The consumption of fresh apples is falling in Europe. We are losing consumers every single year. Revitalising the apple section and the range of apples offered is becoming essential.
And so Blue Whale® has aimed to understand consumers around the world, as well as their expectations in terms of both products and the buying experience. ‘This understanding is key to revitalising consumption’, says Christelle Bertin, Director of Marketing & Communication at Blue Whale®. ‘We are the recommended apple partner’, she adds. ‘In order to develop our knowledge of consumers and understand their expectations, we’ve been carrying out large-scale studies since 2022 in France and in several other countries around the world with MarketSense.’
Blue Whale® has taken its learnings head on — there are 3 main reasons why consumers have moved away from eating apples:
- Disappointing experiences in terms of taste and texture.
- The trivialisation of apples and a desire to turn to other types of fruit.
- Diverse consumer profiles with different expectations that need to be met.
‘There are around a hundred varieties on the world apple market and over 70 varieties branded through clubs,’ explains Christelle Bertin. ‘Not all these varieties will be successful. However, a wide range on the shelf can strengthen the department if a consumer approach is prioritised.’
Drawing on what it has learnt and its consumer-centred approach after studying and gaining an understanding of what consumers want, Blue Whale® has reworked how it offers assortments to customers.
‘Our offer, which is relevant from a taste and organoleptic perspective, goes hand in hand with activation work both inside and outside the point of sale. It’s a winning combination for reaching the hearts of consumers!’ explains Pauline Planté, Head of Marketing France at Blue Whale®. ‘Five major consumer profiles have been updated in France with special expectations regarding apples: from diet addicts to gourmet foodies looking for sensory pleasure, as well as no-nonsense families. Cross-referencing certain consumption data from the Kantar panel has led to some truly interesting findings. For example, our all-new CANDINE is a sweet, crunchy and juicy variety, which is very well suited to the expectations of young consumers who are looking for a tasty apple that’s ideal for snacking’, she points out.
The categorical approach suggested by Blue Whale® has been test-implemented at Leclerc for two months at some of its locations. The assortment recommended by the chain has been set up according to taste, with clear and attractive shelf markings to encourage shoppers to browse the range and discover new varieties. The average department shopping basket has increased, with the most popular innovations outperforming the rest. ‘We’ve got proof it works! A 46 % jump in revenue in the apple category!’ Christelle Bertin further explains, ‘The different varieties bring additional benefits to the department and meet different consumer expectations.’
Pauline Planté adds, ‘We’ve developed APPLE management expertise and are offering a 12-month global assortment to our French medium-to-large-sized supermarket customers to get their entire departments to perform better by satisfying consumers and boosting sales. We don’t just offer our varieties to push our volumes. We’re concerned about the entire department and include our competitors’ offers in our recommendations.’
To better highlight the offer, Blue Whale® has developed and deployed POS advertising in the department to guide consumers’ buying choices. ‘We’ve updated the main consumer choice criteria: 1) taste 2) uses and expectations for apples,’ she says.
Tractor, in partnership with HowGood, launched the Organic Impact Tracker in 2023, becoming the first beverage brand to track and disclose impact data about its ingredients.
Tractor Beverage Company, the trailblazing pioneer of Certified Organic, Non-GMO beverages exclusively for the food service sector, and HowGood, a sustainability intelligence platform with the world’s largest ingredient sustainability database, are proud to have been recognised by Fast Company’s 2024 World Changing Ideas Awards for the Organic Impact Tracker.
In 2023, Tractor and HowGood partnered to release the Organic Impact Tracker, a sustainability impact tracker that uses five metrics to quantify the benefit of sourcing organic ingredients versus their conventional counterparts: synthetic pesticides avoided, organic land supported, carbon emissions avoided, water saved, and improved soil health. As the first and only organic company dedicated to food service, Tractor is also the only company in the world to track Synthetic Pesticides Avoided as part of its impact reporting.
“We’re honored by Fast Company’s recognition of our achievement,” stated Kevin Sherman, CEO of Tractor Beverage Company. “Over the past year, Tractor has steered clear of 34 tons of synthetic pesticides, a significant step towards leaving a better world for future generations. With HowGood’s assistance, we’re setting a new bar for accountability and transparency in the food and beverage industry and demonstrating our commitment to prioritising people and the planet over pesticides.”
HowGood supports food and beverage companies across the value chain to measure, manage, and communicate their sustainability impact. Tractor’s Organic Impact Tracker is powered by HowGood’s calculations, drawing from a database of over 90,000 agricultural emission factors.
Through their Fast Company award-winning Organic Impact Tracker (OIT), HowGood and Tractor have empowered Tractor’s Pouring Partners and consumers to have a global impact. In 2023 alone, Tractor:
- Avoided 729.4 tons of carbon emissions
- Supported 3882.9 acres of organic land
- Saved 187,453.3 gallons of water
- Contributed to 3882.9 acres of improved soil health
- Avoided 34.04 tons of synthetic pesticides
“Now more than ever, it’s important that companies at every stage of the food value chain are collaborating to achieve impact reduction goals,” said Alexander Gillett, CEO of HowGood. “Partnering with Tractor to power their trailblazing sustainability transparency has made it possible for restaurants and consumers to make informed, responsible sourcing decisions. We applaud Tractor’s innovative approach to sustainability and are honored to have provided the model and calculations to make it possible.”
HowGood powers sustainability transparency across the food industry, working with food and beverage companies to calculate and share their impact data, drive impact reduction for carbon, water, biodiversity, and more, and make verified sustainability marketing claims. One of HowGood’s customers, Chipotle, has leveraged HowGood’s ingredient-level data in their “Real Foodprint” menu feature, demonstrating radical transparency in their public communications.
Since 2020, Tractor has also partnered with Chipotle to pour drinks that serve a purpose. Beyond pouring certified organic drinks, Chipotle donates 5 % of profits from Tractor Beverage sales to support farmers.
“We are proud to partner with Tractor Beverages, a company that offers delicious, all-natural drinks and shares our commitment to using real ingredients while supporting the farming community,” says Chris Brandt, Chief Brand Officer at Chipotle. “Organisations like HowGood and Tractor are helping to create lasting change throughout the food system, and we applaud their transparency as a means to drive progress.”
About Tractor Beverage Company
Tractor Beverage Company is revolutionising the beverage station as the first and only USDA Organic Certified, Non-GMO full-line beverage solution for food service. Farmer-founded and employee-owned, the team is on a mission to create a cleaner, healthier planet, one drink at a time. 136 million+ Tractor drinks are served annually in more than 7,500 locations across 50 states in the US, with a portfolio of 25 uniquely flavoured Certified Organic and Non-GMO craft refreshers, lemonades, and premium craft sodas as well as organic frozen and organic mixology. Tractor’s thoughtfully crafted drinks feature clean ingredients that deliver on taste, functionality, and experience, without any of the bad stuff. Tractor is the first beverage brand to track and disclose impact data about its ingredients through the Organic Impact Tracker, quantifying the benefit of sourcing organic versus conventional ingredients. The company was included on the 2023 and 2022 Inc. 5000 lists of America’s fastest-growing private companies, and on Fast Company’s 2021 list of the world’s Most Innovative Companies.
About HowGood
HowGood is an independent research company and SaaS Sustainability Intelligence platform with the world’s largest database on food product sustainability. With more than 90,000 agricultural emissions factors, HowGood helps leading brands, suppliers, retailers and restaurants to measure, reduce, and communicate their environmental and social impact. Through in-depth, ingredient-level insights into factors like greenhouse gas emissions, biodiversity, labor risk, animal welfare, and other key impacts, HowGood’s data power strategic decision-making for the sourcing, manufacturing, merchandising, and marketing of sustainable products.
Döhler, a global provider of natural ingredients, ingredient systems and integrated solutions, and Vertosa, the market-leading infusion technology company for cannabis and hemp products, announce a strategic research and development partnership for the food, beverage and nutrition industries. This partnership is set to spark a new wave of innovative life science products in the beverage sector.
While Vertosa will continue to handle its category leading Cannabis and Hemp infusions, Döhler will develop natural ingredients and ingredient blends to complement Vertosa’s offering. Those blends can contain everything from natural flavours, natural colours, juices, botanical extracts to sweetening solutions. Under the terms of the partnership, Vertosa will benefit from Döhler’s research, development and application expertise and its vast experience in the beverage space. This partnership will give Vertosa access to Döhler’s prime product portfolio and technologies to co-develop innovative beverage formulations and proprietary infusion technologies for successful lifestyle beverages.
Benjamin Larson, CEO of Vertosa, expressed enthusiasm about the partnership: “Through Döhler’s partnership, we’re not only gaining a treasury of knowledge but also the capabilities to co-create intellectual property that brings success for customers with a new range of life science beverages. This union is about more than innovation; it’s about setting the gold standard for what cannabis beverages can and should be.”
The collaboration includes an investment from Döhler Ventures, the company’s entrepreneurial investor, focused on startups within the global Nutrition & Technology ecosystem. Dr. Sebastian Dreher from Döhler Ventures adds, “We’re thrilled to support this collaboration. The investment reflects the long-term commitment to both the relationship and product categories, being driven by Vertosa’s professional management, thought leadership and market momentum.”
Both companies envision this partnership as a pioneering step toward a robust future for a new generation of life science beverages and beyond, combining Döhler’s global reach and natural ingredient and application expertise with Vertosa’s leading infusion technologies.
Paul Graham, CEO Döhler North America, emphasises, “Teaming up with Vertosa is a game-changer, propelling the market trend to new heights. By combining our expertise in natural ingredients with Vertosa’s infusion technology, we’re not just innovating, we’re leading the way together. It’s real, it’s authentic and it’s a step into a future where we explore the possibilities for enhanced and better drinks. We can’t wait for what is coming and we know it will be successful both ways.”
This collaboration is expected to elevate product development to new standards, offering consumers enhanced sensory experiences and supporting the rapid expansion of the cannabis and hemp ingredients in the beverage industry.
Symrise AG has signed a minority investment agreement with Bonumose. The early-stage food ingredient manufacturer specialises in the affordable production of delicious, good-for-you rare monosaccharides (alternatives to sucrose) such as tagatose and allulose. With this strategic transaction, Symrise will accelerate growth in its sugar reduction initiatives. The area represents a high-priority focus for the North America region within the Taste, Nutrition & Health segment.
“This exciting investment forges a strategic partnership. It will enhance our flavour and taste balancing technologies with Bonumose’s innovative and economical tagatose and other alternative sweetening solutions. Combining our technologies, will enable us to offer our customers new pathways to sugar reduction and taste balancing solutions. In turn, this will allow them to reduce sugar while optimising the taste of better-for-you products for their consumers. This applies especially in the beverage and ice-cream categories. Health forms a growing focus category for Symrise. With the support of Bonumose’s enzymatic expertise, we can bring novel and disrupting ingredients to the marketplace together”, said Nick Russell, Senior Vice President – Business Incubation Group, Symrise AG.
Bonumose opened a new R&D facility and manufacturing plant earlier this year. The facility allows for quality, consistent, and economic production of their growing portfolio of sugar alternatives. Bonumose was founded in 2016 as a start-up. It continues to grow thanks to their patented enzymatic technology. This allows for the sustainable bulk production of healthy ingredients from globally-abundant plant material.
Ed Rogers, Bonumose Chief Executive Officer and Co-Founder, said: “We feel enthusiastic about the future and the growth that the investment and partnership with Symrise enables. Now, we are coupling our expertise in tagatose and other naturally-occurring sugar alternatives with the extensive Symrise flavour proficiency and expansive portfolio across multiple platforms in both human food and animal nutrition. This creates the opportunity to offer unique value to customers. The strength of Symrise as an augmented flavour house paired with Bonumose’s patented enzymatic technology will enable cutting edge solutions to sugar reduction.”
Costain is working with Dwr Cymru Welsh Water, Wales and West Utilities and food and drink manufacturer Princes Group on a feasibility study to produce hydrogen from biogas from the Cardiff East Waste Water Treatment Works that willfuel boilersto provide heat for fruit juice pasteurisation.
The programme is funded through the Department for Business, Energy and Industrial Strategy’s (BEIS)£1 billion Net Zero Innovation Portfolio, which aims to accelerate the commercialisation of innovative clean energy technologies and processes through the 2020s and 2030s.
The H2Juice project has been awarded £372,931 of funding from the BEIS£26 million Industrial Hydrogen Accelerator Programme (Stream 2A), to demonstrate the feasibility of end-to-end industrial fuel switching to hydrogen. The study will take five months with the possibility to awarded further funding in the subsequent Stream 2B, to conduct further engineering and a demonstrator.
The feasibility study will also investigate the ability to utilise different blends of hydrogen with natural gas, enabling the transition to fuel switching and demonstration of system flexibility.
Costain Energy Sector Director, Matt Browell-Hook, said “I’m delighted that our H2Juice project has been selected under the Government’s hydrogen accelerator programme. Costain has been active for a number of years in the development of hydrogen schemes across the UK and this recent award is a great reflection of the hard work our energy teams have been involved in.”
This project builds on a similar study carried out with Welsh Water to evaluate the feasibility of converting waste gases from the sewage treatment process to produce fuel grade hydrogen, which could power local fleet vehicles.
SIG opens next round of SIGCUBATOR applications
With start-up companies already benefitting from SIG’s SIGCUBATOR accelerator program, SIG is once again offering new food and beverage innovators an amazing no-strings opportunity to get their exciting new product idea to market. Interested start-ups can apply now at no cost via www.sigcubator.com until 28 February 2022.
This is the fourth time SIG has opened-up its SIGCUBATOR accelerator program to forward-thinking food and drink start-ups and small businesses, eager to partner with SIG at no cost or obligation, to help launch their products. It is these small entrepreneurial start-ups who are increasingly driving industry innovation and value creation. However, many don’t have the volume to produce big batches with co-packers or the expertise and financial ability to invest in their own production plant. This is where SIG can offer an incredible opportunity.
SIGCUBATOR takes innovative start-up ideas on a ‘consumer-centric’ journey, from testing prototypes in SIG’s test centre in Germany, through to a successful launch to market. SIG is there to help at every step, giving expert advice, consumer-focused insights, and access to its extensive global network within the food and beverage industry.
SIG partnering with start-ups and co-manufacturers brings opportunities to all three parties: SIG’s expertise, filling capabilities, and industry network help talented start-ups launch innovative concepts, which can then be commercially filled at one of SIG’s co-packing partners. This creates space for further innovation to assure a speedy launch to market. For co-packers, such partnerships help them enter and experience new and attractive beverage categories and grow these innovative segments in the future. For SIG, working together with forward-thinking food and beverage start-ups is key to driving innovation and value creation.
Food and drink start-ups can apply now at www.sigcubator.com. All ideas are welcome – as the famous saying goes “mighty oaks from little acorns grow”. SIG can also be contacted directly at sigcubator@sig.biz after the closing date.
