Edrington’s The Black Grouse Scotch Whisky bottle has been packaged in an unusual and innovative carton to ensure shelf standout and to ensure brand values were reflected. The whisky has been available across the Nordic and Baltic regions as well as in Germany, the Netherlands, South Africa and, since March this year, in Russia. June saw the launch of the product in the UK. Edrington chose Chesapeake Packaging to design the premium look environmentally friendly packaging. The latest European report ‘The effect of packaging on brand recognition’, commissioned by Pro Carton (Association of European cartonboard and carton manufacturers) has found that cartons offer a distinct advantage in getting products recognised on the supermarket shelf and increase the likelihood of being purchased. A further study shows there is evidence that packaging attractiveness has a significant impact on human brain activity and that it has a major impact on purchasing decisions. The study found that attractive packaging stimulates specific brain areas often associated with processing positive emotions like happiness and motivation. Stimulating packaging design not only plays a decisive role at the point of purchase but could also be crucial to customer loyalty and future market success. Environmental considerations are also important to consumers. Edrington specified in their packaging brief that the carton must be made from FSC accredited board, meaning that it was derived from sustainable woodland. Edrington wanted to ensure that the whole product, including its packaging, took environmental issues in to account. They are supporting the RSPB by donating 50p per bottle sold to conservation work in the UK – supporting conservation of the black grouse.

*TandemRain Innovations unveiled Sports Rejuvenation, a new brand of sports drinks and foods, at the IFT Annual Meeting and Food Expo Saturday, 28 June in New Orleans. * Sports Rejuvenation is the first line of foods and beverages to feature ActivMSM, the beneficial ingredient long recognised for joint health. Products in the Sports Rejuvenation brand include Hydra-Flex, a sport drink featuring ActivMSM and a proprietary electrolyte matrix, and Cardio Balance, a beverage that promotes joint health and helps lower cholesterol. Both products are available in multiple flavours, and in a stick pack drink mix. Additional flavours and other products are in development. TandemRain Innovations specialises in creating functional products that "provide a benefit to society". They also develop entirely new products for clients, as well as add functional ingredients to existing products to make those products healthier, more nutritious or better for the environment.

Launched this week, Findus The Fisherman 10 Fish Fingers are made from 100% sustainable Alaskan Pollock fillet - a natural source of omega-3. Commenting on the new release, Lynn Saul, head of marketing at Findus Ltd, said: “There’s no doubt that the UK is a nation that loves its fish fingers, and our new Findus The Fisherman 10 Fish Fingers will undoubtedly be a hit with consumers." The fish finger market is currently valued at £86.9million, which is an increase of 7% over the last year. Findus The Fisherman 10 Fish Fingers will be available from Iceland and independent retailers, and the 300g packs have an RRP of £1.65.

Danone Waters in the UK and Ireland has launched Weatherman, an information service provided to independent retailers to help them understand how they can achieve higher sales of bottled water during hot weather spells. Weatherman is a weekly email sent to retailers which details the week’s weather forecast and the corresponding bottled water sales predictions. Such information, when used properly, can drive profit bottled water category during hot weather spells. Savvy retailers will already know the impact that weather has on their bottled water sales. Taking 14°C as a base, when the sun is shining and temperatures reach 20°C, sales will typically rise by 36% and when it reaches 25°C sales will increase by 78%. If the temperature tops 30°C bottled water sales will typically increase by a whopping 125%, making it imperative for retailers to keep an eye on the weather forecast. Danone Waters Trade Communications Manager Liz Forte commented: “This weekly Weatherman email is a useful tool and could help independent retailers make a massive difference to their profits. We always strongly recommend retailers stock up when it becomes hot and sunny but the Weatherman email service details exactly when that happens – and how much more water retailers can expect to sell as a result.” Retailers wanting to register to receive this weekly email information service should send an email to to be placed on the distribution list.

By Leon Aarts Last week saw the launch of Extraordinary Food, a company that takes social responsibility to a whole new level by making it easier for companies to contribute to charitable efforts. Extraordinary Food has set up a certification scheme for its social contribution programme, where companies who join give back a percentage of their proceeds to those causes that help to feed and educate children around the world. I believe we can change the world one bit at a time by every purchase you make. If 1% or 2% of the purchase price goes to social contribution, we can all make a huge difference every year and contribute more effectively. Even the launch of the new Superbrands book two weeks ago saw a chapter on Corporate Social Responsibility and how brands can't ignore this in the future. Either grab the opportunity or miss the boat and risk the brand. Consumers will make the choice for you in the future – as they are already doing – spending millions per year on products and initiatives that give something back. The Extraordinary Food logo and certification badge will become instantly recognised by consumers, and they will know that by buying a certified product, money will go to good causes – and consumers will choose your brands because of this. As Fairtrade represents fairness in manufacture and production, Extraordinary Food stands to be a symbol of contribution for all brands who have a proactive CSR agenda. The Extraordinary Food scheme communicates this message of giving to consumers, while member companies and brands can focus on their main activities of selling and producing their products. The Bedingfield connection In the UK, we're working with the charity Global Angels, set up by Molly Bedingfield (Daniel and Natasha's mum), which carries out ongoing global initiatives for feeding and educating children. Extraordinary Food and Global Angel ensure that 100% of the contributions go direct to the food programmes. Global Angles also spends a great deal of effort vetting the causes they support in various countries, and Extraordinary Food fits the bill, working with charities who feed children while they're in school. The added benefit for the children is that they're receiving an education at the same time. Extraordinary Food has created a win/win situation where consumers and brands benefit from taking part. Consumers are more aware of what they buy and why. At the moment, we're talking to a lot of interested parties for certification, from a large department store to great food producers and some of London's top restaurants. It's a good time to get involved. Leon Aarts is CEO and Chief Food Officer of Extraordinary Food.

*On June 25, Anglian Water issued a boil water order for Northampton, Daventry and West of Daventry, due to an outbreak of Cryptosporidiosis. * Although Anglian Water has confirmed that Pitsford Water Treatment Works has been producing pathogen-free water for four days, the boil notice will remain until the water distribution network has been flushed, cleaned and further drinking water tests have been carried out. Until further notice, the 108,000 properties must continue to boil their drinking water or rely on bottled water or certificated, filtered point-of-use water. In response to the incident, UK based bottled water distribution company Aqua Amore contributed 76 cases (648 litres) of Danish premium water brand Iskilde to the Richardson Partnership for Care in Northampton. The company made an announcement on a local BBC Northamptonshire radio channel that it was offering to deliver water free of charge to those in need. In response, Dawn Briggs from the Richardson Partnership contacted Aqua Amore to request water be supplied to four care homes in the Kingsthorpe and Duston areas. The Partnership cares for those with learning difficulties and Acquired Brain Injury, and was badly in need of water after their bottled water supplies had run out and they were having to boil water in containers for their residents following the outbreak.

The European Point of use Drinking Water Association (EPDWA) has recently released a statement in response to the Cryptosporidiosis outbreak in the Daventry, Northampton and Rugby areas supplied by Anglian Water. Further to the initial advice for members to contact all customers and isolate the point of use (POU) machines in the affected areas and replace filters when the outbreak is over, the association has issued an additional statement. Discussions with Water UK and the section of Health Protection Agency (HPA) who are advising Anglian Water on the management of the boil water order, have concluded that certificated POU filters are an acceptable alternative to the boil water order. These are filters that have guaranteed certificated removal of parasite cysts, specifically those certificated to give in excess of 99% of parasite cysts. HPA have confirmed that Northants Boil Water Order is solely because of cryptosporidium and does not include any other microbiological issues. For this reason EPDWA recommend that POU suppliers supplying customers with certificated filters, such as the NSF 53 for cyst removal, inform them of this advice. The fact, that it is safe for customers to continue to use their coolers as a source of drinking water in this instance, is particularly important in places like schools which may have to shut down if they do not have a supply of drinking water. As Anglian Water is talking about the incident taking weeks to resolve then this is highly significant. If uncertificated filters or those to lesser specification have been used then the Boil Water Order still stands.

Embria Health Sciences, a raw material manufacturer of science-backed natural ingredients for the human nutrition market, has confirmed that its headquarters were not affected by the recent US Midwest flooding and is committed to supporting the health of those affected by offering free supplies of the immune balancing supplement EpiCor. Throughout the past week, Embria, along with distribution partner ProActive Health Products, handed out more than 2,000 full-sized bottles of EpiCor to flood victims in Cedar Rapids. Sadly, Embria also confirmed today that its parent company, Cedar Rapids-based Diamond V Mills, has been significantly impacted by the flooding, and multiple employees have lost their homes. "People touched by the floods are suffering high stress levels and living conditions that will likely tax their immune systems. We're pleased to offer EpiCor to flood victims, as it's imperative for them to be in good health as they begin to rebuild their families, homes and lives," said Paul Faganel, Embria Health Sciences president. "It has been a moving experience to hear the triumphant stories at the distribution sites and we'll continue to donate EpiCor until the bottle inventory is depleted."

Following the local success the company has now teamed up with the Republic National Distributing Company, the second largest liquor wholesaler in the US, to expand to the rest of Florida and possibly other states as well. Due to packaging, quality, and price proposition, Vodka Select has been well received by the trade and has increased its reach from 200 to over 1,000 on and off premise accounts, and is on pace to triple its sales volume this year. The vodka is made from 100% rye grain and is distilled six times before being poured onto a royal blue bottle with a glass cork top. Suggested retail price is $19.99 (750ml).

The UK's biggest food and drink companies are clubbing together to share transport in a move forecast to take 800 lorries off the country’s roads by the end of 2008. The initiative comes in response to rocketing UK fuel costs and growing consumer interest on the environmental impact of transporting food. It is backed by 37 of the UK's biggest high street names including Asda, Tesco, Waitrose, Coca-Cola, PepsiCo, Coors, Northern Foods, Nestlé and Unilever. An estimated 23 million litres of diesel fuel and 48 million road miles will be saved through the scheme, cutting £30 million of costs at today's prices. The companies will also save on haulage, warehousing and vehicle maintenance costs. In addition, the companies will save fuel miles by sharing lorries on specific routes. The scheme was piloted last year by Nestlé and United Biscuits (UB). Nestlé used to deliver 15 lorry loads of goods a day from its factories in the north of England to its distribution centre in the Midlands, of which up to three returned empty. UB, which was also running empty trucks, has teamed up with Nestlé, and the companies have now cut out many of those wasted journeys. "We are determined as an industry to reduce our impact on the environment," said Alastair Sykes, Nestlé UK Chief Executive and president of food and grocery think tank IGD, which pioneered the initiative. "At a time when we are dealing with the highest fuel costs in Europe, it's particularly apposite." * Significant step* IGD believes the move will result in the equivalent of 800 fewer lorries on the roads, less than 1% of the country's 90,000 UK-registered heavy vehicles, yet a significant step for the food industry. Trucks transporting goods for UK food and drinks companies travel about 3.6 billion miles a year, according to government estimates, with the companies involved in the project responsible for over a third of those miles. The scheme will cut 1.3% of total miles travelled by the food industry, and nearly 4% of the distance covered by the 37 participating companies. Mr Sykes said companies had uncovered transport-sharing opportunities at a series of meetings set up by the IGD. "It's a bit like speed dating," he said. "Companies come to these workshops to see how they can buddy up with others."

*Superstores in Northamptonshire have experienced a rush in sales of bottled water. The panic buying follows a health alert issued by Anglian Water on 25 June to over 100,000 households in the county not to drink tap water without boiling it first after traces of bacteria were found in water samples. * The bacteria called cryptosporidium was found in tap water supplies andthe parasitic organism is known to cause severe stomach upsets andpotentially pose a serious health risk to infants and the elderly. Theproblem, which affects about 250,000 people, could take weeks toresolve. Some supermarkets close to the city of Northampton have introducedrationing to less than 10 bottles per customer to cope with demandwhile Tesco is reported to have sold a six-week supply of water withinhours and having to seek further deliveries. Other retailers in the county including Sainsbury's and Waitrose havealso indicated a surge in bottled water sales and shelves beingstripped of bottled water. Advocates of the bottled water industry point out that such healthscares once again highlight the importance of having packaged wateravailable at times when municipal supplies are interrupted.

**Dutch company, Maxim, recently announced the launch of Energy + Restitution, a powdered drink designed to optimise fluid balance during exercise. **The beverage contains a mix of carbohydrates and minerals as well as incorporating the award-winning peptide PeptoPro from DSM Food Specialties, to actively promote improved endurance, performance and restitution. PeptoPro is a peptide based on natural milk protein. Due to its small chains of di- and tri-peptides, it can be fully and rapidly absorbed by the body without adversely affecting the digestive system. Its amino acids are therefore made available to the muscles considerably faster than if conventional sources of protein are consumed. Maxim Sports Nutritionist Kelly Hendriks said: “We wanted to create a sports drink which worked on a number of levels to improve overall sports performance. The result is Energy + Restitution – a highly effective hypotonic drink which not only delivers fast hydration but also works to reduce muscle fatigue thanks to the inclusion of PeptoPro. As a highly soluble protein hydrolysate, PeptoPro ensure the body’s muscles receive the protein they need quickly and effectively and so helps to actively reduce muscle damage. With its proven properties, quick absorption and neutral taste, PeptoPro delivers the benefits we were looking for. We have received some very positive feedback from athletes already and believe that Energy + Restitution will continue to be well-received by consumers.” Energy + Restitution is orange flavour and is sold in 400g tins. It contains 40.8g carbohydrates, nine vitamins, three minerals and six grams of PeptoPro per serving. For optimum fluid and energy balance, consumers are advised to drink 200ml every 15-20 minutes. It's currently available in many countries throughout Europe, including the UK, Sweden, Norway, Denmark, Finland, the Netherlands, Belgium, Germany, France, Austria, Switzerland, Spain, Portugal, Poland, Slovenia, Malta and Baltic region. It is also sold in Canada.