The Future of Beverages

Together with presenting the flavor concept at the booth, Innova also demonstrates the packaging and marketing concept behind the drink at the Taste the Trend booth.

Just one of the exciting features at Innova’s Taste the Trend booth (#1915) at the IFT show in New Orleans (17-19 July) will be to illustrate the future of the beverage industry. Taste the Trend will showcase nine innovative concepts developed by new products information provider Innova, which demonstrate how today’s trends can be captured to form the hottest products for tomorrow. Together with presenting the flavor concept at the booth, Innova also demonstrates the packaging and marketing concept (including the consumer needs the product idea targets) behind the drink at the Taste the Trend booth.

Creative ideas include SnackShot, a tomato flavored savory weight loss drink formulated with conjugated linoleic acid (CLA) and promoted for its low glycemic index (GI) rating. Also being showcased is Breakfast Boost, an orange flavored morning energy drink formulated with guarana extract, as a convenient kick is sought in the morning.

HydroPlus is an isotonic near water sports drink with a starfruit flavor, presented in a clear, sleek bottle with a label and sports cap. The beverage is promoted for refreshment or hydration, any time of day (or night). The drink, which predominantly targets “Teens,” “Gen Yers” and “Gen Xers” should be marketed as a “hip, urban, sleek, alternative to ordinary water, fashionable, cool, mineral enhanced and mineral charged.”

“The beverage corresponds with trends finding teens and adults who are more concerned than ever about their personal appearance; however, they don’t want to sacrifice taste to achieve it – hence the distain towards ‘plain’ bottled water,” explains Robin Wyers, one of the editors at Innova. “Flavored water with a trendy look and hip, urban feel is the perfect compromise,” he notes.

HydroPlus should be branded by focusing heavily on college campuses and young professionals at health and fitness clubs, say Innova. HydroPlus should be presented as bottled water – “but so much more!” Marketing materials should be hip, urbane and “cool without trying to be cool.”

A massive wall presentation entitled “EXPLORING THE WORLD OF BEVERAGE INNOVATION” provides visitors with an overview of how beverages have and will evolve towards the nine concepts demonstrated at the booth. For a unique insight into beverage innovation to come, drop by Innova’s Taste the Trend booth at the IFT show.

In one compelling location, Innova will show really exciting concepts for the future so you can “taste the trend.” Innova’s /database can be used to see what is happening around the world, but Innova also wants to point the way forward at the IFT, through illustrations and concepts. Innova has designed a series of displays, demonstrating an extensive array of products, along with opportunities for tasting and expert consultation for the IFT, in order to ensure that the trends illustrate what is happening now and what will happen.

“Innova’s goal is to present new and exciting flavor concepts to illustrate emerging trends,” says Lu Ann Williams, senior analyst with Innova. “Along with that, visitors will receive vital consumer insights, as well as, marketing and positioning intelligence,” she notes. Taste The Trend will demonstrate ten presentations exclusively derived from the Innova /database, demonstrating the potential that it holds for the new product developer and marketer.

www.innova-food.com