Top 50 Beverage Innovation

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Issue 50 - October 2007

beverage innovation

Top 50

www.foodbev.com

This month marks a milestone for beverage innovation as we celebrate the publication

of our 50th issue. Launched in 2000 as a bi-monthly trade journal, softdrinksworld offered

something new in business to business publishing for the international non-alcoholic

drinks industry. In 2004 the magazine began publishing monthly, rebranded as beverage

innovation and added www.FoodBev.com. In the same year, we began an important media

partnership with UNESDA, the Union of European Beverages Associations. That partnership

has been extended to the beverage innovation awards.

beverage innovation Top 50For seven years and through 50 issues, we have reported and analysed

change and innovation in the global non-alcoholic drinks industry.

Through our beverage innovation awards programme we have

also had the opportunity to celebrate and reward that innovation.

So here is the beverage innovation senior editorial team’s

selected Top 50 non-alcoholic beverages of the decade so far.

Our thanks to colleagues at Zenith International for their input and

to industry observers on both sides of the Atlantic for their assistance

in compiling this list. The criteria are complex - we have avoided both

value and volume, preferring to take a more emotional look at an

industry whose new product development has gained considerable

pace in the past three years and shows no sign of slowing.

In our Top 50 we therefore feature a wide range of products. At one

end, established brands and category leaders which are included

because they are still relevant – despite the advent of so many

more modern competitors. Further down the line are newer entrants

which we sense may stand the test of time. At the other end we

have some that are genuinely groundbreaking and even unproven,

but we feel they deserve first to market recognition before their

ideas are industrialised by larger players.

I doubt that any of our readers will agree with all our rankings

and each of you will have favourites that we have chosen to omit.

This ranking will be online at www.FoodBev.com from 1 November

2008. Please visit the site in the New Year and give us your feedback.

You can agree or disagree with each of our choices and send anemail suggesting brands which you feel should be included – and

your reason why. We’d welcome a genuine debate.

At the 4th Global Soft Drinks Congress in Moscow in April 2008,

during the presentation of the 2008 beverage innovation

awards, we will announce a revised list based on the industry’s

assessment – with one or two special extra awards.

To focus on the non-alcoholic drinks arena from juice to energy

and functional drinks through carbonated soft drinks and ready to

drink teas and coffees, we have excluded bottled water and water

plus from our listings. These will be addressed in a similar feature in

partner publication bottledwater worldduring next year, which

by then will be rebranded as water innovation and will also reach

its landmark 50th issue.

Bill Bruce

Zenith International Publishing Group Managing Editor

TropicanaThe brand that, more

than any other, introducedthe world to the concept of fresh, not from concentrate juice. Established in 1947 andowned since 1997 by PepsiCo,it remains the world’s onlytruly global citrus juicebusiness.

The Tropicana Essentialsrange with added value

functional heart health, fibreand calcium positioning couldequally place the brand in thefunctional drinks category.

V8 Fusion V8 Fusion from Campbells is a clever

mix of fruit and vegetables– andregular V8 is still the most appealing veggie juice to many Western consumers.

Grove FreshGrove Fresh was the UK pioneer of organicfruit and vegetable juices back in 1994–

and is still a leader.

Bom DiaUS based Bolthouse Farms

was first to offer the exotic healthbenefit proven Amazonian superfruitaçaí to the mass market. Now açaihas become an extension to many juice companies’ flavour portfolios.

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beverage innovation

Top 50

www.foodbev.com Issue 50 - October 2007

innocentThis British manufacturer lives up to its name

by mass producing delicious, premium quality fruitsmoothies with all natural ingredients supported by afull range ethical and sustainability proposition. Muchcopied in many markets, its packaging and informativeyet fun labelling has inspired numerous competitors.

POMWonderful

This Los Angeles based brand was the realpioneer in presenting 100% pomegranate juice to the mass market, arguably sparking off the current boom in pomegranate juice and juice drinks. Despite a hefty price tag, POMWonderful is still the class leader.

GraniniAn Eckes-Granini brand since

1994, Granini can trace its history and itstrademark dimpled glass bottles back to 1964.Available in over 70 countries, the German juicebrand replicated its trademark glass bottle in PETin 2001 to meet retailer demand.

RaniThe pioneering “fruit float,” with small chunks

of real fruit in juice. Introduced by Aujan Industriesof Saudi Arabia, Rani is now an established favouriteacross the Middle East.

Fruit2DaySwiss company Hero’s nutritious variation of

the fruit float, offers pieces of solid fruit in drinkablepurée. Each serving is claimed to represent twoof the five recommended daily portions of fruitand vegetables. Despite a setback in the UK dueto its claims, its packaging delivered message hasproved successful in continental Europe.

Also worthy of mention

Odwalla

The archetypal California “hippiebusiness” that grew into one of the firstsuper premium juice brands. Odwallasurvived a serious E coli incident in1996 and its generally unheraldedacquisition by Coca-Cola in2002, without sacrificing itstrendy street cred.

Naked Juice

Another homespun Californian brand, oncesold “towel to towel” on the Santa Monicabeach. Acquired by PepsiCo at the end of last year, it continues to expand the superpremium niche and has just launched thefirst 100% juice smoothie with probiotics.

Old Orchard

The Michigan apple growingbusiness blossomed into a majornational juice brand in the US andmaintained its folksy image whileadding innovations such asHealthy Balance lowsugar, low carb juicecocktails.

J20

An appealing mix of fruit juice and water,J20 was originally developed as a non-alcoholic option for drinkers in pubs andbars by UK based Britvic. However, thebrand proved so popular it soon becameavailable through the retail channel.

Pago

Relaunched in 2005, the Austrianbrand dates from 1888, with itsdistinctive range of over 40 juicesand cocktails, and remains popular insandwich bars, service stations andcanteens in close to 50 countries.

Knorr Vie

A contender for Campbells V8slot, Knorr Vie from Unilever is positioned to help Europeanconsumers with their daily fruitand veg intake.

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JUICE

Ocean SprayNominated here for turning the tart little

cranberry into a global success, the cranberry’s muchtalked about health benefits have enhanced recentgrowth as has the addition of white cranberry and thedevelopment of new blends and cocktails.

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Top 50

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Coca-Cola ZeroThe latest attempt to inject new lifeinto The Coca-Cola Company’smighty flagship brand may havethe most staying power. This “blokeCoke” is designed to appeal to healthconscious male consumers, offeringthe full flavour of the regular beveragewithout the calories. It is also provingpopular with the ladies and is theCoca-Cola system’s all time biggestalmost-simultaneous global launch.

Pepsi MaxPepsiCo’s much earlier equivalent of Coca-Cola Zero also offers the full flavour of regular Pepsiwithout the calories– and has been much awardedfor its excellent taste, often the biggest challenge forother low calorie derivatives of traditional CSDs.

Diet CokeThe principle engine of growth in Coke’scarbonated portfolio until the recent arrival of Coca-Cola Zero, diet Coke now outsells regular Cokein some markets and has achieved massive consumerloyalty. Not yet deserving of a separate ranking, lookout for increasing interest in Diet Coke Plus.

Dr PepperCadbury Schweppes’ flagship

carbonate may not be as big as Cokeor Pepsi, but has defied current trendsby increasing its share of the contractingUS market. Its variations too have gained

great loyalty with consumers.

OranginaThe perennial fruit flavoured

Mediterranean carbonate from France is an

international star, whether in its iconic teardropshaped bottle or in other pack formats. Datingback to 1936, it is now the jewel in the crownof the Orangina Group, created after the saleof Cadbury Schweppes’ European BeveragesDivision in 2006.

AppletiserMore the first sparkling juice rather than

carbonated soft drink, Appletiser was created inSouth Africa in 1965 and became 50% owned byThe Coca-Cola Company in 1979. Brand extensionsinclude Red Grapetiser, White Grapetiser and Peartiser.

Jones SodaThe idiosyncratic US brand has

enlivened the CSD category with brightlycoloured beverages, artsy labels and some trulyamazing flavours such as turkey with gravy.It has managed to retain its rebellioussurf shop roots, while also achieving significantmainstream retail sales.

Big ColaThe first mass market low cost cola from

Mexico’s Ajegroup was born as Kola Real in Peru in1988 in the middle of an economic crisis. The brandis now available in several Latin American countries

and in a variety of brightly colour coded flavours.Kola Real ‘negra’ is branded as Big Cola in centralAmerica and Mexico, the world’s biggest colaconsuming nation per person.

Mecca ColaLaunched in 2002, to international major press

interest but now fading, Mecca Cola was the firstcarbonated soft drink to be deliberately marketed forits cultural standpoint as an alternative to US brandssuch as Coca-Cola and Pepsi-Cola.

KofolaA blast from the Communist past of

the Czech Republic. Kofola was developed as analternative to “capitalistic” Coke and Pepsi, and nowenjoys retro chic as a legacy from the old days.


Irn-Bru

It may not really be“made from girders,” butScotland’s rust-red softdrink is a hard act to beatin its home territory– anda solid contender in manyother markets including Russia.

The Switch

Launched in Virginiain the United Statesin 2001, with someimagination, thisinnovative carbonated

juice could have madeit into the juicecategory.

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Schweppes

Dating back to the 1700sand justifiably claiming tobe the oldest carbonatedbeverage, the Schweppesbrand underwent a totalrevamp recently to remainthe world’s favourite mixerfor alcoholic drinks.

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IZZE

Launched in Colorado in2002, the sparkling juicebrand IZZE joined thebig time in September2006, when it wasacquired by PepsiCo.

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CARBONATED SOFT DRINKS

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SPORTS DRINKSENERGY DRINKS

Red BullThe world’s no 1 energy drink setthe standard that others still try to follow.By resisting the usual trend for diversificationother than the addition of sugar free and arecent move to a larger can, it has achieved anenviable combination of cult status and massmarket appeal – supported through continuedsponsorship of extreme sports and more recentlyby direct involvement such as the ownership of not one but two Formula One teams.

MonsterSecond placed in the United States, Monster

Energy from Hansen Natural was the first tomove energy drinks into a double size 16oz can. Itsbrand extensions have been well receivedand it continues to gain significant share.

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SPORTS DRINKS

GatoradeThe first and still the biggest sports drinkof them all, Gatorade has a massive share of theNorth American market. It was purchased byPepsiCo in 2001 for $13 billionand is still proliferating variants.

PoweradeThe Coca-Cola

Company’s contender isbeginning to give Gatorade a runfor its money, and has widenedthe appeal of sports drinksbeyond track and field.

Pocari SweatThis is a champion in the sophisticated

market of Japan, which is chock-a-blockwith functional beverages. From OtsukaPharmacueticals, the name is apparently moreconsumer friendly in Japanese.

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Lucozade Sport

A masterpiece of repositioning fromGlaxoSmithKline. Lucozade, wasonce a tonic for invalids and is nowassociated with super-fit athletes.

Accelerade

Cadbury Schweppes’ new proteinenhanced challenger shows muchpromise.

SPORTS DRINKS

Also worthy of mentionRockstar

Third biggest brand on theUS market, distributed by major

bottler Coca-Cola Enterprises (CCE) in many areas, in parallelwith Coke’s own Relentlessenergy drink.

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Owned by Danone subsidiary Frucor in New Zealand.

Capri-SonneThese world conquering

kids’ juice drinks from Wild of Germany are packed in foilpouches by partnersin many countries,using specialisedfilling equipment.The brand haslatterly followed the

healthy trend byadding a pure juicerange.

Robinsons Fruit ShootRobinsons Fruit Shoot revolutionised

the UK kids‘ juice drinks market in 2000with the introduction of a ready to drink juice in a cool sports bottle.

Sunny DMuch criticised but still a big seller,

this controversial line of enhanced juicedrinks is currently trying to rehabilitateitself under new management.

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Also worthy of mentionLibby’s Um Bongo; and Eckes-Granini’sFruchtiger.

CHILDREN’S DRINKS

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4www.foodbev.com Issue 50 - October 2007




Top 50

www.foodbev.com

SPORTS DRINKSENERGY DRINKS

Red BullThe world’s no 1 energy drink set

the standard that others still try to follow.By resisting the usual trend for diversificationother than the addition of sugar free and arecent move to a larger can, it has achieved anenviable combination of cult status and massmarket appeal – supported through continuedsponsorship of extreme sports and more recentlyby direct involvement such as the ownership of not one but two Formula One teams.

Monster

Second placed in the United States, MonsterEnergy from Hansen Natural was the first tomove energy drinks into a double size 16oz can. Itsbrand extensions have been well receivedand it continues to gain significant share.

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SPORTS DRINKS

GatoradeThe first and still the biggest sports drink

of them all, Gatorade has a massive share of theNorth American market. It was purchased byPepsiCo in 2001 for $13 billionand is still proliferating variants.

PoweradeThe Coca-Cola

Company’s contender isbeginning to give Gatorade a runfor its money, and has widenedthe appeal of sports drinksbeyond track and field.

Pocari SweatThis is a champion in the sophisticated

market of Japan, which is chock-a-blockwith functional beverages. From OtsukaPharmacueticals, the name is apparently moreconsumer friendly in Japanese.

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Lucozade Sport

A masterpiece of repositioning fromGlaxoSmithKline. Lucozade, wasonce a tonic for invalids and is nowassociated with super-fit athletes.

Accelerade

Cadbury Schweppes’ new proteinenhanced challenger shows muchpromise.

SPORTS DRINKS

Also worthy of mentionRockstar

Third biggest brand on theUS market, distributed by majorbottler Coca-Cola Enterprises (CCE) in many areas, in parallelwith Coke’s own Relentlessenergy drink.

V

Owned by Danone subsidiary Frucor in New Zealand.

Capri-SonneThese world conquering

kids’ juice drinks from Wild of Germany are packed in foilpouches by partnersin many countries,using specialisedfilling equipment.

The brand haslatterly followed thehealthy trend byadding a pure juicerange.

Robinsons Fruit ShootRobinsons Fruit Shoot revolutionised

the UK kids‘ juice drinks market in 2000with the introduction of a ready to drink juice in a cool sports bottle.

Sunny DMuch criticised but still a big seller,

this controversial line of enhanced juicedrinks is currently trying to rehabilitateitself under new management.

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Also worthy of mentionLibby’s Um Bongo; and Eckes-Granini’sFruchtiger.

CHILDREN’S DRINKS

Sponsored by

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beverage innovation

Top 50

www.foodbev.com Issue 50 - October 2007

FUNCTIONAL DRINKS

YakultThis was the original probiotic daily shot drink. Between

1930 and 1935 Dr Minoru Shirota developed a fermentedmilk drink containing a very high concentration of a unique,beneficial bacterium called Lactobacillus casei Shirota strain.

Yakult Honsha Co was founded in 1955 and today the brand isavailable in over 30 countries around the world and consumedby more than 25 million people.

CelsiusCelsius was first to market

with a proven thermogenic calorieburning soft drink. Celsius combinesthe benefits of zero carbs and calorieburning power and is also worthy of its position due to its low cost butdramatically effective regional publicrelations marketing launch. Othercalorie burning drinks have followedand may eventually find success, butCelsius cannot lose its first to market status.

Actimel / Optimel ControlDanone’s Actimel probiotic drinking yogurtis the world’s biggest immunity brandand one of the world’s biggest and mostsuccessful probiotic brands, earning over€1.4 billion ($1.8 billion) in retail saleslast year.

Meanwhile, Campina’s Optimel Controlfeatures DSM Food Specialties’

revolutionary weight managementingredient Fabuless.

DakaraLaunched in 1999 by Suntory in Japan

and positioned as a body balance drink for dailyconsumption, Dakara (life partner) has stood the testof time in a market where brand life is generally short.

Lacto TabOffering the health benefits of CoQ10, Lactotab

from Switzerland’s Emmi was the first to offer tabnology- the adding of ingredients at time of drinking throughpressing down on the tab at the top to ensure productefficacy. The mineral contents offer increased mentaland physical fitness.

Bio TriNaOne of the first juice blends to carry the ACE

vitamin tag, Bio TriNa from Schweppes in Spainpropounded the multiple natural benefits of its juice content, while serving consumers through itsconvenient on the go carton.

Rhönsprudel BenecolFirst seen in margarine, the heart health

benefits of cholesterol lowering Benecol weretransferred in 2006, as plant esters, to a juice drinklaunched by Germany’s Rhönsprudel - a mineralwater company with longstanding credentials andtherefore embued with the essential trust factor.Benecol is now an essential ingredient in drinks fromTropicana and others.

Yagua Beauty TeaA blend of grapefruit, ginger and white cocoa

enhanced with collagen and aloe vera, this earlycosmeceutical drink was launched by Yagua in theNetherlands in 2004. We include it as the forerunner of a potential new segment.

Joint JuiceAimed at an ageing population,

California’s Joint Juice is a dietarysupplement that hydrates andlubricates joints to help improvecushioning and function through thecombination of glucosamine, vitaminC and real fruit juice.

Functional trends and ingredients innovation

With functional benefits ranging from heart and bone health toanti-ageing and beauty, these days there is a drink with claimedfunctional benefits for everyone - and too many to list here.

Future Top 50s will no doubt feature more probiotics, prebiotics,Omega-3 and superfruits but, for the time being, weightmanagement seems to be top of the functional agenda.

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Functionality and ingredients will bea key focus of the 2008 beverageinnovation awards in partnershipwith UNESDA and sponsoredby SmartSeal.

Turn to page 12 for more information.

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Top 50

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SPORTS DRINKSRTD TEA

OasisOne of the first still adult fruit drinks,

Oasis has grown consistently for more than ten years.Now owned by Coca-Cola, its latest slogan is‘chuggable fruitiness’.

BionadeClaimed to be Germany’s and the

world’s first non-alcoholic malt beverage,

Bionade is produced through a completelyorganic fermentation process, usingbarley and other all-organic ingredients.

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FuzeA refreshingly different line of teas and juice

drinks, packaged in colourful fruit-patterned bottles,Fuze was added to Coke’s growing portfolio of non-carbonated beverages earlier this year.

SnappleThis is certainly one of the most

desirable brands in the portfolio of

Cadbury Schweppes AmericasBeverages (CSAB), which the UKconfectionery giant is seeking todemerge or sell.

AriZonaAriZona Iced Tea was one of the first New Age

brands and is still looking cool in its artistic glass andnow PET packaging. According to reports,AriZona has regularly been wooed byboth Coke and Pepsi.

LiptonUnilever’s Lipton Iced Tea was the first to

launch in this now massive global trend sector.From its beginnings in cans in 1989, therange now includes green, black, redand white teas.

NesteaFollowing on from Lipton in

the early 1990s along with Tetley andParmalat, Nestlé’s peach and lemon

teas have a following across the globe.

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RTD COFFEE

FrappuccinoPepsiCo’s Frappuccino ready to drink coffee,emotionally connected to Starbucks, leadsthe way in the category.

Kenco CappioKenco Cappio from Kraft Foods

offered the first non-alcoholic foamycoffee drink in a widget can.

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Also worthy of mentionCafé Smooth from Douwe Egberts;Nestlé’s NescaféXpress; and - movingtowards the dairysector - Emmi’s CaffèLatte range.

CORDIALS/SYRUPSTeisseireKnown worldwide for its grenadine in

metal cans, the French Teisseire brand hasconstantly innovated in the ‘sirop’ sector.This year the launch of Teisseire 0% followed lastyear’s low sugar range along with Teissiindividual sachets in cups of 15 servings.

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RibenaGlaxoSmithKline’s blackcurrant

cordial has blended its original healthyvitamin C credentials with a newsuperfruit status and a provenanceticket too.

SPORTS DRINKSADULT DRINKS


Shloer, a popular sparkling juice drink in theUK paved the way for grape based non-alcoholic drinks to be set alongside wineon the dining table; while Bottlegreen’selderflower is one the first botanic drinks toachieve appeal as both cordial and pressé.

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FireflyWith iconic frosted glass packaging,

these functional juice drink blends offer aphrodisiac,de-tox and other benefits to meet consumer demandfor adult drinks in the premium sector.

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Top 50 Beverage Innovation

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