PETpla.net Insider 01+02 / 2021

BOTTLING / FILLING PETplanet Insider Vol. 22 No. 01+02/21 www.petpla.net 38 Russian company invests in three turnkey lines from KHS The water mission IDS Borjomi has made it its mission to help the people of Russia lead healthy lives by drinking water. This calls not just for a clever strategy but also for a pioneering tecahnological infrastructure, with KHS contributing three new turnkey lines to the latter. IDS Borjomi is pursuing its noble objective with much success: since 2002 the domestic market for bottled water has more than doubled and with annual growth rates of around 7% there’s no end to the boom in sight. IDS Borjomi has made a considerable contribution here. In 2009 the company procured the Svyatoj Istochnik or Saint Spring brand. This bottled water brand has been available in Russia since 1994 and was the first on the market. Originally from Kostroma, the brand has also been bottled in Lipetsk since 2010 and since 2017 in Novosibirsk, over 3,000 km from Moscow. Produc- tion at the latter site has ensured that Svyatoj is also available in Siberia and the Urals, thus catering for the entire Russian market. This has proved a successful concept: with a financial share of almost 11% Svyatoj Istochnik is now market leader in Russia – by a large margin. Pioneering a healthy lifestyle Part of the strategy is to inform consumers of the health benefits of bottled water. “We tell our target groups how important it is to maintain their intake of fluids,” explains Alexan- der Zhadanov, CEO von IDS Borjomi Russia. “We want our customers to get used to drinking at least three 0.5 l bottles of water a day. This means that they consume the recommended amount of 1.5 l needed to stay healthy. We even provide recommendations on when it’s best to drink water: for example in the mornings, right after waking up to activate your organism, or half an hour before meals to stay in shape. Or throughout the day in order to be able to tackle important tasks with the necessary concentration.” It helps that the Russians have long fol- lowed the trend of adopting a healthier way of life, increasingly rejecting carbonated, sugary beverages, juices and even coffee and turning instead to water. The brand is also reaching out to consumers through a number of major advertising campaigns. Com- mercials featuring prominent figures as reformed water drinkers set an example in front of the camera. The brand also passes on the message to children of all ages (and their parents) that it’s fun to drink water – and it’s good for you. To this end, as a contract filler for Disney Svyatoj Istochnik fills its water into special bottles that are extremely popular with kids. Care for the environment Accepting social and ecological responsibility is also an aspect of the company’s philosophy. “We’re always looking for ways of striking a balance between the use of PET and the protection of the environment as part of our sustainability strategy,” states Zhadanov. “We use eco-friendly packaging, promote the collection of PET bottles and packaging for Alexander Zhadanov, CEO of IDS Borjomi: Converting their country to a nation of water drinkers with great success: IDS Borjomi Russia and CEO Alexander Zhadanov have a lot to be pleased about. Shrink packer: The bottles are formed into packs on the KHS shrink packer and wrapped in shrink film.