertain owned and licensed brands, includingSunkist soda, Squirt, Vernors and HawaiianPunch, that were previously sold by PBG andPAS,“We're confident that this new arrange-

ment, which maintains our balanced andflexible route to market, is in the best inter-

ests of our brands and our shareholders,”said Larry Young, President and CEO of DPS.“It demonstrates the value and growthpotential of these great brands and strength-ens our third-party route to market whilebenefiting our own packaged beverages busi-ness. We're excited to be working with Pep-siCo and are confident in the continuedlong-term growth of our business.”This transaction is subject to PepsiCo

completing its acquisitions of PBG and PAS.


Ingredients

DEVELOPMENTS

AcquisitionstrengthensMiddle East presenceSYMRISE is acquiring the Futura LabsGroup, a leading flavours and fragrancesmanufacturer in Egypt and the United ArabEmirates, paving the way for Symrise toexpand its footprint in this region. The prod-uct portfolio and Futura Labs' client list issaid to be an excellent fit with Symrise'sexisting operations in Egypt.Egypt, with a population of 80 million, is

viewed as a fast-growing market. FuturaLabs is a privately held group headquar-tered in Cairo and the leading local manu-facturer of flavours, emulsions and beveragecompounds, extracts, seasonings and fra-grances. It owns development and produc-tion facilities in Cairo and a recentlyestablished production facility in Dubai. Thepersonnel have an in-depth knowledgeabout the local taste preferences and con-sumers’ demands. Sales growth and prof-itability increased the company’s revenuesto US$15.1 million in 2008.Commenting on the acquisition, Dr

Heinz-Jürgen Bertram, CEO of Symrise, said:“We are strengthening our presence inNorth Africa and the Middle East whichboth have strong potential for fur thergrowth. Futura Labs has an attractive baseof international and regional clients andadds valuable new products to our existingportfolio in this region. The transaction willenable us to expand our market share whileat the same time leveraging synergies insales and production.”Combining Futura Labs with Symrise's

existing operations in the region will createa new market leader in Egypt. The companyhas significant modern production capacityand an efficient supply chain organisationwith a particularly strong position in thebeverages industry. Its new production facil-ity for aseptic beverage compounds inDubai will provide Symrise with access tothe beverage industry in the Middle East.The acquisition is expected to be closed

in the first quarter of 2010. The founderand current majority owner of Futura Labs,Dr Karim Greiss will continue to managethe businesses following their integrationinto the Symrise Group.• Meanwhile, Symrise has established a

special business unit to expand its portfolioof health-oriented foods. The new Con-sumer Health unit will specialise in creatingfunctional ingredients for food supplementsand flavour solutions for health products.The head of the new unit is Dirk Bennwitz.

new collection of citrusGIVAUDAN has created 10 new lemon andlime flavours through its recent discoveryand evaluation of fruit varietals at the citrusgrove of University of California, Riverside(UCR) with which it has a partnership.Research has shown that consumers areexcited by new variations of traditional cit-rus blends.

Under its TasteTrek Citrus programme,Givaudan has identified and analysed over150 citrus fruit varietals both ‘in the field’and in its laboratories, before choosing themost promising ones for further examina-tion. The new collection is said to reflect thediversity and breadth of lemon and limeflavours. ‘India lime’, ‘Lo Porto’ and ‘Femminello’

are just three examples from the collectionof the 10 new lemon and lime flavours.‘India lime’ with its sweetness and notes ofblood orange, lemon and lime candy withhints of light kiwi has a mild grapefruit finish.It shares some of these qualities with ‘LoPorto’, an exotic lemon which also has agreen-fruity, floral profile with hints of jas-mine and candy-banana elements. ‘Fem-minello’ is a light, fruity, astringent lemonwith a sweetness and kaffirlime qualities.“The customer response to our TasteTrek

Orange Collection was overwhelmingly posi-

tive. It was a natural extension of the pro-gramme to investigate and then launch aTasteTrek lemon and lime collection,”explained Dawn Streich, Global ProductManager, Citrus. “For the beverage and foodindustry, this new expanded ingredientpalette, combined with our technology, offersour customers unique, authentic and branddifferentiating flavours to help increase theirmarket success with new citrus productlaunches. “Consumers are acutely aware of ingredi-

ents, label declarations, health issues, qualityand cost. They are looking for new beverageexperiences which are authentic, fresh,vibrant, sophisticated and natural and haveextremely high expectations for their prod-uct choices. But, above all, they want great-tasting products relevant to their lifestyle andneed for refreshment,” she added.

THE first cocoa beans produced from UTZ Certified farmer co-operatives have been delivered forprocessing by Cargill Cocoa & Chocolate. The use of beans from these certified sources will beextended to the complete product portfolio. Harold Poelma (Cargill, front left), Daan de Vries(Cocoa Programme Manager UTZ Certified, front right) with managers of the first two certifiedco-operatives, and the certified cocoa beans. www.softdrinksinternational.com

Soft Drinks International – January 2010 17INGREDIENTS

innovation recognisedDSM’s lactotripeptide blood pressure man-agement ingredient, tensVida, has won theOutstanding Application in Nutraceuticalscategory at the 2009 European OutsourcingAwards. Judges commended DSM’s strategyfor developing and launching tensVida witha highly innovative approach. This latestaward for tensVida recognises the close col-laboration between DSM and its partners:the University of Maastricht, a large dairycompany, a prominent consumer productscompany and TNO, a leading independentDutch research organisation.Garnet Pigden, Senior Vice-President

Functional Foods, DSM Nutritional Products,comments: “The award further highlightsDSM’s commitment to research, open inno-vation and science-based product develop-ment. We are encouraged by the responseto tensVida to date and are very pleased toreceive this recognition. Our integratedapproach was crucial to achieving success,particularly as extensive research, productdevelopment and new manufacturingprocesses were required.”tensVida contains specific, naturally-occur-

ring dairy peptides called lactotripeptideswhich have been shown to help controlblood pressure in a number of clinical stud-ies. The active peptide responsible for lower-

Fibre to the foreRESEARCH released by Tate & Lyle hasunderlined the growing awareness by Euro-pean consumers of the importance of fibre.It has shown that people across Europe con-tinue to struggle to meet their daily fibreintake, with a third of the survey’s 1,565respondents admitting they do not consumeenough fibre. Young people were most con-cerned. Further, fibre is now seen as almost as

valuable as more established claims such as‘low in fat’. Forty per cent of the respon-dents rated fibre as an important benefitwhen purchasing products, while 72% saidthey would be willing to pay extra for prod-ucts enriched with fibre (up from 50% in2008). Twenty six of the respondents sug-gested they would be willing to spend 20%or more for products which include a ‘highin fibre’ claim (up from 16% in 2008).

More than orangesand lemons WITHIN the framework of its 'Citrus Com-petence' project, Frutarom is offering 27natural and FTNF (from the named fruit)citrus flavour variants. These include grape-fruit, lime, mandarin, tangerine, orange,lemon, clementine, pomelo, yuzu and bloodorange. They can be incorporated singly orin combination into non-alcoholic beveragesincluding flavoured water, carbonated softdrinks, juices and juice drinks. 'Citrus Competence' is the platform

which Frutarom shows how, from a sensoryperspective, the areas of refreshment andfreshness are intrinsically linked to thechemical makeup and the interaction of theraw materials. The company points out thatcitrus flavours have complex sensory pro-files and that it is especially challenging tocreate the desired flavour type. The flavours selected by Frutarom

embrace innumerable nuances, with sensorydescriptors ranging from zesty throughsweet to pine. They are all natural. An inter-national expert group from the company’ssites across Switzerland, the UK and Israelhas compiled this flavour range for tasty, yethealthy, clean label products.

In the first quarter of 2010 the 'CitrusCompetence' project will continue to focus

on the impact of new legislation coming in2011 pertaining to the 95:5 ruling for natu-ral fruit specific flavourings, combinations of

citrus tonalities and a more in depth viewof the importance of freshness related tostability and its relevance for beverages.

Jerome Tauzin, Product Manager for fibreat Tate & Lyle commented: “The results ofour research show very clearly increasedconsumer awareness of the importance offibre and the huge potential of high in fibreproducts. Growing numbers of consumersrecognise that they are looking at ways toensure they meet their daily fibre require-ments. “At Tate & Lyle, we are committed to

helping manufacturers create affordable, fibreenriched food and drinks. Our health andwellness innovation centre housesresearchers, application scientists, nutrition-ists, regulatory and quality experts and prod-uct management personnel, all of whom areavailable to help our customers formulatenew products and improve existing ones.”This month Tate & Lyle is opening

Europe’s first dedicated polydextrose pro-duction line to manufacture a range ofeasy-to-use, low calorie, cost effective solu-ble fibres.

ing blood pressure is the so-called lac-totripeptide Isoleucine-Proline-Proline (IPP).Although lactotripeptides are present innormal dairy products, they are inactivewithin the original milk protein. DSM devel-oped innovative enzymatic technology torelease and activate the peptides.With the benefit of a clean taste,

tensVida is suitable for a broad range ofapplications, including waters and juices.

Send your news to:

[email protected]

18 Soft Drinks International – January 2010INGREDIENTS

Functional forum…

Range extendedBASF has extended its LycoVit range with avegetarian lycopene formulation designedespecially for beverage and food applications.Called LycoVit 10 CWD/S the product isallergen-free, vegetarian, non-animal derived,protein-free, GMO-free, BSE/TSE-unaffected,kosher and halal. As it is cold-water dis-persible, it is suitable for basically all bever-ages like lemonades, sport drinks,multivitamin juices, fruit-based drinks, ready-to-drink beverages, liquid supplements andmeal replacements. Sound scientific evidence for health bene-

fits as an antioxidant and in prostate healthexists for BASF's LycoVit. In clinical studies itwas shown that intake of LycoVit supple-ments can reduce oxidative damage in whiteblood cells of elderly women, and it caninhibit progression of age-related prostateenlargement in elderly men.

Functional additionsCalifornia-based BI Nutraceuticals has addedfour new extracts that can be used in dietarysupplements, functional foods and beveragesto its ingredient library Elderberry: a 4:1 ratioextract that can be used to boost antioxi-dant properties: available in a water-solubleformulation for use in beverage applications.Rosemary: standardised to a 2.5% rosmaricacid; rosemary is one of the most powerfulnature-derived antioxidants. Mangosteen: ahigh antioxidant superfruit from Asia; availablein a water-soluble formulation for use in bev-erage applications. Yerba Mate; available as a4:1 ratio extract or an extract standardisedto 20% caffeine. Engineered to have a veryclean taste for food and beverage applica-tions specifically.

Fitness K + S's new facility for the production ofpotassium chloride has now come on streamat the German Zielitz plant. The facility willextend the site’s range of products toinclude a product that is particularly strong in

value and for which there is potentially highdemand. K+S has invested €28 million in thefacility in order to establish itself as an effi-cient provider in a growing market segment.Dr Ernst Andres, a member of the execu-

tive management of K+S KALI GmbH, said“We want to set new standards worldwidein the production of high-value potash saltsfor healthy foodstuffs and balanced nutritionfrom the Zielitz site.” Suitable potassiumchloride (KCl Food Grade) is used in theproduction of fitness drinks and other food-stuffs.

Brain healthNaturex has launched Cereboost, a newingredient for brain health. In a recent clinicalstudy, conducted by the Brain Science Insti-tute at Swinburne University in Melbourne,Australia, the subjects supplemented withCereboost experienced significant improve-ment in the cognitive areas of working mem-ory and alertness. Cereboost is a patentpending extract of American ginseng that issuitable for use in beverages. Developed forits activity on cognitive performance, it has aspecific profile of ginsenosides. Naturex saysthese unique characteristics make Cereboostthe ultimate ingredient for brain support, forpeople of all ages.

NutritionalNovus International Inc of St. Louis, Missouri,has launched its human nutrition division,Stratum Nutrition. Stratum will focus itsefforts on growing a portfolio of specialtyand functional ingredients that target busi-ness-to-business manufacturers of foods, bev-erages and dietary supplements in NorthAmerica and Europe. The division's remit isto develop a portfolio of branded, value-added ingredients for human health applica-tions such as immune health, bone health,joint health, weight management and healthyageing. One of Stratums' first moves hasbeen to enter into a 'Technology Partner-ship' with ESM Technologies of Carthage,Missouri regarding its NEM (Natural EggshellMembrane) joint health ingredient which hasapplications within beverages.

Eye healthOmniActive Health Technologies of ShortHills, New Jersey, has launched Lutemax2020, a next generation eye health ingredientthat combines lutein and zeaxanthin isomers.The human eye contains lutein and zeaxan-thin isomers, namely RR zeaxanthin and RSzeaxanthin, which have been researched fortheir key role in protecting against age-related macular degeneration. Lutemax 2020is claimed to be the first ingredient that pro-vides enhanced levels of zeaxanthin isomers,along with lutein, for convenient and morebeneficial nutrient availability to the eyes.

Q-10 energyTaiyo Europe has developed a water solubleingredient with 10% coenzyme Q-10 con-tent. SunActive Q-10 offers beverage manu-facturers the antioxidising benefits of Q-10 inan easy-to-use format. Q-10, or the co-enzyme ubiquinone, plays an essential role inthe body’s energy generation, in particular inthe heart and liver, where energy require-ments are greatest. Acting as an antioxidant,Q-10 is known to help address metabolicdisorders and hypertension. The co-enzyme’slow polarity and thus water solubility has his-torically posed a problem to manufacturers.Taiyo’s advanced research and technologicalcapabilities have overcome this issue, devel-oping a water-soluble product suited to avariety of applications, which includes bever-ages and yoghurts.

� Fortitech Europe entered the Russianmarket with its participation at IngredientsRussia 2009.The company, while a newcomer to the

Russian market, has over 23 years of experi-ence fortifying foods and beverages utilising‘custom nutrient premixes’ and has aligneditself with KUK, an established distributor inRussia and eastern Europe, to develop forti-fication opportunities with food and bever-age manufacturers in these marketplaces. Apremix is a blend of multiple functionalingredients from a comprehensive selectionof vitamins, minerals, amino acids, nucleotidesand nutraceuticals. popularly used in sportsdrinks and juices.

� FloraGLO Lutein is the preferred brandof lutein used in doctor-recommended eyehealth supplements, according to theNational Disease and Therapeutic Index(NDTI) syndicated report (August 2008-August 2009, US Data). FloraGLO hasGRAS (Generally Recognised as Safe) statusfor several food and beverage applications.Andrew Martin, Vice-President of GlobalMarketing for Kemin Health, said the report,“really validates the product’s ability toimprove eye health as well as provide ourcustomers with an unmatched promotionaladvantage other brands can’t offer.”

� Treatt plc, has extended its range ofFEMA-accredited specialty chemical ingredi-ents with the launch of six new syntheticnature-identical products. Included in the

range is 4,5-Dimethyl-2-isobutylthiazole; 2-isobutyl-4,5-dimethylthiazole whose green,earthy, nutty, geranium, tomato-like character-istics make it ideal for use in a variety of flo-ral and vegetable formulations. Keyapplications include beverages where a doseof 0.001 ppm is recommended.

� Danisco has broken ground on a majorplant expansion at the Danisco culturesplant in Madison,Wisconsin. The investmentincludes one of the largest ultra-cold stor-ages in the US as well as pelletising produc-tion rooms. The new Madison facilities areexpected to go into operation in August thisyear. The investment is part of the recentlyannounced $90 million that will be investedby Danisco to expand its cultures capacityworldwide.

In brief…


“Soft drinks play a positive role in a balanced diet”

“The soft drinks industry provides choice to meet

consumer demand”

Hazard Analysis of Critical Control Points (HACCP) Workshop

A two-day practical workshop

13 - 14 April 2010 (HACCP0410)

Are you a supervisor/junior manager responsible for monitoring CCPs and corrective actions?

Do you need practical guidance on the implementation of HACCP principles?

There are many training courses in the application of HACCP; however, none are speci�c to the production of soft drinks, fruit juices and bottled waters.

This practical training programme gives guidance on the implementation of HACCP principles and is the only workshop which shows how they should be applied to the manufacture of soft drinks, fruit juices and bottled waters in a factory environment. A previous knowledge of at least basic food safety is desirable.

Outline programme for workshop:

Introduction to HACCP and its development

Legal obligations and future legislation

De�ning hazards, possible causes and risks

Application of HACCP principles using the WHO/Codex approach

Making HACCP work for your company

Management considerations of HACCP for analysis

Tuition: Provided by Dialog, training specialists and consultants to the food industry.

Accommodation: To be arranged by delegate. A list of hotels is avaiable from BSDA.

Fees: Include tuition, course notes and meals for the duration of the course. Excludes accommodation and examination fee.

Manufacturing/Factor/Franchisor Members: £615; Associate Members (Includes Beverage Council of Ireland): £715; Non-members (UK & Overseas): £875. Examination fee £45. (exc VAT)

Manufacturing Soft Drinks Today

A three-day residential training course

16 - 18 March 2010 (MSDT0310)

Do you need an in-depth introduction to the processes used in soft drinks manufacture?

Do you want to learn about the innovative practical, technical and scienti�c aspects involved?

Would you like the opportunity to meet and learn with others associated with the soft drinks industry in a lively and informative environment?

Whether you are new to the world of soft drinks manufacture or have been associated with the industry for a while, if you have answered ‘yes’ to one or more of the above questions then attendance on this course is a must for you.

Through presentations, demonstrations and group syndicate sessions participants will leave the course with an understanding of the innovative practical, technical and scienti�c aspects of manufacturing processes involved in the production of soft drinks, fruit juices and bottled waters.

Outline programme for the course:

Water quality and treatment

Ingredients and �avourings

Carbonation and �lling processes

Bottled water production

Primary and secondary packaging

Tuition: Lecturers are drawn from those working within the industry and consultants to the industry, all of whom have a vast wealth of knowledge and expertise.

Accommodation: included for the nights of days 1 and 2 in the course fee. Additional overnight accommodation can be booked through the BSDA, for which an additional charge will be made.

Fees: Include tuition, comprehensive course notes, overnight accommodation and all meals and refreshments for the duration of the course.

Manufacturing/Factor/Franchisor Members: £1005; Associate Members (Includes Beverage Council of Ireland): £1315; Non-members (UK & Overseas): £1725 (exc VAT)

BSDA TRAINING PROGRAMME 2010The British Soft Drinks Association is the national association representing the interests of UK producers of soft

drinks, including carbonated drinks, still and dilutable drinks, fruit juices and bottled waters.

All courses are sector speci�c which means you get the right courses for you

The British Soft Drinks Association Ltd 20-22 Stukeley Street London WC2B 5LR Telephone: +44 (0)20 7430 0356 Fax: +44 (0)20 7400 3711

email: [email protected] web:www.britishsoftdrinks.com

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Soft Drinks International – January 2010 21RESEARCH

HFCS under scrutiny againRESEARCH presented at the AmericanSociety of Nephrology's 42nd AnnualMeeting and Scientific Exposition inCalifornia, US, has suggested that a highintake of fructose, mainly in the form ofhigh fructose corn syrup (HFCS) could beputting people at risk of developing highblood pressure (hypertension).

According to a summary in Eurekalert(29/10/09), over the last 20 years, risingobesity rates have coincided with largeincreases in fructose intake, associated inthe US with the use of HFCS. Today,Americans consume 30% more fructosethan 20 years ago and up to four timesmore than 100 years ago, when obesityrates were less than 5%. This increasealso mirrors the dramatic rise in theprevalence of hypertension, althoughprevious research has not shown a con-sistent relationship between fructoseintake and hypertension.

Dr Diana Jalal, a nephrologist at theUniversity of Colorado, described hercross-sectional study in which data from4,528 healthy adults, taking part in theUS National Health and NutritionExamination Survey (NHANES), wereused. The participants completed adietary questionnaire which includeddetails of their consumption of fruitjuices, soft drinks, bakery products andconfectionery. This allowed Jalal and col-leagues to calculate their fructose intake.

It is explained that although fruits con-tain fructose this was not included in theintake calculations because the authorssuggested that the content of ascorbate(vitamin C), antioxidants and potassiumcountered the effects of fructose. The par-ticipants' blood pressure was also meas-ured. Confounding factors taken intoaccount when analysing the data by mul-tivariate logistic regression were demo-graphics, co-morbidities, physicalactivity, total calorie intake, and salt andcalcium intakes.

Results showed that participants whoate or drank more than 74 grams/day offructose (2.5 sugary soft drinks per day)increased their risk of developing hyper-tension. Specifically, a diet of more than74 grams/day of fructose led to a 28%,36%, and 87% higher risk for blood pres-sure levels of 135/85, 140/90, and160/100 mmHg, respectively. (A normalblood pressure reading is below 120/80mmHg). Even after taking into accountthe confounding factors, an increasedlevel of fructose intake was still associat-ed with higher odds of getting high bloodpressure.

Science Monitor

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

The study was evaluated by healthexperts writing for 'NHS Behind theHeadlines' and found to have certain lim-itations. For instance, details of the meth-ods used were not fully disclosed and thework has not yet been peer reviewed.Blood pressure can vary according to howand when it is measured, and a single ele-vated blood pressure measurement can-not be used as an indication ofhypertension. Also, it is difficult to singleout the effects of an individual nutrient,and a high fructose intake may simply bea marker of a generally unhealthy diet.

Despite the fact that HFCS is associatedwith a high fructose intake (and possibleadverse effects thereof) it is noted thattable sugar (the disaccharide sucrose)contains fructose and glucose in equalmeasure. Lastly, the cross-sectionaldesign of the study means that it is notpossible to establish whether one factorcauses the other, as they are both meas-ured at the same time.

Green tea extracts may protectagainst oral cancerEXTRACTS from green tea may preventthe formation of mouth cancers in peoplewith risk signs of the disease, according

to a new study from Texas. Green tea con-tains between 30% and 40% of water-extractable polyphenols. Over 50% ofparticipants in the University of Texas M.D. Anderson Cancer Centre study, whichused Ito's green tea extract, experienced aclinical response to the extract, accordingto findings published in CancerPrevention Research. Whilst the findingsare encouraging, experts state that theyare not conclusive and much moreresearch must be carried out to fullyunderstand the longer term preventioneffects and to investigate the potentialbenefits for those at highest risk of oralcancer.

Dr Pepper withdrawn in Northern IrelandCOCA-Cola Hellenic Bottling Companyhas withdrawn certain batches of DrPepper in Northern Ireland, because ofhigh levels of benzoic acid. The FoodStandards Agency has issued a FoodAlert for Information.

Children accidentally swallowingbeverage can pull tabsOHIO investigators have reported at theannual meeting of the RadiologicalSociety of North America that childrenare accidentally swallowing beverage canpull tabs. A radiologist decided to inves-tigate the issue after he saw a child whohad swallowed a tab. His team assessedall radiology reports over a 16-year periodfrom their centre and identified 19 cases.

The majority of these cases involvedteenagers. He is quoted by Reuters as say-ing that this makes sense because the kidswho are sitting around drinking out ofsoda cans are going to be older. He con-tinues by saying that they fiddle with thetab, break it off, drop it in the can, forgetthey've dropped it in the can, and thenswallow it or play with it in their mouthand swallow it by mistake. None of the 19cases had adverse outcomes, althoughany of them could have caused seriousproblems such as obstruction and tears inthe bowel.

Picture courtesy of Treatt Plc

22 Soft Drinks International – January 2010ProDUCTS

Juices & Juice Drinks

SOUTH AFRICA The Loaded Smoothiesbrand was an almost overnight successwhen it launched its packaged smoothies inFebruary 2009. Now, with sales growing rap-idly, the range has a new look. Co-founderMario Thompson says the packaging “oozessophistication, a premium attitude andmouth-watering flavour”.The makeover strategy is based firmly on

research showing that consumers enjoypackaging which communicates great tasteappeal, he explained. This is achieved bystrong fruit graphics, with a much simplerlayout and less complicated flavour names.The previous look was rather cluttered,albeit in a friendly and funky way, cramminga lot onto the 200ml Tetra Brik packs.Now the message is much more straight-

forward – it emphasises that LoadedSmoothies deliver a quick, concentratednutritional boost. They contain only fruit withno added sugar, preservatives, stabilisers orcolourants.Brothers Mario, Robert and Mark Thomp-

son worked on the drink recipes for over ayear before deciding how best to hit themarket. They were able to convince Glen

Uniform new lookGLOBAL The Coca-Cola Company hasunveiled a new visual identity for its juicebrands. The new look is being implementedacross brands worldwide and is part of thecompany's effort to expand its global leader-ship position in the juice category. With more than 100 juice and juice drink

brands available in 145 countries worldwide,the company's share of the juice categoryhas nearly doubled over the past 10 yearsand its global juice volume is now twice thesize of its nearest competitor. The companyhas grown its ready-to-drink juice and juicedrinks business in the 10 years from 1998 to2008 at an annual growth rate of 11% and isthe largest buyer of fruit for juice consump-tion, buying one in six of all orangesprocessed for juice.Based on consumer research, the new

design builds on elements of the MinuteMaid look, including the black rectangle andwhite logotype lettering, while adding agreen horizon mark and new fruit photogra-phy. The move was made to improve shelfstand out, drive cost efficiencies and createconsistency across a world family of juicebrands and products.“The scale and magnitude of this world-

wide rebranding effort is significant for ourjuice business,” said Guy Wollaert, General

Smooth makeover

Heneck of JMC Melnick, the company whichintroduced Red Bull to South Africa andhandles several other leading brands, thatLoaded Smoothies sat well in its portfolio.JMC Melnick’s distribution network has seenthe brand listed in major grocery and con-venience store chains.Flavours in the Loaded range are Berry

(‘strawberries and other fruit’), Kiwi (‘kiwi,apple and other fruit’), Mango (‘mango,orange and other fruit’) and Passion Fruit(‘passion fruit, pineapple and other fruit’).

Loaded Smoothies describes itself asbeing “hell-bent on working in a sustainableway, because we know that our philosophyaround recycling, ethical procurement andcommitment to reducing carbon emissions ishealthy for everyone, not merely marketingbuzz words aimed at green washing ourorganisation”.Loaded has recently endorsed its first

sports celebrity: South African cricket greatJP Duminy. He will be taking part in promo-tional campaigns.

Manager, Global Juice Center, The Coca-ColaCompany. “Our new, uniform packagingdesign system unites key brands in our juiceportfolio, including Minute Maid, Del Valle,Andina and Cappy, under a single, iconicbrand identity.”The new look was created in-house at

Coca-Cola. David Butler, the company's VPof Design, said: “This scalable, common iden-

tity was created to address a business chal-lenge, not to simply update a package. This istruly designing on purpose.”The US has been the first to see the

changes in Minute Maid packaging, Con-sumers of other juice brands, such as DelValle, Andina and Cappy, will experience thenew designs as they are rolled out in theirlocal markets this year.

Soft Drinks International – January 2010 23ProDUCTS


Winter warmer USA Columbia Gorge Organic (CoGo), anall-organic, fresh juice and fruit company,has added a new drink to its Satisfier line:Meyer Ginger Lemonade, a spicy lemonade,made with fresh ginger, cayenne pepper andMeyer lemons. CoGo created the beveragefor people seeking a refreshing and sooth-ing organic beverage during the cold, wintermonths.

“We’ve got a great newproduct that will bothwarm people up and begood for them. Comple-menting the cayenne pep-per and fresh ginger, we’vegot classic Meyer lemons,which are known to besweeter and less acidic thanthe more common lemon,”said Jimmy Stewar t, co-founder of Columbia GorgeOrganic. “We source theMeyer lemons directly fromStehly Farms and SundanceFarms, both of which are

located in southern California.” Meyer Ginger Lemonade is available in

new, CoGo-designed 16 fl oz recyclableplastic bottles for the suggested retail priceof $3.29. Columbia Gorge Organic is arural, family-run farm. They pack fresh fruit,manufacture juice, and process puree fromfruit they grow.

Seasonal moveFINLAND In time for the festive seasonand targeting family consumption, Hartwalldeveloped Jaffa Christmas Apple, an appleflavoured drink. Produced from natural fruitsand spices, Jaffa Christmas Apple has beenavailable in 1.5 litre recyclable glass bottles. The apple-based soft drink contained gin-

ger and vanilla as auxiliary flavours. “Hart-wall Jaffa Christmas Apple is the realauthentic Christmas treat for the holidayseason. It's a Christmas taste and its strikingred colour makes this the ideal drink forfamily gatherings,” said Tuija Kleimola, Hart-wall's product marketing spokesperson.

oceanic distributionAUSTRALIA From the beginning of March,the Ocean Spray range of beverages will beproduced and distributed in Australia byHeinz. The agreement covers Ocean Spray’sexisting cranberry and other fruit drinks,

rTD licence AUSTRALIA Frucor is now marketing anddistributing the Angostura Lemon, Lime andBitters RTD under a long-term brandlicence. It is being sold predominantly in thegrocery, route and P&C (petrol and con-venience) channels.Distribution of the traditional Angostura

Aromatic Bitters in its iconic 200ml bottleis not covered by the agreement. Thisremains with the island2island BeverageCompany, with a focus on the on-premisechannel.

Wild adventureSOUTH AFRICA Wilde Pressed andSqueezed Fruit Juice is running a summercompetition with a major prize of anadventure trip for two to the Orange

River, plus clothing from First Ascent, to atotal value of R12,000. Ten consolationprizes of Wilde juice hampers are alsoavailable.The Orange River holiday is provided by

specialist travel operator, Wildthing Adven-tures. The promotion is based on an SMS

along with cranberry sauces and sweeteneddried cranberries. It could be extended infuture to include new product formats.Heinz became a major Australasian bever-

age player in 2008 when it acquired GoldenCircle which produces a large portfolio ofjuices, fruit drinks and whole fruit products.Across the Tasman Sea in New Zealand,

James Crisp Ltd will continue as OceanSpray’s distributor but some of the rangewill be sourced from Australia.“We believe that Ocean Spray will add

another dimension to the Heinz businessand provide a strong opportunity forgrowth,” said Anne-Maree Ogilvie, OceanSpray’s Regional Manager for Australia andNew Zealand.Heinz Australia’s Sales Director, Michael

Jones, said the strength and heritage of theOcean Spray brand sat well within the com-pany’s portfolio. “The manufacturing capabil-ity of Heinz Australia – particularly followingits acquisition of Golden Circle, whichincluded juice making facilities in Queenslandand Victoria – also provides Ocean Spraywith excellent product innovation opportu-nities and capacity for growth.”

mechanic and publicised via a promotionalneck tag on Wilde’s 1 litre packs and stick-ers on six-packs of 200ml juices.Wilde is also offering consumers the

chance to win a monthly juice hamper bysigning up online or joining the brand’sFacebook group.

24 Soft Drinks International – January 2010PRODUCTS

Energy & Sports Drinks


BRAZIL Coca-Cola Brazil has launchedGladiator, an energy drink for day – notnighttime consumption. The product hasalready gained a 23% market share in Mex-ico and has been introduced in Brazil in twoversions: Citric Fruits and Wild Fruits featur-ing natural ingredients such as guaraná andcoffee. The drink comes in 473 ml packages and

is a sister brand to Burn which currently hasa 12% share of the market. The companyexpects that the energy drinks category willcontinue to expand in Brazil. According toNielsen data the category has grown from 1million litres per year to 12 million litresover the past three years.

Marketing driveUK Christiano Ronaldo’s natural sportsdrink, Soccerade, is embarking on a multi-million pound national marketing pro-gramme to promote its natural andcaffeine-free credentials.The brand hopes to cash in on a com-

bined £15 billion sports and energy drinksector in the UK as its natural approachcontinues to appeal to sports enthusiasts. InPortugal, the brand has attained a 9% mar-ket share since launch and it is currentlygrowing its share in Germany. An interna-tional roll-out is planned to distribute in afurther 60 countries.Developed by sports formula parent

company Leppin, Soccerade has no artificialflavourings, colourings or preservatives. Itcomes in four flavours, Wild Berries, ColdBlue, Orange and Lemon Lime, in 500mlPET bottles. The product is used andendorsed by FIFA World Player of the Year,Cristiano Ronaldo, who features on all POSand marketing material.

Shot distributionSPAIN Voltz International has signed a dealwith leading Spanish retail distributor CovacaSA to market its energy shot drink through-out Spain, the Canary Islands and BalearicIslands.“Covaca is a leading distribution company

with almost 25 years’ experience,” said RobArnold, CEO, Voltz International. “The com-pany’s established wholesale distribution net-work will ensure wide market penetration ofVoltz to the convenience sector throughoutSpain.”“We anticipate that Spain will very quickly

follow the success of the US and UK energyshot markets,” commented Raul Díez, ChiefMarketing Officer, Covaca. “We looked atvarious different energy drinks to help ustake first mover advantage in the region andour research showed that Voltz was thesuperior product in terms of taste andhealth benefits and was backed up by a solidbusiness model and excellent marketing sup-port.” The Voltz energy shot comprises a combi-

nation of B vitamins, amino acid and antioxi-dants. The concentrated bottle of energydoes not contain carbohydrates and onlysupplies three calories, giving the consumer

Coconut healthUSA Go Fast Sports and Beverage Co hasintroduced a new variant which featurescoconut water and the natural sweetenerstevia.

“Coconut water is full ofelectrolytes, calcium, potassium,magnesium; all of which haveproven health benefits. We areexcited to bring coconutwater to the energy drinkindustry. Go Fast choose steviaas a sweetener supplement forthe new Go Fast CoconutEnergy Drink because of theconsumer demand for low-car-

bohydrate and low-sugar alternatives,” saidJody Shepherd, the company's President.

Daytime energy

Now the brand has launched a nationalinitiative using world champion freestylefootballer, John Farnworth, to search for aSoccerade Dream Team of grass roots play-ers. Winners will receive a minibus for theirschool team. The UK team hopes to go onand play other Soccerade countries in aninternational level tournament. The campaign is using above and below

the line activity including PR with regionalmedia partnerships to drive awareness andtrial.

Christiano Ronaldo quenches his thirst withSoccerade.

an energy boost without sugar and highconcentrations of caffeine. “Although Voltz was only launched in the

UK last year it has experienced significantsales success and already has a strongbrand,” added Díez. “We are therefore,very excited to be teaming up with Voltz tobring this powerful little energy shot drink toSpanish consumers for the first time.”

Soft Drinks International – January 2010 25ProDUCTS

Açai energyUSA Açai Roots, supplier of 100% naturalBrazilian açaí pulp products, has launchednex4 Açaí Energy Shots aimed at health-con-scious on-the-go consumers, looking for asustained boost of energy. The shot combines antioxidant-enriched

superfoods; ingredients include açaí, acerola,guarana and green tea. The formula isclaimed perfect as an energy shot or formixing with any liquid to make juices, shakes,smoothies or even healthy cocktails. “The idea behind the shot was to develop

an innovative açaí product for our con-sumers. Something completely new, withwhich they would be extremely pleased,”said Igor de Freitas, the company's CEO andco-founder.

Classic partnersUSA The Gatorade Company and FOXSports Net have announced a nationalbroadcast and digital partnership to build onthe success of Replay , the popular docu-mentary programme created by Gatoradethat restages classic games from great sportsrivalries. “Gatorade believes once you're an ath-

lete, you're always an athlete,” said Dr KimWhite of the Gatorade Sports Science Insti-tute. “Replay allows us to take our sciencefrom the lab to the field by leveraging ourdeep understanding of sports hydration andnutrition and the expertise of a variety oftraining partners to help prepare these ath-letes for another shot at glory. In addition,the Replay athletes will help us garner adeeper understanding of the needs of a vari-

Can first for car linkUSA Monster Energy has partnered withDUB Publishing and co-founder MylesKovacs to develop Monster Energy DUBEdition. According to Kovacs, producer ofDUB Magazine - a custom car culture mag-azine - and the Monster Energy DUB ShowTour (the world's largest custom auto showand concert tour) the two brands createdthe drink to reach the African-Americanand Latino demographic, mostly males 18-34. DUB approached Monster about thepartnership because no other energy drinkcompany had captured this particular con-sumer. The drink has been launched in the first

32 oz resealable Jumbo Cap Can from BallCorporation. The Jumbo Cap Can is light-weight, portable, unbreakable, quick to chilland 100% recyclable. It also features aunique 'pop and smoke' effect whenopened. “Monster Energy DUB Edition is a truly

innovative package - a unique beverage inthe first-ever 32 oz Cap Can,” said MarkHall, President, Monster Energy. “It is thefirst co-branded, urban-targeted energydrink, and the can design communicates theproduct's functional nature and aggressivepositioning.”The can includes logos for both brands

and pays homage to the automotive cultureand urban lifestyle. It features a can endwith a patented, eye-catching, lug-cap clo-sure from Dayton Systems Group Inc.Ball is the only company to offer the 32

oz and 750 ml Jumbo Cap Cans, MikeHerdman, its Chief Commercial Officer, said:“We are excited to offer another resealablecan option to our customers, one that pro-vides a real, functional consumer benefit and

Turning up theheatINDIA Coca-Cola has introduced its pre-mium energy drink brand Burn in a phasedroll-out. It will initially be made available inselect premium channels and outlets inMumbai, Delhi and NCR and Bangalore. With the tagline 'Can you take the heat?'

Burn is targeted at trendsetting, sociallyactive and adventurous young adults. Its keyingredients include guarana, taurine, glu-curonolactone, caffeine, inositol and theo-bromine and it comes in a 250 ml slim canpriced at Rs75. Speaking at the launch, Ricardo Fort, Vice-

President, Marketing, Coca-Cola India, said:“We are constantly evaluating and exploringthe opportunities to expand and diversifyour beverage portfolio. I am confident thatBurn's potent energy formula, will find a spe-cial appeal amongst the trendy and sociallyactive young adults.” The launch is being supported by a below

stands out on the shelf.”Monster Energy worked with Ball's graph-

ics department in Broomfield, Colorado to

set the colour and graphic tolerances forreproduction of the graphics and logo onthe aluminium cans.

the line consumer engagement campaigninvolving large scale sampling and presencein fashion, music and Bollywood.

ety of athletes.” Replay is based on an original concept

from the creative teams at Gatorade andTBWA\Chiat\Day Los Angeles.


Water & Water Plus Drinks

PRODUCTS


Celebrity support UK Deeside Mineral Water and the charityfresh2o have teamed up to launch an exclu-sive range of bottled water fronted bycelebrities. The limited edition 500ml bottlesfeature A-list stars all shot underwater byrenowned photographer Candice.Actresses Keira Knightley and Kelly Brook,

model Lily Cole, plus DJ Judge Jules and IronMaiden drummer Nicko McBrain are amongthose supporting the initiative. Sales will helpraise money for fresh2o, the charity dedi-cated to enabling the provision of clean safewater for drinking and sanitation purposesworldwide.Deeside Mineral Water flows from a

spring near Balmoral Castle in the ScottishHighlands with health properties dating backto 1760. Celebrity drinkers have includedQueen Victoria, Lord Byron and morerecently Tom Cruise. Ten clinical studies haveshown Deeside Mineral Water can benefithealth and skin conditions, thanks to miner-als absorbed during its 50-year natural filtra-tion process.

Vital messageMIDDLE EAST Revitalised, environmen-tally-friendly packaging for Coca-Cola’s Arwabottled drinking water is being introducedthroughout the Middle East. The uniquely-shaped 500ml and 1.5 litre PET bottles havebeen released initially in the UAE, followedby a regional roll-out.Arwa bottles now feature transparent

labels with stylised water elements intendedto underline the brand’s credentials of purity.The de-cluttered design focuses on onemessage: Vitality for Life.About 30% less ink is used than previ-

ously while the bottle is lighter and easier tocrush for recycling. The bottles are also nowpacked in 100% recycled boxes with less inkused in lettering.“Arwa is amongst the most trusted pack-

aged water brands across the region and theevolution is representative of its impressivegrowth in the category,” said Antoine Tayyarof Coca-Cola Middle East.The brand had taken its original character-

istics to another level, he claimed, “mergingpracticality with both style and individuality,while still communicating its refreshing natu-ral qualities.”Arwa is produced locally in Riyadh (Saudi

Arabia), Qatar, Kuwait City, Al Ain (UAE),Bahrain and Ramallah (Palestine).

Stevia sweetenedNEW ZEALAND PureCircle, a leadingproducer of natural high intensity sweeten-ers, has teamed with Frucor to offer ReviveSupplement Water. This is marketed as thecountry’s first low-calorie vitamin-enhancedbeverage to feature a stevia all-naturalsweetener. Revive Supplement Water issweetened naturally by PureCircle’s Reb a.“Revive is the latest extension to the sup-

plement water range from Frucor Beveragesin New Zealand,” said Chris Hession, Pure-Circle’s Sales Vice-President for the AsiaPacific region.“We are delighted to be associated with

Frucor in this important launch for the cate-gory which further underlines the growingsupport for stevia by major food and bever-age manufacturers in Asia Pacific.”

Soft Drinks International – January 2010 27PRODUCTS

SustainableUSA Responding to consumer demand fora larger bottle, Native Water has introduceda sustainable bottled water in a 700 ml size.The water is locally sourced from springs inthe heart of the Berkshire Mountains inWestern Massachusetts and packaged inrecyclable biodegradable PET bottles. Native Water is bottled in ENSO bottles,

a biodegradable PET plastic bottle. The bot-tles are produced with Ecopure, an additiveadded to the plastic manufacturing processthat allows the bottles to be metabolisedand neutralised on a microbial level, break-ing down the plastic. They maintain thesame physical properties and strengths asexisting PET plastic bottles yet provide amore shelf stable solution than starch-basedPLA materials and oxo-degradable plastics.The bottles are biodegradable in bothanaerobic and aerobic environments andcan also be successfully mixed with standardPET plastic recycling. With the new 700ml size, and its initial

500ml product, Native Waters says it isnow the first company to offer a main-stream recyclable, biodegradable bottlemade with 25% recycled plastic. “Demandfor Native Water is exceeding our initialexpectations,” said Rodger Cohen, Vice-President and co-founder. “Organisationsacross the region are looking for ways toprovide their consumers with the healthiestand highest quality natural spring waterwith a minimal carbon footprint. They’veasked for the new 700 ml bottle and weare happy to provide them with an addi-tional option.”

Winter bottleUK S. Pellegrino has intro-duced a limited edition win-ter bottle with its green,blue and red star decoratedwith delicate snowflake art-work. Launched in time forthe festive season, AliceCostes, S. Pellegrino Market-ing Manager, said the bottle,“is perfect for celebrating aseason full of festivities, din-ners and family gatheringswith a special touch ofstyle.”

Award winningUK Wenlock Spring won three industryawards for its new glass bottled spring waterrange at the 52nd British Bottlers Institute(BBI ) Gala Awards Dinner held in London.BBI presented Wenlock Spring Water with aMedal, Diploma and Gold Award for theexcellent taste of its still and sparklingwaters and a Gold award for the bottledesign presentation, with a label design bybranding specialists Carl Jones Design.Wenlock Spring is based in Wolverton,

Church Stretton, Shropshire. The water isdrawn from a naturally protected and totallysustainable source beside Wenlock Edge, alimestone escarpment created 400 millionyears ago, where it is pumped directly to thebottling hall through stainless steel pipes andbottled at source.

� UK Highland Spring, the UK’s leadingproduced brand of bottled water, recentlysponsored the Barclays ATP World TourFinals, the end of season men’s professionaltennis event, which took place at London'sO2 venue. As a long term supporter of British ten-

nis, the sponsorship is a natural fit for High-land Spring, who are also the exclusivebeverage sponsor to Andy Murray, JamieMurray and Judy Murray. Highland Spring isalso an official supporter of the Lawn Ten-nis Association.

� NORWAY Isklar Norwegian GlacialNatural Mineral Water has won Gold for itspackaging at the prestigious Pentawards inBrussels. Isklar’s award-winning facettedbottle is designed to mirror the beauty ofthe Norwegian glaciers from where themineral water is sourced. Isklar CEO PeterKrogh remarked, “Isklar has worked hard todevelop a captivating, relevant and uniquebrand identity. This award proves that theIsklar story continues to resonate andengage.”

� UK Nestlé Pure Life, is the new officialwater of the London Marathon. The spon-sorship was previously held for 11 years bysister brand, Vittel, but will switch to NestléPure Life this year at the same time as theheadline sponsorship moves from Flora toVirgin. Rebecca White, Head of Marketingat Nestlé Waters UK, said: “We’re delightedto be associating the Nestlé Pure Lifebrand with such a fantastic, high-profileevent as the London Marathon. “As an event that brings families together

to cheer each other on, Nestlé Pure Lifewill be there to keep kids and adults alikewell hydrated whether they’re taking partor simply watching.” To celebrate its firstyear as sponsor Nestlé Pure Life will haveits own running team.

In brief…

UK Britvic's new drench advertising campaign stars a hamster jazz band and demonstrates thatbest performances come from being hydrated. A nationwide search chose four hamsters to form‘The Clever Hamsters’ and star in the advert, which shows them performing a note-perfect jazztrack, whilst keeping themselves topped up with drench spring water.

The Wenlock Spring still and sparklingwaters are available in recyclable glass bot-tles in 330ml, 750ml and 1 litre sizes or PETbottles available in 500ml, 500ml (sportscap), 1litre, 1.5 litre and 2 litre sizes.

Bruce and Matthew Orme of Wenlock Springand Carl Jones (centre) of Carl Jones Design.


Carbonates

PRODUCTS

Zero caloriesUSA Seattle-based Jones Soda has added azero calorie line called Jones Zilch. “Thedemand for a healthy beverage alternativescontinues to grow,” said Joth Ricci, the com-pany's President and CEO. “With Zilch, weare able to offer current consumers, a zerocalorie beverage option that has an amazingtaste and is available in a variety of flavours.We also believe this product will expand theconsumer base of Jones for consumers look-ing for that flavour-based, zero calorie alter-native.”Slang for zero, Zilch has no calories. It is

fortified with 30% of the recommendeddaily allowance of vitamin C and sweetenedwith Splenda and comes in three flavours:Pomegranate, Vanilla Bean and Black Cherry.

Safe drivingUK Over the past festive season Coca-ColaGreat Britain has been rewarding driverswho chose not to drink on a night out witha ‘buy one, get one free’ Coca-Cola or dietCoke.The Designated Driver campaign ran from

1st December 2009 to 2nd January 2010 inover 8,000 bars nationwide, backed by anextensive multi-million pound marketing pro-

Global campaignstarts in LondonUK 'Grab a taste of Friday' is the new globalcampaign from Fanta, Coca-Cola's flavouredcarbonate brand. The idea is to promote theless serious attitude of the brand by celebrat-ing the positive feeling associated with Fri-days. To support the campaign a range of limited

edition pack designs have been introducedalong with a series of fun and rewardingFanta experiences. Both will be unveiled in2010 and have been designed to engage withmums and the brand's core teen market. The first stage of the campaign launch has

appeared in the form of a ‘countdown to Fri-day clock’, which has appeared on London'siconic Piccadilly sign in London. Konstantinos Delialis, Director Global

Brand Management for Fanta who led theprogramme with the help of the Fanta GBbrand team, said: “The development of the

Avatar activity GLOBAL Coca-Cola's Zero brand haspartnered with Twentieth Century Fox on amajor promotional campaign, in over 30countries, for James Cameron’s epic-adven-ture film Avatar.The campaign includes a 30 second cin-

ema advertisement featuring Coke Zeroand footage from the film. The spot showsa young man in front of his computer. Hetakes a drink of Coke Zero from a specialAvatar branded pack. The motion of thepack stimulates the webcam into action.Focusing in on the Avtr mark, the webcamunlocks an immersive movie experience. Ina flash, he is transported to the world ofPandora which comes alive in footage fromthe movie.The brand's website Coke Zone pro-

vides digital elements to the campaignwhere consumers have the chance to winbrand experiences from tickets to the pre-miere to redeeming points in exchange forAvatar memorabilia and downloading theTVC.A dedicated site – www.AVTR.com – has

also been developed between Coca-ColaZero and the studio and filmmakers which

CommemorativecanMIDDLE EAST It began as a modest bot-tling plant in 1959. Now Dubai Refresh-ments Company (DRC) is one of theregion's most successful soft drinks bottlers,the sole franchisee and distributor for Pepsibeverages in Dubai and the UAE’s north-ern emirates.When DRC began

production, Dubai itselfwas still a small tradingand pearl fishingport..Over 50 years,both the company andthe country have flour-ished, to the pointwhere Dubai is now –notwithstanding itsmuch-publicised tem-porary cash-flow prob-lems of late – a major business, logistics,events and tourism centre.To commemorate its golden anniversary,

DRC – which this magazine has beenreporting on regularly for the past 20 years– has produced limited edition cans whichfeature the Al Shindagha neighbourhood ofDubai City and Burj Dubai, the world’stallest building. Al Shindagha, with its tradi-tional wind towers, preserves the architec-ture and atmosphere of old Dubai.“We wanted to celebrate the diversity of

Dubai and the unrivalled progress that hasbeen made over the last 50 years,” saidMana Al Mulla, DRC’s Managing Director.“From a small pearling port to one of themost famous and attractive destinations inthe world is an incredible feat and we areenormously proud to be a part of that.”

'Grab a taste of Friday’ campaign is an excit-ing milestone for the Fanta brand. We see theaddition of this pillar as integral in the futurevision for the brand.” Cathryn Sleight, Marketing Director at

Coca-Cola Great Britain, commented: “Wewere thrilled to partner with the global teamto produce the exciting ‘Grab a taste of Fri-day’ campaign. We will be rolling out a fullyintegrated plan to support this campaign sothere are exciting times ahead for the Fantabrand.”

features regular ‘live’ journalist reports fromthe world of Pandora. Stafford Green, Group Director, Interac-

tive for The Coca-Cola Company, said:“Accessing AVTR.com is one of the bestways to prepare to go and see Avatar.Through our partnership with the studioand filmmakers, Coke Zero makes it possi-ble to delve deep into this exciting prop-erty before you get to the movie theatre.”

gramme as part of Coca-Cola Great Britain'sChristmas ‘Gift of Giving’ initiative. It is partof the company's pledge to promote thepositive role that soft drinks can play as cred-ible alternatives to alcohol. A Department for Transport spokesperson

said: “Our THINK! road safety advertisingcampaigns highlight the consequences of drinkdriving and we are pleased that Coca-Colasupported this year's campaign by helpingdesignated drivers stick to soft drinks. Ourmessage is clear: don’t drink and drive.”

Soft Drinks International – January 2010 29PREVIEW

China’s packaging industry is demonstratingits growing strength in the global arena. The

total value of the packaging industry wasRMB7.2 billion in 1980, and it increased rapidlyto RMB627 billion in 2008. Both the packagingindustry and products have continued to evolveat a pace, with the advancement of the economyand technology.

With the emergence of new technologies andmaterials, glass, metal (aluminium) and cartonpackaging are no longer the only choices for bev-erage packaging. PET blow molding technologies,laser-jet printing, and automatic production andpackaging lines are now favoured in the beveragepackaging market.

Plastics packaging spotlightChina Drinktec 2010 will showcase specialisedbeverage and brewery packaging equipment, thelatest beverage production and processing solu-tions, beverage and brewery auxiliary line acces-sories, sorting equipment and systems, blowmoulding machines, thermoforming machines,glass unloading machine stacks, bottle rinsers,sterilisation machines, glass carrying machines,and carton palletising equipment among others.

Around 15 symposia will be heldAccelerated by the economic development inChina, the packaging industry has become theup and coming industry, with significant impacton global manufacturing industry developmentand product distribution networks. The concur-rent symposia have been developed to catch theattention of many industry experts and buyers.Hot topics include ‘Plastic Packaging IndustryDevelopment in China’, ‘Food Safety,Standardisation and Quality Control’ amongothers.

the largest packaging expo in China

now in its 14thyear, the event isreported to offerthe bestsourcingplatform forbeverage andliquid processingand packaging,in the region.

China Drinktecand Sino Pack

Building upon past successThe last event attracted 38,698 quality buyers(including 5,805 overseas buyers) from 81 coun-tries / regions – many of them were decision mak-ers of renowned beverage, manufacturingenterprises such as Wahaha, Robust, Yanghetang,Strong, Tsing Tao Beers, P&G, Pearl River Beers,Bright Dairy, Pepsico, Wanglaoji and Watsonsamong others. What’s more, 20 buyers’ delega-tions organised by international and domesticassociations attended the event to purchasemachinery and packaging materials. �

For further information contact Ms Ella Shui / MsGemma Zhang of Adsale Exhibition ServicesLimited on tel: (86 21) 5187 9766*299 / *220, e-mail: [email protected] or visit our show web-sites: www.2456.com/drinktec (China Drinktec2010).

The last event attracted 38,698 quality buyers (including5,805 overseas buyers) from 81 countries/ regions.Around 15 symposia will be held to ‘Explore the Future Roadmap of Packaging Industry’ in China.

Plastics Packaging Products Zone will be a feature ofChina Drinktec/ Sino-Pack 2010.

30 Soft Drinks International – January 2010MArKET AnALYSiS

Packaged drinks significantly increased theircontribution to total human fluid consump-

tion over the noughties, according to informationfrom Euromonitor International’s series of newreports on share of throat and wallet. But, thesegains are about to hit a ceiling in the world’srichest countries, where tap water, in particular,is making a comeback. On the flipside, data fromthe emerging markets reveals an ocean of newcommercial opportunity.

New era of multi-dimensional beverage competition

The way in which the world drinks has under-gone a major transformation over the past decade.For one thing, there has been a sharp upturn in theamount of choice on offer to consumers, charac-terised by a new generation of niche categoriesthat raised their global profiles, notably RTD tea,and functional beverages. For another, bottledwater, ranging in format from single serve bottlesto 20 litre home delivery containers, entered adynamic era of product development and, as aresult, became the biggest soft drinks category inthe world, dethroning carbonates.

In 2009, only hot tea (RTD equivalent) wentdown our throats in bigger quantities than bottledwater, according to Euromonitor International.Further, a rapidly expanding modern retail sector,characterised by large-scale self-service storesanchored to glitzy shopping malls, brought new

as a new decade dawns

All commercialbeveragecategories arecompeting forour pounds,dollars, eurosand yuans,writes robWalker.

Share of throat is the name of the game

product development and brand diversity towider cross-sections of the population in keyemerging markets. This has been a pivotal com-mercial platform for drinks development and aspringboard to upping consumer expectations ofwider beverage choice.

The result is a new, highly competitive globalbeverage playing field in which share of throat isincreasingly the name of the game. Gone are thedays when Coca-Cola and PepsiCo could measuresuccess on the basis of market share in carbonates.Portfolio diversity is now critical and the effec-tiveness of a portfolio is best judged by how itweighs up against the total beverage pie.

Quite simply, all commercial beverage cate-gories are competing for our pounds, dollars,euros and yuans, from flavoured milks to juices tocarbonates to coffee to beer. And this competitionhas become especially acute in the midst of man-ifest economic instability. We are, in effect, enter-ing an era of multi-dimensional beveragecompetition in which companies need to trackclosely the activity of all sectors, not only the oneswhere they participate directly.

PepsiCo’s decision last year to claw back con-trol of its two biggest bottlers, Pepsi BottlingGroup and Pepsi Americas, was a deal born of thisnew era of competitiveness in beverages.Spinning off its bottlers made sense a decade agobecause the company’s portfolio was heavilyloaded with carbonates and there was logic to sep-arating the businesses of bottling and distributionfrom marketing and commercial strategies.

A decade on, the commercial potential ofbrands as diverse as Mountain Dew, Gatorade,Aquafina and Tropicana need an operationalstructure that reaches beyond the individualcapacity of carbonate-focused bottlers. Coca-Cola,which pioneered the bottler spin-off model, issticking by its system for now, but that positionmight change over the medium term as the chal-lenges of portfolio expansion grow.

Global share of throat: Commercial packaged beverages,

1999 vs. 2009

(% Retail RTD volume share)

Sector 1999 2009

Hot tea 18.6 16.1

Bottled water 10.2 15.6

Carbonates 16.2 13.3

Beer 11.1 11.4

Hot coffee 12.2 10.3

Milk 11.0 9.8

Fruit/vegetable juice 4.6 4.9

Concentrates 3.4 3.9

RTD tea 1.2 2.2

Wine 2.2 1.8

Functional drinks 0.8 1.2

Other 8.5 9.5

Source: Euromonitor International

Soft Drinks International – January 2010 31GLoBAL oUTLooK 31

Human fluid needThe volume of fluid that humans require forhydration depends on age, gender, activity, cli-mate and diet. It is far from a precise science.What we can say with a fair level of accuracy isthat an average person in average conditionsrequires at least 2.2 litres of non-alcoholic liquid aday (803 litres a year), of which water would nor-mally be the main component. If we use this fig-ure as a guideline of total fluid consumption wecan build up a picture of how branded packageddrinks contribute to our fluid requirements in dif-ferent regions around the world.

In the richer markets (defined as the saturatedzone), encompassing North America, WesternEurope and Australasia, data from EuromonitorInternational’s new reports shows that per capitaconsumption of branded non-alcoholic drinkswas equivalent to 1.5 litres a day in 2009. Using2.2 litres as a conservative estimate of basic hydra-tion requirement, the implication is that 0.7 litresa day was fuelled by unpackaged drinks, mostlytap water.

The report further shows that the share held bypackaged drinks has gained around seven per-centage points over the past decade, continuingan uninterrupted growth curve that can be tracedback to the 1980s. Forecast data suggests, how-ever, that the gains will come to an end over theshort to medium term, with participation stabilis-ing at around 66%. The conclusion is that a two-thirds share is as high as packaged drinks canrealistically climb in their contribution to man’stotal liquid needs.

Quite clearly, tap water and other unbrandeddrinks, such as freshly squeezed juice, will neverbe wholly replaced by packaged alternatives. Infact, tap water is returning to growth in NorthAmerica and Western Europe, especially in theon-trade as environmentally concerned con-sumers turn away from disposable plastic bottles.A squeeze on spending is further restraining pack-aged beverages while re-introducing consumers totap water and other unbranded homemade drinks,such as juice and drinking yoghurt.

If we think of this two-thirds share of total fluidconsumption in the saturated markets as a com-mercial ceiling on the contribution of brandeddrinks to human hydration requirements, it

becomes a useful benchmark for assessing howthe rest of the world drinks. Crucially, it gives usvaluable insight into the depth of opportunitiesthat lie ahead in first and second tier emergingmarkets.

Portfolio powerIn Latin America and Eastern Europe, defined inthe reports as the maturing markets, packageddrinks fuelled commensurately 22% of totalhuman fluid need in 2008, having generated anincrease of more than a half percentage point ayear over the course of a decade. These wereimportant gains, but the implication is that theregion could still be as much as two decadesbehind the level of branded development seen inthe saturated markets.

The disparity is even more pronounced in AsiaPacific, the Middle East and Africa, defined col-lectively as the untapped markets. Here, packageddrinks only recently climbed to 10% of total fluidneed. In this case, it is more appropriate to use thematuring zone as a benchmark, and from that wecan deduce that per capita branded consumptionhas potential to climb by as much as 60 litres overthe long term, fuelled by a potentially rapidexpansion of modern retailing. With a total popu-lation of some 5 billion in this region, the poten-tial upside for the world’s leading beverageplayers is vast.

Euromonitor International’s new series ofreports show quite clearly that the saturated,maturing and untapped zones require fundamen-tally distinct strategic approaches going forward.In the saturated zone, the levelling out of sharemeans that growth in packaged drinks will bedefined increasingly by portfolio power.Crucially, if a brand is to grow it will need to eatinto the market share not only of its immediatecompetitors but also of brands across sectors pro-jecting a fundamentally different profile. This willbe a tough strategic line to navigate.

In the maturing and untapped zones, the oppor-tunity is more obvious, but it would be easy tomiss the boat if companies failed to make the rightlevel of investment. The goal in these emergingregions, ultimately, will be in turning the share ofthroat for branded packaged drinks from a minor-ity into a majority, aligning new product develop-ment with critical shifts in retailing culture andprojected growth in consumer purchasing power.This will need precise strategic tailoring, but ifcompanies get it right they are almost certain towin big. �

Rob Walker is Senior FMCGAnalyst at EuromonitorInternational.www.euromonitor.com

Packaged drinks as a share of total human fluid requirement,

1998-2013

(% share) 1998 2003 2008 2013

Saturated Zone 61 64 66 66

Maturing Zone 16 18 22 25

Untapped Zone 7 9 10 12

Source: Euromonitor International

...the saturated,maturing anduntapped zonesrequirefundamentallydistinct strategicapproachesgoing forward.

Note:Saturated zone = North America, Western Europe, Australasia.Maturing zone = Latin America, Eastern Europe.Untapped zone = Asia Pacific, Middle East & Africa.Packaged drinks = non-alcoholic packaged drinks only.

32 Soft Drinks International – January 2010JUiCES

– tapping the potential

Tropical juices

It’s a big tropical country, where many fruitvarieties – some of them regarded as exotic in

global terms - grow exuberantly with littlehuman intervention. So Brazil’s plan to deliveran increasing volume and variety of tropicaljuices for the local, regional and world markets isnot only realistic but also natural, in more thanone sense – a strategy tinged with a degree ofinevitability.

As we explained in the first instalment of thisthree-part report on Brazilian fruit juice develop-ments, several national agencies are working on amulti-pronged marketing programme which isalready delivering significant returns to growers,processors, distributors and retailers.

One aspect is, of course, the continuation of thetraditional orange juice trade, massaging addition-al opportunities to add value, such as organic pro-duction, putting emphasis on regionalcharacteristics, and dual marketing of juices withwhole fruit and other fruit derivatives. Another, asoutlined in our first report, is the innovative cre-ation of demand for quality grape juice, in variousstyles and packaging choices.

This is interlinked with the burgeoningBrazilian wine industry – many, but not all, of theproducers are wineries, both large and small,while the marketing approach of grape juicereflects the wine trade’s commitment to qualityahead of quantity (although quantity is also on therise).

As explained in the first part of the report, part-ners in this huge fruit and juice marketing endeav-our include IBRAF – the Brazilian Fruit Institute,IBRAVIN – the Brazilian Wine Institute andApexBrasil – the Brazilian Trade and InvestmentPromotion Agency. IBRAF in turn co-operatesclosely with category (oranges, apples, limes andpapaya), for instance organisations representinggrowers, suppliers and processors, as well asregional fruit production groups.

With the traditional tropical fruit initiative,another major player is ASTN – the Associaçãodas Indústrias Processadoras de Frutos Tropicais(Association of Tropical Fruit Juice ProcessingIndustries). ASTN, which was founded in 1982, isbased in Aracajú, capital of the state of Sergipe. Itsmission is to “further the mutual interests of com-panies producing tropical fruit juices and pre-serves, as well as to stimulate their development”.

The organisation’s initial focus was on boostingagro-industries in the north and northeast ofBrazil, but its coverage is now national as wasseen by its participation in the inaugural FrutalCone Sul in Bento Gonçalves where I was intro-duced to cashew juice...and found it very much tomy taste.

Cashew juiceAn enthusiast for using cashew nuts in cooking, Ihad not previously come across a cashew bever-age with the exception of Goa’s feni, a powerfulspirit distilled from cashews. This is to be treatedwith cautious respect, although it does blend wellinto fruit juice cocktails, while Brazil’s cashewjuices are a smooth, thirst-quenching and robustbeverage. Perhaps not coincidentally, Brazil andGoa share a Portuguese heritage.

I was told there are also Brazilian liqueurs madefrom cashew – an experience for the future, per-haps.

Production of cashew – known in Brazil as thecaju – is concentrated in the northeast regions ofBrazil where it has achieved significant growthover the past 15 years. The edible part of thecashew is made up of the nut, which is the realfruit and accounts for almost 10% of the totalweight, and the peduncle or stem, also known asthe cashew apple, which is regarded as a ‘falsefruit’.

Pulped, this delivers juices, flavouring for icecream, wines, preserves, and yes, liqueurs.

Brazil is the world’s leading producer andprocessor of cashew nuts. Its annual throughput isaround 320,000 tonnes, with export sales ofUS$225 million plus, positioning cashews as sec-ond only to orange juice as the country’s mostexported fruit chain product.

Kelvin Kingreports fromBentoGonçalves, rioGrande do Sul.

Above: Cashew fruit – Brazil’scashew juices are a smooth,thirst-quenching and robustbeverage.Below: Mango.

Soft Drinks International – January 2010 33BRAZILAcerola

Brazil’s acerola (also known as the Barbados cher-ry) is claimed to have large amounts of vitamin C– up to 100 times more than oranges and 10 timesmore than guavas. It is grown mainly in the statesof São Paulo and Pernambuco, with an output ofaround 33,000 tonnes annually. The first harvestoccurs two to three years after planting, followedby an ongoing output of three to four abundantharvests annually.

AçaíPromoted by some as a ‘wonder fruit’, the açaí isrich in fibres, proteins, omega 6 and 9, and auto-cyanin, a substance which fights free radicals. InNorth America alone it has boomed as a juice andin other formats; a Brazilian researcher discoveredthat in 2008, US food and beverage companieslaunched 53 different products featuring the açaí.In 2004, it seems, there were only four or five intotal.

In January and February 2009, açaí producers inthe state of Pará exported 2000 tonnes of juice.

Açaí is a native of the Amazon valleys.Amazonian fruit – both whole and juices – arelikely to see solid growth over the next few years,including cupuaçu and bacuri as well as açaí.

MangoSucculent, sweet and soft, Brazilian mangoes areproduced year-round, notably in the SãoFrancisco River Valley region of Pernambuco andBahia, but also in the states of Ceará, Piauí, RioGrande do Norte and São Paulo. Output isenhanced by advanced irrigation, fertilizationtechnology and tree management.

PineappleBrazil’s pineapples (abacaxi) stand out because oftheir strong aroma and sweet flavour, as well asbeing available year-round because of favourableclimatic conditions. Several varieties are grown,the most important being Pérola and SmoothCayenne. The former, grown mainly in Tocantins,have a white pulp (the varietal name means‘pearl’) and are slightly acidic.

GuavaThe guava – goiaba in Brazil – is in growingdemand for juice beverages, both as a single vari-ety and in blends. Like the cashew, it is charac-terised by the high vitamin C contents of the pulp.Guava is found in all regions of Brazil.

CoconutA traditional drink in Brazil, as in so many othertropical countries, coconut milk is becoming morereadily available in packaged format, as well as

fresh from the nut. Coconuts are a successful cropalong the long coastline of the northeast, whereplantations are tending to replace natural groves.

Passion fruitKnown as maracujá in Brazil, this tropical fruit isalso growing rapidly in popularity within Brazilas a packaged juice, often blended with otherjuices or soy milk. The variety most frequentlycultivated in Brazil is the yellow passion fruit.

PitangaSometimes called Surinam cherry, pitanga growin the native forests of Brazil, extending fromMinas Gerais to Rio Grande do Sul. They do notrequire particularly good soils and are propagatedfrom both seeds and grafts.

PapayaBrazil is currently the world’s main producer ofthis fruit, which is rich in antioxidants, vitamin Cand minerals such as potassium, magnesium andcalcium. Annual production of around 1.8 milliontonnes is mostly in Bahia and Espírito Santo.

Part threeIn the third part of this Brazilian report, we’llreturn to Bento Gonçalves, Rio Grande do Sul, tolook in more detail at some of the key players inthe national Grape Juice Project – we listed theirwebsites in our December 2009 issue. �

Further information on the web:www.brazilianfruit.org.brwww.ibraf.org.brwww.infonet.com.br/astnwww.ibravin.org.brwww.apexbrasil.com.brwww.anuarios.com.br

With thanks....Soft Drinks Internationalwarmly acknowledges theassistance and co-operation given in the preparationof these reports on the Brazilian fruit juice industryby the Brazilian Fruit Institute, Brazilian WineInstitute, Brazilian Trade and Investment PromotionAgency and the publishers of the Brazilian FruitYearbook. Thanks are also given for the help andenthusiasm – as well as the generous tasting ses-sions - of the juice and wine producers of the Valedos Vinhedos and other areas of Serra Gaúcha, RioGrande do Sul. A special thanks, too, to IBRAF’sknowledgeable and patient Luciana Pacheco, a fineambassador for her country’s fruit industry.

Brazil’s plan todeliver anincreasingvolume andvariety oftropical juicesfor the local,regional andworld markets isnot only realisticbut also natural.

Kelvin King is Asia/PacificCorrespondent for Soft DrinksInternational.

Left: Coconut – a traditional tropical drink. Right: Acerola – with up to 100 times the vitamin Ccontent of oranges. Below, right: Açai – the ‘wonder fruit’.

34 Soft Drinks International – January 2010MArKET AnALYSiS

Last year saw the peak of financial turbulencearound the world and stakeholders in the soft

drinks industry will be keen to assess how theindustry fared during the choppy waters of 2009.Canadean’s global series of reports provide aguide as to how well the industry has navigatedits way through a difficult year. The numbers areonly provisional at present but they show thatlast year, global soft drinks volumes actuallymanaged to edge forward but by less than 2%.This represents a deceleration on the 3% rise in2008 and a considerable slowdown on 2007’s5% increase in volumes.

The fact that the market grew will be of somecomfort to many in the industry but it should beremembered that volume is very different fromvalue. Many consumers, particularly in devel-oped markets, have cut back on eating and drink-ing out, while the recession has triggered a shift

as Asia lifts global performance

richard Corbettreviews theindustry’sperformanceover the pastyear.

Volume growthcontinued in 2009

to private label and away from the added valuesegments in many markets. Consumers are stilldrinking but they are not spending as much ontheir refreshments.

North AmericaNorth America accounts for 23% of global softdrinks sales but it had been showing the symp-toms of maturity even before 2008’s financialtroubles. 2009 is predicted to have seen between2 and 3% shaved off soft drinks volumes. In theUnited States the situation is not helped by thefees and taxes being imposed by some states onbottled waters; some US government offices areeven banning packaged water from governmentoffices and events. The water category had inrecent years been the source of considerablegrowth in North America, in particular drawingconsumers from the mature carbonates category.The carbonates category has been sheddingbetween 1 and 2 billion litres annually over thelast few years.

EuropeWest Europe, with a fifth of global volumes, hada good hot summer in certain key markets andthis helped to prop up volumes. For soft drinks,it is a straightforward equation; in hot weather,demand increases as people get thirstier whentemperatures rise. Consequently the economicwoes have had less of a noticeable impact thanmight have been expected on volumes. In neigh-bouring East Europe, the recession has rippedthrough some markets and the impact has beenfar more pronounced.

AsiaOnce again we must look to Asia, the engineroom of global soft drinks growth, for a moreupbeat set of results. Within Asia, the Chinesemarket with nearly 40% of the region’s softdrinks consumption is a key contributor to thisgrowth. As in Western Europe, a warm July andAugust in the south, west and some eastern areashelped to lift consumption and overall softdrinks sales in China are believed to haveincreased in double digits last year. The Chinese

Asia is the global soft drinks driver for growth.

Carbonates remain the dominant global soft drinks category.

Soft Drinks International – January 2010 35GLoBAL rEViEWeconomy registered a significant recovery in thethird quarter which had a knock-on effect for thewhole region.

CarbonatesFrom a category perspective, carbonates remainthe dominant soft drinks category, accounting foraround four in every 10 litres of soft drinks con-sumed around the world. Canadean anticipategrowth to have slowed to a trickle and per capitais actually set to have fallen back this year, to alittle over 30 litres per person. There is consider-able variance across the world in consumption,with North Americans consuming more than 150litres compared with the Asians with less than10 litres. There remains considerable slack inAsia and this part of the world will be key to thedevelopment of the category, especially as it nowseems that Eastern Europe will undergo a periodof correction before making advances again.

Packaged waterUnderstandably, many believed that the pack-aged water category and more specifically thestill water category would be vulnerable in thesedark economic times. Still water cannot competewith municipal water on price and it was pre-sumed that many consumers would turn on thetap instead of paying a premium for bottledwater. All in all though, Canadean expects thepackaged water market to record a small rise forthe year. Undoubtedly there has been an impactand many important markets are seeingdepressed water sales; including as mentionedbefore the US, as well as the influential marketsof Spain and France. Asia has again propped upthe global water markets and it is double-digitgrowth here that will propel the world packagedwater market into growth. What may be of con-cern for the packaged water industry is thatCanadean consultants do not anticipate the pre-recession growth rates to return once the recov-ery is underway. Canadean expects the watermarket to settle back down to a growth rate of 5%after 2009, a marked slowdown on the 7% seenin 2007 or the 9.5% jump in 2006.

Juices and nectarsJuices and nectars will be less fortunate than car-bonates and water and are projected to slip intothe red this year. It is an expensive way to con-sume soft drinks and the market is reliant ondeveloped markets which have often reachedmaturity. In the carbonates and water categories,Asia has helped compensate for sluggish per-formances in the developed world but in thejuice and nectar category the abundance of juicesqueezed ‘on the spot’ restricts opportunities forpackaged products. There is limited ‘street juice’available in East Europe, but juices are often per-ceived as an expensive form of refreshment and

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

Canadean is optimistic that the soft drinks market is on the up.

consumers have viewed them in particular, as aluxury that they can cut back on during hardtimes. Consequently juices have taken a batteringin this part of the world, compounding thedownward pressures globally.

DilutablesWhat you might assume to happen in a reces-sion is for drinkers to trade down to thesquash/syrups and fruit powder drinks whichboth offer very good value. Canadean believesthis to be the case and figures suggest that thesetwo categories will be the only ones to see theirgrowth rates actually accelerate in 2009.Perhaps interestingly in Asia these two cate-gories have actually seen a slowdown on 2008’sperformance. It should be mentioned that thegrowth rates of these ‘dilutables’ may haveincreased but remain far from spectacular at 1%for squashes and a slightly more respectable 3%for fruit powders.

SummaryIn terms of category consumption, the improvedperformance in dilutables has been one of themain visible shifts in trends. Otherwise the maintrends underpinning the direction of the markethave remained pretty much intact; growth rateshave just been reduced, while in the case of juicethe decline has quickened marginally. The smallsports drinks category is the exception to the ruleand has seen decline slow. In general, opportuni-ties at the top end of the market have beenreduced, while interest in the lower end of themarket has broadened. For many industries 2009will be a year that they will want to put behindthem; the soft drinks community will be satisfiedthat, in spite of the trading environment, the sec-tor has still managed to expand. The waters in2009 were always going to be choppy but there isan old saying that smooth seas do not make skill-ful sailors. �

...the soft drinkscommunity willbe satisfied that,in spite of thetradingenvironment,the sector hasstill managed toexpand.

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36 Soft Drinks International – January 2010DEVELOPMENTS

PackagingPouch is Packagingof the YearTHE German Museum of Packaging hasdeclared that Capri Sonne's 330 ml stand-uppouch is the Packaging of the Year 2009.Carsten Kaisig, Managing Director of Capri-Sonne, and the machine manufacturer Indagaccepted the award at the 12th GermanPackaging Dialog recently held in Heidelberg.The newly introduced prize aims to place

packaging with an outstanding design andsustained brand management in the publiceye. Capri-Sonne's reclosable 330 ml stand-up pouch was its first recipient.Hans-Georg Böcher, Director and Execu-

tive Board Member of the German Museumof Packaging, said: “The award acknowledgesthe drink pouch as a classic of the packagingworld and also recognises Capri-Sonne'sproven drive for further development. Thelarge Capri-Sonne is just one example ofhow successful the further development ofthe well-known pouch is.”The 330 ml version is designed to appeal

to young adults looking for an on-the-godrink; it is much lighter than other packagingtypes, such as PET or cardboard. Whenempty, the spouted pouch weighs only a fewgrams with very low waste volume. Thespouted pouch is also being used in Ger-many for the Caps sports and the Angelenergy drinks.Having invested €20 million over five

years in packaging development and technol-ogy, both Deutsche SiSi-Werke (Capri-Sonne) and Indag are demonstrating theimportance they attach to the spoutedpouch for the beverage and food industry.The filling machine for the reclosable stand-Capping

investmentCROWN Closures Machinery, a businessunit of Crown Holdings Inc, is promoting itsnew and rebuilt capping systems. Closurescan range from 27mm to 110mm twist, PT,CT, composite and press-on varieties. Sys-tems are designed to operate at speeds upto 1,300 caps per minute depending on clo-sure size, container profile and the requiredoutput and level of automation.In addition, systems can be customised

with right- or left-hand configurations, alongwith various conveyor lengths, electrical con-trols and sensor feedback options.“We don’t subscribe to a one-size-fits-all

philosophy,” said Sheila Heath, the com-pany's Director of Marketing. “At Crown, wetake the time to understand our customers’challenges and construct effective, long termsolutions. Our goal is always to provideequipment that will integrate flawlessly intotheir existing lines, operating at the speedand capacity that is right for the businesstoday but providing the foundation forexpansion when the company grows. Plan-ning ahead ensures quick, seamless transi-tions in the future.”

Labelling improvementsCONFIDENCE has returned to the self-adhesive label sector in Europe althoughtotal demand is still showing a decrease overthe equivalent period of last year, FINAT, theindustry’s global trade association, reports.The latest Trend Survey for the third quarterhas confirmed the return of business confi-dence but also indicates the volatility it hasfaced during the last two years.After an all-time low in the first quarter

of 2009 in all sectors, the business climatehas returned to positive figures in the thirdquarter of 2009.FINAT’s Managing Director, Jules Lejeune,

said: “This is encouraging but in day-to-daytrading label producers are still seeing areduction in demand – as is to be expectedin the economic conditions we have seen inthe last year.“Total demand for self-adhesive label

materials in Europe decreased by minus1.7% in the third quarter of 2009 comparedto the same quarter of last year. Althoughstill in the red, this decrease is markedlylower than the minus 11.6% (Q2) and minus12.1% (Q1) year-on-year recorded for theprevious two quarters.”

up pouch is the fastest in the world, makingIndag a leader in technology.The reclosable stand-up pouch was suc-

cessfully introduced in Germany in 2007,where, in its first year, the large Capri-Sonnereached more than 340,000 households. Inthe first half of 2009, sales for this productincreased by 77% year-on-year. The largeCapri-Sonne is available in 18 Europeancountries and has even found its way toReunion Island in the Indian Ocean.

Capri-Sonne spouted pouch is Packaging of theYear 2009.

Crown’s cappers are constructed fromdurable stainless steel and engineered tooperate in adverse conditions. The rebuiltcappers are stripped down to the bare

All new and rebuilt cappers are constructed or refurbished in Crown’s Lancaster, Ohio, facility.

frame and individual parts are rebuilt andreplaced as required and re-assembled tolook, function and perform to the standardsof new machines.

Soft Drinks International – January 2010 37PACKAGING

TEINACHER, part of MineralbrunnenÜberkingen-Teinach AG has adoptedBericap's new cost effective PCO 1881neck. In making the switch Teinacherevaluated consumer reactions to openingbottles with a shorter neck. The companyhas since reported it is very pleased withthe “excellent” performance of the neck.

� Impress has taken the Gold Award in theBeverages category of the 2009 Best inMetal Awards (organised by the Metal Pack-aging Manufacturers Association (MPMA) forits Karvan Cévitam Specials range of syrupsin a newly launched 350ml packaging size forH.J. Heinz. The range consists of a six colour,printed tinplate body pneumaticallyexpanded and fitted with a domed base anda flat top with a specially designed pouringclosure. The judges said the attractive shapehas excellent shelf appeal which comple-ments the rest of the Karvan Cévitam familyof beverages.

� PPMI, organiser of Pack Expo International2010 (31st October – 3rd NovemberMcCormick Place, Chicago,) has announcednew features for this year's event One ofthe show’s most significant changes involvesan expanded focus on processing solutions.Within specialised zones - Processing, Brandand Confectionery - the show will featurethe full array of packaging and processingsolutions providers that a consumer goodscompany requires to bring packaged goodsto market. Attendees will have direct accessto more than 2,000 packaging and process-ing equipment suppliers, containers andmaterials companies and components manu-facturers.

In brief…

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record-breakingSIDEL is claiming the world record for thelightweighting of hot-fillable PET bottles withits new Skyward and Curvy models. Thesetwo 500ml bottles collectively weigh just18.9 grams. Skyward has a long silhouettewith cylindrical and square shapes, an ele-gant belt and four panels; whilst Curvy withits curves, spirals and a twisted back thatserves as a support beam, has no panels. According to Sidel, their design is a real

breakthrough for the shape of hot-fill bot-tles, which traditionally have six or eightpanels and often look exactly like eachother. Bottle lightweighting has been made pos-

sible by a complete redesign of the neck,body and base, conducted by the SidelPackaging & Tooling Centre. The 28-mmamorphous (non-crystallised) neck has beenmade lighter, and it accepts a standard capfor carbonated soft drinks. The base has alsobeen revised, making it stiffer while alsousing fewer raw materials. The new geomet-ric structure of the bottle body compen-sates for deformations due to vacuumabsorption after cooling. The Skyward bottle has a square section

over a cylindrical one, an anti-ovalisationwaist and a rigid label area at the base. Therigidity of the Curvy bottle is obtained byan anti-ovalisation waist in the top third ofthe body, the heel and the base, the twisted

Sidel's new Skyward and Curvy lightweight bottles.

shape that acts as support beams and thesuccession of curves that absorb the vac-uum while also making the bottle easier tograsp. Good material distribution is ensuredby optimisation of the bi-orientation rates

and preform thickness ratios, which are per-fectly suited to the bottle shape. In addition, a blow moulding speed of

1,800 bottles per hour per mould can beachieved.

UNIVERSAL Closures' 38mm closure forwater products has been launched by SrithaiSuperware with Coca-Cola Bottlers Philip-pines. The 2start 38mm closure withpatented tamper-evidence and ‘Flexseal’ seal-ing technology has been launched for theWilkins brand of 4litre and 6litre water bot-tles. The closure design also meets newtamper evident requirements for BridgeBreak before Seal Release.UCL has also recruited VIP Packaging Aus-

tralia, and Betapack, Spain to its group oflicensees. VIP will be supplying 1881 Flexsealfor carbonated soft drinks and water prod-ucts to Coca-Cola Amatil (CCA) in Australiaas part of CCA’s project to reduce packageweight and re-configure its productionprocess. Betapack, a leading Spanish manu-facturer of plastic closures, will supply UCLdesigned 1881 carbonated soft drinks andsports closures to Europe’s leading brandname bottlers.

Closure activity

38 Soft Drinks International – January 2010GrEEn iSSUES

Environment

Forest managementSIG Combibloc has joined the GFTN(Global Forest and Trade Network) networkoperated by the World Wide Fund forNature (WWF), in order to actively pro-mote forest management that encompassessocial, economic and environmental aspectsin equal measure, working at inter-companylevel and on a global scale. Carton packs from SIG Combibloc are

made of around 75% pulp fibre, obtainedfrom the renewable raw material wood.Ensuring that the main raw material origi-nates from forests that are managed respon-sibly and to the highest standards is a firmcomponent of the company’s corporatestrategy.Rolf Stangl, CEO of SIG Combibloc, said:

“We see continually improving our cartonpacks and our production processes as animportant business principle. This is how weensure that our product will continue to beone of the most environmentally friendlytypes of packaging. Membership of theGFTN offers us an additional platform forcooperation with international companiesand organisations involved in forestry, manu-facture and trade that place the highestvalue on responsible forest management. Wesee membership as the perfect opportunityto exchange experiences and to benefitfrom these synergies to generate themomentum that will further advance ourenvironmental objectives”.The WWF founded the Global Forest and

Trade Network (GFTN) as a trading associ-ation that works to improve forest manage-ment practices all over the world and helpsto strengthen the partnership between com-panies and non-governmental organisations.The GFTN is active in more than 20 coun-tries and now represents more than 300partner companies that are pursuing a com-mon goal of increasing the proportion ofwood products certified in accordance withthe standards of the Forest StewardshipCouncil (FSC).

In October, SIG Combibloc launched thefirst FSC-certified beverage cartons for fruitjuice drinks and ice teas in Europe. The FSClogo on the beverage cartons shows con-sumers that all the wood fibres used to man-ufacture the packaging are traceable alongthe entire value-added chain – from labelledcarton pack right back to forest of origin – inaccordance with the FSC standards, and onlywood sourced from well-managed, FSC-certi-fied forests and other controlled sources wasused to manufacture the carton.

Johannes Zahnen (left), in charge of forestry policy and business partnering at WWF Germany, wasgiven an insight into the manufacture of FSC-labelled carton sleeves at SIG Combibloc productionplant in Linnich by Michael Hecker, Head of Group Environment, Health & Safety at SIG Combibloc.

HFC-free target set THE Coca-Cola Company (TCCC) and itsbottling partners have announced that alltheir new vending machines and coolers willbe hydrofluorocarbon-free (HFC-free) by2015, as a result of work with Greenpeacethat began in 2000. The transition to HFC-free refrigeration

will reduce the equipment's direct green-house gas emissions by 99%. A recentreport by top scientists shows that HFCswill be responsible for between 28% and45% of carbon-equivalent emissions by 2050if society reduces carbon dioxide while leav-ing HFCs unchecked. TCCC says eliminatingHFCs in the commercial refrigeration indus-try would be equivalent to eliminating theannual greenhouse gas emissions of Ger-many or Japan.“Climate change is real and the time to

act on solutions is now,” said Muhtar Kent,

TCCC Chairman and CEO. “Greenpeacehas played a critical role in raising ourawareness about the need for natural refrig-eration. Our announcement demonstrates acommitment to use our influence in themarketplace to drive innovation and helpshape a low-carbon future.”TCCC has invested more than $50 mil-

lion in research and development toadvance the use of climate-friendly coolingtechnologies. This year the company and itsbottling partners will purchase a minimum of150,000 units of HFC-free equipment aspart of its goal to purchase 50% of all newcoolers and vending machines without HFCsby 2012.The company and its bottling partners

have approximately 10 million coolers andvending machines in place today around theworld, comprising the largest element of theCoca-Cola system's total climate impact. “We welcome Coca-Cola's commitment

to help tackle climate change; large enter-prises have both an opportunity and respon-sibility to change the game and Coca-Cola'saction leaves no excuse for other companiesnot to follow,” said Kumi Naidoo, ExecutiveDirector, Greenpeace International.Coca-Cola currently uses two HFC-free

solutions. Hydrocarbon refrigeration is used

in smaller refrigeration equipment and car-bon dioxide (CO2) is used in larger equip-ment. CO2 is a safe, reliable and energyefficient alternative with positive characteris-tics as a refrigerant. It does not deplete theozone layer and it is 1,430 times less damag-ing to the climate than a typical HFC.

Soft Drinks International – January 2010 39GREEN ISSUES

Biodegradableshrink-wrapUAE mineral water and soft drink producerMasafi has introduced oxo-biodegradableshrink-wrap packaging for water bottles,claiming to be the first F&B company in theMiddle East to do so.“The new shrink-wraps on our bottles are

totally environmentally preferable, a sustain-able alternative to current materials andhave been comprehensively tried, tested andproven safe for food products,” saidNatascha Edelmann, Masafi’s Head of Mar-keting.“The bitter truth is that over 60% of litter

on beaches is plastic and over 46,000 piecesof plastic debris float on every square mileof our earth’s oceans. Facts such as thesehave made us step up our R&D processes,furthering our resolve to reduce harmfulnon-degradable plastic waste.”The biodegradable shrink-wrap is being

introduced firstly for Masafi’s 1.5 litre bottlesof mineral water and will later be extendedto 500ml bottles and flavoured waters. Edel-mann said it was another step towardsMasafi’s goal of being a leader in all aspectsof its business, “be that its products, innova-tion, technology, environmental initiatives orsupporting government initiatives”.

Mall initiative inAustraliaPETER Garrett, the former rock star who isnow Australia’s federal Minister for theEnvironment, Heritage and the Arts, haslaunched a recycling operation which willeventually encompass shopping mallsaround the continent.Following a trial initiated by Coca-Cola

and supported by Visy Recycling, Asset LinkServices and Westfield – Australasia’sbiggest shopping mall operator – Westfieldis now installing recycling systems in 35malls, possibly with more to follow. Theproject is primarily targeting soft drink cansand bottles.It is a joint effort between Westfield, the

Australian Food and Grocery Council,National Packaging Covenant Industry Asso-ciation, state governments, The Coca-ColaCompany and Coke bottlers. Where appro-priate, existing recycling systems are beingmodified and upgraded, with new bins andsignage, as well as improved back-of-houseprocessing. At other locales, new systemsare being created.“This is an incredibly positive step in

streamlining our customer recyclingprocesses,” said Sue O’Malley, Westfield’sGeneral Manager Facilities and Operations.“In the past, recycling facilities have variedfrom centre to centre, but by rolling outthis programme our centres will benefit

Masafi’s corporate recycling programmecontinues to grow, while its brown cartonbox – reducing the amount of corrugatedcardboard – strategy has drawn widespreadpraise. The company has also installedenergy-efficient non-CFC chillers in its bot-tling plant in Ras al-Khaimah..

Peter Garrett.

from a more consistent system that will bean across-the-board improvement on cur-rent practices.”

Masafi’s 1.5 litre bottles are the first to use thebiodegradable shrink-wrap.

Green HDPE dealfor cartonsTETRA Pak has reached an agreement withthe largest Brazilian petrochemical company,Braskem SA, to purchase limited volumes ofhigh-density polyethylene (HDPE) derivedentirely from a renewable feedstock. This isthe first move towards using green polyeth-ylene in the carton packaging industry.Braskem expects the world’s first com-

mercial-scale green polyethylene plant,located in the south of Brazil, to come onstream late next year and is targeting firstdeliveries to Tetra Pak early in 2011. Thenew facility will use ethanol derived fromsugar cane to produce ethylene, which willthen be converted into polyethylene, theworld’s most commonly used plastic. It isestimated that the process will result in anoverall reduction in greenhouse gas emis-sions when compared with the traditionalprocess for manufacturing polyethylene.Under the terms of the agreement,

Braskem will begin supplying Tetra Pak with5 thousand tons per year of green HDPEfrom 2011, for use in the production of plas-tic caps and closures. The volume representsjust over 5% of the company's total HDPEdemand, and is slightly less than 1% of itstotal plastics purchases.“While this pilot project is a small first

step into green polyethylene, it marksanother milestone in our sustainability jour-ney … and underscores our commitment tofinding new ways to use renewable materialsin our carton packaging,” said Tetra Pak Pres-ident and CEO Dennis Jönsson. “We are very pleased to partner with

Tetra Pak to supply a viable renewable alter-native to traditional polyethylene. This isanother step our longstanding partnership asa Tetra Pak global supplier and demonstratesboth companies' commitment to sustainabledevelopment,” said Braskem CEO BernardoGradin.In 2002 Braskem issued a public commit-

ment related to its contribution to sustain-able development, and it was the firstBrazilian company to endorse the UNEPInternational Declaration on Cleaner Pro-duction. Since 2005 it has been listed on theBrazilian Stock Exchange Sustainability Index(ISE Bovespa). All its industrial plants are ISO14001 certified. This year, in support of theclimate change engagement movement,Braskem signed the Copenhagen Commu-niqué on Climate Change.

Don’t forgetto renew your subscription...


40 Soft Drinks International – January 2010GREEN ISSUES

rail takes over andreduces carbonSUPPLY chain specialist Wincanton has beenworking with Malcolm’s Logistics to create arail freight solution for Britvic Soft Drinks.The results sees 50 lorry loads being takenoff UK roads each day, leading to a reduc-tion of 3,285 tonnes of CO2 emissions peryear, as well as reducing cost.Currently in its trial phase, the rail route

will replace daily road journeys moving anaverage 1 million bottles of Britvic productsfrom the Midlands up to Scotland. Having

� Pall Corporation, a global leader in filtra-tion, separation and purification, has beennamed one of the greenest companies inAmerica by Newsweek magazine. Pall wasranked second in the industrial goods sectorand 47th among America's 500 largest com-panies. For more than a year, the publicationanalysed data compiled by three researchpartners to determine scores for environ-mental impact, green policies and reputation.These scores were then combined witheach company’s greenhouse gas emissionsand weighted. Pall received an overall GreenScore of 81.94. Pall is a partner in the USEnvironmental Protection Agency’s ClimateLeaders programme, an industry-governmentpartnership committed to developing long-term climate change strategies.

In brief…

recycling up,weight downTHE national recycling rate for PET bottledwater containers in the US now stands at30.9% for 2008, an improvement of 32% overthe 2007 rate, according to two new studiesby the National Association for PET Con-tainer Resources (NAPCOR): 2008 PostConsumer PET Bottle Bale CompositionAnalysis and 2008 Report on PET WaterBottle Recycling.“This big improvement in bottled water

container recycling over the 30% mark, whileencouraging, reminds us that still more needsto be done,” said Tom Lauria, Vice-Presidentof Communications at the International Bot-tled Water Association (IBWA).The 2007 NAPCOR study on water bottle

recycling showed the recycling rate for waterbottles was 23.4%, representing a 16.42%increase over the 2006 recycling rate of20.1%.The 2008 studies examined post-consumer

PET bottle bales in 15 locations in 14 states.NAPCOR found that the total number ofpounds of PET bottles and jars available inthe US for recycling in 2008 was 5.366 billion.

Bahrain joinscoastal clean-upTHE Ocean Conservancy’s InternationalCoastal Clean-Up programme, whose majorsponsor and promoter is The Coca-ColaCompany, has expanded further, with theKingdom of Bahrain becoming the 104thcountry to become involved on a regularbasis. Following a successful model, the Bahrainclean-up also involved the local bottler, munic-ipalities, service groups and individuals.The first clean-up saw some 225 volun-

teers collect about 1000kg of trash along thecoast from Bahrain Fort towards the RitzCarlton Hotel. “We are glad that with the support and

cooperation of the Manama Municipality andthe Northern Municipality we have been ableto launch the first-ever International CoastalClean-Up in Bahrain and added the kingdomto the list of countries that are taking part,”said Alexis Sacre, President of TCCC’s MiddleEast Business Unit. “The ICC initiative is inline with Coca-Cola’s ongoing sustainablepackaging and water stewardship efforts thathelp us to give back to our community andto promote recycling as a source of eco-nomic value.”Abdul Karim Hassan, General Director of

the Northern Municipality, said the venturecontributed significantly to the campaign hislocal government had launched in May 2008to clean the coastline. He praised TCCC as aprivate industry organisation taking the lead inenvironmentally-friendly community activitiesand encouraged other companies to adoptsimilar programmes.A genuine partnership was essential

between a variety of sectors and institutions,Hassan suggested. “This is an important occa-sion and we need to take advantage of initia-tives like this one to set an example andencourage the community to participate,whether through community sectors, civil soci-ety or the private sector.”

This number reflects the total amount of PETbottle resin used by bottle manufacturersfrom US, foreign, and recycled sources, lessscrap generated and not reused, exportedbottles and pre-forms, and bottles less thaneight ounces in size.In tandem with the new NAPCOR studies,

the IBWA has tracked the average amount ofplastic used in 500ml PET bottles, using pub-lished data from the Beverage Marketing Cor-poration to determine a light-weighting trendin the bottled water industry. In 2000 theaverage weight of a plastic water bottle was18.9 grams and since then has declined con-sistently on an annual basis. In 2007 (the lastyear BMC has complete data) the averageweight of a PET water bottle was 13.83grams, which represents a plastic decrease of26.7%. This light-weighting trend is steadilycontinuing as some bottled water brandsintroduce consumers to a 10.0 gram PETbottle.“Bottle weight is swiftly tumbling down-

ward as recycling rates for bottled water con-tainers have risen sharply,” said Lauria. “It isvery clear that the bottled water industry isconsistently heading in the right direction yearafter year, while delivering the convenience,safety and refreshing hydration that madebottled water so popular in the first place.”

� Beverage labeller Spear has received the2009 Environmental Leadership Award fromthe Tag and Label Manufacturers Institute(TLMI) at the annual meeting in Arizona,USA. The annual award recognises the TLMImember company that has consistentlydemonstrated a commitment to progressiveenvironmental practices across a range ofareas, including solid waste reduction, recycling,waste and energy recovery, clean processtechnology and the implementation of aneducation programme. TLMI established theEnvironmental Leadership Award in 2003 as aleading environmental benchmark for its over300 member companies to strive towards.

� Alcoa has donated 150,000 aluminiumcans to help a Spokane, Washington, couple

achieve their dream of paying for their Julywedding through recycling. When PeterGeyer and Andrea Parrish agreed to marry,they knew they needed to raise the moneyto make their wedding plans a reality. Sothey tapped into their desire to protect theenvironment, and started a campaign torecycle aluminium cans to pay for the cere-mony. “We were getting emails through

www.alcoarecycling.com and hearing aboutthe couple on the news. Alcoa has a goal toraise recycling rates to 75% by the year2015, and what Peter and Andrea have doneto raise the awareness of this issue goes along way to help educate people on thebenefits of recycling,” said Greg Wittbecker,Director of Corporate Recycling at Alcoa.

originated from production sites in Nor-wich, Beckton, Rugby, Widford, Leeds andHuddersfield, the product will be consoli-dated at the Daventry rail depot ahead oftransportation to Grangemouth andMossend.The solution will deliver genuine CO2

savings by ensuring full return legs. Thesereturn journeys will move product for Mal-colm’s Logistics’ customers from Scotlandback down to the Midlands before repeat-ing the process for Britvic.Gordon Scott, Managing Director, Win-

canton said the solution delivers genuineenvironmental benefits as the savings arenot negated by an empty return journey.


Human Resources

PEOPLE

Tom Bene has been appointed Presidentof Pepsi-Cola North Americas Beveragesbusiness. He was was formerly Senior Vice-President of Sales and System Transforma-tion at the division, leading its salesorganisation and the development of salesand customer strategies, Nichols plc, the UK soft drinks group,

has announced that Tim Croston has beenappointed Group Finance Director. He hasbeen Finance and Operations Director ofthe Vimto Soft Drinks Division for the pasttwo years and prior to this was theNichols PLC Group Financial Controller.The Supervisory Board of Symrise AG

has appointed Bernd Hirsch Chief FinancialOfficer. He has joined Symrise fromexchange-listed Carl Zeiss Meditec AG,Jena.Ball Corporation has announced promo-

tions and senior management changeseffective at the beginning of 2010: John A.Hayes becomes President of Ball and joinsthe Board of Directors; Raymond J.Seabrook becomes Executive Vice-Presi-dent and Chief Operating Officer, GlobalPackaging Operations, reporting to Hayes;and Scott C. Morrison becomes SeniorVice-President and Chief Financial Officerand remains Treasurer. The UK York-based National Skills Acad-

emy for Food and Drink Manufacturing hasappointed Clare Keegan Business Develop-

APPOINTMENTS

Clockwise from top left: Katie Price, HalimMirza, Dr Franz Konert, Clare Keegan. JasonSmith and Gerd Löbbert.

ment Manager.Nick Krzyzaniak has been appointed

President and General Manager at DanoneWaters of America. Elio Pacheco, who pre-viously held the position, has been pro-moted within Danone to General Managerof the Evian Volvic Export Business Unit. Micro Matic Ltd has announced the

appointment of Jason Smith as FinancialController. Jason will take full control ofthe accounting and financial reporting forthe UK business .Gelita AG has announced that Dr Franz

Josef Konert is its new Chief ExecutiveOfficer. He retains his position as GeneralManager of the Melitta HaushaltsprodukteGmbH & Co, where he has spent eightyears in the Melitta Group. UK-based UV disinfection specialist

Hanovia has appointed Halim Mirza as itsnew Global Business Manager for industrialmarkets such as food and beverage pro-cessing. Global chemical company and France’s

leading chemicals producer, Arkema, hasannounced that Isabelle Kocher and ClairePedini have joined the Board of Directors. Borealis, a leading provider of chemical

and innovative plastics solutions hasannounced the appointment of Gerd Löb-bert as Executive Vice-President for BaseChemicals. He will report to Chief Execu-tive Mark Garrett and be based at theBorealis Head Office in Vienna, Austria. DD. Williamson of Louiseville, Kentucky

has promoted Katie Price to CustomerSupport Chemist in the Global SupportCentre. She has worked as a D.D.Williamson Lab Technician since 2008.

GREENFORD-based food and soft drinks distribution entrepreneur, Rami Ranger, CEO Sun Markand Sea & Land Forwarding, Ltd is seen (centre) winning the Business & Commerce Award at therecent Lloyds TSB Jewel Awards which celebrate the achievements of the Asian community. Theawards ceremony took place at the Hilton Hotel, Park Lane, London.

LAKESHA Gathers, Executive Assistant at theUS International Bottled Water Association(IBWA), has been selected from a nationwidefield of candidates to participate in the Amer-ican Society of Association Executives (ASAE)and The Center for Association Leadership’s“Leadership Academy,” a programme thatfocuses on preparing young professionals forexecutive positions in the association and'nonprofit' industry. The 2011 class consists of25 young professionals selected from a broadpool of applicants representing local, regionaland national organisations. The Academy aimsto develop young professionals into leadersand prepare them to serve their organisationsin the changing work environment.“LaKesha Gathers is a natural leader,” said

Joe Doss, President and CEO of IBWA. “Shetakes charge of many projects withoutprompting and manages to accomplish diffi-cult tasks in short order while always keepinga smile on her face. We at IBWA aredelighted by her selection to The LeadershipAcademy but we are not in any way sur-prised. LaKesha’s administrative talents andpeople-skills announce to everyone that sheis destined to be true leader.”

Leadership selection

42 Soft Drinks International – January 2010PEoPLEMore trainersSEVEN new training providers have joinedthe UK National Skills Academy for Food andDrink Manufacturing.Barking College, Birmingham Metropolitan

College, the Grimsby Institute for Further and

Ethical recognitionPORTOLA of Doncaster UK (below) hasachieved recognition from a global brandedbeverage customer in respect of its ethicalworking practices, following an audit com-pleted in September last year. The caps andclosures company supplies top FMCG bever-age customers in both the UK and Europe.The audit was carried out by an inde-

pendent professional body recognised across

Higher Education, West Nottinghamshire Col-lege, Chester University, Campus Training andthe Active Learning Partnership have beenapproved as National Skills Academy networkmembers after submitting formal applications.They were welcomed at the National Skills

Academy’s annual network conference atLondon’s Westminster Kingsway College.

the industry.Managing Director Glenn Heighington

commented that everyone at Portola UKhas worked extremely hard to gain thisrecognition and should be proud of theircontribution to the achievement of thisaward. Portola is committed to Fair Tradepractices and will continue to improve itsworking procedures in order to minimise itsimpact on the environment. The companyhas achieved its Level 1 BRC/IOP re-certifi-cation and is ISO90001/140001 accredited.

AVA appoints new CEoTHE Automatic Vending Association (AVA)which represents the £1.65billion refresh-ment vending industry, has appointedJonathan Hilder as its new Chief ExecutiveOfficer. Jonathan Hilder brings to the AVA over

20 years career commercial experience, ofwhich a significant proportion has beeninvolved directly in the finance, leasing andvending markets where he managed salesteams that were responsible for funding inexcess of £200million of machines into thevending sector over a number of years. More recently as consultant to a number

of vending companies, he has specialised inworking with small to medium sized busi-nesses and large food brands, advising andmentoring on business development andthe introduction of new technology intothe vending market.

Jonathan Hilder.

THE swine flu pandemic and severe winterweather have already caused huge disruptionfor British business. But those firms with awell prepared and carefully executed crisismanagement plan will have been able tocope better than most.Now, a team of crisis management

experts from Reading-based RQA Europehas prepared an on-line toolkit to help com-panies large and small to prepare for anysimilar crises in the future. Designed arounda strategy for coping with swine flu, RQA'scrisisplantoolkit can be adapted easily tocover for other illnesses, such as seasonal flu,and other reasons for mass absenteeism,such as the recent spell of wintry weather.Further details are available on-line atwww.crisisplantoolkit.com.

Crisis planning

Justine Fosh, Executive Director of the National Skills Academy for Food and Drink Manufacturing,with representatives from the latest colleges, universities and training providers to join the Academy.



FEBRUARYFEBRUARY17th – 20th BiofachNuremberg MesseNurembergGermanywww.biofach.com

21st – 24th GulfoodDubai International Convention andExhibition CentreDubaiwww.gulfood.com

21st – 24th Ingredients Middle EastDubai International Convention andExhibition CentreDubaiwww.ingredientsme.com

21st – 24th Pianeta Birra & BeverageRimini FierraRiminiItalywww.pianetabirra.com

24th – 25th PacktechNECBirminghamUKwww.easyfairs.com

MARCHMARCH2nd – 5th Foodex JapanMakuhari MesseTokyoJapanwww2.jma.or.jp/foodex/en/

9th – 11th China Drinktec/Sino PackChina Import Export Fair ComplexGuangzhouChinawww.2456.com

GERMANY

UAE

UAE

ITALY

UK

JAPAN

CHINA

Events DiaryMAYMAY18th - 25th VitafoodsGeneva PalexpoGenevaSwitzerlandwww.cvitafoods.eu.com

25th Soft Drinks and Juices: NPD SeminarCampden BRIChipping CampdenUKwww.campden.co.uk

25th – 26th The Beverage ForumGrand HyattNew YorkUSAwww.bevereageforum.com

25th – 27th Total Processing & PackagingNECBirminghamUKwww.totalexhibition.com

JULYJULY25th – 27th Africa’s Big SevenGallagher Convention CentreJohannesburgSouth Africawww.exhibitionsafrica.com

SEPTEMBERSEPTEMBER22nd – 24th InterBevOrange County Convention CenterOrlandoUSAwww.interbev.com

UK

SOUTH AFRICA

USA

USA

UK

SWITZERLAND18th – 20th Propak VietnamSiagon Exhibition & Convention CenterHo Chi Minh CityVietnamwww.propakvietnam.com

21st – 24th FoodexNECBirminghamUKwww.foodex.co.uk

22nd – 28th AlimentariaFira de BarcelonaBarcelonaSpainwww.alimentari-bcn.com

24th – 26th Intervitis InterfructaStuttgart MesseStuttgartGermanywww.intervitis-interfructa.de

30th – 31st MDD ExpoParis Expo Porte VersailleParisFrancewww.mdd-expo.com

APRILAPRIL2nd – 5th BevTechRenaissance Glendale Resort & SpaGlendaleArizonaUSAwww.bevtech.org

VIETNAM

UK

SPAIN

GERMANY

FRANCE

USA

To include your event on the SDi Events Diary page and also online, contact: [email protected]

44 Soft Drinks International – January 2010FroM THE PAST

Greetings for the New Year: ourduty in 1910Greetings, gentle friends, greetings. Aye,and all the warmer greetings in this newyear of grace because of the travail of theold pestilential twelve months. Was it notAristotle who said that “friends are muchbetter tried in bad fortune than in good”?And I verily believe that the grim buffet-ings to which ill-natured fate subjected usin 1909, the unseemly ungenerosity ofProvidence in witholding from a grace-less land the smile of sun, the afflictionswhich came upon us not in troops but inbattalions, had the effect of knitting ustogether in a closer bond of practical, self-protecting and commonsense brother-

hood. We emerge from the cauldron ofmisfortune with trade jealousies lessened– with their ill-omened countenance sup-planted by a more fraternal and mutualunderstanding which, should its promisebe realised, will do much to combat not afew of those very ills of which our ownfallible nature was the parent.

Where minerals are preferredDeparting from their usual custom of ask-ing Auckland Guardians to accept a caskof beer for the usual Christmas fare ofworkhouse inmates, the West AucklandBrewery Company allowed them thechoice of beer or mineral waters. “A kindand generous offer,” commented DrCampbell. The acceptance of the mineralwaters was unanimously agreed to.

Why not send British waters?They have a drastic method in Constan-tinople with the vendors of impure sodawater. This story is at least instructive:

Hot summer helps next season'ssuppliesOne interesting result of 1959's exception-ally fine, hot summer has been theincrease in the sugar content of the Britishbeet crop. This has reached, it is stated, arecord level. Indeed, in early October,some factories were reported to have hadto stop taking deliveries from their supplyfarms because of this. Some of the beetscontain 26% sugar but extraction hasposed unprecedented problems and pend-ing their solution deliveries had to bestopped.

Wonderful 1959!It is as pleasant as it is rare to look back ona year which so well filled the role of allround fairy godmother. Quite apart fromthe summer of 1959 challenging 1911 forthe top spot as the best for weather of thetwentieth century, Britain consolidatedher magnificent industrial recovery fromthe severe recession which followed Suez;several taxation burdens were removed oralleviated by the budget; our internationalmonetary status steadily improved as didindustrial production in general and,above all, the political climate as betweenEast and West eased ...

Apart from breaking records each quar-ter, the outstanding phases of 1959 haveincluded the following:

1.The undoubted success of the 'bitter'

types of drink, not merely as mixers but asstraight beverages.

2. The gradual growth of coin-feed bev-erage dispensers, including some ofBritish design and manufacture.

3.Increased sales through supermarketsand self-service stores, especially of con-centrated types of drink.

4. The introduction of a number of newproductive machines, including some ofvery large size; these being likely to findready markets if the demand for soft

A medical examination has shown thatthe bottled soda water produced here fordrinking purposes is not of the requiredstandard of purity, being frequently adul-terated. The hygienic conditions of the fac-tories have been found anything butsatisfactory. The Ministry of the Interiorhas, therefore, advised the municipality toclose all factories of soda water in whichthe beverage is not made according tostrict hygienic requirements.

Schweppes' Australian fireAlthough in the height of the summer sea-son in Australia a serious fire is anextreme of bad luck to a firm manufactur-ing mineral waters, still the Australian fac-tory, at Sydney, of Schweppes (Limited)seems to have been seriously injured byfire without much loss to the company.The managing director at Sydney, fortu-nately, is in a position to cable that notonly the buildings and stock-in-trade, butalso the profits of the business, are fullycovered by insurance. So that there isnothing much to complain about.

Sourced by Stewart Farr

100 Years AgoFrom the Mineral Water Trade Journal ofJanuary 1910

50 Years AgoFrom the Soft Drinks Trade Journal ofJanuary 1960

drinks continues to soar as ithas done during the pastdecade.

Yet another fatal accidentThe occurrence of yet anotherfatal accident arising from themisuse of a soft drinks bottlecauses us to wonder howmuch longer it will be neces-sary to wait before legislationis introduced to make it anoffence to misuse any return-able food or drink container.How high must the death tollreach before Governmentdepartments are stirred out oftheir apathy on this subject?

The latest tragedy hap-pened after a woman haddrunk a corrosive fluidwhich she had been giveninstead of lemonade at a clubin Chester.

At the inquest at Liverpoolit was stated that a bottle wastaken from the place wherelemonade was kept behindthe bar. There was nothingunusual about it. The con-

tents were clear, like lemonade, and thebottle had a crown top on it.

The bottle, however, contained a fluidwith which the beer pipes and pumpswere cleaned. On the day of the accident,stock had been taken and the bottle hadbeen included with the lemonade bottles.

The woman, after drinking the fluid,was rushed to hospital and subsequentlyhad treatment and an operation but shelater died in a Liverpool hospital. A ver-dict of accidental death was recorded. �

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


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

Combating bio-filmsBIO-FILMS in process water systemscan be a serious problem for beverageplants. Danish Clean Water, through itsEuropean network of installers, offersan effective and permanent solution totraditional treatment in the form of onsite mixed oxidant generators. Theseproduce a powerful disinfectant thatcan be dosed into the process water atvery low levels to ensure that bio-filmsare removed and do not reoccur.

The generators use only salt as afeed stock and a small amount of elec-trical power. The cost for a generator totreat 500 cubic metres per day is typi-cally €4. The mixed oxidants are dosedinto the water system to create an ORPof around 700 at which level no signifi-cant bacterial growth will occur; exist-ing bio-films will normally be removedwithin 2 weeks.

Danish Clean WaterNordborgDenmark

Tel: +45 70 29 09 00email: [email protected]

Light goods conveyorSWISSLOG, a global provider of integratedlogistics solutions for warehouses and dis-tribution centres in the food and beverageindustry, has added the new QuickMovelight goods conveyor to its solutions port-folio.

QuickMove is based on a set of standardelements and modules and provides reli-able handling for a large variety of transportunits up to 120 kg. It stands out due to theoptimised combination of mechanics andcontrols, resulting in high performance andsimplified implementation. The new con-veyor technology is delivered with an inte-grated energy management system andincludes Swisslog standard controls as partof AutomationControl™.

The conveyor is designed according tothe 'plug & play' principle. All elementsare delivered pre-assembled, fully wiredand tested from the factory. Thereforeinstallation and commissioning time isshort.

Swisslog UK Ltd2 Brooklands, WinyatesRedditch, B98 9DW, UK

Tel: +44 (0) 1527 55 1600email: [email protected]

From solid to liquidA NEW Bulk Bag Weigh Batch EductorSystem from bulk solids handling spe-cialists Flexicon (Europe) Ltd, loosensbulk solid material that has solidifiedduring storage and shipment, dis-charges the material by weight andblends it into a liquid stream.

The skid-mounted system incorpo-rates two Bulk Bag Unloading Frames,each with an integral Bulk Bag Condi-tioner comprised of a hydraulic pumpand two rams with contoured endplates that press opposing sides of bulkbags. The unloaders' cantilevered hoistsand motorised trolleys allow condition-ing of bulk bags at various heights, aswell as loading and unloading of bagswithout the need for a forklift. Safetyinterlocks prevent operation of the con-ditioner when the unloaders’ doors areopen.

Flexicon (Europe) LtdHerne Bay, Kent CT6 7PHUK

Tel: +44 (0) 1227 374710email: [email protected]

Perfect bottle dryingA POWERDRY machine has been pur-chased by Aston Manor Brewery as partof a turnkey production system whichincludes a labelling machine suppliedby Kosme. The presence of moisture onbottles can cause missed or poorlyaligned labels, especially at highspeeds, so the Powerdry works to com-pliment a labelling machine by ensur-ing that water and condensation doesnot interfere with the labelling process.This ensures optimum output from thelabel applicator and maximum qualityin product presentation.

The Powerdry is a specialist dryingmachine for the beverage producer. Itcombines a standard set of stainlesssteel drying fixtures together with ahigh efficiency blower in one simple,easy to install drying solution and isavailable in a number of configurationsto suit every drying application in theindustry.

Secomak LimitedElstree, Herts WD6 3TJUK

Tel: +44 (0) 20 8732 1300 email: [email protected]

Hand held spectrometerMICROPTIX Technologies LLC haslaunched a food and beverage focusedversion of the patented i-LAB® HandHeld Analyzing Spectrometer. TheV800 i-LAB package enables users toconduct rapid testing of solid andliquid samples in the process plant, lab-oratory and/or in the field. It performsreal-time measurement and analysis inthe visible light range from 400-700nanometers

The package includes the i-LABCuvette and Round Vial Adaptors forliquid measurements, and a suite ofmeasurement methods designed to per-form common quality assurance tests.An optional Surface Reader Adaptorallows users to convert their i-LAB frommeasuring liquids to solids. Energy effi-cient, it uses LED's as a light source andis battery-powered.

MicrOptix Technologies284 Main Street, Suite 400Wilton, ME 04294, USATel: +001 207 645 3600email: [email protected]

Promotion opportunityTHE ‘bubbling up’ section in SoftDrinks International provides the ideal platform to introduce your new productor service to decision makers in morethan 100 countries.

Your entry which includes an image,and a logo, plus at least 100 worddescription, together with full addressand contact details is guaranteed to bepublished for the modest fee of just £95(€110, $150), per insertion.

To place your order, simply emailyour press release or requirements [email protected]

Soft Drinks InternationalPO Box 4173Wimborne BH21 1YX, UK

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

Buyers’ Guide46 Soft Drinks International – January 2010

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

COLOURS

BEVERAGE INNOVATION

ASPARTAME

CITRIC ACID

ADM Specialty Ingredients

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

� NATURAL COLOURS � EXTRACTS � EMULSIONS (For soft drinks) Contact Sales Kanegrade Ltd Ingredients House Caxton Way Stevenage, Herts SG1 2DF England Tel: +44 (0)1438 742242 Fax: +44 (0)1438 742311 Email: [email protected] Website: www.kanegrade.com

Bell Flavors & Fragrances

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

Ingredients

Contract Bottling

Closures

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


CARAMEL COLOURS

NATURAL COLOURS

Natural and nature-identical food colouring

Ringe & Kuhlmann GmbH & Co. KG

www.riku.com

R+K_RZ_Firmeneintrag_ENG_42x40

ESSENCE & FLAVOURS

The SDI Buyers’ Guide

is also available on line –

visit:

www.sofrinksinternational

Buyers’ GuideSoft Drinks International – January 2010 47

FRUIT JUICE BLENDS

FRUIT JUICE CONCENTRATE AND EXTRACTS

� FRUIT JUICE CONCENTRATES (Citrus, Tropical & Red)

� NATURAL COLOURS & EXTRACTS � FRUIT AROMA/ESTERS � BOTANICAL EXTRACTS (e.g. Kola, Guarana, etc.)

Contact Sales Kanegrade Ltd Ingredients House Caxton Way Stevenage, Herts SG1 2DF England Tel: +44 (0)1438 742242 Fax: +44 (0)1438 742311 Email: [email protected] Website: www.kanegrade.com

�FLAVOURS �ESSENCES �AROMAS �EMULSIONS/CLOUDS

Contact Sales Kanegrade Ltd Ingredients House Caxton Way Stevenage, Herts SG1 2DF England Tel: +44 (0)1438 742242 Fax: +44 (0)1438 742311 Email: [email protected] Website: www.kanegrade.com

ESSENCE & FLAVOURS – cont.


Reach buyers in more than 100 countries

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

FRUIT JUICE CONCENTRATES Blends, Purees and NFC

Frutarom (UK) Ltd

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

Processing

Bottleworks LtdThe One Stop Shop for Container Processing

The Only Comprehensive Secondary Processing Service Provider

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

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

Spray Coating, Specialist glass container finishing

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

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

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

Plant & MachineryLabelling

Harland Machine Systems

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

LABELLING MACHINERY FILTERS

SPORTS DRINK INGREDIENTS

POTASSIUM SORBATE

SODIUM CITRATE BP

ADM Specialty Ingredients

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

FILTER SYSTEMS

Domnick Hunter

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

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

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

[email protected]

ASCORBIC ACIDASPARTAMECAFFEINE

POTASSIUM SORBATEQUININE

55450 Langenlonsheim, GermanyAn den Naheweisen 24

E Begerow GmbH & Co

Phone (+49) 6704 204 0Fax (+49) 6704 204 121http://www.begerow.come-mail:[email protected]

HERBAL EXTRACTS

NATURAL EXTRACTSWilliam Ransom & Son plc

Burymead Road, Hitchin, Herts SG5 1RT, England

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

Email: [email protected]


FRUIT JUICE CONCENTRATES Citrus,Tropical and Red

“BAG IN BOX” RACKING

Vend/Dispense

STP Drink Equipment

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

The SDI

Buyers’ Guide

Directory

is also available on-line

visitwww.softdrinksinternational.com

To list your product or servicein the directory


ortel: +44 (0)1202 842222


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

USED EQUIPMENTBUYING? SELLING? CALL US!

Process equipment (tanks, filters, premix…)

Preform injection

PET Blow moulders (SIDEL, ADS, Krones…)

PET bottling lines

Glass bottling lines

To Advertise your

Call +44 (0)1202 842222

PRODUCTS,SERVICES,AUCTIONS

orSECONDHAND EQUIPMENT SALES

JAN

UA

RY2010

SoftD

rinksInternational