Power Brands Consulting

August 27, 2013 § Leave a comment

Power Brands LogoPower Brands is the world’s leading beverage consulting firm. Our cross-functional team has developed over 500 new beverage brands and has years of experience with every aspect of the beverage industry.

Contact us today to learn more about our award-winning beverage development services. Whether you need expertise on formulation and design, manufacturing and production, or sales and distribution, we can help.

Contact us now by calling 1-877-452-5281.

The Power of Omega Fatty Acids

February 24, 2014 § Leave a comment


The average American diet is low in omega fatty acids. On average, Americans consume less than 185mg  per day, whereas health experts recommend 250-500mg per day. Omega-6 can be found naturally in eggs, poultry and meat, whereas omega-3’s are found in fish oil, fatty fish, and certain seed oils. The recommended ratio of omega-6 to omega-3 ranges from 1:1 to 4:1; however, the typical American diet provides around 10:1 to 20:1. This consumption imbalance has also been tied to health problems, such as eczema, arthritis, and more. To put it plainly: Americans are not consuming nearly enough omega-3’s. Omega-3 deficiency has been linked to learning disorders, poor vision, decreased memory and mental abilities, and much more. Moreover, omega-3s have been proven to lower cholesterol and blood pressure – which could be a great sell point for beverage companies looking to target baby boomers.

Many beverage companies view this deficiency as an opportunity to launch omega-3 products to boost consumption. During 2012,  70 beverages containing omega-3s were launched. According to Packaged Facts, the market value of EPA and DHA omega products is expected to reach $34.7 billion by 2016. Some of the most common omega-3’s used are ALA, EPA and DHA. Most of the omega-3 products today are in the refrigerated juices and milk category. However, consumers are looking for non-refrigerated products, such as Oceans Omega. The biggest challenge to companies looking to enter the omega-3 category is taste. Most people associate omega-3s with fish oil and oxidation of omega-3’s from marine sources can cause the beverage to have a fishy odor. While marine sources can be stabilized, they also tend to be more expensive as an ingredient. In order to come up with a better source of omega-3’s, many ingredient companies have formulated omega concentrates which are stable, odorless and easy to work with.

To learn more about this trend, read this article from BevIndustry.

Scented Beverages: A Way of the Future?

February 19, 2014 § Leave a comment


In 2012, PepsiCo obtained a valuable patent, one which could be applied to RTD beverages, syrups, concentrates, carbonates, non-carbonates, and shelf-stable products. This patent is essentially for an ‘aroma delivery system.’ As opposed to regular containers, which lack the proper ventilation to release the product’s scent, the container would have gelatin capsules which are broken when the container is opened to release a fresh scent. Pepsi plans to work this concept to deliver aroma in a variety of forms, such as secondary wrap or in the bottle cap.

Aroma is an extremely important aspect of the food and beverage industry. While food and beverage marketers can display their delicious products via picture or other visual imagery, this form of marketing does not elicit the same response as actually smelling and experiencing the food. Studies have shown that ‘smellizing’ is not equivalent to actually smelling. When consumers can smell what they are about to eat or purchase, they tend to enjoy their food more and they tend to eat more. Both of these aspects of scent make scent a very important part of marketing which more food and beverage companies should consider.

To learn more about PepsiCo’s patent, read this article from Beverage Daily.

Tea’s Health Benefits Contribute to Sector Growth

February 10, 2014 § Leave a comment






After water, tea is the second most consumed beverage in the world. According to a study conducted by Chicago-based Mintel, tea and ready-to-drink (RTD) tea sales are expected to rise 3.8 percent in 2014 and 3.2 percent in 2018. Tea has grown in popularity due to growing consumer awareness of its health benefits. As consumers have become more aware about the health impact of sugary beverages, such as sodas, tea has become a healthy substitute for soda for many consumers.  Tea is now used in all types of drinks: functional drinks, energy drinks, juice, RTD, and more. No longer only the main ingredient, teas are now used to bolster the product’s taste and functionality. Teas can be used to reduce stress, increase energy and more – all without the negative side effects of coffee and energy drinks. Additionally, teas contain antioxidants and phytochemicals which most beverages do not. Tea is frequently used in conjunction with powerful antioxidants, such as mulberry, blueberry, pomegranate and more. Recently, tea has been a major driver of functional development in the antioxidant beverage sector. Because of tea’s health benefits and versatility, tea is expected to be used more frequently as an ingredient in all types of beverages.

The expanded use of tea in the beverage industry is heavily influenced by the growth of functional beverages. With more consumers ‘on-the-go,’ they are looking for something quick and easy to provide them with all of their daily nutrients. Since tea is currently being extensively studied by formulation teams across the country, more tea products than ever are expected to arise in the coming years.

To learn more about the versatility of tea and the growth of this sector, read this article from BevIndustry. 

Water Carton Sales Double in a Year

February 3, 2014 § 1 Comment


Icebox water is a company focused on sustainability. Luckily, this branding focus has resonated with environmentally-conscious consumers. The company, which has been around since 2007, underwent a change of management in 2012. During this time, Icebox water changed its packaging to reflect its eco-friendly message by offering ‘bottled water’ in an environmentally friendly carton. Since this change, the company’s two largest distributors have reported over 100 percent growth, without a significant change in promotional strategy. Reynolds attributes the carton’s recent success to the brand’s ability to reach those who are aware of health and environmental concerns.

According to Andrew Reynolds, whose firm, Reynolds and Company owns Icebox water, the carton alleviates the traditional problems associated with PET bottles. Icebox water utilizes cartons produced by Elopack, which are made from certified pressed paper and cardboard. The carton’s design is printed using vegetable dyes and the inside contains an aluminum barrier. The package can be recycled after use or composted. Each of these factors contributes to the carton’s minuscule carbon-footprint, which is around 76% less than the average PET bottle.

To learn more about Icebox Water’s recent success, read this article from Beverage Daily.

Top 12 Trends for Food & Beverage Industry in 2014

January 27, 2014 § Leave a comment

According to Food Manufacturer, the top 12 trends for the food and beverage industry are centered around health and wellness. The top 12 trends include:

1. Nutritionally Functional – Today’s consumer is always on-the-go. But growing consumer awareness of health and nutrition,means that consumers today want to be able to get everything their body needs in the quickest, easiest way possible. Nutritionally functional beverages, such as relaxation beverages or probiotic drinks, provide the consumer with everything that they need in one easy, convenient supplement.

2. Dairy – Dairy is making a comeback as a ‘whole’ food. With more and more consumers growing concerned about the impact of artificial flavors on their bodies, dairy products serve as a whole foods alternative which is packed with good-for-you nutrients. This trend can most easily be seen in the explosion of the greek yogurt sector.

3. Protein – Everyone has seen low-carb product, but seldom  have products been marketed as high protein. With the expansion of pre- and post-workout supplements, protein products have now become viable competition for their low-carb or low-fat alternatives. High protein products will likely take off in the next year.

4. Energy – The energy drink sector has been very strong for several years now, even outperforming the carbonated soda sector. However, more and more people are looking for natural energy. With the allegations against Monster Energy and the controversy surrounding energy drinks in general, it is clear that consumers will want an alternative to energy drinks which still provides energy.

5. Weight Wellness – Weight loss has never been a fad so much as a society staple.Today’s consumer considers weight management in almost every food&beverage purchase. For this reason, weight management is no longer the best tactic for food & beverage companies. Rather, food&beverage companies should focus on weight wellness  by providing healthy products that the modern weight-conscious consumers would prefer over an unhealthy alternative.

6. Snacking – Snack foods have never been healthy. In fact, most of the time they are called junk food. However, food&beverage companies should strive to develop snack foods which are healthy and low-calorie.

7. Slow Energy – The energy drink trend should be enough of an indication that the modern consumer wants energy and they want it now. However, with so much attention being brought onto health and wellness, consumers are beginning to realize how their food&beverage choices provide slow energy, as opposed to the fast energy of an energy drink. Slow energy will likely take the  form of ‘whole’ or ‘raw’ foods and beverages.

8. Sugar – The recent backlash against aspartame and sugar substitutes is nothing new. However, what is new is the division that it has created among consumers. While some consumers are open to new, innovative sugar substitutes, others prefer whole, natural sugar products. Food and beverage companies should strive to provide both options.

9. Permission to Indulge – With so many health conscious consumers on the market today, food&beverage companies must appeal to their consumers by providing great tasting, diet alternatives which allow the consumer to ‘indulge’ in the finer, richer things in life without feeling like they are on a diet.

10. Free-from – An easy way for food&beverage companies to make their natural products seem like the healthier alternative on the retail shelf is for them to market their products as ‘free-from’ alternatives, such as processed ingredients, gluten or fat. ‘Free from’ draws on the power of the ‘natural’ trend (above) to appeal to the consumer who is looking for a whole food alternative.

11. Seniors – The baby boomers are just now starting to become senior citizens. With so many older consumers on the market, food&beverage companies should create products which appeal to the concerns of senior citizens, such as heart and eye health for example.

12. Kids’ Nutrition – Parents often allow their children to make some of the buying decisions at the retail store. As such, having products which are uniquely marketed towards children, but which are also healthy and parent-approved, is a great strategy for food&beverage companies.


To learn more about these trends, please visit Food Manufacturedairy.

Kombucha Enters the Mainstream

January 20, 2014 § Leave a comment


Kombucha, a fermented tea drink, is full of probiotics and other natural cultures intended to improve immunity and digestion. Kombucha began as a hippie tonic, but it has now attracted mainstream appeal. While the drink has a distinct look and taste to say the least, sales of kombucha and other functional drinks were up 25 percent in the last two years. Large companies like Red Bull and Honest Tea have even begun distributing their own brand of kombucha to cash in on the trend. With so many new kombucha products on the market, many consumers have grown curious about the beverage and its supposed benefits. As a result, kombucha drinks have become more popular than ever.


True to its roots, kombucha has grown very popular amongst consumers who prefer organic beverages. The increasing popularity of kombucha comes as a result of the larger ‘probiotic’ trend, which suggests that ‘good’ bacteria can improve digestion and boost the immune system. However, kombucha’s popularity does not come without expense. With the average drink going for around $4, kombucha’s wellness claims make the expense worth it to some. While we know very little about the true side effects of kombucha, there are so many people supporting the drink and its benefits that the drink will not be unstudied for long.

To learn more about Kombucha’s recent sector growth, read this BevNet article.

Top 5 Innovations of 2013

January 13, 2014 § Leave a comment


A study conducted by Beverage Industry highlights some of the best innovations of 2013. The best innovations include: Gevalia Kaffe, Skinny Freezer, Kickstart by Mountain Dew,  Dogfish Head Sixty-One, and VBee!

Gevalia VBee

Gevalia Kaffe is a two-step single serve coffee drink, which adds a froth packet to the Keurig K-cup brewing system. The Skinny Freezer is a 100 calorie, frozen cocktail mix made with vodka and available in several delicious flavors. Kickstart by Mountain Dew had the morning routine in mind when they created this juice containing caffeine. Dogfish Head combined wine and beer to appeal to both wine and beer drinkers in this fruity, hop-loaded beverage. VBee! is a functional beverage for children which features a dispensing cap full of vitamins and minerals.

For more details, visit Beverage Industry.


Get every new post delivered to your Inbox.

Join 4,360 other followers