Bags packed, batteries charged and awaiting the taxi to the airport, I couldn’t have been more ready. The flight cancellation was disappointing, yet I’m pleased to say that I’m still in touch with the companies I’ve been following as they prepare to launch new products at the event.
Creamy Creation is part of dairy cooperation FrieslandCampina. Roger Nass is senior sales manager nutritional beverages …
We’re launching two new products at this year’s Finished Products Expo, so we’re naturally very excited about what the show will bring. Our preparation began about a year ago when we decided that we would be exhibiting in 2010. There was never any doubt in our minds about whether to return. Finished Products Expo provides an important platform to launch products to such a key audience that we just had to take advantage of it once again.
We had a really successful event last year. Our product won one of the Tasting Bar Awards, which was a fantastic surprise. We were delighted with the reaction from visitors to our forest fruits meal replacement beverage, which scooped the prize in the drinks category. That means that this year the show has a lot to live up to for us, and I have no doubt it will meet and exceed our expectations.
So, what are we doing this year? Well, we have two new exciting developments to shout about. The first is a new launch in our nutritional beverage category that will address weight management issues, and the second is in our high-protein, enriched, milk-based sports drinks. We’ll also be entering one of our products in the Tasting Bar, hoping for the same success as last year. This time, it will be our low-calorie orange and mango diet meal replacement drink. With a low pH (yogurt-based) and containing 10% real fruit juices, the product has a minimum shelf life of 12 months and remains stable in an ambient environment without preservatives.
Exhibiting at Finished Products Expo was an easy decision to make, but that doesn’t mean it’s not hard work. We have a full team working on the project and the pace has been pretty intense over the last few months. Our marketing manager has been focused on preparing all the literature and branding to accompany the new launch, while the R&D manager has been looking after the samples. Before we do any sampling, we always carry out a rigorous testing procedure to decide which one[s] we want to highlight, so we ensure we’re offering the best. Then of course, the sales department is in charge and makes sure everything to do with the show runs smoothly.
All in all, this is a big event for us and we’re greatly looking forward to seeing our hard work come to fruition in Geneva this week.
Shaun Weston is editor of FoodBev.com. If you’re attending Vitafoods or FPE this month and would like to speak to Shaun, please contact him here.
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