Issue 57 | Water Innovation by FoodBev Media Ltd

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Six and the city New York’s globetrotting glacéau vitaminwater on launching six variants in 57 cities

The most trusted source for packaged water industry news Special report

INSIGHT

Filling technology

Trendspotting in 2009/10

Global Bottled Water Congress

Turkish delights in Istanbul

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Issue 57 - November · December 2009

Making a bigger splash in 2010 WATER innovation

announces 15 exciting categories Entries open in February

Presentation at 7th Global Bottled Water Congress, Gleneagles, Scotland in November

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Inside this issue 5 6 8 10

19 42

46 47

Springboard

Editor Medina Bailey dons her spacesuit and looks forward to 2010.

COVER STORY

Urban empire

wi interactive

glacéau vitaminwater’s Giannella Alvarez talks to Medina Bailey about the global expansion of the Coca-Cola brand.

Reader reactions and fun quizzes.

Bubbles A selection of lighter news, including sipping celebs.

Product innovations An overview of new products.

Tech innovations

SPECIAL

27 REPORT

water innovation’s highlights from the recent technical trade fair at Drinktec in Munich.

Newsreel News summary. For regular industry news updates, visit www.foodbev.com/water

Trading places The latest industry appointments.

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Event review The second Premium Waters Forum and 6th Global Bottled Water Congress bring Turkish delights to Istanbul.

Marketplace water innovation products and services guide.

Get your fill Leading filling companies reveal how they are meeting new industry demands.

INSIGHT

Trendspotting water innovation’s 10 top trends for 2009/2010.

Advertiser index.

One to watch Paul Smith on his recent Evian redesign.

REGIONAL REVIEW

Japan (part 2) Steve Galloway and Yoshihiko Hani wrap up their overview of the bottled water market in Japan.

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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

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CONTENTS 3

Springboard

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Water that’s out of this world

uy Laliberté recently staged an event in aid of global water awareness. So, did the billionaire and Cirque du Soleil founder organise a concert? Perhaps he recorded a charity single? No, the Canadian philanthropist who established non profit One Drop Foundation in fact paid $35 million to land on the International Space Station with Space Adventures Ltd in a Soyuz TMA-16 rocket. Dubbing the 12 day stay a ‘poetic social mission’, he then hosted a Moving Stars and Earth for Water performance from space, which featured celebrities from 14 cities, including Al Gore, Salma Hayek, Shakira, U2 and Joss Stone. “I can now truly say ‘mission accomplished’: I have succeeded in fulfilling a personal dream of mine,” he blogged, post-mission. “Together, let’s keep hoping that

one day, thanks to our efforts and determination, we will live on a planet where everyone will have access to drinking water.” If Laliberté was planning a lunar landing anytime soon, he would be pleased to know that water scarcity might not be a problem because, in other space/water hybrid news, NASA scientists recently announced that they have found a significant amount of water on the moon. Moon water! Can you imagine the marketing potential? Surely sales would skyrocket and it would eclipse all other water categories. But when exactly is it set for launch? And is there a large enough space for such a category? Okay, that’s enough of the space puns. In fact that’s enough speculation because, of course, moon water isn’t really en route

to a supermarket shelf near you. However, it could be used to provide astronauts with drinking water, or even be turned into fuel and oxygen, with the ultimate aim of establishing a permanent base on the moon. “The Moon could then become the space equivalent of a service station - acting as a staging post for manned missions to Mars,” read an article in the Telegraph. That is likely to be a long way off, but what we don’t have to wait long for is 2010. The latter end of the year is a time that traditionally churns out endless end of year reviews, which bombard us with images of the past 12 months until we can recite them off by heart. Alas, we at water innovation are not immune to such reflective ponderings, so you will find my roundup of this year’s trends, along with predictions for 2010, on page 34 of this issue. Meanwhile, young and trendy brand, glacéau vitaminwater, offers a glimpse into its heady ascent on page 20, and you can learn a thing or two about filling on page 27 and the Japanese market on page 40. To get up to speed with what happened at the Drinktec trade show and Global Bottled Water Congress, turn to pages 10 and 42, respectively.

Houston, we don’t have a problem: Laliberté clowns around on his incredible space mission

So, it’s hard to believe that when I next tap out this letter, it will be a different year. I hope you

Medina Bailey all enjoy your well earned breaks and I will see you refreshed and ready for blast off in 2010!

Editor, water innovation

In the next issue Don’t miss our first issue of 2010, which will feature all of this: Special Report: Health giving waters and ingredients Focus: Logistics on the move Insight: What consumers want Regional profile: Middle East Event preview: Packtech

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4 EDITORIAL

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Read your letters and quiz your mind

Letters to the editor

Sound waves

Congratulations on your first issue! We just got our copy and we loved it, especially page five! Also, the story on PLA was inspired, balanced and fair.

QUIZ

The answers to these musical conundrums all feature words related to water or bottles. Can you get them all right? 1. Identify this band who spent 15 weeks at the top of the UK charts in 1994 with ‘Love Is All Around’.

Grant Hall, Good Water Thanks for the uplifting feedback Grant!

We’d love you to get involved, so if you have any thoughts on this issue or want to get a burning issue off your chest, please contact us at wi@foodbev.com

Know your logos

WATER innovation

2. What is the name of Simon and Garfunkel’s classic 1969 hit which features the line: “All your dreams are on their way”? 3. Name The Police’s 1979 hit, which is known for repeating the phrase: “Sending out an SOS.”

WATER innovation

QUIZ How well do you know your bottled water brands? One thing has been altered in each of the logos below. Can you spot the mistakes?

4. This popular tune was a Eurovision Song Contest winner for Abba in 1974.

4. Waterloo. ANSWERS: 1. Wet Wet Wet; 2. Bridge over troubled water; 3. Message in a bottle;

Fill me in

WATER innovation

QUIZ 2.

Here is a quote. Can you fill in the missing words below to complete it, then guess who said it and why they are relevant to the bottled water industry? CLUE: His Spring/Summer 2010 collection at London Fashion Week featured stripes

“... is about living ..., being... , and ... yourself every day because ... ... is ...” important day enjoying every youthful life young

ANSWER: See pages 49 and 50.

ANSWERS: 1. The ‘O’ shouldn’t have a dot in the middle; 2. There should be a full stop after the ‘S’; 3. The mountains should have more ragged edges; 4. Arrowhead has two ‘R’s. © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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feedback 5

Bubbles

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Lightening up the news

Do you have a guilty pleasure?

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hat’s the question that a new book, named ‘Modern Delight’, has posed to 80 celebrities. The publication was inspired by JB Priestley’s 1949 book, ‘Delight’. So, what was the British writer, broadcaster and critic’s guilty pleasure? Yes, you’ve guessed it: “Not only is it good this mineral water... it is also beautiful. It gurgles out of its green

Lightweighting in Singapore Bringing new meaning to the term ‘lightweighting’, a lantern made from 6,000 used mineral water bottles and 2,000 CDs has taken centrestage at Singapore’s mid-autumn festival in Chinatown. The lantern, which stands at 5.3m tall and took the Kreta Ayer-Kim Seng Citizens’ Consultative Committee and Chinatown

Point two and a half months to create, has entered the Singapore Book of Records.

bottle like a chill and sparkling mountain spring, and arrives in the furred desert of my throat like a benediction.” Powerful prose, indeed. And while mineral water might seem like an innocent choice in this day and age, we think it’s truly inspired!

Green is gorgeous Beauty pageant winners are known for their visions of wanting to change the world and bring about peace and harmony, while looking resplendent in a sash and series of shiny outfits. Perhaps that’s why Nature’s Bottles has enlisted the assistance of the Miss America Organisation to promote its bottles made from biodegradable materials. “We are excited to partner with an innovative and exciting new company, Nature’s Bottles, to promote one of the most important and socially relevant causes that face our future generations,” commented Art

McMaster, President and CEO of the Miss America Organisation. ”We know that with their extraordinary vision, they can help change the future.”

Liquid pain relief

Not sure what to buy for your bottled water enthusiast friends this gift-giving season? Look no further than Eisch’s breathable crystal glasses, which improve the aroma and palate of the liquid they contain by speeding up the aeration process. The German, lead free stemware is manufactured from a raw material mixture, then oxygenised, which lends it its

breathable properties. It is said to offer wine the same level of aeration in just two to four minutes that would be achieved if the wine was decanted and aerated for up to two hours. What’s more, the glasses will never lose their effectiveness, can be conventionally cleaned, and have similar effects on mineral water, fruit juices and spirits.

given a lollipop to calm down at the doctors’ surgery should be given a drink of water instead.

It’s a gift

Drinking water can provide relief from pain, according to a study published in the Journal of Neuroscience. Researchers at the University of Chicago found that rats experienced a lowered level of pain when given plain water, sugar water or a chocolate chip. Given that water is the healthiest option, one of the study’s authors, Peggy Mason, PhD, Professor of Neurobiology, said that children who are traditionally

6 LIGHT NEWS

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

Sipping celebs

The latest water related news from planet celebrity

Singer songwriter Jewel’s charity Project Clean Water, has joined forces with Voss Foundation and Virgin Unite to launch the Give A Drop campaign, which aims to bring cleaning drinking water to SubSaharan Africa with the help of text and online donations.

Celebrities gathering at the Nokia Theatre in Los Angeles for the Emmy Awards dipped into their gift bags and found Goto water from Argentina.

Boxer, ‘Irish’ Joe McCreedy, is endorsing AquaHydrate after being introduced to the sports water on the set of Mark Wahlberg’s film The Fighter.

Jessica Biel is climbing Mount Kilimanjaro to raise awareness about lack of clean water in certain parts of the world. The Summit on the Summit expedition will take place in January.

Attendees of designer Koi Suwannagate’s catwalk show at New York Fashion Week were kept revitalised with mineral water face sprays in their goodie bags.

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LIGHT NEWS 7

Photographer: Matthew Imaging

Perrier and smartwater provide refreshment for actors Megan Fox and Brian Austin Green as the couple promenades in Toronto, Canada.

Innovations

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The Editor’s pick of the latest new products

Summit Spring goes Raw

bottled water company situated in Maine in the US, has introduced the first ever spring water to be bottled directly from the source without the use of filtration, treatment, pumps or boreholes. Summit Spring’s Raw Water, which is rich in essential minerals, is gravity fed straight into a clear glass 1 litre bottle. Each bottle is placed into a recycled-content brown paper bag lined with wax to protect it from sunlight and further preserve the taste and clarity of the water contained inside.

such as microscopic algae, potassium, sodium, magnesium and calcium that are routinely being stripped out of bottled water through treatment, reverse osmosis and filtration,” explained Summit President N Bryan Pullen.

“There are naturally occurring nutrients in ‘living’ spring water,

“When water comes straight

from the ground it has nourishing qualities that are not present in purified and treated water. The centuries old reputation of Summit Spring water as a ‘healing tonic’, in addition to extensive and continuous analysis allowed the regulatory agencies to give this unprecedented approval.” Summit’s spring water is one of a few bottled waters to carry the State of Maine Premium Grade designation, which means it

meets the quality and testing guidelines developed by the Maine Department of Health and Human Services. Raw Water doesn’t feature a nutrition label, as there are no such requirements in the US for 100% spring water that is pure, natural and untreated. “It’s not every day that the little guy gets to make such a big step,” continued Pullen. “The fact that the State of Maine will allow this product on the market, with absolutely no filtration, is unprecedented and speaks to the sanctity of our historic source.”

All about the bottle

onsumers might be becoming increasingly aware about the importance of recycling, but these innovative products actively encourage them to hang onto that bottle when the water has run dry.

Say hello to kitty

Change the score with Project 7

roject 7’s ‘Change the Score’ mission aims to market everyday products, such as bottled water, with more than half of the profits going to seven different good causes: Build the Future; Feed the Hungry; Heal the Sick; Help those in Need; Hope for Peace; House the Homeless; and Save the Planet. Throughout the year, the US firm has been receiving applications from non-profit companies which fit into one of the seven causes. Consumers will vote for their preferred organisation in each area in an online poll to decide which seven charities will receive the funds raised. Regardless of sales for 2009, Project 7 is committed to

Japanese firm Mokku is known for its themed beverage range, which includes bottles in the shape of golf bags, trains and even a tyrannosaurus rex. These Hello Kitty shaped PET water bottles, which are now available in Seven-Eleven stores in Japan, are targeted at fans of the popular cat character to collect and keep.

to reuse bottles. After the consumer has finished drinking the spring water from their Seeds in the Bottle, they can peel a label off the side to access some herb seeds. The bottle is then turned upside down and the cap placed on the drinking spout to act like a base, before soil is added, along with the seeds and a sprinkling of water. Et voila, an instant herb garden has been created.

donating $15,000 for each of the seven causes, which adds up to a minimum donation of $105,000 for 2009. The firm also encourages consumers to recycle the PET bottles used for packaging the water. The recycled material goes into making t-shirts, which are available for purchase online, with 50% of profits also going to the chosen charities.

Ready to grow Designer Yun Hwan Sung has come up with a novel concept for encouraging consumers

8 PRODUCT NEWS

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Innovations

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For more information about the functionaldrinks newsletter, visit www.functionaldrinksnews.com The Editor of Zenith International’s functionaldrinks newsletter, Jenny Foulds, takes us through the latest functional water developments.

Europeans fill up on functionality The European market for flavoured and functional waters has risen a further 5% to 3,600 million litres in 2008, according to Zenith International’s latest report. ‘Europe Flavoured and Functional Water Insights’ reveals that growth was boosted by sales in East Europe, which registered an 8% increase to 400 million litres. Globally speaking, West Europe is the second largest regional market by volume, accounting for a 24% share. Demand for waters with simple and clear messaging on functional consumer benefits in areas such as fitness and weight management is increasing, with Germany

and the Czech Republic the undisputed volume market leaders in West and East Europe, respectively. Future growth catalysts will differ between regions, with repositioning, rebranding and continued investment in marketing significant factors for the more mature West European market, and organic growth through new product launches likely to make an impact in emerging flavoured and functional markets.

Wellness on the rise According to UK reports, wellness and energy drinks have emerged as the most profitable and growing segments of the overall soft drinks industry in the UK. The findings have been attributed to ever increasingly busy lifestyles and growing health concerns.

US leading innovation America is leading other countries when it comes to launching new food and beverage products, said industry figures. The US accounted for 30% of all product launches in 2008, introducing the marketplace to 551 new offerings. Italy followed in second place with 203 products, while Japan, previously heading new functional food and beverage development with a high product rollout rate, appeared in just third place.

Beauty and the beverage

Global launches of food and drinks with beauty enhancing claims have shot up by an impressive 306% from 2005 to 2008. In the US alone, one in five women is estimated to be interested in trying beautifying functional beverages, representing an opportunity for drinks and cosmetics manufacturers.

Aqua Vitalis launches in Germany German company Karlsberg Brauerei has introduced a line of vitamin-enhanced waters under the Aqua Vitalis name (above). Four variants strong, the new range comprises Vitality, Beauty, Relaxation and Energy, each with a different flavour and combination of natural extracts, vitamins and minerals that determines its individual functionality. All four new waters have the same base vitamin formulation, including B1, B6, B12 and C, as well as niacin, pantothenic acid, biotin and folic acid. Depending on their target function, other ingredients such as guarana, natural caffeine, L-carnitine, aloe vera, camomile and Melissa extracts, sea buckthorn and green tea are also used. Aqua Vitalis is on sale in PET bottles in petrol forecourts and kiosks across Germany.

Makeover for Deeside mineral water Deeside Mineral Water is sporting a new look and label in a bid to modernise its traditional image.

Launched in 1996, it claims to reduce the signs of ageing by increasing skin hydration and reducing wrinkles.

The company’s new logo aims to portray a vibrant, positive image and reflect the water’s health-giving properties.

According to its manufacturer, it has also been shown to have antioxidant effects that are beneficial for living cells, and anti-

inflammatory qualities to help ease the symptoms of arthritis. The water is supplied in a range of plastic and glass bottles across the UK and beyond. It has been served at the Houses of Parliament, the first minister’s residence, Balmoral Castle and

the White House in Washington DC. The family owned firm is based in Aberdeenshire in the UK.

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PRODUCT NEWS 9

Tech innovations

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For this Drinktec special, water innovation brings you the highlights from the recent technical trade show in Munich for the beverage industry.

Jungheinrich shows hydrostatic trucks with multi pallet handler

ungheinrich’s highlight at Drinktec was its hydrostatic drive counterbalanced trucks equipped with multi pallet handler. Featuring a lifting capacity of 2.5 to 3.5 tonnes, the trucks were launched in the market last year and have since developed into a mainstay of logistics processes in the beverage industry. The product display featured the type 435s hydrostat with multi pallet handler, which allows several pallets to be picked up simultaneously, along with traversing forks, which serve as an alternative to telescopic

forks or fork carriages with elongated forks. It also showed a diverse range of load pick up devices and attachments for the beverage market, including barrel clamps, large surface clamps and telescopic forks, and fork positioners to adjust the gap between the forks, which prove particularly useful when working with fork lift pockets or loads of varying width. © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

10 TECH NEWS

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Tech innovations

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CCL shows Triple S

CL Label’s Triple S super stretch sleeving was central to its appearance at Drinktec. Instead of being limited to containers with parallel or slightly curved label panels, the new technology can apply sleeves to bottles which could only previously be labelled with shrink sleeves.

Advantages include the use of 30% less material than other shrink sleeves, a smaller environmental footprint compared to other labelling types, and no expensive heat tunnels or glue being required. Application speeds can reach 3,000 bph on the Triple S 120 applicator.

Marking and verifying go hand in hand

eibinger presented its range of inkjet printers and cameras, which work as combined systems for marking and verifying products. From the high end printer JET3 to the allround unit JET2, the firm aims to meet all marking requirements with flexible and user friendly units. The new JET3 is based on Windows CE Technology and therefore offers intuitive operator handling. The wellestablished nozzle seal is integrated in each unit and prevents drying in the ink supply, nozzle, gutter tube and return line.

be easily combined with the inkjet printers and offer reliable product marking control using one hand.

The company’s matrix and linescan cameras can also

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TECH NEWS 11

Tech innovations

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Hanovia highlights UV disinfection technology

he latest innovations in UV technology for the disinfection of process water for bottled water industry applications were on display from Hanovia.

Mocon shows analyser capabilities

aking centrestage at Mocon’s appearance at Drinktec was its recently launched oxygen analyser, which uses a fluorescence based system for measuring total pack integrity in rigid and flexible beverage packages. OpTech - O2 Platinum gives off light in an amount that is directly related to the level of oxygen present in a package. This ‘fluorescence’ can then be read optically, making it ideal for non destruction permeation analysis,

The AF3 amalgam UV disinfection system for flows of up to 50m3 per hour was shown. Offering a high microbial kill rate with low power consumption and low hydraulic pressure drop, the AF3 is extremely flexible and can be installed either horizontally or vertically. Its unique configuration produces an axial flow through

an L-shaped, elongated treatment chamber, increasing residence time and improving disinfection performance. Also on show was medium pressure lamp technology including the XF5 systems, which are designed to fit in-line with the process flow, therefore minimising disruption and taking up a very small footprint.

headspace and dissolved oxygen analysis and leak determination. Coupled with a barcode and scanner, the technology can also be used to measure and report O2 stability at various points in the distribution channel.

Netstal presents high output PET line

wiss molding machinery manufacturer Netstal showed the benefits of its system for the production of PET preforms. The model demonstrated at Drinktec produced 0.5 litre preforms weighing 18.15g each at a cycle time of 8.8 seconds, which resulted in an output of more than 24,500 pieces an hour. The firm believes that it has proved that shorter cycle times don’t necessarily lead to higher energy consumption or more occupied factory floor space. The Calitec system was designed specifically for reducing cycle times by subjecting the preform to slight air pressure during the cooling phase,

which presses the hot molded product evenly against the wall of the cooling sleeve and prevents it from shrinking away, as well as shortening the after cooling phase. Calitec is now in use on several Netstal PET-LINE preform production systems with up to 192 cavities.

Stretching solutions

ow do you save money without compromising on your looks? According to PDC Europe, which is celebrating its 25th anniversary, the answer lies in opting for stretch sleeve applicators. Its new range of machines - the R-Evolution and STG+ - offers smaller footprints, easy access to tooling parts and film paths and fewer wearing parts. The firm says that stretch sleeves are suitable for complex shape containers without the need for shrink tunnels. As the STG+ does not require a shrink tunnel, it offers up to 114 kW/h of energy savings as its electrical consumption is 2 kW/h, instead of the previous STG’s 10 kW/h.

volume producers of water and functional drinks, high speed and precision, as well as quick changeover capabilities. The R series can band at line speeds up to 1,000 cpm, is suitable for applying thin gauge banding materials, and compatible with petroleum based and sustainable films, such as PVC, PET, PETG and PLA.

It also showed the R-1000, tamper evident neck bander, which claims to offer high © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

12 TECH NEWS

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Labelling to lust after

öpfer Kulmbach offers a complete range of label packaging printing options which aim to give products real shelf appeal. The line includes metallic effects in gravure which give a coloured metallic gloss finish and complement the firm’s brilliant gold and silver inks; high gloss effects in gravure to give the impression of a film wrap around with impressive matt gloss effects; and peel off labels in gravure and offset printing for the versatile design of campaign labels. UV light reactive inks in offset printing are also available which are only visible when illuminated with UV light, as well as crystal labelling in offset for drink labels with highlights for promotional campaigns with holographic effects, and embossing and stamping for improving the visual effect of packaging.

Elettric 80 is fast mover

utting costs and optimising plant operations is a common target among beverage production firms.

Elettric’s 80’s scalable Freeway system aims to offer a solution through custom designed automation for fast moving plants, particularly those with two shift operations, or more. The systems can automate the entire end of line process or be limited to certain parts of it. They can also be implemented

www.foodbev.com/water Issue 57 - November · December 2009

with minimal disruption, often while production is still up and running. The company offers a vast range of machines that suit different requirements and specialised engineers are on hand to ensure that clients gain the most out of their investment.

TECH NEWS 13

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Domino doubles beverage line coding speeds

oding, marking and printing technologies provider Domino demonstrated how its product to pallet coding portfolio delivers increased efficiency and flexibility. It showed its A-Series plus Duo range of continuous inkjet printers, S200+ scribing laser, a version of the C-Series plus outer case coder and a linerless version of the M-Series print and apply labeller. Designed to meet the beverage sector’s requirements for applying more data at higher line speeds, the A-Series plus Duo prints double the number of lines at the same speed,

thanks to a dual nozzle printing system that uses two streams of independently deflected ink, rather than a single inkjet. The commercial model, which made its international début at Drinktec, also boasts an enhanced rasteurisation engine that significantly improves efficiencies by reducing the gap between the twin lines of print produced, enabling code footprints to be reduced.

Krones shows water treatment and complete service capabilities

rones showcased its new water treatment system which has been developed and manufactured inhouse.

For membrane technology, the firm offers reverse osmosis, which can be used for process-

water treatment, as well as the production of near water beverages.

Improved product inspection

euft’s InLine empty bottle inspection system is able to detect finish and sidewall faults more accurately than ever before. The latest model inspects the container finish three times by projecting different coloured rings of light, therefore avoiding false rejections. A high resolution camera and precise image processing techniques clarify if a chip is present, which could put the integrity of the product and the health of consumers at risk, or if it is simply a harmless sign of wear. Even small cracks are

identified, which ensures a high level of product safety and cuts down on costs incurred when a good container is inadvertently identified as faulty and disposed of.

It also showed the benefits of its Life-Cycle-Service, which provides a complete service for everyday production work, from user responsive training courses and deliveries of raw

materials and supplies, to preventive maintenance and cost effectiveness.

Agr in driving seat

gr International has introduced its Pilot Process closedloop control software for blow molder management.

By using the software, firms can achieve rapid payback in under a year. According to Agr Technical Director, George Wolf, one operator can manage three blow molding lines with the software, and, if lightweighting, can bring about a further 10% reduction in preform weight. The system is compatible with blow molding systems from KHS, SIG, Sidel, Krones and SIPA. KHS now offers the Agr

Kit as part of a package. Nestlé Waters has installed the first closed loop system with control software in Italy, launching with Levissima in October.

14 TECH NEWS

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Colour of success

orvaglia chose Drinktec to kick off its ‘Color of Success’ campaign. The Swiss cap manufacturer selected bright magenta, yellow, blue-grey and green colours to represent its different business areas, which range from product development, mold manufacture and cap production, through

to capping and all aspects of cap technology for PET bottles. However, in answer to the question: What is the colour

of success? For Corvaglia, it is ts house colour - black - as it aims to provide manufacturers with a complete solution.

Bizerba presents pallet labeller

ncreased reading reliability, minimum set up times, and simple integration into existing systems are just some of the features of the GLM-P 2S pallet labelling machine, according to its manufacturer, Bizerba. Pallets can be labelled on up to three sides and labelled automatically at three levels, if necessary, as well as with RFID labels. The machinery can also apply GS1 or globally compliant EPC dispatch labels on up to 300 pallets per hour.

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TECH NEWS 15

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News roundup

CIWEM’s award winning environmental photography revealed

he Chartered Institution of Water and Environmental Management (CIWEM) has unveiled the award winning photography from its third Environmental Photographer of the Year competition, which this year received entries from over 60 countries. The winners shared the £3,500 prize fund and had their striking images showcased at an exhibition in Covent Garden, London. Moldovan photographer, Bolucevschi Vitali, took the title of Environmental Photographer of the Year with ‘Talking about stars’ (right). CIWEM’s Young Environmental Photographer was named as 19-year-old Jordan Mary from the UK with ‘Train station

arrival’ (bottom left). The Changing Climates category was won by Australian Nick Moir for ‘Microburst and dust storm’ (bottom right). Khalad Hasan from Bangladesh won the Quality of Life category with ‘Living stone, a community losing its life’ (below right). Indian photographer, Asis Kumar Sanyal, won the World of Difference award for ‘Polio day’ (below).

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Quality tops bottled water survey

study surveying bottled water and water filter consumers in Australia, Indonesia, Japan, Malaysia, Singapore, South Korea and Thailand found that quality of water is of optimum importance to them, with bottled water seen as a better and safer option to tap water. Taste, affordability and availability are the other aspects that influence purchasing decisions. Frost & Sullivan’s end user study, ‘Voice of the Customer: Perceptions and Behaviours Towards Bottled Water Markets’ found that 50% of respondents consume bottled water daily, while 25% drink it twice a week, and more consumers in Indonesia and Thailand consume it regularly, compared to those in the other countries surveyed. When it comes to unaided brand awareness, Aqua, Samsadoo and Singha lead, while Amshore, Nestlé and Aqua have the best brand perceptions. Overall, Aqua is the brand of bottled water most known by consumers,

but Amshore is most regularly consumed, particularly in Malaysia and Singapore. “These results suggest manufacturers should promote their brands surrounding the purity/source and quality of their bottled water products,” said Global Director of Frost & Sullivan’s Customer Research Team, Tonya Fowler. “However, only a small proportion of APAC consumers actually think their tap water is unsafe to drink so bottled water manufacturers should temper marketing campaigns and avoid aggressive advertising utilising scare tactics. Given other important attributes stated by APAC consumers, manufacturers could also consider focusing on the taste and convenience of bottled water.”

Family owned firms star in film

he International Bottled Water Association (IBWA) has produced a film to highlight the role of small businesses in the bottled water industry. The two minute video, which can be seen on its consumer website, is titled ‘I Am Bottled Water’ and aims to demonstrate the contribution that small family run businesses make to the production of bottled water. “We are showing an important aspect of the bottled water industry,” said Tom Lauria, IBWA’s Vice President of Communications. “Activists want you to think bottled water companies are strictly big business. But in fact, the majority of bottled water companies in the US are small, family owned businesses. IBWA proudly

Gota drives through Porsche sponsorship deal

remium water brand Goto has become the official sponsor of Porsche in Argentina.

The deal means that Gota will be present at all of the prestigious car brand’s activities including races, cups and private events, as well as instore displays. Members of Club Porsche will also be able to gain exclusive benefits as a result of the sponsorship deal.

Bottled at the source, Gota water originates from the Southern edge of the Guarani aquifer in the Mesopotamia region of Argentina, said to be one of the purest and best preserved reserves of underground water on earth.

Pure South Pacific Samoa helps with tsunami relief

P represents both large and small companies. 90% of IBWA members are small business owners.” During the film, bottlers from Virginia, North Carolina, California, Oregon and Pennsylvania share stories of how building a small business from scratch creates bonds within families and their wider communities.

ure South Pacific Samoa provided bottled water to the victims and relief workers of the Samoan tsunamis. Owner of the bottled water firm, Fred Grey, said that they had sent nearly 60,000 bottles of water to the areas hardest hit. The damage caused by the tsunamis has made safe drinking water scarce for victims and relief workers. “In order to keep the after effects of the tsunamis to a minimum we feel it is important to do everything we can to provide Samoans with safe drinking water,” said Grey.

www.foodbev.com/water Issue 57 - November · December 2009

NEWS 17

Newsreel

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For the latest industry news, visit FoodBev.com

Get into gear with Highland Spring

K bottled water brand Highland Spring has launched a ‘Get in Gear with Chris Hoy’ on-pack campaign.

The promotion, which offers four families the chance to win a coaching session with the quadruple Olympic gold medallist cyclist, and a set of bikes, ties in with the brand’s sponsorship of Hoy. Secondary prizes take the form of 1,000 limited edition

Highland Spring cycling kits with reflective bags, cycling computers and refillable water bottles. Consumers can enter the free prize draw by registering via text message or on the dedicated micro-site, getingearwithchris.com

Berkeley to celebrate 20 years of water tasting

he historic spa town of Berkeley Springs in West Virginia, US, is preparing to welcome more than 100 waters from across the globe for its 20th annual water tasting competition. Being staged on 27 February, the largest and longest running contest of its kind is currently accepting entries in five categories: Municipal, Bottled Non-carbonated, Purified Drinking Water, Bottled Sparkling and the People’s Choice Package Design.  “It’s hard to believe we’re celebrating 20 years!” said producer, Jill Klein Rone. “We hope that many of our previous medalists enter and we’d love for them to share their success stories with us.” As well as the public voting for the People’s Choice award for best packaging, the event will also play host to industry seminar, ‘Water: our legacy’, and, taking two decades of award winning waters into account, explore what makes the perfect water. Bottled water firms can enter their products at berkeleysprings.com/water until 15 January.

18 NEWS

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Big screen beckons for Harrogate Spa

arrogate Spa Water is on show alongside the popcorn and pick-and-mix at the snack counters of Vue cinemas around the UK.

Vue is the second largest cinema chain in the UK and operates 641 screens which welcome 32 million customers every year.

thrilled that Harrogate Spa has been selected by one of the leading names in the leisure industry.

The spa water is now available in 75cl PET bottles at Vue’s 66 venues, including Leicester Square in London, which has

Paul Martin, Managing Director of Waterbrands, the parent company of Harrogate Spa Water, commented: “We’re

“The contract will increase brand awareness among a whole new audience and help us maintain our upward sales trend.”

been hosting royal prémières for more than 60 years. It is estimated over 1.5 million bottles will be sold in the first year.

Trading places O-I announces VP and Chief Communications Officer

wens-Illinois (O-I) has named Barbara Owens as its Vice President and Chief Communications Officer.

Owens will be responsible for leading O-I’s communications strategy through the planning, development and implementation of external and internal communications on a global basis. She will also provide strategic counsel to the senior leadership team. Owens and her team will work closely with the company’s business units and functions to develop an effective and consistent communications

plan that is aligned with O-I’s strategic priorities and business objectives. “We have worked with Barbara for more than two years and know that she brings the passion and the expertise necessary to enhance the role of communications in our organisation,” said Senior Vice President of Strategic Planning and General Counsel, Jim Baehren. “At O-I, we always have a focus on the long term,

and we are confident that Barbara’s vision will lead our communications effectively into the future.” Owens joins O-I from Owens Communications, her independent communications consultancy in Chicago, where she provided O-I with strategic guidance in various communications roles since 2007. During her 20 years in corporate communications, she has worked with General Motors, Bayer AG, Bayer Corporation, Gagen MacDonald, Immuno AG and Baxter Healthcare.

Barbara Owens

Board change for DS Smith

nternational packaging manufacturer and office products wholesaler, DS Smith has announced Tony Thorne’s intention to retire as Group Chief Executive when a successor is in place. Thorne joined DS Smith in January 2001 and became Group Chief Executive in October 2001. He informed the Board some time ago of his preference not to continue in that role beyond his 60th birthday in 2010.

The Board has carried out a thorough evaluation of a strong list of internal and external candidates. It is pleased to announce that Miles Roberts will be appointed Group Chief Executive and is expected

to take up his position during the first quarter of 2010. An announcement will be made in due course to confirm his start date. Roberts, aged 45, is currently Chief Executive of McBride plc where he has led a programme to deliver significant growth and improved shareholder value. He brings considerable international experience as well as an understanding of

manufacturing and DS Smith’s packaging markets. Chairman of DS Smith, Peter Johnson commented: “Tony has made a huge contribution to DS Smith and we all wish him well. We are delighted to welcome Miles as our next Group Chief Executive. He has an enviable record of success as well as very relevant experience for our business.”

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APPOINTMENTS 19

Urban empire

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It comes as no surprise that glacéau vitaminwater originated in New York. Not only does the brand ooze the city’s in your face confidence and energetic yet laid back buzz, it also shares its vibrant, cosmopolitan makeup, having launched in major cities, from Paris to Sydney. As it takes on the world one urban destination at a time, water innovation Editor Medina Bailey explores its universal appeal and talks to the Vice President behind its global expansion.

ith a space hopper, life sized white bunny rabbit and office worker dressed up as Superman featuring in its promotional material, Coca-Cola’s glacéau vitaminwater doesn’t exactly follow the rulebook when it comes to functional water marketing. Fed up of lifeless board meetings and mind numbingly boring conference calls, it asks? Got Monday (or any morning) morningitus? Want to be less shaun of the dead and more get outta bed? If you answered yes to any of the above, then this must be an enhanced water brand after your own heart. Since its inception in 1996, the glacéau vitaminwater line has expanded to include 15 variants with added nutrients for different benefits according to the time of day or the drinker’s moods and needs. The homepage on its website even features a digital clock, with a suggestion for which beverage would be beneficial at that specific time. Right now at 10:46am on a Tuesday morning, it’s Spark, the tropical citrus (b+guarana) variant, which introduces ‘the tired human being’ to ‘lightning in a bottle’. In a similar way, the colourful brand’s expansion from New York into cities worldwide has involved tailoring each launch according to the culture and peculiarities of the individual country in question. Looking at the UK website, I can certainly vouch for this. “It was 1996. it was the height of britpop and two lads from Manchester were on stage at Knebworth singing ‘Wonderwall’ to a quarter of a million people,” reads the profile of how the brand started. The

reference to the band Oasis is a cultural one that is specific to the UK, and that visitors to the website will instantly recognise. There’s also a link to dailyvitamins.com, which is essentially a lifestyle and popular culture site, featuring

It all started in 1996 with a consumer who had a need art, fashion and music blogs and links to the latest celebrity happenings on youtube, as well as introductions to the UK based glacéau marketing ‘gtv teams’.

The site appeals to a young crowd who shop in Topshop, know who Florence and the Machine is, and want to find out what Lady Gaga’s been up to, as well as young at heart, rebellious professionals who never want to grow up. It communicates with the consumer in a personable, whimsical way using language that they are familiar with and seems to leave no stone unturned when it comes to uniformly branding every inch of its site and showing how it differs from traditional water brands. For instance, even as the website is loading it displays: ‘we’ll spare you the cheesy on hold music’; all of the text is in informal lower case; ‘please bother us. no really we like it’, exclaims its contact form, while its brand profile is labelled: ‘boring history’.

An original, up to the minute website with a tone and style that hits the right note is all very well, but how does glacéau vitaminwater encourage consumers to actually log onto it when they’re launching in a particular region? Its main aim is to make its ‘try it’ slogan ring true by targeting as many consumers and retailers as possible with sampling opportunities, in the hope that they will tell their friends and family about the range. To set the word of mouth ball rolling, it is essential that consumers who try the products think they’re worthy of a mention, and it helps if sampling experiences are engaging and memorable. Cue glacéau vitaminwater’s pop up venues which set up shop in trendy parts of town. Fitted out with retro sofas and beanbags in every

Sun, sand and celebrities: a glacéau vitaminwater bar at the 2009 Cannes Film Festival © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

20 COVER STORY

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that the knuckle-rapping ruling emphasised glacéau vitaminwater’s slightly cheeky, outlandish, breaking-the-rules image. And for an enhanced water brand trying to stand out and show off its personality, surely that can’t be bad.

water innovation interview Giannella Alvarez, Vice President of Active Lifestyle Business Global Expansion, tells us why the brand is proving to be such a runaway success and how its unique business strategy translates across so many different markets. Giannella Alvarez imaginable colour, plush branded cushions, plasma screens, 60s style lighting, friendly, enthusiastic marketing teams, and, of course, complementary beverages, the pop ups are unlikely to have too much trouble enticing consumers in from off the streets. Many a celebrity has also been known to take the weight off at a glacéau vitaminwater bar situated at a high profile event, such as the 2009 Cannes Film Festival, where the sun, sea and sand setting injected even more glamour into proceedings. The brand emphasises its celebrity cult following, which lends an aspirational air to the products, after all ultimately it is normal people who will relate to most of the marketing. Speaking of which, its latest UK outdoor marketing campaign caused a bit of a stir after the Advertising Standards Authority didn’t quite get the joke. Lighthearted slogans, such as: ‘more muscles than brussels’, ‘keep perky when you’re feeling murky’ and ‘vitamins B + zinc are great for giving you superhero-esque powers’, were banned by the authority for apparently being misleading. The irony is, however,

Briefly explain how the glacéau vitaminwater brand has progressed to become what it is today. It all started in 1996 with a consumer who had a need. An entrepreneur and humble genius, named J Darius Bikoff, was suffering the one two punch of raging thirst and low energy. En route to a yoga class, he was feeling rundown so he gobbled down vitamin C and followed it with a swig of smartwater. The combination of flavour and nourishment inspired Bikoff to develop glacéau vitaminwater, a functional hydration beverage that is packed with the nutrients you need throughout the day.

there is a significant opportunity for glacéau vitaminwater to become a leading brand across the markets. Although people’s traditions and cultures differ from country to country, their desire for a great tasting, nutrient enhanced beverage remains the same across the globe. glacéau vitaminwater first launched in New York in 2000 and is now hydrating thirsty people in cities around the world including Los Angeles, Miami, London, Paris, Sydney, Seoul, Tokyo, Mexico City, Toronto, Cape Town, Hong Kong, Brussels and Shanghai. And what has been the secret formula to make this happen in such a short time? Definitely our team, our people. This is the best team I have ever worked with.

How are you strengthening sales despite the international economic downturn? Given the current economic climate, it is now more important than ever to give drinkers what they are looking for - and we know that people want the original glacéau vitaminwater from New York. Our goal is to put out the absolute best beverage range. Drinkers are asking us for it, what more could you ask? When glacéau vitaminwater was first introduced, it was known for avoiding typical bottled water imagery such as mountains, waterfalls and water droplets. Do you think the range’s unique look has contributed to its success? glacéau vitaminwater’s clear bottles allow our nature inspired

Bikoff’s vision gave birth to the functional hydration category, changing the beverage industry forever. The great tasting, nutrient enhanced format of glacéau vitaminwater has gained the appeal of consumers of all ages and today glacéau is the No 1 functional hydration brand in the US, Canada, the UK, Australia and New Zealand. Congratulations on introducing glacéau vitaminwater in 14 international markets outside of the US. How have you achieved this? Thank you, it has been an amazing experience! We believe

Message behind the bottle: a pop up message board

www.foodbev.com/water Issue 57 - November · December 2009

COVER STORY 21

Urban empire colours and great tasting products to shine through, making them irresistible to all drinkers. Bottled waters use waterfalls and other imagery, and, of course, there is nothing wrong with that, but we see our brand differently, as the rainbow at the end of the waterfall. It’s stylish, fun and irreverent, and people appreciate the humour that comes along with a great tasting way to hydrate and get some of their essential nutrients and vitamins. Our brand also speaks to our drinkers the way we all want to be spoken to, like you are talking to a friend. How would you sum up glacéau vitaminwater? Great tasting, witty and stylish. Great tasting has always been at the heart of this brand since the very beginning when J Darius Bikoff created the category of nutrient enhanced waters. We will always be great tasting people appreciate this and that is what keeps them coming back. We have a sense of humour and we give drinkers an unexpected chuckle, so I would have to include witty as one of our three

key words. I would also say that our brand, its package, its design and imagery are stylish and people want to be seen drinking it. How important is the water’s brand identity to its success? glacéau vitaminwater is the original from New York and in every market we launch in we stay true to the brand’s unique and distinctive equity and design elements. It is like Coca-Cola: you will always recognise it wherever you go even if the brandname is written in another alphabet. glacéau first created the functional hydration category and is a brand that drinkers love and have come to recognise as one that not only tastes good, but meets their needs.

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Product power glacéau vitaminwater’s top selling global variants vitaminwater power-c (dragonfruit) with B vitamins and vitamin C vitaminwater focus (kiwi-strawberry) with B vitamins and lutein vitaminwater essential (orange-orange) with B vitamins, vitamin C and calcium vitaminwater energy (tropical citrus) with B vitamins and guarana vitaminwater multi-v (lemonade) with the most nutrients and vitamins vitaminwater revive (fruit punch) with B vitamins and potassium vitaminwater defence (raspberry-apple) with vitamin C and zinc vitaminwater xxx (açaí-blueberry-pomegranate) with triple antioxidants

Who drinks glacéau vitaminwater? Can you briefly describe its typical consumer? It truly is a beverage for everyone and anyone searching for a great tasting, nutrient enhanced and naturally flavoured way to

stay hydrated. Rock stars, actors, athletes and people like you and me all drink glacéau vitaminwater. How important is the water’s image as a healthy product? Water is sometimes referred to as the forgotten nutrient. It hydrates to keep your body performing at its very best. Each one of the different varieties delivers a range of vitamins and minerals, as well as hydration to help you get through your day.

naturally seek out more sources of good nutrition, live a more active life and have overall better health habits. Do you think consumers understand the concept of functionality? Definitely, yes. People have become more educated and more demanding. We know our drinkers read the label, which is why we add the very best ingredients to our products. Each of the different varieties tastes delicious and has a

As a purveyor of wellness products, do you think glacéau vitaminwater should play a role in educating consumers about the importance of leading a healthy lifestyle?

An eye-catching billboard campaign from glacéau vitaminwater

It can help encourage consumers to adopt healthy lifestyles including regular physical activity. When people start becoming more aware of their habits and taking steps towards healthier living, they may

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Urban empire

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different set of nutrients with no artificial colours or sweeteners. We typically offer six different variants in every market to meet drinkers’ needs throughout the day. For example, drinking glacéau vitaminwater essential (orange-orange) would provide a great start to the day by complementing breakfast with all the vitamin C of orange juice, plus added calcium. What is more important the hydration aspect of the water or its nutrient content? It is important to provide consumers with both. The products are enhanced with meaningful levels of vitamins, plus additional minerals for specific purposes, making hydration a pleasurable experience. Coca-Cola has well established water brands in most markets - is there a risk of cannibalisation in retail outlets? What’s your strategy for avoiding this? glacéau vitaminwater fills a unique need in the market, providing drinkers with a delicious tasting hydrating way to consume some essential nutrients and vitamins, so it is creating a new category — the functional hydration category — for consumers and retailers alike. glacéau vitaminwater is said to have popped up in the chicest locations across the globe. Which would you say is the chicest location where the water is served? All of the locations are chic in their own way. Every city has brought something slightly different, and created a unique glacéau experience which celebrates each country’s culture and consumers.

Promotional activities in cities all over the world

Your term ‘popped up’ is interesting, we have actually opened ‘pop up’ glacéau locations in all of our 2009

launch markets. The first glacéau vitaminwater pop up opened in London in 2008 - and has since been spotted in Paris, New York, Cape Town, Cannes, Seoul, Sydney, Toronto, Lisbon, Tokyo, Brussels and Hong Kong. Each pop up has offered drinkers a new and exciting experience, and has been a favourite among celebrities, the fashion and film industry, musicians and trendsetters from the very beginning. How important is sustainability to the brand? Extremely important! We offer a beverage that is good for you and we believe we should also be good for the environment.

glacéau vitaminwater fills a unique need in the market We encourage all of our consumers to recycle and we communicate this on pack: ‘30 may be the new 20, but green is definitely the new black. please recycle’. We work with our sampling vehicles around the world to ensure a carbon neutral footprint. We will always seek to reduce the environmental impact of all of our products and operations, consistent with our stated corporate goals. Which is the most popular glacéau vitaminwater variant? And which is your favourite flavour and why? All of the varieties are popular for different reasons. A person may choose an essential (orange-orange with vitamin C and calcium) in the morning to

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Insight - page 34 Drinktec trends round up

Click here to subscribe provide them with the nutrition they need to start their day, but mid afternoon they could choose to have an energy (tropical citrus with B vitamins and guarana) for an after lunch pick me up. All of the varieties are nutrient enhanced for a specific purpose, which makes hydrating with glacéau vitaminwater anything but boring! I personally start my day with an essential, I love my multi-v (the one with the most nutrients and vitamins) at lunch, and then I have the dragon fruit power-c in the afternoon. Are there any new variants in the pipeline? We are letting our drinkers decide! Check out our US team invention: the ‘flavorcreator’ on Facebook. Can you pinpoint any future trends in the functional and enhanced drinks markets? Choice: consumers are looking for variety and choice. The varieties we offer allow people to explore their interests by drinking a beverage that fits in with their mood and feelings, or even with their outfit. We empower them to decide what suits them at any moment of the day. Authenticity: more than ever, people are seeking authenticity in brands and ingredients, and using brands as a way of expressing their own individuality. What does the future hold for glacéau vitaminwater? Are you looking to enter any other markets? The future looks very exciting (and colourful!) We will continue to spread functional hydration around the world. What’s the best thing about your job?

It’s definitely the people I have the honour to work with. We have created a rock star team of people in marketing, sales, PR, legal and overall operations in our teams around the world. Everyone that is a part of the glacéau vitaminwater team has a passion for what they do, everyone has a passion for winning in the market. We work as an extraordinarily tight network where every member understands how interdependent we are. In other words, that we cannot win unless we all win. Together, this is a team that works hard and plays even harder. It is incredibly rewarding to see how much everyone has grown - professionally and personally - over the past two and a half years, and the best thing is that we have had a lot of fun along the way. We work as an entrepreneurial company within our company. We encourage everyone to treat the brand as if it were his or her own and everyone is empowered to make decisions. We operate as a glacéau without borders team, believe good ideas come from everywhere and make sure we ‘steal and spread’ those ideas around the world as quickly as we can so we can continue to win everywhere. As I said before: our secret formula is our people and that has also been the absolute best thing about this job. What’s the best advice you’ve ever been given? Always work on something that you have a passion for, where you can express who you are and what you believe in. The people in our team have a huge passion for this brand, what it represents and what it stands for, for this business and for winning in the market. It is extraordinarily energising to see what happens when people have a passion for what they do.

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COVER STORY 25

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

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Get your fill

Lightweighting, hygiene standards, reducing energy consumption and cutting material costs without compromising on performance are just some of the bottled water industry’s filling requirements. Leading filling companies tell water innovation how they are going about meeting their demands.

Page 28 Ask the experts

Page 29 What’s your latest model?

Page 30 In practice

www.foodbev.com/water Issue 57 - November · December 2009

SPECIAL REPORT 27

Ask the experts Panel Sidel Group, Andrea Lupi, Combi & Water Fillers Product Manager (AL) W Amsler Equipment, Werner Amsler, President (WA) How is the water filling market currently faring? AL: “We are finding that it is in a stable position. Last year we noticed growth in North America and China in single serve bottles. Other markets such as Central and South America are more focused on large capacity containers, ranging from 5 to 10 litres.” WA: “Our main market is North America, but we are now seeing increased demand from Africa, India, Mexico and Central America. In some cases, projects are being put on hold or downsized to smaller capacity because of the uncertain economy. Companies that are now molding their own containers are considering purchasing smaller cavity machines to accommodate smaller production runs and reduce new tooling costs.” Briefly describe the filling services that you offer the bottled water industry AL: “We provide filling machines to cover all of the needs of this particular market. In terms of technology, we have mechanical options for customers who prefer simplicity and easy maintenance, as well as electronic contactless machinery for those who favour hygiene and clean conditioning.” WA: “We provide full turnkey plant design and setup from blow molders through to final packaging equipment. Our equipment offerings include PET stretch blow molders with outputs from 70 to 36,000 bottles per hour, bottle inspection equipment, rotary Monobloc rinser filler cappers for glass and plastic, PS, roll fed and shrink sleeve labelling equipment, and packaging

systems, such as shrink bundlers, tray formers, box formers and palletisers. For the 5 gallon market we provide 5 stage fillers, rack filling equipment and racking for storing containers. “Historically, Amsler’s main activity has been in 2 stage PET blow molding equipment. We’ve been expanding into the liquid filling equipment based on demand from our blow molding machine customers.”

Any measures that reduce the final costs are important to our customers What are your customers’ main concerns at the moment when it comes to filling? AL: “For the water market, bottle lightweighting is the main parameter, together with hygiene and sustainability, particularly in more developed markets.”

introduce the Combi concept to avoid air conveying systems and bottle rinsers, which cuts water and electricity consumption. We are also working on reducing the quantity of chemicals needed to clean the fillers. We have therefore achieved a double result as there is less waste to be purified and less energy required for warming the product for sanitisation.” WA: “Amsler blow molders are all electric and the fillers have a small footprint and are energy efficient. Aslo, hydraulics are not used, thereby reducing energy consumption and costs.” What is your best selling filling machinery? Why do you think it is so popular? AL: “Today our bestseller is the mechanical filler. The reason is quite simple: in emerging markets, where we have the most demand, the primary need is to balance CAPEX, hygiene, operational simplicity and filling performances. Our machine provides a very good solution to all of these demands.” WA: “To date our most popular Monobloc filler for water is the 32/32/10 - 32 rinsing, 32 filling and 10 capping heads - with an output of 15,000 bottles per

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hour. This machine represents a cost effective way to upgrade lines from inline to higher output monoblock systems. The same output would require three times as much space for inline fillers.” Can you pinpoint any trends that will influence the filling market in the future? AL: “We believe that in the water market, the future goals will be: bottle lightweighting and TCO in general; operational reliability; sustainability; and hygiene.” WA: “Strategically placed blow molding and filling operations to reduce shipping costs. Making and filling the bottles in the same geographical location as they are being sold reduces transportation costs and the overall carbon footprint. Some customers are now moving towards lighter weight bottles to reduce their bottle cost and also their carbon footprint. Even the smaller filling companies are starting to make their own containers to reduce transportation and raw material costs, thereby reducing their overall product cost. In some cases the smaller filling companies will produce bottles for their local markets.”

WA: “Any measures that reduce the final costs are important to our customers. Amsler blow molders are compatible with both lightweight and biodegradable containers. Container rigidity is often increased after filling by injecting nitrogen. Some customers are already using Amsler blow molders to make biodegradable containers.” How does your machinery address sustainability issues? AL: “We have made various efforts to reduce the energy required to run our machines and were the first company to

Main picture: Sidel’s line equipped with a Combi Inset: W Amsler machinery outputting water bottles

28 SPECIAL REPORT

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What’s your latest model? Sidel Eurotroncia FM-S filler Speed: From 5,000 to 80,000 bottles per hour for 0.5 litre bottles Main features and benefits: Flexibility • It provides good bottle neck grip • Containers can be transferred without the need for guides and no change of guides are required for bottles with different diameters Efficiency • It is a completely automated system controlled from the operator’s panel

• It offers automatic fill level adjustment • It’s a highly reliable system • There are no electronic cards in the electric panel on the rotating part of the machine Hygiene • Filling takes place with no bottle valve contact • There is a minimal number of seals per valve • The system has a reduced filling enclosure for complete isolation of the filling area from the mechanically worked components (optional) • Automatic dummy bottles are available as an option

• Easy internal and external cleaning can take place • The self-draining base is 100% stainless steel • All draining points are situated in the same area

of the machine. On request, they can be concentrated in a single point Numbers of machines installed worldwide: more than 50, with most of them in high speed Combi lines.

W Amsler M120, LM120 and L120 Convertible PET stretch blow molders Speed: Models are available with speeds ranging from 70 to 250 bottles per hour for 5 gallon bottles Main features and benefits: • The M120 outputs 70 5 gallon bottles per hour, the LM120 170 bottles per hour and the L120 Convertible 250 5 gallon bottles per hour • The machines are low maintenance • They feature operator friendly controls • Highly efficient quick changeovers are possible • The systems are flat and sports cap capable without having to change capper heads • They can be equipped with an enclosure for Hepa Filtration Number of machines installed worldwide: Amsler has satisfied customers in Canada, the US, Europe, The Bahamas, Puerto Rico, Trinidad, Jamaica and Dominica. © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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SPECIAL REPORT 29

In practice

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Water record breaker

rikli Nestlé Waters has been running a Sidel line equipped with a Combi 34, enabling Turkey’s bottled water leader to beat speed records. We find out how. Erikli natural spring water is as well known in Bursa as the northwest Turkish city’s old silk trade and hot springs. The city is situated at the foot of Mount Uludag, which reaches 2,443m in altitude, and is where the Aslanoba family first started bottling spring water in 1965. Initially the water was bottled in 0.30 litre glass bottles and 12 litre containers for various bottlers who sold it on for household consumption. Two decades later, Erikli started selling the water under its own brandname, made the switch over to plastic packaging and offered new formats, namely 0.5 litres for summer drinking, 1.5 litres for restaurants and bus companies, 5 litres for family use and 19 litres to replace Istanbul’s municipal water stations. In 1993 it invested in a new plant to bottle its water in PET. By putting its own distribution system in place, Erikli has ensured that its products have a presence in Turkey’s two main channels: small pack (the retail channel), which accounts for a quarter of the country’s water market; and containers up to 19 litres (the home and office delivery channel), which represent 75% of the market. Thanks to three sites located near Bursa which produce carbonated soft drinks, as well as fruit juice and bottled water, Erikli heads bottled water sales in Turkey, with a 15.6% share of the PET bottled water market.

In 2006, the Nestlé Waters Group, which has been present on the Turkish market since 2001 with Nestlé Pure Life water, took over Erikli, which has annual sales of $55 million (€43 million). This acquisition made Nestlé the leader on the Turkish water market, with a 19% market share. The Swiss firm is looking to grow in the Turkish market (8 billion litres per year), where bottled water consumption (90 litres per year versus 189 in Italy) is enjoying double digit growth. Nestlé Waters attributes this growth to: “evolving lifestyles and consumer expectations, as the average standard of living increases within the population.” By its estimations, the Turkish bottled water market should grow 20% in volume by 2011.

new performance records were set. It took five weeks to produce the first marketable bottles at a rate of 61,200 bottles per hour (a record in Europe and in Asia) and one month to exceed 92% line capacity. However, the process was not an easy one. The high bottling speed and line capacity presented complex issues as problems that are insignificant at low speeds often become more significant at very high speeds. Turnaround times for line delivery and installation were also extremely short. Sidel analysed bottling line equipment in minute detail, collaborating closely with the customer, in order to validate technologies and performance levels. Project reviews were also

carried out at regular intervals and new methodologies were tested, including a layout plan audit performed by a Sidel Complete Line Specialist. The primary aim was to optimise industrial strategies and organisation in order to minimise disruption during the installation and commissioning stages. The first saleable bottles were produced more than two weeks before the agreed deadline, with the two formats shipped 10 to 12 days ahead of schedule. The 0.5 and 0.33 litre bottles are now being sold in cafés, restaurants and stores across Turkey. The firm also exports to neighbouring countries and is planning to build a new plant in order to continue its growth. Naturally, this plant will include a line equipped with a Combi 20.

In a bid to maintain its strong position, Erikli Nestlé Waters recognised the importance of investing. Last year it ordered a complete line from Sidel, equipped with a Combi that integrates blow molding, filling and capping functions. “We chose the Sidel Combi for the level of hygiene it ensures and for Sidel’s expertise in blow molding, equipment productivity and package lightweighting,” explained Nestlé management. This is the first time that these Combis have been integrated into a Sidel complete line equipped with labellers, conveyors, shrink wrappers and palletisers. From the beginning, © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

30 SPECIAL REPORT

www.foodbev.com/water Issue 57 - November · December 2009

In practice

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Berg and Langlade receive W Amsler treatment

Amsler Equipment recently sold two of its rotary monoblock water filling lines to bottled water suppliers Berg Water and Langlade Springs. Here is an insight into how the machinery is performing. Located in Newfoundland, Canada, Berg opted for a unit for its PET and glass bottled premium iceberg water, while Wisconsin-based Langlade invested in a filler for its PET bottled custom label and private label spring water products. Berg entered the premium bottled water business three years ago, with the purchase

of the W Amsler filler marking its entry into filling. The 1818-6 unit (18 rinsing heads, 18 filling heads and 6 capping heads) accommodates both glass and plastic bottles on the same line. According to Berg President, Tony Kenny, this was an important consideration due to space limitations. The firm couldn’t install two lines so the overall machinery footprint was extremely significant.

With an output of 6,000 bottles per hour, the filler handles Berg’s 50cl PET bottles and 75cl glass containers. W Amsler also designed the mold for its unique PET bottle, which features shapely grooves and contours that resemble layers of ice. Langlade’s purchase, a 32-32-10 monoblock filler unit, boasts

an output of 15,000 bottles per hour. The firm bottles its spring water in PET and biodegradable PET containers in 35.5cl, 50cl and 59.1cl sizes. It buys preforms and produces containers with a used reheat PET stretch-blow molder from W Amsler. W Amsler’s rotary monoblock water filling lines are made of stainless steel with all rinsing, filling and capping operations enclosed, which promotes a sanitary environment. Plastic bottles are handled by the neck, allowing for easy changeover, while glass bottles are handled by the base. The machines feature PLC controls for reliable and repeatable performance. Speeds are automatically varied depending on line conditions. Filling lines can be set up independently or inline with a W Amsler linear or rotary blow molder. Optional equipment includes CIP (clean in place), bottle descramblers, labellers and complete

downstream packaging solutions.

L is for lightweighting

lthough the ‘L’ in Krones’ ErgoBloc L stands for ‘liquid’, it could also refer to ‘lightweighting’ as the new machinery is suitable for handling lighter containers. The firm prémièred the complete wet-end Bloc at the recent Drinktec trade show in Munich. The all in one stretch blow molder, labeller and filler for PET containers, consists of

a Contiform S16 blow molding machine, which is BLOCsynchronised with a Multimodule

labeller featuring two Contiroll stations for prelabelling freshly blow molded bottles. The labeller is BLOC-synchronised with a Volumetric VODM-PET filler, complete with an upstream base-cooling unit. It has been designed for an output of 28,800 containers an

hour, and is suitable for still and carbonated beverages. It aims to offera lower total cost of ownership for clients, high efficiency levels, optimal material flow, improved operator control and a downsized footprint.

32 SPECIAL REPORT

www.foodbev.com/water Issue 57 - November · December 2009

Trendspotting 10 top trends for 2009/10

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As we bid farewell to another 12 months in the packaged water industry, it’s time to dissect and digest the year’s key moments and wring out the juicy highlights. Just what can we learn from the latest market figures, recent Drinktec trade show and those honoured at the beverage innovation (bi) awards 2009? Which trends will carry us into 2010 and leave consumers thirsty for more? And will they ever be able to watch their favourite film on a bottle of water? water innovation Editor Medina Bailey provides some answers.

Doing it for the kids

What’s in it for consumers? There are two important consumer types to consider here - parents and children. It’s not only vital that children are provided with the latest ‘must have’ product, but also that parents are reassured about its benefits.

AiQA K ids ma ke drin child’s king s play

DUO

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m h fro pouc

Volpa

and drink ket for food The US mar in value by se will increa n re ild ch r fo in 2007 to $16.4 billion h 50% from years. Healt within two s er at w $26.8 billion d re ou as fruit flav ins. drinks such e largest ga th e ak m are likely to Business’ Nutrition ew N e: ’ rc u So y beverages kids health ‘Marketing report

34 INSIGHT

Think: Think AiQA Intelligent Water’s AiQA Kids for one to eightyear-olds (Finalist - ‘Best new children’s drink’ at bi awards; Aquanova’s Aquanova NovaSOL BCS, a range of natural colours to replace azo dyes which can cause hyperactivity and allergic effects (Winner - ‘Best new ingredient’ at bi awards); Volpak’s DUO pouch with stand up straw for easy opening and spillproof drinking (Finalist - ‘Best new carton or pouch’ at bi awards); Corvaglia’s Corvaglia lightweight CSN-26 still water BTL short neck closure, which is extremely easy to open, even for children (Finalist - ‘Best new closure’ at bi awards).

Sustainable sourcing Although the credit crunch has occasionally overshadowed sustainability over the past year, it still remains at the forefront of many consumers’ minds when they are making a purchase. Manufacturers are increasingly looking towards renewable materials instead of solely relying on crude oil production. Lightweighting and using less packaging also go hand in hand with cutting costs, providing a two pronged marketing hit. What’s in it for consumers? They are reassured by products that emphasise their sustainable credentials and feel that they are making a difference by opting for them. It is also becoming increasingly important for consumers to know more about the provenance of what they are consuming, in addition to where the packaging will end up. Think: Thonhauser’s TM Smart Track which replaces soap and water based lubricants

to keep bottles moving along the production line (Winner - ‘Best environmental initiative’ at bi awards); Log’s compostable PLA bottle (Finalist - ‘Best environmental initiative’ at bi awards); the lightweight Eco-Air bottle from Niagara Bottling (Winner - ‘Best PET technology innovation’ at bi awards); Lightweight Containers’ KeyKeg for one way dispensing (Winner ‘Best alternative packaging’ at bi awards); Dolphin Productions’ Dolphin Smartpack water in a pouch (Highly commended - ‘Best new carton or pouch’ at bi awards); PepsiCo’s first green plant in China (Finalist - ‘Best environmental initiative’ at bi awards).

Log’s bottle lin eup

Go figure The market for organic plastics made from renewable resources, such as wheat or maize, is growing annually by 20 to 30%. Source: Drinktec

www.foodbev.com/water Issue 57 - November • December 2009

Products specifically targeted at children have always played an important role in the drinks market, but now that the diets and lifestyles of little ones are being put under the spotlight more than ever, the category is being given renewed impetus. Manufacturers looking to monopolise on the market for kids are emphasising the health benefits of their waters, as well as the hydration benefits that they provide, accessibility and ‘fun’ elements, which will encourage children to consume the products that their parents place in their lunchboxes.

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Go figure

Tomorrow’s world Drinktec organisers admitted that the cornflakes packets with cartoons playing on them, which featured in the sci-fi film Minority Report, are a long way off, but it still played host to various companies exploring the realm of ‘smart packaging.’ So, what could be on offer? Technology could be used on beverages to provide information in different languages or play adverts and jingles on printed foil monitors using solar cells. Developers of intelligent ink are planning to be able to offer drinks manufacturers an invisible ink chip at a cost of under a cent. The printed RFID strips would monitor temperatures and store and transfer data.

ectronic volume in el The market for ed bstrates us inks and su crease in ill w s tronic printed elec 8 to over llion in 200 from $1.1 bi by 2015. $11.5 billion anoMarket Source: N

What’s in it for consumers? Gadgetry has always been a source of fascination for many members of the buying public, so futuristic packaging is likely to stand out and provoke much interest. Think: Toyo Seikan Kaisha’s RFID beverage can (Finalist - ‘Best can or alubottle’ at bi awards); Töpfer Kulmbach’s thermocolours in gravure printing which are only visible within specific temperature ranges to indicate ideal serving temperatures (as seen at the Drinktec trade show); LCR Hallcrest’s ’s colour changing inks which indicate when beverages are at the correct drinking temperature (as seen at the Drinktec trade show); Wolke Ink & Printers’’ m600 coding systems for traceability within the entire value added chain (as seen at the Drinktec trade show).

Counting the calories

Wo lke’s s tr sys acea tem ble s cod ing

Nat ura solu l swee tene tion r s fr om Wil

Although consumers are aware of the importance of leading healthier lifestyles and opting for healthier beverages, such as water, many still place a premium on taste. Beverage manufacturers are increasingly looking to low glycaemic sugars that provide steady absorption into the body, promote satiety and fat burning, and are kinder to teeth, yet also satisfy consumers with a penchant for sweetness. What’s in it for consumers? The belief that by purchasing healthier items they are improving their lifestyles. There’s also the added convenience of adding healthier products, such as flavoured waters instead of carbonated soft drinks, to their shopping

www.foodbev.com/water Issue 57 - November • December 2009

baskets so that they can simply substitute goods that they would be buying anyway. Think: Givaudan Sweetness Taste Solutions’ naturally low calorie flavour concepts (Finalist - ‘Best new ingredient’ at bi awards); Ganic Water’s self titled sugar free spring water line with natural extracts (Highly commended - ‘Best new flavoured water’ at bi awards); Beneo-Palatinit’s toothfriendly beverage applications with Palatinose (as seen at the Drinktec trade show); Döhler’s MultiSweet Stevia natural sweetener derived from the Stevia plant (as seen at the Drinktec trade show); Wild’s Fruit Up, a natural sweetener made from 100% fruit (as seen at the Drinktec trade show).

INSIGHT 35

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Trendspotting 10 top trends for 2009/10

Added extras The concept of ‘functionality’ seems to have become even broader this year, and now includes drinks that aim to aid relaxation, increase brain energy, help the body recover after stressful activities, improve the look of wrinkles, and strengthen muscles and bones. Many products are also being marketed as providing consumers with one or more of their five-a-day of fruit and vegetables, and more and more brands are emphasising their health benefits and even becoming associated with educational campaigns for consumers to participate in. What’s in it for consumers? Consumers are becoming increasingly aware about the importance of hydration. Now they are being offered water products that provide them with this, but also impart health benefits. These multi-tasking products are perceived as hard working and offer an extra incentive, therefore representing good value in the eyes of the consumer. Think: Tate & Lyle’s Enrich Lotus Blossom for digestive, cardiovascular and anti-ageing benefits (Finalist - ‘Best new flavoured water’ at bi awards); Next Generation Waters’ self titled functional water with enhanced flavours and supplements (Winner - ‘Best new functional drink’ at bi awards); Coca-Cola Hellenic’s Wake your body active lifestyle programme (Winner - ‘Best health initiative’ at bi awards); Coca-Cola Hellenic’s Amita 5-a-day campaign (Finalist - ‘Best health initiative’ at bi awards).

Lap of luxury With consumers forgoing expensive nights out for staying in due to the credit crunch, it’s little wonder that they don’t mind saving up to experience the finer things in life. Ensuring that leisure time maintains a certain level of decadence not only means opting for bottled water packaged in an exquisite way, but also considering the source and taste of the water they are drinking. What’s in it for consumers? When times are hard they are willing to pay more for a quality product or luxurious experience for special occasions, rather than take a risk with a standard product. There’s also the idea that they deserve a treat as an antidote to the pressures of modern day life. Think: Danish Bottling Company’s Nornir water (Winner - ‘Best new packaged water’ and Winner - ‘Best design in PET’ at bi awards); Acque Minerali’s Stille di Lurisia (Winner - ‘Best bottle in glass’ at bi awards); Love h2o Limited Edition from Love Limited Edition with Swarovski crystals (Finalist - ‘Best labelling or decorative finish’ at bi awards); Systempack Manufaktur’s coloured glass bottles with swing top lids (as seen at the Drinktec trade show).

36 INSIGHT

www.foodbev.com/water Issue 57 - November • December 2009

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Go figure

Easy does it

s from losure Fizz c Seal Smart

Perr ier’s can frid ge pac k

for

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When it comes to convenience and making life easier, packaged water has always fared well, offering portability and hydration on the move as its key selling points. In recent years, the sector has developed new ways of making packaged water even more convenient through innovations, such as easy to carry multi-packs and reliable, ergonomic closures. What’s in it for consumers? ‘Convenience’ is often banded about whenever the word consumer is vaguely uttered, and for good reason. A product that is easy to use is well worth the investment and might prevent a consumer from choosing another brand. For example, a stressed commuter is unlikely to return to a brand of water that keeps leaking in their laptop bag, while a busy mother or father will be encouraged to pick up a multi-pack in the supermarket if it is easy to transport home.

ng g a purchasi When makin ater, 28% w d le tt out bo decision ab nced by s are influe of consumer sy to carry. e bottle is ea th er th he w er UK’ ottled Wat Source: ‘B Mintel report by

Think: SmartSeal’s Fizz closure with automatic opening and closing (Winner - ‘Best new closure’ at bi awards); Vicap’s cap for creating instant functional drinks on demand (Finalist - ‘Best new closure’ at bi awards); Elopak’s Multipull for holding cartons (Winner - ‘Best multi-pack or crate’ at bi awards); Grabpack from RKW Se & Hartness International for keeping bottles together (Finalist - ‘Best multi-pack or crate’ at bi awards); Perrier’s can pack which fits easily in the fridge (as seen at the Drinktec trade show).

www.foodbev.com/water Issue 57 - November • December 2009

INSIGHT 37

Trendspotting

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10 top trends for 2009/10

Nod to nostalgia There’s nothing like a flicker of nostalgia to bring a warm glow and some much needed escapism. Now this concept has been extended to all sectors as manufacturers are bringing some of their vintage products out of retirement or creating new ones in an old fashioned style. Packaging has also been given the retro treatment to ensure that products are dripping with feelgood factor and provide a welcome distraction from difficult times. What’s in it for consumers? Nostalgic products are undoubtedly shining a beacon of light through the uncertain economic fog by reminding consumers of simpler, happier times or taking them back to their carefree youth.

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to le s ott b g in D Sw DAR mE o r f

Think: Highland Spring’s ‘Now, that’s true love’ campaign featuring nostalgic movie moments (Finalist - ‘Best activation/POS/print or online campaign’ at bi awards); Pepsi Natural from PepsiCo with its traditional crown cap and glass bottle (Winner - ‘Best new adult or gourmet drink’ and Finalist - ‘Best bottle in glass’ at bi awards); EDARD’s EDARD traditional swing bottle stoppers that are suitable for PET bottles (as seen at the Drinktec trade show).

Highland Spring’s campaig with cla n ssic fil m scene s

would umers s n o c t goods ffluen nt of a % for grocery ier or e c r e p Sixty of 10 health t remium u e safer, de abo pay a p believed to b ims ma uffs, eg y la e c h t y t t li a th dst Qua hin foo ful thical. ded wit ore meaning more e lu c in t o m n o is ls a what e’, are nic’. ide fre s ‘orga a h ‘pestic nic c u s s d orga im ‘Beyon e ’s than cla g in t e lu k f enc

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Corporate action

Large corporations often come under fire for solely focusing on profit making. Becoming involved with environmental and ethical projects, which help communities in need, and carrying out charity work, such as donating funds from bottled water sales to good causes, are positive ways to counter such criticisms. New brands are also being established with ethical reputations as their primary selling point. What’s in it for consumers? It strengthens their trust in large corporations and makes them feel that they are purchasing from companies who are giving something back. Think: Coca-Cola Hellenic’s international contribution to water stewardship (Special commendation - ‘Best environmental initiative’ at bi awards); PepsiCo Foundation’s Access to clean water initiative (Winner - ‘Best ethical initiative’ at bi awards); the Água de Luso/Associação Laço’s Drink for life programme for a breast cancer centre in Lisbon (Highly commended - ‘Best ethical initiative’ at bi awards).

s mania’’s ic Ro n e l l e ive Cola H initiat CocaRiver a t p o Ad

38 INSIGHT

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Niche work if you can get it Who on earth would buy that? That might be some consumers’ responses to certain products that don’t have a particularly wide target demographic, but the nature of the niche means that for a small group of people, the product will suit their needs perfectly. They will therefore not only buy it, but also continue to buy it, thus ensuring it achieves a cult, loyal following and becomes a successful brand, albeit in its own distinctive way.

ion est ugg o s ving ’s 9 Ser ABI

What’s in it for consumers? The feeling that they’re not jumping on a bandwagon, but instead have found a product tailored to their needs which makes them stand out from the crowd. Quirky and original products will always gain bonus points as even if they divide the shopping public into ‘love it’ and ‘hate it’ groups, they have at least managed to provoke debate and interest. Think: ABI’s 9° water which should be served at 9° (Finalist - ‘Best new packaged water’ at bi awards); Adelholzener Alpenquellen’s Active 02 in raspberry and coffee flavour (Finalist - ‘Best new flavoured water’ at bi awards); Next Generation Waters’ Change is in the bottle with a quirky message in each bottle (Finalist - ‘Best activation/POS/print or online campaign’ at bi awards); Milehigh Drinks’ Milehigh for dealing with the effects of air travel (Finalist - ‘Best new functional drink’ at bi awards).

Active O 2 from Adelholz ener Alp e

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www.foodbev.com/water Issue 57 - November • December 2009

INSIGHT 39

Regional review: Japan Turning Japanese - part 2

Click here to subscribe The company is also pursuing a strategy of trimming its imported brands in order to better differentiate its offerings from competitors. Two of its successful brands are Contrex and Perrier. However, Vittel is now being taken out of vending machines and has subsequently shown a 50% decline in sales over 2007.

Contrex is consumed by mostly women in Japan, and is known as a: ‘slim water with lots of minerals’. During the first six months of this year it displayed 20% growth over the same period in 2008. A new TV campaign is targeting women in their 20 and 30s.

that is easy to drink. It claims to contain 50% of the daily required intake of calcium (350mg) through Calsura (licensed from P&G), and is produced using Japanese natural mineral water. It is targeted at both men and women in their 20s and 30s. Danone is responsible for product formulation, packaging design and marketing, while Kirin Beverage handles sales and manufacturing production. It is only available in Tokyo and surrounding areas, but will be expanded nationwide in due course.

Its design takes into account the whole life cycle of the bottle, from purchase, to consumption and recycling

Functionality kicks in for Kirin

Co-founder of Exigo Marketing, Steve Galloway, and Beverage Japan President, Yoshihiko Hani, conclude their look at the bottled water market in Japan by highlighting the country’s key bottled water brands and their latest launches. Is Suntory shining? Suntory sold 23.9 million cases of domestic and imported water between January and June 2009 primarily on the strength of its Ten-nen’sui product (an increase of 10% over the previous year). Ten-nen’sui is Japan’s biggest selling national bottled brand of mineral water with a market share of around 21%. It also launched a new brand, Okudaisan, from a spring in Tottori Prefecture in the west of Japan which has proved popular and is on track to exceed sales targets by about 10%. Ten-nen’sui is now being aggressively sold in smaller bottles, and the 50cl size is retailing at JPY110 in convenience stores. Suntory is also selling more 50cl sizes in vending machines, as they move

away from the imported Vittel brand. It is expected that as a result the Ten-nen’sui brand will increase small bottle sales by about 5%, which will account for about 15 to 16% of all Ten-nen-sui sales. From April of this year, Suntory also began shipping some of its 2 litre bottles in clear, shrink wrapped packages of six. This ‘Eco-clear’ packaging is said to reduce CO2 emissions in half compared to traditional cardboard boxes (from the production of the materials to the recycling process). Customer response has been good because there is less to throw away and the packages are easier to carry. On the distribution side, there were some complaints that the packages were prone to falling over, however, so Suntory now uses shock absorbing materials.

Kirin MC Danone Waters sells two core products: the domestically sourced Arukari-ion no mizu and the imported Volvic. Both are down in sales compared to last year (95% and 88% respectively). Although Volvic was negatively hit by last October’s recall, it has rebounded thanks to the flavoured water, Fruit Kiss, which has sold 16 million cases (6% growth). The product is in its third year on the Japanese market and appeals to teenagers as a ‘sweet water’ and ‘change of pace’ product, whereas Volvic is seen as a ‘daily water.’ In June, Danone BODYism Calcium Works went on sale. Kirin is trying to expand the water market by adding in an element that can be digested regularly - in this case calcium. It features Danone branding, but the product was developed in Japan and has been designed to provide a product

Clever concept from Coca-Cola Coca-Cola Japan is having great success with its efforts to radically change its mineral water branding strategy. The brand concept for I LOHAS, which went on sale in May 2009, is not only concerned with water source and quality, but also environmental issues. Its design takes into account the whole life cycle of the bottle, from purchase, to consumption and recycling, ie by increasing stability both horizontally and vertically, making it compatible with the production line and vending machines, and improving recyclability. In particular, the 50cl PET bottle is aimed at young consumers

Yoshihiko Hani and Steve Galloway

40 japan

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who have an awareness of environmental issues. It gives them an ‘opportunity’ to participate in an environmental movement and gain a sense of satisfaction through the purchase of the product. This is a departure from the traditional approach of promoting water as simply natural and safe. In order to do this, the vending capable PET bottle is the lightest in its class domestically at 12g, and both the label and cap have also been reduced in weight. The product uses a 2.75g cap which is a first in Japan and 5% lighter than existing caps, while resin use has been reduced by 65% using roll labels. The bottle has been designed in an eco-friendly way so that it can be twisted into a very small, compact package for disposal. Apparently the twisting action can also help to reduce stress. The bottle holds 52 rather than 50cl, giving consumers perceived added value. Coca-Cola is also promoting the fact that because the product is produced at five factories around Japan, it has an excellent food mileage figure, further supporting the eco concept. Sales are good and for the month of June 2009, it was the top selling mineral water in a 50cl size in convenience stores. CocaCola says that it has effectively communicated to consumers a feeling of security with domestically sourced water, and a simple brand concept.

In addition, consumers have reported that the product has helped in raising eco-awareness among young children.

Otsuka at large Otsuka Beverage’s water strategy is based around the Crystal Geyser line up. This year’s first six month sales were down 86% over last year at 5.2 million cases. The main reason for this was the recall last November, but as over 90% of its sales are small bottles, the brand is now also facing stiffer competition from other domestic brands, which are putting more effort into small bottle sales. Otsuka is also putting some effort into increasing sales of large bottles. It is targeting 1 litre bottles at ‘heavy users’ of the usual smaller size, and testmarketing a 3.78 litre (gallon) bottle for use in an Otsuka designed water server.

Ito-en bucks the trend Going against market conditions, Ito-en’s sales of Evian for the January-June period were 47% up on those of 2008. Ito-en is promoting the healthiness of water, as well as the variety of bottles that it is available in. The combination of advertising campaigns pointing out the ‘good balance of calcium and magnesium’, a new multipack of 33cl bottles for large retailers and pharmacies, plus the opening of a new sales

Market shares by product of domestic and imported mineral water brands 2008 Company

Brand

% Mkt share

Suntory

Ten-nen’sui

Coca-Cola

Mori mo Mizudayori

Kirin MC Danone

Arukari-ion no mizu

Kirin

Volvic

House

Rokko no oishii mizu

Otsuka

Crystal Geyser

Asahi

Fuijsan no banajium ten-nen sui

Itoen

Evian

Sapporo

Nihon Meizan no Tennensui

Suntory

Contrex

Suntory

Vittel

Others promotion office in the west of Japan seem to have reaped rewards. Its main products are 33cl and 50cl PET bottles, along with a 1 litre product for convenience stores and a 1.5 litre bottle for volume retailers. There is also a glass bottle for business use.

Healthy Asahi Asahi Soft Drinks’ Fuijsan no banajium ten-nen sui product showed growth of 12% over the previous year with 6.78 million cases, thanks in part to a tie up between the company’s vending operation and that of Calpis Co. Sales for the first six months of 2009 are over 3 million cases (103%).

L-r: Suntory, Volvic, Coca-Cola, Otsuka, Evian, Asahi and House

29 Asahi is promoting Fuijsan no banajium ten-nen sui as a ‘heath functional water’ because of the presence of vanadium. As with other brands, the large bottles are susceptible to price wars, so the company is pushing its small bottle sizes. As a result, 35cl and 50cl products are now accounting for over 70% of shipments. This year’s advert copy focuses on ‘health water’, highlighting the health benefits of the product. The firm is currently exploring a new sales channel, namely hospitals and clinics where people already have a high awareness of health issues.

Exigo is an international consultancy specialising in strategic marketing, innovation and market entry, with particular expertise in helping food and drink companies in the Japanese market. Established in 1978, Beverage Japan is Japan’s leading trade beverage publication covering all aspects of the drinks industry and market in Japan, and is published monthly by Beverage Japan. Beverage Japan is represented in Europe and Asia by Exigo Marketing. For more information about entering or learning from developments in the Japanese market, contact steve@exigomarketing.com www.exigomarketing.com

www.foodbev.com/water Issue 57 - November · December 2009

japan 41

Turkish delight

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Premium Waters Forum discusses fine water in Istanbul The second Premium Water Forum, hosted by the Fine Water Society, was held in Istanbul on 10 November 2009. Following a successful inaugural meeting in Barcelona in May 2008, the Fine Water Society hosted a second forum for those interested in the sector, including premium water producers, distributors and their suppliers, retailers, foodservice and other customers. The event aimed to establish the opportunity for premium waters in the current economic context by providing market insights, assessing recent developments and networking with industry colleagues. The morning session began with a welcome and introduction by Fine Water Society Board Member Jan Bender of Denmark’s Iskilde, who introduced the keynote speaker, fellow FWS Board Member Steve Rowe, Managing Director of Spain based Water Way of Life. Steve set the context for the event, aiming to define fine water and clarify the role of the Fine Water Society.

Martyna Zimakiewicz, Senior Consultant for Zenith International Ltd, then provided an international premium waters market overview in a presentation packed with facts and figures.

The event aimed to establish the opportunity for premium waters A lively question and answer session followed before the meeting moved from market overview to marketing opportunities. Opening the next session was FoodBev Media Group Editorial Director Bill Bruce who presented on the subject of iconic bottled

Jan Bender

Steve Rowe

Richard Hall

Dr Yasemin Bradley

Brand Development Case Studies panel: Alfredo Tabacco, Bart Meijer and Jan Bender water design. Diet and nutrition consultant Dr Yasemin Bradley followed, looking at how to enhance consumer appreciation of premium water benefits. Michael Mascha, founder of FineWaters.com and also a board member of the Fine Water Society then led a session looking at how a Charter of the society could be developed. This took the form of a question and answer session and set the context for the last part of the afternoon session.

Michael Mascha

Martyna Zimakiewicz

After lunch, there were three brand development case studies. The first was from Bart Meijer, Chief Executive Officer and founder of Netherlands based The O-Company NV, who talked about his experience in copyrighting designer water and bottle design. Simon Woolley, founder of New Zealand’s Antipodes Water Company Ltd then discussed the environmental impact of bottled water, and closing the session, Alfredo Tabacco, Export Sales Manager for Italy’s Ferrarelle looked at how to target exports. The day closed with a session entitled ‘Developing the role of the Fine Water Society for its members’ and took the form of a discussion with the board of the Fine Water Society with input from the audience, chaired by Zenith International Chairman, Richard Hall.

Simon Woolley

42 EVENT REVIEW

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6th Global Bottled Water Congress With the theme ‘New world, new agenda’, the 6th Global Bottled Water Congress took place in Istanbul from 10-12 November 2009. Turkey is the geographical and cultural bridge between Europe and Asia and regionally is the largest bottled water market in the Middle East. In volume, distribution is dominated by home delivery and a unique ‘water shop’ system, while small pack PET HOD is growing by an average of 15% a year. Sparkling water is chosen for its digestive benefits, but flavoured and functional waters have yet to make a significant impact. The 6th Global Bottled Water Congress, organised by Zenith International, gave industry leaders, suppliers, customers and analysts an opportunity to gain a complete overview of the latest trends and developments across all continents from top companies in each region, with extensive time for informal contact and discussion. The event began on Tuesday 10 November, with a bottling plant tour to Erikli - Nestlé Waters’ Turkey facility in the Uludag mountains and was followed by a retail store check tour organised by Danone Hayat.

Markets and marketing The first conference day on Wednesday 11 November began with a regional market overview. Zenith International Chairman Richard Hall introduced Hasan Aslanoba, Country Business Manager for Erikli and Nestlé Waters Turkey, who welcomed the delegates and talked about the Turkish market.

Turkey is the geographical and cultural bridge between Europe and Asia Yesim Güra, Managing Director of Hayat, part of Groupe Danone then provided an insight into the Turkey consumer. The last speaker in the opening session was Fasahat Beg,

Global Market Development panel

General Manager of United Arab Emirates based Al Ain Mineral Water Company, who looked at the opportunities for bottled water in the Middle East.

Joe Doss, President of the International Bottled Water Association, who spoke about how to respond to public concerns on safety and the environment.

A question and discussion session followed, before the conference moved on to the subject of global market development.

Next came David Graham, Waters Division Category Credibility Director for Groupe Danone, who put the case for bottled water.

Richard Hall began the session by presenting Zenith International’s latest findings explaining the global market and industry leader developments. The keynote address - New world, new agenda - was given by Maurizio Patarnello, Chairman and Chief Executive Officer - Asia, Oceania, Middle East and Africa for Nestlé Waters.

Closing the session with the subject ‘Global Food Safety Initiative: best practice and retailer expectations’, was Mike Thomas, Chief Executive of NSF-CMi Ltd.

Rounding up the session with a look at how to achieve premium growth against the economic tide, was Steve Rowe, Chairman and Managing Director of Spain’s Water Way of Life, and board member of Fine Water Society (see also page 42).

Regional Market Overview panel

Lunch was followed by a session entitled: ‘Communicating bottled water benefits’. First up was

Joe Doss

www.foodbev.com/water Issue 57 - November · December 2009

EVENT REVIEW 43

Turkish delight

Source: Zenith International

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Regional Market Overview panel

The volume and value of bottled water sales by region

The last conference session of the day was BRIC markets for sustained growth, looking at Brazil, Russia, India and China.

Zenith International’s Martyna Zimakiewicz.

Speakers included: Ricardo Luiz Freitas, founder of Estância e Água EcoVita, who looked at growing responsibly in Brazil; Jacques Fleury, Group Chief Executive Officer of GG&MWIDS-Borjomi Group, who discussed the opportunities and challenges in Russia; Raghavendran Badrinath, consultant for Vincent & Company then discussed heritage and health in India; and the session closed with a look at the risks and rewards for bottled water in China, presented by

Environment, technology and functionality

The first day closed with a Gala Dinner cruise on the Bosphorus.

The last day of the Congress featured four sessions. The first presented three environmental case studies. Opening, and considering the challenge of addressing the environment and community in tandem, was Ebru Bakkaloglu, Public Affairs and Communications Director for Coca-Cola Turkey.

Closing the session, delegates saw a short video from Italy’s Fonti di Vinadio, about the successful development of the Sant’ Anna biodegradable bio-bottle.

The last session of the day was BRIC markets for sustained growth

After a hydration break, delegates were presented with three functional case studies. The first was from Mark Robinson, Beverage Marketing Manager of New Zealand based Fonterra who talked about ‘Bridging the hunger gap WH2OLE’. Boris Zolyniak, Marketing Director of Germany’s Adelholzener Alpenquellen discussed ‘Active O2 - power with oxygen’; and, closing the session, talking about ‘Skinny Water - zero calorie enhanced water’ was Ronald Wilson, President and Chief Executive Officer of US based Skinny Nutritional Corporation.

Source: Zenith International

Next up with the subject ‘Recycling: working towards

100%’, was Gerry Fishback, Vice President of Operations for US based United Resource Corporation.

BRIC Markets panel

Water plus regional volume shares in 2008 © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

44 EVENT REVIEW

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Ebru Bakkaloglu Tuzecan

Lunch was followed by a session on making savings from new technologies, which featured: Georges Buteux, Vice President - Marketing for Sidel, who discussed production: innovative technology for premium PET bottles; Arnaud Lebecq, Commercial Director of Bericap, who presented ‘Innovations and lightweighting initiatives in plastic closures; and Francesco Ferrari, Sales Director for CCL Label GmbH whose presentation was entitled ‘Triple S Technology: less is more’. The final session of the Global Bottled Water Congress was a briefing on worldwide flavoured and functional water market trends, given by Gary Roethenbaugh, Market Intelligence Director of Zenith International.

Gerry Fishbeck

Boris Zolyniak

Mark Robinson

The 7th Global Bottled Water Congress will be held in Gleneagles next November. For more information, visit www.zenith international.com Gala Dinner Cruise on the Bosphorus

Global Bottled Water Report 2009

Ron Wilson

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

Data 2003-08 Forecasts 2009-13 Still vs sparkling Small pack vs bulk Regional commentary Company activities Product launches Support your investment Identify decisions new growth Adapt quickly opportunities to change and allowing you remain aware to be early to of what your market competitors are doing

Contact us at mi@zenithinternational.com, +44 (0)1225 327900 or order online: www.zenithinternational.com/reports Making Savings from New Technologies panel © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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EVENT REVIEW 45

Products and services

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Machinery and equipment Conveying

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Closures

Seaquist Closures Ltd 5 Bruntcliffe Avenue Leeds 27 Industrial Estate Morley, Leeds, West Yorkshire LS27 0LL, United Kingdom Tel: +44 (0)113 220 3200 Fax: +44 (0)113 289 7323 E-mail: info@seaquistclosures.eu Website: www.seaquistclosures.eu

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

Sports closures and dispensing systems for plastic packaging. Contacts: UK: Paul King +44 (0)7711 648 835 Germany: Gerhard Brandt +49 (0)151 1950 7325 France: Florent Gras +33 (0)6 78 86 35 91

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Paul Smith

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earns his stripes for Evian After enlisting Jean Paul Gaultier and Christian Lacroix to craft limited edition bottles in previous years, Danone brand Evian has now called upon the design creativity of Paul Smith. The resulting vessel playfully pays homage to the British designer’s iconic stripes and features a vibrant colour palette and five different caps to collect, which aim to fit in with Evian’s Live Young mindset. Although they have been designed for the festive season, the glass bottles steer clear of traditional Christmas adornments. They are on sale at premium stores including Harvey Nichols and Selfridges now.

Drink up: Paul Smith samples Evian from his newly designed bottle © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

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ONE TO WATCH 49

Paul Smith

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on Evian “When I was a teenager, right from the

nobody wants. That’s why my studio is

age of 11 - or 12, actually, I’d been drinking

just full of toys, beautiful books, strange

Evian.

objects . . . good, fun things. Then you

So when Evian asked me to

design this bottle, I thought: ‘Well, it’s a

can get great new ideas.

true story. I can do it.’ You know you get asked to do quite a lot of things but I

“When I started the bottle I wanted to use

don’t always think they’re really truthful.

bright colours. Of course, this is my stripe . . . lots of beautiful

But I’ve been

drinking this stuff for a

long time.

lovely,

colours . . . This is the bottle that I designed for Evian and it’s

“My whole life is about

full of all the colours

childlike

being

that I use every day

- not childish, but

and they’re very full

energy fun.

childlike - which means

that

have a

lateral

you

“Life is about living young, being youthful, and enjoying yourself every day

mind, a lateral way of thinking. You’re

curious.

very

If you are looking about

for

the

designers

other are

what

doing

products

what

and

because

every

day

important.”

other

are out there, then you’re

already buying yesterday’s newspapers. So

yesterday’s newspapers

The full festive lineup: Evian’s limited edition bottles, from 2000 to 2009 © water innovation 2009. Reproduced with the kind permission of FoodBev Media - www.foodbev.com For details about syndication and licensing please contact the marketing team on 01225 327890.

50 ONE TO WATCH