Water Innovation | issue 55 by FoodBev Media Ltd

WATER innovation

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Special report

Labelling design FOCUS

Sustainability matters

Dealing with the global recession isn’t easy. Discover 21 cost-saving tips to improve your performance.

The most trusted source for water news INNOVATIONS

New product launches

Business updates

Latest company news

“The networking opportunity of the decade” Awards Gala Dinner at drinktec 15 September 2009 Munich, Germany

© water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Issue 55 - July · August 2009

Inside this issue 6 8 15

38 41

46 48

Springboard

Nayl D’Souza bids a fond farewell as Editor after four years with the magazine.

COVER STORY

Cost-saving tips

wi interactive

Essential advice and information from experts in the packaged water industry on how you can increase efficiencies and reduce costs.

Readers’ reactions and fun stuff.

Innovations What’s new in the packaged water sector.

Newsreel News in brief - for regular industry news updates, visit www.foodbev.com/water

Images from Dreamstime.com | Clamp © Madartists ; Bottle © Peto Zvonar; Water inside ‘Squeezing’ © Adrian Hughes

Aqua-tech

water innovation technical news section.

Trading places The latest executive moves, calendar of trade shows to attend and event previews.

Marketplace water innovation products and services guide.

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FOCUS

Sustainability The global economic downturn may have knocked sustainability off the top of the agenda, but companies remain committed to CSR.

Advertiser index.

One to watch

Cape Design offers reasons why Spadel scooped a CERAM international award for quality, conservation and marketing.

SPECIAL REPORT

Labelling advice With so many tempting drinks on the supermarket shelves, how do you make your label stand out among rivals? Find out . . .

14-19 September 2009

In partnership with

B N OO OW K

Book your place at the industry’s biggest gala awards dinner on 15 September 2009 TICKET HOTLINE: +44 (0)1225 327850 louise.gascoigne@zipublishing.com

FoodBev com A world of food and drink

Images: screen © Irochka, bottle © Filipe Varela, tomato © Mailthepic, carton © Photoeuphoria, cheese © Edyta Pawlowska, glass © Konstantin Tavrov, orange © Les Cunliffe, bean © Monika3stepsahead, biscuit © Picsfive, strawberry © Braendan Yong | Dreamstime.com

www.foodbev.com/water Issue 55 - July · August 2009

CONTENTS 3

foodbev com A world of food and drink

Daily industry news and opinion

Making a splash online now

FoodBev.com Images: screen © Irochka, bottle © Filipe Varela, tomato © Mailthepic, carton © Photoeuphoria, cheese © Edyta Pawlowska, glass © Konstantin Tavrov, orange © Les Cunliffe, bean © Monika3stepsahead, biscuit © Picsfive, strawberry © Braendan Yong | Dreamstime.com

Springboard

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Parting is such sweet sorrow

elcome to the latest issue of water innovation magazine - sadly the last for me as Editor. After close to four years of managing and contributing content for the magazine, the time has come for me to say goodbye. In fact, I have decided to pack away my reporter’s notebook and press badge altogether to instead pursue an exciting career opportunity in public relations. Don’t worry though, Zenith International Publishing have lined up a fantastic colleague - Medina Bailey - to carry on the good work. With Medina’s fresh ideas and the continued guidance of Group Editorial Director Bill Bruce, the magazine should continue to offer mustread analysis of the small pack bottled water industry, provide compelling visual content and develop a lively community spirit.

Shaun Weston | FoodBev.com

Over the past few years, I’ve utterly enjoyed bringing you news, opinions and insights regarding packaged water. The industry has seen a lot of changes

Nayl D’Souza and Group Editorial Director, Bill Bruce

Published six times a year by Zenith International Publishing Ltd 7 Kingsmead Square, Bath BA1 2AB, United Kingdom Tel: +44 (0)1225 327890 Fax: +44 (0)1225 327891 E-mail: info@zipublishing.com

since 2005 when I first joined the magazine. We have reported on many challenges during this time such as disappointing seasonal weather and soaring oil prices which have hit packaging and transport costs. More recently, some international markets have faced relentless eco-criticism while all economies and market segments have needed to react to the global financial downturn. More often than not, however, I have had the privilege to interview highly talented executives that hold immense pride and passion for their industry. What’s more, I have profiled some amazing inventions, award-winning marketing initiatives and ambitious business deals. In many ways, I think this issue reflects the excellent professionalism in the bottled water sector that I have constantly encountered during my editorship. Our Cover Story on top cost saving tips certainly demonstrates this point. The overwhelming majority of the businesses we contacted to make a contribution grasped the opportunity to supply information perceiving the report as a chance to demonstrate leadership to their counterparts.

humanitarian and community based projects being implemented by water brands. The issue is yet again packed full of new product development and remarkable advertising campaigns, so turn to pages 8-13 to enjoy these innovations. If you want to get the lowdown on how a label on a pack of water can grab a consumer’s attention, see the Special Report on labelling found on page 33.

Nayl D’Souza

Plus, if you are wondering what trade shows are on the horizon, look no further than pages 41-45 for our list of essential events to attend. More importantly, there are previews of drinktec, held in Munich this September, which also plays host to the 2009 beverage innovation awards; the UK Bottled Water Conference being held in the English spa town of Harrogate this October; and the 6th Global Bottled Water Congress being held in Istanbul in November. So that’s a round-up of this action-packed issue.

It was over nine years ago that water innovation’s forerunner bottledwaterworld was first published. When I handed editorship to Nayl D’Souza four years ago I could not have imagined where the magazine would be now. It was in Nayl’s capable hands that the magazine transformed into water innovation and as a result of his enthusiasm that the water innovation awards achieved such success. I am delighted that long time colleague Medina Bailey will carry on Nayl’s excellent work and would like to take this opportunity to thank Nayl for his considerable contribution and wish him well in his new PR career.

Finally, please allow me to pay tribute to all who have made my time working for the magazine and its associated awards programme such a success. Thank you and farewell friends.

Talking of sharing ideas and best practice, our Focus on sustainability looks at various ways companies are reducing their impact on the environment and the increasing number of

Editor, water innovation

EDITORIAL

Advertising

Editor: Nayl D’Souza Direct line: +44 (0)1225 327856 nd@zipublishing.com

Senior Sales Executive: Karen Collins Direct line: +44 (0)1225 327872 karen.collins@zipublishing.com

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Senior Designer: Jolyon Edwards Designer: Kirstine Henderson Designer: Hannah Green Group E ditorial Director: Bill Bruce

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

Bill Bruce, Group Editorial Director

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Printed in the UK by Holbrooks Printers Ltd on paper produced from elemental chlorine free pulp sourced from sustainable managed forests.

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EDITORIAL 5

wi interactive

Trading places - page 41 Event and appointments news

Feedback, facts and fun

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Letters to the editor

Cooling down in the heat

Name that brand

WATER innovation

CLUE: This award-winning brand has been QUIZ exported to appreciative and discerning customers around the world since 2005. Sourced from a spring in an island country located in the North Atlantic Ocean, the brand is believed to be the world’s first CarbonNeutral bottled water.

ANSWER: Icelandic Glacial

WI word search

WATER innovation

It was only a matter of time before we introduced a word search. Look for items that have something to do with recycled PET plastic. Words can be written forwards, backwards or diagonally.

Q U I Z

that goes and hope to pop some in the post to you soon. Many thanks again. Gary McNelis Liquidcool, UK Editor’s note: Cheers Gary. I hope to keep in touch.

53.6 In the US, 53.6% of aluminium cans were recycled in 2007 compared to only 24.6% of PET bottles. (Source: Aluminium Association)

Record breaking entries for Awards We are proud to announce that we have received a record 330 number of entries from 40 countries in the 2009 beverage innovation awards. At least half of these entries are relevant to the bottled water category from the perspective of being a new product, excellent marketing campaign or groundbreaking supplier technology. We look forward to contacting those entrants which are shortlisted as finalists soon after the judging event is held at the Hotel Metropole, Brussels on the 19-20 July 2009. Good luck to all participants who entered the company. Jane Harris and Louise Gascoigne Awards team, Zenith International Publishing, UK Editor’s note: Fab achievement. Congratulations to all involved, particularly Jane and Louise.

148 The average Briton currently uses 148 litres of water (some 260 pints) every day. (Source: Environment Agency, UK)

1973 The PET bottle was patented in 1973 by chemist Nathaniel Wyeth (brother of distinguished American painter Andrew Wyeth). (Source: Napcor)

1977 The first PET bottle was recycled in 1977. (Source: Napcor)

ANSWER: Soft drink, Bottle, Recycling PET, Plastic, Future, PET bottle, Lightweight, Remove rinse recycle, Shoes, Environment, PET, Curbside bin, T-shirt, Earth, Markets, Save (Source: Napcor) © water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Just a quick note to say thanks for the mention in your magazine. Brilliant! Whilst we are optimistic about securing a listing for the mint range, we have recently produced the first batch of ‘Liquidcool artesian’, our natural mineral water from the UK’s first organic and halal certified source in Derbyshire’s Peak District. We will see how

Facts & figures

Innovations

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The editor’s pick of the latest new products

One to watch E

very issue we provide star treatment to new groundbreaking products and excellent marketing campaigns. Here’s an example of above-the-line marketing activity taken to new heights. The Polish Air Force (Siły Powietrzne Rzeczypospolitej Polskiej) has allowed its F-16 fighter jets to star in a television commercial for mineral water to raise funds for its summer air show held in the Polish city of Radom. The F-16 planes feature in a television advertisement for the Cisowianka brand produced by Naleczow-Zdroj. The move represents the first time the Polish military has agreed to allow its aircraft to be used in an ad campaign.

The campaign, called Mój Sekret (which translates as ‘My Secret’), uses as its soundtrack music from the famous Polish war movie Czarne Chmury produced in 1973. Directed by Grzegorz Kuczeriszka and film agency The Chimney Pot, the commercial shows an attractive woman pilot brandishing a bottle of mineral water after impressing her male colleagues with her smooth landing of an F-16. First screened in June 2009, the TV spot will be

broadcast on all major television channels in Poland until September this year. Poland’s armed forces hope their participation in the ad will raise funds for the air show and that their part in the commercial will also improve their image with the general public. Marcin Rogus, Chief Public Affairs for Poland’s Air Force, commented: “The ad benefits

our reputation. It shows our pilot’s abilities and the elite character of the flying profession.” Mr Rogus observed: “We can’t talk about the sums involved, but the commercial has provided significant financial support for August’s air show budget. We had been having huge problems with the organisation of this year’s show due to the economic crisis.”

Cisowianka brand takes off in Poland

aleczow-Zdroj recently appeared on the radar screen in Poland. Today, the company’s bottled water brand is soaring high. Naleczow-Zdroj is a rising star in Poland’s bottled water market and its Cisowianka brand is growing at a dramatic pace. The company held a 2.4% share of the small pack bottled water (10 litre formats and below) market in 2004, according to Zenith International. By 2008, the company had nearly tripled its market share and more than quadrupled its sales volume. “Cisowianka is already one of the top three retail bottled water brands in Poland and they have recently demonstrated that they have ambitious plans to keep rival brands at bay and move towards the number one spot in the marketplace,” commented Zenith International’s Martyna Zimakiewicz.

Indeed, ACNielsen retail data shows that Cisowianka has already become the biggest selling sparkling water by volume in Poland, so one should not be overly surprised to hear that analysts agreeing that NaleczowZdroj’s flagship brand could soon topple the domination of Zywca Zdrój from Danone or ˙ impact the sales performance of Kropla Beskidu from Coca-Cola Hellenic and Naleczowianka from Nestlé Waters.

ploughed investment of around €3.5 million to create a manufacturing facility with five production lines in Drzewce near Naleczow that enables the company to produce over 220 million bottles of water per year as well as a modern logistics and distribution centre close by to safely house products.

Polskie Zdroje, to successfully market Cisowianka and ensure it’s readily available to Polish consumers alongside Muszyna Minerale, a smaller water brand that is already part of its distribution portfolio.

Naleczow-Zdroj works closely with its exclusive distributor,

What’s more, NaleczowZdroj has in recent years showed a willingness to invest in expansion that more than matches the activities of the leading operators in Poland. For example, the company reportedly

8 PRODUCT NEWS

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NATO member Poland has 48 F-16 fighter planes in its air force. A few feature in the new ad for Cisowianka as the scenes above show Earlier this year, Poland’s centreright government announced cuts totalling 2 billion zlotys (€445 million or $626 million) in its defence budget as part of efforts to squeeze state spending during the economic slowdown. Although both sides do not want to reveal how much money was received by the armed forces for

taking part in the commercial, the Dziennik daily speculated that Naleczow-Zdroj paid about 300,000 zloty (€67,000 or $94,000) to become a cosponsor of the airshow and gain access to the country’s Lockheed Martin F-16 fighter jets. Mr Rogus indicated the Polish Air Force might consider other

commercial opportunities to raise money for its needs, saying: “But we must remember that the army is not for sale. There have to be special conditions under which we would agree to lend our equipment.” The Polish Air Force was happy to lend its F-16s to Naleczow-Zdroj for their

marketing campaign because it feels mineral water is not a controversial product. “I can’t imagine, at least for now, that we would take part in advertising for a product like shaving foam.” The Polish International Air Show, scheduled for 29-30 August 2009, drew close to 50,000 visitors two years ago.

A look at the latest wave of innovative marketing activities Breakdancing babies star in latest Evian campaign

breakdancing baby along with an infant doing the ‘Moonwalk’ are scenes from a couple of amusing viral videos created as part of Evian’s latest advertising campaign. The videos are being offered as a sneak peek of the latest ‘Live Young’ communication platform from Evian which is intended to encapsulate the essence of the brand owned by Danone. The ‘Live Young’ tagline for Evian has been running for many years in different ads but this is the most emphasis that the company has yet placed on it. The marketing campaign will begin with internet based activities

centred on a new brand website - www.EvianLiveYoung.com - but is expected to widen in scope to incorporate other media at a later stage. Indisputably, the brand’s creative team has been inspired by the The Dancing Baby 3D-rendered animation which became one of the earliest examples of a viral phenomenon in 1996 after first being circulating through email, then being distributed widely over the internet and later featuring in the Ally McBeal TV series. Danone must be hoping for similar success with their interpretation of the Dancing Baby.

Isklar brand hots up with cool Ice Lady ad

sklar burst onto the TV screens of Britons with a captivating depiction of the brand with an eye catching screen marketing campaign which will run from July until November and is the core pillar of the brand’s heavy weight marketing activity this year. This glacial provenance is one of Isklar’s most appealing attributes and this is reflected in the ad. While few people have actually seen one, most can easily access a mental picture of an icy, otherworldliness. It is from this magical world that the TV spot’s ‘Ice Lady’, a stylised representation of the glacier emerges. We see her materialise and gradually morph into a bottle of Isklar. The ad ends with the promise, “Isklar. Pure Glacier.” Isklar CEO Peter Krogh explained: “The brief was to make an advert that stood out within the category, engaging people at an emotional level without labouring the usual generic messages. The

results will speak for themselves, but with our continued success, we are feeling very confident on our growing position in the UK.” Officially the best bottled water concept in the world (winning gold in the Best Concept category at the 2008 water innovation awards), Isklar has made a big impression since its UK launch last year and has set its sights even higher for the year to come.

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New product development for the packaged water industry

Sports water claims to provide ‘maximum hydration’ California based AquaGenus has signed an exclusive agreement with Trace Minerals Research to include their all-natural, ionic minerals for the first time in a bottled water. The minerals are an essential element in AquaHydrate, which the company claims is the first high-performance sports water engineered to support maximum hydration and recovery following a workout.

Mizone sports water relaunched by Frucor in Australia

AquaHydrate offers consumers a healthy water alternative to sports drinks often loaded with sugar, caffeine and artificial additives. The beverage is aimed at health and fitness enthusiasts looking for a competitive edge in terms of performance and recovery after exercise but could also interest water drinkers looking for a health and performance boost.

Frucor Beverages in Australia has relaunched Mizone Formulated Sports Water, a product it claims enables the body to rehydrate 16% faster than the leading isotonic sports drink in the market. The company worked with The Saltmine Design Group to develop the improved formula, pack design and product website. Mizone Formulated Sports Water has been scientifically engineered by a specialist team of nutrition and sports experts to keep consumers active. The beverage contains four B vitamins, electrolytes, carbohydrates and antioxidant vitamin C to unlock energy in the body and provide faster hydration. It does not contain any artificial colours or preservatives and contains one-third less sugar than sport drinks. Mizone Formulated Sports Water is available in four varieties: lime, blackcurrant, mandarin and raspberry. It is available at major supermarkets and leading independent stores in Australia.

AiQA water is intelligent choice for Austrians Jens Haefner founded the AiQA range of functional waters in Austria includes AiQA Sport as he believes sports recovery begins before exercise, through adequate hydration. According to the founder, sport is sometimes for endurance and high performance athletes. These high quality sports drinks, which are produced with natural apple juice, are adapted to the different physical demands of both men and women who practice sport and therefore the drinks are gender specific. One containing folic acid, zinc and selenium specifically targets women. In order to ensure long-lasting energy throughout the entire duration of the sporting activity, high quality isomaltulose is used in addition to natural fruit sweetener - both types of sugar have a low glycaemic index. The specially added mineral complexes, which contain sodium, potassium, calcium and magnesium, replenish the energy reserves during sport and quickly compensate for the loss of minerals. The AiQA range of drinks also includes AiQA intelligent water, AiQA kids and AiQA Life. © water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Canada’s Berg Water launches glass bottle for on-trade Newfoundland based Berg Water has launched a new presentation for its unique iceberg water. A new glass bottle has been in the pipeline for the past year and its design is intended for a select number of fine dining venues and luxury hotels. “Our customers have been asking us for glass for sometime now. We wanted to make sure that the glass design was as unique as the product itself. With the introduction of the glass bottle we will also be reducing our impact on the environment,” said Tony Kenny, President of Berg Water. Company officials have highlighted that the frosted 75cl glass bottle presentation which began production at the end of May 2009, complements the existing PET bottles and is important in reflecting the image of Berg as a luxury product in more upmarket settings. “We wanted to maintain our signature design by reinforcing our product’s image and content. We are very pleased with the results,” said Gabriela Medellin, VP Sales & Marketing. Berg Water is a division of 2001 Investments located in Mount Pearl, Newfoundland. The company’s water is sourced from icebergs which are melted and bottled under strict quality. Production can be limited and dangerous due to extended winters and the harsh conditions of the North Atlantic. They are very unstable, shift frequently and can roll over in seconds, which makes the possibility of drinking iceberg water an accomplishment by itself.

UK based Wenlock Spring has revamped its corporate identity and packaging graphics. The family run business in Shropshire selected local brand development consultancy Carl Jones Design to develop the improved packaging. Core to the project is the new label introduced for the company’s glass bottle range available in 33cl, 75cl and 1 litre formats. While the old label depicted a rural Shropshire landscape, the new packaging instead uses modern colour tints and contemporary silhouettes of birds and grassland to reinforce the naturalness of the product. The product’s provenance is highlighted by a dot on a map of Britain. Carl Jones Design has also overhauled the Wenlock Spring website and created associated marketing material. A company spokesperson confirmed that Wenlock Spring was in the process of applying the redesign to the PET range (which includes 50cl and 2 litre formats) before the autumn. Carl Jones, Creative Director, commented: “Our brief was to refresh the brand, which was previously only known to a small audience. Our main challenge was to help Wenlock Spring stand out from competitors in a visually crowded market place.”

Snake charm for latest magnum

Photographer: Star FX, 300 Ent, New York USA

Wenlock Spring redesigns label

Dabau Luxury Waters, based in New York, has launched an outrageously extravagant eponymous magnum bottle with real python skin on the label which is emphasised through the liquid in the bottle and to the human touch. There is even tailored colour threading to the customised cork top closure. The Dabau Magnum in Python gives the crystal clear bottle a sexy sleek elegance, according to the firm. The 1.75 litre bottle will be sold for a staggering $3,000 at select entertainment venues and fashion based events.

www.foodbev.com/water Issue 55 - July · August 2009

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New packaged waters from flavoured to functional

Sobe Lifewater adds punch

Volvic launches ‘Touch of Apple’ Danone Waters UK & Ireland is to launch a new, limited edition apple flavour within its Volvic Touch of Fruit range. The flavour will be in stores from the start of June in a 50cl PET bottle format only. The variant will be marketed and distributed until the end of the summer period. Volvic Touch of Apple has already delivered a strong performance elsewhere in Europe, particularly in Germany (see picture, right).

PepsiCo has added Açaí Fruit Punch and Mango Melon to the zero-calorie range of Sobe Lifewater, the company’s popular enhanced bottled water range. The company has announced that a multifaceted marketing campaign will be staged over the next couple of months, or the ‘Summer of SoBe’ as the soft drink maker has called the period. The zero-calorie line-up of Sobe Lifewater, naturally sweetened with stevia plant extracts, also includes flavour variants called Fuji Apple Pear, Black and Blue Berry and Yumberry Pomegranate. The beverages are infused with a mix of antioxidant vitamins C and E, essential B vitamins and herbal ingredients. SoBe’s aggressive marketing campaign incorporates a sampling programme, plans to connect with consumers via Twitter, a new application on SoBe Lifewater’s Facebook page enables friends to gift virtual SoBe Lifewater products to friends and promotes SoBe sampling events via Google Maps. In terms of screen advertising, new TV spots are planned for the brand featuring the popular SoBe Lizards, highlighting the new zerocalorie flavours and the entire zero-calorie SoBe Lifewater portfolio.

Römerquelle new launches

We advise retailers to stock up with this limited edition flavour, as it’s a strong profit opportunity, delivering increased revenue and incremental sales for retailers over the summer.”

Nadine Slyper, Volvic Senior Brand Manager, said: “Apple will be our first limited edition flavour within the Volvic Touch of Fruit range in the UK. We’ve chosen apple not only because of the great taste of the product itself, but also because of the appeal of apple flavours in the UK. “It definitely offers something new and different as an addition to our core range.

Fruit20 Essentials makes a splash Sunny Delight’s new zero calorie flavoured fruit water called Fruit2O Essentials hit stores in the US in June, backed by a new advertising campaign by Carrafiello Diehl & Associate in New York. “Six delicious flavours. Each enriched with nutrients like its fruit,” is the tagline.

Coca-Cola Hellenic Austria’s Römerquelle has launched Römerquelle emotion blackberry/lime - mixing the sweet-sour taste of blackberries with a refreshing touch of lime. Römerquelle emotion is available in 500ml and 1 litre PET bottles. Four flavours, including blackberry/lime, are also available in the 330ml design glass bottle. Römerquelle is also offering a limited summer edition of emotion pomegranate. Formerly a niche flavour, pomegranate has recently become very popular in Austrian households.

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Function junction

enny Foulds, Market Consultant at Zenith International, provides a round-up of some recent functional drink launches. Netherlands based Vrumona has recently launched a range of vitamin-enriched drinks in its home market. Sourcy Vitaminwater, is part of the Sourcy umbrella of mineral waters and is currently comprised of six variants with specific health benefits: Fit - Applekiwi flavoured with vitamin C and green tea extract; Balance - Lime-lychee flavoured with B vitamins and calcium; Energy - Orange-calamansi flavoured with vitamin C and magnesium; Multi-vit - Mango-guava flavoured with vitamins B and C and magnesium; Antioxidant Raspberry-pomegranate flavoured with antioxidants; and Focus - Blackberry-açaí flavoured with vitamin E and magnesium. The range is targeted at men and women aged 18-40 who are looking for a healthy alternative to plain bottled water. Bottled water company Aguas Danone de Argentina has unveiled two new beverages under its Ser brand of sparkling waters. The new drinks, available in apple and pink grapefruit non-carbonated variants, are based on mineral water and fruit juice with no added sugar. The new Ser Sin Gas is also enriched with Ser Vitanutrientes, a nutrient complex that provides 30% of the recommended daily allowance (RDA) of calcium, magnesium and vitamins B9 and B12. In line with the original Ser drinks, Ser Sin Gas is also targeted at women who are looking for tasty and nutritious drinks without compromising their personal health goals. US based Rockin’ Products has launched its first line of children-friendly beverages called Rockin’ Water. According to founder Amy Guerrieri, she was inspired to create great tasting beverages for children that were also nutritious and supported healthy development. To this effect, Guerrieri partnered with a clinical nutritionist who specialises in child and adolescent weight management to develop the range. The resulting Rockin’ Water provides 11 essential vitamins and minerals. In addition, each bottle is said to provide an antioxidant factor equivalent to a full serving of fruit or vegetables. To increase the absorption rate of the nutrients, the waters are enriched with prebiotic fibre.

See us at Drinktec, Hall B3 stand 548

Jenny Foulds is Editor of functionaldrinks newsletter from Zenith International. For more information on a range of functional beverages and market trends, subscribe to the newsletter by visiting: www.functionaldrinksnews.com

www.functionaldrinksnews.com © water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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New packaged waters from far and wide

Aquagold International announces Bridging gap to the next meal first shipment to China New Zealand dairy company The beverage contains the Aquagold International has shipped its first container from Canada of its eponymous flagship premium bottled water product, to China. The ocean carrier left at the beginning of June and will arrive in Shanghai in several weeks. The remainder of the first order will be shipped after the contents of the first container have been inspected and confirmed at the point of delivery in China.

the shipment schedule is established. Now, we are moving forward with complete confidence in our ability to produce and deliver a first-class product.”

“Production went as smoothly as can be expected for the first run of our 50cl premium Canadian spring water,” states Domingo M Silvas III, Executive Vice President of Business Development.

To ensure product freshness and efficiency, Aquagold employs a modified just-in-time production process that it will continuously manage and improve as required.

“We look forward to filling the first order completely as soon as

Fonterra has introduced an innovative flavoured water to the market which is designed to promote satiety. The water, named Whole, is enriched with protein and fibre to help ‘bridge the hunger gap’ between meals. Marketed as a ‘delicious low calorie snack alternative’, Whole is available in 50cl bottles in three flavours: Berry; Lemon & Lime; and Tangerine.

sweeteners acesulfame potassium (Ace-K) and sucralose, and has 30 calories per serving. One bottle provides 5g of protein (10% of the recommended daily intake) and 1.5g of fibre (5% of the RDI). The protein source is a milk protein - Fonterra Ingredients’ ClearProtein, a whey protein isolate developed at the Fonterra Research Centre in New Zealand.

Make sure your innovations feature in the next issue Send to: medina.bailey@zipublishing.com

Nuu water from Panamanian rainforest launched in US Next Generation Waters has launched Nuu bottled water in the United States with several major retailers already signed for nationwide distribution, according to the company. Sourced from a natural spring in the Volcan rainforest in Chiriqui, Panama, Nuu is the latest bottled water product to be sold by Next Generation Waters which already produces an eponymous vitamin enhanced water range, which includes variants called Chill, Hot, Kick and Thin. The business first introduced Nuu in Panama in the first quarter of 2008 and has secured listing at many of the country’s supermarkets, gourmet shops, c-stores and pharmacies. Through 1% For the Planet, a donation from sales of Nuu will be made to a local foundation - Fundacion Natura - to support the indigenous Ngobe Bugle tribe and help bring clean drinking water to their remote communities. To further boost the sales effort in the US, the company plans to exhibit Nuu at the DPI Food Show in Chicago, Illinois, on 8 July, 2009.

Is it glass? No, it’s PET with class Danish Bottling Company is set to launch Nornir mineral water in three different versions. Based on the Norse legend, the three Norns are still, effervescent and with oxygen. Bottled in a slim, elegant and aesthetically pleasing 50cl PET

bottle with an aluminium closure. The bottle’s glasslike appearance will target the middle and upper horeca segment creating a unique experience for the consumer with its elegance and emphasis on quality. Brian Tholstrup Nybo, Managing Director, of Danish Bottling Company, commented: “The design of the bottle embodies the Nordic sense of simplicity and serenity and underlines its Nordic origin. The colours, closures and labels are delicately selected in order to transfer the excellent quality of the water. Fundamentally the objective of the bottle is to signify superiority.”

14 PRODUCT NEWS

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© water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com. For details about syndication and licensing please contact the marketing team on 01225 327890.

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Y Water launch targets New York kids and parents

Water, an organic beverage for kids, packaged in innovative packaging, has been officially launched in New York. The product, which has been sold in the US for many months, is available in four vitamin and mineralenhanced choices: Bone, Brain, Immune and Muscle Water. Y Water not only gives kids a tasty alternative to sugary drinks, the uniquely designed bottles double as connectible toys. Created by a father of two sons, Thomas Arndt wanted an organic alternative to the sugary drinks his own children would choose. He worked with scientists at the Cornell Institute of Food Sciences and University of California, Davis, to create an all-natural, organic drink so that children could reach for a healthier alternative. To kick-off the New York launch, Y Water created a health and wellness event at the Hale House Center as part of their 40th Anniversary. “We wanted to create a healthy kids event featuring Karma Kids Yoga, an early education recycling program and an introduction to good nutrition with Y Water,” said Mr Thomas.

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In addition to this initiative Y Water is proud to help NYC downtown schools PS 150 and PS 234, The LAB School, Playful-Design 09 and the Children’s Arts-The Armory. In addition, Y Water is supporting Baby Buggy, Super Saturday for the Ovarian Cancer Research Fund and Sunset ‘09 to benefit Brooklyn Bridge Park Conservancy. Y Water has also participated in high-profile activities including Julianne Moore’s Freckleface Strawberry reading at Bloomingdales, Citibabes, and Ricki Lake’s new webcommunity, My Best Birth. Y Water was the winner of the Best Newcomer at the 2008 water innovation awards. The judges said: “The packaging clearly communicates premium values. Thoughtful, creative, intelligent and truly innovative.”

NEWS 15

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Wahaha claims victory in dispute Chinese beverage producer Hangzhou Wahaha Group claims it has conclusively won its trademark dispute against Groupe Danone. According to Hangzhou Wahaha Group, it is the sole owner of the Wahaha trademark. Sadly for Danone, the Hangzhou Intermediate People’s Court of Zhejiang Province have agreed and in April 2009 delivered the 38th defeat to Danone in a two-year legal battle with its former Chinese partner. Wahaha claims that this latest judgment

Take 5

will dampen any enthusiasm from Danone to wage further legal action and ultimately end the long running feud it has had with the company. It is unclear whether Danone will mount further legal action but it has dismissed the victory claim of the Chinese firm. Danone first clashed with Wahaha in April 2007 when it accused Wahaha founder Zong Qinghou of building parallel businesses to sell the same products made by the firms involved in the joint venture.

Online licensing boost for Vitazest Florida based Triple A Products has extended its cross-licensing deal with Dr Siegal’s Direct Nutritionals to enable its Vitazest pomegranate vitamin enhanced water to be sold on Dr Siegal’s website. Besides providing a major boost to potential online sales, the move enables Vitazest beverages to be marketed alongside the Dr Siegal’s Cookie Diet product range through mail order, telesales channels and over 200 retail outlets across the US where Dr Siegal’s is already listed. As part of the agreement,

the Dr Siegal’s Cookie Diet logo will feature on the labels of both Vitazest’s pomegranate and green tea variants. Last summer, the companies forged a licensing arrangement to trial Vitazest green tea with its lemon and honey variant.

Interview: Lindoya Verão

In previous issues which have looked at Brazilian companies (Issue 52 profiled the firmly established player Águas Ouro Fino and Issue 53 which looked at start-up business Estância e Água da EcoVita), we asked Cesar Dib, CEO of Lindoya Verão, to provide answers to five key questions on his company’s latest activities following the launch of Lindoya Verão Kids last year.

What has the feedback been on Lindoya Verão Kids since its launch last year?

How did your small pack bottled water products fare in 2008? Traditionally, the 50cl is the biggest selling pack in our product portfolio, ahead of 1.5 litres, 30cl, and 5 litre formats. It is also interesting to note that we are ranked within the top ten largest water companies in Brazil in terms of bulk water products (10 litre formats and above).

Being an innovation in the Brazilian market, the 24cl bottle of Lindoya Verão Kids has been warmly received and has achieved success beyond our targets. Young women in particular have loved buying the product.

Are children getting the message about the need for hydration in a clear and consistent manner in Brazil? New laws being introduced in some Brazilian states now forbid the sale of ‘junk food and drinks’ and instead promote healthy nutritional snacks and beverages. This has encouraged more bottled water to be sold in public and private schools which, in turn, has made parents more aware of the need for their children to keep properly hydrated and

Are you investing heavily in marketing activities currently?

Cesar Dib to choose water as a healthier drink to consume.

We have been engaged in substantial abovethe-line marketing activities within the past 12 months. We have sponsored many sports activities and fairs (marathons and

gym events), medicine and health congresses, fashion events (producing labels in co–branding), and in the past year we have also launched e-business on our website, advertising on other important portal sites and activated e-mail marketing.

Lindoya Verão already produces sparkling water, fitness water and a line for kids, so what else is in the pipeline? We have a project underway, but we can’t reveal any more details. When it is completed in the near future, we will shed more details. So watch this space. If you’d like to partake in Take 5, please contact bill.bruce@zipublishing.com

16 NEWS

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High growth in Monrovian firms

he number of mineral water companies in the Liberian capital of Monrovia has risen to over 40, according to the local media reports. The proliferation of mineral water companies in and around Monrovia has raised eyebrows from companies already operating within the market. Established players recently organised an emergency meeting to discuss the situation and to form an industry association to provide consumers with

more information about their products in the market. These companies also want to ensure that best practice guidelines are followed by all bottled water operators to ensure they can compete fairly in the marketplace without sacrificing product quality. Most of the firms in the country produce purified drinking water.

All in the range Lindoya Verão packages its small pack water in clear, lightweight 50cl and 1.5 litre bottles with an ergonomic shape allows for a better grip by consumers. Lindoya Verão Fitness (second from left) has also been launched in a 50cl bottle but it has a dark blue tint. Lindoya Verão Kids (far right) is a pioneer product in the Brazilian market. The bright colours are eye-catching while the small size is practical for easy portability with small hands.

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NEWS 17

21 cost saving technical tips Click here to subscribe

In today’s economy efficiency and cost optimisation is all important, so how can water manufacturers save on costs? water innovation provides 21 top money saving tips from companies around the world - ranging from energy and water conservation, supply chain efficiencies, lightweighting in packaging including caps and closures and important labelling advice.

reducing Energy costs

Atlas Copco suggests energy savings

The largest proportion of the total lifecycle costs of a standard compressor is taken up by energy consumption. Here, John Forman of Atlas Copco Compressors, identifies eight ways for compressor users to maximise energy efficiency: • Ensure the compressor is the correct size • Use air audits to provide a true picture • Match air supply to air demand • Detect and control leaks • Remote control and monitor compressors around the clock

• Keep compressors in top condition at all times • Use compressor generated heat to save energy costs elsewhere • Use an energy efficient air treatment dryer.

Frigoglass EcoCool using less energy “Our new Green solutions offer cold drink availability and increased value,” said Frigoglass Managing Director Mr Petros Diamantides. “An optimised and efficient design, best in class components, as well as intelligent energymanagement systems allow the Ecocool units to be significantly more economical to run. Studies have shown that these new coolers consume up to 50% less energy than units produced ten years ago and use up to 25% less energy than units produced today using conventional HFC technology.”

CCE switches on to energy efficient lighting

Coca-Cola Enterprises is piloting a groundbreaking low-energy light to cut costs and carbon emissions. Around 100 Somar Eluma light fittings have been installed in the Edmonton, north London bottling plant - which handles 750 million litres of drink every year. It’s estimated

Cost cutting by British producers

Jo Jacobius (right), of British Bottled Water Producers, the association representing smaller bottled water suppliers in the UK including Brecon Carreg, Ty ˆNant and Llanllyr, says her members are costconscious as well as being keen to reduce environmental impacts. “Reducing costs often has a positive effect on the environment so the two aspects work in favour of both the business and sustainability.” Opting for lighterweight packaging, smaller labels and consequently less glue used plus reducing the amount of packaging for multi-pack offerings means that seemingly small changes can make an enormous difference in terms of plastic and paper savings. Energy savings often result from this plus some firms are turning to ‘green’ energy which again hits both the ‘green’ and the ‘mean’ targets.

Logistics can make a difference too: aiming to maximise the pallet and vehicle fill and encouraging full load orders reduces the number of drops and distance travelled. Another area for consideration is just a fact: British companies simply have shorter distances to cover in terms of UK distribution - at the same time as helping keep British jobs in rural areas.

Arburg offers energy savings of up to 40%

Arburg Allrounders 470 H and 570 H feature clamping forces ranging from 600 to 3,200kN. Energy savings of up to 40% can be achieved, because in addition to the servo-electric drive and

braking energy recovery, the hydraulic accumulator is also driven with the minimum amount of installed pump capacity and by motors of efficiency class EFF1.

the fittings will cut lighting bills by more than 70% - or almost £30,000 a year - and save 193 tonnes of carbon dioxide a year.

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COVER STORY 19

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packaging solutions

Aetna: Saving film on pallet wrapping

Soft drinks producer AG Barr has seen film usage shrink by 10% following the delivery of two new Robopac Rotoplat 506 PFS power pre-stretch pallet wrappers from Aetna Group. The machines are wrapping drinks from the company’s full product range, including Irn Bru, Tizer, Strathmore and Rockstar, with a capacity of up to 20 pallets per hour. Colin Gransbury, Depot

Amcor Flexibles offers future savings

Mike Carroll, Amcor Flexibles Market Director spoke on cost savings: “Reduction is one of Amcor Flexibles’ key focus points to optimise our and our customers products’ environmental performance. But our focus on reduction is not limited to our products’ carbon footprint. It also includes techniques like down gauging or concepts that allow switching from rigid to flexible packaging to drive

Manager said that the company estimates it will make annual material savings of almost £12,000. AG Barr has four Rotoplat machines in operation at its depots.

additional cost saving opportunities. Changing from rigid to flexible packaging leads to significant packaging weight reduction. Naturally, reduced packaging weight allows the transportation of more products in one truck load, which results in both reduced transportation costs and reduced CO2 emissions as fewer trucks are required to deliver the same quantity of beverages. AquaFlexCan with tear off spout reduces pack weight by up to 80%.”

Rapak proposes the switch to bag-in-box

Rapak claims that significant cost savings that can be made by switching from a large size PET bottle format to bag-in-box instead. Rapak has carried out very in-depth research into cost comparisons between large size bottles and bag-in-box. There are a huge variety of factors that need to be taken into consideration - from the filling process through delivery and storage to reselling costs, usage and maintenance,

and cleaning and disposal. Precise results differ depending on what is being compared - for example 15 litre or 19 litre bottles - but our findings indicate that there are significant savings to be made through the adoption of bag-inbox, delivering an increase of up to 18% in profit for the customer. Brands which have adopted bagin-box solutions which are being served by Rapak include Imsdal, Bad Dürrheimer, Utla, Aqualand, Water for Work and Iglo.

Benefits of multipack carriers emphasised

Ton Hoppenbrouwers (right), at ITW Hi-Cone believes that there are significant savings that can be made by switching from shrink wrap to using multipack carriers. He commented: “The cost savings are calculated based on a total cost view for the brand owner; including procurement, operations and others. Based on the cost of materials, energy, labour, waste, efficiency, capex etc we come to a fairer comparison than only materials. This model is able to make tangible some of the ‘intangibles’ such as the costs of under utilisation or inefficiency based on the differences in systems (for example, cycles per minute vs bottles per minute if we talk about packing the bottles). On top we have the indirect savings in logistics, levies and sustainability by offering lower weight and

volume comparison during the whole Life Cycle Assessment based on the material characteristics. ITW has recently started launching these packages outside the US; but has a decade of experience in the US with major water players such as Coca-Cola (Dasani) and Pepsi (Aquafina) among others.

TULC: water free package for a new era

Toyo Ultimate Lightweight Can has developed a manufacturing process that does not pollute water and dramatically reduces industrial water use and CO2 emissions. Contemporary technology in materials and forming techniques developed by Toyo Seikan Group over its 90 year history gave birth to TULC. The can is a packaging solution that is relatively easy to produce. It can be made by a stretch ironing process which uses no water as it employs dry forming and so does not require coolant.

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www.foodbev.com/water Issue 55 - July · August 2009

Special report - page 33 More advice on labelling

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labelling advice

Cost savings with smarter label papers

Eckhard Kallies (below), of Stora Enso commented: “The economic downturn is forcing brand owners and their packaging suppliers to focus even more intensively on cost control than ever before. We see that the focus is to find more economical solutions prior to committing

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to purchase a solution. This is exactly, where paper comes into play, as fibre based materials offer the most efficient and sustainable long term solution, for packaging and decoration materials.” “We know today, that we have already achieved a cost competitive advantage compared to filmic materials in many cases. We work closely with brand owners and converters, to strategically convert existing plastic materials towards fibre based solutions. By doing this, we always consider a life cycle approach and without any doubts, paper materials offer the most benefits to the industry and the environment.”

Lando pilots ZBD’s epaper labelling

“We expect to make significant time and cost savings as a result of using epops,” said Mr Benetollo, Lando’s IT Manager, before continuing: “The solution is ideal for us to update provenance information, which we need to do frequently and quickly. We no longer need to print a new paper label and then replace the labels at the point of

purchase. We can now update this information almost instantly.” David Rogers, VP, Sales & Marketing for ZBD said: “We are seeing a lot of interest from Italy at the moment as existing users of first generation electronic shelf labels and paper tags look to replace their outdated systems with a more innovative and capable solution that will save time, money and improve customer experience.”

COVER STORY 21

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lightweighting initiatives

Pepsi’s Eco-Fina - 50% less plastic

Aquafina brand bottled water comes in the new Eco-Fina Bottle, the lightest 0.5 litre bottle of any US bottled water brand in the market, according to PepsiCo. At a weight of just 10.9g, the

Eco-Fina Bottle is made with 50% less plastic than the 50cl Aquafina bottles produced in 2002, eliminating an estimated 75 million lb of plastic annually. In addition to lightweighting the 50cl bottle, Aquafina is driving additional environmental benefits by producing the package right at Aquafina purification centres where filling occurs and by eliminating cardboard base pads from EcoFina Bottle 24 packs, contribute to saving 20 million lb of corrugate by 2010.

Reduced-weight PET bottle for TalkingRain

TalkingRain Beverage Co. of Washington, USA, has reduced the weight of its packaging through the use of a hot fill 20oz PET bottle from Graham Packaging called the G-Lite bottle.

enhanced flavoured waters TalkingRain produces for co-branding with one of its major customers. According to TalkingRain CEO Doug MacLean, the decrease in plastic resin used in the bottle equals a cost reduction of nearly 5% - which he describes as meaningful savings. It also weighs 250lb less per truckload and the bottle is fully recyclable.

The bottle, which features a thinner base than traditional hot-fill containers, will be used for the vitamin-

Husky: high output - lightweight bottles

Husky has worked on a lightweighting project with a leading global bottled water company helping them achieve a 15% weight savings on a bottle which will save a total of 1.3 million kg of resin annually.

Husky Injection Molding Systems demonstrated its HyCAP system, optimised for high output beverage closure manufacturing, at NPE 2009. HyCAP has features to help customers reduce resin costs and lower the operating costs of conversion. The 72-cavity HyCAP 300 was running a lightweight 26ml water closure weighing 0.98g at less than three second cycles. This is a significant improvement from the industry standard for this, part which is 3.5 to 4.0 second cycles on a 1.6g closure.

Sidel saves water and more with Predis

The Predis system from Sidel has many advantages • Great bottle lightweighting potential (2-6g more than with traditional solutions) because there is no thermal stress on empty bottles • No electrical power added: the sterilisation of preforms makes use of the high temperatures which are also required for blow molding the bottles • Minimal use of chemical agents: for preform sterilisation, Predis

only requires 10% of chemical agents used in traditional systems • Lower maintenance and labour costs than a solution with a rinser.

closures - lightweighting

CSI on capping costs

During these difficult economic times, Alcoa Closure Systems International (CSI) is encouraging customers to continue to differentiate and efficiently market their brands, while reducing their operating costs. Jane Haywood-Rollins, Global Marketing Services Manager, commented: “CSI is uniquely positioned to help customers do this through its integrated

closures, capping equipment, and expert technical services.

product, packaging and pricing optimisation.

“Enhancing brand marketability starts with a clear understanding of the end user. CSI conducts ongoing research to gain insight into consumer needs and preferences and then develops caps to suit. CSI recognises that successful consumer packaged goods companies must attract and delight their consumers through

“The ability to market a brand through pricing optimisation is partially contingent on a company’s ability to drive cost out of their operating systems. This can be accomplished in a number of ways including raw material source reduction, optimising transportation costs, and enhancing bottling line efficiency.”

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Bericap: Lightweighting in caps

Bericap’s SuperShorty - the short neck PCO 1881 won a WorldStar 2008 award. Changing from PCO1810 to PCO1881 reduces pack weight. In the CSD pack the neck weight is reduced from 5.05g to 3.82g. Weight saving is over 2g for neck and closure - saving resources and output of CO2. All SuperShorty variants have a Double Seal so that even unscrewing at speed gives no blow off, even in hot

climate conditions. The original SuperShorty range has been extended with the SuperShorty Eco a low weight alternative. Variants for aseptic and hot fill complete the product range.

Corvaglia short neck closures Corvaglia

As a result of the enormous material savings involved, the new PCO 1881 short neck is making serious inroads in the market, taking over from the PCO 1810, mainly in the CSD and beer sectors. Sports and wellness beverages, bottled in PET bottles and using a sports cap, are now latching onto this trend, as several big soft drinks companies supplying

discount retail chains have already started the change-over to the new neck-finish. Corvaglia Closures Eschlikon AG, has a multi-cavity mold tool in operation, producing three piece push-pull sports caps with the 1881 short neck finish. This high capacity tool enables Corvaglia Closures to assure continuous, highest quality supplies to their customers starting PCO 1881 bottling activities.

Collaboration offers its advantages

The combination of Corvaglia’s Break Then Leak technology with lightweighting capabilities resulted in one of the safest and lightest weight closures on the market. The proprietary technology uses a tamper evidence feature that helps to support the neck finish during closure removal. This ensures the tamper evident band is broken before the seal is released. When compared to the industry standard of 2.1g in China, Corvaglia’s HDPE water closure weighs in at just 1.7g. In addition to providing superior tamper evidence protection, these closures save a total of 0.4g per unit, resulting in a 19% cost reduction from resin savings alone, in addition to reduced conversion cost due to improved output rates.

as the auxiliary equipment suppliers. By taking a complete system approach, a much more effective solution was achieved, as opposed to simply combining individual elements of the workcell. For example, the routing and sizing of mold water cooling lines was optimised, as well as the controls interface that protect the mold slides. In addition to the injection molding machines and hot runners, Husky also provided the system integration including the mold, a cap cooler and a 100% visual part inspection with Polaris Control centralising the entire injection molding system.

One of the reasons for the exceptional performance of this system was the close co-operation between Husky, the closure designer and mold maker, as well

supply chain effectiveness Nestlé Waters taps ID Systems for supply chain efficiencies

ID Systems, a provider of wireless vehicle management systems (VMS), has recently implemented a PowerFleet VMS for Nestlé Waters North America. The system is being deployed at two sites initially, with expansion planned to more than 100 sites globally based on expected system benefits. “Nestlé has a culture of innovation and initiative, and Nestlé Waters continuously seeks new ways to improve our supply chain operations,” said Chris Lyon of Nestlé Waters North America’s National Fleet Services group. “Wireless vehicle

management for industrial trucks is a technology that we intend to further explore in our enterprise to maximise the safety, efficiency and productivity of our material handling activities.” Wireless Vehicle Management Systems are designed to improve supply chain productivity by establishing accountability for the use of equipment, ensuring equipment is in the proper place at the right time, streamlining material handling work flow and providing unique metrics on equipment utilisation. A wireless VMS also helps reduce

fleet maintenance costs by automatically uploading vehicle data, reporting vehicle problems electronically, scheduling maintenance according to actual vehicle usage rather than by calendar or manual data entry and helping determine the optimal economic time to replace equipment, I.D. Systems points out. Peter Fausel of I.D. Systems’ stated: “The system we are implementing for Nestlé Waters is tailored for its corporate needs, including an enterpriseoriented, browser-based software architecture.”

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COVER STORY 23

Caring for the planet

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Sustainability is such a broad topic, it is difficult to know where to begin to discuss how our industry behaves in a responsible manner. Here we sample just a few case studies of what bottled water companies and their supplies are doing to lessen their impact on the planet.

he 2009 beverage innovation awards will praise some of the year’s major sustainability initiatives from packaged water industry players as well as producers of beverages such as juice, energy drinks and soft drinks and the suppliers to these companies. The winners relevant to our industry will be featured next issue. In this issue, we briefly look at a broad range of environmental and ethical initiatives. And in this report specifically, we look at ecological activities undertaken by businesses.

water innovation has looked at lightweighting many times before but it is worth mentioning again the fact that lightweighting not only reduces consumption of PET resin but increases productivity and performance, maximises production cycles and, of course, satisfies consumer demand for sustainable development from manufacturers.

water can get, with Krones and PET Engineering touting concepts with as little weight as 6.6g. Today, the average 50cl PET bottle for non-sparkling water still weighs over 15g, so that’s quite a significant reduction. Notwithstanding the technological triumphs delivered by all these lightweighting activities, Nestlé Waters North America adopted the technology from Sidel, rebranded it as Eco-Shape and delivers bottles for NWNA regional brands such as Arrowhead, Ozarka, Deer Park and Poland Spring weighing less than 12.5g - one of the lightest bottles available in the US market. By the end of 2009, the company is committed to delivering a 50cl PET bottle weighing less than 9.9g which should ensure Nestlé Waters stays in a ‘Best in Class’ lightweighting position in the US until 2010. The beverage innovation awards programme will also showcase a number of companies looking to break the mold by using alternative forms of packaging too.

Sidel from France, Krones of Germany and PET Engineering of Italy have been at the forefront of demonstrating how light 50cl bottles for packaged

CannedWater4Kids is one such example of a charity water using an aluminium beverage can as its form of packaging. Last year, Llanllyr Water in the UK began producing water in cans too. Of course, cans are perceived by consumers in some markets as being a sustainable

Nestlé‘s Chairman Peter Brabeck-Letmathe recently emphasised that if we continue to treat water as a commodity without any price, the world will run out of water long before we run out of oil. The packaged water industry is playing its part to minimise raw material use as well as reduce the amount of water and energy used in manufacturing and lessen unnecessary ‘food miles’ and carbon dioxide emissions. Many of these measures are actually economic imperatives for any business to run efficiently let alone to meet their obligations to protect the environment. Nevertheless, many companies in the packaged water industry appear to be going that extra step to ensure the environment doesn’t suffer at the hand of an ambitious business growth strategy.

alternative to PET packaging despite the fact that PET bottles are fully recyclable where facilities and recovery systems exist. According to Eaux Vives Water, aluminium bottles could also be the future of the beverage packaging industry. The company is the first in North America - and as far as we know, the world - to provide spring water called Eska in aluminium bottles. For other entrants of the competition, cartons provide a sustainable alternative to plastic bottles. Tetra Pak’s Tetra Prisma Aseptic carton has been the basis for several recently launched products around the world which could prove to the majors that paper board sourced from sustainable forest sources are worth considering as a viable option to PET. For example, Just Drinking Water from the UK has introduced Aquapax which has benefited from a revamped pack in March 2009.

When looking at plastic bottles, there has been considerable media attention given to the possibilities of PLA (Polylactide Acid), a biopolymer made from natural sugar or starch products, in view of the volatile crude oil price and the evidence that the increased use of fossil fuels has resulted in adverse climate change. The stretch blow molded PLA bottles of Primo Water or Naturally Iowa (US), Good Water (New Zealand), CoolChange Water (Australia), Sant’Anna (Italy) and many more have initiated increasing interest from the PET and beverage industry. For those brand owners who remain unconvinced of the PLA technology as something which cannot offer enough scalability, efficiency or feel it is too difficult to recycle or has a very short shelf life, biodegradable PET may be the answer. In July 2009, Native Water has been introduced. Bottled in biodegradable PET Enso bottles, the packaging uses a compound

24 FOCUS

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marketed as Ecopure which is described by the company as an additive added to the plastic manufacturing process that allows the bottles to be metabolised and neutralised on a microbiological level, breaking down the plastic. Enso claims the Native bottles maintain water the same physical properties and strengths as existing PET plastic bottles yet provide a more shelf stable solution than starch-based PLA materials and oxodegradable plastics. It states: “The bottles are biodegradable in both landfill and compost environments and can also be successfully mixed with standard PET plastic recycling.” Finally, it’s worth mentioning that the shape of things to come could also be more pouch based than bottle led, especially bearing in mind the tendency to lightweight. In past awards programmes, water innovation has paid tribute to environmentalorientated CSR programmes from Coca-Cola Hellenic in Austria - which has always had high standards in waste collection management, Fiji Water, which partnered with Conservation International to receive ‘carbon negative’ bottled water and Icelandic Glacial which successful secured CarbonNeutral status.

Producers perspective Spadel UK emphasises that Brecon Carreg is sustainably sourced in the Brecon Beacons National Park. In 2009, the company began using lighter preforms, which are more environmentally friendly, as part of a continuous improvement programme. For example this will see its 75cl bottles drop in weight to 21g. In addition, the

From left to right: Fly Bottle from PET Engineering, NitroPouch from Krones, and NoBottle from Sidel

Differences in opinion

ifferent perceptions of sustainability by brand owners, retailers and policy makers let alone consumers will need to be addressed, argues the PackagingCommunity.

Sustainability plays a role in 70% of today’s packaging decisions, according to a survey commissioned by the PackagingCommunity across nine European countries recently confirmed. The study confirmed that sustainability plays a major role in today’s packaging decisions. Yet brand owners, retailers and policy makers have different perceptions of the key sustainability criteria in relation to packaging and their relative importance for the decision-making process. For brand owners, environmental criteria have today taken the lead ahead of economic criteria, when evaluating the importance of the various sustainability criteria in relation to packaging. As the survey revealed 57% of respondents say that the sustainability challenge has an important impact on their decisions, a further 12% said it was of average importance. Among retailers, the relative importance of traditional packaging, economic and environmental criteria are relatively balanced. Around 34% of the retailers interviewed admitted that the environment was a marketing tool, and 25% of them stated that the sustainability challenge would lead them to use less packaging. This is obviously in contradiction with the considerable pressure they’ve been putting on brand owners regarding the environmental friendliness of the branded goods they accept to distribute. As expected, policy makers put the maximum focus on environmental criteria when considering the sustainability criteria for packaging. Over 22% of the policy makers in the survey sample claimed that sustainability was no longer a marketing tool, but a utility. Yet the figures show they do not neglect to take into account - even if to a much lesser extent - traditional packaging criteria, economic criteria and also consumer health considerations. The survey has provided a representative view of which criteria decision-makers associate with packaging and sustainability, which are too often reduced to just environmental criteria. When it comes to judging packaging in relation to sustainability, the factors which rank highest in importance in the packaging decision-making process by all brand owners, retailers and policy makers together are: ‘value for money’, ‘environmental friendliness’, ‘reduction of greenhouse gases’, ‘easy/costeffective disposal’, ‘reduction of waste’, ‘low carbon footprint’ and ‘social responsibility’. The research conducted by ITC Research for the Packaging Community focused on France, Germany, the UK, the Netherlands, Belgium, Italy, Spain, Denmark and Sweden.

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Caring for the planet labels have been reduced in size on the 1.5 litre and 2 litre bottles and paper from sustainable sources is being used. The paper weight of labels has also reduced from 85g per squared metre to 80g per squared metre, a saving of almost 1 tonne of paper per year across the 26 million labels used in a 12 month period. In addition, 300kg less glue is used for the labels - a saving by volume of 60% - by changing the adhesive application systems. Logistics are being further improved so that the company aims to maximise the pallet and vehicle fill cutting down on needless food miles. Customers are encouraged to order in full loads to reduce the number of drops and distance travelled. Energy is also a key area for attention. A 19% energy saving

was achieved between 2005 and 2008 and now all the energy used in the bottling facility at Brecon Carreg is sourced from a natural energy source. In terms of land stewardship, the company is a custodian of a substantial part of one of the UK’s most precious assets - the Brecon Beacons Natural Park. The firm is both a landowner in its own right and, along with the Brecon Beacons National Park Authority (BBNPA), is also jointly responsible for the Black Mountain common land, which comprises approximately 21,000 acres around the Brecon Carreg source. Ty ˆNant Spring Water is a bottled water company situated in the West Wales county of Ceredigion which is equally

proud of its environmental credentials. The impressive sustainability programme to reduce its environmental impacts includes woodland development. Ty ˆNant took possession of 200 acres of local evergreen conifer forest due for felling, and is in the process of replacing these trees with more environmentallyfriendly broad leafed trees on an extensive tree planting programme. The replacement of fir trees, which give an acidic drain that can pollute rivers, by broadleaf trees will encourage the local wildlife and improve the environment, pulling in CO2 from the atmosphere whilst providing homes for native animals to live. Besides this initiative, the company has reduced

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packaging, labelling and energy usage. Labelling sizes are kept to a minimum and print coverage on boxes has been reduced. Moreover, between 2007 and 2008, Ty ˆNant reduced its electricity usage by 57% and gas by 39%. There has been an overall decrease in CO2 emissions of 54.1% in the same period. Ty ˆNant made the decision to blow their own PET bottles as their distinctive design means they are difficult to process and label. Also, by blowing bottles inhouse the need for lorries to transport bottles to the site has been eliminated. Ty ˆNant keeps 12 lorries off the road by having just one lorry bringing 750,000 preforms to the site.

Trip the light fantastic Although cost is now public enemy number one for drinks businesses, sustainability continues to drive boardroom agendas in the industry. water innovation talks to Jane Gorick, Managing Director of the UK arm of one of Europe’s largest pallet pool operators, LPR, about the pallet sector and how it can support the beverage sector’s environmental objectives.

orking with bottled water brands from Coca-Cola, Unicer and SCC among others, and delivering drinks throughout Europe, LPR is in a unique position to be able to see where the supply chain can be more efficient and sustainable. Pallets are an essential part of a drink manufacturer’s operations - in fact for anyone who needs to move large amounts of goods. It is a common misconception that pallets are a cheap and throwaway commodity. In fact, they are an expensive piece of kit that is been precision engineered to withstand the rigours of the supply chain. Although estimates vary, there are probably more than 350 million pallets operating throughout Europe at any one time. The pack horse of the supply chain, pallets get goods

from factory, to distribution hub, to store. “Logistics can be on the periphery of a manufacturer’s concerns when it comes to running the business, but it actually has a crucial role to play in going that final mile and keeping the shelves stocked with your goods,” says Gorick. “There are opportunities to develop

Products from Unicer and SCC

practices that help to save costs and improve environmental credentials - perhaps by reducing empty running or operating more collaborative processes. Empty running is one of the biggest wasteful practices in the logistics sector. In the UK, for example, around 25% of movements are of vehicles carrying empty or part loads. By finding solutions that maximise vehicle optimisation, brands will go a long way to reduce their environmental impact.” Nearly all FMCG products will be delivered on pallets. “Increasingly, retailers are using automated racking systems. These systems are built to handle pallets - that’s why pallet sizes in continental Europe are consistent, as are those in the UK. And it’s in such systems where the need for high quality, precision engineered pallets really becomes apparent. They need to be robust enough to store up to 1.5 tonnes of product at heights of up and over 30 metres. If a pallet were to fail in such a system, it would

Jane Gorick have a catastrophic effect with significant health and safety and cost implications.” Other distribution methods are always being introduced to the market - such as pre-packed and merchandising units that move product straight into store and into the shelving. With drinks some of the faster moving products in the supply chain, dollies are proving successful in getting drinks quickly through the supply chain. However they are expensive pieces of kit and - and as is the case for pallets - asset management becomes essential to ensure they are returned

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back to the manufacturer and don’t become damaged in transit. “Dollies are fulfilling an important role in getting goods to store and supporting in store merchandising. However, when it comes to moving bulk quantities of goods, pallets continue to have an important role to play in offering the most efficient and cost-effective solution,” adds Gorick. So, with pallets an essential factor in the drinks sector’s supply chain, how can manufacturers develop more sustainable options? The traditional pallet model, known as the ‘one-to-one’ involves businesses hiring a number of pallets from a pallet pool operator, such as LPR, which the manufacturer must then return. In such a system there’s a lot of emphasis on the manufacturer to have the number of pallets they deliver returned to them. It’s through this final stage where empty or part loads creep in and additionally they are not inspected for potentially catastrophic flaws. Gorick explains that the oneway-trip system operated by LPR, offers greater sustainability credentials. “There are different pallet models on the market that offer greater environmental benefits, as well as making internal cost savings. The oneway-trip’ means that businesses hire a pallet to transport from factory to distribution centre

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only. We then take on the responsibility for collecting, refurbishing and re-circulating the pallets. The result of this approach means that lorries don’t have to back-haul small numbers of pallets and return journeys can be freed up to secure new, full load business - benefitting all within the supply chain. “This also has important benefits internally. The time taken to manage pallets is vastly under estimated. With larger manufacturers taking thousands of pallets at any one time keeping tabs on if all have been returned from all drop-off points is a massive undertaking, that’s not to mention the time needed to sort and manage the complex invoices. Systems like the ‘one-way-trip’ can help to simplify this, working with existing management systems to reduce the time being spent on the administration of pallets.” Even as manufacturers consider alternative and green methods of distribution, such as rail, pallets will continue to play a fundamental part in getting goods to market. As Gorick has demonstrated, not only are pallets key to keeping the wheels of the supply chain turning, choosing the most effective solution will help drinks brands not only improve environmental credentials, but also save costs by streamlining internal administration.

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Thirst choice for charity Are the brands doing good for others doing well for themselves?

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The growth in the UK’s ethical bottled water segment shows no sign of abating, despite challenging market conditions. This report looks at the insatiable desire to build altruistic water brands and the latest news from some of the segment’s most successful players. It doesn’t seem so long ago that water innovation magazine (then named bottledwaterworld), profiled the launch of Thirsty Planet. How time flies. The brand was unveiled on 22 March 2007 by Waterbrands, a company also responsible for the popular British bottled water brand Harrogate Spa.

younger consumers and help to impress retail buyers to further expand distribution opportunities.

Indeed, Thirsty Planet teamed up with Pump Aid, a charity which builds Elephant Pumps for impoverished communities in Malawi and Zimbabwe which it maintains are simple to use and easier to fix if they break down than many other water pump solutions being implemented by charities in the region. Thirsty Planet was further boosted by celebrity endorsement from pop star Corinne Bailey Rae. At the time of its launch, Waterbrands Managing Director Paul Martin said the backing was very welcome but the brand proposition of Thirsty Planet alone is strong enough to connect with consumers. Yet the young English soul singer’s involvement certainly garnered additional publicity for the fledgling water as well as widens the appeal of the product to

Two years ago, sales orders taken after the first week of its launch – based on sales from over 1,000 supermarket locations including multiples such as Tesco, Asda, Morrisons and the Co-op - the brand had raised over £100,000. By the end of the summer, the money raised by Thirsty Planet is set to surpass the £1 million mark - that’s enough money to deliver 20 litres of clean water every day to 2 million people in subSaharan Africa.

Need for clarity Mr Martin explains that he felt from the start of the project that Thirsty Planet needed to provide transparency. “When we conceived Thirsty Planet we felt that it was essential to let every consumer who bought our product know how much they would be giving to charity at the point of purchase.” Equally important, those who stocked the brand also needed to be told how much money was being raised, how many pumps were created and how many people benefited as a result

A scoreboard in Chester Zoo’s Café Tsavo keeps visitors up to date with donations from Thirsty Planet

so the Thirsty Planet team has continually engaged with retailers and distributors and provided collectives such as individual retail stores with a certificate letting them know they have funded an Elephant Pump. For example, Chester Zoo, which has sold Thirsty Planet in its cafes and kiosks, has to date paid for the installation of water pumps in 16 villages in Zimbabwe, making the zoo an elite ‘gold’ supporter. An organisation reaches gold status when it funds its tenth pump.

Measure for measure For every multipack of Thirsty Planet bought of 8 x 50cl bottles, a fixed donation of 50p is donated to Pump Aid. Meanwhile, the message on pack is powerfully simple: each 50p donation gifts someone in Africa clean drinking water for life. Mr Martin reminds us that some charity bottled waters make claims about the volume of water they can deliver to the poor. For every litre of water such brands sell, the amount of water such brands can generate can vary from one litre up to about 1,000 litres. “Such programmes that measure on the basis of litres sold sound good until you hear how much can be achieved. For example, Thirsty Planet provides at least 30,000 litres to a village for every litre sold as a fixed and guaranteed contribution. In many cases, the amount is much higher than this. However, we have currently chosen to communicate how much money we donate from every pack to buyers.” Clearly, some industry players want to see the amounts being donated by charity water brands becoming more comparable so consumers can make more of an educated choice between the

Paul Martin witnesses the good work of Pump Aid

charity bottled water on sale in Britain. While it’s difficult to see different brands, charities and clean water solutions willingly being scored for effectiveness in the programmes they deliver, a scorecard may soon be needed to cement loyalty in the market.

Cause for concern? Many observers are also critical of the motives behind certain companies becoming involved with charity water brands. Although they are competitively priced against category leaders, most charity water brands sell for a premium. With no extra raw material, production or packaging costs borne by the producer, the premium value applied to the product should go directly to the charity. “Generating money for a worthy cause is one thing, but when the amount of money raised for needy people is trumped by huge profits generated by brand partners you can’t help but worry,” noted Duncan Goose of Global Ethics, responsible for the charity water brand One. Tom Alcott of Frank Water also questions the amount of money

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Harrogate Spa plays host to the UK Bottled Water Conference in November. See page 44

Click here to subscribe being spent on marketing the brand rather than contributions made to charity. He said: “It is good to see so many players in the ethical water market but do you think the ‘Big Four’ are really pulling their weight? Or are they just abusing consumer goodwill and using CSR as a PR exercise to increase sales?” Mr Alcott’s comments are aimed at Danone Waters (UK and Ireland) which has invested £3 million in a celebrity-backed campaign to provide water for impoverished communities in Africa called ‘1 litre for 10 litres’. The activity will run for a minimum of three years, and to date, over 1.4 billion litres has reportedly been donated through the international programme. “Advertising is not problematic so long as it is managed in a responsible way,” a spokesperson for Danone Waters told water innovation. “It is important to generate growth for a brand through marketing and any additional revenue from such a campaign will ultimately result in more donations for charity.” “While cynical consumers may question the motives behind companies becoming involved with charity water brand initiatives, it is clear that such initiatives resonate well with consumers,” highlighted an analyst at Zenith International. “The bottled water industry has recognised the virtues of ‘selling well and doing some good’. Whether this is distrusted by some consumers, it is clear that many individuals within the industry care passionately about the causes they support and wish to do their bit for the common good.” There’s no doubt there’s plenty of good intentions around, but the credibility in the marketplace took a knock when news emerged at the end of 2008 that the charity water Belu had not achieved a pre-tax profit since being set up in 2004. The firm

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has yet to supply a value for the donations to date although the brand team have claimed that at least four clean water projects - in India, Mali, Madagascar and Bangladesh - have received wells and hand pumps providing water for more than 40,000 people. A Belu spokesman said that the company had realised it would take time to become operationally profitable and that, to meet its commitments, it has been making donations to clean water projects from trading profit and that its “every bottle you buy provides clean water for one person for one month” pledge had been met with existing projects.

The crunch The downturn in the economy has inevitably hit discretionary expenditure on luxury items. Despite high summer temperatures, the majority of charity water brands have seen volume sales decline at multiples. “Bottled water is a discretionary spend and bigger brands which are able to offer fiercely competitive promotions on multipacks are picking up volume at the expense of charity waters. Consumers at multiples are trading down and buying own label water or choosing not to buy bottled water at all,” confirmed Mr Martin. Thirsty Planet is focusing on developing sales of its single pack format given that single bottle growth has been bigger then multipack decline in recent months. The brand is now being stocked by First Choice Airways and Thomson Flights as well as B&Q and notched significant accounts on single bottles in a number of sectors including catering and vending with schools and local authorities. Notwithstanding, there is an established charity water brand - and to be even more precise the foundation associated with the brand - that has been consolidating its position

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Thirst choice for charity Click here to subscribe in the market in spite of the fierce competition and the recession in the UK. Before the Co-operative Group decided to support the One Foundation, Global Ethics’ One water brand had been making slow but steady progress in the market. However, by October 2008, the Co-operative Group had donated over £500,000 with an

additional £350,000 predicted by the end of 2008, to The One Foundation through sales of Fairbourne Springs. By 2010, the retailer hopes to raise enough money to fund 400 PlayPumps roundabouts for the charity.

Future outlook The small pack ethical water brands in the UK performed well

in 2008, in comparison to the overall bottled water market, and brand owners should therefore remain upbeat about the future. Analysts suggest such products are likely to perform even more strongly when an eventual upturn of the domestic The UK’s best-known charity brands economy materialises.

Yes we can! Barrack Obama’s signature Presidential campaign slogan, ‘Yes We Can’, could easily be replicated today by the swathe of ethical water brands being introduced in the United States, particularly Cannedwater4kids. water innovation reports.

reg Stromberg has had an infatuation with cans for over 30 years. To give you an idea of how deep-seated this passion is, Mr Stromberg has even licensed the patent and manufactured ‘the amazing flying can’. The move followed a discovery by aeronautical engineers that if you sliced off the top third of a 12oz you could produce a cylindrical airfoil which could allow any person to throw the customised can nearly the length of a football field. One American newspaper reporter quipped: “Greg Stromberg cares more about aluminium cans than your average Joe Sixpack.” However, Mr Stromberg found a new use for the humble can.

If it works, it will fund projects to purify water for children in developing nations. He has created Cannedwater4kids, the first non-profit charity water brand packaged in a can as far as we know. Given his passion for aluminium beverage cans and his career in the canning industry, the packaging seemed the ideal choice for an ethical water brand, according to Mr Stromberg. “The can chills faster and stays colder longer than any 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.” Cannedwater4kids is supported by INX International Ink (which helped ensure that the detailed ink design on the label was possible), as well as Cold Spring Company, TooBee International and the International Metal Decorators Association. When it came to creating a purified water which could ask questions about why so many of the world’s population didn’t have access to safe, clean water and to help contribute towards creating more adequate water supplies, Mr Stromberg views couldn’t be simpler: “Success comes in cans, failure comes in cannots.”

You can follow the company’s progress in the 2009 beverage innovation awards. Cannedwater4kids is one of the entries in the Best Ethical Initiative category.

A round up of more new charity waters Stateside Project 7 Other recent introductions in the US market include Project 7 which is the brainchild of Tyler Merrick. Project 7’s goal is to bring to market everyday products - the first of which is bottled water - that consumers can easily purchase in order to effect change across seven areas of critical need in the world today. The company has

already rolled out a range of bottled water to promote social change in seven variants: Build the Future; Feed the Hungry; Heal the Sick; Help those in Need; Hope for Peace; House the Homeless; and Save the Planet. The company pledges to take more than 50% of profit from its products to create a community piggy bank that will accept applications from non-profits that benefit one of the seven

causes, eventually selecting three finalists for each. Project 7 will then invite consumers to vote online for the organisation within each area that will receive proceeds collected from consumer purchases throughout the year. Regardless of sales during its first year, Project 7 has committed to donating $15,000 to non-profits supporting each of the seven areas of critical need,

totalling a minimum donation of $105,000 in 2009.

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A round up of recent charity water launches Stateside Cause H2O US based CauseH2O Beverages has produced an eponymous charity water to give busy young professionals an outlet to contribute to their community and to demonstrate that every choice to purchase a beverage, can have a positive impact to

O.N.E. Water This summer, Los Angeles-based O.N.E. World Enterprises has launched O.N.E. Water, which it claims is a sustainable alternative to plastic bottled water which serves charitable endeavours. The founders of the product, which already produce a commercial range of fruit juices sold for profit including O.N.E. Coconut Water, has committed to donating 100% of the proceeds of O.N.E. Water to a variety of non-profit organisations. “We pride ourselves on being a socially and environmentally responsible company, and are extremely proud to offer consumers an alternative to plastic bottled water,” said Rodrigo Veloso, founder and CEO of O.N.E. Each year, O.N.E. will select 10-15 non-profits to receive the funds from the sales. The list of charities is far-reaching and ranges from disaster relief to cancer research and education. Consumers are invited to get involved by visiting the O.N.E. website to vote for their favourite charity. Sold in 16.9oz Tetra Pak cartons, the water is sourced from the Blue Mountain plateau of eastern Canada.

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the community. Cause H2O donates 100% of the net proceeds from each bottle sold to the Canadian Breast Cancer Foundation - Prairies/NWT Region. Our 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. Our goal is to raise awareness and financial support to local community organisations in order to facilitate research and education on their issues,” according to CauseH2O founder Rahim Adatia.

Are you up to speed with communication both internally and externally? Zenith International Publishing offers a comprehensive range of publishing and creative services to increase awareness of your products and services to your potential and existing clients; or to communicate internally to other parts of your company in a way that will unite and inspire employees to do their best work.

Communication is a powerful tool, and we have the expertise to take care of all your communications needs, either in print or online. From leaﬂets to glossy brochures to e-newsletters and bulletins, our talented team of designers, journalists and web managers have all the skills necessary to provide a professional, worry-free service.

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Zenith International Publishing publishes ﬁve print magazines, and produces the fastest-growing website in the food and drink sector.

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Let us take care of your contract publishing needs, call Bill Bruce on +44 (0)1225 327857 or email bill.bruce@zipublishing.com to discuss how we can help you Top image: © Ivan Mikhaylov | Dreamstime.com; bottom image: © Kitchner Bain | Dreamstime.com

Not just a pretty face

When it comes to bottle labels, what is going on the inside can be just as important as what is going on on the outside, with factors such as removability, recyclability, strength and cost also coming into play. water innovation brings you the most recent technological developments and ranges, as well as a showcase of the latest label designs chosen by brand owners.

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Page 34 The latest solutions from the leading labelling companies

Page 36 Showcasing design winners

Page 37 Before and after gallery to show labelling enhancements

漏 water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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SPECIAL REPORT 33

Not just a pretty face

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Environmentally friendliness, shelf impact, printing results and high performance are all important considerations for labelling companies such as Brigl & Bergmeister, CCL Label and Stora Enso. Medina Bailey reports on their latest solutions.

What goes around comes around Drinks bottles for water and soft drinks are increasingly sporting labels that go round the entire cylindrical body of the bottle. This means that manufacturers are opting for cut-and-stack or directly reel-fed wraparound labels, which offer more space for brand communication and product information. Labelling firm Brigl & Bergmeister (B&B) has extended its label range for these applications by adding two more label papers to its NiklaPET 80 gr product range.

NiklaPET Web 65 gr Designed for: Reel-fed labelling Benefits: Users can perceptibly reduce packaging material by using this paper as it offers a weight reduction of around 20% in comparison with other label papers. The material is also fully recyclable after use and biologically degradable in just a few weeks. The most important factor for drinks manufacturers, however, is that consumers

and the penchant for an ecofriendly lifestyle, in line with approximately 30% of all LOHAS (Lifestyles of Health and Sustainability) consumers being guided by this trend when it comes to making purchasing decisions. NiklaPET Rec is aimed specifically at this type of market segment, with ‘Rec’ standing for recycling.

will respond well to this label material as it is an effective brand communicator.

NiklaPET Rec 80 gr Designed for: Cut-and-stack and reel-fed labelling Benefits: This label’s fibre composition follows the trend for using recycling fibres as closely as possible, provided the criteria is technically compatible. The material is made up of one third post consumer recycling fibres, one third production waste fibres and one third PEFC certified cellulose. It offers a graded wet strength that is both technically and ecologically viable and manages to convey the brand image of the drink at the point of sale and point of use. These two new papers now fill the gap in B&B’s label range for PET wraparound labelling. For years, NiklaPET 80 gr has been the label paper provided for this application. This product has

proved successful for cut-andstack wraparound labelling, particularly with large PET bottles. The market for separate labelling technology, ie reel-fed labelling, has developed to such an extent that it is now large enough to warrant an even more economical version, hence the clear weight reduction. The firm claims that it also took into account the changing values in society

The label papers range, including the new NiklaPet Web and NiklaPet Rec, aim to assist each stage of the ecological cycle, from processing to use and recycling to the end, that is, right up to end of the life of the product. The NiklaPet line for PET bottles meets the demand of being biologically degradable in just a few weeks. According to B&B’s Head of Marketing, F Tschoggl: “The cradle-to-cradle principle goes far beyond the capabilities of life cycle assessments, balancing performance in advance. We’ve learnt this principle from nature.”

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Making an impact In 2008, Hassia Mineralquellen’s marketing department decided to change its premium brands Bizzl and Rosbacher from paper labels to CCL Label’s pressure sensitive

labels. The German drinks company, which produces water and CSDs for 12 different brands, required labels for returnable bottles, so they opted for the WashOff range. The labels were reverse printed in gravure to protect the surface. Their transparent design enables consumers to see through the label

and look at the content of the bottle. The labels are also removable in industrial bottle washers. According to CCL Label, the main benefits of the WashOff range include: • A fast and clean label removal process, with all adhesive and ink remaining on the label without polluting the washing bath. • Dramatic reduction in water, chemicals and waste water treatment. • Reduced energy consumption. Public Relations Manager for the drinks firm, Verena

Christmann, said that, coupled with the new longneck bottle, the new label has effectively enhanced the product: “It’s a modern, stand out design, which is ideal for the trendy, going out crowd and has made a strong impact on its young target group. “From the very beginning CCL proved to be a reliable and flexible partner fulfilling the demands, which we also make of ourselves as a company.” With the launch of two further products earlier this year, now all 11 of Hassia’s horeca bottles are adorned with the no label look.

Setting environmental standards As labels can impact on how environmentally friendly a product is perceived to be, Stora Enso has developed a full wetstrength label paper containing post consumer waste (PCW) fibre. NeoSet is a one side coated wet-strength label paper which comprises a high percentage of PCW fibres. The new label paper has been designed to provide optimal performance in high speed converting and labelling lines. It should meet all of the requirements of wet-strength label papers that are specifically used for the production of labels for water and soft drink bottles. Produced at Stora Enso’s Uetersen Mill in Germany, the paper is available in a basis weight of 70gsm and optimised for offset printing. “With NeoSet, we respond to the growing interest from brand owners in packaging solutions with further improved ecological efficiency characteristics,” said Eckhard Kallies, Vice President packaging papers. “We improve the environmental profile by replacing a high percentage of

virgin fibre with PCW content. At the same time, print results, labelling performance, as well as final product appearance of NeoSet, are virtually identical to those using 100% virgin fibre materials.” To optimise the product, extensive development testing was carried out on all of the elements of label production, from printing and die-cutting, to labelling and wash-off. The feedback from initial production tests and customer trials was positive. In view of these results, the firm is aiming to increase the PCW content of NeoSet to a maximum level, while keeping technical paper properties on the existing levels. “There is a lot of discussion about how much percentage of PCW content is used in the respective products,” continued Kallies. “Sometimes, even own mill broke is utilised in calculations just to show better recycled fibre content figures. We’re transparent in our message and talk about PCW content in the final product, and don’t include any pre-consumer fibre materials in our calculations.”

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SPECIAL REPORT 35

Designer label Award winning designs from the past and present

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by Nayl D’Souza

Hall of fame Ganic water, Ganic Consumer Products

Tufa Pure, Whitehole Springs

iLove, On Product Publishing

Ganic Consumer Products scooped Gold in the Best Label category of the 2008 water innovation awards sponsored by Stora Enso. The German company’s new range of aroma waters uses labelling which has been designed in accordance with the main strategic positioning of Ganic Water. In a beverage market full of party drinks, the high quality pictures and quality typographic design of Ganic Water’s labelling has significant shelf stand out compared to others in the crowd. The judges felt the clean typography and sophisticated label printing spoke volumes about its quality to consumers.

The label produced by UK based Whitehole Springs for its Tufa Pure spring water brands is stylish, refreshing and good enough to scoop victory in the water innovation awards (at the time called the 2007 bottledwaterworld awards). The company teamed up with Studio Davis on a subtle yet sophisticated design that would communicate the unique mineral content and historical provenance of the spring to establish a new and modern premium water brand for horeca channels and to achieve this by using highly creative labels on a classic stock glass bottle.

Founded in 2004 by two young Australians - Joanna Wojtalik and Alex McKinnon - are behind the patented invention called On Product Publishing which mixes magazine with consumer goods, creating a new media distribution vehicle and making it possible to run advertising or periodicals on virtually any FMCG product. The invention was unveiled in February 2006 with the launch of iLove magazine, the world’s first magazine on a 60cl bottled water sold in Australia. Since that time, On Product Publishing has worked with Virgin, Coca-Cola Belgium and Tetra Pak to develop innovative packs.

Aqua Filette, Fonte Italia

Jupik Aqua, Hoop Polska

Chic, Sociedade da Agua de Monchique

Fonte Italia modified the label for its flagship brand Acqua Filette in 2008. The stylish labelling uses glazed paper labels which are distinguished by Filette’s initial ‘F’ in silver on the wine shaped glass bottle supplied by Saint-Gobain.

Four cartoon heroes feature on the full sleeve label of Jupik Aqua flavoured water for children. The energetic superhero characters have many fun adventures which children can connect with and learn more about on the brand’s website.

A simple yet sophisticated label adorns the bottle of Portuguese natural mineral water Chic. Created by Pedro Novo, the clean design supports the bold brand name without fuss and transmits a clear message to consumers using black and white graphics.

Here and now

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Before and after gallery

ater innovation looks at three British bottled water brands that recently gave their labelling a significant facelift:

Just Drinking Water Design agency SunHouse Creative approached Just Drinking Water to look at a new package design to better communicate the unique Aquapax proposition. Interestingly, the design agency agreed to waiver any design fee in preference of having the SunHouse name and website appear on the side of the pack.

Before

After

Beauty water Works With Water has revamped Beauty, the first British spring water to contain Praventin which is clinically proven to clear acne. Beauty is in the process of being relaunched in two variants with revamped packaging and new names: Help: Clear Skin (f) and (m). The new label changes were orchestrated by Elmwood.

Before

After

Strathmore Scottish soft drinks manufacturer AG Barr introduced a new label design for the Strathmore water brand at the end of 2008 that aimed to build on the brand’s connection to purity, quality and contemporary Scottishness.

Before

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After

SPECIAL REPORT 37

Aqua-tech

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A round-up of technical news

Mobexx all-in-one navigation and tracking system is streets ahead

n-cab mobile computing specialist Mobexx has launched an intelligent transport innovation for fleet operators, which has already won over important customers in North America. The Mentor Ranger fixed-mount computer system provides a one box real-time vehicle information and communication solution, without the need for additional tracking, telematics or mobile phone systems. “The Mentor Ranger system could revolutionise the way European fleet operators run their businesses. This solution

has been hailed a great success in North America. European organisations can now benefit from this costeffective, ground breaking system that will dramatically improve their fleet operations, raising their customer service levels to new heights,” said Mobexx Director Mark Dale-Lace.

Abbeychart hand held refractometer

taying with the service solutions it offers to customers in North America, Mobexx has also launched an intelligent transport innovation for fleet operators. A new hand-held refractometer from Abbeychart accurately measures the concentration of solutions in drinks and food stuffs and will determine the proportion of water. By putting a drop of liquid on the device’s prism and holding it towards a light, the concentration reading appears on a gauge within its eyepiece. The portable unit’s automatic temperature compensation ensures accurate readings in fluids of fluctuating temperature. This refractometer suits solutions such as juices,

beverages and honey, salt water, cleaning or battery fluid and antifreeze. Supplied with a storage case, the unit’s Brix range is 0-32% with 0.2% minimum division and +0.20% accuracy.

PTI develops lightweight, foamed PET bottle blow molding process

lastic Technologies Inc (PTI) has developed the first lightweight, foamed polyetheylene terephthalate (PET) bottle blow molding process. Marketed under the Opti brand name, the process is based on MuCell technology licensed from Trexel Inc. The process enables white or silver bottles to be made without additives which can limit package recycling. Containers have a unique surface feel and tactile traction, which minimises slipping. Blow molds details and embossed logos stand out prominently. The Opti bottle technology can give a distinctive, new, visual presence, while retaining the recycling benefits of a clear PET waste stream. “White Opti bottles provide an environmentally friendly option to conventional bottles which use additives to achieve a similar tint,” said PTI Vice President Frank Semersky. “Instead of being a contaminant to the clear

recycling stream, whitefoamed bottles will mold into a transparent bottle after remelting and subsequent processing.” White, silver, blue and green hues can also be used, along with pastel colours both clear and opaque. Because the foam process adds stiffness, lightweighting of up to 5% is feasible without significant loss of performance. Bottles can also be produced with light barrier characteristics - up to 95% reduction in transmitted light. PTI’s Opti bottle capability is based on using the MuCell micro-cellular foam injection molding technology to mold preforms, details online at www.foodbev.com

38 TECHNICAL NEWS

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International materials handling exhibition (IMHX) 2010

he launch pad for new materials handling products and services, IMHX, will take place at the NEC in Birmingham from 2-5 March 2010, spanning halls 17, 18, 19 and 20. TVH SmartSweep, a unit driven by a standard forklift without a hydraulic connection and in use up to 70% cheaper than a conventional sweeper, will be on display. Edmolift scissor lift PitFree Loloaders will be shown along with fork lifts from Korean forklift manufacturer Doosan. Mobile weighing specialist Ravas will be introducing its new generation of scale forks for lift trucks - iForks - at the exhibition. The product is the first completely wireless scale forks system for fork-lift trucks. Manufacturer of pallet inverters,

Poland’s Tymbark chooses Seaquist Closures’ Original Polish drinks company Tymbark has recently launched an innovative beverage dedicated to young consumers. Kubus´ Waterrr is a spring water with added fruit juice and is available in three flavours: apple, lemon and strawberry. Thanks to aseptic production, the drink contains neither preservatives nor added colours. Waterrr has been introduced to the market in an attractive fully sleeved 50cl bottle, capped with Seaquist Closures’ Original Sport Cap in a 30-25 neck finish. The handy bottle can be easily carried around during school and leisure activities. Furthermore, the closure, equipped with the SimpliSqueeze beverage valve which prevents the product from being accidentally spilled when toppled.

tippers, stackers and destackers, Payne Pallet Inverters Ltd, will be giving live demonstrations. Automated handling solutions supplier Knapp UK Ltd is planning an exciting interactive experience for its stand in hall 20. Other exhibitors include cranes, conveyors and monorail supplier Niko Ltd, Transom Engineering electronic control solutions, Stertil Stokvis dock levellers and Bibby Leasing.

www.foodbev.com

The Original 30-25 retains the same characteristics and functionality which have proved so successful in the 28mm version - high transparency PP for the outer body and comfortable mouthpiece in organoleptic PE. An active hinge ensures the closure flips back wide open for easy drinking. The closure is easy to open and close for children, yet provides the tight seal and tamper evidence features to guarantee product integrity. The SimpliSqueeze silicone beverage valve has been specially developed to float and be separated in the sink tanks used for PET recycling. It is also coloured for detection by vision systems. Any risk of contaminating the PET recycling stream is therefore eliminated.

New metal detector scans products with ultra-high accuracy

roducts can be checked for metal contaminants with unprecedented sensitivity with the new THS/MS21 metal detector from Constant Instruments. With a sensitivity up to 30% higher than for earlier models, the instrument can detect contaminant particles at high speed even in difficult, highly conductive products. “The previous instruments in our range already had unequalled sensitivity, but the new multi-spectrum models provide inspection standards until now only seen in the pharmaceutical industry,” said Constant Instrument’s Managing Director Leslie Hunt.

The THS/MS21, which is manufactured by Italian metal detection specialists CEIA SpA, meets all HACCP and GMP criteria and is fully compliant with FDA 21 CFR Part 11 regulations. Non-magnetic as well as magnetic metals can be detected, including high grade stainless steel. When a contaminant is identified the unit triggers immediate ejection of the product. The data relating to each detection and ejection are stored in an events

memory. This certifies production quality, the inspection itself and the programming operations, as well as the necessary periodic test phases using standard test samples. The detector constantly monitors its detection characteristics, allowing continuous compensation for any variations arising from environmental factors. The detector also has an exclusive Autolearn feature, which optimises detection

sensitivity for maximum speed and precision - equivalent to hundreds of conventional learning transits.

www.foodbev.com/water Issue 55 - July · August 2009

TECHNICAL NEWS 39

Global Bottled Water report 2009

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The most comprehensive analysis of global bottled water trends, this Zenith report provides a global overview, country rankings, and full market segmentation.

Thumb’ Up for San Benedetto in Spain

gua San Benedetto in Spain has used Bericap’s Thumb’ Up sports closure 26.7mm for its Fuente Primavera agua mineral in 33cl and 50cl bottles.

• Data 2003-08 • Forecasts 2009-13 • Still vs sparkling • Small pack vs bulk • Regional commentary • Company activities • Product launches

Krones adds NitroHotfill process

rones’ new NitroHotfill process offers a financially interesting alternative to conventional hotfill processes.

Krones’ in-house expertise in bottle design and stretch blowmolding technology has now enabled a concept familiar from other applications to be used for a PET hotfill process as well. NitroHotfill rounds off the choice of systems available, so that Krones can now provide the best solution for each and every filling application involving sensitive beverages. Process control is based on the newly developed ‘RelaxCooling’ (RC) concept, where the installation of a nitrogen injection dosing feature just before the capper creates a positive pressure of 1.5 to 2 bar inside the bottle. The positive bottle pressure compensates for the shrinkage in product volume downstream of the recooler, thus preventing any bottle deformation due to underpressure. This means the panel design hitherto required to compensate for the vacuum pressure with hot-filled products can be dispensed with.

For more information, visit www.zenithinternational.com or contact Gary Roethenbaugh +44 (0)1225 327900 gr@zenithinternational.com

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The process can be utilised for the bottle production process in the Contiform H, which also enables aluminium molds to be used, and reduces the machine’s air consumption dramatically.

The most affordable option for hot-filling in PET The Krones NitroHotfill technology scores in terms of material savings with the PET bottle itself, with reduced blow-air consumption, enhanced performance in the stretch blow-molding process, and increased output from the line as a whole. Depending on the preform and bottle material being used, and the differing as-is parameters such as filling temperature, bottle shape, and stipulations for bottle design and closure, material savings of up to 30% can be achieved. The RC technology also enables the Contiform H’s flushing air consumption to be substantially reduced. This is the result of a small flow rate and a shorter flushing time. Air recycling with the Air Wizard IV helps to reduce air consumption still further.

The closure was selected for its technical, ergonomic and safety advantages. The cap is made of two parts assembled under clean room conditions at Bericap France to minimise contamination. The overcap and the body of the closure are connected with a strong hinge, which withstands a tractive force of 90 Nm. It is therefore also a safe solution also for children's drinks as the upper part cannot be swallowed. Complete with tamper tear off band, closures are available for all neck sizes between 26mm to 38mm and are suitable for cold fill aseptic applications.

The NitroHotfill process offers the most affordable option for a PET hotfill process. The major pluses are its beneficial effects on operating costs and the price per bottle. And the option to produce hotfill containers in-house makes bottlers more independent and flexible.

40 TECHNICAL NEWS

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The latest executive moves, calendar of trade shows to attend and event reviews

Appointments TalkingRain hires beverage guru Bill Meissner as president TalkingRain Beverage Company, a natural water and flavoured beverage producer in the Pacific Northwest of the Unites States, has hired Bill Meissner as Company President. Mr Meissner will be leading the company’s North American expansion effort and establishing a brand presence with consumers, key retailers and wholesalers in the US, Canada and Mexico. Mr Meissner’s consumer packaged goods background has

included several leadership roles in marketing, innovation and sales. His career spans over 20 years in the beverage industry with ten years in various executive-level positions. As Head of Brand Marketing for SoBe Beverages and later as Chief Marketing Officer for FUZE Beverages, Mr Meissner helped lead these brands to national prominence and eventual acquisition to large beverage multinationals.

NSF International appoints new VP of marketing NSF International has appointed Elizabeth Jones (right) as its new Vice President of Marketing. In her new position, Ms Jones will be responsible for strategic leadership as well as oversight of corporate marketing and branding, communications and regulatory affairs. She will lead global, multi-channel marketing for business and consumer markets, driving brand recognition and growth for NSF International. Ms Jones has a proven track record of success, spending the past nine years as the Vice President of Communications for Quicken Loans and for

Rock Ventures, an umbrella organisation whose holdings include Quicken Loans, the Cleveland Cavaliers basketball team, wall graphics firm Fathead and other businesses in the financial services, internet technology and sports and entertainment sectors.

Icelandic Glacial hires sales director to boost sales in US Icelandic Glacial has appointed industry veteran Paul Day as Director of Sales. He will be responsible for leading the sales effort in the northeastern US. No stranger to the competitive bottled water market, Day has spent more than 14 years in the industry working for brand and beverage leaders DS Waters

of America and Big Geyser Inc, one of New York’s largest independent, non-alcoholic beverage distributors. Prior to joining Icelandic Glacial, Mr Day held the position of New York Regional Sales Manager with Jana North America, leading the brand to sustained success in the competitive northeast market.

The TalkingRain portfolio of beverages includes actiVwater, twist, Sparkling ICE, airwater, TalkingRain Artesian Spring Water and TalkingRain Sparkling Water. PepsiCo appoints Shona L. Brown, Google’s Senior Vice President of Business Operations, to its board of directors effective 20 March 2009.

Jerrod Blandino, Harley Pasternak, Sophia Bush and Bill Meissner

New executive vice president for Danisco Sweeteners Danish ingredients firm Danisco has named Stephane Constant (right) as Executive Vice President of subsidiary Danisco Sweeteners. In his new role, Mr Constant will also become a member of Danisco Food Ingredients Board responsible for driving the overall strategy for this operating segment. Stephane Constant brings more than 20 years of international experience in business-to-

business from several marketing and sales functions in multinational food chemicals and speciality ingredients groups, including Unilever, Quest International, Dupont-Solae, DSM and Rhodia. Stephane will be reporting to Fabienne Saadane-Oaks in her role as president of Danisco Bio Actives and will be located in Redhill, UK.

O-I announces new president Owens-Illinois (O-I) has selected Jose Lorente (below), a tested leader known for his strengths as a strategic visionary, team builder and effective marketer, to be the new President O-I Europe. He succeeds JeanMarc Arrambourg, whose departure was previously announced.

served as President of O-I’s Latin American region. Under Mr. Lorente’s leadership as Regional President, the Latin American team improved margins, enhanced operational efficiency, brought hundreds of new products to the marketplace and increased its regional market share.

Mr Lorente has most recently

Mr Lorente will drive regional profitability and growth in Europe.

www.foodbev.com/water Issue 55 - July · August 2009

EVENTS 41

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by Medina Bailey

Event preview Going with the flow When: 14-19 September, 2009 Where: New Munich Trade Fair Centre, Germany Website: www.drinktec.com In addition to taking advantage of the world’s largest beverage and liquid food technology trade fair, visitors to Drinktec will also be able to enjoy a full conference programme including the 3rd PET World Congress. Relevant for those interested in PET, companies just entering the PET market and packaging experts, the global conference will cover all aspects of technology and marketing, from pellet to pallet. The 2nd PLA Bottle Conference will also take place during the event with a market overview of the raw

material made from renewable resources, a look at preform and bottle making, high temperature behaviour and barrier issues. The conference concludes with a guided tour of Drinktec on 16 September. The Sweetening Concepts Innovation Platform will be of interest to anyone who wants to find out more about the latest sweeteners available, their characteristics and their potential uses in beverages.

Planning ahead Have you organised your travel and accommodation to Drinktec yet? If not, then Pressplan Travel might be able to assist. The fully bonded IATA and ATOL licensed agency is offering special accommodation and travel arrangements for visitors and exhibitors.

And the winner is... 2009 beverage innovation Awards Gala Dinner When: 15 September, 2009 Where: Ballroom of International Convention Centre adjoining Neue Messe München Website: www.beverageawards.com The 2009 beverage innovation Awards Gala Dinner will be the largest gathering of its type

ever seen in the industry. A unique combination of partners are already lined up to ensure the success of the awards programme and the event. UNESDA, the Union of European Beverages Associations, is partnering the awards for the third year, and the local partner for the event is WAFG, the German Alcohol-Free Drinks Association. Media partners include PETplanet and Euractiv. Drinktec Exhibition Director Petra Westphal explains why the awards and the event are such a good fit. “All parties see the benefit of this combination which will add value to the event. By representing the entire beverages industry, drinktec has a unique selling point as the world’s leading sector meeting place. It makes sense that

An extensive selection of centrally located hotels, ranging from 2-Star to 4-Star to suit all budgets is on offer. All of the recommended hotels have been specifically selected for their high standard of comfort and exceptional locations for easy access to the exhibition grounds. Prices start from *£120/€132 per night inclusive of breakfast, based on single occupancy. (*Sterling prices are subject to currency fluctuation).

If you select a hotel from Pressplan’s list, and nominate your preferred airport for departure and dates of travel, the agency will provide a personalised quotation based on the lowest fare at the time of booking. Flights from all major UK airports, plus ferry and rail travel are available. Early booking is strongly recommended to achieve the best rates.

Danisco on diplay Danisco will be presenting innovative ingredients and enzyme solutions for the water industry at the Drinktec trade fair, which promote health and nutrition and optimise productivity in functional drinks. One of its brands appearing at the show will be Extract4Life. The natural extract umbrella brand offers grape and fermented soya bean extracts, as well as soon to be launched apple extracts. The VivaGrape white grape extracts provide flavoured waters that are rich in antioxidants,

the beverage industry should celebrate innovation in Munich.” “One of drinktec’s strengths is that it is held only every four years,” added Zenith International Publishing Group Editorial Director Bill Bruce. “Visitors see a real step change in the way the industry is responding to the varying demands of the marketplace and setting new trends through innovation in packaging and ingredients. We are convinced that the awards

while preserving the fresh appearance of water. Danisco will be at stand 221 in hall B1.

will reflect the most exciting developments in the industry and we aim to ensure the gala dinner is the biggest ever held in the sector in Europe.” Categories at the awards include brands and products, health and ingredients, packaging, promotion and marketing, and sustainability. Throughout the week long show, beverage innovation magazine’s exhibition stand will celebrate past and current winners and provide a focus for finished products.

42 EVENTS

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by Medina Bailey

Event preview Best of British UK Bottled Water Industry Conference When: 28-29 October, 2009 Where: Majestic Hotel, Harrogate, UK Website: www.zenith international.com/events The annual UK Bottled Water Industry Conference is a two day event incorporating a plant tour, market briefings, industry dinner and conference. After

many years of growth, the bottled water market is slowing and needs new impetus and ideas to regain momentum.

therefore be ‘consumer choice, consumer confidence’ as it aims to address these issues and provide valuable insights.

It is vital that consumers are reassured that bottled water is an appropriate choice for health and value, as well as convenience and purity. Bottled water companies must also rebuild consumer confidence in their initiatives when it comes to innovations and the environment. The theme of this conference will

Highlights for 2009 include insights from top producers, Danone, Highland Spring and Nestlé, customer and consumer outlooks from Water Brands and Scottish & Newcastle, innovative ideas from Elmwood branding agency and GlaxoSmithKline and market analysis from Zenith International.

a plant tour to the Erikli/Nestlé Waters Turkey site in the Uludag mountains. The Erikli and Nestlé Waters’ joint venture boasts a 12% share in Turkey, making it market leader.

opportunities in the Middle East, how to communicate the benefits of bottled water to the public and an exploration of the BRIC countries. Environmental case studies, making cost savings from new technologies, and flavoured and functional waters will also be put under the spotlight.

Workshops on cost efficiencies and international innovation will also be held, encouraging the audience of senior industry managers, suppliers, analysts and the trade press to pool their ideas. The event will also include a tour of the UK’s largest independent converter of PET, Esterform, and Water Brands’ purpose built bottling plant, as well as a Managing Directors’ panel and cocktail reception.

Turkish delight 6th Global Bottled Water Congress When: 10-12 November, 2009 Where: Conrad Hotel, Istanbul, Turkey Website: www.zenith international.com/events The sixth event of its kind, the Global Bottled Water Congress will bring together leading players from the world of bottled water. The three day programme will include

Taking place on Wednesday 11 and Thursday 12 November, the two day conference has a ‘new world, new agenda’ theme. Highlights include a keynote address from the Chairman and Chief Executive Officer - Asia, Oceania, Middle East and Africa for Nestlé Waters, Maurizio Patarnello, a look at

Attendees will be able to take time out to relax and enjoy stunning views of the Ottoman summer palaces, waterside mansions, the old city port of Karaköy, Ortaköy Mosque and Beylerbeyi Palace during the three hour Bosphorus Gala Dinner Cruise. Each year, the congress brings together industry leaders and other senior management for a full overview of the latest global bottled water trends and developments. For 2009, the focus will be on assisting

companies by addressing the pressures of the economic downturn, as well as public concerns about health and the environment. The event will give industry leaders, suppliers, customers and analysts the opportunity to gain an insight into the industry across all continents from top firms in each region, with extra time for informal networking and discussions.

44 EVENTS

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Event listing ISA Water, Wastewater and Automatic Controls Symposium When: 6 August, 2009 What: The Symposium help professionals in the Water & Waste Water Industry understand how automatic control applications effect processing and distribution of water treatment Where: Doubletree Castle Hotel, Orlando, Florida Website: www.isa.org/wwac

Eu’Vend When: 10–12 September, 2009 What: Eu’Vend is a comprehensive communication platform for the international vending sector Where: Cologne, Germany Website: www.euvend.com

Drinktec 2009 When: 14-19 September, 2009 What: Drinktec is the main gateway to beverages and liquid-food technologies and presents all the updated innovations and latest trends in these sectors Where: New Munich Trade Fair Centre, Germany Website: www.drinktec.com

European Private Label Conference When: 23-24 September, 2009 What: A new event exploring opportunities and challenges in one of the fastest growing areas of retail Where: CBI Conference Centre, London, UK Website: www.europeanprivatelabel.com

PPMA Show 2009 When: 29 September – 1 October, 2009 What: The PPMA Show is the UK’s annual showcase for processing & packaging machinery Where: CBI Conference Centre, London, UK Website: www.ppmashow.co.uk

2009 IBWA Convention and Trade Show When: 5–9 October, 2009 What: The convention and tabletop trade show for the International Bottled Water Association Where: MGM Grand, Las Vegas, USA Website: www.bottledwater.org

www.foodbev.com/water Issue 55 - July · August 2009

EVENTS 45

© water innovation 2008. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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Sismatico (UK) Ltd Plumtree Farm Industrial Estate Bircotes, Doncaster DN11 8EW Tel: +44 (0)1302 719738 Fax: +44 (0)1302 719222 E-mail: Duncan.Griffiths@ sismatico-uk.com Website: www.sismatico-uk.com

Over 300 awards entries from 35 countries

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Taste of success for Spadel Click here to subscribe Spadel has picked up an award indicating its bottled water is exceptional in terms of quality, conservation and marketing. But does such an accolade hold water? Dominique Huret of Cape Design, a packaging design and communication specialist which has supported the brand, explains what the award means and why it is merited. Centro Europeo di Ricerca Acque Minerali (CERAM), the independent European centre for European water research based in the Italian city of Naples, recently awarded its first European Mineral Water Quality prize to Spadel, the leading Belgian bottled water company. Rather than being seen as a competition, the newly created European Mineral Water Quality prize from CERAM should be regarded as an important platform to encourage quality and excellence in the drinking water industry. Based on principles set by the European Federation of Quality Management (EFQM), the contest covers all bottled waters available in the European retail market with the central objective of promoting the best quality hydrological resources among them every two years. It should come as no surprise that Spadel scooped victory in the first ever CERAM competition for bottled water. The undisputed market leader

in the Benelux countries has been bottling and exporting throughout Europe for more than 500 years. Indeed, Spadel waters are very popular in Belgium, the Netherlands and Luxembourg and the company’s mineral waters are marketed under three brands: Spa Reine (still), Spa Barisart (sparkling) and Spa Marie-Henriette (lightly sparkling). The award of the prize to Spadel is the result of a comparative scientific study carried out by CERAM’s Scientific Committee composed of industry and university experts. Between August 2006 and 2008, the group studied 18 performance indicators from four categories: intrinsic product qualities; company policy towards natural resource protection; Research and Development (R&D); and the marketing of the product.

In addition to meeting these strict requirements, Spadel in Belgium is proud of two additional characteristics of its waters: their very low mineral composition and the history of the thermal baths in the city of Spa. Indeed, the bottled water Spa purifies the body yet does not add extra minerals. The water contains total dissolved solids of 33mg per litre which is suitable for low sodium diets and consumption by infants. While the high iron content is not kept into the drinking mineral water for reason of taste and clarity of appearance, it is an essential ingredient for Spa’s thermal activities. The healing advantages of iron are well known since Roman times. Last but not least, some Spa water wells are naturally carbonated.

Dominique Huret

Hence, only the Spa Reine is still while the other two variants come out of the wells naturally carbonated although the gas is removed, filtered and reinjected for stability reasons.

Conservation matters The Belgian water company’s water source is located in the Fagne Ardennaise, with

Certified quality To receive mineral water status in Belgium, many conditions must be met as seen below.

Conditions for gaining mineral water accreditation in Belgium Source: FIEB: Royal Belgian Water and Soft Drinks Federation

• The water comes from underground springs, from a pure origin • The spring is protected against all pollution and contamination risks • Bottling operations must take place at the spring • Water composition is stable in time • No chemical and microbiological treatment is necessary • Beneficial effects on human health can be proved • Public health authorities recognise this water as mineral and natural • Multiple quality controls are performed • Every water has a specific mineral composition with a unique taste • Adequate packaging respects water integrity all the way to the consumer © water innovation 2009. Reproduced with the kind permission of Zenith International Publishing, UK - www.zipublishing.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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ONE TO WATCH 49

Taste of success for Spadel Click here to subscribe a protected zone of nearly 14,000 hectares. This is considered to be the largest natural protected land in Europe owned or managed by a bottled water company. Originated from rains and melted snows, the water drains into the soil through a thick vegetation layer, and emerges into a series of multiple springs. Careful environmental protection of the springs is implemented by the business.

Spadel has been bottling and exporting throughout Europe for more than 500 years First, the perimeter of the springs benefit from enhanced protection to prevent from possible risks of modification of the springs. Secondly, only the renewable parts of the water sheets are used for consumption in order to preserve the spring for the long term. Finally, unique water and forest management requirements have been enforced: planting a right balance between trees and thorns, alternatives to snow salt for roads and environmentally monitored car parking zones.

proportion of virgin material to be reused. Additional examples of best environmental practice includes the glass bottle lightweighting programme introduced by the company which has reduced bottle weight by 40%; the large use of greener sources of electricity in its production sites; the rehabilitation of an old production site to its original biodiversity and the use of river based transportation for exports.

Responsible marketing The Spadel group has always committed itself to “responsible marketing practices aligned with leading actual issues.” The fight against obesity and the importance of hydration are supported by a wide variety of bottle formats and a large choice of waters. Spa water products come in a very large choice of formats, packaging types andconvenience options. Corporate Social Responsibility initiatives have not been neglected and include water supply projects in Mexico and Chile. The Spa Foundation also supports scientific research in the field of water.

Finally, the Henrijean Laboratory Institute is a reference for hydro geological competencies far beyond Belgian borders. “For the future generations, it is our duty to protect the original purity of these springs,” says Marc du Bois, CEO of the Spadel Group. “Guaranteeing the original purity of our natural mineral water is a duty towards the generations to come. This is our vision of sustainable development.”

Marc du Bois

Facts and figures Company: Spadel

High emphasis on R&D

Turnover: €254 million*

Environmental protection is high on the agenda of the Spadel Group for more than 100 years. In this family owned group, R&D is also part of their DNA.

Staff: 777*

Back in 1988, Spa was one of the market leaders in bottled water to switch from PVC bottles to PET. For the last ten years, all Spa Reine PET bottles have been manufactured with 25% content of recycled materials. This has enabled a significant

Operational investments: €68 million* over the last five years Spadel portfolio of six brands: Besides the three Spa branded waters in Belgium, Bru in Belgium is dedicated to fine food, while the company also owns Wattwiller from Alsace, Germany, and Brecon Carreg from Wales. *2007 data

50 ONE TO WATCH