Polish fruit ingredients manufacturer Zentis Polska has confirmed to FoodBev that it is ‘holding talks’ with beverage manufacturers to make its Fruktomania range of fruit inclusions available as a branded range.
Fruktomania, which launched in May, is a range of cube-shaped fruit inclusions for drinks described as an attractive new challenger in the category of beverages with particles.
Drinks containing Fruktomania cube infusions benefit from a natural fruit flavour as well as an appealing mouthfeel, Zentis Polska said.
The Siedlce-based company has held discussions with beverage manufacturers in Poland, with a view to franchising the concept for use in a branded line of juice drinks.
“This would be an interesting franchising concept in beverages, not just in terms of raw materials but also in terms of using a recommended recipe and branding,” Zentis Polska said.
It is confident that a Fruktomania-branded range of drinks will appear on the Polish market before the end of the year.
Zentis Polska CEO Ireneusz Lichota said: “We believe that – in the category of soft drinks, which have stagnated – beverages with particles, and especially Fruktomania’s natural cubes of fruits, are likely to develop in this category.”
Lichota believes that, with the launch of a branded Fruktomania range, the soft drinks category will be extended into the ‘snack drinks’ space, delivering more substance and a drink that provides consumers with a fuller snack experience.
The ingredients concept will be promoted at Drinktec 2017, where Zentis Polska is hiring part of a stand in hall B5 from Trepko, in September.
The company has specialised in developing and launching innovative ingredients for food and drink products for a few years. The first product launched to market as a result of this innovation was Zenits Polska’s juicy popping boba – jelly balls with a liquid filling – which were available in a variety of sizes, flavours and colours for use in juice drinks.
Early adopters included Coobo bottled tea, which won the best children’s drink category in the Beverage Innovation Awards 2013, as well as soft drink brand Jools.
© FoodBev Media Ltd 2017