Beverage Awards Showcase Magazine by FoodBev Media Ltd

SHOWCASE Entrants r e v i ew

drinktec MUNICH September 2009

BEVERAGE innovation

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Page 20-21

Page 43-44

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Best new children’s drink

Best ethical initiative

Best new closure

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Page 66

Best new dairy drink

Best environmental initiative

Best multi-pack or crate

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Sponsored by

Best new health initiative

Page 10-11

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Sponsor profiles

Best new adult or gourmet drink

Best new ingredient

Best bottle in glass

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Best activation/POS/print or online campaign

Best can or alubottle

Beneo-Palatinit NSF International & Trucost Plc

Page 81

Page 40-43

Page 63-64 Best carton or pouch

Best new functional drink including energy and sports Sponsored by

Best TV/cinema advertisement

Plastic Technologies Inc Stora Enso Packaging Papers

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2009 beverage innovation awards showcase

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EDITORIAL

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beverage innovation Managing Editor Claire Phoenix Direct line: +44 (0)1225 782298 claire.phoenix@foodbev.com

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Every effort is made to verify all information published, but FoodBev Media Ltd cannot accept responsibility for any errors or omissions or for any losses that may arise as a result. Opinions expressed in articles do not necessarily reflect those of FoodBev Media Ltd. beverage innovation welcomes contributions for publication. Submissions are accepted on the basis of full assignment of copyright to FoodBev Media Ltd unless otherwise agreed in advance and in writing. We reserve the right to edit items for reasons of space, clarity or legality.

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www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 3

Meet the judging panel Click here to subscribe Bill Bruce chaired the judging of the 2009 beverage innovation awards. He introduces the international jury and in the special Showcase magazine, previews the outstanding entries in this record breaking competition.

Bill Bruce Group Editorial Director FoodBev Media Ltd -------------------------------------Bill Bruce was one of the founders of Zenith International Publishing in 2000. As FoodBev Media Group Editorial Director, he is responsible for content across the company’s portfolio, supported by a dedicated and experienced editorial team. Specialising in non-alcoholic beverages from water and juice to functional and energy drinks, Bill speaks internationally on consumer trends, innovation and product launches.

The beverage innovation awards began in 2003. The awards are designed to recognise excellence and creativity on a unique global platform for the non-alcoholic beverages industry. From relatively modest beginnings, this year’s competition attracted a record 340 entries from 40 countries. As in previous years, we are proud to partner with UNESDA – the Union of European Beverages Associations, and this year, with the Awards Gala Dinner taking place at drinktec in Munich, we have also partnered with the German Alcohol Free Drinks Association, WAFG. An international panel of experts gathered at the Hotel Metropole in Brussels in July to judge the 2009 beverage innovation awards. The contest

was open to products, campaigns and initiatives introduced or reintroduced to the market from March 2008. Every entry is featured in this Showcase magazine. Finalists and winners will be announced at a special Awards Gala Dinner on 15 September 2009 during drinktec, in Munich, Germany. These will be reviewed in the October issue of beverage innovation magazine and available online at www.foodbev.com Thanks to all who have supported the awards and in particular to all those who entered – plus our kind sponsors. Together with the dedication of the judging panel and the diligence of those working behind the scenes to manage the flood of entries we received, this year’s awards have been a tremendous success.

FoodBev Media On 14 September 2009, Zenith International Publishing Ltd was renamed FoodBev Media Ltd. During nine successful years, we have moved beyond our print origins to a broader new media world and the time has now come to reflect that with a change of name. FoodBev Media brings together all aspects of our print and online business, in serving the needs of the international food and drink industries, as well as encompassing our other activities such as our rapidly developing Contract Publishing business. FoodBev Media is perfect for the business because it’s short, memorable, positive and truly sums up what our business is all about.

Claire Phoenix Managing Editor beverage innovation

The judging panel met at the Hotel Metropole in Brussels in July to judge the 340 entries

----------------------------------Claire Phoenix joined Zenith International Publishing at the launch of bottledwaterworld and softdrinksworld in 2000. Now a FoodBev Media Director and Managing Editor of beverage innovation magazine, Claire has a particular interest in trend spotting - in the rapidly evolving ingredient, packaging and product development industries - with an awareness of the influence on beverages of consumer demands in terms of natural health, the environment, ingredients and ethical choice.

4 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Alain Beaumont Secretary General UNESDA

Dr Detlef Groß Managing Director WAFG

--------------------------------------Alain Beaumont has been Secretary General of UNESDA, the Union of European Non-alcoholic Beverage Associations, since 1991. Alain has been in the industry since 1983 when he joined Spadel mineral water as Executive Director. In this position he was already a member of the board of UNESDA and also Chairman of the Belgian Food Federation for Export. Alain graduated in Business Administration from the University of Liège and then obtained an MBA from the University of Leuven before embarking on an international career.

-------------------------------------Dr Detlef Groß is the Managing Director of Berlin based WAFG - the German Association for Non-Alcoholic Beverages - which represents the political and economical concerns of a broad range of producers of non-alcoholic beverages in Germany.

Alexander Büchler Publisher and Editor in Chief Heidelberg Business Media PETplanet Insider

Richard Veit Managing Director Interbrand, Hamburg

Joop Kleibeuker Secretary General European Dairy Association

Klaus Heitlinger Managing Director VdF

------------------------------------As a Managing Director of Interbrand in Central and Eastern Europe, Richard Veit is responsible for the strategic development of the region’s Fast Moving Consumer Goods practice. Founded in 1974, Interbrand is recognised for being at the forefront of the dialogue on brands and practice of building brands as business assets. Today, Interbrand is among the largest brand consultancies and has grown to include 36 offices in 25 countries. It is widely respected for its annual Best Global Brands study.

------------------------------------Dr Joop Kleibeuker is Secretary General of the European Dairy Association. EDA is the platform for the European dairy industry to work together on policy developments on nutrition and health, food safety, sustainability and market management as part of the EU Common Agricultural Policy. It works on the industry’s common interests towards stakeholders including the EU institutions and international organisations such as Codex Alimentarius and the World Trade Organisation.

----------------------------------Klaus Heitlinger is Managing Director of the Association of the German Fruit Juice Industry (VdF). He is responsible for the PR and marketing of the VdF and has 20 years experience of the fruit juice and drinks industry. Germany is the country with the highest consumption of fruit juice in the world (40 litres per person). VdF is the only and most influential lobby organisation for fruit juice in Germany and also very active on the European level with the European juice association AIJN.

-------------------------------------Alexander Büchler is senior partner and publisher at Heidelberg Business Media, which he established in 1999. The company began by publishing the PETplanet Insider Magazine for Bottlers and Bottle Makers, a trade magazine focusing on the PET container business. Since 2002, it has also published “Polymotive: Polymers in the Automotive Industry.” Heidelberg Business Media is also the organiser of the International PETpoint trade exhibition during drinktec.

WAFG is a member association of UNESDA, the Union of European Non-alcoholic Beverages Associations. Dr Groß was previously with the German Retail Trade Association.

Alan Ledsham Senior Buyer for Soft Drinks, Juice and Beer Marks & Spencer ----------------------------------Alan Ledsham is the Senior Buyer for Soft Drinks, Juice and Beer at UK based retailer Marks & Spencer. Alan has 25 years of UK food retail experience, including extensive commercial and line management knowledge of buying, store management, marketing and project management all gained from small and UK blue chip food/ general merchandise retailers.

Caroline Sanders Ingredients Marketing Director Tate & Lyle ------------------------------------Caroline Sanders is Ingredients Marketing Director of Tate & Lyle. She focuses on generating market and consumer insight, communicating on products and capabilities, and providing marketing leadership for the company’s health and wellness innovation work. Caroline holds a Master’s degree in Bio-engineering, food technology and food microbiology. Caroline is Belgian, speaks five languages and is passionate about the ingredients she represents and the food and beverage innovation they enable.

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 5

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Best new juice or juice drink

Bill Bruce FoodBev Media

Launched in January 2009, Açaí Machine is the latest addition to Naked Juice’s popular line of ‘Machine’ or ‘Superfood’ smoothies. Containing a whopping 178 açaí berries in every 15.2oz bottle, Açaí Machine is loaded with antioxidants that naturally help defend and protect the body against free radicals - molecules that can attack and damage your cells. Açaí Machine also includes added antioxidant benefits of vitamin A, C, and E as well as elderberry, beet, blackcurrant and grape seed extracts. Açaí Machine is made from the best bare-naked fruits with no added sugar or preservatives. Each 15.2oz bottle contains over three servings of fruit. Produced using fruit from Rainforest Alliance certified farms.

“The trend is towards terms such as squeezed, crushed and pressed.”

Liqui Fruit Vitality from Ceres of South Africa is a range of 100% pure pressed superfruit juice drinks containing grape seed

extract - a powerful antioxidant. Aiming to grow and uplift the long life juice category by offering relevant functional benefits to consumers, Superseed is Liqui-Fruit’s patented name for grape seed extract. The red range comes in blueberry and blackcurrant, strawberry and blackcurrant and pomegranate and red grape. In 1 litre and 200ml Vitality pack. The Happy Monkey Smoothies range from Good Natured UK contains one of the recommended five a day fruit portions and 100% RDA vitamin C but only 54 calories, so parents can feel good and children like the taste. Packaged in recyclable Tetra Wedge aseptic cartons, the drinks contain bananas grown on farms certified by the Rainforest Alliance and so carry the Rainforest Alliance Certified seal, giving the Happy Monkey brand strong ethical credentials. Rijp (which means Ripe in English) is a new brand from Netherlands based Fruity King. Three organic purely squeezed not from concentrate fruit juices with the EKO quality mark. In modern packaging to attract a broader group of consumers, it is sold in the refrigerated section of supermarkets. As the company explained: “When

Masafi’s Juice Family

the time is right our fruit is picked and squeezed. It has ripened authentically with all the patience and attention that requires and you can taste that.” Asda 100% Sparkling Apple & Berries Juice encapsulates everything that Asda shoppers are looking for in terms of a soft drink. This genuinely innovative product is 100% pure juice, lightly sparkling, to offer excellent refreshment. This product is also in a versatile multi-pack 250ml can format just right for the summer months of picnics and family time in the sun. The product also counts towards one of your five a day - meeting consumers’ increasing demands for healthier offerings

in both food and drink. The attractive and stylish packaging design clearly communicates the drinks contents and healthy attributes, giving the product great shelf presence and making it an easy choice for customers. Another key element is its value for money, so important in this challenging economic environment - a multi-pack of 6 x 250ml currently retails for £2.50. Masafi of the United Arab Emirates has introduced a Juice Family. A range of custom juice blends to give consumers energy and vitality without added fortification or sugar. 100% pure, preservative free and providing the RDA of vitamins,

Naked Juice; Ceres; Good Natured UK; Fruity King; and Asda’s 100% sparkling apple & berries juice © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

6 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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South Korea’s OKF Corporation exports its all natural Aloe Vera King juice to 126 countries. The leading brand in aloe vera juice on a global basis, it has no artificial sweeteners, colours, flavours or preservatives. There are twenty flavour variants appealing to a wide variety of tastes. The company exhibits around 30 times each year at various events. It has won gold,

silver and Taste&Quality awards around the world. As part of its functional ‘drink well’ fruit juice range, UK’s Marks & Spencer has introduced Tropical Fruit Juice with Omega-3 to help maintain heart health. A blend of the finest apples and sun kissed tangy Spanish Valencia orange juice added to sweet Costa Rican pineapple and hand picked mangoes and passion fruits from Columbia, with added Omega-3 for a healthy and tasty fruit juice. A serving size provides 20% of the suggested daily intake of Omega-3. Other juices in the range include apple and grapefruit with lemon, honey, echinacea, vitamins A, C & E and zinc, and apple and kiwi gold with added fibre. Cracker Drinks of the UK has added pineapple, guava and lime to its range of ‘crushed light and smooth’ juices. Cracker has worked hard to produce a high refreshment experience using pineapple, guava and a hint of lime to create an immediate impact of a great drink experience with no unpleasant aftertaste. “Cracker juice drinks is all about revolutionsing quality, taste and refreshment in the ambient juice and juice drink sector. The principle is never from concentrate, with new exciting fruit combinations with no

additives, or anything artificial. Most of all it’s about unashamed enjoyment with a wow factor for the taste buds.“ Deutsche Sisi-Werke GmbH of Germany has introduced Capri-Sonne 33cl Multivitamin pouch packed drinks. This blend of nine fruits interprets the classic multivitamin drink in a refreshingly light and modern way. Capri-Sonne Multivitamin is lower in sugar than many multivitamin drinks and contains no artificial sweeteners. Like all Capri-Sonne drinks, it has no artificial flavours or colours. With its innovative reclosable pouch, it is tailored to the lifestyle of the young and mobile target group. A 100% natural blend of pressed juices, Mile High from the UK, was developed by nutritionist Stuart Roberts to help air travellers deal with the effects of flying. Red grape juice, tart cherry juice, ginger and aloe vera were specifically chosen to work in combination to provide nutritional support for different systems of the body to assist in recovery from the effects of air travel. Each ingredient has powerful antioxidant qualities which provide a score of 3,600 ORAC units per 250ml bottle. This provides all your daily antioxidants in one small bottle. Recent research suggests that the healthiest and longest living people in the world consume

Claire Phoenix beverage innovation

they are packaged in Tetra Prisma Paks with a telescopic straw accompanying the ‘on the go’ size for youngsters. Green apple, orange, guava lychee pear, pomegranate raspberry cranberry açaí and mango are packaged in 200ml and 1 litre cartons. The açaí blend is replaced by strawberry and banana for the kids range.

“Consumers are beginning to understand the natural antioxidant proposition.”

diets that have between 3,000-5,000 ORAC units daily. The drink is being added to The Virgin Clubhouse Experience this autumn. This Water from the UK launched its Peaches and Passion Fruits recipe with natural antioxidants after speaking to consumers who said they are looking for ways to get their daily nutrition in a convenient, tasty way. Green tea is combined with fruit juices and crushed fruit to deliver natural benefits. Free from artificial preservatives, colourings or flavourings, This Water is lower in calories than most competitors. This Water supports Water Aid’s work in Ethiopia where only a small percentage of people have safe water. This project aims to construct over ninety wells, build latrines in several schools and trains people to become hygiene communicators to promote key hygiene messages within the village.

OKF Corporation; Marks & Spencer; Cracker Drinks; Deutsche SiSi-Werke GmbH; Mile High and This Water © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 7

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Best new juice or juice drink on the well known healing effect of local herbs and berries. The combination of flavours is unique, using such interesting superfruits as aronia and rosehip.

Coca-Cola Services in Poland is the first country to introduce Cappy Cala Pomarancza made using innovative Whole Press technology - a patented method of juice extraction. This ensures that the drink includes all the goodness from an orange you can eat - the pulp, fibre, vitamins, minerals and twice as many phytocompounds such as polyphenols than traditional orange juice. In nutritional terms it is the closest drink to eating a whole orange. “Orange is one of the most extraordinary fruits considering its nutritional values,” said Ryszard Amarowicz, DSc, Head of Chemical and Physical Properties of Food Department of the Polish Academy of Sciences in Olsztyn. “Its phytocompounds help in prevention of inflammatory conditions and tumours, they have anti-bacterial and anti-viral properties and they can seal eye capillaries. The high content

Coca-Cola Ukraine

of potassium in orange can also have a positive effects on lowering blood pressure.”

açaí acerola and pure acerola cherry. Sold in 1 litre and 330ml bottles.

Preshafruit from Preshafood Ltd of Melbourne, Australia is made using high pressure processing for a better finished product. Packaged in stylish triangular bottles which stack well for transport, with contemporary graphics and clever use of caps and labelling, this bottle has shelf stand out and a new story to tell.

BotaniQ, from Coca-Cola Ukraine, is a blend of European herbs and local fruit flavours with 1.5% juice content and soft carbonisation. The range comprises 2 litre, 1 litre and 50cl PET bottles in two lines - basic and enhanced (under the name botaniQ Plus). Also in Tetra Pak cartons in 1 litre, 1.5 litre and 2 litre. Basic flavours include apple ginseng, quince, rosehip, apricot sea buckthorn, grape melissa and lemon raspberry. BotaniQ Plus flavours are based

Allston Brew of Brazil has launched the first juice in the country to be packed in aseptic PET. This ensures that the nutitional benefits offered by the exotic fruit content remains intact. The package is 100% recyclable and clearly differentiates the product on the supermarket shelf. The company aims to have a complete line of juices all made using Brazilian fruits. In five flavours: pure açaí, açaí mango, açaí passion fruit,

Alex Büchler Heidelberg Media

Coca-Cola Services and Preshafood Ltd

Jaffa Spring fruit drink, from Vitmark in Ukraine, contains herbal extracts and 10% juice content. It contains only natural ingredients - no preservatives or artificial colouring agents. The drink is marketed as 100% natural and healthy, with refreshing fruit flavours and a mixture of herbal extracts. “They are a tasty and healthy way to quench thirst.” The herbal extracts used are: lemongrass for the digestive system, echinacea for strengthening the immune system, ginseng to stimulate brain activity and mint as it is anabolic and aseptic.

“The bottle is reminiscent of an organic beauty product.”

Allston Brew and Vitmark © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

8 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Best new adult or gourmet drink Inspired by aroma and flower therapies which have been used for centuries to aid wellbeing, Ganic Consumer Products, from Germany, has made an aromawater using pure spring water from Southern Norway. Enhanced with completely natural extracts and aromas it contains no artificial colours flavours or preservatives. Ganicwater uses subtle infusions of natural herbs, spices, fruits and flowers to provide a sense of flavour through the nose rather than the tongue. Embossed bottles and clean graphics with witty quotes add to the indulgent experience. 15 varieties include cranberry pearl, velvet green tea, orange beach, smooth ginger and caramel toffee. According to UK based The Juice Brewery, most soft drinks are just too soft, too sweet, too sickly and are usually aimed at children. Hopper is the soft drink born in a brewery, taking a lively hit of English hops and malt combined with a sharp tang of fruit juice to create a unique looking and tasting adult soft drink with a sharp taste, topped by a foaming head. Claiming the creation of a new category - soft brew - Hopper contains absolutely no preservatives and no alcohol. It is available in three flavours: apple, blackcurrant and citrus.

AiQA Life from AiQA Intelligent Water in Austria is a functional water targeted at 14 to 50 year old consumers. With an unusual combination of natural flavours, vital vitamins and valuable minerals, it offers a low calorie refreshment drink with a slightly sweet taste. Containing almost the full daily recommended intake of essential vitamins and minerals, yet no preservatives or artificial colours, it is also suitable for diabetics. AiQA Life is available in apple blackcurrant passion fruit and apple redcurrant flavours.

Spirit of Georgia from CocaCola GmbH of Germany is the traditional refreshment named after the home of The Coca-Cola Company. Available in three flavours on a plant, herb and extract basis, it tastes refreshingly fruity due to a dash of apple fermentate - being not too sweet or too tart. It contains no artificial

J Garcia Carrion; PepsiCo; and Rabenhorst colouring, sweeteners, aromas or preservatives. In embossed 33cl premium glass and 75cl and 50cl PET bottles, it is available in blood orange and cactus fig, green mango and kiwi, and lemon and juniper berry flavours. Frucor Beverages, from New Zealand, has blended the authentic coffee notes of Moccona, New Zealand’s leading coffee brand, with skim milk sweetness to deliver a smooth and creamy chilled ready to drink coffee. With only 1% fat, Moccona Premium Chilled Coffee is an indulgent guilt-free adult treat that refreshes - in double shot, latte and mocha to cater for coffee lovers. It is distinctly different to the highly sweet tastes of flavoured milks. Premium cues in the label design and glass packaging reinforce its premium positioning.

Packaged in colourful photographic shrink sleeved PET, Asda’s Not from Concentrate red grape, strawberry and kiwi juice is 100% pure pressed and ‘not from concentrate’. Manufacturers J Garcia Carrion gently press the finest Spanish premium red grapes and strawberries and blend them together with kiwi fruit to produce a refreshing summer drink which contains one of your five a day in every 20cl portion. In early 2009, Pepsi-Cola North American Beverages introduced an all-new premium cola, Pepsi Natural. It is made with all natural ingredients; lightly sparkling water, natural sugar and kola nut extract. The amber-hued cola gets its colour from natural caramel

Ganic Consumer Products; The Juice Brewery; AiQA; Coca-Cola GmbH; and Frucor Beverages © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

10 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

Click here to subscribe © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

and natural apple extract. Pepsi Natural offers “a smooth cola experience with few bubbles in the foam.” The overall presentation is clean, unapologetic, and a fresh take on an all natural soft drink. A sophisticated gourmet nonalcoholic alternative to wine, the Rabenhorst Selection from Rabenhorst of Germany is aimed at high class gastronomy, hotel businesses and exclusive delicatessen stores. The range comprises juices of highest quality, combining specialist knowledge of gentle pressing and bottling. The fruits for Rheinish morello cherry, for example, are pressed only from handpicked morello cherries from the favoured Middle Rhine Valley. The result is ‘organic nectar’ with high fruit content, a deep red colour and an intensive aroma with a hint of marzipan. Pimento is a sophisticated alternative to alcohol from Pimento of France. It’s a refreshing sparkling drink with a ginger, tonic and red pepper flavour. Low in sugar and full of taste it is spicy and strong - a drink with a real character. Designed to be drunk pure over ice or with apple juice and mint leaves as a virgin mohito, adding white rum for a vicious kick. To enjoy as an aperitif or fusion gastronomy with Asian food

from India and Thailand. Borojo organic energy drink from US based Borojo Beverages contains highly antioxidant borojo fruit from the South American rainforest. According to President James Tonkin: “It is based on green tea and yerba maté dosed with a guarana seed energy power pack. Offering a lot more than caffeinated sugar waters - no crash, no jitters just clean energy.” Low calorie and zero fat with high nutritional value, Borojo is USDA certified organic. Yxaiio has released its aphrodisiac drink across Spain and already has a following in bars and clubs across the country, with plans to distribute across Europe. Yxaiio is a highly effective combination of pheromones and the aromas of chilli. Pheromones are chemical messengers which trigger sexual desire. Chilli releases endorphins and leads to enhanced sexual sensation. Jaffa Viva, from Ukraine’s Vitmark, is a range of all natural fruit and vegetable sugar-free low calorie juices. Jaffa Viva is designed to improve beauty and health and is the first juice product in Ukraine to be targeted specifically at women who like to take care of their appearance and wellbeing.

Pimento; Borojo Beverages; Yxaiio; and Vitmark

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 11

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Best new functional drink including energy and sports According to Bill Sipper, President of High Voltage Beverages in the USA, Volt has 30% more caffeine and is the only CSD with caffeine, guarana, taurine, ginseng and electrolytes. Available in 20 fl oz PET bottles it comes in energizing pineapple shock, citrus shock diet citrus shock, tropical mango shock and fruit punch shock, with now a blue melon shock variant. “Electrify your soul and energize your spirit” is the tagline. Low in calories, organic and functional Nice T from Storms Ltd of Switzerland is the first ice tea in Europe to be sweetened with Stevia - the natural plant extract. Made from an organic tea infusion Nice T offers antioxidant protection for the immune system and helps with weight loss. According to the company, Stevia has shown promise for treating obesity and high blood pressure with a negligible effect on blood glucose. Sweetened also with organic agave syrup, this is a useful sugar alternative because, being 90% fructose, it has a low glycemic index giving controlled release of energy. The Norwegian energy drinks market has been growing rapidly, dominated by brands such as Battery, Burn and Red Bull. PepsiCo saw untapped potential within the sector, held back by

artificial ingredients, a narrow teen and male positioning and a lack of flavour offerings. Pure Rush contains caffeine, natural ginseng, yerba maté, sea buckthorn and guarana. In two flavours - berry apple and guanabana - in May 2009, Pure Rush had a 17% value share of the energy category in Norway. The category has increased 27% in value, with Pure Rush accounting for 75% of growth. GoodBelly, from US based Next Foods, is a probiotic fruit drink with 20 billion live and active probiotic cultures; made with organic fruit, and essential vitamins and minerals. It helps restore intestinal balance using the primary probiotic, Lp299v, which has been clinically proven to promote healthy digestion and immunity. In cranberry, watermelon, blackcurrant, mango and blueberry açaí GoodBelly is dairy-free, soy-free, wheat-free and vegan. Sociedade Central de Cervejas e Bebidas SA of Portugal has developed Formas Luso dieta as a new way of drinking, to help consumers reach their ideal body weight. In 1 litre bottles, this drink consists of 98.6% Luso natural mineral water and saciaris fibres. Scientifically proven to help reduce appetite, it comes in five flavours: lemon;

Best new functional drink category sponsored by

strawberry; green apple and raspberry; green tea & pear; and natural (flavourless). Voltz energy shot from Voltz Distribution UK is made up of a combination of B vitamins, amino acids and antioxidants. The concentrated bottle of energy does not contain carbohydrates and only supplies two calories, giving the consumer an energy boost without the sugar and high concentrations of caffeine of other energy shots. Voltz energy shots can be stored at room temperature and are already proving popular with pilot sales in forecourt stores. Nurishment Extra, from Enco Products UK, has been developed as a nutritional boost for people on the go. With a new formula and the removal of vitamins A and D as in Nurishment Original, Nurishment Extra suits both children and adults. The blend of vitamins and minerals provides many of the nutrients that can be lost through irregular meals. It contains added calcium for healthy bones, zinc for a healthy immune system and iron for fitness and health. Nurishment Extra is also rich in vitamin C–Thiamin (B1) which

converts blood sugar into energy and Riboflavin (B2) which helps process carbohydrates, protein and fat. Also vitamins B3, B6 and B12 plus folacin. It is available in resealable 310ml bottles in chocolate, strawberry, vanilla and banana flavours. AiQA Sports drinks from AiQA Intelligent Water of Austria, are designed for endurance and high performance sportsmen and women. These high quality sports drinks, made with natural apple juice, are adapted to the different physical demands of both men and women and so are gender specific. To ensure long-lasting energy, high quality Palatinose Isomaltulose is used with the natural fruit sweetener. Both types of sugar have a low glycaemic index. The mineral complex of sodium, potassium, calcium and magnesium, replenishes energy reserves and compensates for loss of minerals. Rhino’s Energy GmbH in Germany has introduced Rhino’s natural energy and fruit. Containing 27% cranberries and aronia juice, it is a premium sparkling natural fruit energy drink. Using natural caffeine

High Voltage Beverages; Storms Ltd; PepsiCo; and Next Foods © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

12 beverage AWARDS

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SCC; Voltz; Enco Products; AiQa; and Rhino’s Energy from green coffee beans and guarana extract, it provides a natural, balanced, longer lasting energy boost. Green coffee beans have been recently proven to activate the fat burning process and help dissolve fat reserves; a good source of Vitamin C, it suits the health conscious consumer. Radenska Plus BodyShape from Radenska of Slovenia is naturally flavoured with tayberry. It is a non-carbonated low calorie functional soft drink that is enriched with 400mg L-Carnitine and made using Radenska natural mineral water. It is especially recommended for those who are following weight management programmes, athletes engaged in endurance and strength training, weekend athletes, pregnant and breastfeeding women, the elderly, vegetarians and consumers who

Radenska; Mach Functional Food; and Coca-Cola Hellenic

www.foodbev.com/beverage drinktec · Munich · September 2009

want to maintain and improve their health. Mach Vithera Activ from Mach Functional Food of Austria is a slightly sparkling grape juice containing spring water with grape and açaí berry extracts. Made using Arlberg spring water, the red grape juice extracts have anthocyanin benefits. Potassium citrate and a citrus flavour give this drink its unique taste. Coca-Cola Hellenic of Greece has expanded the original Eyzhn range of functional juice drinks with Omega-3, fibre and immune protection ingredients to include Eyzhn Amita with apple, orange, calcium and vitamin D for strong bone structure. This drink is suited particularly to women and also to those who are lactose intolerant and so require a calcium boost. This functional juice contains 38% GDA of calcium combined with vitamin D for better absorption. Attitude, from UK based Energizer Brands, contains yerba maté as the “magic ingredient which offers consumers the ability to keep going when the day or night is long.” Designed as a healthy stimulation drink with no taurine, aspartame or added sugar, Attitude contains 20 times more antioxidants than black or green tea. It has a base of Swiss spring water and also contains lemon

BEVERAGE AWARDS 13

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Best new functional drink including energy and sports grass, guarana and ginger root as well as a hefty 1.5mg of yerba maté and natural L-Carnitine L-Carnipure from Lonza. Energy Malz from Brauerei Göller of Germany provides lasting energy and improved fat burning thanks to Palatinose (isomaltulose) - a natural digestible carbohydrate from beet sugar. Energy Malz is made of water, barley malt, hops and Palatinose. It looks like Pilsner yet is alcohol free and contains no artificial food additives or sucrose. As it contains no stimulants such as caffeine or guarana, it even suits children. Marks & Spencer (M&S) in the UK has launched a functional drinks range comprising 75cl take home and 25cl on the go smoothies. Plus a range of 1 litre juices and 4 x 25cl revitalising juice drinks containing functional ingredients to aid health. M&S Nutritionist Claire Hughes commented: “We wanted to have an offer for customers that met a clear health need - bone health or cholesterol lowering - incorporating ingredients based on sound science.” Usana Health Sciences from the US provides natural, revitalizing energy ‘without the crash and burn’ with Rev3 Energy. According to Dan Macuga, Rev3 Energy is a cleaner, smarter, stronger energy in order for

high-endurance people on the move to keep active. It contains no artificial flavours, sweeteners, preservatives or colours, and natural caffeine from a tea blend for mental alertness and stamina. It supplies beneficial ingredients, including potent antioxidants and low-glycemic sugars for sustained energy and vitamins, minerals and antioxidants to support energy metabolism.

Adelholzener Alpenquellen of Germany has formulated two functional waters: Active 02 Mango with coffee and Active 02 Himbeer (raspberry) with coffee. Containing revitalising natural caffeine, the company has taken the megatrend towards coffee drinks and combined it with fruit flavoured water. Containing 15 times more oxygen than other waters, this alpine energy water is packaged in a 75cl bottle. Big Shotz from Shotz Health is a small, nutrient-fortified fruit juice shot (120ml), with vitamins, minerals and nutrients at levels

Best new functional drink category sponsored by

significantly higher than any other chilled drink currently sold in the UK. A premium product with a core target market of busy, affluent, people aged between 25-55, it combines 11 vitamins (ten at 100% RDA), six minerals, Omega-3 (33% RDA), ginseng and prebiotic fibre. It has no artificial sweeteners, colours and flavours, is low fat and preservative, lactose and gluten free. Novocaine from Malava Beverages USA is a tropical berry flavoured anti-stress drink. Containing the Polynesian herb kava, this non-carbonated relaxation drink is said to calm the nerves while increasing concentration and focus. Developed by a dentist who had been drinking it as an alternative to alcohol. Benefits include improved muscle control, lower blood pressure and treatment of migraine and PMS. Apparently it combines well with vodka as it is an alternative to energy drinks which can weaken the effects and cause hangovers through dehydration. Stating categorically that it does not make you tired, Novocaine’s slogan is ‘all the cool without the drool’.

Energizer Brands; Brauerei Göller; Marks & Spencer; Usana Health Sciences; Adelholzener Alpenquellen; and Shotz Health

MiZone Formulated Sports Water, from Frucor Beverages of New Zealand, is a functional water redefining hydration for activity. Its unique hypotonic formulation is scientifically proven to hydrate faster than water and leading isotonic sports drinks. It combines four B vitamins, antioxidant vitamin C, electrolytes and a blend of carbohydrates. Containing a third less sugar than other isotonic sports drinks and no artificial colours or preservatives, it is available in lime, mandarin, blackcurrant and raspberry flavours in a 75cl PET bottle with a sipper cap. Asda’s strawberry & banana smoothie is 100% pure fruit, packaged in a 75cl carton. Each pack contains 36 pressed strawberries, 1.5 crushed bananas, 72 pressed grapes, 1.5 squeezed oranges and a splash of lemon juice. Each serving provides one of your five a day and is packed with natural fruit goodness. Mile High, from the UK’s Mile High Drinks, was developed by nutritionist Stuart Roberts to help air travellers deal with the challenging effects of flying. Following six months of research and applying his experience as a nutritionist, he selected a blend of red grape juice, tart cherry juice, ginger and aloe vera to provide nutritional support and taste good. Each ingredient has powerful antioxidant qualities and when brought together they provide a score of 3,600 ORAC units per 20cl bottle. Organic Maca-Loca from Vivadis of Belgium is Swiss made and has been launched in Switzerland after four years in development. ‘Juice with Power’ is its slogan. Maca-Loca features maca, a plant that grows in the Peruvian Andes and whose root was traditionally consumed by the Incas, as its main active ingredient. Maca only grows at high altitude, in cold

14 beverage AWARDS

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Best new functional drink including energy and sports temperatures and in poor soil, which all help to render the root naturally rich in nutrients.

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Polish carbonated soft drinks producer, Ustronianka, has introduced Riders Cola Energy drink. One of the first drinks to combine cola with an energy drink, it contains caffeine, vitamin B complex and taurine. It has links with Polish speedway racing and is the official drink of the top club. It sells through several retail chains including Auchan, Carrefour, Makro, Kaufland, Eurocash, Intermarche and E Leclerc in 25cl and 1 litre bottles. PepsiCo International’s Gatorade No Artificials, runs with the slogan ‘The World’s best sports drink. Made better’. Gatorade’s success has been founded on its formula of 6% carbohydrate, electrolytes and unique flavours. To meet the increasing shift towards products with less artificial ingredients, Gatorade R&D has developed a formula to reflect this without comprising on functional delivery. On top of the existing natural sweeteners, it has been stripped of all artificial colours and flavours and has no need for preservatives. Bolthouse Farms’ Heart Healthy Pear Merlot contains 0.75g of Cargill Health & Nutrition’s Barliv barley beta glucan a soluble fibre derived from barley with proven cholesterol reducing properties. Developed by Cargill for use in non-dairy

Malava Beverages; Frucor Beverages; Asda; Mile High Drinks; Vivadis; Ustronianka; and PepsiCo beverages - a recent clinical study showed that by consuming just 3g per day, as part of a low fat diet, helped to reduce LDL (bad) cholesterol by an average of 9.5% without affecting HDL (good) cholesterol. Vilsa H2Sport is a new isotonic soft drink from Vilsa Brunnen of Germany. It is totally natural refreshment without any sweeteners or synthetic flavours. A multifunctional soft drink, it is isotonic, contains 15% juice with added vitamins, calcium and magnesium, balancing the body in a natural way. Aimed at health conscious consumers it has just 18.9 kcal per 100ml and a low glycemic index, keeping blood

glucose level low and promoting prolonged satiety. Borojo from Borojo Beverages USA is named after the large round fruit that is high in energy giving polyphenols. Containing vitamins, minerals and amino acids, borojo provides a high content of phosporus, essential for memory and concentration, and has one of the highest levels of water soluble B vitamins among fruits. Malic acid content is known to fight fatigue and the borojo boost is said to act as an aphrodisiac. Having a sweet tart taste that is likened to plum with vanilla, the traditional way to consume it is by juicing the pulp to create jugo del amor - the

juice of love. Borojo energy drink also contains antioxidant rich yerba maté, green tea and energy packed guarana seed. Yxaiio pheromones is an aphrodisiac drink from Yxaiio GmbH of Austria. The messengers of sexual attraction, pheromones also stimulate brain activity. It is only recommended for those over 18 and no more than three cans per day should be consumed. The company has links with a number of nightclubs in Spain and across Europe. R20 from Hoop Polska in Poland, is a range of energy drinks connected with computer games and virtual worlds. The brand

Bolthouse Farms; Vilsa Brunnen; Borojo Beverages; Yxaiio GmbH; Hoop Polska; and Health Span © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 17

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Best new functional drink including energy and sports targets men 16-24yrs, who are heavy internet and computer games users. The packaging communicates virtual reality, with the flavour variants named - basic level, red level and yellow level - in line with computer games terminology. The brand is a sponsor of the 2009 World Cyber Games.

Caroline Sanders Tate & Lyle

BeneVia (pronounced “benuh-VEE-uh”) from US based Health Span is an innovative adult nutrition drink formulated to manage the healthy ageing process. Targeting the 60+ category, with essential vitamins and minerals for healthy ageing, plus targeted nutrients to help manage four common health

“Functionality is one thing, but for most consumers, the taste has be right or they will not buy it.”

conditions. Strength & Energy - with ViaLeupro protein blend and creatine to improve muscle function and energy, Memory & Focus - with Omega-3 DHA and Lutein to improve memory retention and learning time, Heart Health - with ViaLeupro proprietary protein blend and phytosterols to reduce

cholesterol and triglycerides, Immune Protect - with Omega-3 DHA and amino acids to improve immune system response. Next Generation Waters is a line of functional waters from Next Generation in the US. The six waters contain enhanced flavours and supplements with health benefits. Kick Water provides a physical and mental boost without the calories or jitters of typical energy drinks. Chill Water is infused with relaxants to provide natural stress relief without the drowsiness. Thin Water contains appetite suppressants to help curb appetite and promote healthy cholesterol and serotonin levels. Hot Water is blended with natural herbal aphrodisiacs to boost your sex life. Livelong Water is infused with antioxidants. Strong Water is infused with vitamins and proteins to create strong muscles and bones. Next Proteins of USA has launched Isola Protein Drink - the world’s first protein cola in a sleek 12oz can. All natural Isola contains 10g of protein, 80 calories and is available in cola and açaí cola flavours - with more flavours imminent. Nutrition is provided by Designer Whey Protein, through Isola’s patented process of high protein content and carbonation. Designed to revolutionise how people think about

Best new functional drink category sponsored by

Next Generation Waters colas: “No longer will cola be considered an unhealthy drink with wasted calories.” Lipton Linea, from PepsiCo UK, is the first functional hot & cold ready to drink and leaf tea platform. Made of green tea, with zero calories, leveraging catechins as an active proven ingredient. Linea’s positioning is centred around “love your body shape,” striking the right balance between functional hard core benefits and a lifestyle beverage. Each can of Celsius Raspberry Açaí Green Tea, from US based Celsius Inc, burns 100 calories or more. Containing a healthy, functional blend of Ingredients including MetaPlus, Celsius’ unique blend of metabolism boosting

ingredients includes green tea with EGCG, ginger, vitamins, calcium, and chromium and no artificial flavours or colours, no HFCS, no preservatives, no sugar, and low in sodium. Four clinical studies support its calorie burning function. Together Drinks UK thinks it should be easier for people to achieve a healthier lifestyle. Today’s diet combined with a hectic life can lead to tiredness, digestive problems and accelerated ageing. So Together 150ml single serve fruit drinks were created using the nutritionally rich superfoods goji, aloe vera and açaí. Supplements are added to target three health functions:

Next Proteins; PepsiCo; Celsius Inc; Together Drinks; Aldi Stores; and Powershot © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

18 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

Grace Foods Natural Energy; Age Defence and Detox Digest. But no sugar or artificial ingredients are used so they can be as natural as possible.

Claire Phoenix beverage innovation

The yogurts buyer from Aldi Stores UK said: “As lifestyles are becoming busier, eating habits are getting worse. Eating ‘al desko’ encourages mindless eating, and overeating.” The trend for quick and easy snacks is growing but people must consider their options carefully. Simple things, such as eating a yogurt a day can help prevent osteoporosis and reduce the risk of high blood pressure. Aldi’s Optifit Liquid Breakfast is an easy option by which consumers can satisfy snacking urges taking them through to lunch. A combination of dairy goodness, vitamin C, probiotic bacteria and cereal all in one drink. It is available in mixed berry, strawberry or peach varieties in a 500g serving.

“The trend to natural is beginning to take over, even in the functional arena.”

Powershot claims to be the first natural and organic energy drink to be launched in the UK: “Consumers now have a caffeine, guarana and taurine free alternative to the plethora

www.foodbev.com/beverage drinktec · Munich · September 2009

of energy drink brands in the market.” Powershot is noncarbonated and contains no added sugar, just agave and high quality fruit juices for natural sweetness. Natural tea extracts are combined with the powerful Powershot ginseng (1000mg per drink equal to half a dose of the Powershot ginseng shots already in the market) and with fruits rich in antioxidants such as açaí and pomegranate. Green tea & ginseng with açaí & pomegranate juice plus black tea & ginseng with açaí, peach and apple juice are combined with Danish mineral water in recyclable 330ml PET. The drinks have a nine month shelf life. Grace Blends is a range of fruit, vegetable, root and extract combinations from Grace Foods in Jamaica. Specially formulated with functional benefits in mind, each blend offers consumers a mix of health and taste all in one bottle. The first phase of products boasts sorrel as its main functional ingredient. Research has shown that sorrel contains a group of compounds called flavonoids, which contain antioxidant benefits. Other recent research also revealed that sorrel could kill certain types of cancers and could significantly decrease cholesterol and triglyceride levels in the blood. This powerful ingredient is combined with other beneficial ingredients such as cranberry, pomegranate, ginseng and a medley of other fruits and vegetables.

BEVERAGE AWARDS 19

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Best new children’s drink Evoid Fruity Shake milkshake syrup from the UK’s Hopewell Farm Foods is natural and additive free. It has been developed to meet The Education (Nutritional Standards and Requirements for School Food) Regulations 2008 and to encourage parents to make healthy choices for children. Containing high fruit juice content, it can be added to hot or cold milk to make a nutritious, healthy drink for kids. Fruity Shake contains no added sugar, artificial sweeteners, chemical colourings, preservatives or flavour enhancers. Germany’s ganicwater is the worlds first aromawater made using pure spring water from Southern Norway. Enhanced with completely natural extracts and aromas, it contains no artificials and no preservatives. Aromatic + no sugar + no sweeteners + no calories = all natural. Ganic Consumer Products has introduced ganicwater in 15 varieties designed to suit every mood and season, including cranberry pearl, velvet green tea, orange beach, smooth ginger and caramel toffee. Sugar free, ganicwater appeals to children with its fresh and indulgent twist of invigorating essence that does not detract from the health benefits of drinking water.

Hopewell Farm Foods; Ganic Consumer Products; and Good Natured Company Happy Monkey fruit smoothies from the UK’s Good Natured Company are fun, fruity, healthy, handy, affordable and ethical. Children have helped to refine the flavours and packaging design through product tastings.

Each carton contains one full portion of fruit with no added sugar, sweeteners or preservatives. Made from 100% pure fruit each carton of orange mango contains 100%

Thirsty Planet; AiQA; and First Juice Inc

of a child’s RDA of vitamin C. Designed as an ethical choice - they carry the Rainforest Alliance Certified seal. Children like Happy Monkey because there are no bits, the flavour appeals to their palate and the little cartons are good for lunchboxes, picnics and journeys. Fresh at room temperature for up to 12 hours. The only good-cause water brand on the UK market designed for children, Thirsty Planet, the charity water brand, launched a multi-pack of 6 x 330ml PET bottles with sports caps in March 2008. The bottle is small enough to be opened by the youngest school children and has a simple and safe flip top sports cap. A cartoon elephant appeals to younger consumers. A guaranteed donation of 30p

from the sale of every children’s pack goes to the charity Pump Aid which brings clean water to people in sub-Saharan Africa. Since its launch on World Water Day in 2007, the brand has raised almost £1 million so far. AiQA 100% natural children’s drinks have been developed for one to eight year old children. The balanced fruit juice content, essential vitamins and valuable minerals contribute to a healthy lifestyle for children. Instead of refined sugar or sweeteners, only high quality fructose from natural fruits is used. AiQA also uses aseptic filling, so there are no artificial colours, flavours or preservatives. Designed to appeal to children, the decorative sleeves are opaque to protect the vitamins and the bottle cap is suitable for children under three years. Tropical orange contains orange, carrot, pineapple and passion fruit and the cherry variant blends cherry, elderberry and lemon. First Juice from US based First Juice Inc was created by a team of parent-entrepreneurs from the food and beverage industries to help children to develop healthy eating habits from the start, by influencing food taste preferences for life. First Juice contains 50% less sugar than many 100% juice products and is fortified with calcium and vitamins C and D. It is sold in a

20 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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convenient, recyclable, reusable 8oz sippy-top container and a 32oz bottle for refill at home. Two new flavour extensions are blueberry+purple carrot and peach+purple carrot, offering variety and the antioxidant benefits found in blueberries and grapes.

Squeeezy juice (mango, apple and orange) is from the UK’s RDA Organic kids range. RDA Organic has responded to demand for honestly priced, pure organic fruit juices that children enjoy drinking. Each drink provides one portion of children’s daily fruit requirement and the RDA (recommended daily allowance) of vitamin C. The fruit used is 100% premium organic grade and

Little Bird’s Magic Fruit Potions certified by the Soil Association. This chilled range contains no added sugar, no added water, no concentrates, colours or preservatives and importantly no ‘bits’. The resealable Squeeezy and Sqqquishy packs are a good size for lunchboxes, in line with government school standards and are vending machine friendly. Kubus Waterrr by Tymbark of Poland is a flavoured spring water, with some added fruit juice. It was introduced in Poland, Romania, Bulgaria, Lithuania, Czech Republic and Slovakia in April 2009. Aseptically produced it does not contain preservatives or colourants. Available in three flavours selected by children: lemon, strawberry and apple. The sports cap from Seaquist Closures of France prevents accidental spills and makes it suited to active, lively youngsters. As the company commented: “Our

young consumers today are more adults than children. They want to express themselves, and so need individually designed products which are as different and special as they are.”

Richard Veit Interbrand

Inspiration for Capri-Sonne Super-kids from Deutsche SiSiWerke of Germany, came from the pomegranate and blueberry, which are widely thought of as super fruits. “These two popular fruits combine with apple juice to form the cornerstone of the new taste sensation that kids love,” they say, “and motivate children to discover the adventure world of superheroes.” Like all CapriSonne flavours, Super-Kids drinks contain only fruit from controlledintegrated cultivation. Super-Kids holds fourth place among the top ten Capri-Sonne flavours on the German market, highlighting the importance of innovation when marketing for children.

“Evoid is a great name to connect parents to natural drinks for children.”

UK Drinks company Little Bird has developed Magic Fruit Potions - a range of all natural fruit juice drinks with no artificial colours, sweeteners, flavours or preservatives. They contain real sugar for its nutritional value

Deutsche SiSi-Werke; RDA Organic; and Tymbark

in line with the company’s all natural philosophy. A refreshing change from juice and water they contain 15% of a child’s recommended vitamin C allowance. Added benefits such as echinacea help to ward off colds and flu. In apple cherry (Crimson Potion,) strawberry rosehip (Pink Potion), orange peach (Orange Potion) and blackcurrant apple (Purple Potion). In colourful wedge cartons they are the right size for small hands and lunchboxes. Multifunctional, they can be frozen and eaten like an ice lolly from the pack. With no sports cap so not harsh on young teeth. Yili of China’s QQ Star milk for growing children is an enhanced dairy drink made using organic milk with Omega-3 DHA fish oil for brain development and prebiotics for strengthening the immune system. This product has been specially formulated with a ‘triple protection’ system to meet the optimal nutrition needs of children who are growing - both physically and mentally. The product includes ingredients designed to help absorb calcium and aid bone and teeth development, organic milk to ensure the best quality of nutrition naturally available and prebiotics to enhance resistance to illness and promote healthy digestion.

Yili’s QQ Star milk

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 21

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Best new dairy drink Nurishment Extra from UK’s Enco Products has been developed as a nutritional boost for people on the go. With a new formula and the removal of vitamins A and D as in Nurishment Original, Nurishment Extra suits both children and adults. The blend of vitamins and minerals provides many of the nutrients that can be lost through irregular meals. It contains added calcium for healthy bones, zinc for a healthy immune system and iron, for fitness and health. Nurishment Extra is also rich in Vitamin C–Thiamin (B1) which converts blood sugar into energy and Riboflavin (B2) which helps process carbohydrates, protein and fat. Also vitamins B3, B6 and B12 plus folacin. In resealable 310ml bottles in chocolate, strawberry, vanilla and banana flavours. UK’s Marks & Spencer has launched a mix of bananas, dates and oats, with low fat probiotic yogurt, to create a sweet, creamy and satisfying dairy smoothie drink. The health benefits of this smoothie are derived from a strain of friendly bacteria (Bifidobacterium). When eaten in sufficient quantities, probiotic bacteria has been shown to have a beneficial effect on gut health. In addition, the smoothie contains Omega-3, to help maintain a healthy heart

and calcium and vitamin D to support healthy bones. A 25cl serving provides 0.2g of long chain Omega-3 PUFA, 44% of the recommended 0.45g daily requirement. Optifit Liquid Breakfast from Aldi Stores UK is a product which looks to ‘get your day off to the best possible start’. It includes all the proven health benefits of dairy goodness, fruit juice and cereals, as well as tummy-friendly probiotic bacteria and 100% of the RDA of vitamin C in each 500g bottle.

It fits perfectly into today’s busy lifestyles by offering an innovative alternative for people without the time to have a glass of orange juice, a probiotic yogurt mini drink and a bowl of cereal in the morning. Optifit Liquid Breakfast is available in mixed berry, strawberry or peach varieties and the 500g serving has been selected specifically as the perfect size to ‘keep you going until lunchtime’.

Next Proteins; Shaken Udder; Nom Dairy With HDPE packaging and a full sleeve label, Shake from CocaCola Hellenic Cyprus/Lanitis is the first milk drink of its kind to be produced in Cyprus. Targeting primarily teenagers with an out of the ordinary and defiant campaign it uses the slogan and song ‘Shake your world’. Collaboration with a Cypriot Hip Hop Artist cemented the brand’s identity. The song became a hit and the target group attended fun ‘shaking’ competitive events. This ‘differentiation/rebelliousness’ was maintained throughout all communication including an intensive internet campaign - the first to take place within Cyprus. US based Next Proteins launched its Isola Protein drink with the aim that: “People can now enjoy the taste of cola with all the functional benefits of protein. All natural Isola protein cola is designed to refresh your mind, refuel your body and boost your recovery. No longer will cola be considered an unhealthy drink with wasted calories.“ Following

three years in development, Next Proteins has patented the process of high protein content and carbonation. Isola protein cola in 12oz sleek cans contains 10g of Designer Whey Protein, 80 calories and is available in cola and açaí cola flavours with more flavours to follow. Shaken Udder Milkshakes UK has a focused mission to put the fun back into an often undervalued milk fixture. Shaken Udder is an unashamed milkshake specialist, a one-trick cow if you like. Building a significant older audience, light-hearted packaging, quirky copy and an unshakeable commitment to real ingredients; Shaken Udder targets nostalgic adults and conscientious parents. According to the company: ”The flavoured-milk fixture currently lacks direction, as smoothies and super-premium ice cream did pre-innocent/Ben & Jerrys. With bottled waters and smoothies in decline, top-notch milkshakes have the potential to bring feelgood back to the milk fixture.”

Enco Products; Marks & Spencer; Aldi Stores; and Coca-Cola Hellenic Cyprus/Lanitis © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

22 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Asda Inner Defence drinks, by UK’s NOM Dairy, were launched to offer improved value for money and crystal clear clarity of communications. The active health drink market has grown substantially over the past ten years and is now worth over £240 million in the UK. However the market stalled last year as consumers saw the category as being over priced and were confused by the varying messages from brands. The product was given the name ‘Inner Defence’ to communicate: ‘helps support your bodies defences’, a benefit that consumers are starting to be more familiar with thanks to brand leader Actimel. Yili of China’s QQ Star milk for growing children is an enhanced dairy drink made using organic milk with Omega-3 DHA fish oil for brain development and prebiotics for strengthening the immune system. This product has been specially formulated with a ‘triple protection’ system to meet the optimal nutrition needs of children who are growing - both physically and mentally. The product includes ingredients designed to help absorb calcium and aid bone and teeth development, organic milk to ensure the best quality of nutrition naturally available and prebiotics to enhance resistance to illness and promote healthy digestion.

Yili’s QQ Star milk

Best new packaged water Font D’Or Maximum from Spain’s Grupo Vichy Catalan is bottled in a premium glass bottle, carefully designed with elegant curves and an impactful blue transluscence to highlight the heritage of this classic brand. As the company explained: “Special attention has been paid to preserving the water’s qualities by bottling it in glass - a material able to maintain the values of a one thousand year old water intact - a water which comes from one of the most important sources in Europe. The ‘Cradle of water’ - the Font d’Or spring.” A silver edged neck and shoulder label complete this upmarket delivery. Bottled in the scenic region of Sembrancher in Switzerland, Sembrancher premium Swiss water, from Swiss company SEEMS, has considered contemporary packaging with modern mountain logo, gunmetal

label and handwritten graphics along the length of the bottle. Tailor made for epicurians and delivered through selected partners, the main focus of the brand is to provide an uncompromised concept from pristine source to the finest tables. With the smallest plant ever built in the water industry, Sembrancher has introduced the first artesian micro-source concept in the premium water niche. By using less than 1% of the source potential and sustainable development management, it has set out to redefine a new approach to bottling and commercialising of natural mineral water. Aiming to supply a ‘cool’ bottled water in PET, to rival competing brands, in their words, offering ‘thinner bottles with boring labels’, Liquidcool of the UK focused on quality for the water, bottle, label and cap - the complete package. The metalised silver PP self

adhesive label is fully laminated for extra durability. The logo and branding are bold and uncomplicated with black used for its association with premium. When removed from a fridge, condensation on the silver label looks artistic. By printing the brand name on the inside it is magnified through the water for added impact. Liquidcool is available in standard and sports cap variants. Just Drinking Water in the UK produce Aquapax: “One of the purest natural mineral waters on the planet“ packaged in a 50cl carton that’s mostly derived from wood - a natural and renewable resource. Aquapax natural still mineral water has an optimal pH balance, is low in minerals and ultra low in nitrates, making it suitable even for infants. Aquapax is all about making a positive change to the way we consume portable water. A responsible package and a carbon balanced footprint makes ecological sense. As the company suggests: “You can also re-use or recycle your empty Aquapax carton after you’ve finished drinking from it.”

Grupo Vichy Catalan; SEEMS; Liquidcool; and Just Drinking Water

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 23

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Best new packaged water Originally launched onto the Spanish market in 2002, Aquabona, from Spain’s Coca-Cola Iberia, has been relaunched with a new brand proposition: “I drink Aquabona because it respects my body thanks to its quality and pH and it also respects my environment, which allows me

to feel in balance and live in harmony.” A new visual identity, using white labelling for shelf impact, reflects the brand’s personality and naturalness. The new PET pack design allows for considerable reduction in weight, while the wide mouth glass bottle combines both modern design and functionality.

Next Generation Waters first introduced Ñúu Rainforest Spring Water in the Republic of Panama in autumn 2008. Thanks to its crisp clean taste and innovative bottle shape, Ñúu has quickly earned acceptance in the Panamanian beverage market. Sold in major supermarkets, gourmet shops, c-stores and pharmacies, Ñúu will join Next Generation Waters’ Chill, Hot, Kick and Thin, on shelves in the US. Easy to carry, drink and exercise with, the raindrops embossed on the bottle hint at the water’s origin - a natural spring from the highlands of Volcán, Chiriquí, Panama, where fresh water pours out of thundering storm clouds, flows through layers of volcanic rock, naturally rises and is bottled at the source. Nornir from the Danish Bottling Company is a symbol of the cycle of life. The Fates of Norse legend, the Nornir, used it to bring vitality and strength to the World Tree. The Nornir source in Denmark is the result of a cycle that began 20 million years ago. Its waters

are filtered deep underground through the noble remains of long-crumbled mountains. Protected by age-old geological strata, this natural mineral water is among the purest in the world. Nornir natural mineral water is launched in three different versions parallel to the three Norns - still, effervescent and with oxygen. It Coca-Cola Iberia is bottled in a 50g one way PET bottle with a 30/60 aluminium closure, - curvaceous bottles inspired introducing a completely new by the silhouette of its beautiful bottle standard and challenging brand ambassador. Ouro Fino the glass bottle segment. Its Priscila Fantin is available in design, labelling and marketing two variants: pink offers a still signifies Nordic simplicity, version of the sodium free water, originality and serenity. while the aquamarine packs are sparkling. Marketing efforts have focused mainly on São Águas Ouro Fino of Brazil Paulo with its 11 million residents. has given the name of actress The company forecasts a 20% Priscilla Fantin to its latest launch increase in sales in 2009 with 8% attributed directly to the launch of Ouro Fino by Priscila Fantin. A donation from each purchase will be made to a Brazilian charity helping children with cancer.

Next Generation Waters; Danish Bottling Company; Águas Ouro Fino; and Telefound

Hungary has extensive underground water reserves and a wealth of mineral and medicinal waters. The Carpathian basin is unique because the sedimentary rock-mass of the earth’s crust and its integrated water resources are linked in a more intensive

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Best new packaged water

Alex Büchler Heidelberg Media

way than in other parts of the globe. Today nearly 80 wells and sources are known in Hungary. Aqua Maya Cívis from Telefound, is a perfectly clear refreshing natural mineral water, bottled at source, originating from subterranean fine water aquifers in protected surroundings. It has a relatively low total dissolved solid (560mg per litre) so it is health beneficial to consume

“A PET bottle that looks like glass certainly suggests a premium offering.”

on a regular basis. It contains Metasilica, which according to medical journals improves hair strength, has a positive effect on skin and nails. Belgian company ABI has launched 9°, a premium water brand which bears a name to reflect the constant Celsius temperature of the Italian underground spring from which it is sourced. In an interview with water innovation, promoter Peter De Vos explained that 9° was, therefore, also the ideal temperature to drink the product. A selection of nine coloured bottles are available to offer consumers the flexibility to select packaging which best suits their own surroundings. Mr Vos also highlights that the product

ABI range will not be mass produced and will be limited to a maximum of nine merchandisers in each country. Exclusivity is guaranteed, with a launch in September 2009

of a limited edition of nine numbered bottles. Adorned with platinum and nine diamonds, the water in this limited edition range will contain 23 carat gold flakes.

26 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Ganic Consumer Products from Germany has made ganicwater using pure Norwegian spring water infused with 14 different aromas from herbs, spices, fruits and flowers. Using completely natural extracts and aromas, to create a sense of taste without losing waters’ natural purity, variants include cranberry pearl, velvet green tea, orange beach, smooth ginger and caramel toffee. Nothing artificial is added to each 50cl bottle. Inspired by aroma and flower therapies, which have been used for centuries to aid wellbeing, ganicwater uses subtle aromas and clean contemporary graphics on a 50cl bottle developed in co-operation with Artenius PET Packaging (Amcor). The successful Bonaqa Fruits range from Coca-Cola GmbH in Germany was extended in 2008 to include peach maracuja and lemon passion fruit flavours. Low carbonated Bonaqa medium water was combined with a shot of fruit juice and natural flavours to create two fruit flavour combinations with only 16 kcal/100ml as a response to the health and obesity debate. GDA information is given on the front and rear labels.

Radenska of Slovenia has launched Oaza Peach Maracuya with white tea - a noncarbonated low calorie soft drink/flavoured water, prepared with Radenska natural spring water. Enhanced with natural flavours of peach and maracuya it is low calorie, with only 16.3 kcal per 100ml. It contains no preservatives and, being sweetened only with fructose, is suitable for diabetics and those following a calorie controlled diet. White tea is the least processed tea and because of that has the highest antioxidant levels - three times that of green tea, but it also has the lowest caffeine level. What if you could create a luxurious and refreshing still drink that helps consumers manage their weight, maintain digestive health, and also offers them the benefits of green tea antioxidants for cardiovascular health and healthy ageing? Lotus Blossom drink Enrich from Tate & Lyle is a new flavoured water concept targeting health conscious consumers who like to enjoy a premium and novel taste while enjoying multiple nutrition benefits. Enrich is 75% kcal reduced compared to its full kcal near water reference.

It has high quality sweetening thanks to Fructopure Fructose and Splenda Sucralose. A source of fibre due to Sta-Lite Polydextrose, a 250ml serving contains 7.5g prebiotic fibre for digestive health. Enriched with Teawell 95 green tea extract, a 250ml serving containing 75mg EGCG for weight management. EGCG (epigallocatechin-3-gallate) also helps maintain normal blood glucose levels, healthy blood pressure and cholesterol levels, and is a potent antioxidant.

Alain Beaumont UNESDA

Best new flavoured water

“Consumers will decide where a flavoured water stops and a juice drink begins.”

Adelholzener Alpenquellen of Germany has formulated two functional waters: Active 02 Mango and coffee and Active 02 Himbeer (raspberry) with coffee. Containing revitalising natural caffeine, the company has taken the megatrend towards coffee drinks and combined it with fruit flavoured water. Containing 15 times more oxygen than other

waters, this alpine energy water is packaged in a 75cl bottle. Coca-Cola Hellenic of Austria entered its latest flavour under the emotion brand from Römerquelle. Römerquelle mineral water is combined with natural fruit juice concentrate of sweet sour blackberry and lime to give a mineral enriched blend that refreshes and prepares the consumer for mental challenges. The blackberry lime variant was launched in retail in 50cl and 1 litre PET and in 33cl glass for Horeca. The campaign focused an integrated message across TV and billboard. Within two months, Römerquelle emotion blackberry lime increased reach up to 88% - meaning 7.1 million Austrians saw the advertising or poster a total of 1.4 times a week. Aquarte is a range of natural water with light fruit flavour and functional herbal extracts from Ukraine’s Vitmark. The water comes from a natural source and the high quality functional ingredients help satisfy different needs of the consumer. These drinks are healthy and trendy - Aquarte is “the most stylish premium water, possessing functional characteristics that are popular among consumers who care for their health and looks.”

Ganic Consumer Products; Coca-Cola GmbH; Radenska; Tate & Lyle; Adelholzener Alpenquellen; Coca-Cola Hellenic; and Vitmark © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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BEVERAGE AWARDS 27

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Best newcomer brand or business

Detlef Groß WAFG

Fruity Shake milkshake syrup from UK’s Hopewell Farm Foods uses only natural ingredients. It contains no added sugar, artificial sweeteners, chemical colourings or flavour enhancers, making it the ideal nutritional soft drink for consumers concerned about preservatives and chemicals. With a high fruit juice content, Fruity Shake can be added to hot or cold milk to create a nutritional, healthy and enjoyable drink that takes only seconds to prepare. Fruity Shake offers consumers a nutritionally rich drink imbued with natural goodness that has been designed to promote a healthy balanced diet. It sells in both 50cl and 2.5 litre units making it suitable for both consumer and catering requirements.

“Declaring and scoring sweetness, sourness and bitterness is a refreshing idea.”

Launched in January 2008, Ganic Consumer Products of Germany has already achieved presence in most European Markets. With customers such

as Colette (Paris), Luisa Via Roma (Florence), Restaurante Klein (Barcelona), Quartier 206 (Berlin) and Daylesford Organic (London), the company is well on the way to achieving its goal of building a brand with a solid basis for success. What it did was to focus on the quality of its sales partners, not on the volume they can sell. Within the founding team there is no water or beverage expert. The team comes from fashion, advertising and hotel management backgrounds, and have launched this beverage brand in less than 14 months. It meets consumer cravings for individuality and a healthy, sustainable lifestyle. Ganicwater operates in an environmental friendly way and will soon be CO2 neutral. UK’s Good Natured, makers of Happy Monkey açaí superjuice drink, has launched a range of 100% pure fruit smoothies developed for the children’s market. Packed with fruity goodness, the new smoothies, which carry the Rainforest Alliance Certified seal, are available in strawberry banana and orange mango flavours. Nutritious, affordable, appealing to children and sustainable, significant investment has been made into the product’s fun and colourful packaging, designed by leading design agency Dew

AiQA’s intelligent water Gibbons to maximise on-shelf presence. The 180ml Tetra Wedge cartons contain only 54 calories yet all of a child’s RDA of vitamin C.

the energy category in Norway. YTD the energy category in Norway has increased 27% in value, with Pure Rush accounting for 75% of the growth.

Consumer Insight: “Energy drinks sound like a good idea, but I’m hesitant to try or use them because of all the artificial ingredients in them, and because I don’t think they taste good.” Pure Rush natural energy drink, from PepsiCo International Nordics, has been developed using nature’s own, pure ingredients. In addition to caffeine, Pure Rush contains natural ginseng, yerba maté, sea buckthorn and guarana. Pure Rush comes in two flavours: berry apple and guanabana and is packed in 25cl cans with a clean and differentiating design. The results have been above expectations. In May, 2009, Pure Rush had a 17% value share of

Launched in April 2008, the Fruit Lab, from Fruity King in the Netherlands, is a range of freshly squeezed juices and smoothies using the tag line ‘enjoy life with nature’s best fruit’. The range consists of six juices and two smoothies. Each product has a unique number, representing the amount of sweetness, sourness and bitterness on a scale from one to nine. The premium quality and origin of the fruit is important and each fruit is named on the packaging. Distributed mainly via catering establishments in stations, cafetieria and lunchrooms and on the go locations. The Fruit Lab has already won two awards in the Netherlands.

Hopewell Farm Foods; Ganic Consumer Products; Good Natured; PepsiCo International Nordic; and Fruity King © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

28 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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AiQA Intelligent Water is a new brand which is distributed in Austria. The idea is to offer consumers healthy and tasty drinks which are purely natural. A good flavour combined with healthy ingredients make AiQA drinks unusual. The company aims to contribute to the fight against obesity, as well as meeting demand for natural and not over-sugary drinks by using natural sweetening systems. AiQA products have been developed over recent years with the benefit of the most up to date findings in the field of nutritional science, and in co-operation with doctors, sportsmen and women and other experts. The company’s main focus has been to adapt the drinks to the specific needs of individual consumer groups, according to age, gender and requirements. Fast Drinks 2GO from Spain is a newly patented self heating can for consumer drinks. Designed to increase the initial temperature of 200ml of product to 40ºC in less than three minutes. Heat is produced by the reaction of calcium oxide and water in a separate thermal module. A dual chamber pack, the exothermic reaction occurs in the lower thermal module and the drink is warmed by heat transference. The final temperature is maintained for more than 15 minutes with little variation. An insulating shrink

sleeve label and plastic rim protect the consumer’s hands and lips from the hot drink. Suitable for coffee - including cappuccino - chocolate, soup, tea, milk drinks and mulled wine. Vicap Systems of Luetisburg, Switzerland is a dispensing cap which releases liquid or powder into a bottle of water or juice within seconds to create sports, near water, vitamin, health or energy drinks. Offering new business potential to smaller water bottlers, Vicap offers caps and licences and also engineering expertise for many applications. Belgian company ABI has launched 9°, a premium water brand which reflects the constant temperature of the Italian underground spring from which it is sourced - and also the ideal temperature at which to drink it. In a choice of nine colours to suit various interior decor, the product range will not be mass produced and is limited to a maximum of nine distributors in each country. Exclusivity is guaranteed for a limited edition of numbered bottles to be released in September 2009. Adorned with platinum and nine diamonds, the water in this limited edition range will contain 23 carat gold flakes.

A lightly carbonated, low GI malt beverage, Attitude from the UK’s Energizer Brands has been launched by entrepreneurs with experience in FMCG. Packaged in the Rexam Fusion Alubottle and 33cl can, with five colour printed can ends in 4-D effect and premium ring pull cap. This is a healthy stimulation drink with no taurine, aspartame or added sugar. Taking energy from the Brazilian ingredient yerba maté, it is sweetened with Fruit Up natural fruit extract. Containing Swiss spring water, lemon grass, guarana and ginger root with yerba maté and L-carnitine-L Carnipure. Attitude is linked with the US based Make a Wish Foundation and already on sale in Benelux, Japan and Russia as well as in the UK. Stolen Recipe from the Stolen Recipe company in Australia is about having fun with a serious product, going against the norm - attracting new consumers to the ice tea category and encouraging a tribal following. Each Stolen Recipe bottle is dedicated to the blend’s eccentric inventor complete with back story and portrait. The three varieties ‘Play Hard’, ‘Relax’ and ‘Requench’ are 100% naturally brewed ice teas and unlike other mainstream competitors, use no artificial

flavours, colours, preservatives, or sweeteners and are targeting the modern consumer (18-35yrs 50/50 male, female split) who are looking to make healthier lifestyle choices, without having to compromise on taste. Coca-Cola Services in Poland is the first country to introduce Cappy Cala Pomarancza made using innovative Whole Press technology - a patented method of juice extraction. This ensures that the drink includes all the goodness from an orange you can eat - the pulp, fibre, vitamins, minerals and twice as many phytocompounds such as polyphenols than traditional orange juice. In nutritional terms it is the closest drink to eating a whole orange. “Orange is one of the most extraordinary fruits considering its nutritional values,” said Ryszard Amarowicz, DSc, Head of Chemical and Physical Properties of Food Department of the Polish Academy of Sciences in Olsztyn. “Its phytocompounds help in prevention of inflammatory conditions and tumours, they have anti-bacterial and anti-viral properties and they can seal eye capillaries. The high content of potassium in orange can also have a positive effects on lowering blood pressure.”

Fast Drinks; Vicap Systems; Waterwinkel; Energizer Brands; Stolen Recipe; and Coca-Cola Services © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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BEVERAGE AWARDS 29

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Best newcomer brand or business Gatorade from PepsiCo International Ltd, was the world’s first sport drink, invented in 1965 for the University of Florida’s gridiron team - the Gators. It is the most widely used, tested and researched sports drink in the world with a history of delivering success for the world’s elite and everyday athletes. It has been re-engineered to meet consumer demand for natural formulation. Gatorade No Artificials was developed to deliver exactly the same functional efficacy as the tried and tested worldwide formula but contains no artificial colours, flavours, sweeteners and no preservatives. It runs with the slogan: ‘Gatorade No Arts - The world’s best sports drink. Made better’. One Healthy Habit is a mangosteen juice drink from One Healthy Habit UK. Comprising 75% whole natural mangosteen mixed with passion fruit, grapes and jambolan berries. The mangosteen, a fruit well known in Thailand, contains over 47 xanthone compounds - the highest xanthone content currently occuring in any fruit and so offers excellent antioxidant properties. The bottle and label have been designed to convey its healthy, natural and good for you image. This young company has

carried out considerable research into the health benefits of this drink. USDA certified organic, borojo organic energy drink, from Borojo Beverages USA, is 100% natural and promises no crash or jitters. Made using the antioxidant rich borojo fruit, it provides a smooth energy boost along with the effects of a natural aphrodisiac. Rich in vitamins, minerals, amino acids and protein, this fruit is used in the Southern Hemisphere to energise before long journeys or whenever endurance is required. Infused with antioxidant packed green tea, yerba maté and guarana seed, it is low calorie, while offering high levels of nutrition and antioxidants for sustained energy. In pink guava passionfruit, strawberry kiwi watermelon and blueberry açaí pomegranate it contains naturally occuring caffeine and adaptogens from ginseng. Yxaiio GmbH of Austria launched the concept of an aphrodisiac drink - Yxaiio pheromones. The messengers of sexual attraction, pheromones also stimulate brain activity. The chilli content is known to dye the tongue pink. It is only recommended for those over 18 and no more than three cans per day should be consumed. Having

Aquaduct Investments a contemporary, provocative and sexually oriented website the company has links with a number of nightclubs in Spain and across Europe. Shaken Udder from the UK is an approachable, premiumpositioned milkshake range built on firm foundations, namely no artificial colours, flavours or preservatives. Whilst the informal look and light-hearted informality of Shaken Udder will secure a cult playground following, this is an adult-orientated proposition geared at nostalgic individuals looking to treat their ‘inner child,’ as well as discerning, foodie parents. As they describe themselves: “We are a highly focused milkshake specialist and not a half-hearted line extension from a dairy bigwig.” The brand, brimming with infectious small company passion, is led by two founders who did not go straight to retail. Shaken Udder

PepsiCo; One Healthy Habit; Borojo Beverages; Yxaiio; Shaken Udder; and Preshafood Ltd

has worked tirelessly to build a following. Waitrose, Harvey Nicks and a number of Co-ops have chosen Shaken Udder, suggesting that the marketplace recognises that the £38 million flavoured milk category now has a champion to stand toe to toe with personality-packed smoothies, juices and bottled water. Preshafruit from Preshafood Ltd of Melbourne, Australia is made using high pressure processing for a better tasting finished product. Packaged in stylish triangular bottles which stack well for transport, with contemporary graphics and clever use of caps and labelling this bottle has shelf stand out and a new story to tell. Kieran McKenna, Founder of AWS - one of Europe’s pioneering mains fed water companies and founder of Aqueduct Investments International has brought to market a range of HOD water coolers that mark a seismic shift in the returnable 5 gallon business model. Having launched the coolers at the Copenhagen Food Fair and followed up with a well received launch at the AVEX/EPDWA trade fair in Birmingham, the market demand and interest now extends to 40 countries worldwide. Comprising a stylish commercial size cooler with fully automatic dispenser, a manual tap activation counter top and a domestic freestanding cooler.

30 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Best health initiative Using the tagline ‘Redefine your energy’ 9th St Beverages in the US has launched the 180 range of three all natural energy drinks. Targeting the on the go consumer seeking a healthier lifestyle, they are an excellent source of antioxidant vitamins. Containing all natural fruit juices they are sweetened with pure beet sugar and 2g fibre per serving. Vitamins B1, B2 ,B5, B6, B7, B9 and B12. Powered by guarana - the plant based source of caffeine and available in citrus, açaí berry and goji berry varieties to deliver an all natural energy drink that leaves you recharged without compromising on taste.

Coca-Cola Be Active Engaging with an audience of 750,000 people and involving 75,000 participants in ‘Be Active’ initiatives, Coca-Cola Hellenic Ireland and Northern Ireland involve communities from across the country in sports through communicating the ‘Be Active’ strategy. This has also led to a noticable reduction in anti-social behaviour in campaign activation

areas. Key messaging links the choice of carbonated, sports, waters and fruit juice drinks to active lifestyle initiatives and the company is actively involved with 75 employees helping organise extremely well attended sporting competitions in football, hurling, marathons, rugby, midnight soccer, tennis, cycling and pony club games. The power of probiotics rests in their ability to stay alive in the beverage in order to maintain or restore good health. Danisco of France in co-operation with Unistraw, solves these issues in introducing the Howaru straw that can guarantee live probiotic bacteria survival in all types of beverages, even in aseptic options. The system works by storing probiotics as dry, stable beads which dissolve as liquid is sipped through the straw. Welded filters at both ends of the straw hold the beads in place and regulate the flow of the beverage. The foldable straw is available in three formats and can be attached to most cartons, bottles or cans. It uses two probiotic strains: Howaru Dophilus for improving digestive health and Howaru Bifido for enhancing the body’s natural immune response. Fun to use, it does not alter the drink’s taste and is easy to transport and store.

Danisco Howaru straws Sociedade Central de Cervejas e Bebidas SA (SSC) of Portugal has developed Formas Luso dieta as a new way of drinking to help consumers reach their ideal body weight. In one litre bottles, this drink consists of 98.6% Luso natural mineral water and saciaris fibres. Scientifically proven that it helps reduce appetite, it is available in five flavours: lemon, strawberry, green apple and raspberry, green tea and pear and natural (flavourless). AiQA 100% natural children’s drinks have been developed for one to eight year old children. The balanced fruit juice content, essential vitamins and valuable minerals contribute to a healthy lifestyle for children. Instead of refined sugar or sweeteners, only high quality fructose from natural fruits is used. AiQA also uses aseptic filling, so there are no artificial colours, flavours or preservatives. The decorative sleeves are opaque to protect the vitamins and the bottle cap is suitable for children under three years. Tropical orange contains orange, carrot, pineapple and passion fruit and the cherry variant is made up of cherry, elderberry and lemon.

9th St Beverages; Sociedade Central de Cervejas e Bebidas; AiQA; Asda; and First Juice Inc

Amita ‘five a day’ campaign Asda 100% Sparkling Apple & Berries Juice encapsulates ‘everything that Asda shoppers are looking for in terms of a soft drink’. It counts towards one of your five a day - meeting consumers’ increasing demands for healthier offerings in both food and drink. The packaging design clearly communicates the drink’s contents and healthy attributes giving the product great shelf presence and making it an easy choice for customers. Another key element is its value for money - multi-pack of 6 x 25cl currently retails for £2.50. First Juice, from US based First Juice Inc, was created by parententrepreneurs from the food and beverage industries who wanted to offer natural, less sweet drinks to children to help them develop healthy eating habits from the start. First Juice contains 50% less sugar than many 100% juice products and is fortified with calcium and vitamins C and D. It is sold in a convenient, recyclable, reusable 8oz sippy-top container, and a 32oz bottle for refill at home. Two new flavour extensions are blueberry+purple carrot and peach+purple carrot offering variety and the antioxidants found in blueberries and grapes. In 2008, Coca-Cola Hellenic, in collaboration with the Greek Ministry of Development, launched a ‘five a day’ TV, print and internet campaign - linked with the Amita juice range - to help consumers increase fruit and vegetable consumption. Originally launched in 1983, nutrition has been an important issue for Amita for years, as the brand actively invests in education and helps people improve their health through smart, balanced nutrition.

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BEVERAGE AWARDS 33

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Best health initiative Coca-Cola Hellenic Bottling Company Hungary launched the Wake Up Your Body active lifestyle programme in order to promote physical activity and sports through public sports events to help combat the problem of obesity. The WYB programme is based on freedom of choice - so everyone can choose the activities that best suit their age, gender and health and learn about balanced nutrition. Coca-Cola Hellenic also supports large scale sports, fitness and aerobic events, swimming across Lake Balaton, cycle races and dance events. Here dieticians carry out health checks and explain diet, physical exercise and hydration in an interactive way. The company has been awarded prizes for its workplace health programme, with each month dedicated to a theme - relaxation, giving up smoking, or reducing stress with fitness, dance, yoga, pilates football and running clubs organised around these themes. Usana Health Sciences provides natural, revitalizing energy through Rev3 Energy ‘without the crash and burn’. According to Dan Macuga, Rev3 Energy is a cleaner, smarter, stronger energy to keep active, high-endurance people on the move. It contains no artificial flavours, sweeteners, preservatives or colours, and

natural caffeine from a tea blend for mental alertness and stamina. It supplies beneficial ingredients, including potent antioxidants and low-glycemic sugars for sustained energy - and vitamins, minerals and antioxidants to support energy metabolism. DSM in the Netherlands has just launched an innovative ingredient - tensVida, which helps to control blood pressure. The development of tensVida is the result of five years of intense research, using breakthrough enzyme and application technology. The benefits are guaranteed through its special dairy peptides. More than 20 human trials have proven that these lactotripeptides can lower blood pressure. tensVida has been specifically formulated for effectiveness, taste and use for many different applications, including dairy drinks, fruit juices and near waters. It will allow beverage manufacturers to extend the heart health category, addressing an unmet market need for older consumers with a new concept and can help to further strengthen their existing heart health brands. One Healthy Habit is a mangosteen juice drink from One Healthy Habit UK. Comprising 75% whole natural mangosteen, mixed with passion fruit, grapes and jambolan berries. Mangosteen contains over 47 xanthone compounds - the

Coca-Cola Wake Up Your Body highest xanthone content in any fruit - and so offers excellent antioxidant properties. The bottle and label have been designed to convey its healthy, natural and good for you image. This young company has carried out considerable research into the health benefits of this drink. The active health drink market has grown substantially over the past ten years and is now worth over £240 million in the UK. However the market stalled last year as consumers saw the category as being over priced and were confused by the varying messages from brands. Asda Inner Defence drinks were launched to offer improved value for money and crystal clear clarity of communication; ‘helps support your body’s defences’ - a benefit which consumers are starting to be more familiar with, thanks to brand leader Actimel. Celsius Inc has introduced its Celsius award winning, scientifically tested calorie burning beverage as on the go powders in single serve packets,

Usana Health Sciences; One Health Habit; Asda; Celsius Inc; Enco Products; and Telefound

tensVida designed to blend with water. Containing MetaPlus, ginger, caffeine, calcium, chromium, B vitamins and vitamin C, each packet of raspberry açaí Celsius raises metabolism for three hours, so promoting weight loss. Following numerous scientific trials US consumers have found out for themselves that this works. Nurishment Extra from Enco Products has been developed as a nutritional boost for people on the go. With a new formula and the removal of vitamins A and D, as in Nurishment Original, Nurishment Extra suits both children and adults. It contains added calcium for healthy bones, zinc, for a healthy immune system and iron, for fitness and health. Nurishment Extra is also rich in vitamin C – Thiamin (B1) which converts blood sugar into energy and Riboflavin (B2) which helps process carbohydrates, protein and fat. It also contains vitamins B3, B6 and B12 plus folacin. Hungary has extensive underground water reserves and a wealth of mineral and medicinal waters. The Carpathian basin is unique because the sedimentary rock-mass of the earth’s crust and its integrated water resources are linked in a more intensive way than in other parts of the globe. Aqua Maya Cívis, from Telefound, is a perfectly clear refreshing natural mineral water, bottled at source, originating from subterranean fine water aquifers in protected surroundings. It has a relatively low total dissolved solid (560mg per litre) so it is health beneficial to consume on a regular basis. It contains Metasilica, which according to medical journals improves hair strength and has a positive effect on skin and nails.

34 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

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Best new ingredient Initially launched in the supplements market, Indena Spa’s Opextan olive fruit extract is now suited to the functional drinks market, as an application, as water soluble antioxidants for a healthy and beautiful skin, as demonstrated both in vitro and in vivo in two pilot clinics. The main active component is verbascoside, a polyphenol typical of olive fruit pulp. In clinical trials, Opextan has demonstrated its beneficial effects at skin level, where wrinkle formation, epidermal barrier disruption, etc, may be effectively prevented. The scavenging and antiinflammatory ability of olive polyphenols appear to be one of the treatments of choice for skin care against UV erythema and for skin ageing (especially photoageing) prevention. Dansico of France has launched the Howaru Straw to create a ‘revolution in beverages’. The use of probiotics has been limited by technical constraints as, the power of probiotics rests in their ability to stay alive in the beverage. This system works by storing probiotics in the straw in the form of dry, stable beads which dissolve as liquid is sipped through the straw. Welded filters at both ends of the straw hold the beads in place and regulate the flow of the beverage. The Howaru straw will adapt to existing beverages without altering their original taste. It does not modify the positioning

of low-fat or diet-controlled beverages and is suitable for vegetarian as well as being GMO free. Tested by consumers, the straw was perceived as a fun and easy to use format. There is no need for refrigeration so it can be used on the go or at home and is easy to store.

NovaSOL BCS from Aquanova Aquanova has introduced NovaSOL BCS - the biomimetic (mimic nature) colour system has been launched in response to the EU decision that beverages containing azo dyes may provoke allergenic effects and hyperactivity in children. The liquid NovaSOL colour system generates a brilliant spectrum of colour shades using curcuma, lutein, sweet pepper, apocarotenal or betacarotene in a nature like colloidal solution, which give stable and clear water solubility for beverages. These natural clean label colours have

identical colour appearance to azo-dyes, are adjustable by dosage, light and pH stable against heat applications and easy to use. Adelholzener Alpenquellen of Germany has formulated two functional waters: Active 02 Mango and coffee and Active 02 Himbeer (raspberry) with coffee. Containing revitalising natural caffeine, the company has taken the megatrend towards coffee drinks and combined it with fruit flavoured water. Containing 15 times more oxygen than other waters, yet non carbonated, this alpine energy water which revitalises through natural caffeine, is packaged in a 750ml bottle. Mango meets coffee and raspberry with coffee flavour are two entirely new flavour concepts which work well together. DSM’s tensVida contains special dairy peptides, which are proven to help control blood pressure. These lactotripeptides work with the body’s natural mechanism for controlling blood pressure. Over 20 human clinical studies have been conducted with lactotripeptides over the past ten years to demonstrate the blood pressure lowering effect. Research studies indicate that a reduction in systolic

Indena Spa; Danisco; Adelhozener Alpenquellen; DSM; Rousselot; and Givaudan

blood pressure of 3-5mmHg is associated with a decrease in the risk of stroke of approximately 15% and coronary heart disease of approximately 10%! Consumption of tensVida as part of a healthy diet and lifestyle, can therefore substantially contribute to the reduction in risk for stroke and coronary heart disease. As a natural ingredient, tensVida satisfies consumers’ ingredient safety concerns as it has a documented history of safe use. Today Hydrolyzed collagen is one of the leading beauty ingredients. Rousselot commissioned two double blind randomised trials versus placebo. 59 women in France and Japan aged 35 to 50 took part - ingesting 10g peptan each day in a drink. Results demonstrated significant improvement in skin hydration levels and a significant reduction in wrinkles. To meet customers’ demand, Peptan Beauty is available in fish, porcine or bovine origin and four main standard grades. New Peptan Beauty LD (low density) exhibits superior wetability, instant solubility in cold and warm liquids and transparency. Excellent organolopetic properties are at the heart of Rousselot R&D investigations. Givaudan of Switzerland is working with beverage manufacturers to create healthy, natural low calorie drinks, while providing consumerwinning taste. TasteSolutions Sweetness represents Givaudan’s capabilities in creating natural flavour solutions that both enhance and balance sweet profiles for beverage applications. The company has reduced sugar content by 2530%; in markets where 70% of sugar consumption is linked to beverages and processed food - a crucial achievement. Givaudan’s scientists have worked with external parties to identify the next generation of high-taste impact molecules

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Best new ingredient for sweet enhancement and bitterness masking under the TasteSolutions umbrella. Sensory panels have shown that this technology enhances the sweet taste of sugar in any beverage,

ranging from flavoured water to carbonated soft drinks and tea. One Healthy Habit is a mangosteen juice drink from One Healthy Habit UK. Comprising

75% whole natural mangosteen, mixed with passion fruit, grapes and jambolan berries. The mangosteen - a fruit well known in Thailand - contains over 47 xanthone compounds. It is known

to have the highest xanthone content currently occuring in any fruit and so offers excellent antioxidant properties. The bottle and label have been designed to convey its healthy, natural and good for you image. This young company has carried out considerable research into the health benefits of this drink. ViaLeupro is a revolutionary protein blend from US based Health Span Solutions that has been clinically proven to be four times more effective than whey protein alone. As adults age, protein or the lack of it becomes a critical factor in staying healthy and active as it is linked to fatigue, suppressed immune functions, ViaLeupro amino acid and protein blend was developed and patented by HealthSpan researchers to be the core ingredient in an adult nutrition beverage, BeneVia. ViaLeupro protein blend has been clinically tested to be four times more effective in improving muscle function than any form of intact protein alone. Research support was provided by the University of Arkansas for Medical Sciences (UAMS) Reynolds Institute for Ageing. Doctors John Troup, Robert Wolfe and Nicolaas Deutz formed the company and now are partnered with the Danone Medical Division.

One Healthy Habit and Health Span Solutions 漏 beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

36 beverage AWARDS

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Best activation/POS/print or online campaign The ‘There is Money in Volt’ print campaign from High Voltage Beverages shows a close up image of the bottle with US dollars bursting out of the bottle neck in a flamboyant cloud of money. The ad copy asks ‘Why is Volt thriving when other carbonated soft drinks are declining?’ Bill Sipper, President responds: “Because it has 30% more caffeine. And it’s the only CSD with caffeine, guarana, taurine, ginseng and electrolytes.” The poster ad gives web, facebook and myspace addresses, acknowledging its young pc savvy audience - with a range pic showing the full line up of flavours including sugar free.

Highland Spring’s research has suggested that many people, despite the recession, have prioritised quality food and drink and do not want to compromise in this area. Because it means they are doing their best to nurture their loved ones - partners and children - in difficult times. Highland Spring Water’s organic land accreditation is perceived as a powerful signal of premium quality and purity, differentiating the brand from other players (and tap water). The proposition links nurturing with provenance: Nurture your loved ones with the best bottled water from organic land. Using classic movie moments featuring stars, the ad campaign communicates that when you love someone unconditionally, only Highland Spring will do as it comes from organic land. The advertising builds consumer trust in the brand’s affinity with nurturing, as well as belief in its special, if not unique, credentials for the role.

Sociedade Central de Cervejas e Bebidas of Portugal suggests via its informative modern advertising campaign that drinking 1 litre of its fibre enriched mineral water - Dieta Formas Luso - each day helps you lose weight quickly, naturally and economically. The campaign for Formas Luso has run for a number of years now - you can catch up on the advertising on Youtube. However this year with the launch of dieta, it is even more focused - aiming as usual at women but this time with product placement in fashion stores and a free online diet, emphasising how it suppresses appetite. Activations comprise in store sampling, point of sale material, promotional packs, consumer magazine links and tv advertising with model Telma Monteiro. The Masafi Tetra Pak juice blends were launched with a ‘Fruitherapy’ campaign emphasising Masafi’s commitment to consumers’ health. A comprehensive

well planned 360° campaign comprising on pack, in store, online, pr and print, on truck and outdoor communication ensured rapid growth for Masafi in this new sector (being best known for its mineral water brand). Merchandiser clothing, shelf danglers and posters all communicate the use of more exotic juice blends as providing natural energy, anti-ageing ingredients and helping consumers be more aware of their general weight and health. ie ‘Taking nature’s gifts and turning them into health elixirs,’ with added benefits. Aware that today’s adults are the largest future consumption market, Coca-Cola GmbH of Germany launched Spirit of Georgia. With 70% of population already over 30, spritzers, bitter beverages and flavoured water are all growing in popularity. Low carbonation and greater added value are clearly indicated as the way forward. Based on three flavours with natural extracts, and nothing artificial, Georgia

High Voltage Beverages

Highland Spring

SCC - Dieta Formas Luso

Masafi

Coca-Cola GmbH

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BEVERAGE AWARDS 37

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Best activation/POS/print or online campaign blood orange and cactus fig, Georgia green mango and kiwi, Georgia lemon and juniper berry all come in non-returnable 75cl PET. A TV campaign (1.3 billion contacts), 2 million samples and poster campaign (393 million contacts in August 2008), were all extremely successful. A strong in store activation campaign using a timber visual to link to its Georgia heritage, involves a very small footprint with all three flavours on display. Other ideas include Georgia Coolers in grocery stores, a Georgia ‘snack pack’ and eye catching counter top promotions. Coca-Cola Iberia in Spain launched Limon&Nada in 2007 to tap into the adult refreshment market. In 2008 media support was developed which could be adapted to TV, print, internet, point of sale, and outdoor channels to communicate the Limon&nada personality and philosophy. An unconventional campaign interprets characters

Coca-Cola Iberia

in life and daily news and embodies them with a sense of humour via a few pencil strokes. Culminating in a lot of laughs relating to sports, weekends, and music and culminating in a CD. Using the claim “Sencillo nos gusta más” (Simple, we like it better) after 18 months, it has achieved volumes of 3.5 million UC (+158.5% of growth in 2008) and is leader in the lemon segment with almost 50% share of value (Source: Scanner Nielsen 08). Nestlé Waters ran an extremely successful Perrier Chill Out Festival in the United Arab Emirates. “This was an activation that we put together with a line-up of top DJ’s next to the Burj Arab hotel on the beach. The objective of the music, big screen and art tent was to increase awareness of Perrier and establish it as the leading fashion lifestyle and status beverage. Drinks were mixed with Perrier to give consumers first-hand experience of the famous Perrier bubbles and its mixer drink potential. Our connections enabled MTV to film

Nestlé Waters

and air the event and renowned fashion designer Roberto Cavalli came along too, all adding to the event’s upmarket image.” Sales following the Festival increased by 18% and since then representatives from countries ranging from Japan to Bahrain have approached the company to run a Perrier Chill Out Festival there. View it on Youtube. At the end of 2007, conversations began between the Coca-Cola Zero team and Sony around the potential partnership between the two global brands: Coke Zero and James Bond ‘Quantum of Solace’ it was decided to go ahead fuelled by a strong brand fit and ability to amplify on a global scale. The Campaign Idea centred around ‘Drink Coke Zero and unlock the world of Bond’ via Coke Zero Zero 7. The TV spot made the product central as Bond’s most desired drink. Three key assets included integration of ‘007’ into the Coke Zero logo, the exclusive royalty-free use of the Daniel Craig silhouette, and use of the movie soundtrack in their communications. The PR

Coca-Cola GB & Ireland

programme alone generated 416 pieces of PR coverage, with a total circulation of over 70 million and a PR value of more than $960,000. Deutsche SiSi-Werke launched its Mix it! campaign for the ‘Fun Doubler’ Capri-Sonne 20cl range in 27 countries during May and June 2009. 3.2 million special promotion ten pack boxes including the Fun Doubler - a sharing straw - were distributed to over 900 retailers in Germany featuring special point of sale displays. It was also supported by a special online concept along with ads in print media and two TV commercials. The flexible pouch and drinking with the straw makes Capri-Sonne a special experience for kids. And the ‘straw adapter’ makes it even more fun - it lets people combine different flavours of Capri-Sonne and create their own special Capri-Sonne blend. Next Generation Waters wanted to give back to the community and create positive messaging while indirectly affecting its target in a non-traditional manner. The company decided to put $1 and a message in 10,000 of its bottles and spread them around in public places across Florida. The label read: “We at Next Generation Waters believe that everyone

Deutsche SiSi-Werke GmbH

38 beverage AWARDS

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Alain Beaumont UNESDA

could use a dollar these days. Here are some suggestions on how this dollar can change your day for the better: 1. Change it into 4 quarters and call that person you’ve been meaning to call 2. Get 100 pennies, find a fountain make 100 wishes 3. Put it in the hat of a great street performer Please tell us what you did with your dollar at info@ nextgenerationwaters.com Please throw this bottle in the proper receptacle, or better yet, fill it with some sand or rocks and work those biceps.”

“Here we are looking at ‘Edutainment’ – a clever mix of education and entertainment.”

Created by full service interactive media agency Scholz & Volmer, the special Coca-Cola Xmas 2008 website invited users to spread the Christmas spirit all over the world. A collaboration with Google Maps made it possible for users to adorn the houses of their family and friends with virtual lights and decorations for Christmas. The user could then send a picture of the house

Next Generation

with its new festive look as a Christmas e-card to the friend who lives in the house. As the campaign progressed, more and more houses are decorated with festive lights, so on Google Maps we can see the Christmas feeling gradually growing across Europe. Between February and April 2009, Sidel rolled out an international online promotional campaign for Predis, its exclusive decontamination solution for plastic bottles destined to contain sensitive beverages such as milk, fruit juice and smoothies. To reach producers and bottlers, Sidel and its communication agency Sidièse adopted an original and off-beat approach by using a short 3D animated movie that is not only funny but also full of information about the product and its customer benefits. The result: 90 seconds of dialogue between two fruit juice bottles, one decontaminated with the Predis solution and the other not (but very curious to learn more). This is a pretext for a more ‘serious’ discussion about the entire solution at the campaign’s dedicated website www.predis.biz. This was supported by a major online publicity campaign and a live webcast. PepsiCo Sierra Mist Ruby Splash combines a splash of ruby grapefruit with classic lemon and lime. The campaign was designed to create a buzz and drive awareness among

Scholz & Volmer

Hollywood trendsetters. A ‘Liquid Sunshine’ pool party was held in Miami Beach Florida with VIP’s and taste makers. TV and radio advertising with animated lemon and lime characters conveyed the message: ‘That’s liquid sunshine, baby’. Liquid sunshine banners appeared on weather sites whatever the weather with a liquid sunshine sweepstake. The market infiltration programme included delivering sunny acts from personal deliveries and a hook up phone line for product orders. The ‘sun washing’ facility offered consumers various forms of sunshine including UV lights, sunny songs, warm air fans, grapefruit scents and beach scenes enabling consumers to become sunnier individuals. Finally a massive input into Retail POS brought Liquid Sunshine to the in-store shopping experience.

PepsiCo USA

Pimento of France developed three posters as part of a poster campaign for its fiery chilli pepper drink. The corporate poster ‘Finally a beverage without alcohol - stronger than alcohol’ is supported by a second poster ‘At last - a beverage which is violent and tender at the same time’. And the third poster: ‘A beverage without alcohol which sets you on fire’.

Sidel

Pimento

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BEVERAGE AWARDS 39

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Filmed in LA by award winning US producer Joseph Kahn, Coca-Cola GmbH of Germany uses jazz musicians metaphorically to convey crispness and liveliness representing the fine sparkling carbonation of Apollinaris. Five friends open a bottle of Apollinaris pouring the water into glasses - and thanks to its particularly fine sparkling effervecence - a computer animated Jazz trio emerges. The drummer, piano and saxophone player perform a Jazzanova version of the Brubeck classic ‘Take Five’ with the final shot showing a woman enjoying her glass of Apollinaris - while visualising the pleasure the drink offers. A special animation technique, which captures human movements, reproduces the band as a computer generated 3D model. ‘One day on the Plantation’ is the opening line of the Spirit of Georgia advertisement from Coca-Cola Germany. Emphasising its natural heritage, the farmer is seen picking a bottle from among the

Coca-Cola GmbH - Apollinaris

fruit, on a tree laden with Spirit of Georgia bottles and drinking it to refresh himself. ‘We know how to deal wth hot weather’ it begins - then explaining the use of apple fermentate to refine the variants and ending by saying ‘only the best fruits are used’ along with the slogan ‘Not too sweet and not too dry’. The accompanying Activation video of the 2047 employees involved in the 2 million sampling, on a sunny few days in Berlin, was set to the music of infinity 2008 - the Guru Josh Project “Take your time to trust in me - and you will find ability.” The Greek children’s juice market is constantly growing, reaching approximately 7.7 million litres in 2008. Amita juice launched in 1983 followed in 2001, by Amita FUN! targeting children, is the entry point for Amita consumers - hence is of strategic importance for the Coca-Cola Hellenic Bottling Company - prompting the Funoxori campaign. Funoxori is the village where the nine heroes of Amita

Coca-Cola GmbH

Fun! live and play - including Fraoumita (strawberry), Capten Milo (apple), Biscoteka (biscuit), Rodaklis (peach) and Bananahop (banana). A world reserved for kids and not for adults. A place where their heroes live and where their imagination can go wild, underlined by TV campaigns, print insertions, a website (www.amitafun.gr) and experiential park activities. It had 77% spontaneous brand awareness, 94% trial, 94% hero prompt awareness.

Richard Veit Interbrand

Best TV or cinema advertising

“Production values, even from the smaller companies, are remarkable.”

The successful local adaptation of the global Nestlé Pure Life campaign in 2008 helped the brand to over-achieve its organic growth target by 280 basis points in the Middle East and reach a sales volume of a billion litres in Saudi Arabia. Across Zone AOA, Nestlé Pure

Coca-Cola Hellenic - Greece

Life achieved 21.6% organic growth in 2008. In just over a decade Nestlé Pure Life has become the world’s leading bottled water brand with 5 billion litres sold worldwide in 2008. This advert highlights the importance of hydration for every part of our bodies. Consumers are not always aware of the need for hydration throughout the day so Nestlé Waters seized this opportunity to highlight the need to drink eight glasses a day. Carefully reflecting local specifics, the advertisement ‘Let Life Flow’ hit the Middle East end of 2008. Brand awareness and market share have since improved substantially with Watercooler business customers numbering 25,144 at the close of the year. Germany’s Adelholzener Alpenquellen advertisment highlights its coffee flavoured oyxgenated water with a choice of raspberry or mango. The ad begins with a girl drinking from the stylish sports cap bottle. Then three ski sports enthusiasts in colour related fluorescent gear, ski downhill over impressive jumps

Nestlé Waters

40 beverage AWARDS

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among stunning alpine scenery. ‘Powerstoff mit sauerstoff’ - meaning ‘energy with oygen’ is the tagline. An alpine sunset and the final close up of the bottles underline this exciting contemporary package with a totally new flavour combination. The flexible pouch and new dual drinking straw makes Capri-Sonne fun for kids to drink. It allows children to combine two different flavours of Capri-Sonne at the same time and create an individual Capri-Sonne blend. The ‘Fun Doubler’ was presented in two TV commercials. From late April to mid-May, the 25 second spots showed the basic principle of the Fun Doubler: blending two kinds of Capri-Sonne. The 15 second spots shown from late May to mid-June introduced the idea of using several Fun Doublers simultaneously to build impressive structures and blend several different kinds of Capri-Sonne at the same time. Together both launches reached around 70 million target contacts. Tempo Beer Industries is Israel’s largest brewer and

Adelholzener Alpenquellen

the country’s second largest beverage company. Jump soft drinks from Tempo has been relaunched with a fresh new TV advertisement featuring an animated kangaroo working out Rocky style - then after downing a bottle of Jump leaping into the boxing ring, more than ready for the next opponent. A fun advertisement with the notoriously rousing music and an endearing kangaroo which must have had a lot of children asking for Jump! Coca-Cola Iberia explores the ways in which water is used around the world from bathing to baptism, from children playing in it, to businessmen drinking it. “From tap water to the most expensive drinking water in the world - drinking water refreshes and balances you. And to stop abusing water is essential.” It then introduces the concept of beautifully packaged mineral water Aquabona. Three critical lines from the advertisement are: “Water is becoming more scarce around the world. We need to respect it the way it respects us. At Aquabona we

Deutsche SiSi-Werke

seek natural mineral water and rebottle it, respecting where it came from to the maximum. Aquabona respects water the way it respects us.” An artistically composed advertisement with a strong underlying message highlighting the importance of water for all and the premium quality of Aquabona.

The new PepsiCo campaign signifies the prevailing spirit of optimism and renewal sweeping the country. Fueling the spirit and hopefulness of youth, the “Refresh Anthem” features Grammy-winning artist Will.i.am refreshing Bob Dylan’s “May you stay - Forever Young” to a visual collage of iconic images celebrating generations past and present.

‘You are here to be happy’ is the message given by the 102 year old narrator of Coca-Cola Iberia’s Encounter advertisement. Showing the elderly man going on a journey, while his grandaughter is giving birth the two filmed stories are interspersed until he walks into the hospital ward and lays his gnarled hand beside the baby. The oldest story in the world - with some powerful messages - one being that life is just too short to dwell on the sad things that happen. Childbirth is something that we all come into contact with and we can all join in with his final celebration with Coca-Cola among friends and family. I dare you to watch without a tear coming to your eye or a lump to your throat.

Tempo Beverages

Coca-Cola Iberia - Aquabona

Coca-Cola Iberia - Encounter

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BEVERAGE AWARDS 41

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Best TV or cinema advertising Every generation refreshes the world - is the final tagline. Amusing, entertaining and with a positive message - likely to be on everyone’s lips - along with the product. Lanitis shook the milk category in Cyprus in 2008 by launching ‘Shake’ in five flavours. To reach its target group (primarily teenagers) and make Shake a fashion product, it was essential to establish a brand image that reflected the identity of this target group. Their defiant nature was expressed throughout the entire campaign which used ‘Shake your world’ as a slogan. The brand’s image was created by using different methods that ‘went against the grain’ (reflecting the brand’s essence) such as the rotoscope technique used in the television advertisement. This gave it a graphic look reflecting the graphic novels read by intended consumers. The collaboration with a Cypriot Hip Hop Artist was also essential in cementing the brand’s identity. The song ‘Shake your World’ became a hit amongst the target group and sealed Shake’s image as the ‘different’, ‘cool’ brand to drink.

PepsiCo USA

Three rather gorgeous male pilots watch, nodding in appreciation as an F-16 fighter plane comes in to land after performing some impressive acrobatics. It’s quite a surprise to them when the pilot removes her helmet and shakes out her hair. She drinks from the bottle in her pocket - of Cisowianka smiling and saying “my secret.” Implying that this mineral water from Poland’s Polskie Zdroje, is rather more than just refreshment. An advertisement with a twist that leaves you with wry smile and an awareness that this is a modern brand and those who drink it have a modern outlook on life. The Orangina Group portfolio is growing once more. Agency Fred&Farid has created two new characters to personify the latest Orangina with pulpe products: Cowboy with mint, and Indien with grenadine. These controversial sexualised, animal characters can be seen on a popular and entertaining poster and TV campaign across France. A very masculine tiger plays the drums sitting on the green ‘orangina with mint’ bottle,

Coca-Cola Hellenic Cyprus/Lanitis

playing along to the hypnotic latin beat of “I like it like that” by Pete Rodriguez. Similarly for Indien, the bikini clad female horse character straddles the bottle of ‘Orangina with grenadine’ like a rodeo horse, circling until the bottle of drink explodes in a shower of Orangina. Young, sexy and not for anyone too stuffy. PepsiCo’s Aqua Minerale brand was launched in Russia in 1998 and is an absolute retail market leader. The objective of the new television and cinema advertisement “Desert” is to communicate Aqua Minerale’s upgraded positioning: “crystal clear Aqua Minerale water brings with it a surge of freshness and renewal,” while retaining the brand’s communication style. The target audience is middle income, city dwelling 24-25 year old men and women. The 30 second television commercial was shot in Australia, in May 2009, by film director Paul Giggle and airs this June, July and August. The creative idea is “Aqua Minerale brings freshness and renewal,” and we see a symbolic story how

Polskie Zdroje

one drop of Aqua Minerale fills the main hero with freshness and life and transforms a hot parched desert into a refreshing coastline. Since 2003, Pepsi Bottling Group in Russia has been experiencing a decline in relative market share to Coke, driven by fragmented communication featuring remote global stars with low emotional relevance, in-out tactical news and heavy promotions. In May 2009, the Pepsi brand was re-launched in Russia with the objective to: reverse the negative trend of relative market share to Coke, and to grow key consumer indicators that started to flatten. Unlike in previous years, the new Pepsi ‘Sounds’ advertisement was developed in Russia and for Russia, based on local insight, revealed in thorough in-depth consumer exploration studies. The creative idea of linking product intrinsics with key moments in consumers’ lives and their key interests were well-received not only in Russia, but also in C&EE countries. Early business results are very encouraging.

Orangina Schweppes

42 beverage AWARDS

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Best ethical initiative

“The rotascope technique is both original and memorable.”

Sociedade Central de Cervejas e Bebidas SA (SCC), through its Luso brand, is supporting Associação Laço, helping it raise the necessary funds to build a new Excellence Centre

Pepsi Bottling Group

for Breast Cancer Diagnosis and Treatment at the Hospital de Santa Maria in Lisbon. Between May and July 2009, consumers were able to contribute to the cause through their purchases of 33cl, 50cl and 5 litre bottles of the recently redesigned Água de Luso. With the motto ‘Drink for Life’, this partnership is yet another initiative included in the scope of Água de Luso’s corporate social responsibility policy and aims to support Associação Laço in its fight against Breast Cancer, alerting consumers for the importance of taking preventive measures. Two of the recommendations given by this association are to drink water and to adopt healthier habits.

Bill Bruce FoodBev Media

Claire Phoenix beverage innovation

PepsiCo Russia

Cause H2O Beverages Inc has been created to give busy young professionals an outlet to contribute to their community and to demonstrate that every choice they make - which can be as simple as purchasing a beverage - can have a positive impact. Cause H2O Beverages’ vision is to be the leader in providing high quality beverage products that promote a healthy lifestyle, a sense of community and a sense of social responsibility. The goal is to raise awareness and provide financial support to local community organisations in order to facilitate research and education on their issues. The company has created a premium bottled spring water called Cause H2O which donates 100% of the net proceeds from each bottle sold to the Canadian Breast Cancer Foundation - Prairies/NWT Region. The second product, Cause Soda, is due to be launched in August 2009 and is a carbonated water flavoured with natural fruit juices. The proceeds from the sale of each bottle of Cause Soda will be donated to local Food Banks.

“An ethical proposition certainly provides a marketing angle, but these brands and businesses are doing genuinly good things.”

Greg Stromberg has created Cannedwater4kids, the first non-profit charity water brand packaged in a can, established to fund projects to purify water for children in developing nations. According

Cause H20 Beverages

SCC (left) and cannedwater 4 kids

to Stromberg, aluminium beverage cans are the ideal choice for an ethical water brand. “The can chills faster and stays colder longer than any other beverage container, it is the most recycled drink container in the United States and it has a unique stacking ability. It’s no wonder that the aluminium can ranks as today’s most desirable, convenient and environmentally friendly package. Success comes in cans, failure comes in cannots.” Cannedwater4kids is supported by INX International Ink, Cold Spring Company, TooBee International and the International Metal Decorators Association. A 5.8 Richter earthquake shook the Abruzzo region in Italy in the early hours of Monday 6 April with the focus near the city of L’Aquila, about 60km from Coca-Cola Hellenic’s plants at Corfinio and Oricola. 294 died and 40,000 became homeless. After confirming that no employees were in danger, Coca-Cola Hellenic Italia ran a technical and environmental structural safety survey of its plants. Production recommenced and the company, in co-operation with the Italian Red Cross in Carsoli and the Civil Defence, immediately put

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BEVERAGE AWARDS 43

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Best ethical initiative

Hermann Pfanner Getränke and the Fairtrade organisation entered into a partnership agreement in 2001. Since then, they have worked successfully together, particularly in Germany and Austria. According to Pfanner, many customers have certainly come to appreciate the idea behind Fairtrade: “It’s the combination of enjoying a delicious, vitaminpacked juice, together with the desire to help improve the living and working conditions of disadvantaged producers in Africa and Latin America. It’s a worthy cause!” Because of the success of Fairtrade 100% orange juice, Pfanner has now introduced Fairtrade Multivitamin and Fairtrade Mango. According to WHO, every day about 6,000 children die from water borne diseases. More than one billion people in the world lack access to clean water

and one of the worst effected areas is south Sudan. As part of a wider ‘Water Campaign’ programme, Naleczow-Zdroj’s Cisowianka brand - in co-operation with the Polish Humanitarian Organisation and with significant support from a number of major media partners - is running the two year ‘Water for Sudan’ campaign. Cisowianka has produced a special 33cl bottle dedicated to Sudan, with the whole profit donated to drill new wells. Buying one bottle equals 5 litres of water for the people of Sudan. The campaign has already resulted in 11 new wells being drilled in south Sudan, providing clean water for approximately 11,000 people. ‘Water for Sudan’ is also an education programme for schools and universities. The ambassador of ‘Water for Sudan’ is Agata Buzek - polish actress and model, daughter of the former polish Prime Minister. The Asda Dairy Bus was launched at the Royal Show in the UK July 2008 as an initiative of the Year of Food and Farming, a DEFRA backed umbrella campaign to put children back in touch with where their food comes from. Supported by Asda, Arla Foods, Cheestrings and Müller, it visits county shows, stores and schools to educate children about where dairy products come from, how they are processed and why they

Coca-Cola Hellenic Italia earthquake relief

are good for you as part of a healthy balanced diet. The overwhelming success and popularity of the trial phase of the project led to the Asda Dairy Bus continuing its mission to educate children about dairy throughout 2009 and will continue for the academic year through to 31 July 2010. The Dairy Bus is supported by additional materials, which are also suitable for use independently of a visit from the bus, ensuring the maximum number of schools and children can benefit.

Asda

in place measures to support the people of Abruzzo. 350,000 bottles of Lilia water, 90,000 cartons of Amita fruit juice and ten fridges were donated to the kitchens set up in the worst hit areas. Coca-Cola Hellenic Italia also launched an appeal through its business friends and partners, making the Oricola plant and warehouse available to use as a collection point for donations of food and other materials. The company has also proposed to all employees to donate 1 hour of their salary to fund activities in the area.

“To educate children about where dairy products come from, how they are processed and why they are good for you as part of a healthy balanced diet.”

For several years, the PepsiCo Foundation has been investing in programmes to bring safe water to communities and to publicly commit to this cause via its involvement in initiatives such as the UN Water mandate. With a number of partner organisations, it is currently working on programmes in India, China, Africa, Brazil and Bangladesh. The PepsiCo Foundation seeks programmes that protect water sources and create better use for existing water,

Pfanner (left) and Cisowianka in order to help minimise the growing water crisis that is faced by millions of people around the globe. The ambition is to bring safe water to at least one million people who are affected by this crisis. The Foundation seeks to achieve water security through proper local sanitation as well as source protection. Its first priority is funding ‘demand driven’ or locally identified need-based programmes that seek to educate local communities on the value of improving water, sanitation and hygiene.

Asda, Arla Foods, Müller

PepsiCo Foundation - access to clean water © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

44 beverage AWARDS

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Best environmental initiative KeyKeg from Lightweight Containers BV is a high-tech, hygenic and innovative one-way dispensing line. With the KeyKeg it is possible to eliminate the polluting return transport and washing sequences of metal kegs, reducing the CO2 footprint. The KeyKeg with the integral one– way dispensing line improves the quality of the dispensed drinks. The problem of over carbonisation at the outlets is eliminated and the beverage will stay fresh for more than four weeks, instead of the four to five days with metal kegs. The one-way dispensing line improves the hygiene at the outlets since products are not returning through the line. Thonhauser TM Smart Track is a dry lubrication product which can be used in bottling plants to keep bottles and cans moving during production. Bottling plants normally use water and soap based lubricants to keep products moving - using an excessive amount of water. TM Smart Track does away with the need to use water for lubrication, using silicone instead. Bottling plants using TM Smart Track can also reduce the amount of lubricant chemicals by 90%. The company said: “Zero waste water and 90% less chemicals. This is an enormous contribution to green beverage production. The most innovative plants in Austria have already switched to dry lubrication with TM Smart Track.”

Lightweight Containers BV

Cold Jet Dry Ice Blast cleaning is an environmentally responsible cleaning alternative for the PETpreform industry. It uses solid dry ice particles in a high velocity airflow to remove contaminates adhering to the surfaces of molds and other packaging machinery components. Much of the cleaning of injection molds is still done by manual cleaning, with cloth wipes, labour–intensive scrubbing and the use of chemicals and solvents which are toxic and create toxic waste requiring disposal. Coca-Cola Beverages Belarus partnered with APB Birdlife Belarus for the Let’s Save Yelnya Together! project - a combination of water protection and CO2 emission reduction for one of Europe’s biggest and oldest peat bogs. A century ago, canals were constructed for local irrigation. This caused the bog to dry out and fires have damaged 70% of its ecological balance. Degraded bog emits about 10 tonnes of CO2 per hectare annually with more than 30 times higher emissions during fires. Volunteers from CCBB have built 34 permanent dams to retain the spring flood water, raising the water level by 1 metre and enabling the

Best environmental initiative category sponsored by

eco-system to recover. In ten years the fully recovered bog will start to absorb carbon dioxide from the atmosphere. A minimum 24,000 tonnes of CO2 will be absorbed each year by the recovered Yelnya bog - equal to the total amount of CO2 annually emitted by the CCBB operation. Coca-Cola Hellenic Ireland partnered with environmental charity Tidy Northern Ireland and An Taisce, the National Trust for Ireland, for the ‘Clean Coast Programme’. First launched in May 2008, it is a double stranded environmental programme for coastal regions, consisting of an awards scheme the ‘Green Coast Award’ and a community element, the ‘Clean Coast Care Programme’. The Clean Coast Awards acknowledge rural beaches which meet EC bathing water quality standards, and are prized for their natural, unspoilt environment. The Award is objective led and encourages ‘best practice’ in management of rural beaches. The programme involves conservation, awareness-raising and is based around the principal of the natural environment and education of the public.

After the first introduction of the 2g SuperShorty 28mm CSD two years ago, Bericap has offered another step forwards in resin saving and carbon footprint reduction with its new ‘Eco’ variant at less than 2g. Suitable for the lightweight neck finish PCO 1881, Bericap’s SuperShorty 28mm CSD ‘Eco’ is a low weight alternative for carbonated beverages at up to 8g CO2 per litre carbonation, but without any compromise on preservation of beverage integrity and of safety for consumers, with safe venting during opening, even on large 2.5 litre bottles. The combination saves 2.25g or more per bottle in comparison to traditional neck with conventional 28mm CSD closure. And for each 1 billion bottles it delivers resin savings of 2,250 tonnes, with a corresponding reduction of 16,500 tonnes of CO2 emissions. Corvaglia has developed an optimised still water neck finish/ cap concept. The cap weight has been reduced to 0.95g from 1.60g and the bottle neck finish has been reduced from 3.15g to 1.75g. With yearly volume of over 1 billion bottles and closures, this

Thonhauser

Coca-Cola Beverages Belarus

Bericap SuperShorty

Cold Jet

Coca-Cola Hellenic Ireland

Corvaglia

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BEVERAGE AWARDS 47

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Best environmental initiative lightweighting exercise results in a saving of over 2,000 tonnes of plastic material and an energy reduction of approximately 50% without losing performance in the downstream. The latest development has resulted in even better performance than all the heavier versions in the market place. The tamper band has to be torn off completely before there is any leakage from the bottle. The ‘BTL’ (Break-Then-Leak) opening is extremely simple and easy to use by children and the elderly. Masafi launched its corporate recycling initiative in August 2008 aimed at reducing the environmental impact of plastic bottles, the first company to do so in the UAE. An environment executive and dedicated vehicle collects plastic bottles for recycling from recycling cages at 44 companies, educational institutions and organisations. The service is absolutely free to participating companies which do need not to be Masafi clients to sign up for the initiative. As Masafi has installed the recycling cages, it has taken the complete ownership - from collection to disposal. Masafi also collects the plastic bottles generated by its 1,000 plus employees. The collected bottles are preprocessed and transported to Horizon Technologies in Fujairah, UAE, where it is reworked into non-food applications in the UAE itself.

For four weekends in September and October 2008, the towns of Nogara, Gaglianico, Rionero in Vulture and Corfinio all of which have Coca-Cola Hellenic Italia plants - hosted ‘Acquando - a clearly natural celebration’. Water was the common theme for the ecological initiatives such as river cleaning, cultural events, music, poetry, photography, games and other activities. ‘Acquando’ is a cultural initiative designed to raise public awareness of problems connected with scarcity of water. Acquando was a great success, involving over 10,000 people. Coca-Cola Hellenic Romania’s ‘Adopt a river from source to mouth’ water stewardship programme aims to preserve water resources and prevent floods in the vulnerable communities around Dorna - where the Coca-Cola system bottles mineral waters - to the UNESCO protected Danube Delta. The programme has an educational dimension, to change attitudes to environmental protection and teach good environmental behaviour. So far, over 27 million people have been exposed to this communication, with training and education carried out in nine cities and 65 high schools. 130 volunteers have also collected 70 tonnes of rubbish and planted 32,500 trees. Coca-Cola Hellenic Poland’s ‘Vistula River for Life’ project

Masafi - Corporate recycling

Coca-Cola Hellenic Romania

Coca-Cola Hellenic Italia

Coca-Cola Hellenic Poland

Best environmental initiative category sponsored by

aims to restore this immense Polish river that runs for 300 kilometres from south to north. The programme focuses on the protection of its rich natural wildlife and creates opportunities for better economic use of the basin. Actions so far include the restoration of the salmon population, with nearly 740,000 salmon fry being introduced over the past three years, as well as intiatives aimed at helping salmon return from the sea. A youth education programme has also begun to raise awareness of preserving the Vistula’s eco balance. Almost 100 lower secondary schools from towns in the river basin have taken part. Launched in October 2008, Every Can Counts (ECC) is an ‘out of home’ drinks can recycling programme. ECC’s objective is to establish a successful recycling programme for the 30% of drinks cans (30,000 tonnes aluminium; 12,000 tonnes steel) consumed away from home, therefore missed by domestic recycling. The programme aims to establish a workable model for recycling cans away from home in the UK. Partnerships have been established with major recycling businesses, including Severnside

Recycling, Biffa and Save-a-Cup. Currently 98 locations participate in ECC including universities, retailers, supermarkets, hospitals and factories. Alpla Werke Alwin Lehner GmbH has introduced a new alternative to PET for dairy products which helps to reduce its carbon footprint as well as saving material and energy costs without neglecting customer needs. This tough impact bottle is made of Polystyrol (PS-I- BX3580) which can substitute PET in dairy applications. Due to lower density of PS, material costs can be reduced by 25%. It can be used on the same machines as for PET. It requires less pressure for the stretching process and there is no need for drying PS material before production, therefore producing energy savings and reducing manufacturing costs. Coca-Cola Hellenic’s Avra Natural Mineral Water launched the ‘Avra: It’s so easy being green’ programme in 2007, as a communication platform and to persuade consumers to protect the environment by changing everyday habits. The message was communicated on pack and Avra was the first brand to sponsor the Green Festival in Athens. In 2009,

Coca-Cola Hellenic

BCME - Every can counts

Coca-Cola Hellenic Austria

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Best environmental initiative Avra decided to take this initiative further by initiating a major three year environmental programme in three forests in urban areas: ‘Some Forests have their own Aura’. A reforestation programme has begun in two areas destroyed by fire which will see over 12,500 trees planted. Avra has also begun an educational programme in 400 schools in Athens and Thessaloniki called: ’Forest source of water and life’. In 2006, Coca-Cola Hellenic Greece and Coca-Cola Hellas launched the ‘Mission Water’ environmental programme focusing on water shortage in Greece. Its aim was to inform, alert and activate employees and the public to the increasing danger of water source extinction in Greece. After three years of campaigns and initiatives, in 2008, ‘Mission Water’ organised integrated campaign on three Greek islands which have severe water shortage issues, when overpopulated by tourists during the summer. In May 2008, ‘Mission Water’ started a successful rainwater harvesting programme and a series of technical, educational and environmental seminars. Austria’s Römerquelle introduced a lightweight PET bottle in April 2008. Pale green in colour and a new shape, one of the major objectives for Coca-Cola Hellenic

was to make consumers aware of this environmental move and build brand awareness of the new bottle. A national promotion to promote the new look and more importantly, the proper recycling of PET bottles, was announced via the campaign ‘Message in a Bottle’ which gave consumers the chance to win a trip to a six senses luxury spa resort, with a promotional price coupon for a Römerquelle six pack. To enter, consumers had to put the entry card into an empty Römerquelle bottle and dispose of it in a PET recycling container in Austria. Pumps account for an incredible 20-25% of the industrialised world’s energy consumption so it is vital that pump systems are optimised to their full potential. Grundfos is aware that about 80% of industrial pumps are working outside their optimal range due to over-sizing, wrong selection of pumps, old technology etc. The Grundfos Pump Audit is a non-intrusive four-step process designed to measure and evaluate the energy consumption of pumps. The choice of a new pump is then based on real life data, delivering improved energy efficiency and energy savings. On average, a Grundfos Pump Audit will reduce a customer’s energy consumption and CO2 emissions by more than 20%. The payback time can be as little as six months.

Best environmental initiative category sponsored by

Alpha Werke Alwin Lehner; and Coca-Cola Hellenic Coca-Cola Hungary is taking a leading role in a five year project to save Liberty Island in the Danube near Mohács, which is on the verge of disappearing. WWF Hungary, Coca-Cola Hungary, the Danube-Drava National Park and a number of other organisations joined forces to save the 47 acre island. In 2007, Coca-Cola Hungary provided €168,000 to support the launch of the programme, which allowed WWF Hungary to successfully submit a tender in 2008 to the LIFE+ programme of the European

Coca-Cola Hellenic Hungary

Grundfos

Phoenix Technologies

Siapi

Union supporting projects focusing on protection of the environment. A grant of close to €1.8 million was awarded by the EU, enabling the project to start up in 2008. US based Phoenix Technologies International has developed FDA food contact accepted rPET using LNO compacted resin manufacturing technology. This can be produced on a smaller scale then ever before allowing for local collection and conversion - reducing the need for long distance transport. The process is up to 30% more energy efficient than current methods and produces no waste water. It dries in around one hour in comparison to four hours for standard PET resin. It also has low acetaldehyde levels reducing the need to use chemical additives, and the energy efficiency can be improved by installing it at the injection/extrusion plant and so allowing the food contact step to be performed using energy and equipment that is already being deployed at that plant. Besides its range of blowers for standard containers, Siapi of Italy has been making blowers for large containers since 2001.

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 51

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Best environmental initiative One of the latest achievements in this sector is research, carried out by Siapi together with international partners, into the blowing of 20 litre PET one-way containers dedicated to beer or soft drinks, which a number of multi-nationals have started to use. This system is set to replace the traditional steel keg and has excited great interest on the market as it solves the problem of managing and washing returnable empties and tying up capital, while ensuring product shelf-life similar to that of the traditional steel container. According to Australia’s Fluid Fashions, traditionally, bottles used for bottled water and drinks are made from at least two types of plastic - making them a challenge to recycle. The three parts of the HIP Bottle: bottle, cap and belt clip, are all made from from a single type of plastic - un-coloured food grade HDPE. The 25cl HIP Bottle is a stylish rendition of the hip flask. It is reusable, highly recyclable, lightweight and comes complete with swivel belt clip and lanyard loopholes - plus an optional lanyard.

In 2009, The Coca-Cola Company unveiled a new PET plastic bottle made partially from plants. Traditional PET bottles are made from petroleum, a non-renewable resource. The new PlantBottle is made from a blend of petroleum based material and up to 30% plant based material. Today, the renewable materials used to produce the new bottle are sugar cane and molasses, but the longterm focus is on the development of a plastic bottle made from other plant materials. The PlantBottle delivers the same performance as the current PET bottle and can be recycled along with other PET bottles in the existing PET recycling infrastructure. Manufacturing the new bottle reduces carbon dioxide emissions compared with petroleum based PET plastic. The company’s eventual goal is to introduce bottles made with materials that are 100% recyclable and renewable. The Aquias Artisan Water programme by Everpure (formally known as the Exubera Pro system - the winner of the 2008 National Restaurant

The Coca-Cola Company

Everpure LLC

Frigoglass

Best environmental initiative category sponsored by

Fluid Fashions (left) and Log Association’s Kitchen Innovations Award), provides food service operators with a quality solution for customers who request tap rather than bottled water. Aquias can be served chilled still, chilled sparkling or ambient still. Using filtration, dispensing equipment and reusable bottles, operators are able to reduce their carbon footprint. Frigoglass, the global leader in Ice Cold Merchandisers (ICM), has invested heavily in the next generation of refrigeration technologies. This has culminated in the commercialisation of the world’s first complete range of eco-friendly ICMs: Frigoglass Ecocool. They are designed to reduce the environmental impact through the use of natural substances that drastically reduce the impact of refrigerants on the environment. While conventional refrigerants have an average Global Warming Potential (GWP)

Coca-Cola Great Britain

of 1,300 over a period of 100 years, these new cutting edge alternatives have a GWP of less than three. Optimised design, best in class components and ‘intelligent’ energy-management systems allow the units to operate with 50% less energy than equivalent coolers produced ten years ago. To celebrate UK National Recycling Week, Coca-Cola Great Britain’s Fanta brand gave away free limited edition designer bags made entirely from recycled plastic PET bottles. Fanta teamed up with fashionistas’ favourites Antoni & Alison to create the stylish reusable ‘Fantastic Bag’ which folds up into an easy to carry pouch to help cut down on the need for carrier bags. The bags were given away in an exclusive promotion at Tesco which aimed to communicate to consumers that plastic bottles are not just waste but a

PepsiCo

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valuable resource for the future encouraging more recycling. CocaCola Great Britain aims to use 25% rPET in all its plastic bottles throughout Europe by 2010. This will only be possible if more people recycle their plastic bottles so there’s plenty of recycled plastic available to reprocess. Growing environmental awareness has led Log of Germany to develop and market bottles made from degradable materials from renewable sources. Log can blow PLA bottles using different technologies, including IBM & EBM. In addition, this technology allows filling and/or cleaning of the bottle at temperatures as high as 70°C. Use of PLA bottles will significantly reduce waste and offer an environmental friendly solution, since the bottles are biodegradable (compostable) within a short time. Log has improved the PLA formulation for efficient and economic industrial process. The improved formulation results in particularly high transparency and clarity for the bottle. Through its ‘Performance with Purpose’ programme, PepsiCo is committed to minimising the impact of its business on the environment with methods that are socially responsible, scientifically based and economically sound. It encourages conservation, recycling and energy use programmes that promote clean water. PepsiCo led an industry-wide study through the International Society of Beverage Technologists on tank wash intervals and High Fructose Corn Syrup to determine to what degree tanker sanitation cycles could be extended while

PepsiCo Brazil

still maintaining the food-grade quality of the product. The study determined that wash requirements could be extended from every 24 hours to every 72 hours, reducing water use by at least 4 million gallons a year. Over 85% of the Pepsi System has applied this saving by the end of 2008. In the next 24 hours, the destruction of the rainforest - which is home to two-thirds of all living animal and plant species on the planet, contains a fifth of the world’s fresh water and produces a fifth of the world’s oxygen - will release as much CO2 into the atmosphere as 8 million people flying from London to New York. PepsiCo’s Tropicana business, in partnership with Cool Earth, a non-profit international trust dedicated to protecting the rainforest, offered consumers the opportunity to rescue the rainforest - starting with a carton of orange juice. The programme engaged customers in preserving rainforest in Peru. With Tropicana’s help, Cool Earth intends to secure threatened rainforest by putting it in a local trust, and work toward protecting it around the clock. The programme has already protected over 5 million square metres of rainforest.

run both its manufacturing plant and warehouse located in the Phoenix, Arizona area. In a unique partnership with the local utility, two different technologies have been employed and are separated by a single street at Gatorade’s Tolleson plant. On the east side is the Gatorade manufacturing plant, home of the largest roof-top solar thermal concentrator in Arizona. Here the sun’s energy is used for pasteurisation. The system creates approximately 5.2 billion BTUs of energy per year. On the west side is the US Green Building Council LEED Gold-certified warehouse where 760,000 kilowatt hours of electricity are directly generated by the largest roof-top solar photovoltaic system in Arizona.

PepsiCo’s Gatorade business is harvesting solar energy to help

PepsiCo has opened its first overseas ‘green’ beverage plant in China in the western city of Chongqing - the first ever built in China and the first to comply with the sustainable engineering standards known as Leadership in Energy and Environmental Design, set by the Green Building Council. The plant uses over 35 water and energy saving designs and includes an environmental management system that monitors water and energy use on every production line and individual equipment. The facility is designed to use 22% less water and 23% less energy than the average PepsiCo plant in China. It is expected to help PepsiCo annually reduce greenhouse gas emissions by 3,100 tonnes; water usage by 100,000 tonnes; and overall energy use by four million kilowatt hours It also will serve as an educational centre to promote good environmental practices among local students.

PepsiCo USA

PepsiCo China

PepsiCo’s Tropicana Zeebrugge site features the latest energy saving technologies and since 2004 has delivered energy reductions of 33%. The plant’s ISO 14001-based environmental management system includes a targeted investment in heat exchangers, air-conditioning and sterilisation technology. These achieved a 9% reduction in energy per litre in 2008 verses 2007. In addition to energy efficiency improvements the Tropicana site also switched to 100% certified green electricity in 2008. Efficient management of water has also led to dramatic reduction to 0.8 litres of water per litre. Niagara Bottling introduced the 2009 Eco-Air Go Green environmental initiative which is centred around the new lightweight Eco-Air Bottle III, but touches every part of the company. The initiative includes: the bottle lightweighting programme which produced savings in resin, reduced CO2 emissions and consumed less oil and energy; the installation of solar panels and the use of geothermal energy; the installation of energy efficient lighting and heating; reclamation of waste and process water; and supply chain optimisation. The results should result in an annual CO2 reduction of 211.4 million lbs of CO2 and 67,000,000 gallons of water.

PepsiCo Holland

Niagara Bottling LLC

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 53

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Best design in PET The pink 240ml PET bottle for the Lindoya Verão brand of Brazil was designed for the modern woman who cares about her health and beauty and knows the importance of daily hydration. The small bottle weighs just 10g and fits into handbags, cars, back-packs, into small coolers and looks charmingly in place on office desks. The colour and graphics on the bottle aim to transmit feelings of harmony and sophistication, appealing to women with a busy yet stylish lifestyle. Battery energy drink is manufactured at the Sinebrychoff brewery in Finland. In order to establish itself as a premium energy drink brand, Battery’s bottle needed to be truly different from the other bottles on the market. When designing the bottle, the company knew that it needed to ooze the brand fundamentals of electricity, technicality, functionality, masculinity, power and pure energy. The company wanted consumers to pay a premium price so the PET needed to reflect the premium quality of the drink. The environment was also considered in the development of the drink and the bottles are recyclable. The company also uses recycled material from Battery bottles for Battery displaying crates and pallet base sheets.

Germany’s Ganic Consumer Products’ ganicwater brand is the worlds first aromawater - pure spring water from Southern Norway enhanced with completely natural subtle aromas from natural herbs, spices, fruits and flowers which provide a sense of flavour through the nose rather than the tongue. To reflect the simplicity and sophistication of the ingredients, the bottle design is simple and timeless, emphasising its premium positioning. In co-operation with Artenius PET Packaging (Amcor), the first hot fill PET bottle without diaphragm and panels has been developed. Princes Gate Spring Water is sited on a working organic farm and is now launching a bespoke bottle range to more effectively communicate this heritage, beginning with the introduction of a new 500ml still bottle. The bottle is embossed with relevant images, featuring rain clouds around the neck and an exact representation of Preseli Mountain range - the source of Princes Gate. The base of the bottle boasts the brand essence ‘Delivered by clouds. Filtered by rock. Bottled by us.’ The bottle serves to reaffirm the brand ethos, which is centred around the love of Mother Nature and a commitment to protecting

the landscape and climate. The overall tone of the PET design is quirky, youthful and fun-loving, and supports the brand identity, which is free-spirited and true to its organic heritage.

Furthermore the rib shape limits the height increase while filling. The weight of the bottle was reduced from 31g to 26g.

Enco Products UK has launched Nurishment in a new PET format, designed to encourage people on the go to re-nourish themselves, anytime of the day. The bold shrink-sleeved packaging provides stand out on shelf and makes the range appealing to those who want a drink that provides taste as well as a nourishing pick me up. It features a ‘For People on the Go’ symbol. The range is clearly packaged to show the four delicious flavours with a colour coded cap for easy recognition.

The Fruit Lab, from Fruity King, is about unique taste sensations, which are expressed on pack by three numbers. On a scale from one to nine a taste code is assigned to the intensity of sweet, sour and bitter. “When the orange season changes and consequently the flavour of the product, we adjust the number on pack,” explained Fruity King. The square bottle gives it a sharp and distinctive look coupled with a transparent label featuring real fruit, photographed in an appetising way, indicating the main fruit in the juice or smoothie.

The newly designed bottle for Fürst Bismarck Wellness, manufactured by KHS Corpoplast, has an attractive shape and good organoleptic properties. The position of the label was especially designed to guarantee good visibility of the brand in the supermarket. The drink is a simple blend of natural mineral water with grape juice and herbal extracts and the minimalist design reflects these natural ingredients. The grip area has attractive ribs adjusted to increase the stability of the bottle.

Log from Germany has developed a bottle for hot filling, engineered in accordance with a customer’s design. In spite of the technical difficulty in adapting the bottle to hot fill technology, Log’s engineers have managed to retain its unique design with a minimal number of rings and reinforcements allowing the bottle to retain its shape under extreme filling conditions. The bottle’s design did not change significantly, despite its adaptation to hot filling and has significant shelf stand out.

Lindoya Verão; Sinebrychoff; Ganic; Princes Gate Spring Water; Enco Products; KHS Corpoplast; Fruity King; and Log © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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During the relaunch of Jump, a well known premium soft drink brand in Israel, from Tempo Beverages, a new PET bottle shape was created. Inspired by wine bottles, it demonstrates a clean, curvy shape that gives the brand a modernised, differentiated appearance with shelf standout. The change in the bottles’ appearance has appealed to new consumers who are now happy to put the bottle on the table during family dinners or while entertaining guests.

The Ñúu Water bottle design, from US based Next Generation Waters, is completely different to other bottles of water. The design is intended to be functional and easy to carry, drink from, and even exercise with. The bottle has rain drops embossed onto the package to create texture and hint at the nature of the waters origin in Panama - where tribes believe that rain is a gift from nature (this gift is called Ñúu). All these elements were considered and accommodated when designing this package and have come together to create a truly stand alone bottle.

The waisted bottle of Coca-Cola Hungary’s Enviga drink suggests a well proportioned human body shape, and the potential for slimming presented by Tempo Beverages the drink. The to maximise the yield from the 330ml bottle feels good in the HPP machine’s pressure vessel hand and the wide bottle neck Chaudfontaine from Coca-Cola and the best solution came from finish endorses an easy drinking Services has undergone a major a triangular bottle shape. With experience. The full body sleeve re-design. The new shape was its unique shape, distinctive enhances the bottle’s appearance inspired by the original design of Aqua Minerale from PepsiCo branding, transparent label and and limits UV light ingression, the Chaudfontaine glass bottle. Russia has launched a new unadulterated colour, Preshafruit helping to keep the green tea The streamlined silhouette packaging design following a creates a strong visual impact on and active ingredients fresh. The was retained, to which narrow decline in sales. The aim of the shelf. HPP preserves the fruit’s cap features an embossed flame, horizontal ribs have been added, re-design was to make the bottle natural flavours and nutrients. repeated as the dot of Enviga on creating a water ripple effect from more modern and stylish and The triangular shape of the the shrink sleeve lable. The whole top to bottom. The rippled surface emphasise the benefits of this Preshafruit bottle maximises bottle concept, complete with cap emphasises luminosity, while natural refreshment. The new production capacity, which in turn and label, emphasises the drink’s adding to the structural stability. bottle was developed by Italian minimises unnecessary waste. ability to increase metabolism At the same time, the logo was design company Robilant & Both the bottle and cap are made through its EGCG content and refreshed and the label was Associati. The shape and label in Australia, further reducing burn calories while refreshing made transparent, emphasising are modern and dynamic. The greenhouse gas emissions. Made at the same time. the pureness of the design. embossing on the bottle in the from PET, Preshafruit bottles are The new Preshafruit juice Because of this new PET bottle, form of a ‘water splash’ reflects also 100% recyclable. range from Preshafood Ltd Chaudfontaine is now perceived the fresh water inside. Unlike the demonstrates considerable as a more modern and innovative original bottles there is also a Nornir natural mineral water from achievements in PET packaging brand. The ribbed design makes clear differentiation between still the Danish Bottling Company design. The Preshafruit it easier to crush and recycle at and carbonated variants and an is bottled in a slim, elegant and manufacturing process required home and so take up less space. overall contemporary appearance aesthetically designed 50g PET a unique bottle design in order with strong consumer appeal. bottle with an aluminium closure. It introduces a new PET bottle standard and aims to challenge the glass bottle segment. The design of the bottle embodies the Nordic sense of simplicity and serenity and underlines its Nordic origin. Colours, closures and labels are delicately selected in order to evoke the excellent quality of the water. Fundamentally the objective of the bottle is to signify the qualities of this distinctive premium beverage. In terms of functionality, multilayer PET has been used in order to ensure the highest quality of the product. The bottle’s glasslike appearance targets the middle and upper Horeca segment creating a unique experience for the consumer with Coca-Cola Services; Next Generation Waters; PepsiCo Russia; Coca-Cola Hungary; Preshafood Ltd; its elegance and emphasis on and Danish Bottling Company quality. © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 55

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Best PET technology innovation Niagara Bottling from USA has introduced a third generation Eco-Air Bottle to the market. At just 9.17g, it is thought to be the world’s lightest 0.5 litre PET bottle for mass production but still delivers performance with enhanced hoop strength and improved vertical sway performance. The main weight reduction was achieved through a low profile neck and closure finish and thin wall design. An innovative conical preform was used to reduce non-structural plastic in the base. The injection point was redesigned to reduce wasted plastic in the gate area and the mechanical strength of the PET was increased by changing to a bottle stretch ratio. Niagara estimates Eco-Air III wiII save around 193,000 tonnes of resin in 2010. The environmental impact will be a 38,750 tonne reduction of CO2 emissions and a reduction of energy consumption in the manufacturing process of 5%. Responding to requests from clients for an ultra-light bottle that can be industrially developed, PET Engineering from Italy has developed ‘Bottle Fly’ - an ultra lightweight bottle which maintains a performance similar to corresponding heavier bottles. Although it only weighs 6.6g, it feels resistant and not flimsy and does not need the addition of nitrogen. The ‘Swerve’ concept on the neck, developed by PET

PET Engineering

Best PET technology innovation category sponsored by

Engineering, means that the bottle is still stable and has no loss in performance. ‘Bottle Fly’ is an innovative bottle to push blowing machine manufacturers to produce machines that are more versatile and that could help in the evolution of ultra-light weight bottles. Log, from Germany, has developed a low cost hot fill lightweight container to meet beverage manufacturers’ demands for bottles without panels or rings. It is designed to take a label instead of more expensive sleeves. Vacuum pressure developed during the cooling stage is neutralised with a drop of nitrogen. This technology results in much lighter bottles than when using standard panelled bottles, so considerably reducing the overall cost. Siapi, of Italy, has developed a full line of blowers for widemouthed jars with neck diameter from 63mm-180mm. It is the only company in the world to blow jars with such neck dimensions. The new EA1WM-U can be configured for automatic handle insertion directly in the mold. The EA1WM-U is the ideal blower for those who wish to develop their business and reap the benefits of this continuously evolving market, as it allows limited initial-stage investments in technology and low running and maintenance costs.

Siapi

Niagara Bottling; Log; and Srithai Superware The Coca-Cola Company in the US has unveiled the PlantBottle, a new PET plastic bottle made from a blend of petroleumbased material and up to 30% plant-based material. Today the renewable materials used to produce the new bottle are sugar cane and molasses but the long-term focus is on the development of a plastic bottle made from other plant materials. It is the first plastic bottle made from renewable sources that can be recycled along with other PET bottles in the existing PET recycling infrastructure and has the same performance level as the current PET bottle. Manufacturing the new bottle reduces carbon dioxide emissions compared with

traditional petroleum-based PET plastic. Coca-Cola’s goal is to eventually introduce bottles made with materials that are 100% recyclable and renewable.

The Coca-Cola Company

GEA Procomac

GEA Procomac’s Sterilbeam is transforming the sterilisation concept from being chemical to energy based. Simple electron emitters are used to produce electrons and focus them into beams, which are directed onto the caps surface, killing potential micro-organisms there. The e-beam emitters are completely isolated from the external environment and shielded with lead, the electron emission does not differ much from a common cathode tube. The advantages are clear: energy is available on site allowing a shorter transmission chain, there are no residuals of

56 beverage AWARDS

www.foodbev.com/beverage drinktec · Munich · September 2009

sterilisation on the final product and the treatment time is in terms of milliseconds. Sterilbeam treats multiple cap formats, sizes and geometry on the same line, it is an FDA approved process. It approaches up to 5 Log reduction and reduces operational costs by a third. Planet Green Bottle of Canada has developed Reverte - an oxo biodegradable additive for PET plastics that is completely harmless and non-toxic, leaving no known harmful residues. Plastics incorporating Reverte will ultimately biodegrade into CO2, H2O and biomass when discarded. The Reverte additive control package is photo-initiated so the oxo-breakdown reaction does not begin before the product is discarded. It also has a secondary

Planet Green Bottle

phase using biodegradation promoters which assist the growth of microbial colonies. This speeds up and facilitates the ultimate biodegradation of the plastic. Reverte additives comply with FDA, Health Canada and EC Food Contact regulations. PET bottles incorporating the Reverte additive are fully compatible with current municipal collection and recycling programmes without any contamination to other plastics being recycled. Srithai Superware from Thailand has developed a lightweight preform weighing just 36.7g, down from 44g. This reduction in weight of 16.59% results in a saving of materials, energy and production costs, with a resulting benefit to the enviroment. Sidel Blowing Services of France has patented the Combi Predis FMa system for blowing bottles and filling sensitive products in aseptic conditions. The key feature is its dry technology: bottle rinsing is replaced with dry preform sterilisation at the oven entrance, using hydrogen peroxide vapor (H2O2). A single machine for blow molding, filling and capping, the Combi Predis FMa combines the Predis solution with Sidel’s newest aseptic filling technology, the Sensofill FMa. It guarantees excellent performance and has huge environmental and economical benefits as no water is used in the process. High-temperature sterilisation of preforms opens up new possibilities for ultralight containers. There is minimal use of chemical agents. Complete security is guaranteed as 100% of the preforms are sterilised due to the uniform distribution of H2O2. Sidel is now experimenting with aseptic bottling of UHT milk with the Combi Predis FMa.

Sidel Blowing Services

www.foodbev.com/beverage drinktec · Munich · September 2009

BEVERAGE AWARDS 57

Best bottle in glass The stylish and elegant bottle for the new Lurisia mineral water from Italy’s Acque Minerali has been designed by Sottsass Associati and produced by SaintGobain Vetri, to express the values and quality of the water inside. A simple and transparent silhouette with delicate curves evokes the presence and essence of Lurisia water in its every detail. The transparent coloured closure, made my Guzzini, provides a functional, artistic and unique finishing touch. Bottlegreen Drinks Company from the UK has repackaged its lightly sparkling pressé drinks in a contemporary glass bottle. Glass reflects the brand values of purity and natural ingredients. It is 100% recyclable and provides shelf standout. Glass does not absorb carbonation, so drinks can be ‘lightly’ carbonated yet retain their shelf life. The bottle is made in clear and green in sizes, 275ml, 350ml, 500ml and 750ml. The elongated tapered neck is difficult to replicate in glass, as the centre of gravity must be made low enough to guarantee stability on the filling line. The new 275ml size caters to the pubs, bars and

restaurants which increasingly appeal to consumers who demand a more sophisticated soft drink as a wine alternative. The stylish new blue glass bottle for Font d’Or Maximum, from Spain’s Grupo Vichy Catalan SA, has been created to stand out on the shelves as a premium water. Its quality and beauty is aimed to make it into an object of desire. Costella, from Slovenia based Uskok dd, has been designed to complement its PET bottle range but with a more elegant twist. The sleek glass bottle and simple label design establishes its position as a premium water. Coca-Cola GmbH from Germany has bottled its Spirit of Georgia natural sparkling beverage in a new glass format. The drink has been described as “a great tasting refreshment for today’s adult needs” and the bottle aims to reflect this. Coca-Cola GmbH has established the drink as a clearly adult-orientated brand by using glass to represent the high quality product inside. The embossed bottle caters to consumers who want a drink that is a little more indulgent and ‘grown-up’.

Acque Minerali; Bottlegreen Drinks Company; and Grupo Vichy

58 beverage AWARDS

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Pepsi-Cola North American Beverages and Rabenhorst Sembrancher, from Swiss company SEEMS, is a premium bottled mineral water from the Swiss Valais region. Tailor made for upmarket hotels, bars and restaurants, the glass bottle accentuates the images of Switzerland: mountains, nature, luxury, quality and precision. Glass was also chosen “to significantly reduce the ecological footprint and because it is still the best container to preserve the integrity of a natural mineral water.” The classic wine format was perceived as the most suitable shape to relect the brand’s values. The slender design combined with the ceramic silkscreened effect of the label finally gives the bottle a contemporary touch that fits in with upmarket dining.

In early 2009, Pepsi-Cola North American Beverages launched Pepsi Natural - made with all-natural ingredients. Pepsi Natural is available in a premium proprietary glass bottle with the traditional crown cap. The glass evokes simplicity and an embossed logo on the bottle adds a subtle branding. The overall presentation of this product is premium, unapologetic, and a fresh take on an all-natural soft drink. A sophisticated gourmet alternative to wine, the Rabenhorst Selection from Rabenhorst of Germany is packed in elegant 50cl bottles with gold graphics. It is aimed at high class gastronomy, hotel businesses and exclusive delicatessen stores.

Uskok dd; Coca-Cola GmbH; and SEEMS

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BEVERAGE AWARDS 59

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Best can or alubottle Coca-Cola has created a 25cl promotional aluminium bottle range using French company Boxal’s alubottles and high definition printing process. The series of four designs using characters from the famous promotional movie - The Happiness Factory - is printed on shaped aluminium bottles using a solid white base coat and six offset colours in Boxal high definition - which offers marketers unlimited opportunities for graphic creation for maximum differentiation and consumer impact. With 170 dpi definition, unrivalled sharpness, stronger colour contrasts, improved contours and smooth transitions are all possible. The Franks range of 275ml energy drinks is establishing a new distinctive image for premium energy products using Boxal’s high definition printing process. The eye-catching colourful designs clearly identify the flavours. The combination of solid colours over the entire surface with fashionable designs create great shelf presence and superior brand recognition. The first thing a consumer sees when buying a product is the packaging and these aluminium bottles make a great first impression. O’Sushi 25cl flavoured water - a new category of beverages conceived in harmony with food

dishes - is packaged in Boxal’s aluminium bottles in a distinctive unique shape. Contemporary designs are printed with smooth transparency effects using Boxal’s high definition printing process. Premium, light and shatter proof, this elegant aluminium bottle is ideal for the take away trade or for airline and train catering. The freshness of the product is enhanced by the brushed metal effect and the screenless colour transition following the bottle silhouette up to the neck. Coca-Cola GmbH of Germany has teamed up with famous shoe designer Manolo Blahnik to create a new bottle design for its Coke light brand. The exclusive design is applied on a limited edition alubottle in the famous Coke contour shape. The brand is targeted at women and this stylish bottle will appeal to women everywhere who are interested in fashion. The design does not interfere with the recognisable Coke brand bottle shape or identities but merely connects the drink with the idea of fashion, enhancing awareness that Coke light can be drunk as part of a fashionable lifestyle. Attitude, from UK’s Energizer Brands is a natural antioxidant energy drink made with organic ingredients. The drink is packaged in a Rexam alubottle and in a 33ml can, both of which provide a

metallic shine and catch the eye of the consumer. The packaging is bright and colourful, reflecting the energising properties of the drink. This drink promises to be a powerful elixir that according to the company “awakens the mind, body and spirit” and the packaging displays these aspirations in a visually exciting way. Energizer Brands opted for the lightweight alubottle as it is more environmentally friendly.

Kian Joo Packaging of Malaysia believes that a can end of diameter 200 - down from 206 - should become the standard in all can production. A smaller end naturally eradicates the ‘reduced panel’ profile and reduces the cost directly. It also helps to lessen the hassle of piling SKU’s and inventory levels with different sizes, which is a major cost component both logistically and financially. Using the smaller ends reduces the use of aluminium by 30 to 38%, reducing CO2 emissions significantly.

Coca-Cola France has collaborated with famous fashion designer Nathalie Rykiel to revamp the iconic 123 year old Coca-Cola light contour bottle. This new limited edition aluminium bottle mirrors the designer’s own style, combining stripes, vivid colours and sparkle. Nathalie Rykiel “perfectly embodies the Coca-Cola light brand, exuding self-assurance, confidence, positivity, dynamism, modernity, style and sophistication.” Rykiel’s pioneering spirit and original style appeals to its core target group of women aged 25-39. This bottle, sold in premium outlets, has helped Coca-Cola light to become the leading lifestyle, urban and fashion beverage brand in France. A very limited edition of the bottle with a sparkling finish, in a collector’s box, was also specifically designed. Coca-Cola France celebrated its fifth year of VIP access to the most exclusive nightclubs and parties in France with the launch of its ‘Club Coke 09’ campaign. The centrepiece of the initiative is a limited edition ‘Nightlife’ alubottle, designed in collaboration with the hottest French electro group JUSTICE and its famous graphist SoMe. It appeals to clubbers and trendsetters and is available exclusively in select French nightspots. The design, inspired

Boxal, Coca-Cola; Boxal, Franks; Boxal, O’Sushi; Boxal, Coca-Cola GmbH; Rexam, Energizer Brands; Kian Joo Packaging; Coca-Cola France © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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BEVERAGE AWARDS 61

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Best can or alubottle from the hit ‘D.A.N.C.E’, is an expression of the group’s vision of optimism and positivity. The key message ‘do the dance’ is luminous on the bottle - and encourages people to get moving and have fun. Lastly, to complete the nightlife mood, Club Coke 09 uses luminescent inks on the mouth and the Coca-Cola ribbon. The Coca-Cola WE8 aluminium bottles, produced by US company Exal Corporation, were first released in time for the 2008 Beijing Summer Olympic Games. The concept of WE8 was an artistic collaboration of West and East around eight themes (the number eight is considered lucky in China). Eight of China’s most important visual artists were united with eight international musicians to express how people are connected. For each bottle design, inspired by the ‘Coke Side of Life’ marketing campaign, a talented musical artist composed a corresponding song. Each aluminium bottle was sold in only one country, reiterating the global impact of the Olympics. Eska water is packaged in an aluminium bottle produced by US company Exal Corporation. The objective of the bottle design was to create an innovative, visually intensive package, consistent with the brand image. The snowflake, stone and droplet imply pure, cold water inside and are a reminder of its glacial origins. Aluminium was selected as the package material as it is recyclable and offers outstanding sustainability.

Lightweight (50%-65% Post Consumer Aluminium) bottles using Exal’s Coil To Can (C2C) process were selected. The Eska brand elements, that exist on other packages to communicate a strong, stylish, contemporary design, were enlarged due to the direct print capabilities of the C2C manufacturing process. By enlarging the three Eska icons, the Eska story is told in a powerful and dynamic manner. The BRE (Ball Resealable End), produced by German company Ball Packaging Europe and used by Monster Energy Drinks, makes it possible to reseal the can without loss of taste or freshness. The BRE is an aluminium can end into which a flat opening mechanism made of plastic is integrated. A simple rotating movement uncovers the opening. The tamper-proof feature is also retained as the consumer can easily verify that the seal has not been broken. The can stays completely gas and liquid tight and is completely recyclable. The resealable end is available in a range of colours to correspond with the brand colour. It is also available in a range of sizes. This is the first resealable can in the US. The BRE is the result of close collaboration between Ball Packaging Europe, Coca-Cola and Bound2B B.V. Ball Packaging Europe of Germany has created a range of aluminium bottles called Alumi-Tek. These distinctive bottles have a unique shape

that stands out on the shelf and tempts consumers to enjoy a wide variety of beverages including CSDs, juices, teas, energy drinks and even beverages requiring retort processing. Recloseable and unbreakable, the 12oz and 16oz bottles feature a 38mm ROPP closure and are convenient packages that can be taken anywhere. Ball uses proven, commercial technology, which delivers efficiency and high quality. Alumi-Tek bottles are lightweight, portable, unbreakable, quick to chill, tamper-resistant and recyclable. Light-proof and air tight, the bottles ensure a long shelf life, even for light and oxygen sensitive beverages. With eye-catching graphics applied to the bottle and cap, this package serves as an excellent billboard for any product. Aluminium TULC (aTULC) & steel TULC (sTULC) are the latest versions of the TULC can from Japanese company Toyo Seikan Kaisha. The aTULC is clear polyester laminated aluminium substrate while sTULC is white polyester laminated steel substrate. The innovative ‘Dry DWI’ body forming process brings improved advantages in the areas of environmental impact, flavour retention and a simplified production process. No lubricant or coolant is required as this process is without a washing stage. Both versions can be run on the same line with minimal change-over requirements. Due to the polyester laminated

material, the manufacturing process generates no waste water, and a reduction in solid wastes and CO2 emissions. Additionally, the line requires less floor space and a fewer number of operators than the operational requirement of conventional wet DWI lines. The can for Britvic’s Tango brand has been re-designed by UK design agency Blue Marlin. The aim of the redesign was to ensure that the brand values of impact and entertainment came across loud and clear to the target audience. With carbonated drinks showing scant growth within a declining market, Britvic recognised the need to revitalise Tango and the new packaging returns the brand to its heartland of bold, irreverent fun. Many soft drinks brands have been using fruit on their packaging in a cute, innocent, way, which doesn’t appeal to Tango’s target audience of teenagers. So in true Tango style, its new look depicts fruit being mangled, crushed, exploded, punctured and mauled all by graphic inference - in the name of great taste. The aluminium and steel cans from Toyo Seikan Kaisha of Japan have been subject to much research and development in relation to Radio Frequency Identification (RFID) so that a can can be tracked on its journey from the plant where it is filled to the shop where it is sold. This meets retailer criteria for product tracking and is the first can to incorporate RFID technology - true innovation in beverage technology.

Exal Corporation, Coca-Cola Olympics; Exal Corporation, Eska; Ball Packaging Europe, Monster; Ball Packaging Europe, Alumi-Tek; Toyo Seikan Kaisha, TULC; Blue Marlin; and Toyo Seikan Kaisha, TULC with RFID © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

62 beverage AWARDS

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Best carton or pouch The Ecolean Air Aseptic lightweight package from Sweden’s Ecolean Group is suitable for ambient distribution of low-acid liquid food products. The intelligent design combines consumer convenience with low environmental impact in terms of energy consumption, waste generation and emissions to air and water. The packaging material is based on the Ecolean Calymer material technology with extended light and oxygen barrier and comes with a full Food Contact Approval Certificate. The pre-sterilised ready-tofill packages are supplied hermetically sealed from Ecolean factories. Ecolean Air Aseptic packages are designed for filling temperatures at maximum +30°C and distribution and storage at maximum +45°C. The Ecolean Air Aseptic has a large display area with excellent printing possiblities. It is easy to open and has an air-filled handle for easy pouring. Dolphin SmartPack, from Dutch company Dolphin Productions BV, is the “new standard” in eco-friendly water consumption. It is light, easy to use, reduces waste and is 100% recyclable. The patented tear and sip closure is easy to use and does not drip after opening, making the

SmartPack perfect for people on the go and suitable for use during activities such as running or dancing. The Dolpin SmartPack is available in a 25cl size, making it suitable for use in schools, vending machines and at events. After the SmartPack is used, only a small, flat piece of film remains, which reduces landfil. Dolphin SmartPack has entered the market via sport and dance events where it has been well received.

The new flexible package for beverages designed by Spain’s Volpak, the DUOpouch, is hygenic, safe and convenient. It is a stand up pouch with a straw hermetically closed, sealed at the centre and protected by a top tab. The straw can be accessed either with the Eco (without detaching the tab) or the Twist solution (detaching the tab through the pre-scored line and twisting it

Funkin Ltd upwards). The consumer can then open the pouch with the patented ‘Click to Open’ solution. Simply press both sides of the straw with your teeth and ‘click’ the straw open. This is an easy opening system that prevents spattering, ensuring maximum hygiene while manipulating the pouch. It also provides an amusing experience for kids. The shape of the pouch is stylish and the top tab is perfect for highlighting promotions or other artwork. Elopak has commercialised its ‘Slim’ aseptic carton. Research shows that Slim is identified as an ‘elegant’ package that portrays strong and specific values of slimness, femininity, vitality, and wellbeing. The taller shape gives the impression of a modern, trendy product presenting new opportunities for brand strategy. The design has enhanced the functionality as the thinner format gives a firmer grip and the large cap allows easier opening and pouring, meeting

Ecolean Group; Dolphin Productions BV; Volpak; and Elopak

key consumer demands. With a smaller footprint, Slim brings logistic and space saving benefits and real cost and environmental efficiencies in the supply chain. Aseptic filling technology also allows customers to cut out expensive chilled distribution. UK based Funkin Ltd has launched a range of single serve pouches of its funkin purée range, giving consumers a product to create bar quality ten second cocktails, by adding the contents to a glass with ice and alcohol. Uncomplicated and honest, the packaging effectively reflects the product and key messages, through clear and legible text and a punchy graphic. The key for funkin was to retain the simplicity that has made the product so popular with the best bartenders around the world. The allnatural ingredients and calorific content are clearly marked on the pouch and the 100% natural key message is visible in red for immediate visibility. A key benefit to consumers is the recommended directions for use - a simple step by step to making instant cocktails. Rio D’Oro Cranberry Juice Drink from UK’s Aldi Stores is packaged in the Tetra Brik Aseptic 1 litre Slim. It boasts a 360o printing surface, allowing enough space for creativity in branding. The package uses vivid imagery and colours to catch the shopper’s attention, while a full panel is dedicated to informing the consumer of the benefits of the product. The inside of the carton contains a thin layer of aluminium, which helps keep out harmful air and allows consumers

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Best carton or pouch to store the product for up to a year. The package is also very transport efficient before filling,

Aldi Stores

with only one truck needed to transport just under 1 million carton packages. The machine used to produce this package has a full Environmental Product Declaration. The Juicebox bag-in-box is a new concept from UK company Cobell Ltd for juice in the mass market - 5 litres of premium juice can be stored in the domestic fridge and dispensed at the push of a tap. This offers the consumer a convenient alternative to the conventional 1 litre cartons that need to be removed from the fridge for use. Juicebox means a healthy drink is always readily available. Juicebox uses aseptic packaging in a light-resistant

and air-tight foil bag to ensure the juice stays fresh for 21 days after opening, so reducing food waste. The colourful carton conveys the contents instantly and includes detailed nutritional information. Packaging is minimal

and produces five times less waste than a rigid container. The cardboard box is recyclable and the empty foil bag collapses fully, saving space on disposal. The highly-efficient filling machines decrease energy costs.

Cobell Ltd

Best new closure Bericap has developed the new ‘Transatlantique’ dispensing closure for the launch of a new range of premium syrups ‘Le Fruit de Monin’ by French syrup manufacturer Monin, in a new dispensing bottle specially designed for bars, cafés and restaurants. The glamorous steamer smokestack design of Bericap’s ‘Transatlantique’ dispensing closure brings a unique look to the new bottle developed by Monin, triggering consumers’ attention on bar shelves. It also adds exclusive functionalities for busy bar staff for whom it is designed. Its one hand opening (just by pressing down the rear flap) saves time between servings and its automatic reclosing (releasing the finger pressure on the

rear flap) guarantees hygienic protection of the content and better conservation of aromas.

Bericap ‘Transatlantique’

Corvaglia

Swiss company Corvaglia has developed an optimised still water neck finish and cap concept that tackles the lightweighting issue. The cap weighs 0.95g, compared with the 1.60g of the original cap. The bottle neck finish has been reduced in weight from 3.15g to 1.75g. With yearly volume of over 1 billion bottles and closures, this lightweighting exercise resulted in a saving of over 2,000 tonnes of plastic material and an energy reduction of approximately 50% without losing performance in the downstream. Finally, this latest development resulted in even better performance than all the heavier versions in the

marketplace. The tamper band is torn off completely before there is any leakage from the bottle. ‘BTL - Break-Then-Leak’. The opening is extremely simple, even for children and elderly people. Vitop Compact, from Smurfit Kappa of France, is a new short tap that brings together all the qualities of the existing Vitop tap such as tightness, quality and high oxygen barrier and offers an improvement in the quality of filling due to the reduction of 36% in the residual air in the bag when filling is completed. The Vitop Compact also improves bag into box insertion and the positioning of the tap inside the box. Furthermore, it contributes to a reduction in weight of

Smurfit Kappa

material used (-24%) so offering an ecological benefit with less storage used and logistic costs saved - so reducing CO2 emissions. The package for First Juice from the US takes silicone valve technology for dispensing closures in a new direction. To best serve young children, First Juice needed a closure that provided a low flow valve, combined with a rigid bottle to create a highly spill-resistant package, for its new line of low-sugar juices. TricorBraun Design & Engineering designed the custom closure specifically for use by children aged one to six. The combination of the closure and container mean that young children feel as if they are graduating to a bottle similar to one their parents drink from, and parents have fewer spills to clean up. The closure also exceeds all choking hazard standards globally. The closure design and its innovative assembly, which installs the liner, valve and overcap in a fully automated, high-speed process, makes the closure cost-effective.

64 beverage AWARDS

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Vicap Systems from Switzerland claims that its new Vicap closure is “technically unique.” It contains and releases liquid or powder within seconds to create sports drinks, near water, vitamin, health or energy drinks. Vicap is designed to be convenient at any time at home, in the office, or during sports and leisure activities. To use with either

water or juice drinks simply push and pull to release the additives and enjoy the drink of your choice. Water bottlers can offer last minute flavour on demand - opening up new business prospectives for smaller water bottlers.

Alex Büchler Heidelberg Media

Elopak was challenged by German juice manufacturer albi GmbH & Co to create a beverage package for the German airline Lufthansa that enabled airline staff to quickly and accurately differentiate between opened and un-opened packs in order to adhere to strict regulations that do not permit opened liquid products across international borders. Elopak developed a configuration that cuts the carton under the cap when it is opened and, by using semi-transparent plastic for the cap, the user is easily able to see it is opened as the cut removes the white carton board so a ‘black’ hole is visible. This provides integrity, safety and stock control benefits for the catering and leisure trade, and for consumers who buy in bulk for multi-use purposes such as catering and parties.

“This cap has more ribs and so gives a better grip. It offers improved ergonomic design, requiring a precision tool.”

SmartSeal Fizz is the latest innovation in the Norwegian company’s Active closures range, designed for single serve carbonated beverages. It opens automatically when you drink and closes automatically when you stop, meaning it is 100% spill proof. The valve releases the beverage in a controlled manner, ensuring that the release of precious carbonation is kept to an absolute minimum so the fizz stays in the beverage. The dust cap has a grip feature that makes it easy to open with one hand and the cap snaps into a full 180° open position, keeping it well out of the way when drinking. SmartSeal Fizz is made of recyclable materials. There are no similar solutions

Vicap Systems on the market for medium to high carbonation beverages. Simplicity is the keyword for the 2FC (Two Function Closure) from Swedish company Ekberg Emballage. Due to its simple construction it is easy to produce and so cost effective. It is also easy to handle in the filling operation. The closure can handle powder, liquids or granulate. It is simple for the consumer to use as it just needs to be unscrewed and the drink is ready. Suppliers can always be assured that their consumers will have the drink they desire with the correct dosage. At present the two function closures dispenses approximately 4g but this can be adjusted. The Original family of sports caps from Seaquist Closures has been extended to include

SmartSeal

Bericap; First Juice; Elopak; and Ekberg Emballage

Seaquist Closures

a 30-25 high neck finish. The outer part in PP has an active hinge which flips back to 170° to allow easy drinking. The comfortable mouthpiece in PE imparts no odour or taste to the product. The double sealing system between lid and spout, provided by the SimpliSqueeze silicone valve, guarantees a perfect seal and no spills, yet remains easy to open, especially for children. The SimpliSqueeze valve has been specially designed to be easily sorted from PET in the recycling process, with two exclusive features. First, the valve is coloured to make it detectable by vision systems and secondly it will float in sink tanks, widely used in PET recycling. RDA Organic has responded to demand for honestly priced, pure organic fruit juices that children enjoy drinking. The new Squeeezy and Sqqquishy juices are packed in lunchbox and vending machine friendly pouches from Gualapack. They feature a chunky, yet contemporary, closure designed to be easily opened by children’s small fingers.

RDA Organic

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Best multi-pack or crate Charity water brand Thirsty Planet has launched a multi-pack of 6 x 33cl PET bottles with sports caps specifically designed for children - a first in the industry. Donation is guaranteed - 30p from the sale of each children’s pack goes directly to the charity Pump Aid, which is dedicated to bringing clean water to millions of people in sub-Saharan Africa. The brand has raised almost £1 million for Pump Aid since its launch in 2007. Princes Gate Spring Water re-launched in 2007 to more effectively communicate its heritage and to increase retail penetration via a more targeted marketing strategy towards the bottled water consumer. The company has now developed a consumer-friendly multi-pack format featuring a user-friendly handle. Germany’s Coca-Cola GmbH has created a new 10 x 1 litre returnable crate for the Apollinaris brand. The open and modern design shows off the bottles on display so that brand recognition is guaranteed. The name Apollinaris is also branded on both the short and long side of the crate. The eye-catching colour scheme of red and silver correspond with the brand colours and stand out as other water crates are often blue. The crates are made using 50% of recycled material from old crates.

Grabpack is a new multi-pack option developed by RKW SE and Hartness International. A preformed web of printed shrinkable polyethylene film is applied over grouped containers and is pre-perforated to facilitate easy removal of the bottles from the package. This gives an increased label area per bottle for branding and promotions, providing a unique on-shelf appearance. The branded sleeve gives pack integrity in and out of the cooler and provides the opportunity for stackable endof-aisle displays. It is also easy to change the pack formats. The bottles are held together tightly, providing better protection as there is less friction between the bottles and reduces the amount of floor space taken up during transportation. Elopak has launched the Multipull System. The user friendly paperboard tray holds a combination of up to six mini cartons, allowing products to be packed together in one unit with a handle that enables convenient portability. A pre-cut in the paperboard tray makes it easy to pull the cartons apart for consumption. It has a distinctive appearance on the shelf, appealing to both retailers and providing opportunities for creativity to support promotional

Elopak

RKW SE & Hartness International

Coca-Cola Czech Republic campaigns. The multi-carton packs are perfect for outdoor consumption, especially in the summer season - an excellent solution for picnics, days out and barbeques. This makes this packaging innovation especially suited for juices and juice drinks which are currently in demand from the health conscious consumer. Consumer research showed great potential for Multipull with a strong focus on environmental benefits only 32g of material is used.

Using a holographic effect with Christmas themed designs on Coca-Cola Czech Republic’s holographic multi-packs helped create shelf impact and connect with consumers during the Christmas period - grabbing attention by leveraging points of light, dynamic motion and intense colour. Coca-Cola Czech Republic believes that this is a great way to connect innovative technology with the right occasion to drive excitement as well as sales.

Thirsty Planet; Princes Gate Spring Water; and Coca-Cola GmbH © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

66 beverage AWARDS

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Best alternative packaging KeyKeg from Lightweight Containers BV is a high-tech, hygienic and innovative one-way dispensing line. With the KeyKeg is it possible to eliminate the polluting return transport and washing sequences of metal kegs, reducing the CO2 footprint. The KeyKeg with the integral one–way dispensing line improves the quality of the dispensed drinks. The problem of over carbonisation at the outlets is eliminated and the beverage will stay fresh for more than four weeks, instead of the four to five days with metal kegs. The one-way dispensing line improves the hygiene at the outlets since products are not returning through the line. The KeyKeg comes with a range of beautifully designed KeyKeg dispense-cooling systems. The KeyKeg can also be connected to any existing dispense system for carbonated drinks using the worldwide universal KeyKeg coupler. Cubis from Cyprus is a square, stackable beverage container. The containers are fitted with a convenient flip-top cap, making opening and re-closing easy. The drinking spout is protected from the outside, making it safe from contamination. The containers are stackable without the need for crates, simplifying handling and logistics. The high volume efficiency of the

Cubis; and Smurfit Kappa Cubis containers makes them substantially more transport efficient than traditional plastic bottles. As three 25cl Cubis containers stacked on top of each other occupy roughly the same space as a single 50cl PET bottle, retailers will benefit from substantially increased shelf value. The high volume efficiency also has positive effects on the environment as fewer or smaller trucks can be used to transport the same amount of product. The containers are made of 100% recyclable material. Grabpack is a new multi-pack option developed by RKW SE and Hartness International. A preformed web of printed shrinkable polyethylene film is

applied over grouped containers and is pre-perforated to facilitate easy removal of the bottles from the package. This gives an increased label area per bottle for branding and promotions, providing a unique on-shelf appearance. The branded sleeve gives pack integrity in and out of the cooler and provides the opportunity for stackable endof-aisle displays. It is also easy to change the pack formats. The bottles are held together tightly, providing better protection as there is less friction between the bottles and it reduces the amount of floor space taken up during transportation. The grabpack is also much more sustainable as the material is compatible with returnable plastic shells and so

Lightweight Containers BV

corrugated trays and expensive paper packaging are reduced. The Bag-in-Tube from French company Smurfit Kappa has been used to package wines such as Miss Gassier and Les Tongs. This new concept is composed of a spirally wound composite tube produced by Smurfit Kappa composites and a double-layered (PE inner film, coex-EVOH outer barrier film) bag manufactured by Smurfit Kappa bag-in-box. Tinplate top and bottom lids are available in various colours. The attached Vitop tap is wellsuited to withdraw glass after glass of wine or fruit juices. Even after opening, the Bagin-Tube protects the product from oxygen ingress, offering

RKW SE & Hartness International

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Best alternative packaging

Fluid Fashions

extended shelf life and is well adapted to the needs of the occasional consumer. In addition to its sheer elegance, the Bag-inTube is very easy to use. Its soft handle on the top lid invites the retail customer to pick it up off the shelf. Quality high resolution offset printing provides stunning product promotion opportunities.

friendly accessory for the HIP Bottle, made from recycled PET or biodegradable bamboo. The lanyard can be extended to full length and worn many different ways or traditionally around the neck. The HIP Lanyard guarantees the HIP Bottle is there when needed to refuel, refresh and refill.

the liquid ever coming in contact with the cooler. The box withstands the more demanding water delivery environment (both physical and environmental) and is 100% recyclable. The box design allows for rapid water chilling within the box and is eight sided for maximum marketing impact.

The HIP Bottle, from Australian company Fluid Fashions, is a stylish rendition of the hip flask which, unlike cylindrically shaped water bottles, makes it highly portable and convenient to carry. The HIP bottle is highly recyclable as it is made entirely from one plastic type - uncoloured food grade HDPE. The 250ml HIP Bottle is reusable, lightweight, and non-leaching (BPA free). It comes complete with swivel belt clip and lanyard loopholes. The fashionable and versatile HIP Lanyard is an eco-

Aqueduct has launched its revolutionary range of Bag in Box (BIB) packaging and integrated dispensers specifically targeting the Home Office Delivered water market. Aquaduct’s new BIB packaging now imparts no flavour onto the product inside and now offers exciting opportunities in the traditional 5 gallon returnable bottle market. The bag, once placed in the dispenser, completely empties at a good flow rate and the system operates 100% hygienically, dispensing without

Aqueduct

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Best labelling or decorative finish Volt from High Voltage Beverages are a new range of soft drinks powered by caffeine, taurine, ginseng, and guarana to give drinkers the charge they crave. This is fully reflected in the loud, energetic labelling. The bold typography and slanted logo resembles the form of a lightening bolt and the colours are bright and exciting. The bottle itself is kept clear to show off the fluorescent colours of the drinks inside. The Original Volt Citrus Shock continues to be the cornerstone of the brand but more interesting flavours such as blue melon shock are attracting consumers looking for something different along with a sugar free version for those who are calorie conscious.

a constant basis but ganicwater stands out with simple, high quality pictures and typographic design. Moreover entertainment is provided on label - with individual quotes and sentences for every flavour.

The labels for Germany’s Ganic Consumer Products‘ ganicwater brand are simple yet luxurious, reflecting the all-natural, sophisticated drink inside. The label was designed to emphasise the premium positioning of ganicwater in the beverage industry. The company recognised that the brand must appear trustworthy to the consumer in order to reach long-term success so a timeless and clear, yet appealing design of the label was therefore key. There are numerous fun party drinks that come to market on

The re-launch of the Apollinaris brand from Coca-Cola GmbH includes a new label design for all bottles in the range. The iconic red triangle logo is enlarged, emphasising the strength of the brand and providing immediate brand recognition on-shelf. The shape of the bottle and fonts were designed in a distinctive and modern way, suggesting a link to gastronomy. The use of white as the main background colour visualises the idea of purity and clarity, while the soft waves on top reflect water and refreshment. The colour strips

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UK charity water brand Thirsty Planet has launched a multi-pack of 6 x 330ml PET bottles with sports caps. This product is the only good-cause water brand on the UK market specifically designed for children. The bottle is small enough to be opened by young school children and incorporates a simple and safe flip top sports cap. A cartoon elephant included in the label design also appeals to these younger consumers. Highland Spring at the lower edge of the label correspond with the different flavours and levels of carbonation so consumers can easily recognise the drink they want. This new modern appearance highlights the premium brand positioning and communicates the quality of the product. The new labels for UK based Highland Spring water set out to emphasise the organic land

credentials and the key ethicoenvironmental messages that are important to Highland Spring, such as carbon footprint. This maximises the brand’s appeal to health-oriented and environmentally-aware consumers. The traditional tartan sash, newly rendered in watercolour to look more natural, and a lighter colour palette evokes the fresh and

High Voltage Beverages; Ganic Consumer Products’; Thirsty Planet; and Coca-Cola GmbH © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best labelling or decorative finish wholesome imagery associated with Scotland. The background replicates a recycled paper effect, helping to highlight the organic feeling. Incorporating a specially commissioned typeface, the phrase ‘Drawn from Organic Land’ debuts front-of-pack above an illustration of Scottish land. The ‘old’ has metamorphosed gently into the ‘new’, bringing the brand’s ecological virtues to contemporary yet classic life, carving out a distinctive space in the category.

CCL Label GmbH from Austria has introduced the Triple S Super Stretch Sleeve. This Super Stretch Sleeve is able to cover bottle diameter differences up to 35% and is considered as alternative to ‘shrink sleeves’ and ‘roll on-shrink on’ labels. A Stretch Sleeve is the most environmentally friendly label on the market (LDPE) and has by far the smallest carbon footprint. It does not require glue and no heat is needed to apply the label on

to the bottle. It is the easiest to separate in the recycling stream so is ideal for bottle-to-bottle recycling. It covers the bottle like a shrink sleeve but it is far more cost effective. It is an ideal solution for shaped bottles, where it could be used as a panel or full-body decoration, on the same machine and with far less energy usage. Rijp is a new juice brand from Fruity King in the Netherlands. There are three flavours for which only the best organic fruit is used. On the packaging is written: ‘When the time is ripe our fruit is picked and squeezed. It has ripened authentically with all the patience and attention and you can taste that’. The packaging of Rijp is set up in a modern and accessible way to attract a broader group of people who want to enjoy organic fruit juice. Highquality photos of fruit are used on the packaging to emphasis the quality of the product inside. The typography is simple and modern. The EKO quality mark is stamped on the side. The aim of Spanish company Grupo Vichy Catalan SA is to market its Font d’Or Maximum water as an object of desire. The label reflects the history of the water and the quality

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of the spring from which it comes. It complements the elegant simplicity of the bottle and firmly positions the brand as a premium water. The First Juice team from the US shared a mutual mission to help children develop healthy eating habits right from the start, by positively influencing their food taste preferences for life. They knew from experience that packaging design was the first chance to communicate a brand’s uniqueness. They called upon freelance artist, Haley Johnson’s graphical expertise to develop a label that parents identified with, and that best conveyed to parents the First Juice concept of ‘training wheels for healthy eating’. They aimed for a design that was equally appealing to young children with vibrant, fun colours and ‘tryker’ imagery that would encourage children to try these healthy drinks. Coca-Cola GmbH of Germany has teamed up with shoe designer Manolo Blahnik to create a new bottle design for its Coke light brand. The exclusive design is applied on a limited edition alubottle in the famous Coke countour shape. The brand is targeted at women

and this stylish bottle will appeal to women everywhere who are interested in fashion. The design does not interefere with the recognisable Coke brand bottle shape or identity but merely connects the drink with the idea of fashion, enhancing awareness that Coke light can be drunk as part of a fashionable lifestyle. The re-launch of Cracker Drinks from the UK, now makes the 750ml cartons stand out from the crowd. The modern combination of black and white packaging gives a premium and imposing presence on shelf. The simplicity of the front of the pack conveys the key messages of ‘crushed’, ‘light’ and ‘smooth’ and ‘never from concentrate’. The product description is supported by a circular display on front of pack of the fruit contained inside. The swirls around the product descriptions convey continuity from the previous designs representing a firework or firecracker. The packaging is exciting and enticing. The UK’s liquidcool bottle was designed with a large recessed label area for maximum label size and helps to grip this tall and elegant yet sporty bottle. The brand name is embossed on the neck emphasising the

CCL Label GmbH; Fruity King; Grupo Vichy Catalan SA; First Juice; Coca-Cola GmbH; Cracker Drinks; and Liquidcool © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best labelling or decorative finish

Claessens of the Netherlands was asked by Nestlé Waters to create an evolutionary redesign of the Cristalp brand. Cristalp offers consumers who value their family’s wellbeing an affordable but high quality water product and this bright and modern design reflects the family health focus. This is reinforced by using the Nestlé Pure Life family symbol. The logo is made more dominant by a bolder font. The new design had to strengthen the consumer’s trust in the brand. Emphasis is put on the Swiss origin, reinforcing the stability of the brand. The new design also had to communicate pure mineral water coming from the Swiss alps and so the new label design uses the same scenery but in a more updated, fresh and appealing execution.

Claessens of the Netherlands has also re-designed the labels for limited edition Pago juice drinks. The previous limited edition bottles were little different from the regular bottles, so differentiation was required to communicate the combination of fruits, or use of seasonal fruits, in limited editions. Claessens discarded the iconic yellow colour, and the yellow cap. The metallic silver background allows the fruit to become the hero on the label, underlining the special character of the juice. The green bottle with the silver label and silver cap stand out strongly from the regular bottles and so gain the awareness and consumer appeal that they deserve. The label for Australia’s ‘Stolen Recipe’ drink has just three visual elements: the logo, the facial portrait and nutritional information. Grouping the elements in this way creates an uncluttered effect that makes each portrait stand out and information easier to digest. Illustrated vector portraits of each ice tea innovator adorn the front of each bottle so that their personalities jump off the shelf and connect with the consumer. The design looks is fun, quirky and quite different from other ice tea drinks on the market. Stolen Recipe labels are printed using two spot colours. This makes

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the colours stronger, frames the facial portraits, and creates eye catching uncluttered space.

Richard Veit Interbrand

strength and pride of the brand. The label is self adhesive and is made from metalised sliver PP, including a fully laminated coating for extra durability. The logo is bold and uncomplicated and the colour black was used due to its association with premium. The brand name is also printed on the inside of the label which is magnified through the water. When the bottle is removed from a cold fridge into a warm environment condensation builds up on the outside of the label, which looks like ice forming on the label (like frost on the windscreen of a car) for a cool effect.

“To engage with consumers, it is important that a label both informs and entertains.”

Malava Beverages of the US has developed Novocaine, a non-carbonated, all natural tropical berry flavoured drink incorporating the Polynesian anti-stress herb Kava. Kava calms the nerves while increasing focus and concentration. The packaging has been designed to fit in with the energy drink sector of the beverage industry. The use of bold, bright colours and large, bold text makes the can stand out on shelf and draws attention to its energising properties. The all natural aspect is highlighted on the can and the emphasis of the text is on being calm, relaxed and chilled out. The Coca-Cola Web aluminium bottles, produced by US company Exal Corporation, were first released across the globe in time for the 2008 Beijing Summer Olympic Games. The concept for

WE8 was an artistic collaboration of West and East around eight themes (the number eight is considered lucky in China). Eight of China’s most important visual artists were united with eight international musicians to express how people are connected. The result was a series of eight stylised aluminium bottle designs. For each bottle design, inspired by the ‘Coke Side of Life’ marketing campaign, a talented musician composed a corresponding song. Each aluminium bottle was sold exclusively in just one country reiterating the global impact of the Olympics. Eska water is packaged in an aluminium bottle produced by US company Exal Corporation. The objective of the bottle design was to create an innovative, visually intensive package, consistent with the brand image. The snowflake, stone and droplet imply pure, cold water inside and are a reminder of its glacial origins. Aluminium was selected as the package material as it is recyclable and offers outstanding sustainability. Lightweight (50-65% Post Consumer Aluminium) bottles using Exal’s Coil To Can (C2C) process were selected. The Eska brand elements were enlarged using the direct print capabilities of the C2C manufacturing process. By enlarging the three Eska icons the Eska story is told in a powerful and dynamic manner.

Claessens; Stolen Recipe; Malava Beverages; and Exal Corporation © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best labelling or decorative finish During the re-launch of Jump soft drinks by Israel’s Tempo Beverages, it was decided to create a fresh new logo and labelling grid. The rigid logo was changed to a fresh, green hand-written font and two green leaves were added. This created a more natural look for the brand in order to increase its appeal. A new modern style for the label was created too. The label was divided into three sections: the top section represents the flavour of the drink via a ‘splash’ of colour based on the specific flavour; the middle section presents the brand’s logo; and the lower section symbolises the natural ‘recycled’ look. Each label contains a short story about the fruit aimed at encouraging a deeper involvement with the consumer. In Israel the law prohibits soft drinks manufacturers to use fruit icons or visuals on labels so this label cleverly represents fruitiness with other elements, such as colour. Love h2o Limited Edition water from the UK’s Love Limited Edition has been created to inspire through style and quality and to indulge all luxurious aspirations. It is designed to be the latest fashion accessory with ever-changing editions to fit in

with new fashions. The Love h2o range is encrusted with the finest Swarovski crystals, reflecting the crystal clear Wenlock water inside. Each individual crystal is precisely positioned by hand taking over twenty minutes per bottle to decorate. Once completed each bottle is dedicated a limited edition number, which is what makes it one of the most collectable and expensive bottles of water in the world. It is not just a water bottle but a piece of art in its own right. Love Limited Edition promises to “add excitement and sparkle to your life!” Polysack from Israel has launched its revolutionary Polyphane FitSTS shrink-labelling especially developed for contoured bottles. With up to 50% shrinkage, Polyphane Fit has the highest wrap-around-labelling shrink rate on the market. A material that can be used for either steam or hot air shrinking, Polyphane Fit can also be applied with all seaming methods - hot melt glue, UV glue, ultra-sonic welding and laser welding. Furthermore, it easily adapts to all types of printing methods - flexography, rotogravure, offset and digital printing. Last but certainly not least are the ecological benefits. Polyphane Fit-STS is an energy saver because the lower

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temperature of its production process entails lower energy consumption. Since it is a chloridefree material with a lower density level than water, Polyphane Fit-STS also enables labels and containers to easily separate during the recycling process. UK based Just Drinking Water worked with Bath based design agency SunHouse Creative to roll out a new package design to better communicate the unique Aquapax proposition. Interestingly, SunHouse agreed to waive any design fee in preference of having its name and website details appear on the side of the pack. Tom Maurice of SunHouse Creative explained: “Aquapax had a challenge on its hands as you cannot see the actual water. Rather than try and compensate for this with lots of intrinsic visual cues the graphic style has been crafted to tell the story with a unique, optimistic and premium feel. We were immediately captured by our client’s passion and belief in his product proposition and felt compelled to help him bring it to life with a more inspiring design.”

specific functions and clearly communicate the benefits of each of the waters. The hierarchy of the labels showcases the importance of the specific name and function; kick, chill, thin, hot, livelong and strong. Further, the Japanimation like figure ‘Drop’ carries out each action. This character is intended to further play upon the brand name and is intended to be from a future generation. Additionally, each colour was chosen using colour theory to determine which shades go best with each function and type of water. The new Dabau magnum in python is a new experience in bottle labelling. A top to bottom finishing of python and water snake skin gives this crystal clear bottle a sexy, sleek elegance. The dramatic python detailing

Next Generation Waters’ labels are designed to convey

Tempo Beverages; Love Limited Edition; Polysack; Just Drinking Water; Next Generation Water; Dabau; and Aldi Stores © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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around the back of the glass gives a sense of mysterious sophistication while vivid water snake skin is appreciated and magnififed through the glass at the front by the natural spring water effect. Every aspect of this special collection has been enhanced beyond expectation, from the tailored colour threading to the customised cork top closure, catching consumers attention and fully satisfying desire for luxury.

drinks called borojo - named after the main ingredient, the borojo fruit with its natural energising properties and health benefits. The labels are bright and bold, with different colours used to represent the different flavours. The typography is clean and simple and the text highlights the natural properties of the drink. The labels create impact on-shelf and immediately draw the eye of the consumer looking for a health giving boost.

Specially Selected cream soda is a premium brand from UK’s Aldi Stores, fusing elements of tradition with contemporary. The logo highlights the concept of premium quality, while photography is stylish and classic with a specific emphasis on the use of subtle lighting. This accentuates the product and emphasises to the consumer that they are purchasing a beverage that is a cut above the rest. Dark tonal effects complement the feel of the packaging, while the matt and gloss varnish finish provides texture and contrast to the design. The band of colour across the label emphasises the product name and accompanying photography, while the label design is delicate and provides an intriguing hybrid of colour, texture and layout. Images of the product’s origin and ingredients assist consumers with their purchase decision.

The labels for Glacéau Europe’s range of vitamin water, from Coca-Cola GB & Ireland, are sleek and informative. The health benefits of each flavour are clearly specified on the label, such as the daily intake recommendation. Each flavour is represented by a specific colour and when displayed next to each other on the shelf, the full range gives the impression of a rainbow. The labels communicate Glacéau’s values, such as well being and the importace of hydration. The label size and readability is clear. Each claim communicates its benefits via an amusing story. These descriptions explain how the Glacéau range, with its vitamins and minerals can improve health.

US based Borojo Beverages has created a range of organic energy

Harboe Bryggeri of Denmark has created a fresh, new, quality soft drink with high juice content called ØKO. CCL Label of Austria has created a full body sleeve for the bottles. There is a combination of matt and glossy varnish and

Boxal Hapiness Factory and Boxal Franks range a transparent window to view the contents of the bottle. These aspects give the bottle a sleek and sophisticated look that will appeal to adults looking for a more upmarket soft drink. The bottle and sleeve are made of PET, which can be recycled easily. Kubus Waterrr, from Tymbark of Poland, is a flavoured spring water with fruit juice addition that is dedicated to the young consumer. It does not contain any preservatives or colourants and is available in three refreshing flavours, chosen by children: lemon, strawberry and apple. The bottle is fully sleeved, illustrated with three amusing animal characters: a crab, a whale and a shark. The crab is on the lemon flavour, the shark on apple and the whale on strawberry. The label also features a comic strip which explains how the ‘nasties’ - preservatives and artificial flavourings - are kept out of the bottle. The graphics are dynamic and the colours carefully chosen,

with blue and green dominating the labels. Isola is the world’s first protein cola from US company Next Proteins. All natural Isola protein cola helps refresh the mind, refuel the body and boost recovery. Packaged in a sleek 12oz can, Isola resonates sophistication for the health aware consumer. The elegant design has simple messaging and clean lines. Its colour palette provides a distinct presence that is both ingenious and uniquely identifiable. Isola protein cola evokes innovation and premium experience. Shaken Udder’s loud, nononsense packaging speaks from the heart, a fitting tribute to the brand’s authentic music festival roots. ‘Shout from the shelf’ fonts mingle with loud backing colours, soulful product names and ever so slightly surreal back-of-pack copy. This is a deliberate adult-orientated range geared to nostalgic, milkshake-

Borojo Beverages; Coca-Cola GB & Ireland; CCL Label; Seaquist Closures’ Waterrr; Next Proteins; and Shaken Udder © beverage innovation 2009. Reproduced with the kind permission of FoodBev Media, UK - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Best labelling or decorative finish loving individuals keen to treat their ‘inner child’ and also for discerning, foodie parents with a deep-seated appreciation of real ingredient milk-based offerings. The light-hearted, frothy informality of this packaging is built to bring some much needed fun and feelgood factor. The company said: “In a premium ingredient age where yesterday’s smoothies are on the wane, maybe the time is now ripe for top-notch flavoured milks to finally make their move.” Coca-Cola has created a 25cl promotional aluminium bottle range using French company Boxal’s alubottles and high definition printing process. The series of four designs, using characters from the Happiness Factory movie, is printed on shaped aluminium bottles using a solid white base coat and six offset colours in Boxal high definition. Boxal high definition offers marketers unlimited opportunities for graphic creation for maximum differentiation and consumer impact. With 170 dpi definition; unrivalled sharpness, stronger colour contrasts, improved contours and smooth transitions are all possible. The Franks range of 275ml energy drinks is establishing a new distinctive image for premium energy products using Boxal’s high definition printing process. The eye-catching colourful designs clearly identify the flavours. The combination of solid colours over the entire surface,

with fashionable designs, create great shelf presence and superior brand recognition. The first thing a consumer sees when buying a product is the packaging and these aluminium bottles make a great first impression.

Best labelling or decorative finish category sponsored by

Coca-Cola Czech Republic

O’Sushi 25cl flavoured water is packaged in Boxal’s aluminium bottles in a distinctive and unique shape. Contemporary designs are printed with smooth transparency effects using Boxal’s high definition printing process. This product opens up a new category of beverages conceived in harmony with food dishes and aluminium was an obvious choice for a ground breaking new formula. Premium, light and shatter proof this elegant bottle is ideal for the take away trade or for airline and train catering. The freshness of the product is enhanced by the brushed metal effect and the screenless colour transition follows the bottle silhouette up to the neck. Cobell’s innovative Juicebox bagin-box is a new concept for juice in the mass market, containing 5 litres of premium juice to be

Boxal; Yxaiio; Energizer Brands; and Cannedwater4kids

stored in the domestic fridge and dispensed at the push of a tap. Juicebox uses aseptic packaging in a light-resistant and air-tight foil bag to ensure the juice stays fresh for 21 days after opening, or for five months unopened. The colourful carton uses fruit graphics to convey the contents instantly, and includes detailed nutritional information as well as the five a day symbol. It clearly states that this is 100% pure juice. Packaging has been kept to a minimum and the cardboard box is recyclable. Using a holographic effect with Christmas themed designs, Coca-Cola Czech Republic’s multi-packs have shelf impact and connect well with consumers during the Christmas period. This pack offers an enhanced sensorial experience through visual cues that create a unique 3-D effect. It grabs consumer attention leveraging points of light, dynamic motion and intense colour. CocaCola Czech Republic believes that this is a great way to connect innovative technology with the right occasion to drive seasonal excitement as well as sales. Yxaiio pheromones from Austrian company Yxaiio GmbH is a highly effective combination of pheromones and aromas of chilli. Pheromones are chemical messengers which trigger sexual desire and chilli releases endorphins and leads to enhanced sexual sensations. The can for this beverage is very sleek and simple and the controlled use of pink and minimal modern graphics on the label are designed to appeal to its target audience of women.

Cobell Attitude from UK’s Energizer Brands is an antioxidant energy drink made using organic ingredients. The drink is packaged in a Rexam alubottle and in a 33ml can, both of which have a metallic sheen to catch the eye of the consumer. The packaging is bright and colourful, reflecting the energising properties of the drink. The illustration of flowers represents the natural and organic herbal ingredients used in the drinks production. The premium packaging is finished with a resealable closure. Greg Stromberg has created Cannedwater4kids, the first non-profit charity water brand packaged in a can, established to fund projects to purify water for children in developing nations. According to Stromberg: “The can chills faster and stays colder longer than any other beverage container, it is the most recycled drink container in the US and has a unique stacking ability. It’s no wonder that the aluminium can ranks as today’s most desirable, convenient and environmentally friendly package. Success comes in cans, failure comes in cannots.” Cannedwater4kids is supported by INX International Ink, Cold Spring Company, TooBee International and the International Metal Decorators Association.

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Sponsor of best new functional drink including energy and sports

Palatinose - the next generation sugar Beneo-Palatinit, one of the leading manufacturers of functional carbohydrates, markets the recently introduced new sugar Palatinose (isomaltulose). The disaccharide is produced exclusively from pure beet sugar. Its sensory profile closely resembles that of sugar and is about half as sweet. This mild, natural sweetness is not marred by any unpleasant side- or after-taste. Palatinose is the only fully digestible, low glycemic carbohydrate that provides prolonged energy in the form of glucose which is essential for mental and physical performance. Being low glycemic and low insulinemic, it helps to improve fat oxidation during physical activity which leads to a higher proportion of energy expenditure from lipids and thus to a prolonged energy supply. As a non-fermentable carbohydrate, it also stabilises the food matrix against bacterial spoilage. Therefore, it also doesn’t harm tooth enamel. The Federal Drug Administration (FDA) approved Palatinose in 2007 as being ‘non-cariogenic’. Being as well acidresistant, means also, that drinks with Palatinose maintain a constant osmolality - no matter if isotonic or hypotonic.

Palatinose is non-hygroscopic and is therefore very readily processed both into ready-to-drink beverages and into instant drinks. Its nutritional and technological benefits make Palatinose particular suitable for all sports drinks (RTD and instant), providing the endured energy and performance athletes need. Besides sports nutrition it can also be used in wellness and energy drinks as well as in functional dairy, tea and in beer. Based in Mannheim, Beneo-Palatinit was founded in 2007 and is part of the Beneo-Group. For more information about Beneo-Palatinit, visit www.beneo-palatinit.com

Sponsor of best environmental initiative NSF International is an independent, not-for-profit organisation that helps protect and improve the public health by certifying products and writing standards for food, water and consumer goods. NSF recently expanded the scope of environmental services to include a comprehensive sustainability offering. The programme is divided into three key areas: product assessment, product verification and standards development. Products can be certified green, environmental verification audits can be conducted and sustainable standards from furniture to flooring can be developed to meet changing industry needs.

For producers and manufacturers of beverages, this is especially important since carbon footprinting can determine the amount of carbon that is released into the atmosphere throughout the manufacture, distribution, sale and disposal of beverages and associated packaging. This can help identify improvements, which can lead to less impact on the environment and increased efficiency.

To help companies address the business cost of their environmental impacts, NSF has also partnered with Trucost Plc, a leading environmental research organisation, www.trucost.com.

The strategic partnership between NSF International and Trucost Plc can help meet this need by providing new environmental measurement, management, and reporting products and services. Combining Trucost’s patented methodology with NSF’s environmental assessment, verification, and standards, development services help address the business costs of environmental impacts in a timely, cost-effective, and comparable manner within the beverage industry and beyond.

Trucost provides data and analysis on company emissions and natural resource usage in financial, as well as quantity terms to help investors, fund managers and analysts understand how environmental issues could affect companies’ future earnings. Institutional investors use this information to assess the carbon or environmental footprints of their portfolios, to identify differences in performance, to address environmental risks and create products with lower carbon or environmental impacts.

Companies are being asked today to measure and manage their emissions to environmental performance and to minimise their impact on the environment.

For more information please contact Chris Dunn or Petie Davis Call NSF International on +1 734 769 8010, or visit www.nsfsustainability.org

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Sponsor of best PET technology innovation

‘PTI, a leader in PET development is pleased to be able to present the award for the best PET technology innovation’ Plastic Technologies Inc (PTI) is recognised worldwide as the global thought leader in plastic packaging. The company is the preferred source for package design, package development, rapid prototyping, pre-production prototyping, and material evaluation engineering for the plastic packaging industry. Its state-of-the art pilot production and testing capabilities, coupled with PTI’s technical knowledge, enables the company to offer package development services which are second to none. Its confidential approach to every project ensures that projects details stay private. PTI holds more than 100 US and world patents for packaging innovations and has amassed a customer list of more than 100 corporations and brand owners. The company’s packaging and plastics professionals provide a variety of functional coverage from engineering to design to laboratory support. As the pioneer in PET development, PTI has always been on the leading edge of plastic materials and packaging innovation.

The company functions as an independent development resource, with no specific material or process bias. PTI’s vast experience, including virtually every packaging polymer, ensures that customers will be given the right guidance to help make their specific project a commercial success. Further, all functions are optimised to make sure that customers meet demanding speed-to-market goals. PTI is also a global leader in recycling studies and the use of recycled materials for packaging applications. The company serves the needs of the global marketplace through its Holland, Ohio, US and Yverdon-les-Bains, Switzerland state of the art facilities. For more information about PTI, visit www.plastictechnologies.com

Sponsor of best labelling or decorative finishing Stora Enso Packaging Papers offers the capacity, experience and products you need to meet all of your packaging or label paper applications. Two state of the art paper machines at Uetersen Mill (Germany) and Imatra Mills (Finland) make Stora Enso a world leading producer of packaging papers. Label Papers from Stora Enso are available in a complete portfolio - sheeted products for offset lithographic printing, as well as roll products for gravure, flexographic and web offset applications. In addition, base papers for metallising, rounds off our product line. To meet marketing-specific requirements, packaging professionals can choose from a wide range of high quality machine-coated label papers: from high white to ivory shade, from high-gloss to matt, embossed or plain. No matter what the desired product positioning is, Stora Enso has the

perfect choice of paper to create and support a high value brand image. Paper is modern, sustainable, easy to use, economical and versatile. Stora Enso label papers feature all it takes in terms of performance, look and feel to enhance sales appeal at the point of consumption, irrespective of whether pressure-sensitive or wet-glue labels are used. Makers of beer, wine, soft drinks, spirits, bottled water and other product packaging in glass, plastic and metal containers appreciate the finest qualities of our paper and all the important benefits of paper that moves products. Stora Enso is a global paper, packaging and forest products company producing newsprint and book paper, magazine paper, fine paper, consumer board, industrial packaging and wood products. The Group has 29,000 employees and 85 production facilities in more than 35 countries worldwide. Stora Enso is proud to be a category sponsor for the 2009 beverage innovation awards at drinktec. For more information about Stora Enso Packaging Papers, visit www.storaenso.com

www.foodbev.com/beverage drinktec · Munich · September 2009

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