Andreas Kadi of Energy Drinks Europe was saying how the EDE – Association of Energy Drinks Manufacturers – is working on a new Code of Practice: “We need help from the EFSA with guidelines on maximum levels for vitamins and minerals and on use of botanical extracts,” he said.
When looking at how energy drinks are bought and sold, he also pointed out that, “Europe is at the bottom end in numbers terms when it comes to buying food on the internet. The rest of the world is well ahead. At present, only 4% of Germans buy food this way.”
Steve Norris of Neuro Drinks talked about improving sales of functional drinks in the UK: “Neuro was being sold in the soft drink aisle, down which some customers never venture,” he said. “Our sales have been vastly improved by pop-up stands (free-standing display units at other points in store) and through last year’s ‘Drink Different’ campaign.”
He has also negotiated a section in some UK supermarkets that’s just for functional drinks, to help consumers understand the concept. This is a major step forward.
Kyle Shadix, corporate chef with PepsiCo, is a culinary analyst and talked about iCrave – ‘implementing culinary creativity to assess, add value and execute’ new products.
Considering target audiences, he said: “We are currently looking at ‘The Bro’, an unmarried, fit, cool guy who is highly competitive and wants snacks that offer unapologetic satisfaction. Or Julie, who has never had baclava, been on a cruise or had acai, maybe because she is not sure how to pronounce it.”
Aurore de Monclin of The Healthy Marketing Team said: “Consumers own your brand. They define your image. So, to be successful in selling your product, make sure you define your functional territory and target your group positioning.”
Many brand owners worry about making health claims on-pack, and she said how this is often not the recipe for approval by consumers: “The most successful ad campaign for Actimel was one of protection, showing mother and baby animals, and humans. ‘Proteger et le plus natural des gestes’. Conveying the essence of your brand is the answer.”
Kyle Shadix delighted me when he said he always keeps FoodBev.com open on his desktop, saying: “I didn’t realise how competitive I was until I noted that I have Beverage Innovation magazine sent to my home and not the office, because I didn’t want anyone to know the secret of my success!”
Claire Phoenix is managing editor of Beverage Innovation magazine.
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