A new drink experience

DRINKS with up to 10% bits of fruit, vegetable or cereal, can be processed and aseptically filled in carton packs using the SIG Combibloc’s drinksplus technology. The company’s standard filling machines for liquid dairy products and non-carbonated soft drinks makes it possible for manufacturers to add pieces of natural particulates of up to 6mm, in aseptically packed beverages.

The technology presents further potential as new drinksplus products gain popularity in global markets. The continuous rise in carton packs sold is evidence that chunky drinks are going down well with consumers, according to Matthias Krusche, Global Market Segment manager at SIG Combibloc.

“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,” Mr Krusche says.

“What’s hot at the moment are natural products offering additional benefits that meet these requirements, taste good, and are fun or interesting to drink,” he adds. “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.”

Asian consumers in particular, find these qualities very attractive, says Mr Krusche.

The first drinksplus products that came out in China, Taiwan and Thailand were well received. The forecast for the next few years anticipates comparable positive growth, as more products are released in other countries.

Successful China debut

The first drinksplus products were launched in China. Dairy industry leaders Inner Mongolia Mengniu Dairy added fruit bits in UHT yoghurt beverages, whilst Inner Mongolia Yili Industrial Group added rice grains in UHT milk. Additional new drinksplus products and product variations are expected to be introduced in the Chinese market in the very near future.

These chunky drinks offer the entire dairy industry a promising approach since it is essential to develop and introduce product concepts in the Chinese beverage market that offer Chinese consumers extra benefits and highlight differentiation in order to boost product competitiveness. UHT dairy products containing real bits fit the bill launched by Mengniu and Yili have been extremely successful, and have established an entirely new beverage category in the Chinese market.

All-out market campaign

“Every product innovation needs a successful communication strategy that provides consumers with information and grabs their interest,” says Mr Krusche. “To promote the UHT yoghurt drinks containing pieces of fruit, Mengniu initiated a wide-ranging 360-degree marketing campaign that showcased the new products and was tailored to target the relevant consumer groups.”

Mengniu launched its product via a multimedia campaign (TV, radio, Internet and magazine presence and extensive billboard advertising), along with supermarket promotions and the distribution of free samples. Different key aspects of the product were introduced in three stages to demonstrate the extra benefits drinkplus offers. In the first stage, the company put the spotlight on healthy eating; on the second, under the taglNike