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Entrants review MOSCOW 2008







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Contents Page 6-9 Best new juice or juice drink

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Page 10-14 Best new functional drink

Page 15-17 Best new adult drink

Page 18-19 Best new health initiative

Page 20-21

Page 26

Best ingredient innovation

Best sustainability initiative

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Page 28-30 Best newcomer brand or business 2008 beverage innovation awards supplement


published by Zenith International Publishing Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom Tel: +44 (0)1225 327890 Fax: +44 (0)1225 327891 Email:

Managing Editor: Claire Phoenix News Editor: Mike Ramey Technical Journalist: Medina Bailey Senior Designer: Jolyon Edwards Designer: Kirstine Henderson Sub Editor: Magdalena Kogutowska Group M anaging Editor: Bill Bruce

Page 22-25

Page 31-33

Best packaging innovation

Best marketing campaign



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Every effort is made to verify all information published, but beverage innovation cannot accept responsibility for any errors or omissions or for any losses that may arise as a result. Opinions expressed in articles do not necessarily reflect those of Zenith International Publishing Ltd. beverage innovation welcomes contributions for publication. Submissions are accepted on the basis of full assignment of copyright to Zenith International Publishing Ltd unless otherwise agreed in advance and in writing. We reserve the right to edit items for reasons of space, clarity or legality. Moscow, April 2008

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Applauding innovation In this special supplement, beverage innovation magazine Editor Claire Phoenix introduces the judges and entrants in the 2008 beverage innovation awards.

J beverage innovation Editor Claire Phoenix

udging day arrived and the panel gathered at the Sheraton Hotel, Heathrow in early March for an evening and day of heated discussion - well aware of the months of planning which go into bringing a product, ingredient or campaign to the point at which it is ready for the consumer to view or the beverage manufacturer to use. The 2008 awards attracted over 120 entries from 21 countries and were judged in ten categories. The product categories cover best juice or juice drink, best functional and adult drink followed by best

Bill Bruce was one of the founders of Zenith International Publishing in 2000. As Director and Group Managing Editor he is responsible for content across four innovation titles - beverage innovation, dairy innovation, water innovation (formerly known as bottledwaterworld) and cooler innovation - supported by a dedicated and experienced editorial team. Specialising in non-alcoholic beverages from water and juice to functional and energy drinks, Bill speaks internationally on consumer trends, innovation and product launches. Bill is also an accomplished musician and composer.


Hannah Naseem graduated from the University of Newcastle in 2003 and gained a role on the Asda Graduate Scheme. Moving through each discipline from store operations, merchandising, marketing and finally into a buying role, Hannah is focused on sourcing and supplying great quality products at affordable prices. Hannah has particularly enjoyed her latest role heading up the Chilled Juice & Eggs categories in the Dairy Department and has driven both value and volume share significantly throughout 2007. NFC Juice share is a key highlight, having been driven through the delivery of a market leading own label range in shrink sleeve PET bottles.

health, best packaging, best ingredient, best newcomer and best marketing campaign. Each was judged against strict criteria, while looking for genuinely innovative products and initiatives introduced since January 2007. The current trends towards natural, fun, local and provenance were evident in every category - with health, nutrition and on the go convenience, recurring themes. Entries were received from companies and organisations both large and small - from brands with global presence to newcomers building small

William Hartston, born 1947, read mathematics at Cambridge before becoming an Industrial Psychologist, British chess champion and author of many books on chess, pointless academic research and useless information. He has worked at the Daily Express for the past ten years (after ten years at The Independent) where he writes the daily Beachcomber column of surreal humour as well as a daily Ten Things You Didn’t Know, and a daily Forgotten verse column digging out poems. His main venture was writing, for several years, the Crusader column in the Express, championing causes against bureaucracy.

niche sector products. Some have the challenge of bringing new elements to well developed markets while others are facing the difficulties of working in emerging markets. Thank you to all who helped judge the awards (pictured right) and in particular to all who entered. The standard is incredibly high across the board and there was much groaning at voting time. Finalists, highly commended entries and category winners along with the overall concept winner will be announced at the Gala Dinner during the 4th InnoBev Global Soft Drinks Congress in Moscow on 9 April. The results will feature in next issue of beverage innovation and online at

Gareth Edwards helps people to overcome health challenges with fresh living foods. He has a degree in natural therapeutics, a diploma in nutritional therapy and is a nutritional blood microscopist. He has been helping customers and clients with food choices and decisions at the new Whole Foods market since it opened in June and also practices at London’s leading complimentary health Hale Clinic. His fresh food based approach draws inspiration from his visit to the Hippocrates Centre in Florida and personal tuition by leading American microbiologist Robert Young. Gareth has won three sporting national championship titles and writes a weekly column in the Daily Star. Moscow, April 2008

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From left to right: Neal Cavalier-Smith; Joke Aerts; Sam Rowe; William Hartston; Hannah Naseem; Chair of the judging panel, Zenith International Publishing Group Managing Editor Bill Bruce; beverage innovation editor Claire Phoenix; Gareth Edwards; and Kolbjorn Naesje.

Kolbjorn Naesje is a graduate Civil Engineer of Heriot Watt University, Edinburgh, today living in Norway. He has two children (one of whom is the founder of SmartSeal) and four grandchildren. Ten years experience in hydroelectric power schemes and industrial construction, was followed by 20 years in the offshore oil and gas development projects. From 2001 he has been engaged in the establishment and development of SmartSeal as a company, and also participating in the technical and marketing process of bringing new and innovative products to the marketplace. Moscow, April 2008

Sam Rowe of UNESDA is a communications consultant. As UNESDA communications manager she works to promote the work of the organisation and the non-alcoholic drinks sector in Europe. This includes an ongoing dialogue with European regulators, influencers, media and peers. A British national, Sam moved to Brussels in 1997. She is a Director of Weber Shandwick and focuses on communications campaigns, issues management and media relations. Sam is president of IABC Belgium and a member of the CIPR and IPRA. She holds a BA Hons in Modern History and Politics from the University of London, Royal Holloway College.

Neal Cavalier-Smith is the lead Strategist and Managing Director of Brand Consultants Healthy Marketing Team, a partner company to Design Bridge, with the slogan ‘Better targeted products - faster to market’. He works all around the world leading branding and innovation workshops with participants from different countries and cultures. He has travelled to more than 80 countries and lived in Europe, Asia and the Americas. For many years Neal was a successful entrepreneur and combines this experience with eight years expertise as a strategic consultant since qualifying with an MBA in Management from London’s City University.

Joke Aerts, European Network Co-ordinator of the Rainforest Alliance in Amsterdam, has been with the organisation since 2003, working for Executive Director Tensie Whelan, in New York. In 2005 she opened the first European Office for the Sustainable Agriculture department, where her role includes networking and acting as representative among local NGOs, fundraising in the EU environment, reaching out to media, and offering support to business and NGO partners. Holding a BA in International Relations and Sustainable Development from Johns Hopkins University in Baltimore, Joke speaks Dutch and English natively, French fluently and is studying Hindi.


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Best new juice or juice drink


he Best new juice or juice drink category attracted 24 entries. Batchelors Sqeez 100% SuperJuice is a blend of yumberry, pomegranate and red grape. Tapping into the trend for juices with antioxidant benefits, the ingredients have been chosen for their superfruit health properties. “Red fruits are known to play an important part in our body’s wellness,“ explained Marketing Manager Michelle Corbett. “Yumberry is the new fruit of the moment being rich in antioxidants that protect your body against cardiovascular disease, high cholesterol and eyesight degradation.”

Asda Juice Buyer Hannah Naseem

Design consultancy Blue Marlin entered three premium coconut drinks communicating refreshment, indulgence and respect for nature: clear COCO Juice;

“It says try me, love me.”

light milky COCO Milk; and the indulgent COCO Cream. Owner Dr Antonio Martins approached Blue Marlin looking for a premium package to communicate the qualities of these products to retailers. Repositioned to appeal to consumers looking at health and beauty, the logical and coherent brand architecture expresses a respect for nature and gives this natural product supermarket shelf stand out. Following on from its successful apple with ginger and elderflower, Cawston Vale has added Apple & Rhubarb to its premium pressed apple juice range. Established over 20 years ago, Cawston Vale uses 100% juice from whole fresh apples including English Cox, Orange Pippin and Bramley plus juice from fresh rhubarb. The result is a well rounded fruity juice with a little extra tang and bite. Bringing innovative apple juice blends to more customers through a significantly wider ambient market, the juice is packaged in 1 litre Tetra Prisma cartons. Launched in October 2007, Fruice Juicy is the new children’s still juice drink from Coca-Cola Bottlers Ireland. It contains 60%

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juice with each 25cl bottle contributing to one of a child’s five a day RDA of fruit and vegetables. A first in the Irish market for an ambient sports cap product with the “one of five“ proposition. The Orange Tropical and Apple & Blackcurrant flavours contain no artificial sweeteners, flavours, colours and no added sugar. It is packaged in a quirky 25cl PET bottle with colour coded flip-top closures, which appeal to children while being safe to use and suitable for lunchboxes. Fruice Juicy is listed with all major multiples in the Republic of Ireland and Northern Ireland. It has distribution in over 600 stores and has sold 1 million bottles in just five months. The Northern Ireland Education Board has approved the formulation of Fruice Juicy and it is now available in 50 schools in Northern Ireland.

integrated communication and support plan, Amita Winter Warmer is set to become an established premium drink.

Through its Winter Warmer juice range, Coca-Cola Hellenic has introduced to Greece the new concept of hot consumption in the juice category through its Amita apple with cinammon. This launch was followed by Amita Chestnut in December. Amita is the leading juice brand in Greece and through an

Leveraging its expertise in fruit drinks spanning more than 60 years, Coca-Cola’ Germany’s Fruitopia brand was launched in Germany in October 2007. Offering a range of juices and juice drinks in small pack PET for immediate on the go consumption. The company consulted nutritionists when

Coca-Cola Deutschland

Coca-Cola GB entered Minute Maid Nutri Top Up - a range of nutritional chilled juice drinks to provide families with a top up of more of the ‘good stuff’ - ie selected vitamins. Nutritionist Gareth Edwards explained how it is the proanthocyanins which are the therapeutic element visible in strong fruit colour.

From left to right: Coca-Cola Hellenic; Blue Marlin (COCO); Batchelors; Cawston Vale; Good Natured UK; Coca-Cola Bottlers Ireland; Coca-Cola GB

6 BEVERAGE AWARDS Moscow, April 2008

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Launched as a great tasting yet affordable juice based drink in a large 1.6 litre aseptic PET bottle, BotaniQ Everyday from CocaCola Hellenic Eurasia/ Aquavision was trialed as a natural juice formulation with consumer blind testing scoring as high as nectars and some juices. For the first time, premium red grape and pink grapefruit and citrus

drinks with pulp have been made popular and affordable for the mass consumer in Russia. BotaniQ is slightly sweeter than some products

on the market, yet still tastes natural. In just seven months it has become category leader with around 25% volume share. The first company to launch a smoothie-like product in Russia was CocaCola Hellenic Eurasia/ Aquavision. BotaniQ Original is a drinkable fruit puree in wild berries, pear with honey, strawberry banana, mango orange banana flavours. The drink did not launch under the smoothie name and instead emphasised its premium and natural qualities. Sold in 35cl bottles for the premium segment, it contrasts to the low value, lower quality mass products at the other end of the spectrum. Consumers are happy to pay a premium price however for its thick and pulpy natural texture Minute Maid Limon&Nada was launched by CocaCola Iberia in Spain to tap into the adult refreshment market. Limon&Nada meaning “Lemon and Nothing“ and emphasises making things simple, but special. The product is available in the three flavours, classic lemonade, with cardamon and classic with a hint of mint. The recipe contains 13% juice, 2% pulp, no preservatives

and only 53kcal per 100ml. The presentation of the product is fun, creative and simple with a focus on the naturalness of the ingredients. The latest addition to Serbia’s Fresh & Co Fruit Factory NeXt Joy range is a fruit drink with 13% fruit content in three flavours. Launched in early 2007 ahead of the summer season, NeXt Joy in glass packaging won the hearts and minds of Serbian consumers. Today its unique square PET bottle, decorated with a colourful half sleeve label is succeeding through premium product differentiation. According to PepsiCo the UK smoothie category is now worth ��210 million with growth at around 37%. They say the category has the potential to grow by over £100 million in the next two years. Tropicana holds the number one position within chilled juice and, having 60 years of experience in selecting and blending fruit, feels confident of its offering. Tropicana smoothies are made with 100% pure fruit and are not from concentrate. Each 25cl glass of Tropicana Smoothie provides two of the recommended five, fruit and vegetables a day.

Fresh & Co Fruit Factory

Launched in June 2007, Smootheze from Glanbia Consumer Foods in Ireland is a smooth fruit blend containing 40% fruit and 60% probiotic yogurt. Presented in a clear domed 33cl PET pot, each serving contains at least one of the daily required fruit portions. It includes 50% RDA of vitamin C and “all the taste and goodness of a freshly made smoothie without the waiting or the mess.” In four flavours: Mucho Mango, Very Berry Fruity, Superfruit Superstar and Tropical

Zenith International Publishing Group Managing Editor Bill Bruce

considering phyto-nutrients. The result is two breakfast multifruit drinks enhanced with calcium from milk and fibre from maize, three 100% juices - in orange, multifruit and apple cherry variants containing vitamin C. Of the two multifruit juices one is antioxidant and the other has prebiotic fibres with a positive effect on gut bacteria.

“Consumption occasion specific drinks are an increasingly common trend.”

From left to right: Coca-Cola Iberia; PepsiCo; Coca-Cola Hellenic Eurasia / Aquavision; and Glanbia Consumer Foods Moscow, April 2008


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Best new juice or juice drink Tango, Smootheze are designed to appeal to young urbanites wishing to live and eat more healthily. The drink won 39% share of the single serve Smoothie category in 2007 according to AC Nielson - being a healthier way to snack.

Eckes Granini UK

Good Natured juice from Good Natured UK launched in October last year with Pure Orange and Pure Tropical juice in 1 litre cartons. Each of the 100% Valencia oranges used, comes from the Rainforest Alliance Certified Del Oro Farm in Costa Rica, which has met a comprehensive set of standards. These include worker protection, access to medical care, education for farm workers and their families, ecosystem conservation, agrochemical reduction and wildlife protection. Being made from concentrate means its carbon footprint is three times smaller than juices not

“Unmet demand for more interesting single variants”

from concentrate. Already popular, founders Greg Boyle and Wayne Hitchman, have extended the range into 25cl prisma packs. Saying: ”The use of Rainforest Alliance certified fruit provides confidence that not only is Good Natured juice sourced in a way that is good for the planet and good for people but it also tastes great, making it a real win for both consumers and farmers.” Eckes Granini UK launched granini Cherry and granini Strawberry juice after independent research revealed unmet demand for more interesting single fruit juice variants, such as cherry, strawberry, apricot and banana. Cherry in particular fits well in the current superfruits trend, for its perceived natural health benefits. The granini range of fruit juices and nectars is distributed in more than 70 countries worldwide. J Garcia Carrion of Spain has introduced a Not from Concentrate range to Asda. These bright PET bottles marked a step change in the performance of the segment, resulting in market share gains of over 30% year on year according to the company. The bespoke bottle was designed to be easy to handle and better to pour from than cartons due to

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its waisted neck. The whole bottle is shrink sleeved, which not only protects the integrity of the content but provides the opportunity to carry impactful graphics that

demonstrate the fruits in the bottle. Flash pasteurised to maximise its taste profile and retain as many of its vitamins and nutrients as possible - all the above is achieved without charging customers a premium, demonstrating Asda’s philosophy of great tasting products for less. J Garcia Carrion also entered the Asda Superjuice juice drink range, as the first cohesive Own Label range in the UK in this premium area. This retailer exclusive juice is based on giving consumers added value, both in terms of flavour profiles and novel

and exotic fruits. Addressing Asda’s need to drive a health agenda the range brings the concept of own label functional juices to the UK. This being one of the key drivers in the US market. Launched in 1 litre Elopak Curve packs, the range comprises Blueberry & Pomegranate and Pomegranate & Raspberry. UAE based Masafi launched the unusual flavour of Mellow Melon in December 2007. Masafi juices are growing faster than the industry, at 21% year on year. Currently it is one of the top 10 juice brands in the UAE out of more than 70 brands. The Masafi juice range of Tropical, Mango, Orange and Apple, was extended with Soothing Berries and Truly Caribbean in the first half of 2007. It later launched Zesty Citrus and Gracious Apricot to keep up with evolving tastes. Melon is a rich source of lycopene, which has been linked to improvements in heart health and reductions of certain cancers. Masafi Juice was the first in the Middle East to introduce hot fill technology - retaining the juice’s freshness for the period it is stored. These

From left to right: J Garcia Carrion; Eckes Granini UK; J Garcia Carrion; and Coca-Cola Hellenic Eurasia / Aquavision

8 BEVERAGE AWARDS Moscow, April 2008

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Multon in Russia entered a unique mulled wine recipe with lemon, cinnamon and cloves for its new Dobry Winter beverage. Meaning Good or kind, Festive Dobry Winter gives consumers the taste of mulled wine despite the lack of alcohol. Packaged in a 1 litre resealable, screwcap carton complete with festive graphics, this arrival has party appeal. Multon also entered Nico Biotime in various fruit blends to suit each time of day. The orange pineapple blend with green tea extract is designed to refresh and waken in the mornings. The orange carrot nectar which contains honey and nut extract is fortified with lutein for a quick, yet satisfying snack. The lunchtime drink of orange mango nectar is enhanced with dietary fibre to improve gastrointestinal digestion and remove toxins. An orange and mango nectar fortified with dog rose and acerola with beta-carotene gives revitalising energy for the second half of the day. For evening, an orange peach nectar with Melissa offers calming harmony to promote good sleep. Rich Fruit Mix is a 100% pure fruit puree drink or smoothie, also from Multon

in Russia. Packed in a trendy Gualapack 20cl pouch with resealable cap - it is easy to carry in a handbag or rucksack and the practical squeeze technology allows for quick and easy consumption. Modern, stylish and dynamic, it encourages young consumers to eat healthily and the practical packaging makes it a great snack on the go. RDA Organic known for its innovative juice drinks is first on the market with a range of fresh functional superfruit drinks called by this very name. Each drink

William Hartston, Express Newspapers.

bottles are recyclable and so environmentally friendly.

“Non alcoholic mulled wine is innovation.”

has specifically selected fruits that, topping the vitamin and antioxidant chart, give consumers a health boost as well as their RDA. Organic Evesse apples are included as Britain’s local superfruit grown in Herefordshire. These help in cardiovascular health as well as being rich in antioxidants, polyphenols and vitamins.

The first flavours are açaí, blueberry, Evesse apples and pomegranate, blackcurrant and Evesse apples all in 25cl bottles. The RDA in organic stands for recommended daily allowance. RDA is 100% fresh, 100% pure and 100% organic with nothing added no water, sugar, preservatives or concentrates, just premium organic fruit. Experts in exotic drinks for over 25 years Rubicon Drinks’ latest launch into Papaya boasts a wealth of health benefits. Having screened over 200 varieties of Papaya, a pulp was identified which is naturally high in lutein. Rubicon Papaya juice drink contains pulp, not concentrate and offers a significant level of lutein per serving (one sixth of the suggested daily recommended intake). Substantial research suggests this antioxidant can help protect eyes and protect skin from UV induced damage. Rubicon has teamed up with the Eyecare Trust to raise awareness of the importance of a diet rich in lutein and eye health. The cause championed specifically was Age Related Macular Degeneration, which is one of Britain’s biggest causes of blindness, accounting for up to 50% of blindness and partial sight registrations in the UK.

true fruits GmbH entered premium fruit smoothies made using best quality fruit processed in a gentle way for optimum taste. Made using only natural ingredients with no concentrated fruit extracts, water, sugar, colourants, emulsifiers or other additives, the range is packaged in an innovative graduated 250g bottle. The contents of one bottle equal the full recommended daily amount of fruit intake. The true fruits glass bottle is brilliant in its simplicity and clarity. High quality ceramic print allows a clear view of product contents. The graduated measuring scale indicates the number of different fruits contained within the bottle. Shelf stand out ensures differentiation from competing products in the German market. Finalists in the Best Juice or Juice Drink category include: true-fruits GmbH, Coca-Cola Iberia and Good Natured.

From left to right: Multon; Masafi, Multon, Rubicon, RDA Organic, truefruits GmbH, and Multon Moscow, April 2008


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friplex Flavours and Fragrances entered ega - the name being the reverse of ‘age’ - a deep rose coloured, premium, grape based drink, infused with natural pomegranate and Rooibos tea extracts. Addressing the growing adult demand for non-alcoholic, healthy beverages, this drink packed in a slender, elegant 75cl glass bottle offers a sophisticated alternative. Grapes for the drink are harvested in January, before fully ripe, so retaining their natural acidity. Next the grapes are pressed and the juice settles before adding the extracts. All the grapes are grown on the wine estate eliminating unnecessary transport of raw materials and assisting its carbon neutral footprint, which is a primary goal of the estate. Fairview is one of largest privately owned wine estates in South Africa and has received many local and international accolades for its wines and cheeses. Beverage Innovations GmbH entered Venga - a group of functional drinks made from Swiss Alpine water enhanced with vitamins in juices plus healthy antioxidant teas but no artificial ingredients,

flavours or colours, HFCS or preservatives. The Venga line up includes six functional beverages in 53.2cl/18oz cold-aseptic filled PET bottles: Energize (energy), Daily Dose (meal replacement), Rehydrate (athletic performance), Calorie Burn (weight management), Brainstorm (mental acuity) and Health&Zen (wellness).

bio-synergy Ltd

An energy recovery and strength performance drink, Gym Tonic from Bio-Synergy UK contains açaí and amino acids to help consumers feel great after a workout. Based on natural spring water, Gym Tonic features the Amazonian superfruit açaí which is said to boost the immune system, plus amino acids to ensure maximum recovery

- whether from a tough workout or a long day at the office. According to research published in the British Journal of Sports Medicine, one of these amino acids - L-glutamine which assists muscle recovery - is found naturally in the body. Botox is so passé according to Bio-Synergy which has also launched Beauty From Within. This functional drink contains white grape juice, aloe vera, green tea and vitamins A, D and E - all of which help to maintain a youthful skin. Antioxidant vitamin A maintains the health of the skin and surface tissues; increases the rate of skin turnover and promotes collagen. This new drink also contains vitamin E to help repair the skin and protect against pollution. The antioxidant properties of white grapes gives tone and dynamism while the green tea and aloe vera are ingredients favoured by Posh and J’Lo. For skincare that’s more than skin deep, they say, it’s time to throw out the creams and drink in the benefits. Invinity, from Blue Pacific Flavors in the US, offers the flavour and health benefits of wine but without the alcohol and with a third less calories. It is lightly carbonated

and tastes similar to wine. Fortified with either red grape polyphenols, superfruit juices or green tree extract, the drinks provide high levels of antioxidant compounds that can help reduce the risk of heart disease, slow the effects of ageing, increase good cholesterol and decrease blood clotting. In four flavours: Original Sparkling Cabernet Superfruit Blend; Sauvignon Blanc Spritzer; Original Sparkling Sangria; and Sparkling Cabernet Spritzer, each contains 100 calories or less per 8oz serving. Caboodle Public Relations entered functional UK beverage company Boost Drinks, with its new isotonic drink Boost Sport. Available in orange and mixed berry in a transparent, 50cl, PET bottle with sports cap. Taking advantage of one the fastest growing sectors in the soft drinks category and following the success

Neal Cavalier-Smith of The Healthy Marketing Team

Best new functional drink

“Biotime – this would work in a gym.“

From left to right: Beverage Innovations GmbH; Afriplex Flavours and Fragrances; Firefly Tonics; Boost Drinks; and Blue Pacific Flavors

10 BEVERAGE AWARDS Moscow, April 2008

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of Boost’s energy drink, the company wanted to launch a sports drink to energise the body. Boost Sport helps the re-hydration process more effectively than plain water and can help to improve performance, at athlete level or simply after a gym workout. Coca-Cola Hellenic entered Eyzhn - the first functional juice range in Greece to meet demand for health and wellness products. Based on the well known 25 year old juice brand Amita, Eyzhn targets sophisticated, active men and women over 30 who seek balanced nutrition. They have higher incomes but less free time and need to counterbalance the negative aspects of their lifestyle. Designed to start the day well, it can also provide a burst of energy between meals. In white single serve PET with a fully sleeved label, the graphics and photos communicate its functionality. In three variants: orange juice with Omega-3 to aid the cardiovascular system; green apple juice with chios mastic for the immune system; and plum & fig juice with fibres to help digestion. All three natural ingredients, Omega-3, mastic and fibres, have been scientifically proven to aid health.

Minute Maid Breakfast on the Go from Coca-Cola GB is a range of smoothies designed to help consumers feel full when they have missed breakfast. Research shows that 45% of people sometimes or always miss breakfast (TNSOmnibus) and most people are confused and cynical about health advice, which is often contradictory. This is made worse by food and drinks products with functional ingredients that require a level of nutritional expertise to understand. Minute Maid decided to make “keeping well simple,” by developing drinks that were clear about the benefits and use simple consumer language. Breakfast on the Go is for working adults and contains Dextrin, a low GI maize extract, B vitamins and calcium. It is convenient and helps busy people keep going. 24 CTU is a new citrus based stimulation drink for the European market from the Cott Corporation, packaged by Crown Bevcan Europe and Middle East. Designed to evoke the intensity of the hit TV series from Fox - 24. Crown introduced 44cl slim cans - a new size for the UK energy market. It uses High Quality Print - a high resolution printing process

for superior print production of complex images on cans - such as the shimmering logo typeface. One dark and one silver can were created to distinguish from diet and regular versions.

Firefly Water is natural antioxidant water from the UK’s Firefly Tonics. The mission was to make a drink that is “Like water. Just better.” Following research on the health benefits of antioxidant-rich teas such as green tea, redbush tea and yerba maté, Firefly Water infuses spring water with teas, superfoods such as acerola cherries and pomegranates as well as spices like mint and lemongrass. All are 100% natural, with just one third of the calories of typical juices and soft drinks (less than 15 Kcal per 100ml). They contain a dash of organic agave nectar,

pressed from Mexican cactus - a low-GI natural sweetener - but no added sugar, artificial sweeteners, colours, stabilisers or preservatives. Designed to increase reaction and concentration, Rosbacher Drive from Hassia Mineralquellen Group has been specifically formulated for car drivers, IT workers and students. This drink contains no sweeteners or colourants and is based on natural Wetterau water with a blend of carbohydrates for optimal mental efficiency. Scientific studies carried out at the Erlangen Nurnberg University, in co-operation with the German Institute for Sport Science, show that Drive improves the level of alertness and concentration with a 38% improvement on standard soft drinks. Using the newly developed natural carbohydrate Palatinose, the energy supply is released only slowly, ensuring long term concentration. Ambassador Michael Schumacher used Rosbacher while a Formula 1 racing driver - supporting the brand for its contribution to mental alertness. The beautifully packaged zipp from Infuzions UK was created by Jacob Bruun-

From left to right: Coca-Cola GB; Coca-Cola Hellenic; Hassia Mineralquellen; Cott Corporation; Bio-Synergy; and Infuzions UK Moscow, April 2008


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Best new functional drink Jensen and Richard Abbott, two passionate beverage and marketing entrepreneurs. Spurred on by the success of new health drinks in the US they pioneered natural functional fruit drinks for UK consumers. Focusing on long term health issues such as weight management, immunity and energy, zipp is designed to bring all the taste but none of the calories of full sugar drinks. Using sucralose and acesulfame-K the drink is available in two varieties - zipp vitalize and zipp slenderize.Made using natural juices with high antioxidants levels, vitamins, minerals and herbal extracts, in raspberry blueberry and peach passionfruit options



with a maximum of 35 calories per bottle. Jamnica of Croatia has expanded its portfolio and introduced four new Smart drinks. In a new shape bottle in vibrant colours with eye-catching logos. The Smart range consists of four flavours Antiox, Fit, Snack and Active - each targeting specific consumer needs. All are based on Jamnica Jana natural mineral water and use no artificial colours, flavours, preservatives or refined sugars. Multon of Russia’s Nico Biotime is a range of orange blend nectars with functional ingredients each designed for a different part of the day. To tone and waken in the morning, the orange pineapple nectar is fortified with vitamins and green tea. For a mid morning break - orange carrot nectar with honey and nuts is fortified with lutein. As a light lunch - the orange mango nectar with dietary fibres improves digestion. For an afternoon snack NicoBiotime orange juice with mandarin and acerola with beta-carotene provides energy, while in the evening an orange peach nectar with calming melissa aids restful sleep.

From the US, Neuro Fuel’s mood enhancement formula contains generous doses of ingredients proven to increase happy feelings in the brain in a healthy way: 750 mg of Piracetam (the patent pending ingredient), 750 mg of DL-Phenylalanine, 750 mg Glucuronolactone, and 1000mg of L Carnitine L Tartrate. Due to its formula modifying and enhancing the effect of the caffeine in the body, consumers can enjoy this drink without jitters or crashes. The Neuro Fuel website contains reports from consumers explaining how it is the only energy drink that does not make them sick. One of these is a video of a girl with mononucleosis who was able to return to class and concentrate. Founder Waylon Howell commented: “It is ironic that the consumer is primarily interested in the happiness and the energy, with the intellectual effects on the brain a distant second. It is the first mood enhancement formula in a 100 calorie 12oz pop top”. PepsiCo is introducing the well known US leading sports drink Gatorade to the UK. The core Gatorade formula was taken and developed into a new product with the same functional efficacy - a key functional claim is ‘Nothing

Works Better than Gatorade’ - but without the artificial ingredients that are found in the key competitors in the market and that consumers are increasingly concerned about. This formula provides a clear differentiation to the rest of the category, the only credible isotonic sports drink with no artificial sweeteners, flavours or colours and no preservatives. RDA Organic known for its innovative juice drinks is first on the market with a range of fresh functional superfruit drinks called by this very name. Each drink has specifically selected fruits that, topping the vitamin and antioxidant chart, give consumers a health boost as well as their RDA. Organic Evesse apples are included as Britain’s local superfruit grown in Herefordshire. These help in cardiovascular health as well as being rich in antioxidants, polyphenols and vitamins. The first flavours are açaí, blueberry, Evesse apples and pomegranate, blackcurrant and Evesse apples all in 25cl bottles. The RDA in organic stands for recommended daily allowance. RDA is 100% fresh, 100% pure and 100% organic with nothing added - no water, sugar, preservatives or concentrates, just premium organic fruit.

From left to right: RDA Organics; Multon; Neuro Fuel; Skylar Hayley; Rubicon Drinks; Sonnenalm Getränkevertrieb; and Solution Sciences

12 BEVERAGE AWARDS Moscow, April 2008

beverage innovation awards

William Hartston, Express Newspapers.

Sponsored by

“The best thing for energy is sleep.”

Rubicon Drinks known for its exotic juices launched the UK’s first Papaya drink in 2007. After screening over 200 varieties, a pulp that was high in lutein and with exceptional taste was chosen. Lutein is an antioxidant which substantial research suggests can protect eyesight and UV skin damage. Rubicon has teamed up with the Eyecare Trust to raise awareness of eye health and champions

specifically Age Related Macular Degeneration. It has achieved 18% value growth in an ambient juice market declining at 0.5%. From Skylar Hayley, makers of Celsius, essn energy is a USDA and Mission Organic certified energy drink with antioxidants and completely additive or preservative free. This refreshing sparkling pomegranate limeflower drink fuses organic ingredients sourced worldwide in support of sustainable agriculture. Organic Brazilian yerba maté contains, according to the company, “practically all the vitamins and minerals necessary to sustain life: Guarana, known for giving the body a gentle lift without jitters, provides a boost from natural plants grown in

Brazil. Organic Kenyan green tea adds antioxidant benefits in the form of EGCG’s that combat anti-ageing and degenerative diseases. Vitamin B3, B6, B12 and B5 support cellular energy metabolism and inner calm.” Alibi from Solution Sciences in the UK is so far the world’s only pretox drink. A pretox drink is the opposite of a detox product. It’s a drink that prepares the body to receive and process the toxins we are exposed to on a daily basis, rather than one which typically only starts to work once the toxins are already in the system. Developed by top beverage researchers and scientists, Alibi contains a complex mix of vitamins, amino acids and herbal extracts on a spring water base with natural

Californian ruby grapefruit and Tuscan Lime flavourings. Alibi tastes good on its own or as a mixer or a base for cocktails. Winner at Anuga in October 2007 - Austria’s Sonnenalm Getränkevertrieb GmbH has developed an anti stress drink - Brennesel is based on the functional properties of stinging nettles. Franz Steinegger explained: “We looked at the energy drink sector and could see it was crowded, as are the water, juice, sports drinks sectors plus of course carbonated beverages. Whatever continent you live in, whatever the season, whatever your position or role in life we all suffer from stress. This drink has a totally new herbal taste and comes in a new bottle,

The 2008 water innovation awards have landed Following five successful years as the bottledwaterworld awards, the new look water innovation awards offer even more opportunities to celebrate excellence and creativity within the global packaged water industry.

To sell

Winners will be announced at the 5th Global Bottled Water Congress in Wiesbaden, Germany from September 22 to 24 2008. Last year’s awards saw 169 entries from 32 countries. If you’re considering an entry in 2008, don’t delay. Entries must be received before 1 August. For category details and to submit your entry online, visit

Make a splash

In association with:

Associate sponsor:

Category sponsor:


BEST LABEL CATEGORY Moscow, April 2008


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Best new functional drink shaped like a slim can but with a wide neck that is easy to open and close. It contains magnesium as

a muscle relaxant and to stimulate blood circulation. The ingredients: nettles, aloe vera, ginkgo biloba and ginseng eliminate the effects of adrenalin. It’s a new drink for a new era.” Sonnencreative GmbH of Germany entered Angel Natural Energy. Sold in a trendy white pouch pack - it satisfies consumer desires for healthy energy and contains only natural ingredients. The pomegranate content has a high concentration of antioxidants, while the performance enhancing stimulant is derived from the South American guarana plant and at 35mg per 100ml, is at a higher level than in conventional energy drinks. Sweetened with natural fructose its glucose and fructose are absorbed with only a slow rise in blood

sugar levels - ensuring long lasting energy. Positioned as a 24 hour energy drink’, it can act as a breakfast boost to fuel the working day, a midday energy hike to improve concentration, an evening energiser or a mixer. The Hydration Fix range from The Juice Doctor UK was launched with the specific aim of creating a new category - Functional Hydration. Recognising over 75% of UK adults are in a permanent state of dehydration with the most common side effects being daytime fatigue, headaches and lack of concentration. Winner of Best Soft Drinks and Juices category at the UK Excellence in Food and Drink Awards 2007 - Hydration Fix drinks are formulated to improve water, vitamin and mineral uptake, through a naturally isotonic formulation of spring water, fruit juice, vitamins and rehydrating minerals. Found in over 3,500 locations nationwide and selling over 100,000 bottles a week they are scientifically proven to rehydrate the body better than drinking just water. Entered by Tropicana Europe and contributing to substantial growth in 2007 in its launch countries of Belgium, The Netherlands and France, Tropicana

Essentials Antioxidant in a grape, blackcurrant and cranberry blend has already seen success. Found to have a light refreshing taste and delivering one in five of the recommended portions of fruit per day together with 0.5g natural polyphenols it is soon to be launched in Sweden and Norway. Stress, poor diet and tobacco all encourage development of free radicals to excess - this attacks healthy cells and accelerates ageing. Tropicana’s Essentials Antioxidant contains molecules that interact with these free radicals to make them harmless. Apparently a good balance between free radicals production and antioxidants is key to maintaining our wellbeing. Vital Lifestyle Water from Canada delivers functionality with hints of exotic fruit flavours and nutrients. Vital is low in calories and sweetened with Wild’s natural sweetener Fruit Up. IQ helps with alertness and concentration via 25mgs of L-Tyrosine and 250mgs of Choline and Ginkgo biloba which aids nerve transmission and supports memory. “Defense“ benefits heart function and helps the immune system fight infection through key 50mg astragalus, 25mg L-theanine

and 3mgs of zinc. “Control” boosts metabolism using chromium for metabolising fat, carbohydrates and boosting energy. It also contains Citramax an appetite suppressant which assists in reducing the conversion of carbohydrates into fat and L-Carnitine - an amino acid that aids in the disposal of fat. US based WheyUp, invented by Arizona based Erik Rothchild, represents a breakthrough in the sports drink market. It is the first of its kind to combine whey protein isolate with a sugar free non-carbonated energy drink. WheyUp’s energy formula is a combination of taurine, B-complex vitamins and caffeine. Sold in ready to drink 16oz bottles in wild berry and tropical citrus flavours, Whey Up is targeted towards health conscious individuals and fitness enthusiasts. It is said to be good for fat loss, exercise and weight training programmes, as well as part of a healthy active lifestyle, as consumers add protein and energy to their diet. Finalists in the Best new functional drink category include: Firefly Tonics Ltd, RDA Organic and Sonnenalm Getränkevertrieb GmbH.

From left to right: Sonnencreative GmbH; WheyUP; Tropicana Europe; Vital Lifestyle Water; and The Juice Doctor

14 BEVERAGE AWARDS Moscow, April 2008

beverage innovation awards Sponsored by

Best new adult drink


ga - the reverse of ‘age’ is a deep rose coloured, premium, grape based drink, infused with natural pomegranate and Rooibos tea extracts from Afriplex Flavours and Fragrances in South Africa. Addressing the growing adult demand for non-alcoholic, healthy beverages, this beverage packed in a slender, elegant 75cl glass bottle is offering consumers a sophisticated alternative to alcohol. In summer 2008, Arla Foods introduced Café Met to UK consumers in a stylish, contemporary slim can format. The packaging format and the pack designs themselves have been created with the target consumer the iPod-Starbucks generation - in mind. The shiny silver reflective designs enable the brand to truly stand out on a crowded drinks fixture. While, the text on the pack communicates to target consumers in a modern, fun and open manner, inviting them to engage with the brand. Overall, Café Met in cans offers consumers the choice to move from potentially harmful carbonated beverages to a more healthy and modern decision, using a trendy pack format.

Entrepreneurs Andrew Quinlan and Neil Macdonald first pressed cider and apple juices as a hobby.

The challenge for design consultants Blue Marlin was to create a credible brand for Orchard Pig for mainstream distribution. The existing labels projected rural charm and the brand name was distinctive and memorable but needed greater impact to compete at retail. The new silhouetted pig and orchard inside an ‘O’ create an iconic brand marque. A colour palette identifies the English apple varieties. Falstaff, Jonagold, Lord Lambourne and Cox & Bramley. A smaller 20cl piglet size uses images from the Three little pigs nursery rhyme. Capitalising on the popularity of exotic and unusual flavoured food and drink,

Bottlegreen Drinks tapped into the superfood trend and in 2007 launched Bottlegreen Pomegranate & Elderflower in its lightly sparkling pressé range, in a 25cl bottle, in March last year. Made using traditional winemaking techniques in the heart of the Cotswolds, the drink is a blend of natural fruit juices, handpicked elderflowers and Cotswold spring water. This variant joins Bottlegreen’s existing pressé duo - Ginger & Lemongrass and Elderflower - which currently has a 5.3% share of the UK adult RTD sector. The new variant enjoyed a positive response resulting in Bottlegreen extending distribution with a 75cl offering in the grocery sector. Valser Viva Blueberry & Honey from Coca-Cola Switzerland is a flavoured water with 8% juice and natural honey extract. Valser Viva was launched in 2005 as a pioneer in the wellness water range characterised by natural ingredients and positive health benefit. Low in calories and free from preservatives, this latest creation was inspired by ingredients found in the Swiss mountains. Blueberries are known to be part of

Coca-Cola Services

a balanced diet and are high in vitamin C, B5 and minerals. There has been excellent consumer feedback regarding taste, colour and its natural provenance relating to Swiss values of health and wellbeing. Coca-Cola light was first introduced in the 80s as an ice cold refreshment providing the Coca-Cola Light taste without the calories. Coca-Cola Light Plus entered by Coca-Cola Services Belgium combines the refreshing taste of sugar free Coca-Cola Light with the ‘Plus’ of vitamins and minerals: B3, B12, C and magnesium. After the US, Belgium was the first country in which it was was available. The product, formula, packaging and communication campaign was developed by the Belgian marketing team for all of Europe. Light Plus has an interactive label for the 1 litre PET bottle allowing consumers to read more information. It’s the first time that such a label has been

From left to right: Arla Foods; Afriplex Flavours and Fragrances; Blue Marlin / Orchard Pig; Bottlegreen Drinks; Coca-Cola Switzerland; Firefly Tonics; Pepsi UK / Freud Public Relations Moscow, April 2008


beverage innovation awards Sponsored by

Rainforest Alliance European Co-ordinator Joke Aerts

Best new adult drink

“It looks like an adult drink.”

used for a soft drink. The launch is supported by TV and cinema advertising, ads in magazines, posters, the internet and sampling. Firefly Water from Firefly Tonics is ‘the natural antioxidant water’. The mission was to make a drink that is ‘Like water. Just better’. Following research on the benefits of antioxidant-rich teas such as green tea, redbush tea and yerba maté, Firefly Water infused spring water with various teas. Superfoods such as acerola cherries, pomegranates and spices such as mint and lemongrass Firefly is 100% natural, with less than 15 calories Kcal per 100ml. They contain organic agave nectar, from Mexican cactus - but no added sugar, artificial sweeteners, colours, stabilisers or preservatives. Freud Public Relations entered Pepsi Raw - a new premium Pepsi brand and the most significant innovation

from Pepsi UK since the launch of Pepsi Max in 1993. Aimed at a sophisticated, urban market, it is in select bars and clubs throughout the UK. Created in response to a growing consumer demand more natural products, it contains no artificial preservatives, colours, sweeteners or flavourings and is made with ingredients from natural sources giving Pepsi Raw its distinctive taste. It also has a more gentle sparkle than regular colas and comes in a stylish 30cl glass bottle. Great on its own as a premium soft drink and as a mixer with quality spirits - as its subtle flavour does not mask the taste of the spirits. Expect to see more of Rum & Raw, Vodka & Raw and Tequila & Raw as the trend to natural catches on. “All the taste and goodness of a freshly made smoothie without the waiting or the mess.“ Launched in 2007 Smootheze from Glanbia Consumer Foods in Ireland is a smooth fruit blend containing 40% fruit and 60% probiotic yogurt. In a clear domed PET 33cl pot, each serving contains one of the daily required fruit portions, 50% RDA of vitamins and is free from artificial colours and preservatives. In four flavours: Mucho Mango, Very Berry Fruity, Superfruit Superstar and Tropical

Tango, it is designed to appeal to urbanites wishing to live and eat more healthily. Granini UK entered granini Cherry and Strawberry from its premium sun-ripened fruit juice range that is positioned as a pleasurable all day drink, primarily aimed at adult pre and post family women. A quantitative survey revealed that the unique juices within the granini range, such as Cherry, Strawberry, Apricot, Banana, Pear, Peach, Mango and Raspberry, appeal to female adult juice consumers who drink for enjoyment rather than as a functional five a day breakfast fix. Hartwall Ltd, Finland’s number one bottled water brand, launched Novelle Fruity for summer 2007, combining apple juice and mineral water and fructose as sweetener for an excellent thirst-quencher. The drink has less sugar and energy than juice and is more refreshing than traditional juice drinks. 10cl contains 20 Kcal energy and 4g carbohydrates. A 50cl bottle has 100 Kcal - the same as an apple. The first of its kind in Finland - similar juice and mineral water drinks exist in Central European countries as shorle. Hartwall Novelle Fruity, however, contains less calories than these and could be termed a light shorle.

Jafora of Israel entered the Schweppes Light Group - a new series of lightly sparkling

drinks in peach, apple lime and berry flavours. The new Schweppes line targets market consumers in the 30 plus age group who are looking for healthier soft drinks. It contains real fruit juice, fortified with vitamins and minerals, and has half of the average calories regular soft drinks contain. The light colour of the prodct in the peach and berries flavours comes from the fruit juice only and in the third flavour (apple lime) it is from natural food colours. The unique bottle design has a 38mm cap, wider in comparison to that used for standard carbonated drinks. Created to revive the tradition of continental style indulgent sipping chocolate, Ciocchino, pronounced “choc_ee_no”, was entered by Keylink. It is a combination of the finest Cacao Berry dark chocolate, blended with a

From left to right: Hib! / Peplow PR; Granini UK; Glanbia Consumer Foods; WheyUP; and Rubicon Drinks

16 BEVERAGE AWARDS Moscow, April 2008

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whipping cream alternative that is consumed as a short, espresso-style shot. Served with a Cigarette Russe continental wafer biscuit, it is an indulgent snack providing a super energy boost. Its marketing agency Gabrielle Shaw Communications (GSC), a boutique PR and responsible for introducing Krispy Kreme Doughnuts and Starbucks to the UK market are using the strapline of “Pure Chocolate Pleasure”. Hib! The superflower drink being promoted by Peplow PR is set to pioneer a new trend in the superfoods category. Made from calyx of the Hibiscus Sabdariffa flower bush, which gives the drink its ruby red colour. It uses pure spring water and is naturally caffeine free with no artificial additives, colourings or flavourings. Hib! contains a source of anthocyanin antioxidants that have been linked to a reduction in blood pressure and cancer prevention. In a variety of formats from 33cl PET bottles to one litre tetra packs. In Hibiscus and Grape and Hibiscus and Peppermint, as lightly sparkling 75cl and 25cl glass bottles and a 45cl cordial. Experts in exotic drinks for over 25 years Rubicon Drinks’ latest launch is into papaya. Having screened

over 200 varieties of papaya, a pulp was identified which is naturally high in lutein. Rubicon Papaya juice drink contains pulp, not concentrate and offers a significant level of lutein per serving (one sixth of the daily recommended intake). Substantial research suggests this antioxidant can help protect eyes and protect skin from UV induced damage. Rubicon has teamed up with the Eyecare Trust to raise awareness of the importance of a diet rich in lutein and eye health. Schweppes Spirit, launched in 2007 by Schweppes SA, has reached the Spanish market with sophisticated and tempting new flavours: orange, lemon, lemon and strawberry, tangerine and kiwi, orange and grapefruit - the last three all being new to the market. The first carbonated drink in Spain targeted to young adults who want to move on from the drink of their childhood. A premium beverage brand created for hedonists with clearly defined visual codes, including a colourful logo with gold evoking the Schweppes Spirit world of pleasures. In Food and Horeca channels in 20cl one way and returnable PET, 1.5 litre and 1 litre PET and a 33cl can.

Froid French Vanilla Coffee from Wellements USA has premium ingredients creating a smooth, creamy texture with layers of flavours on a foundation of coffee. Froid is USDA Organic, Kosher Dairy Certified, and comes in a sleek, 8oz recyclable, aluminium can making it easy to drink on the go. The only organic bottled ready to drink coffee on the market today, Froid has caught the attention of many distributors, and retailers who are looking to take advantage of the growing popularity of organic products in the national marketplace. The top quality ingredients, and innovative flavour varieties are however what make Froid outstanding. WheyUP from WheyUp USA - invented by Arizona based Erik Rothchild - represents a breakthrough in the sports drink market. It is the first of its kind to combine whey protein isolate with a sugar free non-carbonated energy drink. WheyUp’s energy formula is a combination of taurine, B-complex vitamins and caffeine. It is sold in ready to drink 16oz bottles in wild berry and tropical citrus. Whey Up is targeted towards health conscious individuals and fitness enthusiasts. It’s a new way to add protein to a diet and is said to be ideal for

fat loss, exercise and weight training programmes, during athletic activities and as part of a healthy active lifestyle. Finalists in the Best new adult drink category are Blue Marlin with Orchard Pig, Afriplex with ega, Pepsi UK with Raw and Peplow PR with Hib!

Hartwall Novelle light shorle

Ciocchino chocolate pleasure

Wellements organic coffee

From left to right: Jafora; and Schweppes SA Moscow, April 2008


beverage innovation awards Sponsored by

Best new health initiative

improvements offered by Amita functional juices.


In 2007 The Coca-Cola Company and Coca-Cola Hellenic - Trian Epsilon in Greece launched a nationwide School Educational Programme, with a budget of €350,000,

lue Pacifc Flavours has developed Invinity - a new non-alcoholic wine based functional beverage. The patent pending formulation includes a lightly carbonated superfruit beverage made with de-alcoholised wine, California pomegranate and natural cherry juices that are lightly sweetened with natural cane juice. These juices offer a synergistic superfruit and wine combination. As moderate consumption of wine has cardiovascular health, anti-ageing and antioxidant benefits. Invinity bridges the needs and desires of wine lovers and those resistant to alcohol.


Tate & Lyle

Eyzhn from Coca-Cola Hellenic’s Amita is a chilled beverage combination rich in fruit and vitamins with added natural ingredients contributing to vital body processes, without compromising on indulgent taste experience. The original meaning of the ancient Greek word Eyzhn signifies ‘wellness’, ‘live healthy’ and ‘promoting a healthy lifestyle’. Initially, three flavours have been launched under this new range: orange juice with Omega-3 fatty acids that benefits the cardiovascular system; green apple juice with chios mastic to aid the immune system; while plum and fig juice with fibres improves digestion. Amita wanted to further develop the “Good for me“ aspect of its brand and so early in 2007 CocaCola Hellenic launched a range of juices with antioxidant action. There are two variants: Amita Pomegranate and Raspberry and Amita Raspberry and Red Grape. The brand added its Cocktail with Açaí Berry later in 2007. The launch involved educating the public about the benefits of the various fruits and the potential health

that reached out to 25,000 students (ages 5-12) and 1,250 teachers across Greece.“The purpose of the programme is to help promote health in Greek schools by integrating nutrition and physical activity education in the curriculum,“ the company explained. Micro Mobility Systems AG, of Switzerland has developed the patented Super Cap plastic closure. It contains a separate, transparent chamber to hold a piece of dental chewing gum. According to founder Wim Oubuter,

“Consumption on the move might be convenient and popular, but it has its drawbacks: for example, dental care, misses out. The idea would prove eye catching on shelf and could also be used to contain vitamins or minerals.“ Multon of Russia entered its Dobry Fortified range of juices with extracts of natural berries and herbs to meet consumers’ worries about their health. Each flavour mix is targeted toward specific needs. “Beauty from within“ increases metabolism and gives healthy nails and hair, via apple, black ashberry, raspberry, chamomile extract with vitamins and minerals. Other health initiatives are “Heart protection“, “Immune protection“, “Stay young“ and “Eye bright“. Tate & Lyle’s Promitor brings more fibre into people’s diet in the

Micro Mobility Systems Ltd

From left to right: Coca-Cola Hellenic; Blue Pacific Flavors; Coca-Cola Hellenic; Vital Lifestyle Water Company; and Wellements

18 BEVERAGE AWARDS Moscow, April 2008

beverage innovation awards

Zenith International Publishing Group Managing Editor Bill Bruce

Sponsored by

“Education is as important as choosing the right ingredients”

easiest possible way through a clear product that is soluble in food and drink. A diet rich in fibre has been shown to be good for the heart, as it aids digestive health and the immune system. Eating fibre also helps people manage their diets better, avoiding binge eating and keeping blood sugar levels stable. Promitor is a soluble gluco fibre that can be added to Moscow, April 2008

a range of products such as clear beverages, sauces and dressings, making it easier for consumers to incorporate more fibre into their daily diet.

Lifestyle Water boasts the lowest glycaemic index of any enhanced water now available, promoting true weight loss and sustainable energy.

Vital Lifestyle Water from the Vital Lifestyle Water Company in Canada is all natural, low in calories and provides a substantial amount of the daily requirement of B vitamins. It delivers these benefits without the extra calories and artificial or chemically altered sweeteners typically found in other vitamin or enhanced waters by using the revolutionary natural sweetener Fruit Up. In fact, Vital Lifestyle Water is the first beverage in North America using Wild’s natural fruit extract Fruit Up. The result is that Vital

Organic Gripe water from Wellements USA is an easy to use, gentle on the stomach, product for babies suffering from colic. Based on an ancient recipe passed on through generations. The formula combines ginger, fennel and chamomile to provide ease for symptoms such as uncontrollable crying, fussing, sleeplessness, teething and hiccups. Each serving offers relief for up to four hours and is free of preservatives. Gripe water is also safe for adult consumption for the relief of gastrointestinal

discomfort and can be helpful in soothing symptoms associated with chemotherapy and travelling. Finalists in the Best new health initiatve category are: Ezhyn by Amita for Coca-Cola Hellenic and The Coca-Cola Company and Coca-Cola Hellenic Trian Epsilon for its school education kit.


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iothera of the USA entered Wellmune WGP - a product which meets the demand from beverage manufacturers and consumers for natural ingredients with real immune health benefits - which are backed by credible science and safe for daily consumption. It is a natural ingredient that has been clinically proven to enhance key immune responses promoting health, wellness and vitality. It is the culmination of years of research and more than $250 million in R&D. Patented, GRAS approved, kosher, non allergenic and GMO free, Wellmune WGP comes in a soluble powder form that is ideal for beverages and clear liquids. Bolthouse Farms of the USA entered its range of BomDia juices with a 57% açaí juice content. According to Yannick Le Mintier these nutritional super fruit açaí berries from Brazil also have potential as an ingredient in a variety of food products. The berry has five times the antioxidants of cultivated blueberries and is loaded with vitamins A, E and B as well as dietary fibres, Omega-3 fatty acids and phytosterols. Other açaí

Best new ingredient category sponsored by

juices often only have 5-8% of the same nutritional value that BomDia juices provide. Amita Eyzhn Green apple juice with Chios mastic from Coca-Cola Hellenic is an example of a successful combination of a popular Greek fruit with an innovative ingredient, which has already gained in popularity across Greece and abroad. Many technical issues had to be overcome in order to make mastic drinkable. Mastic has never before been used in a beverage, which makes Eyzhn by Amita not only the first functional juice in the Greek market, but also an innovative flavour derived from this country’s heritage. Amita Apple with Chestnut from Coca-Cola Hellenic is an example of how an unconventional idea can be realised, through hard work and persistence. Chestnut is a popular winter flavour and Amita decided to capitalise on its taste for its new winter variant. Chestnut has not previously been used in a juice product and there were significant technical barriers, but effort and teamwork led to an indulging, surprising and innovative end result. Amita is the leading juice brand in Greece and as such

the company considers it has an obligation to bring innovative proposals to consumers and the market. Aiming to enhance its existing range of juices with antioxidant action, Amita launched a cocktail with açaí berries at the end of 2007. Açaí berries, although popular in Western Europe, are an unconventional ingredient for the Greek market. Therefore part of the strategy also involved educating Greek consumers on the benefits of the fruit on health and wellbeing.

“Consumers are really beverage innovation Editor Claire Phoenix

Best new ingredient

beginning to understand functionality”

Following its success with the native fruit jostaberry (a hybridisation of currant and gooseberry) Römerquelle from Coca-Cola Beverages Austria has a new blend using mango with guava. Where jostaberry “awakens beauty“ and lemongrass “activates body and soul”,

From left to right: Coca-Cola Beverages Austria; Vital Lifestyle Water Company; Sonnenalb Getränkevertrieb; Coca-Cola Hellenic, Multon, and Bolthouse Farms


Mango Guava “renews strength”. This is because the mango is not only very fruity but together with guava gives powerful refreshment. Kerry Bio-Science of the Netherlands entered Hyprol for sports drinks. An ingredient that not only stimulates hydration, but acts as an energy source and helps with muscle recovery. Hyprol is a natural, hydrolysed protein, which speeds up glycogen synthesis and protein maintenance improving endurance, performance and muscle recovery after exercise. Hyprol is also rich in glutamine peptides that can be used in blends for various benefits. Several clinical studies have shown Hyprol to deliver better rehydration than isotonic drinks and water. A recent study revealed that the addition of proteins in sports beverages delivers 15-40% more hydration. Dobry Winter from Multon was introduced during the winter months for celebrations. Although mulled wine is popular in other countries, this is an entirely novel, alcohol-free product and a first on the Russian juice market. The beverage has a particular wintery flavour and the mulled wine recipe uses a unique formula of lemon, cinnamon and cloves to give the consumer the full taste of mulled wine, while being alcohol free. Dobry Fortified is a new range from Multon and consists of five nectars with functional benefits. The nectars are enhanced with vitamins and contain natural herbal and berry extracts. The drinks were developed to meet consumer demand for Moscow, April 2008

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products that could help alleviate health concerns, about ailments such as heart disease, visual impairment, a weakened immune system, tiredness and ageing. Antistress Nettle from Sonnenalb Getränkevertrieb is a functional drink made from stinging nettles with an anti stress effect. The recipe is completely natural - using minerals, vitamins and plant extracts sweetened with fructose. The product counteracts stress due to its magnesium content which relaxes muscles and improves blood circulation. The stinging nettle plant extract, aloe vera, ginkgo and ginseng remove adrenaline from the blood and are conducive to a Moscow, April 2008

relaxed mind; vitamin B complex protects nerve cells from further stresses and strains. Promitor from Tate & Lyle is a prebiotic fibre that is well tolerated and has a low glycaemic response. The new fibre is extremely easy to formulate, has excellent process and acid stability and dissolves in applications, making it ideal for beverages. At only 2 calories per gram, Promitor can be used to reduce calorie intake while maintaining the texture and body imparted from nutritive sweeteners. The fibre can be used in a range of products where people wouldn’t expect to find it, making it easy for consumers to incorporate more fibre into their everyday diets.

Vital Lifestyle Water from the Vital Lifestyle Water Company of Canada has incorporated the innovative sweetening system from Wild known as Fruit Up in its blend, and so produced a 100% natural product. Fruit Up is a blend of clear fruit concentrate with a very low glycaemic index. Its taste is comparable to regular sugar and it has demonstrated an ability to supply sustained energy. Fruit Up has a glycaemic index of 34, the lowest of all natural sweeteners and no chemicals, additives or enzymes are used.


Amita antioxidant

Finalists in the ingredient category are Bolthouse Farms, Coca-Cola Hellenic’s Multon and Sonnenalm Getränkevertrieb GmbH. Multon


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Best packaging innovation


rucor Beverages supported by Amcor Beverage Cans of Australia entered what is believed to be the world’s first Drawn Wall and Ironed (DWI) embossed slimline beverage can. While embossing technology is not new to beverage can manufacturers, the partnership between Frucor and Amcor Beverage demonstrates the merger of the exciting energy drink market with the world’s first DWI slimline embossing technology. The result is a unique and engaging slimline beverage can value proposition, designed to stimulate consumer interest and drive growth within the dynamic energy market. Arkema GmbH of Germany entered its Tegoglas 3000+ coating. Non-returnable glass bottles are protected by a ‘hot end coating’ and a ‘cold end coating’. These coatings protect the surface and keep it free from scratches. Returnable glass bottles may have the same coating, but during washing and filling cycles the bottles lose this protection and scuffing occurs. Arkema has launched a protective coating under the trademark Tegoglas 3000+ to be applied at the filling plant. This anti-

scuff coating delays the appearance of scuffing and protects the strength and life of a returnable glass bottle. In practice a scuffing reduction of around 50% has been achieved. Arkema’s Post Washer Coating System, acting in non-contact method, does not interfere with the bottle flow and so does not influence the filling line efficiency. Café Met was introduced by Arla Foods in a contemporary slim can format as the premium glass bottle packaging restricted its entry into many Out of Home vendors. Created with the iPod Starbucks generation in mind, the shiny silver designs ensure shelf stand out, while text on pack communicates in a fun engaging manner. The introduction of this very popular iced coffee brand into a can format

Tegoglas 3000+

has enabled distribution in previously unreachable outlets. Esso, Total, Wilkinson, DBC, Martin McColls, Nisa, Costcutter, Peters Food Service have added Café Met to their range. Brand value has grown to £3.8 million with sales volume forecast for more than 50% growth this financial year. Claessens Product Consultants from the Netherlands developed a brand presentation for Ya Dessert smoothies from Russia’s juice producer Lebedyansky. Ya Dessert includes four exotic fruit blends: pineapple-coconut, pear-peach, pineapplemango, berry mix in 38.5cl PET bottles. By using an innovative sleeving technique, the premium image and positioning of

this gourmet brand is clearly communicated. As it is the first smoothie introduction on the Russian market, the brand presentation is highly important in explaining this innovative product and it clearly communicates the smoothie concept of blended fresh fruits. Coca-Cola Hellenic Italia launched its first regular 33cl can in 1975. After decades of consolidation, the company launched the new Sleek Can proposal in 2007. The new Sleek Can was substituted for the regular 33cl can for the key brands: Coca-Cola Regular, Coca-Cola Light, Coca-Cola Zero, Fanta Orange and Sprite and is elegant, chic, eye-catching and innovative. The launch was supported by iTunes and an ad hoc media campaign.

From left to right: Demo Design & Mould; Claessens Product Consultants; Amcor Beverage Cans; Coca-Cola Iberia; Coca-Cola Hellenic Italia; and Multon

22 BEVERAGE AWARDS Moscow, April 2008

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The patented Cubis container from Cubis in Sweden is based on a square box and has a flip-top cap mounted in the upper corner. The result is a stackable and a user friendly container with a unique and exclusive look. It has been designed to increase shelf value, reduce transportation costs and minimise environmental

impact, but also to serve as a powerful marketing platform for the introduction of new brands and products. The containers come in a portion sized 30cl version with 50cl and 1 litre containers planned. Currently available in HDPE and PP, with ongoing development in the use of renewable materials. The three stacked 30cl Cubis containers occupy about the same space as a single conventional 50cl PET bottle, so retailers will benefit from a substantial increase in shelf value. Blobble from Demo Design & Mould of Italy is a square container with rounded edges. This conceptually unique design conveys the taste, composition and feel of the product while maintaining all important technical functionality. Blobble’s square shape increases strength and gains storage capacity allowing for a smaller container and an increase in stability due to its large

base area. The high label panel enables easy handling while the champagne style base has been reinforced with ribbing. The unique bubbles strengthen the container replacing the more commonly used ribs. Appealing to a range of markets it is unlike any container around today. Part of Demo’s premium Hypsos range it guides a consumer to purchase by differentiation, attracting a wide market group. Gemini Technology of Israel entered the Duo Closure - a patent pending closure for non-carbonated beverages that allows a drink to be shared without sharing germs. An embedded one way valve prevents backwash and saliva from returning to the bottle, maintaining water freshness and purity. Kids love straws and this allows them to share a bottle at school. It’s also suitable for car, stadium or concert occasions, as it’s easier to use than a standard sports cap with less suction required. Promoting brand loyalty and attracting new consumers as a result of product differentiation, Duo also encourages repeat sales thanks to faster bottle consumption. Energising brand image with terms such as “share, family, friends


beverage innovation Editor Claire Phoenix

Limon&Nada was launched by Coca-Cola Iberia in Spain to tap into the adult refreshment market. The square bottle suggests the premium positioning and naturalness of Minute Maid, with simple yet memorable modern graphics. It comprises a white full-sleeve label that combines photography and illustrations. The marketing campaign has been greatly enhanced by the pack design; as the company stated: “We have produced a marketing pack which conveys the values which make this lemonade drink simple but special. Its natural flavour is thirst quenching and contains no preservatives. An alternative variant is the hint of mint.“ Launched summer 2007 as a limited edition in the convenience sector, sales have far exceeded expectations and Limon& Nada has retained a long term position on shelf.

“Smoothies continue to break new ground in new markets“

Gemini technology

From left to right: Scholle Packaging; Arla Foods; truefruits GmbH; and Multon Moscow, April 2008


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Best packaging innovation Pepsi and is going over to the international Grip bottle, used around the world since 2004. Its Pepsi colas will soon be packaged in clear bottles, and 7 Up and Mountain Dew in green bottles.

Hartwall Ltd

and love“ will add a new social dimension to water or beverage drinking. The range of returnable bottles expanded to include recyclable bottles in Finland from 1 January 2008 when drinks packaging tax was abolished from beverage packaging so long as it is re-utilised as raw material. Until then, the main packaging for soft drinks was refillable, standard PET bottles. As an innovative player in the beverage industry, Hartwall introduced six new design bottles for its brands and replaced all its 50cl refillable plastic bottles with recyclable plastic bottles. The shape of the clear Hartwall Novelle bottles imitates the rings in the water after a stone has been thrown. The black ED bottle radiates the dynamic and masculine world of energy drinks. While the upper part of clear Hartwall Jaffa soft drinks resembles a lemon squeezer. Hartwall distributes

J Garcia Carrion of Spain has introduced a Not from Concentrate range to Asda. These bright PET bottles marked a step change in the performance of the segment, resulting in market share gains of over 30% year on year according to the company. The bespoke bottle was designed to be easy to handle and better to pour from than cartons due to its waisted neck. The whole bottle is shrink sleeved, which not only protects the integrity of the content but provides the opportunity to carry impactful graphics that demonstrate the fruits in the bottle. Flash pasteurised to maximise its taste profile and retain as many of its vitamins and nutrients as possible - all the above is achieved without charging customers a premium, demonstrating Asda’s philosophy of great tasting products for less. The Connect Bottle from KleinCepts Inc in the US is a patent pending bottle connect system which can be used as a toy. Joined to other bottles like Lego, using connector pieces and

wheels, vehicles, goal posts and animals can be created. It works with both caps on or off and on any size bottle. Currently several schools and colleges are taking part in creative Connect Bottle building competitions. When closed it can also be used as an insulation system The air sealed within the bottle is used as insulation for shelters in developing countries and so has public relations potential. The Connect Bottle - making all the right connections. Micro Mobility Systems based in Switzerland has developed an on the go drinks closure with built in space for dental chewing gum within the cap. The separate transparent chamber was conceived by founder Wim Ouboter as he noticed the increasing need for food and drinks on the move. Drinks with a Super Cap closure stand out from competitive products on the shelf and it takes just 1.6 seconds for a consumer to decide to purchase. The cap could also be used for substances that add flavour to a drink or functional enhancements such as vitamins or minerals. Micro Mobility is currently working with Netherlands based ingredients firm DSM as operations partner.

With a packaging designed to add to a festive Christmas atmosphere - complete with tree design and baubles Dobry Winter from Multon in Russia is a non-alcoholic mulled wine drink available in 20cl, one litre and two litre packs with screw cap lid. Dobry Winter Podarok - meaning “kind gift“ - was

a limited edition release with total sales volume of around one million cases this year. Rich Fruit Mix is a 100% pure fruit puree drink or smoothie from Multon in Russia. Packed in a trendy Guala Pack 20cl pouch with recloseable cap - it is easy to carry in a handbag or rucksack and its squeeze technology allows for quick and easy consumption and can be aimed directly into the mouth. Modern, stylish and dynamic it encourages young consumers to eat healthily and the practical pack makes it a great snack for people on the move.

J Garcia Carion

24 BEVERAGE AWARDS Moscow, April 2008

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SmartSeal from Norway entered FLEX, a revolutionary range of no spill active closures. When natural drinking suction is applied a slight under pressure occurs in the vacuum chamber causing the membrane to collapse and the valve to open. Suited to on the go applications focusing on the consumer’s needs in everyday life, and for non-carbonated beverages in PET bottles, cartons and pouches it will be available in 28, 30 and 38mm during 2008. Robust and operated by suction, the active valve closes immediately after drinking. A full 180 degree opening for the dust cap ensures easy drinking. Tamper evidence is indicated by the outline of a mini padlock on the cap. Offering ease of use, no spill features and hygienic advantages, the closure is also made Moscow, April 2008

using recycling friendly materials - there is no silicone in the valve and no loose parts to add to litter. true fruits of Germany has packaged its award winning smoothies in an innovative graduated 250g glass bottle. The high quality packaging emphasises the premium quality of the product and the contents of one bottle equal the recommended daily amount of fruit intake. The true fruits glass bottle is brilliant in its simplicity and clarity. High quality ceramic print allows a clear view of product contents. The graduated measuring

Asda Juice Buyer Hannah Naseem

Scholle Packaging in the US presents the Aseptic Juice Bag in Box which combines the taste and preservation advantages of aseptic technology with the advertising and portability benefits of bag in box packaging. Bag in Box has been successful for both retail and institutional applications and provides a large area of billboard space for customers. It also minimises exposure to the outside air so keeping the product fresher. This format can be used in traditional fountain dispensers in restaurants, schools, convenience stores and hotels or taken to meetings. The push button FlexTap allows children and older adults to serve themselves easily and brings Scholle’s Aseptic Bag in Box to the forefront of retail innovation.

“The pack is simple but manages to do so many different jobs.”

scale indicates the number of different fruits contained within the bottle. This ensures shelf stand out and differentiation from competing products in the German market. The Probiotic straw from Unistraw International of Australia uses breakthrough packaging technology on 25cl Tetra Pak cartons and provides all the benefits of a probiotic drink through a dry, convenient straw. It saves on costs of hot fill packaging and chilled distribution; adds the benefits of portability and choice of drink base and yet offers consumers health benefits with convenience and choice. Offering the potential to add probiotics, prebiotics and flavours to a wide range of beverages including

juice, milk and water; these straws may revolutionise the way consumers consume potential health giving probiotic bacteria. It does not require chilled storage or distribution and provides a unique long shelf life. This technology, compatible with aseptic environments extends its reach to where probiotics can’t normally survive. The straws have wide appeal as they are preservative free with no artificial colours or flavours. The PouchLink system, patented by Waterwerkz, is a breakthrough in drinks vending water based drinks, including vitamin water, fruity water and iced tea. The system means drinks can be made inside a vending machine, filled in resealable pouches and served chilled, all in a matter of seconds. Pouches are linked together, allowing them to be packed on rolls in very high density, reducing the time and energy spent transporting and filling machines with cans, bottles and cartons. The PouchLink machine offers significant energy saving benefits by eliminating the need to transport bulky bottles and cans, and uses flash chilling keeping the machines at an ambient temperature. Its capacity (up to 2000 pouches and 80 litres of syrup) means operators need to re-stock the machine less frequently than conventional cold drinks systems. Unlike chiller cabinets where drinks can take up to an hour before they reach best serving temperature, the PouchLink system is ready to serve chilled drinks as soon as it has been filled.

KleinCepts Inc


Micro Mobility Systems Ltd

Unistraw International

Finalists in the Best packaging category include Smartseal, true fruits and Waterwerkz with Pouch Link. Waterwerkz


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Best new sustainability initiative

U Bolthouse Farms

Blue Pacific Flavours

Coca-Cola Beverages Hungary

Zenith International Publishing Group Managing Editor Bill Bruce

“Sustainability for some companies is all about making a profit, not saving the planet”

S based Blue Pacific Flavors, a natural and organic compliant flavour and ingredient supplier launched an innovative environmental stewardship campaign with the aim of achieving carbon neutrality for the company’s operations by 2013. It is the first food ingredient manufacturing company to be an official partner and endorser of the US Environmental Protection Agency’s WasteWise programme, which helps organisations to conserve materials through waste prevention and recycling to save energy and reduce pollution. Blue Pacific also launched the campaign Catching the Green Wave, to engage and educate clients and employees about conservation and sustainable business practices. Sustainability is part and parcel of Bolthouse Farms, it aims to run a business based on principles which will preserve the whole environment, including the people. These values are manifested in the many projects designed to use less resources, such as solar power farming, pivot irrigation, GIS farming technology, waste water reclamation and many more. Bolthouse Farms

From left to right: Good Natured UK; and GSK


also runs social projects to assists the Brazilian workers and their families and funds covers for outboard motors protecting local people on the Amazon from injury. The corporate social responsibility strategy of Coca-Cola Beverages Hungary is comprehensive. To save energy a combined heat and power generator operates on its Dunaharaszti premises saving over two million m3 natural gas usage a year and reducing CO2 emissions by over 10,000 tonnes. Water is also a key resource in beverage production so priority is given to the protection of surface freshwater and aquatic ecosystems. Packaging and waste management are also very important and the company constantly strives to reduce the weight of its bottles and recycle them. Made from sustainably farmed oranges, and with a lower carbon footprint than many other juices, the UK’s Good Natured has opened up the previously limited choice for sustainable products in the juice sector while delivering real benefits to Costa Rican farm workers and their families. Putting buying sustainably at the heart of

its sourcing strategy it has opted for Rainforest Alliance certified oranges. 2007 saw Ribena from GSK switch its squash and ready to drink bottles to 100% recycled PET. This innovation was the culmination of years of effort towards creating a more sustainable packaging platform and supply chain. This ground breaking initiative stemmed both from GSK’s environmental commitment and also clear consumer insight: Ribena buyers actively seek environmentally friendly products, are keen on recycling and interested in friendlier packaging. Unilever, the world’s largest tea company, pledged to source all its tea in a sustainable manner and announced a partnership with the Rainforest Alliance. These standards cover environment, ethics and economics. By 2010, all Lipton Yellow Label and PG Tips tea bags sold in Western Europe will come from plantations certified by the Rainforest Alliance, and all Lipton tea bags sold globally will be certified by 2015. The finalists in the Best sustainability category include Bolthouse Farms, Coca-Cola Hungary and Good Natured.

Unilever France Moscow, April 2008

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Best newcomer, brand or business enga from Beverage Innovations of Germany is a group of six functional drinks, made from natural enriched Swiss Alpine water, bursting with vitamins from exotic juices, and combined with healthy selected herbs full of antioxidants. These new drinks have no artificial ingredients, flavours or colours, HFCS or preservatives. The Venga line up includes six functional beverages in 53.2 cl/18oz PET bottles, filled cold-aseptic: Energize (energy), Daily Dose (meal replacement), Rehydrate (athletic performance), Calorie Burn (weight management), Brainstorm (mental acuity) and Health&Zen (wellness). Bionade International is a young, innovative and privately owned German company producing and distributing organically manufactured non-alcoholic refreshment drinks under the Bionade trademark. The Bionade lemonade is healthy and all natural as it is brewed without any chemicals, using organic materials throughout the fermentation process. The use of natural micro bacterial cultures results

in a non-alcoholic product containing only gluconic acid. COCO by Dr Martin was entered by Blue Marlin Design Consultants. who were inspired by the coconut’s perfect adaptation to its evolutionary role. As Nature cannot be improved upon, Blue Marlin decided that a photographic route was ideal for the packaging. The logo, inspired by the sprouting coconut, communicates Dr Martins

Neal Cavalier-Smith of The Healthy Marketing Team


“I wouldn’t be embarrassed to have it in my hand.”

expertise in coconut biology and is easily applied across the range of other products. The new premium-looking COCO cartons convey the varying characteristics of the different products, but also work as a coherent whole. Coca-Cola Hellenic entered Amita Fun! The first juice drink with biscuit flavour in

the Greek market in 2007. Popular with children and parents thanks to its fun proposition and nutritional content it combines four fruit juices - grape, apricot, peach and orange. A rich source of vitamins B6, B12, C and E due to its 99.5% juice content, the playful Biskoteka pack relates to the karate hero character with the pack also acting as a game and carrying collectable cut out cards. It successfully combines functional and emotional values in one pack that is tailored for children. Being a pioneer in many aspects, Coca-Cola Hellenic and its successful 25 year old juice brand Amita, are doing a great deal to lead in the functional category too. Amita has entered the chilled segment with its new Eyzhn by Amita functional range. The combination of vitamins, fruits and and other natural ingredients makes it the first functional range of juices in the Greek market. BotaniQ from Coca-Cola Eurasia Aquavision is the first true umbrella brand created and launched in Russia, uniting a variety of sub categories. The new platform was also an

occasion to launch smoothies for the first time here, along with affordable juice based drinks with a variety of flavours and natural tasting lemonades. Another first for Russia was to present an entire range in a family of aseptic PET packs. Pepsi Raw enterd by PR company Freud, is a new premium PepsiCo brand and the most significant innovation from Pepsi UK since the launch of Pepsi Max in 1993. Pepsi Raw was created in response to a growing consumer demand for premium and more natural products. As a result, it contains no artificial preservatives, colours, sweeteners or flavourings and is made only with ingredients from natural sources. This unique blend of quality ingredients gives Pepsi Raw its distinctive taste. It also has a more gentle sparkle than regular colas and is available in a stylish 30cl

From left to right: Coca-Cola Hellenic; Beverage Innovations; Dr Martin / Blue Marlin; Coca-Cola Hellenic; Coca-Cola Hellenic Eurasia / Aquavision; Glanbia Consumer Foods; Good Natured UK; Infuzions UK; and Pepsi UK / Freud

28 BEVERAGE AWARDS Moscow, April 2008

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glass bottle, which ensures the perfect serve every time. Entered by Glanbia Consumer Foods of Ireland Smootheze carry the slogan: ‘All the taste and goodness of a freshly made Smoothie without the waiting or mess!’ Launched in June 2007, Smootheze is a smooth blend that contains 40% fruit and 60% low fat probiotic yogurt. Because of its unique packaging, it is the perfect on the go healthy snack. Each 300ml pot contains at least one of the daily required fruit portions, 50% RDA of vitamin C and is free from artificial colourings and preservatives. There are four flavours in the range: Mucho Mango, Very Berry Fruity, Superfruit Superstar and Tropical Tango. Moscow, April 2008

The new range of Good natured pure fruit juices were developed to be the best quality, most flavoursome juices with the strongest possible ethical positioning. For this reason the company put buying sustainably at the heart of its sourcing strategy and opted for Rainforest Alliance certified 100% Valencia oranges for its juices. Good Natured has a clearly defined brand positioning highlighting it as an ethical, sustainable and good quality product. Quite simply, “juice that doesn’t cost the earth.” zipp by infuzions, was created by two passionate beverage and marketing entrepreneurs, Jacob BruunJensen and Richard Abbott.

Spurred on by the immense success of new health drinks in the USA, they set out to pioneer natural functional fruit drinks that are suited to UK consumers trying to maintain a healthy lifestyle. The beverage comes in two variants: vitalize and slenderize. Jamnica of Croatia has expanded its portfolio and introduced four new “smart drinks“. The new product is packaged in vibrant colours with eye-catching logos. The range consists of four new flavours Antiox, Fit, Snack and Active - each designed to target specific consumer needs. All are based on Jamnica Jana natural mineral water and use no artificial colours, flavours, preservatives or refined sugars.


Rich Fruit Mix from Multon in pouch packs is a novel product in the fruit snacks category in Russia. More and more consumers tend to choose healthy products, when pressures do not allow for proper meals. Although people do not wish to compromise on taste the general pace of everyday life is speeding up and as a result convenience products are becoming increasingly more


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Best newcomer, brand or business additives, colourings or flavourings. Hib! is a source of antioxidants, has been linked to a reduction in blood pressure and could reduce the risk of cancer.


important. Rich Fruit Mix is highly relevant product to today’s consumer with good potential for growth. Hib! entered by Peplow PR, is the UK’s first ever super-flower drink, an innovative and aspirational premium soft drink that looks set to pioneer a new trend within the booming superfoods category. Hib! is made from the calyx of the Hibiscus Sabdariffa flower bush, which gives the drink its ruby red colour, refreshing taste and health benefits. It uses pure spring water and is naturally caffeine free with no artificial

“It is fascinating beverage innovation Editor Claire Phoenix

to watch new and traditional drinks categories blurring”

The world’s leading sports drink around since 1965, Gatorade from PFBI has just been launched in the UK for the first time. In addition to this launch, Gatorade has also adjusted the core formula and developed a new product. This has the same functionality, but without the artificial ingredients found in drinks by key competitors in the marketplace and is therefore alleviating consumer concern Antistress Nettle is a new functional drink from Sonnenalm Getränkevertrieb GmbH. The product won the innovation prize at Anuga Taste 2007 and has since received a great deal of interest. The drink contains magnesium, vitamin B-complex, nettle, aloe vera, ginko and ginseng to help alleviate stress. By thinking outside the box Sonnenalm was able to create a functional product that will appeal to consumers, yet presents an entirely new segment in the beverage industry.

Excited by the potential for growth in the water plus category, this water was launched by a small UK team who broke off from innocent in May 2007 and developed a new refreshment brand called this water. A totally natural ingredient list: no preservatives, additives or sweeteners and the fact that only real fruit is used, is its proposition. The no fruit concentrates approach means that there is no need to add flavours to the product at a later stage. There are currently four different blends, all made from pure squeezed juices, crushed fruit, natural spring water and some sugar. true fruits - the founders of true fruits smoothies realised there was a gap in the German market when they encountered smoothies abroad for the first time. Initially selling around 10,000 bottles a month, the company now sells around 500,000. Since then several ‘me-too’ products have been introduced to the German market by major companies. However, true fruits remains market leader due to the high quality approach of the company in packaging, marketing and producing this product.

Vital Lifestyle Water from Vital Lifestyle Water Company of Canada has led in addressing market trends such as, the rise in obesity, the consumer desire for great taste and proven functionality; as well as the need for better, healthier food and beverage choices. While distribution has been carefully managed, distributor, retailer and consumer acceptance has been strongly demonstrated by its growing widespread availability in California and Florida since its inital launch. WheyUp’s inventor and co-founder, Arizona based entrepreneur Erik Rothchild, developed the product through his own personal nutritional supplementation. When the product became a hit among his fellow gym members he decided to enter WheyUp in the sports beverage market. The product has a unique niche, because it is a sugar free energy drink packed with protein, making it the next generation of healthy energy drinks. The finalists in the Best newcomer brand or business category include Blue Marlin Design Consultants, Jamnica and Good Natured.

From left to right: Hib! / Peplow PR; Sonnenalm Getränkevertrieb GmbH; truefruits GmbH; innocent’s this water; WheyUP; Vital Lifestyle Water Company; and Multon

30 BEVERAGE AWARDS Moscow, April 2008

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Best marketing campaign n 2007 Amita Motion from Coca-Cola Hellenic began spreading the positive energy message to both young and young at heart in order to strengthen its brand image. As a result of this campaign Amita Motion has established itself as the favourite brand in the 15-24 age group in Greece. Taking a comprehensive approach Amita introduced a “Positive Energy Day“; organised a music tour; relaunched the popular and interactive “Positive Energy“ website and created the “Airplane“ TV slot as well as communicating its positive message on radio and in print. Other initiatives include handing out flowers, scholarships, organising blood donations and sponsoring the Special Olympics. For its recent Amita Image campaign CocaCola Hellenic built on an earlier strategy involving snap shots of precious moments in life. Research has revealed that people

Coca-Cola Hellenic Moscow, April 2008

are constantly searching for relief from everyday stress. Amita channelled these desires through the “Feel Alive“ message, by using powerful and realistic imagery to communicate a new way of life full of flavour, nature and experiences. The new campaign is easy to adapt and allows extensive communication in all mediums (via TV, creative print, outdoor and in store presence) through multiple and customised executions

Coca-Cola Music and Apple itunes


“Resulted in great awareness and credibility through music.”

for different occasions, which lead to improved interaction with consumers. Coca Cola UK demonstrated commercial vision in

Coca-Cola Hellenic

releasing the full power of a magical Coca-Cola Christmas, by encapsulating best practice across Europe including communication, experiences, trade activation, and packaging and applying it in scale through a fully flexible integrated IMC plan across Europe. The master design was developed to communicate the core idea by capturing the emotions and feelings that surround Christmas. The gift of giving was articulated through a distinctive set of expressions and translated visually by fusing the brand’s Christmas heritage with contemporary execution techniques. The vision of the CocaCola Music campaign was a design that worked across a variety of platforms and countries, not only above the line, but also in packaging, in store, at festivals and gigs as well as online. It was also the carrier for a gamut of promotional activities in partnership with Apple iTunes - one of the essential components of the programme. The activation across Europe created an


impact which was strong as well as unified and resulted in great awareness, and credibility through music. Römerquelle’s marketing campaign from CocaCola Beverages Austria comprised print ads in consumer titles, outdoor advertising, two TV commercials and a new shrink foil packaging. The aim was to reposition Römerquelle as a brand that vitalises and frees up the minds of the consumer through the product’s unique combination of minerals. The brand image was presented as stylish, yet without being elitist, and is both sensual and hedonistic in terms of enjoying life simply for the sake of pleasure. Equity results have shown that the evocative TV adverts were



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Best marketing campaign successful, with a significant rise in positive purchase intentions. The marketing campaign for Russian botaniQ by CocaCola Eurasia Aquavison was certainly successful, if the old adage of imitation is the sincerest form of flattery is anything to go by. The botaniQ campaign was a massive roll-out that involved creating a unified range. Positioning itself firmly as a natural product, the TV commercials, POS, online banners and music, presented the fruit used in botaniQ range as fresh from the rainforest. The communication showed that the product had undergone quite a journey with the sole purpose of bringing the consumer health and vitality. The core creative idea behind the Sprite campaign in Greece by Coca-Cola Hellas is that there are no obstacles when you know what you are thirsting for. Marketing material included a TV commercial, radio, print, cinema, packaging, internet, PR and BTL activation. The

Coca-Cola Beverages Austria


hero in the TV advert is trapped inside a crowded bus caught in traffic on a hot day...but nothing will stop him from getting to his destination. He takes a gulp of Sprite and begins his journey, overcoming all obstacles found in his path. This advertisement for Sprite transmits a message of hope - that it’s possible to overcome obstacles and realise your dreams.

Coca-Cola Italia’s marketing campaign for the launch of Coke Zero in Italy co-ordinated aspects of TV and radio promotions, press visibility in over 35 newspapers, internet, outdoor events such as bus tours and sampling at select locations such as top nightclubs, before expanding to a national level.

Coca-Cola Hellenic Eurasia

A four day blitz involved a task force of almost a 100 people, made up of all company departments, hitting a huge number of POS using POP material to communicate the launch of Coca-Cola Zero.

a website, online advertising, radio and all labels on the nudie bottles. After 6 weeks of voting, mango was the winner and a special edition product was produced to celebrate the victory.

In Russia the advertising campaign, for Multon Rich Fruit Mix in pouch packs has dramatised the key benefit of this product: convenience. From imagery that connects the product with the original on the go food - apples - to a dinner table for one set in traffic, the common denominator is the ability to satisfy hunger wherever you go, whenever you need to.

Power Horse in the UAE targets one of the most difficult groups: urban, modern males between the age of 18-35. To reach this group it is necessary to go beyond classic advertising and marketing that talks about product benefit. The objective was to position Power Horse as the ultimate energy drink with a distinct image by creating a brand that combines charisma, strength and stimulation in a new, more involving context for young Arab males. The campaign was realised through TV advertisements, road shows, a website, POS and other viral and promotional activities.

nudie’s Australian fruit election campaign purposely coincided with the Australian Federal Election. The campaign called for the nation to vote for their favourite fruits: mango, pineapple or raspberry. Each fruit had its own policy, style, colour and look, chosen to appeal to a young generation that could relate to the fruity personalities. The campaign was supported using street campaigners, posters, sampling, point of sale,

Coca-Cola Hellas SA

Rubicon Drinks’ Papaya juice drink is a source of lutein, an antioxidant which research suggests can protect eyesight. Rubicon teamed up with the Eyecare Trust to raise awareness of the

Coca-Cola Italia Moscow, April 2008

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importance of a diet rich in lutein and eye health. The cause championed specifically was Age Related Macular Degeneration. The brand further enhanced its links to promoting eye health with a charitable eye camp in India, TV campaigns sampling and Point of Sale in UK opticians nationwide.

beverage innovation Editor Claire Phoenix

The Schweppes SA campaign ‘Spirit’ appeals to ‘Golfos’ - hedonistic spirits that delight in life. Using

“Such creativity check these adverts now on”

modern and sophisticated codes, the campaign is aimed at young adult public through TV, lifestyle magazines, radio and outdoor media. In the TV advert the voice of the Spirit of Pleasure lures viewers: “I know it, you love being golfos. You always have pursued pleasure and the more you obtain, the thirstier you become for it. I know it, and because of that I want to offer you something else to quench your yearning. New Schweppes Spirit. Thousands of fine bubbles possessed by intense flavours. Schweppes Spirit, Pleasure for Pleasure.”

technical and formulation benefits; as well as the potential benefits of providing consumers with great tasting products containing fibre. Tate & Lyle worked with Gyro International to develop the concept: “Tell consumers when you add Promitor Dietary Fibre. Otherwise, they’ll never know.” The eye-catching photography emphasises and reinforces the consumer appeal, with empty glasses, plates and yoghurt pots demonstrating how consumers have found the products delicious.

An important objective of the Tate & Lyle Promitor marketing campaign was to introduce food and beverage manufacturers to the new range of Promitor fibre ingredients in a way that demonstrates both the

Finalists in best marketing campaign are: Coca-Cola UK with Coca-Cola Music, nudie foods of Australia and Schweppes SA with Spirit.

Tate & Lyle


nudie Foods Australia Moscow, April 2008

Tate & Lyle

Power Horse

Schweppes SA

Rubicon Drinks Ltd


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2008 beverage innovation awards Associate Sponsor - SmartSeal


martSeal, a Norwegian company based in Sandnes, was established in 2001 and is becoming well known for developing and selling innovative spill-proof beverage closures. SmartSeal’s founder, Kjetil Naesje, was tired of his kids spilling drinks in the car. He thought about this problem and his solutions led to the idea of a unique, spill-proof closure. After successfully prototyping and testing his design, Kjetil decided to further develop and patent the technology. SmartSeal currently holds 14 worldwide patents and the technology can be adapted to a wide range of containers,

spanning from PET bottles to cartons and pouches.

non-carbonated beverages The SmartSeal FLEX family of closures are unique in their functionality and design, with an automatically activated valve as the main feature. This provides spill control and increased user convenience in the growing market of on the go consumption.

Carbonated beverages SmartSeal offers two closures for use with carbonated beverages: SmartSeal FIZZ, featuring an automatic closing valve which retains carbonation and is 100% spill proof; and SmartSeal SERVE, a patented valve that facilitates dispensing of carbonated beverages such as beer and soft drinks, eliminating foaming while retaining carbonation. See the full range of SmartSeal closures at

sponsor of Best new juice or juice drink category


rigoglass is a global corporation with production facilities in four continents, ten countries and customers in more than 100 countries worldwide. Known as a global leader in Ice Cold Merchandising (ICM) solutions, the company specialises in the design, manufacturing and provision of integrated cooling solutions for the soft drinks, brewery and dairy markets. It develops and delivers innovative and high quality cooling solutions which enhance product visibility, induce impulse purchase and help clients increase their product sales. Frigoglass has invested heavily in R&D and is committed to translating innovative ideas into successful products, through thorough analysis and advanced engineering. The company also contributes to a healthy environment through environmentally friendly refrigerant technologies.


sponsor of Best new ingredient category


he Velcorin technology produced by the chemicals group Lanxess for the stabilisation of non-alcoholic beverages and wine is being used in an increasing number of countries and regions. A liquid based on 99.8% dimethyl dicarbonate, it is very effective against many beverage spoiling microorganisms such as yeast mould and fermentative bacteria . Only a short time after Velcorin has been added to a beverage it decomposes completely through hydrolysis, resulting in the formation of natural constituents of many fruit based beverages. It is used for the cold sterilisation of beverages around the globe, in line with relevant legislation. Moscow, April 2008

Beverage Innovation Awards 2008