Issue 60 | Water Innovation by FoodBev Media Ltd

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New thinking New Zealand-sourced Antipodes - keeping it pure and simple

Enter the 2010 water innovation awards now! Special report

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2010

REGIONAL REVIEW

Caps and closures 5 steps to marketing success Spotlight on Asia Pacific 漏 water innovation 2010. 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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Issue 60 - May 路 June 2010

Making an even bigger splash in 2010

Now open for entries

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17 exciting categories

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Inside this issue 4

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Springboard

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Editor Medina Bailey discusses stress relief, kittens and the joy of entering award schemes.

Bubbles Find out what links Andy Murray, Ellen DeGeneres and Madonna.

COVER STORY

“Drink chilled, drink often, live well.” Antipodes’ founder Simon Woolley reveals how the New Zealand based company has made a highly respected name for itself within the water industry worldwide.

Product innovations The latest waters making their market début.

Tech innovations water innovation’s technical news roundup.

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

Regional proﬁle

SPECIAL REPORT

The perfect cover

An overview of the bottled water market in the Asia Paciﬁc region, including the latest ﬁgures, acquisitions and launches.

Event preview What will the UK’s Total Processing & Packaging trade show have in store for visitors?

Leading caps and closures companies talk about current market trends and their latest offerings.

Marketplace

water innovation products and services guide. Advertiser index.

One to watch How to participate in the water innovation awards programme.

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Five top tips for marketing success Your ‘handy’ public relations guide.

PLUS, you should ﬁnd a supplement on Colours, Flavours and Functionality with this issue, exploring the latest advances in ingredients for bottled water.

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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

www.foodbev.com/water Issue 60 - May · June 2010

CONTENTS 3

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Brain training

“ n this era of multitasking, people who want to remain mentally fit and focused sometimes end up feeling fragmented and stressed out instead.” Sound familiar? Do you take a “hunt and kill approach” to tasks, instead of trying to “focus better and think more productively?” A new book from Harvard Health Publications, titled The Winner’s Brain: Eight Strategies Great Minds Use to Achieve Success, presents techniques for staying sharp. Authors Jeff Brown and Mark Fenske offer advice including mapping out steps to achieve goals instead of tackling large tasks in one go, turning off your mobile phone and taking a walk to aid relaxation and improve your focus, and repeating certain skills to use your memory more effectively.

If you want to make an actual step towards improving your outlook and sense of achievement, taking part in our water innovation awards would be a wise move. We want to celebrate your latest successes, whether they be innovative products that meet a real need in the marketplace, cost and time saving advances in technology, or praise-worthy philanthropic initiatives. Just go to www. waterinnovationawards.com to enter, and feel the positivity wash over you. For further details, turn to page 34. Also in this issue, make sure you check out our ingredients supplement on Colours, Flavours and Functionality, find out how New Zealand’s Antipodes has built up a loyal customer base from page 18,

and uncover the latest cap and closure solutions on page 23. There’s also a look at the ever expanding Asia Pacific market on page 16, and easy but effective marketing tips on page 30. Until next time,

Medina Bailey

For a more lighthearted approach to bringing about relaxation, there’s the ‘Looking at Kittens’ technique, as demonstrated by this spoof from BBC comedy show The Mighty Boosh: http://tiny.cc/e1cfy Individual results may vary.

In the next issue Don’t miss all of this: Special Report The latest in packaging equipment Focus PLA and bioplastics solutions Insight Beauty and anti-ageing waters and ingredients Regional Profile Scandinavia

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Lightening up the news

hisky and water are clearly a winning combination, if this charity project is anything to go by.

Whisky producer The Macallan and crystal company Lalique have launched The Macallan 64 Years Old Single Malt Scotch Whisky in Lalique: Cire Perdue.

identical bids of £3,000 were received, The Macallan and Lalique donated another 10cl dram and set of glasses, bringing the total raised to £6,000.

The campaign features a unique Lalique decanter, which houses the oldest and rarest expression of The Macallan Scotch Whisky ever bottled by the distillery - a 64 year old single malt.

All proceeds from the project will be donated to charity: water, which has funded 2,300 freshwater projects in 16 countries, bringing potable water to over a million people in developing nations. The London auction’s sale alone will provide a community of up to 450 people with clean, safe drinking water for up to 20 years.

A 10cl dram of the whisky and two Lalique glasses were auctioned off at Lalique’s showroom in London. As two

The decanter is currently on a global fundraising tour with stops in 11 additional cities, including Paris, Madrid, Moscow, Seoul, Hong Kong and Tokyo, where further 10cl drams will be auctioned, before the decanter itself is auctioned off at Sotheby’s, New York, in November.

Eden Springs keeps fundraisers hydrated

hether they are running a marathon, sitting in a bath full of spiders or heading for the top of a mountain, Eden Springs is helping to ensure that charity fundraisers drink plenty of water during their challenges. The water company is donating 1,000 cases of its bottled water to people raising money for good causes. Participants must fill out a form on Eden Springs’ website to receive a complimentary case of 24 50cl bottles at their work address. The company has also donated £30 to specific

Sipping celebs The latest water related news from planet celebrity

Whisky raises more than a glass for water charity

To highlight its sponsorship of tennis star Andy Murray, Highland Spring is offering consumers the chance to collect tokens on promotional packs to get their hands on reward prizes and be entered into a free prize draw to win a family trip to a 2011 tennis grand slam.

Ellen DeGeneres has been sipping vitaminwater zero on her US TV show as part of a no sugar regime. “I’ll miss my Sangria, but this is good,” she said, before enlisting a stunt double to perform cartwheels to demonstrate her newfound energy.

charities for every water cooler installed as a result of a recommendation.

It would be wrong not to: Investor of Vita Coco coconut water, Madonna, is pictured with her tipple of choice during a Dolce & Gabbana photoshoot.

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Innovations

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The Editor’s pick of the latest packaged water launches

vitaminwater goes calorie-free Glacéau has launched a new line of its vitaminwater, minus the calories. Available in seven variants, vitaminwater zero contains natural sweetener stevia, as well as the usual blend of vitamins and nutrients. It is on sale in 20oz bottles in Revitalise (green tea), XXX (açaí blueberry-pomegranate), Rise (orange), Squeezed (lemonade), Go-Go (mixed berry), Mega-C (grape-raspberry) and Recoup (peach-mandarin) flavours.

Fiji shows off six pack The latest addition to the Fiji water range aims to make its 33cl sized water even more convenient as it comes in a six pack. Each bottle of Fiji Water Mini & Mobile Six Pack can fit in the smallest of places, including lunch boxes, handbags and tiny hands. “Since the 33cl Fiji launch in 2006, it has been a highly adored product due to its smart size and fit,” said

Grace Jeon, Senior Vice President of National Sales and Field Marketing for Fiji Water. “To deliver greater value and ensure a competitive pricing structure, we worked with our customers to create the ideal six pack.” The new pack is currently available in US retailers, including Target and Kroger, at a recommended price point of $5.49.

Fonte Sole launches Arte in new size Italian mineral water company Fonte Sole has unveiled its Arte bottle in a 33cl size, in response to demand from luxury hotels.

customers. Inspired by its Italian heritage, the bottle features artwork by classic Italian artists, including Leonardo da Vinci.

Elegant Arte was launched in 2008 in a 75cl size for leading hotels in the firm’s key US market. Exclusive hotels within the Ritz Carlton, Four Seasons, Saint Regis and Waldorf Astoria groups became clients following its introduction.

Fonte Sole is particularly popular in gastronomic circles due to its very low sodium content and gentle carbonation of the sparkling variant, making it suitable for accompanying food.

The elegant, clear glass, multi faceted Arte bottle was created by an Italian design company to enable hotels and restaurants to serve an exclusive and differentiated product to their

Founded by Battista Bodei in the 19th century, Fonte Sole has been in the same family for generations. It is located in Lombardy outside Brescia in the foothills of the Italian Alps.

Baltika introduces Life Spring bottled water Baltika Breweries has launched a new bottled water, drawn from artesian wells in Yaroslavl. Life Spring is purified in four stages, including secondary filtration with nano-filters which allows the water’s natural mineralisation to be preserved.

The Russian company conducted geodesic surveys in various regions to find high quality water with a balanced natural chemical content. The water from the artesian wells in Yaroslavl seemed to satisfy all of its requirements.

6 PRODUCT NEWS

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AriZona to the rescue AriZona Beverage Company has launched Rescue Water, a new line of enhanced waters filled with a proprietary blend of Twinlab vitamins and antioxidants.

to detox by supporting liver function and replenishing the body with nutrients, such as Alpha Lipoic Acid, green tea extract, milk thistle extract, and L-Glutathione.

Each of the four brightly labelled bottles, is designed with a unique purpose, while the whole range features AriZona’s classic green tea extract for an antioxidant packed base. With over 40 years of experience in wellness engineering, Twinlab’s laboratories created an advanced vitamin formula for the AriZona Rescue Water line which aims to help increase active fluid replacement and balance nutrient absorption in the body.

• By combating free radicals with a blend of Arabinogalactin, green tea extract and elderberry extract, Pomegranate Punch is designed to support immunity.

Each flavour has its own function: • Berry Blend features L-Theanine, green tea and lemon balm extracts to help the body deal with daily stresses and relax.

Rescue Water is sweetened with Reb A, a natural sweetener that comes from the Stevia plant (below) and is calorie-free. Each drink contains only 25 calories per 8oz serving. The range is currently available in 20.5oz PET bottles, which are made by Constar and feature new DiamondClear oxygen scavenging technology. The technology protects the product within from oxygen, which can degrade the quality of the beverage and impair its nutrients.

• The Lemon-Lime formula is designed to provide an energy boost. With a blend of guarana extract, green tea extract and natural caffeine, it is intended to enhance endurance and fuel focus. • Orange Citrus’ blend claims to help the body

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Tech innovations

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CCL Industries signs global licensing contract with Krones Labelling solutions and specialty packaging company CCL Industries has signed a licensing agreement with Krones to develop and market the TripleS stretch sleeve applicator for beverages. Under the terms of the transaction, Krones will have the right to market next generation applicator machine systems for stretch sleeves under patents owned by CCL for a one time fee.

New small output labeller from Krones Krones has developed a labeller specifically for the needs of mid-tier bottlers. The Vinetta, which is available in sizes with capacities between 4,000 and 8,000 containers an hour, made its début at the Intervitis Interfructa show earlier this year. The Vinetta can be used for a wide range of container dress variants. In the standard version, glass and plastic bottles, jars and special-shaped containers are dressed in body and shoulder labels. An additional cold-glue station also enables back, neckring or swing-stopper labels to be applied.

In addition, there is an option for ultra-accurate application of wine seals, diagonal strips or medallions. The machine can be fitted with a pressuresensitive labelling station, offering abundant options for the latest packaging designs. Benefits include optimum labelling quality, accurate reproducibility, high efficiency and maximised availability. The label magazine holds 5,000 labels, while the changeover time for different containers and labels is extremely short. In designing the machine, Krones used feedback and components from its high-output range.

CCL Label will continue to supply TripleS sleeves to customers adopting the technology.

Lonza acquires Moda Technology Lonza Group has signed an agreement to acquire Moda Technology Partners, a software firm that provides paperless quality control solutions. The acquisition aims to strengthen the rapid testing solutions platform of Lonza’s Bioscience division by adding a complementary product offering for quality assurance and quality control organisations in the life-science industry. Moda’s technology platform offers automated data collection, on demand analytics and workflow visualisation of regulated manufacturing processes, including environmental monitoring, utility testing, and product testing. Benefits include: • Reduction of monitoring costs • Increased data monitoring accuracy • Robust reporting and trending for meaningful analysis • Improved regulatory compliance The technology also enables companies to advance their green initiatives by reducing and eventually removing the need for paper-based, labour-intensive quality control programmes.

Schneider celebrates 40 years in packaging industry End of line solutions company Schneider Packaging Equipment has celebrated its 40th anniversary as a privately owned family business, with three generations of Schneiders in active roles in the company at its Brewerton, New York facility. “This anniversary is a testament to the quality of the leadership, to their tight knit organisation, and to the demand for their product offerings and services,” commented Daniel J Carman, Engineering and Maintenance Manager, Huhtamaki.

“Over the past few years, Huhtamaki and Schneider have developed a strong partnership based on mutual trust and respect. The need to improve our production capability with well built, designed and robust automation equipment led us to Schneider, over several competitors.” During the 90s, the company designed unique equipment to address the specialised packaging concerns of its clients, and built up its reputation for developing quality machinery for case and tray packing, and robotic systems.

Richard F Schneider, founder, Director and Chairman, praised the efforts of the company’s 180+ employees. “I work with many talented, energetic, creative, and dedicated people whose quality efforts make Schneider Packaging Equipment the success it is

today, while we aggressively plan for its future,” he said. “The one constant in our culture is that helping customers achieve outstanding results for their packaging needs by creating custom endof-line solutions and machinery remains our main goal.”

8 TECH NEWS

www.foodbev.com/water Issue 60 - May · June 2010

Iwis unveils plastic conveyor chain solutions Iwis Drive Systems’ plastic conveyor chains for the beverage, packaging and food processing industries aim to meet demand for energy efficient, low noise and low maintenance conveying systems.

links can be placed side-by-side to construct a flat conveying surface with widths of up to 1,700mm.

The plastic flat top chains, which are sold under the Flexon brand name, can be used for most conveying tasks that require a flat transport surface. Typical applications include conveying of glass and plastic bottles, cans and cases in bottling and packaging plants. Flat top chains consist of plates that are connected to each other with single and double hinged joints. This design allows the construction of chains with a width of up to 305mm for both straight-line and curved tracks, onto which the products can be directly placed.

In many applications, plastic modular belts offer advantages over their stainless steel counterparts: Their noise level in conveying systems is up to 80% lower and the synthetic elements are up to 40% lighter, which reduces the required drive power or increases the belts’ conveying capacity. Because of their resistance to chemicals, they can be cleaned with agents that are either unsuitable for metal chains or would require intensive maintenance. The FDA-approved plastic has good mechanical load carrying capacity, is dimensionally stable, even in humid conditions, and is low friction.

Modular belts with multiple hinged joints are also available. A special characteristic of this design is that several chain

The new range of chains comprises about 300 different flat top chains and more than 1,000 modular belt variants.

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Nestlé aims to reduce Americans’ sugary drink intake

lthough Americans realise that drinking sugary beverages contributes to their daily calorie intake, many are not fully aware of the amount of calories that they could be consuming through their choice of beverages. These are the findings of a survey conducted by Nestlé‘s Pure Life brand bottled water. The survey also revealed that the average American consumes three sugared drinks every day. In a bid to increase awareness about the importance of adopting healthier drinking habits, the brand has unveiled the Nestlé Pure Life Pledge. The goal of the initiative is to eliminate one billion calories from American families’ diets in 2010. If 10,000 families of three replace a typical 12oz sugared beverage per person per day with water for one year, they could save up to 50,000 calories. For each family that participates, Nestlé Pure Life will make a $5 donation to the Healthy Kids Challenge of up to $50,000 to help support the fight against childhood obesity. “Encouraging parents to pay attention to the calories that come from beverages can have a positive impact on the health of families across the

country,” said Bob Greene, Oprah Winfrey’s fitness trainer, founder of the Best Life diet, and spokesperson for Nestlé Pure Life. “Keeping well hydrated throughout the day, with beverages that don’t pour on the calories, is critical to staying healthy.” According to the survey results, seven in 10 (70%) Americans think that the calorie content of food and drinks are equally important when it comes to keeping track of their daily calorie intake. Yet, the reality is that less than half (43%) rarely, if ever, pay attention to the calorie content of the drinks they consume and serve to their families. And less than a quarter (23%) make this a priority all of the time. Likewise, younger Americans aged between 18-34 are more lax when it comes to monitoring their calorie intake compared to their 35 and older counterparts (52% versus 39%), because they rarely, if ever, check the calorie content of their beverages.

Waiwera Water increases distribution through Young’s

aiwera Artesian Water has established an exclusive distributor relationship with Young’s Market Company, a US wine and spirits distributor, to deliver Waiwera to all cities in California, Arizona, and Hawaii. In January, the water’s US distribution and intellectual property rights were acquired by Los Angeles based beverage company Brandco. Young’s will provide Waiwera, which hails from New Zealand, with a further surge of exposure due to its distribution to restaurants, grocery stores, clubs and stores.

Waiwera USA CEO, Philana Bouvier commented: “2010 is a big year for Waiwera Water and having Young’s Market Company as our distributor in the US will allow us to take our brand to the next level and further position ourselves as a leading premium bottled water, not only overseas but here in the US.”

Pure Water acquisition goes into full motion

ull Motion Beverage has completed the acquisition of Pure Water Solutions, a direct store delivery beverage company. Full Motion intends to use the acquisition to bring new beverages to market. Pure Water services over 1,100 accounts on Long Island, New York. Last year, the company launched V-Blast, a vitamin infused specialty water beverage. Peter Frazzetto will be the newly appointed Chief Executive Officer, Christopher Mollica will become the company’s President and Paul Dua will become Vice President. Frazzetto and

Mollica will also join the company’s Board of Directors. “We are excited about the synergy between Pure Water and Full Motion Beverages,” said Frazzetto. “This combination marries a sales and delivery platform with proprietary beverage brand development. I believe big things can be achieved as our combined efforts will be focused on a concentrated effort distributing Full Motion’s existing and indevelopment brands.”

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Wellbeing water helps to grow Seeds for Africa

Bottled water keeps Boston hydrated during boil alert

ndependent catering company, Charlton House, has raised more than £6,000 over a nine month period for UK registered charity, Seeds for Africa, through nationwide sales of its Wellbeing Being Well water. The catering firm has donated a percentage of each bottled water sale to the charity which aims to help African families and communities by providing locally sourced seeds, agricultural equipment and technical advice. Wellbeing Being Well water is part of Charlton House’s healthy eating initiative, which aims to improve health in the workplace. A website dedicated to the cause has received a million hits to date. An estimated 70,000 Charlton House customers can log onto the site to find out more about the nutritional and health enhancing properties of the foods available in its 120 staff restaurants across the UK. There are also recipes, an ingredient of the week and tips on how to maximise health and

wellbeing in the workplace. Caroline Fry, Managing Director of Charlton House, said: ”Every time a customer buys one of our specially branded bottled waters, they are helping communities in Africa to grow their own produce in organic vegetable gardens and fruit tree orchards, giving individuals and communities a future, not just a temporary answer. It means that they have a chance to eat more healthily and they have immediate access to fresh produce.

embers of the International Bottled Water Association (IBWA) immediately responded to a municipal water system crisis in Boston, which affected two million people. The bottled water companies provided clean, safe drinking water after a broken water pipe left the city and suburbs without clean tap water. IBWA members delivered more than 1.4 million bottles of water to schools, hospitals, the National Guard, and communities such as Arlington, Lexington, Malden, Marblehead, Medford and Winthrop. The companies involved included Belmont Springs, DS Waters Hinckley

Springs, Ice River Springs, Nestlé Waters North America and Polar Beverages. Speaking on behalf of the Office of the Governor, Mary Beth Heffernan, Secretary of Public Safety, said: “I commend the Massachusetts Emergency Management Agency, Mayor Menino and other local officials, National Guard, MassDOT, the Teamsters and private vendors for their response to this water crisis and mobilising to deliver bottled water when it was most needed.” “In many cases, IBWA members worked around-the-clock shifts to meet the surge in demand from the Boston area and co-ordinate complicated delivery logistics,” said Joe Doss, President and CEO of IBWA. “Our members worked throughout the weekend to get deliveries to area hospitals. In one case, the National Guard went directly to a member’s warehouse and picked up 11 truckloads of bottled water.”

“We try to balance all of our environmental and CSR work with a commercial awareness to ensure that it is a win-win situation for everyone involved. For example, the more bottles of Wellbeing water we sell, the more the charity gains and our sales benefit.”

Isklar campaign hits small screen

sklar Norwegian Glacial Natural Mineral Water has unveiled a new TV advertising campaign for its still and newly launched sparkling range.

150 film title sequences including Blades of Glory, The Incredible Hulk, Sherlock Holmes and Spiderman.

Entitled ‘pure glacier’, the adverts aim to capture the purity of Isklar’s Norwegian provenance, as well as its glacial roots using ice and the suggestion of coldness.

Marketing Director of Isklar, Aoife Burnell-Smith commented: “This new creative campaign really captures the essence of Isklar, and the tongue-in-cheek humour which subtly underlines the ads gives us a unique point of difference within a crowded and traditionally conservative category.”

The campaign will feature in a heavyweight TV plan in both the UK and Ireland and will be

supported by digital media, 4OD, an online catch up service, and digital escalator panels across the summer. The TV ads have been crafted by Hollywood Director, Kyle Cooper, and his renowned production house, Prologue, in Los Angeles. Kyle has worked on more than

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Shepley and Iceni join British Bottled Water Producers

wo more English waters have joined British Bottled Water Producers, the association which represents small and medium-sized bottled water suppliers. Iceni Natural Mineral Water is based in South Cambridgeshire and distinguished by its striking red logo, while Ice Valley Natural Mineral Water, produced by Shepley Spring, is sourced from the heart of the Yorkshire Pennines.

漏 water innovation 2010. 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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Pure Welsh magic highlighted by Brecon Carreg

elsh natural mineral water, Brecon Carreg, is launching a major advertising campaign in Wales throughout May to July with over 180 poster sites and radio advertising.

The campaign describes the water as ‘Pure Welsh Magic’ and depicts the waterfalls and landscape of the picturesque rural Brecon Beacons from where the water is drawn. Brecon Carreg retails across the UK, but the company has always recognised that its strength lies in its heartland of Wales. The water is sourced and bottled in Trap, in the middle of the Brecon Beacons National Park. With its coveted Natural Mineral

Water status, it is considered a premium water, yet priced as an everyday grocery and convenience drink. The £100,000 campaign will comprise 116 x six-sheet posters in two week bursts and will be strategically positioned at the entrance of multiple grocers including Tesco, Asda, Morrisons and Sainsbury’s. These sites alone have an anticipated footfall of 10 million people, of which 6 million are women, during the

period that the advertisements will be on display. In addition, a 48-sheet campaign is planned in the Southern Welsh cities of Cardiff, Swansea and Newport, and a radio campaign will take to the airwaves on various stations. Eva Toth, Marketing Manager for Brecon Carreg, commented: “Our water comes from an inspirational area of National Parkland spanning 519 square miles, complete with spectacular mountains, waterfalls, caves and wooded gorges. Consumers understand the benefits of natural hydration and there is ongoing enthusiasm for healthy

hydration, with Welsh shoppers feeling particularly connected to Brecon Carreg with its distinctly local roots. “We have come a long way from our cottage industry roots to become the biggest selling Welsh water in the UK, and this campaign will help bring our brand to a wider audience at a time when many consumers appreciate and opt for local produce. Provenance is important to people which is why British waters benefited from a 5% growth over imported waters in 2009.” (Source: Zenith International).

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Asia Pacific bottled water trends Asia continued to be the main driver in the global bottled water market in 2009, with China boosting the regional and even global performance. Here are the latest market figures and insights for this growing region. ccording to Zenith International, the Chinese bottled water category - aided by hot weather, a population of 1.3 billion and an improving economy - jumped by 14% and seems set to keep on growing. Looking at the global picture, strength in Asia made up for slowing sales in Europe and North America last year. Climate and concerns for safety continue to drive bottled water forward in the region, with emerging economies such as China, India and Indonesia boosting worldwide volumes. Across the region’s bottled water market, there remains plenty of opportunity, with consumption per person two and a half times less than the global average.

Mergers and acquisitions In the international non-alcoholic drinks industry - including bottled water - all eyes have been on Asia for the past few months with new initiatives coming not from Europe or North America, but from Japan and India.

Going Japanese With sales of beer and spirits faltering at home, Japanese brewers and distillers began to look for opportunities abroad.

In February 2009, Suntory completed its purchase of Frucor in New Zealand, from Groupe Danone. The deal had been struck in the autumn of 2008 after Suntory outbid offers from two Coca-Cola bottlers, Coca-Cola Amatil and Fraser & Neave. In February 2009, Kirin bought 43% of Philippines brewer San Miguel and in July, the first news of Kirin’s interest in buying or merging with Suntory first emerged. May saw Asahi taking a stake in Tsingtao of China from Anheuser-Busch InBev.

Some issues previously only seen in North America and Europe have begun to feature in leading bottled water companies’ agendas In November, Suntory made its first move in Europe with the acquisition of Orangina Schweppes from private equity firms Blackstone Group and Lion Capital for an estimated €2.6 billion. In February 2010, the deal to create a new powerhouse in the food and drink industry collapsed

India’s Tata increased its stake in Mount Everest Mineral Water at the beginning of 2010 after Japan’s Kirin Holdings and Suntory Holdings abandoned their plans to merge. Kirin had hoped to become the world’s fifth largest food and drink business bigger than Coca-Cola - by taking over smaller rival Suntory. But after months of negotiations the two sides were unable to agree on the terms of the deal, or on how the combined company would operate.

briefly mentioned as a suitor for Orangina, was amassing an acquisition war chest. The first sign of any action came in April when Tokyo based sauces to convenience foods maker House Foods Corp sold its bottled water arm and its Rokko no OiShii Mizu bottled water brand to Asahi Breweries’ soft drinks unit - Asahi Soft Drinks Co.

Tata makes a move

Kirin’s alcoholic products include its eponymous beer. It also produces soft drinks and runs restaurant and engineering divisions. Suntory, which bought Orangina last November, sells whiskies, green tea and bottled water.

And while the Japanese beverage giants were on the move, another major new player emerged, this time from India. The Tata conglomerate - already second in the global tea market - took a 30% stake in glacéau vitaminwater maker Energy Brands in the US in 2006, before

At the end of last year, it was reported that Asahi, having been

Bottled water: volume in million litres Asia Pacific

2006

2007

2008

2009

08/09 growth

300

320

330

340

3.0%

Main markets: volume in million litres Sparkling

2006

2007

08/09 growth

2009 share

20,720

23,660

14.2%

40%

12,310

14,030

14.0%

24%

5,150

6,200

20.4%

10%

Thailand

2,600

3,040

16.9%

South Korea

2,490

0.0%

Asia Pacific

Japan

2,570

2,490

-3.1%

Sparkling

0.1

5.9

6.6

7.2

8.1

China Indonesia India

Still

21,640

24,510

27,330

30,820

12.8%

Bulk

21,180

22,670

24,870

28,140

13.1%

Total

43,120

47,500

52,530

59,300

12.9%

Bottled water: per person consumption litres 2006

2007

2008

2009

1,680

1,830

8.9%

Still

Pakistan

1,110

1,230

10.8%

Bulk

5.7

6.1

6.6

7.4

Vietnam

490

550

12.2%

Total

11.7

12.7

13.9

15.5

Philippines

16 ASIA PACIFIC

www.foodbev.com/water Issue 60 - May · June 2010

Source: Zenith International

it was then sold to The Coca-Cola Company for an eye-watering $4.2 billion in 2007. Tata has made its future intentions clear and is launching new ready to drink beverages, as well as eyeing acquisitions in Russia, Asia Pacific, Africa and South America. It reportedly has a Rs 1,700 crore war chest readily available. Tata Chief Financial Officer L Krishna Kumar said that markets such as Asia Pacific, Russia and Eastern Europe are areas where the company is scouting for buys. Russia is one of the largest tea consuming markets in the world. Other tea consuming regions include Poland, Turkey, Ireland, the UK and Japan, besides India. As well as prospects in tea and coffee, the company is also scanning for targets in the healthy beverages arena. “By healthy beverages, I mean products that are non-carbonated and non-alcoholic,” clarified Kumar - clearly leaving bottled water as a top target. And the company’s interests in that area were reinforced in January when it announced that it had increased its stake in Mount Everest Mineral Water to 50.24%, assuming management control of the company.

Sustainability While market development in the Asia Pacific has been assisted by a generally hot climate, which encourages consumption, and by trust in the safety of bottled water, some issues previously only seen in North America and Europe have begun to feature in leading bottled water companies’ agendas. The most important of these is the environment, with several major companies now leading with environmental statements around postconsumer waste and carbon footprinting on their websites. For regular updates on the global bottled water industry, visit www.foodbev.com

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Turning Japanese: latest launches As part of its Super Fibre series, Asahi has introduced Cho Fibre Zero Calorie and Cho Fibre Clear Water. Both contain 7500mg of fibre and 80mg of vitamin C. Calorie Zero is a replacement of Asahi’s Plus Vitamin launched last year with a higher vitamin content. Asa Karada (‘morning body’) is a hypotonic functional water from Calpis which has been developed to be consumed in the morning. The zero-calorie grapefruit flavoured water comes in a square 500ml PET bottle and contains vitamin C, vitamin B6, fibre, potassium and calcium.

“Drink chilled, drink often . . . . . . live well.”

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Antipodes water emerges from a deep aquifer in the Bay of Plenty, Whakatane, New Zealand, and is bottled at source. Although it graces some of the world’s finest dining tables, the water retains its simple, natural origins through its pure taste and uncomplicated packaging and image. Founder Simon Woolley takes up its story. water innovation interview

Taiwan, Maldives, Korea and UAE.

I arrived back in New Zealand at the beginning of 2003 after six years abroad and was staggered to find there was no New Zealand water packaged in glass for the restaurant table. I researched the concept, and over discussion with a group of friends, we decided we needed to fill the gap. Our aim was to produce the “World’s best water from the world’s purest country.”

What kind of locations do you supply the water to? Why did you decide not to stock the water in supermarkets - does it add to its exclusive appeal?

Through a steep learning curve and lots of determination we have gradually grown Antipodes as a company organically - the growth has been fuelled by a heady mixture of passion and demand.

When we launched, we sold exclusively to the on premise market - restaurants, bars, cafés, hotels, lodges and caterers. The point was to target a market where quality, not price, was the issue. The natural market for quality was at the premium end of the on premise market.

we resolved this mid 2007 by building a new bottling plant at source with a much larger capacity, we were unable to grow at any rate. During this period we discovered we won amazing loyalty by being a boutique producer focused on quality

We were also constrained by bottling capacity, and until

How is the bottled water market currently faring in New Zealand? It continues to grow at a steady rate - it is still one of the lowest consumers of bottled water per head in developed countries. As the standard of good tasting water from public utility companies decreases and the focus on health awareness increases, I see good long term growth for the category. Can you briefly outline the range of water products that you offer? 500ml still in glass; 500ml sparkling in glass; 1 litre still in glass; and 1 litre sparkling in glass. Which countries do you export to? Australia, Mexico, United States, United Kingdom, Spain, Hong Kong, China,

Simon says . . . How would you sum up Antipodes in three words? Simple, honest and pure. What’s the best thing about your job? I love the product and every aspect of it. It is a tough job in a competitive sector - if I didn’t believe 100% in Antipodes you wouldn’t see me in this sector for dust. What’s the best advice you’ve ever been given? Careful what you wish for, and don’t over think good decisions. And remember to Drink Chilled, Drink Often, Live Well. © water innovation 2010. 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.

18 COVER STORY

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and provenance. We realised that our customers supported our organic growth, as this sector is always looking for a point of difference. As we grew, our clients felt very much a part of our success. How have you boasted sales despite the international economic downturn? We have been able to increase our sales by being true to our home market - New Zealand and Australia - by focusing all of our attention on the issues the industry has and trying to help resolve the downturn in spending. A large part of this was helped by my restaurant consulting background and a real focus on water education - we found a sound knowledge of our product gave our customers the confidence in making the water sale. What is your main ethos? To deliver what we promise and stick to our original aim of producing the world’s best water from the world’s purest country.

an important part in the complete Antipodes experience. How would you define your marketing strategy? Staying focused at the premium end. Not compromising on quality. Being the best water option for the best restaurant tables in the world - not just through what we say, but through what we deliver.

Before we launched we made sure we were all happy with every aspect. We figured if we launched a product we were all 100% happy with and it failed, it would have been because it was a bad idea. It didn’t fail!

As we grew, our clients felt very much a part of our success

How important is the packaging and labelling of the products when it comes to attracting consumers? Do you think that simplicity lets the water speak for itself? Absolutely. My partners and I have talked about this at length and we believe that the water quality, packaging, design and our respect for the brand all play

Who drinks the waters? Can you briefly describe Antipodes’ typical consumer?

People of all ages and genders. They do tend to be the restaurant diner - because that is our main market - who has an appreciation for quality. Your website emphasises the importance of water complementing food and wine. Is there a good level of awareness among consumers in New Zealand about this? No! This is where we spend a lot of time, getting people to actually taste the water as if it was wine, thinking of the flavour, and considering which wine and food it would complement, but most importantly to give water the same respect as they would their favourite beverage, such as wine, beer or spirits.

Postcards from Whakatane, New Zealand

Drinking in the ambience: views from the Antipodes site; and nearby secluded Matata Beach (top left)

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COVER STORY 19

“Drink chilled, drink often . . .” Click here to subscribe

I have been through this in New Zealand before with food, wine and coffee. Thirty years ago, the country’s restaurant scene was pretty much non existent - people ate because they were hungry, drank to get drunk, and then reached for coffee to appease the hangover. As a country we have quickly adapted to being leaders in the production of great restaurant food, amazing wines and some of the best coffee in the world. Turning water from hydration only, to a respected beverage, is a challenge I am relishing. How important is sustainability to the brand? I think sustainability should be important to every brand - if we are not sustainable, we won’t sustain!

We believed that as we had the luxury of starting from scratch, if we wanted to be a true reflection of the thinking of contemporary New Zealand, we needed to be true to ‘100% pure’. It is definitely what New Zealanders want and increasingly is what people in the rest of the world want. Provenance and sustainability are the new black. This is why we remain the only water bottled in glass that can claim to be completely carbon neutral to any restaurant table in the world. Are you looking to add any new products to the range? We have looked at product extensions, but in particular over the last two years have decided to stick to our core line - it is proven and it works. Continual new lines are for companies that need rapid growth to sustain.

Can you pinpoint any emerging trends that are likely to affect the bottled water market in the future? I think the international trend of governments and local bodies selling their water utility

Provenance and sustainability are the new black companies or even just the management of them to the private sector will create a customer less trusting of tap and more discerning about bottled water and its integrity. Health and

wellbeing is also a trend that will continue to increase, keeping water at the forefront of beverages. There is also the fact that water as a clean resource is fast depleting, so the general public could realise too late that bottled water is their only safe choice - we have already seen this in countries such as Mexico. To quote W.H. Auden: “Thousands can live without love - no one can live without water.” What does the future hold for Antipodes? Will the water be exported to any more countries? We will continue to grow as the demand dictates - all our decisions are based on building a business worth owning. So, we are focusing on owning a company that at any stage of its growth, big or small, satisfies this condition.

20 COVER STORY

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Total Processing & Packaging Covering all packaging sectors, from machinery and materials, to containers and design, the Total trade show is the place to be to unwrap the latest advances in packaging technology. When: 25-27 May Where: Birmingham NEC, UK Organised by Reed Exhibitions, with FoodBev Media as a media partner, Total Processing & Packaging is the largest event of its kind in the UK for machinery, equipment, materials and services for processing and packaging. Hundreds of suppliers from over 30 countries are due to exhibit and guide packaging professionals through the most recent innovations. The last exhibition, staged in 2007, attracted over 680 exhibitors from 30 countries and 11,109 registered visitors (ABC audited).

Packaging innovation In addition to the trade show, the Packaging Innovation Hub will enable visitors to seek out innovative material suppliers and view a range of finished packaging products. A free programme of seminars from major retailers, brand owners and industry experts will be on offer to address current topics including global packaging trends, consumers’ packaging needs, and sustainability issues. The Design Challenge, meanwhile, will showcase

a variety of packaging solutions to new and emerging market requirements. The Challenge has attracted a wide spectrum of entries, from companies and design agencies, such as Artenius PET Packaging, Payne, Multivac and Kinneir Dufort, to independent packaging professionals and students who are keen to present their ideas to a knowledgeable and receptive audience. Entrants have been asked to consider opportunities for the creation of new products, market applications and consumer experiences. Visitors to the Packaging Innovation Hub will be able to assess the entries and vote for the winner on a daily basis.

design, waste minimisation, sustainable development and plastics packaging. The full timetable and availability of the experts is published on the exhibition website at www.totalexhibition. com/clinic, where visitors can book an appointment time.

Exhibitors include: Aetna; Ambaflex Speciality Conveyors; Automated Packaging Systems; Conveyor Systems; Crown Holdings; Domino; Markem-Imaje; Mocon; Norpak; Propack Automation Machinery; and Sleeve Solutions.

Expert advice Attendees can also receive free expert advice on all types of packaging challenges, such as design requirements, material suitability, environmental considerations and cost reductions. Held in association with The Packaging Society, the Packaging Advice Clinic, on stand 5957, will be manned by a number of packaging professionals, with specialist knowledge in a variety of fields including food and drink packaging, MAP, structural

UK Bottled Water Report 2010 This Zenith report is the industry’s definitive business planning tool, covering over 130 producers of almost 200 brands.

Data 2004-09 Forecasts 2010-14 Top 25 company profiles Packaging analysis Distribution analysis Small pack vs bulk Support Still vs sparkling 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 © water innovation 2010. 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.

www.foodbev.com/water Issue 60 - May · June 2010

EVENT PREVIEW 21

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The perfect cover

Making economical savings in many areas, such as weight, cost and carbon emissions, has become a standard requirement for caps and closures manufacturing in recent years. However, corners must not be cut when it comes to quality and performance. water innovation finds out if the latest technical advances and model launches are truly cap-turing the bottled water market.

Page 24 Ask the experts

Page 28 What’s your latest cap model or machine?

www.foodbev.com/water Issue 60 - May · June 2010

SPECIAL REPORT 23

The perfect cover

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Ask the experts The panel Aptar, Florent Gras, Regional Market Development Manager, Beverage Market Europe (FG) Bericap, Arnaud Lebecq, Sales Director (AL) Closure Systems International (CSI), Clint Rush, Bottled Water Marketing Manager (CR) Corvaglia Holding, Romeo Corvaglia, CEO (RC) Husky, Mark Fitzpatrick, Business Manager, Closures (MF)

How is the caps and closures market currently faring? FG: We see further potential growth for sport closures, in both mature and developing markets, as there is growing demand for on-the go consumption for both adults and children. Sports closures provide the consumer with convenience and help to differentiate the product. The market is increasingly segmented with a number of health and wellness products which lend themselves to on-the go consumption.

on everybody’s lips right now is ‘lightweighting’. Because the neck area of the bottle offers the most potential for lightweighting, a whole range of so-called short neck finishes and corresponding light closures have been launched in recent years. In addition, the proportion of

one-piece closures in the market is on the rise. At Corvaglia we specialise in one-piece closures, which offer economical and ecological advantages. MF: The beverage segment continues to perform well. Even in a difficult economy, there are very real savings being realised through bottle neck conversions. As the economy is now recovering, we are seeing the non-beverage segment improve. From a consumer point of view, what should a cap for packaged water offer? FG: First and foremost, safety and product integrity. It must be clear to see that it has not been opened and there should be good sealing properties

AL: Basic features like safety and tight sealing are the most important, followed by reliable tamper evidence. The slit and folded Flexband as used on Bericap’s HexaLite closures is synonymous with reliable tamper evidence. Finally, even though overall dimensions of closures have decreased, they must still be easy for consumers to open and reclose. CR: Closures should provide security, with both a secure seal and strong tamper evidence. They should also be easy to open and close, and their composition material should not impact the taste of the water. RC: Apart from being visually appealing and functioning perfectly, ease of use and handling are vital for any successful package. Saving time, energy and space is becoming more and more important to today’s consumers, who are looking for added functionality beyond the closing, sealing and opening functions of a standard closure. Such needs are met by a user friendly closure that combines added functionality with aesthetic appeal.

AL: The closure market is rather robust and even growing in many areas, including fast developing countries. Bottled water is still in trend and the introduction of lightweight closures is fuelling growth, at least from a supplier point of view.

A closure must be easy to operate and handle. Unfortunately, there are still poor examples of closures on the market so these principles are not always observed. If it is necessary to provide written instructions on the bottle about how to open it, sales of the product will be impaired, no matter how sophisticated the additional function or how attractive the design may be. The motto should be - keep it as simple as possible.

CR: As the economy improves, beverage cap and closure growth is expected to improve as well. The recovery has started, but there is still a very high unemployment rate, so it will no doubt take time. We expect consumers to continue to be very value conscious, especially when it comes to bottled water purchasing. RC: There are some clear trends reflected in the new generation of closures for beverage bottles. For high-value products and the creation of added value for the customer, the trend is ‘innovation’. For mass products, cost leadership is imperative in the long run. The magic word

after first opening and the convenience of easy dispensing.

Every colour covered: Aptar’s closure range

MF: Despite the move to lighter weight closures, they should still maintain seal integrity, ideally prior to tamper band breakage. In addition, it is important that

24 SPECIAL REPORT

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developed a one-piece cap in HDPE. This solution allows for considerable cost savings in comparison with the previous PP cap and separate liner. Using the one-piece Corvaglia hot-fill cap, cost savings of over 30% are achievable. CSI’s sports caps and Aqua Max 300 closures

removal torque is considered, given the smaller sizes that are emerging. What kind of innovative technologies are being used within the caps and closures market? FG: Aptar Food + Beverage only produces sports caps. Our technology therefore revolves around optimising the production process. This includes use of less energy and material, while maintaining the same technical quality and high speed assembly of the components making up our closures, including valve assembly. We also ensure that our caps are adaptable to our customers’ filling lines. From a design standpoint, there are various initiatives, such as chamber cavity closures, which enable extra ingredients to be added at the point of consumption, and the adaption of closures to the new neck finishes. AL: The market is looking for lightweight closures to save resin, and, in line with that, save costs. Also, the reduction of CO2, due to less resin used and, as a consequence, the improvement of the carbon footprint. Therefore most developments focus on opportunities to lightweight closures, but retain the same level of safety and product integrity for the entire package. CR: CSI’s technology focus is centred around innovation that helps our beverage customers enhance the marketability of their brands, and bottlers optimise the total cost of their

operations. Our global portfolio of mini and lightweight closures exemplifies how this process is helping customers market their brands, while lowering their total costs. For sparkling beverages, CSI offers 1881 XtraLok mini, a lined short-height 28mm closure, and Omni-Lok mini, a one-piece linerless shortheight 28mm closure. For still bottled water, our mini portfolio includes Nitro-Lok mini 28mm, Aqua-Lok mini 26mm, SportsLok mini 26mm and 28mm, and Aqua-Max 30.25. For asepticallyfilled beverages, CSI has introduced Asepti-Lok mini. RC: Innovations in design and added functionality provide significant opportunities to achieve differentiation in the market. The design freedom in creating a new closure and the improvement of its functionality are limited by cost and acceptance from the final consumer.

Another closure innovation is the SensoCap. When aseptic filling sensitive products, such as fruit juices, it is still common to fit an aluminum seal to the neck of the filled plastic bottle while it is still in the aseptic zone. However, this can be a nuisance for the consumer, as after opening the bottle, they still have to peel off the aluminum seal. On the inside of the SensoCap closure, there are specially formed tiny plastic blades which cleanly separate the foil seal from the mouth of the bottle as the cap is unscrewed. MF: Closure manufacturers are increasingly looking for systems that have been specifically optimised for the high output needs of beverage closure manufacturing. For example, Husky’s HyCAP, which has been specifically designed for beverage closure manufacturing, is the result of refinements to the entire system to maximise speed, reliability and efficiency. Some of these enhancements include faster clamp cycles, features to reduce cooling times

We have various examples of innovative closure solutions. In the lightweighting area, the PCO Corvaglia short neck design is the only solution to offer an identical distance between the support ring and the tamper band ring. The use of existing grippers on the filling line is possible, which allows the conversion costs of the preform, bottle blowing and filling equipment to be kept to a minimum. We also produced one of the first one-piece hot fill caps. Nowadays, plastic caps for hot-filled products in PET bottles are almost all made from temperature resistant polypropylene and are fitted with a separate liner. We have

and tighter integration of hot runner control. Can you pinpoint any trends that will impact the water caps market in the future? FG: Definitely sustainability, with the development of new lightweight neck finishes, which will impact the market in the future in terms of availability and designs.

The market is looking for lightweight closures to save resin AL: In many countries, costs have been reduced even more, leading suppliers to strive to save costs wherever possible. From this perspective, the trend for lightweight closures will continue. Even countries like India and China, which have a huge potential for bottled water in the future, are already looking for the most inexpensive cost solutions. Global brands have cautiously started the process of closure lightweighting. CR: Cost cutting, weight reduction and sustainability, as well as enhanced tamper evidence for added security. RC: In virtually all fields, current trends are accompanied by an increasing environmental awareness, driven by the continuously rising prices of raw materials and their limited availability. Also, the effect of the carbon dioxide emissions caused by the product is a matter of concern.

One-piece closure for sparkling water from Husky

MF: Rising resin and transportation costs, growing environmental awareness and consumer demand are creating an ever-increasing need for lighter weight closures. It is out

www.foodbev.com/water Issue 60 - May · June 2010

SPECIAL REPORT 25

The perfect cover of this need that the popularity of one-piece closures has developed. They are typically lightweight, making them not only more cost effective, but also more environmentally sustainable.

ensure closure functionality. The ability of injection molding to achieve tight part tolerances on complex geometry means greater consistency in part dimensions. In addition, it offers complete flexibility with part design.

There has been a growing emphasis on looking at the bottle and closure as a complete beverage package

There has been a growing emphasis on looking at the bottle and closure as a complete beverage package. By considering the neck finish, bottle and closure together in the early stages of development, manufacturers can better achieve lightweighting goals, as well as produce a better functioning package overall.

There is also a growing demand for highly productive systems that are able to produce closures at a high volume, with no compromise on part performance or quality. As the weight of closures becomes increasingly lighter, even more stringent care must be taken in the design of the manufacturing system to achieve tighter tolerances for high quality parts and less scrap. To meet this need, Husky offers the HyCAP injection molding system that is suitable for high output beverage closure manufacturing. As material is removed to lightweight the closure, part geometry, as well as repeatability in the manufacturing process, are more critical than ever to

Are you launching any new caps this year? FG: We are currently working on a new sports closure to be presented at Brau Beviale. AL: For water, we will develop and introduce a Thumb’Up 26 to fit the light 26/22 neck. The introduction of a DoubleSeal SuperShorty with advanced tamper evidence is expected for still water as well. We will see new one-piece closures for hot fill applications in the market, offering safe closure performance and providing significant weight savings for closures and necks. CR: The Nitro-Lok mini, the Aqua-Lok mini and the SportsLok mini (1881 and 1901). RC: This year we are concentrating our efforts on our two latest innovations: the CSN 26mm BTL for still water and the 38mm one-piece Hotfill Closure for hotfilled products in PET bottles. We

Bottled waters featuring caps by Bericap

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Corvaglia’s 37mm hotfill and PCO closures

are also introducing customised solutions for global companies. MF: Husky is planning to introduce improvements to its manufacturing platform for caps within the next year. We are continually looking at how we can improve the sustainability, functionality and quality of the closures that are produced on Husky systems. How are you addressing environmental issues? FG: Lightweighting is one answer, but we are also working with recycling organisations to address environmental issues. For example, our swimming silicone project which ensured that the silicone used in our SimpliSqueeze beverage valves is compatible with the PET recycling stream.

The trend towards biobased plastic packaging products also includes caps made from renewable raw materials AL: A major contribution to supporting environmental issues is cutting down the amount of resin used in a closure and in the neck finish, therefore reducing CO2 gas emissions and improving the carbon footprint of the package in general. All developments are moving in a direction which is advantageous to the customer and the environment. CR: By reducing weight through using less material, cutting

down the size, enabling more closures to be transported per shipment, using bulk packaging and enhancing our global network of production facilities so that we manufacture closures as close to customer locations as possible. RC: Along with initial introductions of bottles made from PLA (polylactic acid), which are produced from 100% renewable raw materials, other concepts are beginning to establish themselves on the market. This trend towards biobased plastic packaging products also includes caps made from renewable raw materials. So we are also working with a wide range of materials, whether based on modified starch, cellulose or bioplastics, such as PLA, which are generated by fermentation. MF: Husky has addressed environmental issues by developing the HyCAP injection molding system that is specifically designed to produce the lightweight, onepiece closures that are growing in popularity for beverage packaging. One-piece closures typically require less resin to manufacture, making them more environmentally sustainable than two-piece closures. We also recognise the importance of looking at the bottle and closure as an integrated package. By looking at the complete package, including neck finish, bottle and closure, we can help facilitate lightweighting initiatives, ultimately resulting in a beverage package that uses less resin and is lighter to transport.

26 SPECIAL REPORT

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The perfect cover

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What’s your latest cap model or machine?

Aptar

Bericap

Original Sport Cap

HexaLite 26 FB and 29 FB

Features and benefits

• A good design and strong shelf appeal

• Brings about significant weight savings and related cost savings

• Effective performance • For consumers, it is easy to open, tamper evident, has a good flow rate and valve availability • From a customer point of view, it offers efficient sealing and tightness

• Offers a safe product and ensures a reliable seal and tightness • Fits to high speed filling lines

Corvaglia Thumb’Up 28 and Thumb’Up 29/25

Features and benefits • The lightweight Thumb’Up 28 fits the light weight PCO 1881 finish, saving about 27% of weight for neck and closure, while the Thumb’Up 29/25 offers a weight saving of around 37% for neck and closure • Safety is key to both closures as they comply to consumer safety regulations • They are easy to open with a visible flap signal to tear away the tamper band and one thumb opening

CSI Aqua-Lok mini

Aqua-Max 30.25

26mm Sports-Lok mini

Features and benefits

• This lightweight 26mm closure weighs less than a gram • It still provides the security, application robustness and usability of standard 26mm closures

• This is the lightest weight 30.25 closure in the marketplace used on non-pressurised packages

• Used as an on the go sports closure, it is compatible with the 26mm short height bottle finish

As seen on bottled waters by Ice River Springs Water Co in Canada, and Silver Springs Bottled Water Company in the US CSN 26mm BTL

Features and benefits • The tamper evident break-then-leak (BTL) band is torn off completely before any leakage at the bottle neck can occur • Opening is extremely simple and safe, even for children and elderly people, ensuring that functionality is combined with lightweighting • The cap weighs 1g, compared with 1.6g for the original cap. The bottle neck finish was successfully reduced from 3.15g to 1.75g. With an annual volume of over 1 billion bottles and closures, this lightweighting innovation results in a saving of over 2,000 tonnes of plastic material and a reduction in energy consumption of approximately 50% without losing downstream performance

Want to know more about the complete package? Don’t miss the Special Report on packaging equipment in the next issue © water innovation 2010. 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.

28 SPECIAL REPORT

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Husky 72-cavity HyCAP 300 machine

Features and benefits • Ideally suited to produce the lightweight, one-piece closures that are becoming the preferred beverage packaging alternative among beverage closure manufacturers • At NPE 2009, the machine produced lightweight one-piece 26mm water closures, weighing 0.98g, which represents a significant improvement from the previous industry standard of 1.5 to 1.6g • Lighter closures offer cost effectiveness, as well as improved environmental sustainability

www.foodbev.com/water Issue 60 - May · June 2010

SPECIAL REPORT 29

Five top tips

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. . . for marketing success A strong publicity campaign is vital to making an impact in the marketplace. Two public relations experts reveal how to have effective marketing at your fingertips . . .

3. Shoot and score Never underestimate the power of good quality photography. Busy editors will always choose the photograph that really catches their eye.

mail shots to exhibition stands and e-bulletins, will have a much greater impact if strong, professional images are used. Now that inexpensive digital technology is available to everyone, more and more companies are reducing their marketing budgets by taking their own photography inhouse. This is often a false economy.

Websites also come alive with striking photography which makes the viewer want to read more. In fact, all areas of a campaign, from company literature and direct

Professional photographers know how to position products and use lighting to achieve the best impact. Using a professional photographer not only achieves the best results but saves considerable time, money and effort.

Bob Bushby, Marketing Director, Nielsen McAllister Public Relations

Never underestimate the power of good quality photography

2. Take the write approach Your story won’t sing out unless it’s in tune. Make sure you issue well-written stories that are journalistically sound, grammatically correct and have been accurately spell-checked.

Your story won’t sing out unless it’s in tune

Ensure that your trade customers are aware of your successes by sending stories to them. And, of course, take advantage of groups such as British Bottled Water Producers (www.britishbottledwater.org), which helps market and promote its members’ waters.

Jo Jacobius, Director, British Bottled Water Producers

1. Harness the power of the press Securing editorial coverage in a key trade publication has the perceived benefit of third party endorsement, making effective media relations a very successful marketing tool. But before you go public, you need to ask: Is your story newsworthy? Is it relevant to its target audience? Many companies produce one version of a press release and then issue it to all the publications on their list, but tailoring the story to meet the needs of different titles can be much more successful.

Trade magazines also produce regular features. Sending a release in at the right time for a relevant feature substantially increases the chances of coverage. The campaign can then be extended with special features, by-lined articles and press interviews to secure regular, more in-depth coverage and help to position a company as a market leader and an authoritative commentator in its industry.

Bob Bushby, Marketing Director, Nielsen McAllister Public Relations © water innovation 2010. 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 FOCUS

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4. Don’t put all your eggs in one basket

Marketing in action All in a good cause: Limited edition Ty Nant bottle launched for Breast Cancer Awareness month

Media relations are even more effective when used as part of an integrated marketing communications campaign. A mix of activities from press relations, newsletters and e-bulletins to advertising, exhibitions and sponsorship will help to keep your name in front of customers and prospects, and make you stand out ahead of your competitors. A varied and integrated communications campaign will strengthen the impact of key messages and maximise awareness for your company or product.

Bob Bushby, Managing Director, Nielsen McAllister Public Relations

Narrowing the target: A photoshoot held by Brecon Carreg for its children’s water range

Seasonal success: Ty Nant embraces the Christmas market

5. Take responsibility

Sustainability and corporate social responsibility (CSR) strategies are important, but you must make sure that they are promoted to the full. Certain people love to hate the bottled water sector, despite the fact that it is one of the greenest around. Make sure you dispel any myths that might surround your product’s green credentials - whether your story is one of improved packaging, reduced energy and impressive land management, or one founded on provenance and regionality. Your sustainable credentials should be viewed as part of a wider CSR programme including charitable giving, which can be either through product sales or traditional routes, and offers support in the form of product or monetary donations often linked to specific events or initiatives.

Jo Jacobius, Director, British Bottled Water Producers © water innovation 2010. 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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per year •Mini display - 7 centimetres x single column: £580 per year •Classified plus(Onelogo:off£415 payment for advert to appear within six consecutive issues) To book your advertisement or to discuss other options, contact: Mark Salen on +44 (0)1225 327866, e-mail: mark.salen@foodbev.com Flavours, colours and ingredients Flavours and flavouring

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Flavours, colours and ingredients

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www.foodbev.com/water Issue 60 - May · June 2010

MARKETPLACE 33

water innovation awards 2010 Click here to subscribe

f you haven’t entered the water innovation awards for the packaged water industry yet, go to www.waterinnovationawards.com and sing your company’s praises. Here are all the essential details you need to know about the awards at a glance . . .

What are the categories? Brands and products • Best new still or sparkling water • Best new flavoured water • Best new functional water • Best new children’s concept • Best newcomer brand or business

Packaging • Best new bottle in PET • Best new bottle in glass • Best new label or decorative finish • Best new closure • Best new bottling, manufacturing or production technology innovation

How new should entries be to the market?

Ingredients • Best new functional ingredient for packaged water • Best new product enhancing ingredient: flavour, sweetener or colour

Sustainability • Best environmental sustainability initiative • Best ethical or humanitarian initiative

Marketing • Best consumer print marketing campaign • Best consumer TV/cinema marketing campaign • Best activation, store promotion or point of sale campaign

What should the products do? All products must: • be fit for purpose and fit for market • be able to justify any claims made • clearly communicate benefits - from hydration, health or functionality, to fun or indulgence

What is the judging panel looking for? New products and initiatives that are: • genuinely innovative • establish a real point of difference with competitors • introduce new concepts • offer added value • have market impact

Entries in all categories are open to products or initiatives launched since 1 June 2009

How much does it cost to enter? €195 per entry

When will I receive my award(s)? The trophies will be awarded on 2 November during the 7th Global Bottled Water Congress in Gleneagles, Scotland. All entries will also be featured in the water innovation awards Showcase magazine

What else will the judges consider? Aspects of a product or initiative which directly reflect the following issues may be taken into account: • the health and obesity debate - from calorific value to use of ingredients and portion control • the environment - from responsible management of packaging and packaging waste to ‘food miles’ • ethical issues - from Fairtrade to Corporate Social Responsibility

Are sponsorship opportunities available? The water innovation awards 2010 provide a unique opportunity for sponsors to secure valuable international exposure across the global packaged water industry: • at the Global Bottled Water Congress • in water innovation magazine • on www.foodbev.com • and through a publicity campaign involving traditional media, social networking sites and YouTube

For more details and to enter, visit

www.waterinnovationawards.com © water innovation 2010. 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.

34 ONE TO WATCH

www.foodbev.com/water Issue 60 - May · June 2010

FoodBev com A world of food and drink

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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