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Beverage Innovation

Tracking The Drinks Marketplace


Swire Coca-Cola Builds Bottling Infrastructure To Keep Pace With China’s Growth

Despite continuing uncertainties surrounding the pandemic, the Hong Kong-based Coke bottler is investing heavily in advanced production capabilities, digital supply chains, and ecommerce channels in China. Swire executives say China's resilient economy and stable social environment – not to mention its effective control of COVID-19 – have ensured a strong domestic consumption market, while supporting a global supply chain. Swire’s sales revenue surged 34 percent year-on-year in the first two months of this year, after it saw sales increase by two percent in 2020.

Coca-Cola’s Ad Spending Drops As It Seeks To “Fundamentally Transform” Marketing

The 35 percent spending drop was due to several factors, according to the company. Cancelation of the summer Tokyo Olympic Games was a big one. And, as the pandemic gained traction globally, the company redeployed ad spending to local communities. Lastly, in July, Coke paused all social media activity globally for several weeks to address “internal policies associated with hateful activity and harmful content on social media platforms.” The company says it is now “on a journey to fundamentally transform and dramatically improve the effectiveness and efficiency” of its marketing and advertising spending. This includes building “targeted, experiential campaigns” and reviewing ad agencies globally to eliminate duplication.a


Danone’s New Honest To Goodness Non-Dairy Creamer Brand Targets Younger Market

As more consumers brew coffee at home, the company hopes its new line of plant-based creamers will appeal to younger coffee drinkers looking for sustainable and transparent sourcing. Gen Z coffee drinkers, who consume about 28 billion cups of coffee a year, are looking for transparency in product sourcing, while Millennials are committed to sustainability: 75 percent shop with the environment in mind. In the 52 weeks ended Feb. 20, sales of non-dairy coffee creamers are up 32 percent from the same period a year ago, according to Nielsen data. Danone’s Honest to Goodness brand is partnering with environmental organization EarthDay.org, in an effort to promote sustainability by planting trees in Madagascar.


Functionality Is Key Feature Of Perrier’s New Energy Drink

“Energize” marks the Nestlé Waters France carbonated water brand’s entry into the functional energy beverage segment. The caffeinated water – available in 11.15-ounce cans in grapefruit, pomegranate, and tangerine flavors – contain 99 mg of caffeine sourced from green coffee and yerba mate extracts. Although the brand does not disclose exact nutrition facts, a reviewer on Amazon said each can contains 35 calories, eight grams of carbohydrates, and seven grams of sugar. An 18-pack retails for $21.76. The functional beverage market was valued at nearly $128.66 billion in 2019, according to Research and Markets.

Nestlé Lawsuit Alleges Danone’s Coffee Creamers Copy Silk Package Elements

Danone’s Silk brand coffee creamers copy unique branding and packaging designs from Nestlé’s Coffee-mate Natural Bliss line, according to Nestlé’s federal court filing in Virginia. The French rival has tweaked its product packaging to "gain an instant marketplace boost" and "free ride on the goodwill" Nestlé has built in the category, the suit alleges. Specifically, Danone allegedly copied the color and cap of the bottle and light purple color band around the bottle's neck showing the flavor. A Danone North America spokesperson said the company was "disappointed by the actions taken, and we strongly disagree with the allegations made."

Other Companies

Red Bull’s Summer Energy Drink Features “Exotic” Flavor

The Austrian company’s latest summer edition energy drink, available for a limited time in the U.S. beginning on March 29, features “a burst of red berries, with a hint of plum and notes of florals,” inspired by the exotic flavor of dragon fruit. Each 8.4-ounce can of Red Bull energy drink contains 80 mg of caffeine.

Oatly To Build Large Plant-Based Factory In U.K.

The Swedish oat milk maker says the new facility, targeted to be online by 2023, will produce 300 million liters (79.3 million gallons) of oat milk a year and will be powered by 100 percent renewable energy. The new factory, to be built in Peterborough, will be the company’s end-to-end solution to supplying the British market. The facility is expected to bring 200 new jobs to the region and has the potential to grow its capacity to 450 million liters annually, making it one of the largest plant-based dairy factories in the world.  The company is planning to go public in the U.S., where it is reportedly seeking a value of $10 billion. 

Purdey’s Unveils Energy Drink Variants With Digital Ads, New Packaging

The Britvic (U.K.) brand is adding two variants to its portfolio, along with an updated pack design, supported by a digital campaign. The new variants – Replenish and Refocus – offer “multiple benefits for those seeking energy ... and “a more ‘natural’ lift.” Replenish (raspberry and rose flavor) is available in 330 ml glass bottles, retailing at £1.59 ($2.21); Refocus (dark fruits flavor) is available in 330 ml glass bottles (£1.59) and 250 ml cans as £1.29 ($1.79). The packaging was redesigned to highlight functional benefits and flavor.

X2 Performance Chooses New Aluminum Can Provider

Challenged by a worldwide shortage of aluminum cans, the Englewood Cliffs, N.J.-based sports supplement and energy drink brand, whose products are widely used by U.S. sports professionals, has chosen Hudson Worldwide (Morristown, N.J.) to provide its aluminum cans. Hudson was picked, X2 said, because of its global relationships, purchasing power, and special resources. For various reasons, including a shift away from on-premise beverage consumption during the pandemic, X2 and other beverage companies have experienced aluminum can shortages recently. Hudson says a key problem is the fact that the largest beverage companies control most of the global supply of aluminum. Because of its rapid growth and high demand from retailers, X2 has had a hard time finding aluminum cans.  

New Probiotic Coconut Drinks From Siggi’s

Lactalis-owned yogurt brand (Laval, France) has launched a range of plant-based probiotic drinks, as well as a lower-sugar yogurt line. The new probiotic coconut drinks, available in strawberry, peach, and vanilla flavors, deliver eight grams of protein and seven grams of sugar per serving. Siggi’s coconut drinks join the brand’s existing plant-based line launched in December 2019 with yogurts made using a proprietary blend of coconut, macadamia, and pea protein. The new lower-sugar yogurt line and plant-based beverage additions are available at U.S. retailers.

Hydrant Releases Hydration Drink That Promotes Sleep

The New York, N.Y.-based consumer wellness brand’s Hydrant Sleep drink mix blends electrolytes that hydrate the body overnight with sleep-inducing ingredients, including melatonin, magnesium, L-theanine, GABA, and chamomile extract. Available in elderberry flavor in 30-packs for a suggested retail price of $43.75, Hydrant Sleep drink mix combines sweet and earthy flavors, the company says. Hydrant recommends drinking four to eight ounces of water, hot or cold, with Sleep about 30 minutes before bed. The mix is also available for $35 as part of direct-to-consumer subscription.
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