FoodChain Issue 147
The business of food and drink
Power Horse CEO, Salvatore Caizzone highlights how the company is racing ahead in the energy drinks market
Industry News Plant-based seafood alternative TUNO set to transform the category l
Share the taste British cider producers are keen to explore markets overseas to equalise seasonal spikes in demand
Cargill invests â‚Ź20m in its Netherlands production plant l
l Premium dinner rolls from Kara feature upgraded recipe
Sweet success How a process efficiency project brought unexpected benefits to a ready-meal manufacturer
A lifestyle in a can Having recently struck a partnership with Manchester City FC, Power Horse dashes ahead in the energy drinks market with a brand emphasising extraordinary product quality and a commitment to helping consumers conquer their daily challenges
urprising as it may sound, although energy drinks have been the fastest growing category within beverages worldwide, little innovation has kindled the market for the last 30 years. Consumer preferences are shifting, however, and the change is nigh. Enter Power Horse – a leading premium brand, whose products can now be found in more than 50 countries on four continents. “Innovation will be the name of the game in the future,” declares CEO, Salvatore Caizzone. “Consumers want novelty in beverages and this is where we step in. We are keeping a long list of open projects to respond to dynamic market demands. In fact, we are just launching two new products that deliver on our promise for innovation. First – we are introducing an e-gaming drink called Level Up to target millions of e-gamers of all ages who need to stay hydrated while maintaining high focus on their gaming objectives. In addition, we are also launching the Power Horse Caffè – a line of delicious iced coffees, based on cold brew handcrafted filtration process,” he reveals.
“We have a simple product strategy: we aim to make the best energy drink for all of our consumers to enjoy wherever they might be. To this end, we have established a strategic supply partnership with Spitz – the Austrian manufacturer that launched the company in 1992, and we now have a global manufacturing centre in the peaceful town of Attnang-Puchheim, which enables us to use pure mountain spring water as a base for all our beverages. Moreover, none of our drinks contain preservatives and they are also some of the least sugary products in their key markets,” Salvatore highlights the company’s commitment to quality.
Unstoppable you The Power Horse brand may have been born on European soil, but the company has never placed much focus on developing the Western markets. Instead, it chose to bring the energy drink concept to untapped regions like Africa, the Middle East, and South East Asia. Its venture met with considerable success and today, Power Horse enjoys
92 per cent brand awareness across a population of 1.5 billion consumers in said markets. “On yearly basis, some 240 million consumers engage with the brand,” Salvatore remarks. “They choose Power Horse not only because of its great taste, but especially for what it does for them. Our selling line is ‘Unstoppable You’, as we have a very clear vision of helping people feel on the top of their world every day. We aim to support consumers in the face of their real challenges by giving them the energy to stay on top of their day, because if you are you at your very best, you become truly unstoppable,” he delivers an impassioned summary of the role Power Horse desires to play in consumers’ lives.
Official partner ‘Unstoppable’ is a word that was also often being attached to the reigning Premier League champions of Manchester City during the 2017-18 season when The Citizens bulldozed their way to the title in such a dominant
fashion that saw them dismantle every opponent they faced, all while breaking a number of long-standing records in English football. Enmeshed in a threehorse title race this campaign, City received a strong energy boost in the last days of 2018 when the club signed a multi-year partnership with Power Horse. “We are now Man City’s official energy drink partner, as the club’s commercial focus is on growing their fan base in the Middle East and Africa, and penetrating these markets with their brand,” Salvatore enthuses. “Power Horse and Manchester City share the same principles, which makes our alliance a match made in heaven. We are both tenacious – never giving up until the job is done; we both value partnership – playing and winning together; and we are both obsessed with winning, because we genuinely believe that playing and drinking are so much more fun when we win.” Already knowing about the partnership between Power Horse and Man City, it will be hard not to associate
Power Horse the latter’s high-intensity style of play with the former’s beautifully-designed logo featuring a black stallion – a symbol of strength and elegance – every time The Sky Blues’ genius players glide gracefully into football pitches home and abroad.
launching better beverages that meet consumer satisfaction and add value to the category.” He concludes: “In a world that questions traditional global branding values, our challenge is to strengthen consumer relationships via both engaging communication and great
drinking experience. We want to be seen as much more than just an energy drink. Power Horse is a lifestyle in a can and we are eager to promote this lifestyle around the world by expanding our geographical footprint in the coming years.” D www.power-horse.com
“The logo is one of the two main aspects our loyal customers cite most often when explaining their love for the Power Horse brand,” Salvatore points out. “The other is the unique taste we offer them. Our ambition is to become a company that proposes products well beyond the traditional energy drinks we know today. We are convinced that energy products will continue to be in high demand for one simple reason – everybody needs some extra energy to cope with the increasingly demanding and fast-paced world we live in. At Power Horse, we are constantly busy
Al Babtain Group of Companies
Founded in 1958 as a small company promoting consumer goods, Abdul Aziz Saud Al Babtain & Sons Co. drew up strategic future plans that proved to be hugely effective throughout the years. Today the group has developed into one of the biggest family owned groups in Kuwait and Saudi Arabia. This growth was the result of further investments in consumer goods, as well as venturing into different industries, such as consumer electronics, real estate, construction, education, IT and telecoms, and farming.
Al Babtain Group and Power Horse’s distribution partnership in Kuwait started back in 1999. This relationship grew from strength to strength and consequently helped the brand reach its current number two position in the Kuwaiti market. Upon Salvatore Caizzone assuming the role of CEO of Power Horse, this partnership evolved to new levels. With his visionary approach, as well as the long track record of building some of the most powerful brands in the world, our confidence in the future development of the Power Horse brand grew to unprecedented levels. Within a matter of months in the job, Salvatore had put together a solid plan to drive exponential growth, building on existing gaps as, well as turning some key evolving challenges into opportunities. We, at Al Babtain Group, strongly believe that this strong and successful partnership with Power Horse is driven by three elements: Collaboration, Transparency and Accountability. Our three-year growth plan with Power Horse revolves around driving innovation, communicating Power Horse products’ key benefits, and flawlessly executing its set sales plan in the market place. As Power Horse’s distributor partner in Kuwait, we focus on the execution element, while fully coordinating with the Power Horse team on the innovation and communication pieces to ensure optimal business results.
OVER 70 YEARS DELIVERING THE BEST EXPERIENCE THROUGH PASSION AND INNOVATION