Briefs: October 10, 2022 | 2022-10-10

According to a new report Refillable and reusable packaging accounted for 4.0% of global packaging sales in 2021. Global sales of refillable and reusable packaging reached US$40.1 billion worldwide in 2021 and is projected to grow to US$42 billion this year and US$53.4 billion by 2027. BD notes that the growth in such packaging, particularly among younger consumers, is having an impact on packaged, ready-to-eat -beverage sales. That report was published by packaging consultancy Smithers. The packaging measured includes “refillable and reusable glass bottles; refillable and reusable PET bottles; and reusable water bottles made of plastic, metal and glass,” the report said.

The US FDA has proposed a new rule on using the word “healthy” on food and beverage labels. The revised rule would “align the definition of a ‘healthy’ claim with current nutritional science, the updated nutrition label, and current dietary guidelines for Americans,” the FDA said in announcing the proposal. The new rule would allow manufacturers of certain beverages, including water, to use the word “healthy” on a package label to market a product, the FDA said.

Coca-Cola, PepsiCo, Danone and Nestle are among the brand owners who have joined a new coalition to create a bond Global Plastics Treaty “to end plastic pollution”. The effort is managed by the Ellen MacArthur Foundation and the World Wildlife Fund.

Today, Bang Energy’s owner, Vital Pharmaceuticals (VPX), has filed for bankruptcythe enterprise announced. The decision follows a $293 million judgment in Monster Beverage’s favor against VPX for falsely advertising the health benefits of Bang Energy’s supercreatine ingredient. The decision was made September 29 by a federal jury in California hearing Monster’s civil complaint against VPX. According to Law360, the jury found that VPX and CEO Jack Owoc willfully violated the Lanham Act (which governs unfair competition), a fact that could result in a tripling of the award by law. The case was heard during a month-long trial. Owoc and company officials did not respond to an email from BD seeking comment. The award follows a $175 million judgment against VPX in a separate lawsuit with monsters. Law360 reported that during a recent court hearing, a VPX attorney said an adverse judgment could bankrupt the company.

Regardless, in a recent LinkedIn post, Bang boss Jack Owoc said he had filed criminal charges on September 22 with the Florida Attorney General charging PepsiCo with “grand theft of Bang brand coolers owned by Vital Pharmaceuticals.” He also published the complaint. Bang and PepsiCo split this year after Bang canceled a 2020 distribution agreement without explanation. In an emailed statement to BD, a PepsiCo spokesman said, “There is no basis or truth for the allegations.”

Notable launches:

The now wide-open sports drinks market is attracting new players, including established beverage companies specializing in other categories. Arizona Beverages and Marvel launched a sports drink by the name Super LXR Hero hydration system. Packaged in 16-ounce plastic bottles, the drink comes in peach-mango, citrus-lemon-lime, acai blueberry, and dragon fruit-watermelon flavors. The drink contains coconut water and green tea. Sweetened with erythritol and stevia, Super LXR Hero contains 2g of sugar from juice and 25 calories per bottle.

Red Bull Fig Apple is the energy drink maker’s seasonal release for the winter while Juneberry is the 2023 summer version. These seasonal brands are an important part of Red Bull’s growth and appeal to young consumers.

PepsiCo, which has an operating unit for the Hispanic market, has introduced limited edition packaging for
Manzanita Sol, Pepsi Real Sugar and Crush designed by Mexican artist Totoi Semerena. The graphics on 20 ounce bottles, 2 liter bottles and 12 cans represent icons of the annual Día de los Muertos (Day of the Dead) celebrations in November, which pay respect to the dead.

Packaged beverage brands are looking for ways to expand sustainability credentials and keep consumers looking for alternatives to plastic packaging. Coca-Cola has launched Vitaminwater Zero Sugar Miniest, a sachet of concentrated liquid ingredients designed to be placed in a reusable water bottle. Packaged in a shot-size 1 oz carton bottle, the liquid is poured into water to prepare one serving. Vitaminwater Miniest is available from retailers including Target in two functional packs of 12. The front of the pack jokingly reads, “Darling, we shrunk the vitamin water.”

The growing eSports industry continues to drive the growth of energy drinks and new entrants into the market. Video game lifestyle brand 100 Thieves and founder Matthew “Nadeshot” Haag, a former esports athlete, have developed a new energy drink called ” juvenile. The drink contains 128 mg of caffeine, no sugar, and five calories per 12-oz Sleek can. Other ingredients include Taurine, L-Theanine and Panax Ginseng. The drink is sweetened with sucralose. Flavors are Kiwi Strawberry, Watermelon Lime, and Tropical Crush.


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