PETpla.net Insider 01+02 / 2015

BEVERAGE INGREDIENTS 18 PET planet insider Vol. 16 No. 01+02/15 www.petpla.net Wild’s innovations for energy drinks. Trendy flavor combinations Fruity Essentials You can get 100% authentic and natural fruit essences with the Fruity Essentials, the second level of the Code of Nature. Included in the portfo- lio are red fruits, garden fruits, exotic types of fruit and citrus fruits. These are suitable for declaration-free juices and manufacturers can promote natu- ralness, for example, in beverages containing fruit as well as near-water drinks. “The Code of Nature embraces the full spectrum of our cumulative expertise in matters of naturalness,“ is how Cornelia Weiblen, Market- ing Director BU Beverages EAME at Symrise, describes their approach. “At the same it is especially important to us to begin with the customer and the demands of the market. Armed with this knowledge and on this basis we develop beverages concepts that pre- cisely meet the requirements of our customers.” www.symrise.com/de/code-of-nature Energy drinks are making their way into countless new consumption situations and are continuing to drive the market for non-alcoholic bever- ages forward, thanks to the wide variety available and customized con- cepts. More and more often, they are being sold as an alternative to classic soft drinks because of their added value and the many different flavors and options to choose from. Wild has developed new cross category concepts and several innovative flavors. Growth in the energy drink sector is still going strong: the market research company Canadean has stated that in 2014, energy drinks will achieve a market volume of 2.4 bil- lion liters in Europe, corresponding to a 5.5% increase versus 2013 figures. The steady growth means that these beverages are moving from being a niche product to a mainstream life- style item. A broad target group and multiple usage situations At the same time, energy drinks are making their way to additional target groups and are bringing new life into the market. Energy drinks are not only something that teenagers enjoy: those who have to drive, study or work also appreciate the invigorat- ing effects of these beverages. The new taste generation in particular is interested in appealing flavor sensa- tions above and beyond the standard classics. The trend is leaning more and more towards fusions which combine energy drinks and other segments from the food and bever- age sector. Wild’s portfolio includes classic flavors as well as blends with juice and flavored drinks. Wild has expanded its energy range to include the product groups Energy Carbon- ates and Clear Energizers. From an impulse purchase to a daily thirst quencher With Wild’s new Energy Carbon- ates concept, energy drinks really allay people’s thirst every day. This new category offers the effervescence of a classic soft drink combined with the invigorating effect of an energy product. Merging these segments allows manufacturers to win over new target groups and generate attention on supermarket shelves. The flavors apple, lemon and cherry cola will draw consumers who want something other than traditional energy drink flavors. Wild’s innovative Clear Energizers range focuses on new target groups and consumption situations. It brings stimulating flavors such as lemon and pink grapefruit to the near water and energy drink segments. Sour and refreshing flavors Throughout Europe, the Energy Plus Flavor category has remained in strong demand, with year-on-year growth of 7.1%. Wild is solidly posi- tioned here with popular flavors such as cranberry, blueberry and lime. Something new in the product palette is the Sour Energy range: Wild has taken up the fusion trend by blending energy drinks with other segments from the food and beverage market. The result: energy products with tart notes such as apple. Sour Energy will not only win over people who love tangy tastes: it will also draw in con- sumers who look for alternatives to classic energy drinks but still want a stimulating boost. Juice as popular as ever With an increase of 6.5% versus 2013 figures, the category Energy Plus Juice is still going strong in Europe. Their refreshing flavor lets these products stand out from classic energy drinks, making them attractive to new target groups as well. Wild has energy drink concepts in its portfo- lio which include different juices or juice blends. The juice content can be customized to each beverage manu- facturer’s individual specifications. Wild is presenting its refreshing fruity flavors featuring watermelon and lime. Watermelon is a popular flavor in the food and beverage sector. All of Wild’s energy drink options offer manu- facturers major potential for further growth throughout Europe, thanks to its creative ideas and well-designed concepts. www.wildflavors.com The trend among energy drinks is towards products which overlap with other beverage segments such as near waters. BEVERAGE +ingredients