Consumers seek adventurous, less sweet beverage flavors | Zevia to debut stevia-sweetened cocktail mixer line | Poll: Food and beverage consumers seek emotional connections with products
October 14, 2016
ABA SmartBrief
News for the non-alcoholic refreshment beverage industry
Industry News
Consumers seek adventurous, less sweet beverage flavors
Consumer demand for new flavors is trending toward less sweet tastes that have authenticity and seem adventurous, says Donald Wilkes, CEO of Blue Pacific Flavors. Other up-and-coming trends include craft beverages, zesty notes and international influences, flavor suppliers say. (10/13) 
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Zevia to debut stevia-sweetened cocktail mixer line
Zevia will introduce three varieties of zero-calorie cocktail mixers in 7.5 ounce cans by the end of the year, featuring stevia as the sole sweetener. The products will be offered in ginger beer, lemon-lime and tonic water options, and will join the company's other products, which include energy drinks and sparkling water.
FoodNavigator (10/13) 
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Poll: Food and beverage consumers seek emotional connections with products
Despite the importance of health claims on food and beverage packaging, what really drives purchases is whether consumers feel emotionally connected to the brands' personalities, said Dan O'Connell, CEO of Foodmix Marketing Communications, which recently polled 1,000 Americans about their purchasing preferences. "Experiential attributes are the ones that really drive that connection and inspire people to talk about a product," he noted.
FoodNavigator (10/13) 
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Other News
Health and Nutrition
Functional ingredients continue to drive water sales
Sales of functional bottled waters are expected to grow by $3 billion between 2015 and 2020, according to projections by Euromonitor. Trends to watch in functional waters include probiotics, caffeine and floral-infused options. (10/13) 
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Marketing Report
Pinterest allows retargeted ads based on user actions
Pinterest logo
(Lionel Bonaventure/AFP/Getty Images)
Advertisers on Pinterest can now retarget ads based on five user interactions with Pins: comments, likes, clicks, "closeups" and saves. The platform is also allowing advertisers to create audiences based on users' behaviors around certain Pins that direct to a brand's website.
Adweek (10/12),  MediaPost Communications (10/12) 
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Yahoo smart billboards would target ads to passing consumers
Smart billboards proposed by Yahoo would draw on data from passing consumers to display appropriate ads. Patent applications filed last year indicated the billboards would use cameras, microphones and other sensors to pick up clues for ad targeting, mimicking the targeting capabilities now available through mobile devices.
Mobile Marketing Magazine (10/10) 
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SmartBrief Originals
Most Clicked: Take a look at this week's hottest food and beverage industry stories with SmartBrief
Mars-Wrigley merger, Jell-O launch piqued readers' interest this week
News about the merger between chocolate company Mars and candy business Wrigley was very appealing to SmartBrief readers this week, who also found the new Jell-O Simply Good launch to be of great interest. News that Sam's Club might use its test store design as the new model for future locations was also among the top-ranked stories, as was Yum Brands' decision to divest the majority of its company-owned restaurant locations to its franchise partners over the next two years.
SmartBrief/Food & Beverage (10/14) 
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ABA News
The ABA tweets: Follow us on Twitter
Now you can follow the ABA on Twitter! We keep you updated daily on the latest beverage industry news and bring you the information you need. Follow us today @Ameribev.
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