The Flow: Coke shows 2020 plans; industry to recover in 2010


  • Coke outlines plans for the next decade – The Coca-Cola Co. Inc. outlined plans this week for the company’s long-term growth in addition to more immediate product changes. Link
  • Fitch: beverage industry to recover in 2010 from historically weak volume – Fitch Ratings expects ratings for U.S. beverage companies to remain stable in 2010. This outlook is based on the companies’ continued ability to generate substantial free cash flow, improve cost positions, maintain pricing, and capitalize on international growth opportunities. Link
  • glacéau brings low calorie to the next level – vitaminwater zero will be naturally sweetened with zero calories per serving. Link
  • Stevia looms large at SupplySide West – Stevia-sweetened concept beverages were in abundant supply at SupplySide West, held in Las Vegas from Nov. 11 to 14 at the Venetian & Sands Expo. Link
  • Only 18 days until BevNET Live Winter ’09 Link


  • CASCAL, a handcrafted all-natural soda designed in France by The Coca-Cola Co. Inc., is being introduced and sold exclusively at Whole Foods Market stores across the US through the end of the year. CASCAL also will be available in fine restaurants and taverns in New York City. Link
  • Açai Roots announced the launch of nex4 Açaí Energy Shots. Link
  • Who’s Your Daddy, Inc. announced a new 2 oz. energy shot product, “F.I.T. Energy with Resveratrol.” Link
  • Fruit 66 has recently added vitamin D to its list of nutrients and minerals. Link
  • The Coca-Cola Co. Inc. unveiled a new visual identity for key brands in its family of juice beverages. The packaging design will be implemented across products worldwide. Link


  • Oak Beverages and its sister company, Boening Brothers are now distributing Beverage Brands, Inc.’s Maté Fusion All Natural Premium Teas throughout their New York area territories. Link
  • Innovative Beverage Group Holdings, Inc. announced that the company has entered into a distribution agreement for drank with Classic City Beverage, LLC, a distributor in northeast Georgia. Link
  • Beverage Plus Holdings Corporation and FCBBI AG announced they have entered into an agreement for distribution of their products through Sanson Company for the entry and distribution of the MC2 Energy Drink in as many as 15 states. Link
  • Bond Laboratories, Inc. announced the addition of Fredericksburg Distributing Company to its Fusion Premium Beverages product distribution network. Link


  • Senator Charles Schumer (D-NY) is proposing a ban on the chemical bisphenol-A in food and drink containers for kids aged three and under. Link
  • A proposal for a Crystal Geyser water bottling plant received a steady barrage of criticism at a meeting of the Orland, Calif. Technical Advisory Committee. After nearly five hours of testimony by the public, officials postponed making a decision about the plant. Link


  • PepsiCo Inc. plans to hijack the 2010 FIFA World Cup, sponsored by The Coca-Cola Co Inc., with a global marketing campaign created partly by consumers, Marketing Magazine reported. Link
  • WAT-AAH! functional bottled water for kids, announced the release of WAT’s-THE-WORD?! a blog imagined by kids, featuring reviews and commentary about products, discoveries on the web and real-life experiences from a kid’s perspective. Link
  • Xfuel has contracted video game music band Fenix Down to become the official sound of the energy shot company. Link
  • Coca-Cola North America chief marketing officer Katie Bayne said that targeting “multicultural” Americans will be paramount for the company over the next decade. Link
  • The Coca-Cola Co. Inc. is promoting Coke Zero in conjunction with James Cameron’s “Avatar” with an on-can augmented reality promotion. Link
  • Mott’s teamed up with The Sneaky Chef, Missy Chase Lapine, to sneak Mott’s into classic holiday meals. Mott’s and The Sneaky Chef have assembled a list of holiday recipes that provide fruitful and delicious meals for both kids and adults. Link
  • The Gatorade Company and FOX Sports Net have announced a national broadcast and digital partnership to build on the success of REPLAY, an original program created by Gatorade that restages classic games from great sports rivalries. The Gatorade/FSN partnership will include the national broadcast of the inaugural season of REPLAY on all FSN affiliates as well as a fully integrated online presence at Link


  • Even in a best-case scenario, drinking bottled water boosts greenhouse gas emissions 46 times more than drinking water from the tap, an analysis from Oregon’s Department of Environmental Quality concludes. Link
  • The latest American Consumer Satisfaction Index released this week showed strong results for PepsiCo and independent brands. PepsiCo rose 2.4 percent and “all others” 6.3 percent. However, Coca-Cola (down 1.2 percent) and Dr. Pepper Snapple Group (down 1.1 percent) both dipped. As an market, soft drinks saw their satisfaction levels grow 2.4 percent for an overall score of 85. Link
  • New research by the Corn Refiners Association shows that marketing tactics used by many food companies to promote their products may confuse and mislead consumers. Link
  • Low-carb and high-carb diets work equally well for maintaining weight loss, Australian researchers report. Link


  • Lifeway Foods, Inc. announced for the third quarter ended September 30, 2009, total consolidated group sales increased by $4,193,594, (approximately 37 percent) to $15,433,876 during the three month period ended September 30, 2009 from $11,240,282 during the same three month period in 2008. This increase is primarily attributable to increased sales and awareness of Lifeway’s flagship line, Kefir, as well as ProBugs Organic Kefir for kids. Link
  • Baywood International, Inc. announced that it has officially changed its name to New Leaf Brands, Incorporated and has begun trading under the listing symbol “NLEF.”


  • Vitality Foodservice Inc., which provides beverages to the foodservice industry, said Thursday that it has agreed to be purchased by Nestle‘s professional division for an undisclosed sum. Link


  • North Cove Springs, a regional producer of bottled water from natural springs, said that it will expand its production plant in Marion N.C. Link
  • Dr Pepper Snapple Group, which has been building a $120 million factory at the Southern California Logistics Airport in Victorville, will be hiring the first 90 of 200 jobs there. Link
  • Wis-Pak and Brown Bottling Group of Hattiesburg held a ribbon cutting and facility tour of its Pepsi South Production Facility in the Hattiesburg-Forrest County Industrial Park in Mississippi. Link
  • Amcor PET Packaging introduced the industry’s smallest hot fill PET container. The 2.5 oz. PET bottle is used for the first time by Hormel Health Labs for the launch of its new healthy shot. Link
  • W. Amsler Equipment Inc., a Canadian manufacturer of all-electric, reheat stretch-blow molding machines based in Richmond Hill, Ont., appointed Keystone Plastics Equipment, in Nazareth, Pa., as its agent in the northeastern U.S.


  • PepsiCo Inc. plans to invest $100 million in Egypt next year, the company’s vice president for global public policy and government affairs, Elizabeth Avery, said said in a speech on Thursday. Link


  • XYIENCE announced that Xenergy became the No. 1 selling energy drink at Speedee Mart in Las Vegas, for its multi-purchase incentive energy drink sales. The chain also reports that Xenergy is one of the top ten best-selling beverage products. Link


  • CytoSport has named Michael Pickett as President and Chief Executive Officer. Michael’s father, Greg Pickett, who led the company with Michael Pickett since its inception, will step down as President and Chief Executive Officer but remain the Chairman of the Board of Directors. Michael Pickett was formerly the Chief Operating Officer of the company. Nikki Brown, who previously served as Vice President of Marketing, has been promoted to Chief Marketing Officer and was elected to the Board of Directors. David Weber, who joined CytoSport in April, 2008 as Chief Financial Officer, has been promoted to Chief Operating Officer. Mike Dittman, who previously served as Vice President of Finance, has been promoted to Chief Financial Officer.
  • Blue Gem Enterprise announced that it has hired veteran beverage industry executive Bob Friedopfer to head up its sales and expansion plan. Friedopfer is charged with implementing a growth strategy, adding new products to distribute throughout South Florida independent and larger chain stores. Link
  • Ball Corporation announced promotions and senior management changes that will become effective at the beginning of 2010. John A. Hayes will become president of Ball at that time. Hayes, who will remain chief operating officer for the corporation, also will join Ball’s board of directors at the beginning of the year. Raymond J. Seabrook will become executive vice president and chief operating officer, global packaging operations. Scott C. Morrison will become senior vice president and chief financial officer and will remain treasurer. Link


  • oobject published a collection of what it called “13 disgusting Pepsi flavors” including Pepsi Strawberry Burst, Pepsi Fire and — possibly unfairly — Diet Pepsi Jazz. Link
  • According to The Online Journalism Review‘s Brian McDermott, newspapers looking to charge for their online content simply need to follow the right business model: that of bottled water. Link