SUBSCRIBE

Breaking News on Dairy Processing & Markets

News > Markets

INNOBEV GLOBAL SOFT DRINKS CONGRESS: THE FUTURE FOR WATER ENHANCERS

Squash to smoothie enhancers: DreamPak scans horizon in $400m market

By Ben Bouckley+

14-Apr-2014
Last updated on 16-Apr-2014 at 16:39 GMT

Squash to smoothie enhancers: DreamPak scans horizon in $400m market
Squash to smoothie enhancers: DreamPak scans horizon in $400m market
Loading...

DreamPak’s international sales director tells Ben Bouckley that brands must differentiate to grow in a crowded US beverage enhancers fixture and tips tea, coffee and smoothies to lead the charge.

DreamPak is a contract beverage manufacturer and supplier of liquid drink mixed for dietary supplements, and has been at the forefront of developing liquid enhancers as a category in the US. 

The company manufactures Crush and Hawaiian Punch water enhancers, see picture below, for the Jel Sert Company, a licensee of Dr. Pepper Snapple, which are available across the US.

Speaking to BeverageDaily.com after a speaking slot at Zenith International’s InnoBev Global Soft Drinks Congress in Lisbon last week, Sara Gamay says in this podcast: “We really see coffee, liquid tea concentrates, creamers with real cream, smoothies as the new categories for potential.”

Gamay notes a trend towards functionality in water enhancers in the US beyond energy and sports, with beauty and weight loss just two benefits that brands could work to unlock value.

'Brands will have to differentiate in crowded US category' - Sara Gamay

Citing Zenith’s 2013 statistics, Gamay says that there are now circa. 35 brands and 150 varieties now jostling for shelf space in a US market worth around $400m led by the likes of Kraft's Mio and Coke's Dasani Drops, which is (forgive the pun) a real squash.

“Brands are going to have to differentiate. We see a lot more coming in in terms of natural – natural colors, natural flavors and natural sweeteners, some requests for organic and the functional,” she says.

“We’re also seeing some dietary supplements in that format, as well as milk enhancers, with flavors, vitamins. So it will be interesting to see how that category shakes out in the US,” Gamay adds.

As a technology led company, as well as a contract manufacturer, Dreampak has numerous patents, and is looking to partner brands to introduce new concepts.

“That’s working out quite well and I think you’ll see some concepts come out soon in the US market,” Gamay tells Bouckley.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Related products

CO YO Coconut Milk Ice Cream alternative dairy

CO YO launches coconut milk ice cream after demand soars for alternative dairy

Start-up company Planet Coconut has seen an increase in demand for its CO YO...

Sainsbury's listings at 19, sports drinks at 24: Overly comes of age

Sainsbury's listings at 19, a sports drink launch at 24: Overly entrepreneur on guessing Justin King's email and casting off wide-eyed innocence

Young entrepreneur Chris Hannaway and childhood friend Will Hammersley launched frozen yogurt brand Arctic...

Nestlé Africa modular factories

Exclusive: Nestlé on why Africa will be its focus for modular factories

In an exclusive interview with FoodProductionDaily, Alfredo Fenollosa, technical head, Nestlé Asia, Oceania and...

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

UHT 'preferred format' to meet Vietnam rural distribution challenges

UHT 'preferred format' to meet Vietnam rural distribution challenges: Tetra Pak

Bert Jan Post

Managing Director , Tetra Pak Vietnam

Packaging differentiation 'a key point' for yogurt brands: Arcil

Packaging differentiation 'a key point' for yogurt brands: Arcil

Vincent Altazin

Senior Area Sales Manager, Arcil

GEA Procomac trials breakthrough White & Safe milk bottle in Italy

GEA Procomac trials breakthrough White & Safe milk bottle in Italy

Paolo Ventrelli from GEA Procomac tells us that the firm’s White & Safe bottle...

EU chia oil approval will open up 'limited' dairy use: Ingredia

EU chia oil approval will open up 'limited' dairy use: Ingredia

Aurélie Vromaine

Product Manager, Ingredia Nutritional

Tetra Laval to open Dairy Hub in Cape Verde

Tetra Laval to open Dairy Hub in Cape Verde

Tetra Laval plans to open a Dairy Hub in Cape Verde, off the coast...

Hood: Sky’s the limit with aseptic beverage packaging

Pete Spanedda

Vice president of dales, HP Hood

Bürkert FloWave dairy industry

Bürkert FloWave starts field tests in the dairy industry

Bürkert FloWave, which measures the flow of a liquid in a pipe, is being...

Global probiotics business is booming, while Europe focuses on blends and 'piggybacking'

Global probiotics business is booming, while Europe focuses on blends and 'piggybacking'

Strong growth in the Americas and Asia is helping the probiotics industry to strong...

Nutrition Capital Network takes venture to Vitafoods Geneva

Nutrition Capital Network takes venture to Vitafoods Geneva

Grant Ferrier

Principal, Nutrition Capital Network (NCN)

Marketing whey protein to the elderly 'challenging': Davisco Foods

Marketing whey protein to the elderly 'challenging': Davisco Foods

Polly Olson

Vice President of Business Development, Sales and Marketing, Davisco Foods...

Innovation success recipe: Respect consumers and draw inspiration from the unknown

Innovation success recipe: Respect consumers and draw inspiration from the unknown

Understanding consumer expectations and respecting these, combined with a boldness to draw inspiration from...

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,...

Innovation for today: Digital tech empowers industry to innovate

Innovation for today: Digital tech empowers industry to innovate

Chris Cornyn

founder & president, DINE Marketing

Global probiotic market to add 50% to €33bn by 2018: Analyst

Global probiotic market to add 50% to €33bn by 2018: Analyst

Ewa Hudson

Global head of health and wellness research , Euromonitor International

Festive video insights: Mintel experts offer up highlights and predictions

Festive video insights: Mintel experts offer up highlights and predictions

With 2013 fast drawing to a close and 2014 just around the corner, we...

Key Industry Events

 

Access all events listing

Our events, Events from partners...