Turnkey go-to-market solution for beverage brands launches

Symrise has partnered with three other companies to launch IncuBev, a turnkey project management solution for beverage brands.

The collaboration, which aims to help brand owners bring their beverages to market faster, also includes: packaging ‘microfactory’ Haney; PTI, which offers packaging development solutions; and Califormulations, which provides end-to-end beverage innovation services and small-scale production for commercialisation trials.

Leveraging ‘significant’ beverage commercialisation expertise, the companies aim to accelerate pre-commercial activities. These include product development, package conceptualisation, prototyping, and activation for consumer testing and concept validation.

By unifying the functions of beverage formulation, packaging design, contract manufacturing and logistics under one alliance, the IncuBev companies say that they aim to guide brand owners to successful brand introductions.

“What differentiates IncuBev is that collectively, we are a single source that provides the flavour, the packaging, the printing and the filling,” said Paul Graham, president at Symrise Flavors NA.

“The result is a true end-to-end beverage development ecosystem, from innovation to commercialisation.”