A groundbreaking collaboration between UK soft drinks maker Kolibri Drinks and Yorkshire-based glass packaging specialist Beatson Clark has recently resulted in the creation of a custom-designed bottle-cap, which allows consumers to control the amount of sugar in their soft drink. The non- ready-to-drink (RTD) segment, which has struggled in recent years due to a lack of convenience, could see resurgence thanks to this innovative new bottle design, says leading data and analytics company GlobalData.
At a time when consumers are increasingly looking for convenience due to their hectic lifestyles and expect premium experiences in all aspects of branding, regular bottle designs will not work. Beatson Clark’s in-house design team worked with Kolibri Drinks from the early concept stage to create a cone-shaped 300ml white flint flask, which stores nectar made of agave, lemon juice, apple and caramel in the cap rather than in the liquid of Kolibri’s botanical-based drinks.
Joseph Hutson, Consumer Analyst at GlobalData, says: “As consumers are becoming increasingly discerning over the levels of sugar in their diets, the ability to customize a drink to taste is likely to be a great asset to the brand.
“This will be all the more important given the increasingly bespoke and individualized tastes of modern consumers, which have been seen through the rise of craft products in both the beer and soft drinks markets.”
Innovations such as from Kolibri-Beatson are expected to reinvigorate the non-RTD soft drinks market, which has been struggling recently. According to GlobalData, the non-RTD soft drinks market recorded an 11% decline in volume from 2007 to 2017 while RTD soft drinks have grown by 7% during the same period.
Hutson continues: “Another key factor is the budget and mass-market image associated with non-RTD products such as fruit powders and squashes. By offering a premium innovation focusing on consumer choice, flavor and individuality, the non-RTD segment may have found a way to change conceptions around the segment.”
The Kolibri range is comprised of three flavors—Elderflower & Lime, Strawberry & Basil and Cardamom & Chilli. The glass bottle is, on average, made from 30% recycled material. The products are currently available in the UK at Gaucho Restaurants, M Restaurants and Champneys Hotels.