It’s been an action packed few days here at Brau Beviale in Germany with the peak being the 2014 World Beverage Innovation Awards which we presented last night in the fashionably contemporary Forum with its green grass seating.
What I loved most was the depth and breadth of creativity and innovation – from the beautifully packaged NOA relaxation drink from Sweden, to I Mune Nuture UK pouches for children to BioNeo Sparkling drink from France and Suavva with cacao pulp.
As Diana White of Awards Sponsor Hanovia said” The drinks in stores and service stations are changing.”
Today there are lower calorie naturally sweetened colas, functional vitamin and dairy drinks, juice bar style drinks and ready to drink teas. Health is high on the agenda and great taste and great packaging design are key. Illustrating this, new smoothie brand Plenish did well with its clean packaging and HPP processing, ensuring a just picked taste.
It was the Rexam advertisement that set the pace and tone for the night. Rather like the London Show ‘Tap Dogs’ it starts with someone just tapping a spoon on a cup and rises to the crescendo of a beverage plant in full production – with can production at 120,000 cans an hour, and ends with the can being crushed and dropped into a recycling bin. Despite a rise in PET bottles and pouches in the beverage sector, cans are the most used container type for beverages. This is because of their robust nature making them easy to transport through the supply chain , ease of recyclability, and now with digital printing growth we are seeing excellence in design with now more short run promotions offering marketing flexibility and fun.
Today has been a morning of video interviews – with awards finalist Jeff SeeBos inventor of the Sipsmart Cap – ensuring practical drinking for kids and seniors. And with NOA Fridmark and his CEO (ex Red Bull Sweden GM) Robert Grenmark, on his new relaxation drink. Is this the new Glaceau? He is looking for partners and certainly has the charisma to carry it through. Look out for them on FoodBev.com next week.
Finally, congratulations to all of our entrants – the standard of entries was so high and the Awards presentation was an inspirational feast, of beverage NPD, ingredients, technology and packaging for the mind, body and brain – so thank you all.
Claire Phoenix is FoodBev Media managing editor – magazines. This is a personal blog and views expressed are her own.
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