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

Loading...

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)

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

High-protein bread could bake up a storm: Euromonitor

High-protein bread could bake up a storm: Euromonitor

Diana Cowland

Senior Analyst, Health & Wellness, Euromonitor International

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Dr David Katz

ddirector of Prevention Research Center. , Yale University

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

Welsh farmer turned entrepreneur Laurence Harris tells BeverageDaily.com about his nationwide distribution ambition for...

Bakeries struggling with calls to cut salt, sugar and fat

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

‘Functional beverage belief is back’: Zenith International chair

‘Functional beverage belief is back’: Zenith International chair

Zenith International chairman Richard Hall tells BeverageDaily.com that he thinks the beverage industry is...

Behavioural economist: Do the nutritional thinking for people if you want change

Behavioural economist: Do the nutritional thinking for people if you want change

Consumers don’t really want more nutritional information, they want an easy life, according to...

Simplicity, not science, rules sweetener coverage

Simplicity, not science, rules sweetener coverage

Professor Jason Halford

University of Liverpool

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

Industry must debunk whey protein bodybuilding myths: Volac

Industry must debunk whey protein bodybuilding myths: Volac

Michael Hiron

Commercial Manager, Lifestyle Nutrition, Volac

Building for the future: DSM on lessons from Food Vision 2014

Building for the future: DSM on lessons from Food Vision 2014

Industry needs to ‘dramatically innovate’ if it is to come up with sustainable solutions...

In conversation with the mastermind behind the €250,000 lab-grown burger

In conversation with the mastermind behind the €250,000 lab-grown burger

Last year Professor Mark Post sparked international interest with the unveiling, and tasting, of...

Food science under spotlight at IFST jubilee conference

Food science under spotlight at IFST jubilee conference

Mapping the future of food science is the aim of the Institute of Food...

Manufacturers miss big breaks with small innovations

Manufacturers miss big breaks with small innovations

Food and drinks manufacturers could be missing out on ground-breaking new product development opportunities...

Invest in small food firms or risk losing income

Invest in small food firms or risk losing income

Big food and drink manufacturers should invest in small firms to protect their income...

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

What is the future of food? Simple communication of complex advances will be crucial,...

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain’s Sparkling Ice brand plugs a market gap that Pepsi and Coca-Cola missed,...

Innovation for today: Digital tech empowers industry to innovate

Innovation for today: Digital tech empowers industry to innovate

Chris Cornyn

founder & president, DINE Marketing

Foodex 2014 – video highlights

Foodex 2014 – video highlights

The consequences of the horsemeat crisis, filling the yawning skills gap, lean and green...

Beware due diligence issues post-horsegate – lawyer

Beware due diligence issues post-horsegate – lawyer

Due diligence has weaknesses and isn’t a perfect defence against food fraud, despite offering...

Key Industry Events

 

Access all events listing

Our events, Events from partners...