WaverleyTBS will provide the exclusive route to market for Pago UK. Meanwhile, Pago UK will remain a wholly independent company and still retains responsibility for the wider marketing activity and brand discipline, in line with the requirements of the Austrian brand owners. Pago UK MD, Tony Harwood, said: “This is mutually beneficial for everyone involved and will see Pago juices available to a much wider audience across the UK. WaverleyTBS will be able to provide a UK-wide distribution network ensuring better customer service and delivery timescales.” Pago Organic Cloudy Apple. Phil Priest, group buying manager for WaverleyTBS, said: “We're delighted to secure this exclusive relationship with Pago Fruit Juices UK. Premium soft drinks are becoming an important feature of our portfolio as consumers continue to trade up on quality and switch to healthier soft drink options.” “The move potentially offers us a huge increase in volume in the UK and the chance to penetrate markets we've been unable to target with limited resources,” added Tony Harwood. “WaverleyTBS will be carrying the full UK range of 15 flavours. We see this as a major breakthrough opportunity for our brand.” .

*The British soft drink industry has called on the UK government to cut VAT on fruit juices in order to entice more consumers to their potential health benefits. * The British Soft Drinks Association (BSDA) claims that only 30% of British consumers are eating the recommended five fruits or vegetables a day, and therefore says the government must take action to address the problem. The BSDA pointed to a recent government report that suggested that 42,000 premature deaths a year could be prevented by a 136g a day increase in fruit and vegetable consumption. The association claims that a serving or glass of fruit juice would account for this increase, though time and cost are currently serving as barriers to encouraging consumption of the products. "A glass of fruit juice with a meal requires no extra preparation and cutting the rate of VAT would reduce the cost," the BSDA stated. * The budget* BSDA communications director Richard Laming said that the government needed to take action to help the industry attract consumers through its next budget, to be announced on 12 March. "The government rightly wants people to eat more fruit and vegetables because it would be good for their health," he stated. "The chancellor has the opportunity to encourage this by reducing the level of VAT on fruit juice in the budget."

RSPB Cymru has been working in partnership with the ethical coffee company Best Coffee Beans to ensure that the coffee they serve in their new Environmental Educational and Visitor centre at Newport Wetlands is as environmentally sound as the reserve itself. Opening on the Sunday 9 March, the Newport Wetland centre will be a welcoming gateway into the beautiful reserve, with its mix of habitats and stunning wildlife, which forms part of the vast low lying land which stretches along the northern edge of the River Severn between Cardiff and Chepstow. At the heart of the centre will be the coffee shop, where visitors will be able to relax with a unique triple certified espresso coffee which is Soil Association certified, Fairtrade certified and Rainforest Alliance certified; making it good for visitors, good for coffee producers and good for the planet. "We wanted to source products for our coffee shop which cause the minimum damage to the environment and fitted with the aims of our centre while still tasting great!" says the RSPB Catering and Retail Manager Daniel Baxter; ‘This will be an ongoing priority across everything we source as we go forward.’ ‘This is an exciting partnership for us. This espresso is blended from beans produced by small farms in the Rainforests of Honduras, Shade grown farms of Brazil and Papua New Guinea.’ says Best Coffee Beans Director Paul Siddall. ‘Just like Newport Wetlands, many of the farms grow their coffee amongst other trees and are a natural habitat for sometimes unique and rare wildlife.’

Between 1–11 April, 16 of the world’s best freedivers will descend on the tiny venue of Dean’s Blue Hole on Long Island, Bahamas. They will be there to decide exactly how far the sport and its athletes can be pushed. Extreme Drinks sponsored athlete Will Trubridge is the man behind this historic event. The New Zealander will be attempting to reclaim his world title in the purist discipline known to the sport as 'the unassisted freedive'. Freediving is the sport of breath hold diving and is regarded as one of the most dangerous sports on the planet. Athletes compete to see how deep they can dive with only one breath of air to see them complete their journey from waters surface to the estimated depth of the dive – the current world record stands at an astonishing 83m (275 feet). The venue for this event is Dean’s Blue Hole. At 203m (660 feet), there is no current scientific theory that can explain how such a deep hole might have been formed. The truly mystical beauty of Dean’s Blue Hole will be captured by the two top underwater freediving photographers in the world throughout the competition, as well as a specially assigned underwater film crew. Amongst the 16 champion freedivers attending the invitational are: * William Trubridge (ex unassisted Freediving World Record Holder) * Guillaume Nery (ex constant weight World Record Holder) * Dave Mullins (distance World record Holder) * Natalia Avseenko (a true athlete who turned down Russian Olympic Team after refusing to take banned substances) Information, facts and updates leading up to and throughout the event are available on the Vertical Blue website.

When Disney wanted to bring the lead characters of Ratatouille, its latest Oscar winning DVD release, to life it approached The Cheese Company’s Taw Valley Creamery, part of the UK based Milk Link Group. Taw Valley supplied 300lbs of quality Cheddar for some very special sculptures of the film’s main characters, Remy and Linguini, as a different and exciting way of engaging its audience and launching the DVD into the UK. The Cheddar was carved by American cheese carving artist Troy Landwehr. Troy requested high quality, low acidity Cheddar that had been matured for at least six months – Taw Valley’s Cheddar fitted the bill making it the perfect ‘canvas’ to start from. The launch campaign reached large audiences seeing Troy demonstrate his carving techniques at ASDA supermarkets, sculpting on TV shows Loose Women and Richard and Judy and conducting a special training session for Rick Peters and Rachel Dixon from the Guardian Newspaper. The Cheese Company Senior Brand Manager Rebecca Miah commented: “This was such an unusual and exciting project for us to get involved in, it really brought the characters to life and coupled the versatility of our cheese with the creativity of Disney – perhaps this will encourage people to try cheese with their Ratatouille!”

Company vice president Damon Hill has long been associated with the motor and power sports industries. A few years ago, while working on various projects with US-based teams and athletes, it came to his attention that the unique performance requirements of these athletes had been overlooked by other sports drink manufacturers. “We researched what was on the market and quickly determined that most products had been formulated for action sports or sports in general, and didn't offer anything more than basic hydration to the athlete. Nothing had been developed for the niche requirements of the motor sport and power sport athletes,” said Hill. Professional athletes constantly function in extreme and dangerous conditions compared to most other sports. In developing this product, the goal was to create a formulation that would enhance the athletes’ mental acuity, sensory control, system management and hydration – crucial to ensure the highest level of athletic performance. “When you're competing in demanding conditions, sometimes at speeds of more than 200 miles an hour, it’s important that your system is balanced and your reactions are sharp. We believe that Sportsdrink+ delivers such an advantage,” added Hill. Packaging performance “When we first looked at bottles, everything we saw had panels and ribs which wouldn't integrate well with a full-body sleeve label," said Hill. "The bottles didn’t look aerodynamic, sleek and fast – all of the attributes you associate with performance. We were developing a product that would help these professionals achieve their highest output, yet the bottles just didn’t project the image we wanted. That is, until we came across the Amcor bottle.” Amcor’s PowerFlex bottle features a revolutionary patented panel-less design that takes hot-fill (185° degrees F) bottle options to a new level. Amcor’s structural design not only eliminates the panels, but unlike competitive containers, PowerFlex has a large, completely smooth label panel – free of any kind of ribbing. Hill selected one of two stock PowerFlex™ bottles: a16.9oz dome-shouldered design with a 38mm finish. (The other stock option is a 16oz long-neck bottle.) This enabled the company to launch quickly without incurring any additional tooling costs. “Where our graphics were concerned, we wanted something technical yet stylish," said Hill. "Because a lot of highly technical sporting equipment is made from materials such as carbon fibre and titanium, we decided to incorporate that look onto our label. The look needed to mirror the technology that's in the bottle."

*Recent research confirms that boosting intakes of amino acids can help people to avoid the problems of muscle wasting, known as sarcopenia, as they get older. * Sarcopenia is the age-related, degenerative loss of skeletal muscle mass, strength and function. This loss of mass reduces the performance of the muscle. With the growing number of elderly people, sarcopenia is becoming a pressing health issue in the developed world. Amino acids are the building blocks of protein and perform a variety of crucial functions in the body. Our improved understanding of the role played by amino acids in nutrition has led to their increased use in the food industry. Much of the focus has been on the benefits of amino acids in sports nutrition, where they have been found to enhance performance and reduce the time taken to recover from vigorous exercise. Today, however, nutritionists are recognising the considerable potential of amino acids for other groups and in other foods. Muscle loss occurs in people of all fitness levels, even master athletes. People who have less muscle mass to begin with, however, will pay a higher price as they grow older. Women in particular face increased risks from lost muscle mass. As muscle mass decreases, muscle strength decreases and loss of physical function follows. As a consequence, the ability to do everyday activities, such as grocery shopping and taking walks, declines. According to a national survey in the UK, 12% of those older than 65 couldn't manage to walk outside on their own, and 9% couldn't climb the stairs unaided. The consequences If no action is taken to reduce sarcopenia, people experience about a 10% decline in muscle mass between the ages of 25 and 50, and a further 45% shrinkage by their eighth decade. For example, the biceps muscle of a newborn baby has around 500,000 fibres, while that of an 80-year-old will have just 300,000 fibres. The UK's National Statistics Office recently projected that the population will increase by 4.4 million by 2016, and will continue to grow, reaching 71 million by 2031. Like most other countries, the UK has an ageing population. The population of people aged 50 and over is projected to increase to 27 million by 2031, a rise of 37%. While sarcopenia cannot be halted completely, there are steps that can be taken to slow its onset, making it possible for people to remain active well into their 80s. Specifically, maintenance of muscle protein can be stimulated by increased amino acid availability.

A new beer pack – a registered model by PET Engineering – combines technical performance and design, bringing to fruition the experience built up by the Italian company. The bottle is characterized by an original design presenting a concave bottom and asymmetric shape, a highly evolved technical solution considering the technical requirements demanded by the type of product, first of all the internal pressure. Special attention was devoted to the bottom’s shape, designed to deliver a stable container but also good resistance to the high internal pressure. Together with the high technical performance, the container special feature is a novel design, combining the concave bottom, already launched by PET Engineering in the Baltika3 project, with the ergonomic grip, a large label area, the possibility to personalise the bottle with a raised pattern and the exclusive asymmetric shape.

Pom-Bear achieved an impressive growth in terms of value (13.5% vs 5.3% total category), for its single packs and multipacks. Of particular significance, Pom-Bear grew by 36% in the impulse channel, also well ahead of the category (6.4%). In terms of flavours in the total category, the well-established variants such as Original and Cheese are still growing, and Prawn Cocktail, which is among the 10 fastest growing flavours and the latest to be added to the Pom-Bear range, is also a strong performer (accounting for 2.9% of the total category value sales). Marketing support 2007 saw considerable marketing investment behind Pom-Bear, with a substantial TV and on-pack promotion, and this will increase in 2008 with a record marketing spend on the brand. This will include a burst of national TV advertising planned throughout February and March, on kids’ satellite channels and a heavyweight on-pack promotion to get the year off to a great start.

US dairy exports for 2007 was worth over $3 billion (£1.5 billion), equal to more than 2 billion pounds in dairy products shipped out of the country. Char Heer of the Midwest Dairy Association stated:"Because of some climate changes throughout the world and decrease in agriculture production in developing countries there is an increased demand for US dairy products." Heer said the large increase in exports was driven by strong demand and that other countries are importing from the US because they want high quality dairy products. She continued to explain that the market depends on dairy products. Mexico for instance is one of the major exports for cheese. Japan is one of the major markets for whey protein. Nonfat milk or dry milk powder is one of the major markets or products that is exported to Asia. So it really depends on the type of product and the country because everyone has a specific item that really want to have. According to statistics, Mexico is the number one export market for the United States.

*At a joint Nestlé-UN Global Compact event in New York, Peter Brabeck-Letmathe, Chairman and CEO of Nestlé, presented the company's first Creating Shared Value report, including new figures on the impact of its business activities on the environment and society across the world. * In 2007, Nestlé reduced its direct greenhouse gas emissions by 16% compared to 10 years ago, and its overall water withdrawal by 28%, while at the same time increasing the total volume of goods produced by 76%. That same year, Nestlé invested over CHF 100 million in environment-related industrial improvements, as well as around CHF 170 million in new production facilities in Brazil, Pakistan and China. The company also continued to provide free technical assistance to over 600,000 farmers in the developing world, including CHF 30 million in micro-credits. Peter Brabeck-Letmathe, Chairman and CEO of Nestlé, said: "Creating Shared Value means thinking long-term, while at the same time delivering strong annual results. One of the fundamental Nestlé Corporate Business Principles is that we will not sacrifice long-term development for short-term gain. "This enables us to deliver the Nestlé model – 5-6% organic growth together with an EBIT margin improvement in constant currencies – year after year, while at the same time improving our environmental and social performance, thereby having a positive impact on millions of people across the world." Detailed figures The report, which was reviewed for accuracy by Bureau Veritas, is an integral part of Nestlé's business reporting. It contains a number of detailed figures which have become available as a result of the continued development of GLOBE, Nestlé's worldwide management information system, and are now made public for the first time. Indeed, GLOBE will supply increasing amounts of information about Nestlé over the coming years, allowing the company to provide progressively more quantitative information about its activities in local communities everywhere. The full text of the report in English, French, German and Spanish, as well as supporting video material, is available at <<1>.">www.nestle.com/csv]<1>. <1>: http://www.nestle.com/csv

*As SoBe Lizards dance their way onto billboards across country, straight from their much buzzed about Super Bowl debut, the SoBe Lizards are bringing their Thrillicious message to the world's largest outdoor stage – New York's Times Square. * The SoBe Lizards – whose moves to the groove of 'Thriller' helped make SoBe Life Water's Super Bowl ad a fan favorite and sparked an online frenzy – will make their presence felt in a larger-than-life way on video walls starting 19 March and on a huge billboard at the highly trafficked intersection of New York City's 7th Avenue and 47th Street later in the month. Over the next few weeks, the rhythmic reptiles will slither their way across Manhattan and the nation, spreading the SoBe Life Water Thrillicious movement from coast to coast through billboard displays. "With Thrillicious, SoBe Life Water brings glamour to the water business. The SoBe Lizards have become true ambassadors to the hipness of water and are creating a pop culture event around the category for the first time," said Arnell Group CEO Peter Arnell who masterminded bringing to life the SoBe Lizards as dancing and rebellious, yet irresistible creatures. A basic element of the SoBe logo, the Lizards quickly have become pop culture personalities – and the true face and image of the brand. Created and designed by Arnell, the billboards further the in-your-face coolness of both the characters and the beverages. One of the SoBe Lizards features a bejeweled mouth grill with the word 'SoBe' embedded in the billboard image. A lifestyle unto itself PepsiCo Americas Beverages CEO Massimo d'Amore commented, "SoBe Life Water is not only an enhanced water; it is a lifestyle unto itself. We are providing consumers the healthiest, most fun and refreshing products, delivering the incredibly positive benefits of hydration and unmatched brand experiences. This billboard blitz will enable consumers to experience on a street level the uniqueness of SoBe, the SoBe Lizards and the overall Thrillicious movement from New York to Los Angeles – no matter where they work or live." The billboards will continue the momentum and appeal of SoBe Life Water, the SoBe Lizards and Thrillicious. The Super Bowl spot featuring the song `Thriller' and starring supermodel Naomi Campbell along with the dancing SoBe Lizards was viewed online an astounding five million times in just two weeks. The YouTube community made Thrillicious its most viewed Super Bowl spot, with more than one million views alone. The overall Thrillicious movement comes as SoBe Life Water has reformulated five delicious, low-calorie flavours – blackberry grape, pomegranate cherry, orange tangerine, strawberry kiwi and passionfruit citrus – each infused with a unique mix of antioxidant vitamins C and E, essential B vitamins and healthy herbal ingredients.