SIG Combibloc says Brazil lays the groundwork for scores of trendy beverage concepts as it debuts fruit drink in NCSD market
The nectars containing pieces of real fruit, available in Peach, Pineapple, Apple and Mango, are packaged for long life in small-format beverage cartons, are completely new in Brazil.
'Unusual taste experiences'
Luciana Galvão, head of marketing, SIG Combibloc Americas, told BeverageDaily the drinks sold under the brand name, Maguary are an innovation for the South American market.
“Consumers in Brazil are more interested than ever in eating a healthy and varied diet. They are also on the lookout for special moments of indulgence and new, unusual taste experiences,” she said.
“Beverages containing perceptible, natural particulates combine both. They are right up-to-the-minute, and meet consumers’ demands. With the drinksplus technology, in Brazil the ground has been laid for scores of trendy beverage concepts that represent a genuinely innovative step.
“These products create a new category in the NCSD non-carbonated soft drinks market in this region – the first nectars with fruit particulates in the country.”
The drinksplus technology from SIG Combibloc can process and aseptically fill beverages with up to 10% natural particulate content in carton packs on standard filling machines for liquid dairy products and non-carbonated soft drinks.
“Pieces of real fruits, vegetables, coconut flakes or cereals can also be filled without any difficulty. Individual bits can be up to six millimetres in length and width,” added Galvão.
The product comes with a drinking straw, which has an extra large diameter so the fruit pieces flow through. The beverages target group is people on-the-go, children and adults.
Maguary is one of the most popular brands in Brazil and has been around for more than 60 years, selling juice concentrates and not-from-concentrate juices. With the market launch the brand is expected to win a notable share in the segment of ready-to-drink beverages.