Growing success for drinkplus technology in Asia

Innovative drinksplus products with perceptible extra benefits are made possible by the drinksplus technology from SIG Combibloc. They are proving popular with modern consumers all over the world. In Asia, drinksplus beverages containing natural extras such as pieces of real fruit, vegetables or cereal grains are best-sellers, and continue to offer further potential. New products containing unusual bits are now creating consumer buzz. The beverages, with up to 10% natural particulate content, can all be processed and aseptically filled in carton packs on standard filling machines from SIG Combibloc for liquid dairy products and non-carbonated soft drinks.

The individual bits in the innovative beverages can be up to 6mm in length and width. With the new technology, beverage manufacturers can add products to their existing ranges in a practical way and in line with current trends. Matthias Krusche, Global Market Segment manager at SIG Combibloc says, “drinksplus beverages are currently the most widely diversified forms of trend beverages offered in aseptic carton packs. They’re highly innovative and reflect the attitude of the modern consumer, for whom good health and personal well-being are top priorities. Asian consumers in particular find these qualities very attractive. What’s hot at the moment is natural products offering additional benefits that meet these requirements, taste good, and are fun or interesting to drink. It’s far from being just a question of providing the body with food and caring for it with healthy ingredients; it’s also about indulgence. And this is where drinksplus products deliver, so to speak, a complete package.”

That these unusual creations are going down well with consumers can be clearly seen in the continuous rise in carton packs sold, says the market expert. This has been particularly evident in Asia since the first drinksplus products hit the market – with some customers showing growth rates of more than 50% per annum. And the forecast for the next few years anticipates comparable positive growth.

Successful China debut

The first drinksplus products were launched in China, where the leading dairy, Inner Mongolia Mengniu Dairy started adding fruit bits in UHT yoghurt beverages, whilst Inner Mongolia Yili Industrial Group, added rice grains in UHT milk. The product concepts, which proved a hit with consumers, also offer the entire industry a new and promising approach since for the Chinese dairy industry, which is highly competitive, it is essential to develop and introduce product concepts that offer consumers extra benefits and at the same time will boost product competitiveness.

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