SUBSCRIBE

Breaking News on Beverage Technology & Markets

Read more breaking news

 

 

IFT 2016: Simplicity and transparency in beverage packaging are here to stay

By Mary Ellen Shoup , 08-Aug-2016
Last updated on 08-Aug-2016 at 19:08 GMT2016-08-08T19:08:15Z

Pic:iStock/pinkomelet

Pic:iStock/pinkomelet

Andy Dratt, executive vice president of Imbibe, and Jeff Hilton, co-founder and CMO of BrandHive, sat down with BeverageDaily following their presentation at IFT in Chicago to talk about the best practices in beverage packaging.

According to Dratt and Hilton, if there is one thing beverage manufacturers should take away, it’s that authenticity is the key to gaining consumer trust and conveying a transparent message through packaging is the first step.

“People like to see the product,” Hilton told BeverageDaily.  “It conveys a sense of transparency when you can see the product.”

For example, blk. a mineral water made from fulvic acid, achieves this transparency by packaging its distinct jet-black water in a clear bottle. The move may seem obvious, but it tells the consumers exactly what the product is at first glance, Hilton explained.

‘Keep it simple’

Another key lesson in packaging Dratt and Hilton encourage beverage manufacturers should follow is a “less is more approach.”

“Keep the message simple and keep the product as simple as you can and really focus on those few attributes that are really going to make you stand out,” Dratt told BeverageDaily.

This mentality can also be applied to what attributes, ingredients, and claims manufacturers choose to include on their labels.

Dratt says that instead of overdoing it by trying to list everything, boil it down to the most important claims and list those instead of trying to fit as much as possible on a label.

“It’s great to be able to trace back the source of every ingredient, and pick this apart like a roadmap, but it can be overdone to the point that it feels fake,” Dratt said.

“Not every product is going to have everything you need.”

Coca-Cola and Pepsi: here to stay

While the consumption of carbonated soft drinks may be on the decline, on a volume basis there is still a lot of demand for soda, Dratt said.  

"People still want to indulge, people still want to treat themselves, it's about a balance," Dratt said. "As long as you have an offering that's broad enough to meet the demands of different consumers at different times, you're going to be successful. That's why you see a lot of diversification.

"You're never going to see Coke and Pepsi off the shelf; they're going to be there." 

Glanbia ProTherma for protein in hot drinks

Glanbia adds protein punch to hot drinks with heat stable & soluble hydrolyzed whey protein

With protein seeing continued interest from mainstream consumers, Glanbia Nutritionals has launched ProTherma: a...

Mintel talks trends in sugar and sweeteners at IFT 2017

Mintel talks trends in sugar and sweeteners

Sugar reduction is a trend among most consumers (84%), with millennials leading the charge...

Agropur reshapes US business to streamline customer experience

Agropur reshapes US ingredients business to streamline customer experience

Agropur Ingredients has streamlined its US business by dividing it into three sectors: nutrition...

Kerry innovation chief talks investment, R&D and working with start-ups

Kerry innovation chief talks investment, R&D and working with start-ups

Following Kerry Group's $220 million (€193m) investment into research and development (R&D) last year, what's next...

‘Consumers will not compromise on taste,’ says FlavorHealth VP at IFT

‘Consumers will not compromise on taste,’ says FlavorHealth

FlavorHealth has found that most consumers will pick an indulgent beverage over a better-for-you...

DuPont launches stabilizer for plant-based beverages

DuPont launches stabilizer for plant-based beverages

DuPont Nutrition & Health (DuPont) has launched a new ingredient in its Danisco range...

Treofanphthalate-free packaging and mineral oil barriers

Treofan turns to phthalate-free packaging films and mineral oil barriers

Jürgen Schischko

Technical service director, Treofan

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

Mettler-Toledo Safeline metal detection systems

Mettler-Toledo Safeline debuts four enhancements on its metal detection systems

Mettler-Toledo introduced four enhancements on its Safeline metal detection systems at Interpack.

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Key Industry Events