Kuwait-based Teshkeel Media Group (TMG), creators of the world acclaimed comic series THE 99, has signed an agreement with Nestlé Waters allowing the use of THE 99 characters for co-branding. THE 99 features culturally relevant superhero characters from around the world in its comics, theme parks and upcoming animated television series, and will be used with key brands for Nestlé Waters. Nestlé Waters CEO Maurizio Patarnello said: "We think these wholesome superhero characters will provide a relevant and exciting brand activation platform." Dr Naif Al-Mutawa, founder and CEO of Teshkeel Media Group, said: "We're delighted to be working with Nestlé Waters to further open the world of THE 99 to millions of consumers already enjoying Nestlé products. Tying THE 99 to Nestlé Waters is the definition of synergy when two of the world's most respected brands join forces to add value for their consumers." Mohammed Chishty, Marketing Director of Nestlé Waters Zone AOA, added: "We're thrilled by Naif's vision for THE 99. The variety and diversity of characters that he and his team are creating make them an ideal partner for a global company like Nestlé Waters and a global brand like Nestlé Pure Life. The geographical diversity of THE 99 characters will be valuably reflected on the packaging of each country's locally bottled waters as we roll out the programme throughout the region and beyond." Al-Mutawa concluded: "The themed Nestlé Waters are the latest important step in spreading the message of THE 99 to the widest possible audience. With millions of bottles slated to be produced in 2009, our message of tolerance, teamwork and respect will be expanded exponentially. We are proud to be working with a global company like Nestlé Waters whose ethics so closely mirror those of THE 99."

*US-based manufacturer and food distribution specialist, Admiration Foods, has established a new line of mayonnaise and salad dressings called Garden Fresh made with multifunctional fibre blends. * The fibre blends have been produced by Z Trim Holdings, a food industry partner in the deployment of solutions and technologies built around dietary fibres, blends and custom emulsions. Full capacity production of the line is now under way, consisting of mayonnaise, honey mustard, ranch and creamy Italian dressings. "We've limited our offerings of low-fat products thus far due to taste and texture issues, but with Z Trim, there are no such issues," said Michael Leffler, President and CEO of Englewood, New Jersey-based Supreme Oil, parent company of Admiration Foods. "We're not even labelling the Garden Fresh products as low-fat," he added. "It's just a great tasting line that happens to be low in fat." While Admiration intends to eventually make the Garden Fresh products available to consumers via retail, the mayonnaise and dressing line will find ready acceptance among school foodservice operations in many parts of the country. "Z Trim has done a great job of marketing to the schools, and we have some orders ready to fill now," said Leffler. "We look forward to distributing to foodservice and retail markets via our many distributors all over the country. The dressings and mayo will be offered in cases of four gallons each with a minimum batch size of 60 cases, or in tubs. "We're very pleased to have this association with Admiration Foods and Supreme Oil, given their reputation as the largest independent packager of soybean oil and related products on the east coast," said Z Trim CEO Steve Cohen. "We believe their commitment to quality and value makes them a good associate for us."

The Vitop Compact can be used by Bib 900 as AFW860 filling machines and offers several advances in bag-in-box filling technology. This very short tap brings together all the qualities of the existing Vitop tap, yet also offers an improvement in the quality of filling by reducing residual air in the bag by 50% when filling is complete. The Vitop Compact also improves bag into box insertion and the positioning of the tap inside the box. Finally, by contributing to a reduction in the weight of material used (by approximately 25%), Vitop also offers environmental benefits.

**Coffee marketers have a new weapon to call on in their push to stay on top of the fiercely competitive coffee market: 'Coffeenies'. **Coffeenies are plush coffee bean characters shaped in the likeness of coffee beans with flexible arms and legs, scented with coffee fragrance and sit in packaging designed like a coffee cup. In addition to the current range, nearly two dozen coffee bean characters are in the pipeline. Furthermore, customised characters are available and company logos can be added. The seven characters include: Espresso with a saucy mustache and red beret, Cappuccino has a frothy white cap and tutu, Cafe Latte is dressed in a cowhide vest, Hula Bean wears a flower lei on her head and ankle, Biker Bean sports a do-rag and black vest, Coffee Lover has red lips and a heart, Heavenly Brew has gold angel wings and a halo. The eight-inch plush toy characters retail for $7.95 in coffee shops and are also available online. "With the coffee industry exploding in growth and competition, Coffeenies are ideal for a major coffee brand or retailer to use for a marketing promotion to bring their brand to life," said Jill Duggan, creator of Coffeenies. Beyond plush caricatures, Coffeenies can be licensed for animation to be used in internet banner ads supported by character merchandise to drive retail foot traffic.

*China Water and Drinks Inc and Heckmann Corporation of Palm Desert, California have announced that China Water has completed the acquisition of two bottled water manufacturers in China for $11.7m. * Beijing Changsheng Taoda Co Ltd has been acquired for $6m. Beijing Changsheng Taoda currently operates one newly built facility outside Beijing, with an annual capacity of approximately 247.1 million small bottles. The company plans to add a new water cooler bottled water production line with an annual capacity of 8.2 million 18.9-litre bottles to complement its small bottle water production. Changsha Rongtai Co Ltd has been acquired for $5.7m. Changsha Rongtai currently operates one facility in Changsha, Hunan province, which has an annual small bottle capacity of approximately 178.5 million bottles. Together, these acquisitions add two small bottled water production lines with an annual capacity of approximately 426 million bottles, and are China Water's first expansion into the Beijing area. "These acquisitions demonstrate our continuing ability to execute our growth strategy of consolidating the highly fragmented bottled water market in China," said Hong Bin Xu, the Founder, Chairman and CEO of China Water. "The demand for bottled water in China remains strong, fueled by the country's continued economic growth, favourable demographic characteristics, and the need for clean, safe drinking water." "We're very pleased to have completed these acquisitions early in the fourth quarter and are now even more confident in China Water's ability to continue to build its business and secure its place as a leading producer of bottled water in China," said Richard J Heckmann, Chairman and CEO of Heckmann Corporation. "We look forward to consummating our transaction at the end of this month and teaming with Mr Xu to capitalise on our considerable financial flexibility in order to build this business into a worldwide water enterprise." In May, China Water entered into a definitive merger agreement with Heckmann Corporation. The merger has been approved by a majority of China Water shareholders and Heckmann shareholders are scheduled to vote on the transaction on 30 October, with the closing of the merger expected to occur on 31 October. About China Water and Drinks China Water and Drinks Inc is a leading producer and distributor of bottled water in China. Through its production facilities in Guangzhou, Zhanjiang, Feixian, Changchun, Nanning and Shenyang, the Company produces and distributes bottled water to 14 provinces and regions in China. The Company markets its own product primarily under the brands 'Darcunk' and 'Grand Canyon', supplies purified water to both local and international beverage brands such as Coca-Cola and Uni-President and provides private label bottled water for companies such as Sands Casino, Macau.

The Glutamate Association in the US has released a statement regarding Campbell's and Progresso's recent advertising campaigns, which claim their soups are healthier and more wholesome than rivals' because products are free from monosodium glutamate (MSG). Statement: The recent flurry of advertisements that discuss the MSG content of canned soups as a point of differentiation between brands has no doubt caused confusion among consumers. Consumers may be wondering if there is new research or some other reason why they are being encouraged to choose foods that do not contain MSG. There is not. In fact, research conducted over the past decade has only reinforced the role of monosodium glutamate as a safe and useful ingredient in the diet. These new soup campaigns are nothing more than marketing gimmickry. Time and again, consumer research has shown that American shoppers’ top food product concerns are taste and cost. “It is a disservice to consumers to imply that the inclusion of MSG in canned soup is a detriment, when in fact, the use of MSG in canned soups has long been recognised as a safe, effective way to provide consumers with exactly what they want – a soup that tastes good,” stated Brendan Naulty, the President of The Glutamate Association. This year marks the 100th 'birthday' of MSG. For a century now, consumers and chefs alike have cooked with MSG and purchased seasonings, frozen entrees, salad dressings, snack foods, soups and numerous other products that contain MSG. Home cooks, chefs and food manufacturers use monosodium glutamate because it gives foods, particularly savoury dishes, a richer, more well-rounded flavour. More recent research shows MSG can be useful in reduced sodium foods. In fact, by using small amounts of MSG in conjunction with decreased levels of salt, the sodium content of foods can be reduced by 30-40%. Given the increasing emphasis in the US on developing lower sodium foods, MSG is one of the solutions that allows for the creation of delicious, reduced sodium dishes with flavours comparable to their full sodium versions. Given the ability of MSG to enhance flavour in reduced sodium foods, consumers that are trying to reduce their sodium content while enhancing flavour should look for lower sodium foods containing MSG, and should consider incorporating MSG into the foods they make at home. The key to MSG’s flavour-enhancing ability is the amino acid glutamate (glutamic acid). Glutamic acid is found naturally in many foods, including milk, meat, poultry and vegetables. The human body also produces large amounts of glutamic acid. In 1995, the Federation of American Societies for Experimental Biology (FASEB) and the FDA concluded that there are no differences between the form of glutamate in MSG and that found naturally in foods like Parmesan cheese, tomatoes and mushrooms. The safety of MSG is well recognised. The FDA designated monosodium glutamate as 'Generally Recognized As Safe' (GRAS) in 1959. The agency does require that when MSG is added to a food product, it must be listed in the ingredient statement. The FDA considers 'no MSG' and 'no added MSG' claims misleading when appearing on foods containing other sources of added free glutamate, such as yeast extracts or hydrolyzed proteins. Though originally extracted from Kombu seaweed found off the coast of Japan, today in America MSG is produced through the natural fermentation of corn glucose. MSG’s long history of safe use in the worldwide food supply is supported by scientific and regulatory bodies around the globe, including the American Medical Association, the European Union Scientific Committee for Food, and the Joint FAO/WHO Expert Committee on Food Additives.

Both parties have signed a contract for their partnership over the next year. Emmi has been the team's main sponsor since the 2006 season. For the 2009 season, the Emmi Caffè Latte Aprilia Racing Team is focusing on Tom Lüthi in the 250 class with the Aprilia factory bike. Tom Lüthi will continue to benefit from the best possible equipment and the know-how of the Aprilia Racing Department. Following a three-year period, the German rider Sandro Cortese is now joining a new team. Following a 2008 season of mixed fortunes for Tom Lüthi, with two podium places (2nd in Assen and 3rd in Mugello) and other top five rankings, Emmi and the team managers are hoping for further improvement next year. "We believe that Tom Lüthi is excellently positioned to progress further next year," said Emmi Head of Marketing, Erich Kienle. Following the first few races, the Emmi Caffè Latte Aprilia Racing Team is aiming to be among the top six. "The collaboration with Emmi is grounded in trust, solidarity and professionalism," said Team Manager Daniel M Epp. "Together, we aim to beat the rest of the world in 2009."

*The European Union’s (EU) recently adopted Mutual Recognition Regulation appears to be a ‘user-friendly’ tool for the food industry in the fight to break down EU-wide barriers to trade, the European Federation of Associations of Health Product Manufacturers (EHPM) has said. * The Regulation, which applies in areas of EU legislation not yet harmonised, regulates the Member State evaluation process for refusing product entry onto their national markets. It's based on the concept of mutual recognition of national rules, which stems from the principle of the free movement of goods guaranteed by the EU treaties. This principle provides that a product lawfully marketed in one Member State should be allowed entry in another Member State’s territory without the products needing to be in compliance with one another’s different national legislations. Whereas industry and national authorities have on occasion been at loggerheads over the issue of free movement of goods, the Mutual Recognition Regulation aims to address the legal uncertainty over the scope of the principle and the absence of a continuous dialogue among the national authorities. It also defines the procedures for companies to follow when facing restrictive ‘technical’ rules which directly or indirectly ban a product, prevent the authorisation for a product to be placed on the market, require product modification before it can be allowed on the market, and require the withdrawal of a product from the market. “Awareness of the principle of mutual recognition is lacking across the EU, both within the industry and among the different national authorities,” said Peter van Doorn, Chairman of EHPM. “Within the various national markets, the industry is largely under the impression that national rules prevail, and how to apply the principle of mutual recognition isn't always clear. This Regulation is more user-friendly for industry, and we hope that it will help break down barriers to trade.” Earlier this year, the European food supplement trade organisation conducted its first workshop on the issue of free movement of goods – a Free Trade Initiative to help companies better understand how the practical application of the mutual recognition principle and encourage its use. The Mutual Recognition Regulation gives a definition of the rights and obligations of both the Member States and the industries: it clarifies the timing by which decisions on product entry to the market must be made; puts the burden of proof on the Member State, as opposed to the industry; and states that Member States must set up Product Contact Points, which will provide information on product authorisations and refusals to businesses and the various EU national authorities. The Mutual Recognition Regulation will become applicable in May 2009.

Three new launches in the crowded functional drinks market include: Liquid Smoking Designed to give a euphoric sense of calm and relaxation using African herbal extracts. Already published in the Dutch Telegraph and designed by Studio Pirates in The Hague, the relax drink Liquid Smoking is sold in a 25.4cl can. Company founder Martin Hartman commented: “Liquid Smoking is absolutely not an 'energy' drink. It is the opposite. It is a 'relax' drink featuring a herbal mix which had similar properties to nicotine". Rebootizer A drink in a dual sachet that you press, squeeze, shake and drink to revive yourself after a night out partying. Ten years in development, it works because the functional ingredients only come into contact at the last minute. Already having Swiss and French regulatory approval “It’s a new way to improve your life,” claims founder Thierry Huguet. Transatlantic Blow “Bring the product to the people, not the people to the product” explained marketing guru for Transatlantic Blow, Stefan Gottchalk. Chill out ‘Blow’ beds for nightclubs, beach tepees and beach towels – in fact 80 branded products are bringing word of Blow to the club scene. Blow, another word for cocaine, is the latest stimulation drink made using coca leaf extract. A blend of 13 exotic herbs including caffeine and ginkgo biloba it has a strong citrus flavour and is intended to enhance response, blood circulation and mobility. Local inhabitants of the Andes chew coca plant leaves to anaesthetise the body against hunger, exertion and tiredness. … and in the gourmet food hall… Eau de Fruit in Boxal’s striking alubottle offered a refreshingly different concept being entirely natural and in three delicious variants – mint and lemon verbena, cardamon and verbena and and pink grapefruit with lemon thyme and aniseed. Created with the help of Mr Jeannot also the oenologist for Jean Paul Gaulthier’s perfume Madame, these are eminently drinkable and already making inroads in the premium sector across Europe. For a full SIAL 2008 review, see the next issue of Beverage Innovation magazine. Subscribe here.

*The Spirit of Georgia has been developed, produced and is, for the time being, exclusive to Germany. The name is inspired by the home of The Coca-Cola Company, where the most successful soft drink of all time was invented in 1886. It began distribution to German retailers in July. * With approximately 23kcal/100ml, the The Spirit of Georgia is less sweet than conventional soft drinks, has no artificial aromas, colouring or sweeteners, and contains no preservatives. A dash of apple juice fermentate – new in the soft drink segment – gives the three flavours a particular crispness. It's available in three flavours: Blood orange prickly pear, Lemon juniper berry, and Green mango kiwi – all packed in a new, refillable glass bottle. The Spirit of Georgia’s target audience is soft drinks consumers aged 30 and over. “Our intention was to either tailor an existing beverage from our portfolio to adults or to come up with a completely new product," said Alexandra Megid, Director My Flavor at Coca-Cola Germany and "inventor" of The Spirit of Georgia. "We decided in favour of the second alternative, because one thing is for sure: Coca-Cola has great expertise in refreshment steeped in tradition, and we're convinced that we can establish a new beverage for adults on the market." * Focus on the glass bottle * The Spirit of Georgia is packaged in a proprietary 33cl refillable glass bottle, which is the result of a major investment in development and production and is aimed particularly at the away-from-home Horeca sector as well as at retail outlets and beverage stores. The Spirit of Georgia is also available for coolers in the on-the-go market in a 50cl PET bottle, and on retail shelves in a 75cl non-refillable PET bottle. Selling The Spirit of Georgia "We've put together a comprehensive programme to launch The Spirit of Georgia in all sales channels,” said Axel Bachmann, Marketing Director of Coca-Cola Erfrischungsgetränke AG. “Newly developed secondary placement displays are provided for retailers; these can be used in a small space and in combination if more space is available. With three different cooler types, we also make it possible to trigger additional impulse purchases. Furthermore, various sales support materials for all channels, and tasting campaigns will flank the build-up of consumer awareness and trade sales. “By the end of the year, Coca-Cola intends to have the same broad listing for The Spirit of Georgia as it has for its classic Fanta brand." TV advertising, supported by a nationwide billboard campaign and widescale sampling, began in August.

*US-based Kor Water has launched the Kor One: a reusable water bottle designed to “make a real difference”. * The company believes the new bottle will “elevate the hydration experience” while offering “conscientious consumers an elegant alternative to disposable bottled water”. Billed as an iconic design which embodies the natural beauty of blown glass, the bottle is made from Eastman Tritan copolyester, a new plastic which offers durability without Bisphenol-A. The ergonomic design with integrated handle and thumb release cap enables one-handed operation. The 750ml capacity is suitable for all environments. Kor Water founder Eric Barnes revealed: "We sought to create the perfect reusable water bottle, where design inspires, personal heath triumphs and sustainability prevails. We believe the Kor One is effective on all three counts. “We're passionate about the importance of clean water – to human health and to the health of our planet. We also believe in the power of design to inspire and motivate. Change requires a complete redesign of the hydration experience. We call it Water ReDesigned and this product is just the beginning,” he added.

Designed to prevent accidental dispensing, the Touch Guard safety taps from Tomlinson Industries are child-resistant, requiring a two-step action to control dispensing. The tap handle must be squeezed and then pushed down to activate, and the handle released to shut off low. A study conducted by an independent laboratory, to Consumer Products Safety Commission Standards, showed the Touch Guard tap is “child resistant” for children under three and a half years old. Tomlinson’s PS/HPS series consists of small, self-closing taps for hot water and hot and cold beverages.Existing PS/HPS taps can easily be converted to Touch Guard by replacing the upper assembly. The Touch Guard safety feature is available in red, indicating that hot water is dispensed from this tap, with white and blue also available. The Touch Guard has been available on all HFS Series taps for over 10 years, and is standard equipment on many POU and bottled water coolers.