SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

Headlines > Market Trends

drinktec 2013: live from the show floor

Tate & Lyle has high European hopes for Splenda-based water enhancers

By Ben Bouckley+

20-Sep-2013
Last updated on 20-Sep-2013 at 17:38 GMT

Tate & Lyle says consumers enjoy water as a healthy drink, but also crave the excitement beverage concentrates can offer (Picture Credit: Hermanturnip/Flickr)
Tate & Lyle says consumers enjoy water as a healthy drink, but also crave the excitement beverage concentrates can offer (Picture Credit: Hermanturnip/Flickr)
Loading...

Abigail Storms, global marketing director, sweeteners and beverage, Tate & Lyle, insists Splenda sucralose perfectly suits liquid water enhancers as an emerging European category, against the backdrop of success for products such as Kraft Foods' MIO Stateside.

"Splenda really lends itself to this application, just because of the intensity of sweetness that it can offer. Also given its closeness to sugar in terms of taste and liking by consumers," Storms tells Ben Bouckley, in this recording taken at Drinktec 2013 in Munich.

Tate & Lyle is showcasing its Drop by Drop concept at Drinktec, a zero-calorie flavored drinks concentrate sweetened with Splenda in mixed berry and pink grapefruit flavors to suit European tastes.

The concentrated nature of Splenda lends itself to the portability of such a product and the small packaging format, Storms explains.

Thus, consumers can customize their own drinks on the go, either by adding the product to bottled water or (a key cost-saving USP) tap water.

Kraft Foods builds $200m+ MIO brand

Zero-calorie water enhancers really took off in the US around two years ago. Kraft Foods launched its MIO brand sweetened with Acesulfame Potassium (Ace-K) and sucralose in March 2011 (backed by its biggest ever A&P spend in the first year, $50m).

Kraft expects sales to hit $200m+ in 2013; Coke followed suit by launching Dasani Drops as a rival last September, using the same combination of sweeteners.

Storms says that Tate & Lyle hopes to help a brand bring a product to market in Europe within six months. So where is there promise for water enhancers within this territory?

"Anywhere where there is history and heritage of adding flavor to water, through concentrated squash in the UK or powdered drinks elsewhere in Europe," Storms says.

"We see it as relevant to all of Europe - where we see that bottled water is a really big part of the overall beverage category...since it gives consumers the chance to enhance basic water, which is sometimes seen as a bit of a boring drink," she adds.

Related products

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Malaysia to double palm oil production by 2020

Malaysia hopes to double palm oil production by 2020

Kalanithi Nesaretnam

Minister, Embassy of Malaysia in Brussels

Russian embargo impact on Arla whey and lactose interests 'minimal'

Russian embargo impact on Arla whey and lactose interests 'minimal': CEO

Henrik Andersen

Chief Executive Officer, Arla Foods Ingredients

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

All diets work if you stick to them: Research

Little difference between diets, it's the sticking that counts: Research

Dr Bradley Johnston

senior scientist, the Hospital for Sick Children's Research Institute

'People don't break windows': Second Glass boss on US Wine Riots

'People don't throw chairs and break windows': Second Glass boss on starting US Wine Riots

Dubbed the 'Prince of Boston's Wine Revolution' by Stuff magazine, Second Glass founder Tyler...

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Taste genetics: A new way to look at policy and segment consumers?

Taste genetics: A new way to look at policy and segment consumers?

Can new research in to the genetic basis of taste could help manufacturers and...

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Delicious disasters: Marketing expert warns manufacturers on 'disruptive innovation' and learning from mistakes

Everybody is chasing innovation and the next big idea, but when it comes to...

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

The growth of the Non-GMO Project verification scheme has been nothing short of explosive...

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

Merging industries: Top chefs and the food companies can learn a lot from each other, says chef

While there are some differences between high end catering and the large scale manufacturing...

Breakfast cereal decline: Mintel talks opportunities, challenges

Crunch time: Is breakfast cereal doomed to sink?

The global breakfast cereal market faces increasing competition as consumers turn to convenient alternatives,...

Fortified foods vs naturally healthy: IFIC says consumers like both

Fortified foods vs naturally functional: Consumers consider both ‘worthwhile’, says IFIC

Consumers are open to fortified foods just as much as those that contain naturally...

Gluten-free fueled by food skepticism & fad diets: Packaged Facts

Gluten-free: A ‘perfect storm’ fueled by food skepticism and fad diets

Processed food skepticism and fad dieting played a big part in the gluten-free boom,...