Döhler breaks down the day in search of new juice ideas

By Guy Montague-Jones

- Last updated on GMT

Related tags Juice Caffeine Coffee

Döhler has developed new juice concepts for different times of day in an effort to break the stagnation in the market and make juice more than just a thirst quencher.

While juice remains a growth segment in emerging markets it has stalled in some developed markets. According to the European Fruit Juice Association, in the recessionary environment of 2009, total consumption levels across the EU-27 countries dropped 1.2 per cent, reducing volumes drunk to 11260 million litres.

To reenergise the market, flavours specialist Döhler has been working on finding new ways of presenting juice drinks to consumers. A lot of this work has focused on developing juice concepts for specific times of day so as to extend the appeal of juice beyond its traditional sphere as a thirst quencher or breakfast drink.

Morning alternatives

At Brau Beviale in Nuremberg last month, Natalie Laqua, product manager at Döhler, went through some examples of the concepts that the company has been working on.

Starting off at the beginning of the day, Laqua presented a selection of juices that bridge the gap between food and drink, containing for example, fruit pieces along with apple and oat fibres.

And then in the middle of the day when energy may be flagging, Laqua said juice with a natural caffeine source like green coffee beans can provide a natural alternative to energy drinks that some consumers consider to be artificial.

Night time treats

In the evening when juice can struggle to be picked out as the drink of choice, Laqua told BeverageDaily.com that Döhler has developed a selection of non-alcoholic, juice cocktails. Flavour examples include strawberry margarita and cosmopolitan.

The idea is to take a traditional cocktail and put it in a non-alcoholic context to attract people looking for the fun and excitement of a cocktail when they may not want to risk suffering a sore head.

Another indulgent option for the evening is chocolate flavoured juices. Like the fibre rich breakfast juice drinks, these try to break down the boundary between food and drink. Laqua said they make healthy and rich liquid desserts, and can be drunk in a shot or as a sweet snack in place of a heavier alternative.

Related topics R&D Juice Drinks

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