INNOBEV GLOBAL SOFT DRINKS CONGRESS: FINAL THOUGHTS

‘Functional beverage belief is back’: Zenith International chair

By Ben BOUCKLEY contact

- Last updated on GMT

Related tags: Global soft drinks, Soft drink, Richard hall

Zenith International chairman Richard Hall tells BeverageDaily.com that he thinks the beverage industry is regaining its faith in functional products. 

Reflecting on the 10th​ InnoBev Global Soft Drinks Congress that took place in Lisbon this week, Hall alluded to a panel discussion on sustainability that brought speakers from WWF, Oxfam and Coca-Cola Europe.

“Health and sustainability seem to be, as ever, the two key issues. What came out of this congress was not only the extent to which the industry is leading, but also has to lead and link up with the pressure groups,”​ Hall says in this podcast.

“That’s on the large scale. As far as specific messages coming through – a lot of attention to what fewer calories and natural sweeteners can contribute,” ​Hall adds.

Zenith’s chair also mentioned discussions this week about new dispense and cap technologies and enhancers for liquids that move beyond water towards sectors such as milk, coffee and even cocktails.

“There’s a new belief I think in the functional benefits of products, where up until 2008 and the economic downturn they were going strong, then the premium put people off…Now I think extra benefits are back in favor,”​ Hall says.

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