To Drinkfinity and Beyond: PepsiCo Tests Sustainable Water

Posted by Dale Buss on January 2, 2015 02:04 PM

Drinkfinity PepsiCo

Faced with the urgency of overcoming slow-growing Pepsi sales with outsized gains by its other beverage products, PepsiCo has launched a fruit-flavored water brand called Drinkfinity, developed in Brazil and initially only available in that market.

Bearing the tagline "Live with passion. Drink with purpose," Drinkfinity is the latest product that PepsiCo has launched or acquired over the last decade in its efforts to find and create growth segments in the globe's hydration and refreshment needs and desires, a pursuit that it shares with rival Coca-Cola.

The twist with Drinkfinity: the packaging. The company refers to the product as a "personal and portable hydration system," Ad Age notes, because it consists of pods that are inserted into the top of a reusable bottle filled with water and squeezed.Continue reading...

tech in the spotlight

Move Over Smartphones, Wearables Are the "Need to be Seen" at MWC '14

Posted by Mark J. Miller on February 26, 2014 05:47 PM

If one thing is evident in the consumer electronics industry, it's that wearable tech is here to stay. Long gone are the fanciful ideas of James Bond-like gadgets and virtual experiences, as consumers now can hold these very devices in their own hands—and where them on their wrist. 

Continuing the major theme seen at this year's Consumer Electronics Show, mobile brands took to the booths at Mobile World Congress to tout their latest entries in the wearable space, from Samsung's second try with the Gear 2 to Sony's attempt at a Google Glass competitor. 

But with most of the consumer and analyst world still waiting on an entry from Apple, brands are using their time in the spotlight to the best of their abilities.Continue reading...

sip on this

PepsiCo Launches Aquafina Enhanced Water Brand Just for Teens

Posted by Dale Buss on October 1, 2013 04:45 PM

It was probably inevitable that a bottled-water brand eventually would be aimed squarely at the teenage cohort that is becoming more and more enamored of the segment as they supplant the Pepsi Generation. And now PepsiCo's own Aquafina brand has been first to jump on the idea.

PepsiCo has unveiled an expanded, revamped lineup for its Aquafina FlavorSplash brand with an eye toward attracting 13- to 19-year-olds to the billion-dollar product line, the company told Advertising Age.

"We haven't done an awful lot with the trademark, aside from pure water," Simon Lowden, CMO for Pepsi Beverages North America, told the publication. "This is a space that's really interesting, and one that's set for future growth."Continue reading...

chew on this

Regulators Get Wrigley to Pull Caffeine Gum, but They're Not Scaring Monster

Posted by Dale Buss on May 9, 2013 06:33 PM

Just several days after being called out by the Food & Drug Administration over concerns about caffeine in its Alert Energy Caffeine Gum, Wrigley folded the product and announced that it was going to take the gum off the market at least temporarily. However a caffeine purveyor that's already well established, Monster Beverage, is continuing its aggressive defense of its energy drinks over the issue of caffeine poisoning of American youth.

The Obama administration has grown increasingly restive over the extension of caffeine content to more and more functional foods beyond its traditional places in coffee (naturally), soft drinks (added) and energy drinks (fundamental). The proliferation of new types and food products introduced recently includes Cracker Jack'd, a line of new snacks by Frito-Lay based on the traditional brand but including two out of nine SKUs that contain ground coffee and caffeine; a variety of Kraft's MiO drink powder that contains caffeine; and Jelly Belly's Extreme Sports Beans.Continue reading...


Crystal Light Launches Own E-Commerce Site

Posted by Sheila Shayon on April 29, 2013 07:02 PM

Kraft Food Group’s Crystal Light is open for business online as the brand launches its first e-commerce platform, As more consumers shop online, niche brands like Crystal Light are establishing beachheads for easy access, mindshare and money.

"For years we have heard for some of our most loyal fans that they want easier access to the flavors they love, especially Crystal Light Pure," said Adam Butler, Senior Brand Manager for Crystal Light in a release. "This new e-commerce platform enables us to make a wide variety of unique flavors and varieties readily available to fans anywhere in the country."Continue reading...

revenue streams

Dannon, Starbucks, Allegra Lead IRI's New Product Pacesetters for 2012

Posted by Dale Buss on April 18, 2013 10:43 AM

Dannon's Oikos Greek-style yogurt and Starbucks' new K-Cups single-serve coffee pods topped IRI's closely watched and just-released list of New Product Pacesetters among foods and beverages last year, while Allegra led the list among non-food brands as well as generating the most sales of any considered new CPG product in the US in 2012.

The 200 top-selling CPG launches of the year included in IRI's report each captured more than $13 million in year-one sales, with an individual average of $39.5 million in first-year revenues at a time of difficult growth for CPG brands and products in the USmarket.

The list "are best-in-class products that have truly beaten the daunting new product odds," said Larry Levin, executive vice president and general manager of insights and thought leadership for Chicago-based IRI, which among other things tracks individual product and CPG category sales at US grocers, drug stores and mass merchandisers with the exception of Walmarts.Continue reading...

brand makeovers

Kool-Aid Slated for Brand Update

Posted by Mark J. Miller on April 15, 2013 01:31 PM

The Kool-Aid Man used to crash through walls, wave his little stubby arms around and serve up a deep “Oh, Yeah!” whenever someone else stopped everything they were doing and yelled, “Hey, Kool-Aid!”

While Kool-Aid’s owners, Kraft Foods, still wants consumers saying “Oh, Yeah!” after sipping the fruity beverage, they are taking the brand through a modern update. After all, the brand took a 5 percent hit in revenue last year, falling to $338 million, according to the Clarion Ledger. It seems like the powdered drink mix, which has been around since 1927, is ready for a little change.Continue reading...

super bowl

#Superbranding: The Best and Worst Super Bowl 47 Ads

Posted by Dale Buss on February 4, 2013 02:04 PM

"Brotherhood," Budweiser's 2013 Super Bowl ad, was among those which stood out among rather routine fare.

Super Bowl ads (the complete list) this year provided few gems, according to an emerging consensus of industry professionals.

Many were deemed lame or even confusing, and generally considered ineffective and off-brand. Several brands seemed to suffer rather than benefit from the frenzy of sneak peeks and full-commercial reveals in this year's rush for pre-Game exposure and social buzz.

Still, some brands were able to leverage social media presence and responsiveness into overall good showings up to and through the event, with campaigns that will move forward from here.Continue reading...

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