03
2013
no.
JUICE
S P E C I A L
2
In this issue
By The Industry – For The Industry
4
Juicing Up For The Recovery
7
Powerful Platform For Growth
10
REWE Volumes Are Growing
12
Cracking New Look For Cracker Juice Drinks
14
Beet It Hits UK Shelves In Pure-Pak® Cartons
16
Wesergold – A Success Story
18
Fruitapeel ­Launches First Aseptic Pure-Pak® Cartons For Juice In UK 20
Albi To Premiumize Packaging
22
First UK Carton Recycling Facility Opens
24
The Power Of Climate Savers
26
Published by Elopak AS Group Headquarters. Postbox 418 Skøyen, 0213 Oslo, Norway.
Tel: +47 31 27 10 00, Fax: +47 31 27 15 00
Editorial Team: Jutta Pinnerød, Ingrid Lille Thorsen and Stephanie Sergeant (Research)
Design: LEO
October 2013
Juice Special – ELOTALK NO. 3 | 3 |
| Elotalk Feature |
By the Industry
– For the Industry
The story behind the first Juice Summit
“Get involved in your industry” is one
of the main messages from the European
Fruit Juice Industry Association (AIJN).
The Association, founded in 1958,
represents the EU juice industry,
defending and promoting the interests
of both processors and packers.
It is a message set to be repeated at
the first ever Juice Summit by Andrew
Biles, AIJN President. Andrew, along
with AIJN General Secretary Jan
Hermans, spoke to Elotalk, about the
story behind the summit, its objectives
and their aspirations for the event.
"In 2008 the AIJN organized a big
symposium to celebrate its 50th
anniversary. Following the success of
this one day event we added a
business session onto our annual
summer general assembly which was
opened to all companies active in the
juice industry. The annual business
sessions became increasingly popular
year-by-year and the logical step was
to turn these sessions into a full Juice
Summit,” explains Jan Hermans.
4
“The Juice Summit is powered by
AIJN but co-organised with IFU International Federation of Fruit
Juice Producers, SGF – Sure-GlobalFair, and EQCS – European Quality
Control System. It is important to
mention that we work closely
together and they have contributed
significantly to content and structure,”
adds Andrew Biles.
“The main objectives of the Juice
Summit is to bring the industry
together and to create a forum where
all stakeholders, whether they are
bottlers, growers, raw material or
packaging suppliers or from the
European Commission, can come
together and discuss trends, opportunities and challenges for the juice
industry - and what to expect over the
next 12 months,” continues Andrew.
“With our members including the
national associations of 18 member
countries, the AIJN is the voice of the
industry at EU level. As such we
attract the major decision makers in
the industry and you don’t often see
that with other industry events.
Additionally by having three coorganizing associations we also
involve their membership in the event
which for example in the case of the
SGF brings in worldwide raw material
suppliers,” says Jan.
“The AIJN has represented the EU
fruit juice industry for 54 years –
therefore this event is organised by the
industry - and for the sole benefit of
the industry. Also remember that the
AIJN is a non-profit organisation, any
surplus we eventually make is put
right back either into the summit itself
or into industry projects,” Andrew
mentions.
Andrew Biles explains how the agenda
is devised: “A group of industry leaders
– the AIJN board of directors determined the program. It is very
much based on what the Association is
working on now – the needs and
challenges of the industry. We have tried
to cover everything from ‘crop to glass’.
Juice summit, Brussels 01.–02. october 2013
| Elotalk Feature |
We were clear that the agenda has to
reflect what is actually happening now in
the industry because our delegates are
not coming for a history lesson!”
Jan adds: “There is a strong focus on
market conditions, trends, legislation
and sustainability and of course on
the opportunities to promote the
consumption of our products.”
Jan Hemans describes the rationale
behind the post-summit seminar: The
Fruit Juice CSR Platform: “Corporate
Social Responsibility is one of the
major challenges the industry has to
face right now. The Platform’s main
goal is to give greater visibility of CSR
activities by individual companies
and to inspire and encourage good
practice by all juice stakeholders.
“This is an integral part of the
conference, and also demonstrates to
policy makers in Brussels how the
juice industry understands the
importance of responsibility and
sustainability. It will certainly stay on
the agenda in the future,” he adds.
“The CSR session was put together
with, approved by and partly funded by
the EU. So this is a good example of
the AIJN bringing together the industry
and the Commission on focussed
projects and good practice,” states
Andrew.
“I hope that by raising awareness of
the topics at the core of the industry
and what we have to collectively do,
people will realise that being part of an
association and its common efforts is
a clear benefit,” details Jan.
“Get involved in your industry and
support it. I often use a JFK inspired
phrase: “Ask not what your industry
can do for you but what you can do for
it,” adds Andrew.
“There will be a second Summit. We
are dealing with naturally evolving
products and markets. There will be
new opportunities every year. We will
announce details of the 2014 Summit
shortly,” confirms AIJN President
Andrew Biles.
“We welcome feedback as we have
some ideas for the next summit such
as including a technical session. We
will expand and adapt according to
what people tell us. Please send
feedback to [email protected],” concludes
AIJN General Secretary Jan Hermans.
“The Juice Summit is an ideal forum
to gain insight into market trends and
to bring the industry together,” adds
Astrid Näscher, Marketing Director
Region Europe. “Elopak is pleased to
be a key sponsor of the Juice Summit
and is looking forward to meeting our
customers, juice partners and
industry peers in Brussels. It is
important for Elopak that we continue
to support the juice industry with the
best packaging concepts in terms of
functionality and innovation to enable
our customers to grow their brands;
but more importantly to bring healthy,
nutritious
and
delicious
juice
products to the consumer - safely and
conveniently.”
Facts
Andrew Biles, AIJN President
AIJN is the abbreviation of the
original name of the European Fruit
Juice Association: Association de
l’industrie des jus et nectars de
fruits et de legumes de l’Union
Europeenne. The Association has
kept the AIJN abbreviation because
it is so well known and established
with stakeholders and within the
European Commission.
Juice Special – ELOTALK NO. 3 | 5 |
| AD
Trend
|
Feature |
6
| TREND FEATURE |
‹‹
The key thing is the volatility which,
alongside extreme weather patterns
creates uncertainty for all companies in the
supply chain.››
Dominic Cakebread, Canadean’s Director of Packaging Services
Juicing up
for the recovery
As the first signs of economic recovery show in Europe,
Elotalk spoke to Canadean’s Director of Packaging Services, Dominic Cakebread,
to get a snapshot on juice in 2013 and an outlook to 2014 and beyond.
“The overriding influence since 2008 has been the poorer economic conditions, resulting in juice consumption in many
European markets being at best flat creating increased competition, lower margins and intense pressure on packaging
to deliver brand differentiation at reduced cost. Only now are we beginning to see the early shoots of recovery, so for the
moment the key trends of the past few years, persist,” explains Dominic Cakebread.
Economic Factors
Juice, like any other industry, has been at the mercy of economic factors and Mother Nature:
• Oil prices continue to affect choice of packaging and processing with pack types that use a higher percentage of oil
such as PET bottles affected most directly
• The low forecast for the 2012-13 orange crop – 2-3% below previous year: Orange price rises resulting in fruit mix
variations which consumers are demanding more of
• The lower bearing tree count and the smaller predicted orange crops in Florida will put a strain on Brazil’s supply: this
will keep prices high for the Europe which imports 80% of its raw materials from Brazil
• Extreme weather in many parts of Europe in 2012 had a negative impact on juice consumption
“It is not so much rising prices and poorer economics that cause problems; these factors are manageable if they are
monitored closely and companies respond accordingly. The key thing is the volatility which, alongside extreme weather
patterns creates uncertainty for all companies in the supply chain.”
Juice Special – ELOTALK NO. 3 | 7 |
| Trend Feature |
100%
90%
80%
70%
60%
FROM CONCENTRATE VS.
VOLUME M LITRES
From Concentrate
Not from Concentrate
TOTAL
NFC Share
2008
14 749 1 689 16 438 10,3%
2009
14 051 1 685 15 736 10,7%
NOT FROM CONCENTRATE
2010
14 003 1 714 15 717 10,9%
2011
13 462 1 840 15 302 12,0%
2012
12 795 1 903 14 699 12,9%
2013F
12 487
1 931
14 418
13,4%
50%
40%
30%
20%
10%
0%
2013
FROM CONCENTRATE
NOT FROM CONCENTRATE
Consumer Drivers
From the perspective of the consumer, although priorities
may have changed, the long term consumer-side drivers
(such as smaller average household sizes, increased
urbanisation, more working women, greater mobility,
less-formal consumption occasions and ageing
population structures), have continued to exert an
important influence.
In Dominic’s view “The underlying consumer-side drivers
have not fundamentally changed – they have just been
tempered by the poorer economic conditions, pushing
cost to the fore as consumers have become more selective
and price-sensitive.”
Evidence of these drivers can be seen in juice
consumption trends:
• Health & Wellness remains of growing importance, but
consumers seek better value for money by buying more
through discounters or private label products
• Concerns about sugar have brought about more
low-sugar, lighter juices containing ‘natural’ sweeteners
• Increased urbanization and mobility means trends
toward on-the-go consumption have continued unabated
• Cheaper concentrates (dilutables) and mixed flavour
juices have grown, as consumers look for greater choice
and savings
• Some European consumers are choosing ‘value’ over
‘volume’ by buying lower volumes of premium NFC juice
“In the From Concentrate (FC) vs. Not From Concentrate
(NFC) contest the boundaries remain blurred but
consumers are now becoming more aware of the
differences,” says Dominic “There is a shift towards NFC
8
because
consumers
still
want
promotional activity has also helped
relative price,” adds Dominic.
quality
and
to lower their
100%
What’s next for private label vs. brand?
90%
The proliferation of private label ranges has been a stand-out
trend during the economic
80%downturn. Initially driven by
the response of the supermarkets chains to rising
70%
competition from the discounters, more recently this has
prompted a response from
the branded suppliers.
60%
50%
“Although private label growth varies, many consumers
40%
have got used to buying
retailer own-brands in recent
years , so as the economy revives the key question is will
30%
consumers return to brands?” asks Dominic.
20%
“Over time it looks like private label will continue to gain
10%
share in-line with modern retailing, nevertheless the
opportunity is certainly 0%
there for brands as well and
especially now.”
2013
Packs & Sizes
BRANDED
All of these issues have an important influence on
PRIVATE LABEL
packaging. In terms of pack sizes for example, there is
continued polarisation:
• On the one hand we have seen a rise in demand for
large bulk family packs as consumers seek greater
value for money and change their shopping habits and
loyalties
• On the other hand we see a rise in smaller packs both
as a result of more ‘on the go’ consumption and a pack
downsizing trend in some of the worst hit European
markets
2013
| TREND FEATURE |
FROM CONCENTRATE
NOT FROM CONCENTRATE
100%
90%
80%
70%
60%
50%
BRANDED VS.
VOLUME M LITRES
Branded
Private Label
TOTAL
PL Share
PRIVATE LABEL
2008
11 489 4 950 16 438 30,1%
2009
10 554 5 178 15 736 32,9%
2010
10 500 5 217 15 717 33,2%
40%
2011
10 151 5 150 15 302 33,7%
2012
9 659 5 040 14 699 34,3%
2013F
9 452
4 966
14 418
34,4%
30%
20%
10%
0%
2013
BRANDED
PRIVATE LABEL
Convenience & Environment
• Demand for more convenience and functionality
(e.g. resealability, portability & better sealing, pouring
and handling versatility) for on-the-go products
• The rising number of branded and private label ranges
creating demand for more distinctive shapes, sizes and
features
• Cost - ‘more for less’
• Environmentally friendly packaging
“These drivers are much the same as always, the big
difference now is that packaging companies are expected to
deliver all these “added value” features for virtually no extra
cost – ‘more for the same (or less),” says Dominic.
This is manifested most clearly in prevailing ‘light-weighting’
trend – where all packs are being redesigned to use fewer
materials to reduce costs and bring environmental benefits.
Outlook
“Combined with flat consumption, the cumulative
pressure on packaging margins has been enormous, but
as markets bounce back packaging companies should see
and seek more opportunities,” confirms Dominic.
“The proliferation of pack sizes and shapes is a feature of
developed markets and we may see more as markets
fragment and as interest in different pack formats
increases. This trend favours packaging suppliers who
can be flexible in their filling with speedy and easy pack
size changes.
“I also expect to see more brand concepts tied in with
‘naturalness’ - matching sustainability, health and ethical
issues,” explains Dominic. “The influence of the
environment will also increase due to marketing and
pressure from retailers, brand owners and their packaging
suppliers. This only shows signs of amplifying within a
recovery.”
Elopak’s Director Market Intelligence, Uwe Tews adds:
“The juice industry over the next few years will remain
focussed on costs – optimization of costs to improve
margins through lightweight packs, new product
formulations, pack sizes and promotions.
“Even in times of economic insecurity we see a trend
towards NFC juices. But consumers are not willing to pay
more and so price has to deliver value for money. Now that
the difference in costs of raw materials between FC and
NFC has reduced, NFC can offer a more competitive price.
“There is a demand for packaging that supports NFC
premium appeal. Consumer research shows the gable top
carton scoring highest in terms of quality and naturalness
compared to other cartons and PET bottles.”
➼ For more information about trends and market
development, please take contact with Director Market
Intelligence Uwe Tews at Elopak Headquarters in Norway;
[email protected]
Source: Canadean Geographic Coverage
West Europe (16) Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK
EAST EUROPE (18) Belarus, Bosnia, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Serbia, Slovak Republic,
Slovenia, Turkey, Ukraine
Juice Special – ELOTALK NO. 3 | 9 |
| Technology Update |
Powerful platform
for growth
Pure-Pak® Advanced Machine for Aseptic filling
Elopak has developed a new advanced machine platform for the filling of aseptic
products. Utilizing on their in-house expertise and resources, the new
filling machine platform features a unique modular design for exceptional
flexibility in installation, operation and maintenance.
The first machine was validated at
the Elopak Technology Center in
Spikkestad, Norway. Further machine
production will take place at Elopak’s
new state-of-the-art manufacturing
plant in Mönchengladbach, Germany.
This new site was opened in 2011
and consists of an office section
of 1850 sqm which is directly
connected to the manufacturing
hall of 4500 sqm. The impressive
building will be the location for the
further development, assembly and
construction of the new Pure-Pak®
Advanced filling machine (PPA).
10
The machine is engineered to
guarantee
maximum
hygiene
throughout the entire filling process
whilst maintaining the flexibility
needed to respond to dynamic market
changes. With a high speed capacity,
filling up to 12,000 cartons per hour,
this state-of-the-art technology offers
highly efficient and full aseptic filling
for juices in ambient distribution.
The new machine gives the possibility
to fill multiple Pure-Pak® carton sizes
and configurations. It also offers
a short automatic size change­over
time of two minutes only.
The Pure-Pak® Advanced filling
machine has been designed
with an improved environmental
performance with less water and
energy consumption and minimal
product waste.
“With this new technology platform
Elopak pursues the strategy of highlyfunctional packaging concepts,”
says Elopak Executive Vice President
Equipment Supply Ole Tjeldflåt.
“It offers juice producers convenient
and
cost–attractive
packaging
solutions for their products.”
| Technology Update |
Facts
High machine output:
• Capacity: up to 12,000 packs/hour
Optimum space utilisation:
• Semi-automatic blanks feeding
• Integrated cap applicator
• Small aseptic chamber
• Fully automated cleaning system
High flexibility:
• Flexible change in design (i.E. Curve/non-curve)
• Short automatic changeover time (max 2 min.)
in sizes (3 arbritary, preset positions 500 ml,
750 ml, 1,000 ml)
• Possible on running machine
• No change of parts
Minimal manpower required:
• Machine operation with 1 person,
trained by elopak
• Semi-automatic sleeve feed magazine
with 20 min. buffer
Low service, utility consumption
and operating costs
Improved environmental performance:
• Less water and energy consumption
• Less product waste
Integrated control cabinet:
• Complete data recording
MORE ACCURATE CAP SEALING:
• Due to integrated cap applicator with
ultrasonic welding
➼ For more information about Pure-Pak® Advanced filling
machine contact Director Marketing Region Europe & Mediterranean Astrid Näscher; [email protected]. Juice Special – ELOTALK NO. 3 | 11 |
| Product News |
REWE
VOLUMES ARE GROWING
The most recent GFK figures point to a decline for juices and juice drinks in the
German market for the first half of 2013. However, contrary to this,
REWE volumes are growing. This is a result of an increasing number of stores,
the new positioning with its strong focus on quality, price and variety, and the new
optimized carton packaging.
12
| Product News |
REWE Bio
– Only best ingredients
REWE Beste Wahl
– Making shopping easy
Having packaged its REWE Bio fresh milk in 1 litre
Pure-Pak® cartons for many years, REWE re-launched its
organic juice range of 8 flavours in the 1 litre Pure-Pak®
Diamond Curve carton at the beginning of 2012.
The re-launch of REWE’s own brand the ”REWE Beste
Wahl” (Best Choice) range was accompanied by a new and
different carton packaging concept.
According to REWE; “The gable top carton offers the
perfect brand fit for our organic products because it
reflects naturalness, sustainability and freshness as
well as its premium image. Add to that the outstanding
functionality of the package with easy opening, easy
pouring plus re-closing and you have consumer friendly
packaging with high convenience.”
REWE’s extensive organic range includes approximately
350 different products with national distribution in almost
all 3.300 German REWE stores.
Facts
REWE Group
REWE supermarkets are part of the REWE Group, one
of the leading trading companies in Europe. It is the third
largest European food retailer operating nearly 15,500
stores throughout Europe. More than 327,600 employees
work for the REWE Group, producing an annual turnover of
nearly 49,7 billion Euros. In the German market it has a total
turn­
over of 36 billion Euros and 226,000 employees.
Since its foundation in 1927, the co-operative Group has
developed through sustainable and long-term growth.
”With its large ”Beste Wahl” range REWE offers the high
quality of well known brands but at lower prices. By the end
of 2013 more than 850 food products will be switched from
the existing REWE quality brand to ”REWE Beste Wahl” range.
Since early 2013 the entire NFC juice range of 7 varieties
has been re-packaged in 1 litre Pure-Pak® Diamond Curve
cartons, with new flavours added.
A new emotional design gives better brand recognition
on-shelf and is further enhanced by the new packaging
style. Clearly branded with the central square logo,
the new design features an eye-catching pattern and
the Curve of the gable top carton offers an additional
attention-grabbing feature to shoppers.
According to the slogan ”Making shopping easy” the new
carton packaging offers more convenience: the big screw
cap guarantees easy pouring and handling for the end
consumer, and is in-line with the latest ”simplify life” trend.
➼ For more information about customer and market,
please take contact with Sales and Retail Manager
Petra Decker at our office in Speyer, Germany;
[email protected]
Juice Special – ELOTALK NO. 3 | 13 |
| Product News |
Cracking New Look for
Cracker Juice Drinks
With its refreshing take on flavours and focus on quality fruit, Cracker Drinks Co. has
enjoyed compound double-digit growth over the last few years*.
May 2013 saw yet further ­development with a new-look
range of fruit juice drinks in 1 litre Pure-Pak® Curve cartons
making its mark on Britain’s ambient shelves. This is the
UK’s first aseptic, gable top juice to be filled on home soil.
Using the strap line, ‘Blended to perfection’, the company
prides itself on blending delicious crushed fruits with water to
give consumers the perfect fruity juice drink.
All juice varieties are not-from-concentrate and are
packaged in 1 litre Pure-Pak® Curve cartons. Described
as ‘all-natural’, they contain no artificial colours,
flavours or preservatives and are labelled as suitable for
vege­tarians and vegans.
Shorter way to the shelves
Of note within the industry is that these are the very first
products to roll off the UK’s only aseptic, gable-top filling
line for juice, opened in May at Fruitapeel, in ­Llantrisant,
Wales.
14
Fruitapeel, one of the UK’s fastest growing ­producers of
own label, branded juices and smoothies, fills ­Cracker’s
range of five juice-drink products, two juice products,
‘Cranberry’ and ‘Still & Cloudy lemonade’ on an Elopak
S-PS80 High Aseptic filling machine. Volumes are expected
to reach six million cartons per annum.
Having previously filled in Germany, The Cracker Drinks
Co. outlined its desire to shorten the supply chain to
Elopak, who introduced Fruitapeel as a co-packer. “To
date, aseptic juice producers had to go outside mainland
UK for gable top,” says Fruitapeel’s Managing
Director, Terry Haigh. “Cracker saw the logistical
benefits, both cost and environmental, and the opportunities
of British-based production.”
“For Elopak, it was important to establish a UK filling
­facility for ambient juice,” adds Michaela Schaller, Sales
Manager Elopak UK Ltd. “The determination of Cracker
to bring production to its home market made a business
| Product News |
plan possible. With the Fruitapeel line, our customers can
significantly reduce both their costs and carbon footprints,
opening up opportunities for market.”
The ‘Cracker Pack’
Cracker Drinks were first filled in Elopak 1 litre Pure-Pak®
cartons three years ago. “We have become strategically
tied to the Elopak carton; nicknamed the ‘Cracker Pack’
which portrays our ‘fruit and refreshment’ message
perfectly and is now synonymous with the brand,” continues​
Gavin Cox, Managing Director of the Cracker Drinks Co.
Production of Cracker Drinks in Pure-Pak® Curve cartons
began in April, with products on-shelf across all of the
UK’s main multiple retailers, plus the pub and restaurant
trade, in May 2013.
Source: The Grocer, 2 June 2012, New Cracker
Drinks MD Gavin Cox says ‘we can treble the business’,
Vince ­Bamford. (http://www.thegrocer.co.uk/people/
people-news/new-cracker-drinks-md-cox-we-can-­
treble-the-business/229637.article#.UWve8LWsiSp)
*
The added curved panel was chosen to give a different
look to the pack. “You have to do something different to be
noticed and our research demonstrated an overwhelming
response from consumers and trade buyers who
welcomed the Pure-Pak® Curve. It brings a premium point
of difference to the ambient shelves,” says Gavin.
“By introducing a new gable top shape, with a new design
that maximizes the Curve® feature and the fresh image
of the Pure-Pak® carton, the Cracker brand brings the
impetus required to revive the ambient juice category,”
adds Michaela.
The new pack forms part of a comprehensive brand review
by Cracker Drinks. The subsequent relaunch will include
Cracker’s first social media campaign and PR activities to
drive brand awareness.
Facts
The new-look range includes; ‘Pineapple, Guava &
Lime’, ‘Mango & Passion fruit’, ‘Apple & Lychee’, ‘Apple,
Strawberry & Cranberry’, ‘Blueberry & Blackberry’, ‘Still &
Cloudy L
­ emonade’, and ‘Cranberry’.
Juice Special – ELOTALK NO. 3 | 15 |
| Product News |
‹‹
16
Beetroot juice has taken the sporting world
by storm It is a great tasting product – made
with 90% Beetroot and 10% fresh apple juice. ››
| Product News |
Beet IT hits UK shelves
in Pure-Pak® cartons
In 2012, Elotalk reported on the huge attention that beetroot juice was
attracting from athletes, elite sportspeople and the nutrition industry.
Now, ‘Beet IT’, the UK’s leading beetroot juice brand from James White Company,
hits shelves in Pure-Pak® cartons from September 2013.
Beet IT organic beetroot juice is now available in 1 litre
and 750ml Pure-Pak® cartons and filled on the UK’s first
aseptic juice filling line situated at Fruitapeel’s plant in
Llantristant, Wales.
athletes at the London Olympics and Paralympics
mentioning beetroot juice shots as part of their nutrition
strategies. As demand and sales continue to grow, James
White sees the huge value of a UK packer.
100% Organic
Beetroot juice has taken the sporting world
by storm It is a great tasting product – made
with 90% Beetroot and 10% fresh apple juice.
100% organic, Beet IT is free from artificial
fertilisers and pesticides.
“Pressing more and more of our juice in the UK, it became
vital for us to work with a UK packer. In
addition to substantially reducing transport
costs and CO2 emissions, Fruitapeel pack
into full wrap around cases and palletise
on UK pallets. These issues were critical
for our decision to switch packers. We now
have a UK organic certificate on the pack
which is important for the UK market,” adds
Lawrence Mallinson.
Beet IT is the best-selling brand from James
White Drinks Company which has been
producing fruit and vegetable juice for over
23 years, and is the UK’s first producer
of beetroot juice. The decisions to switch
production location to Fruitapeel in the UK
and switch packaging to Pure-Pak® cartons
had strong foundations and environmental
considerations.
“The gable-top carton is a personal
preference from my New Covent Garden Soup
days – of which I was a founder in 1987,” says
Lawrence Mallinson, Managing Director. “The
pack is a clear indicator of a superior quality
product.”
Sales of beetroot juice have been growing
steadily since the publication of a research
paper by the William Harvey Research Institute in 2008
that demonstrated a clear benefit for blood pressure
from the natural dietary nitrate found in the juice.
Subsequent papers from WHRI and the Univeristy of
Exeter also show benefits of increasing stamina which has
attracted much interest from the elite sports world, with many
Organic Accreditation
“Fruitapeel is delighted to be working with
James White Organic Drinks and began
production of the Beet IT range in August
2013. James White is the second major
brand to partner with Fruitapeel so far this
year and the addition of the Organic Beetroot juice has resulted in Fruitapeel’s carton
facility being awarded Organic status,”
says Fruitapeel’s managing director Terry
Haigh. “Our new aseptic capability along
with the Organic accreditation is helping to
shape new markets as well as driving the
co-packing business in line with our
ambitious growth plans for 2013 and beyond.”
Beet IT is sold across the UK in all leading supermarkets
and health retailers and is exported to Scandinavia and
Australia. It is sold in other packaging formats, in particular as
concentrated beetroot SPORT 7cl shots (0.4g) which have
become a favourite with the sporting elite.
➼ For more information contact Market Unit Manager Clive Brown at the Elopak Office in Manchester;
[email protected] and go to our customers website for more information; www.beet-it.com.
Sources: www.endurancesportsnutritionist.co.uk and www.naturalnews.com
Juice Special – ELOTALK NO. 3 | 17 |
| Product News |
Wesergold
A success story
Elotalk asked Thomas Mertens, Managing Director Supply Chain
riha-Wesergold group about their success, the market and the future.
N
Thomas Mertens,
Managing Director Supply
Chain riha-Wesergold group
early 80 years
ago
Richard
Hartinger sold
his first juice product.
Today the company is
run by the family’s 3rd
generation and is one
of the most successful
players within the
European soft drink
industry. What is its
recipe for success?
Thomas Mertens:
One important factor is that we are still a private
enterprise. All the company’s stocks are held by Mr.
Richard Hartinger junior.
Another part of our success is our broad product portfolio
which enables us to be present across the whole
non-alcoholic market segment from mineral water,
carbonated drinks, Schorles, iced teas, fruit juice drinks,
nectars and juices from concentrate up to NFC juices.
Moreover we have our own raw material processing and
through our own plantations we have direct access to raw
materials; this applies to our continental juices/vegetable
juices such apple, black currant, sour cherry and carrots
as well as for tropical fruits including pineapple and
bananas in Costa Rica, Central America.
Finally we are well established with six production
facilities in Europe which logistically enables us to be
close to markets.
18
efficient way. In addition we follow our existing trade
partners as a supplier of private label brands into new
markets.
Most of your volume is for private label. How do you deal
with the pressure on prices (raw material, energy,
transport), the increasingly price sensitive consumer
and the “best quality on discount level” claim?
The enormous price pressure in combination with the over
capacities in our industry can only be compensated by the
continuous efficiency improvement. In this context it is
very important, especially within European competitive
environment, that the government offers the framework
and conditions (e.g. regarding energy costs) that enable
German production facilities to remain competitive. As
previously mentioned, we secure raw materials partly
through our own processing facilities and are therefore
closer to raw material markets. This is how we also
assure their quality. Furthermore all riha-Wesergold
plants
are
IFS-certified,
14001
environmental
management certified and have recently been certified
within the framework of energy management.
In the first half of 2013 the juice consumption in Germany
declined by 4.8 % compared to 2012. The trend has been
negative for some years with consumers switching to
water and Schorle products. The supposedly high sugar
content of juice is often criticized. Has the juice industry
lost connection with the market? What is being done to
make juice attractive to the new generation?
Since 2003 the per capita consumption in Germany has
consistently decreased, whilst other countries like
Turkey are showing increases. You have production and
sales affiliates in Poland, Spain and Switzerland,
therefore will you focus more on these regions?
You are totally right where the consumption per capita and
generation Y consumption is concerned, our industry has
– especially for products with high juice content - a lot of
work to do. We have to bring the young generation back to
juice. Nowadays the positive aspect of juice such as its
mineral and vitamins content are overlooked with focus on
the fruit based sugar content. Here we clearly need to
work on consumer education.
Our key market is still Europe where there remains room
for further development. It is important for a privately
owned company to use available resources in the most
Our juice is more than just sugar content. Unfortunately
this fact is always negatively highlighted online and in
other media. At association level we are working – with
| Product News |
limited finances- intensively on this subject. For example
we are working with the Brazilian citrus industry on a
health claim for orange juices. In addition we are
discussing various other projects in order to re-vitalize
this market segment.
One measure of course is the Juice Summit in Brussels
organized by the AIJN – European Fruit Juice Association.
This is the event to meet all the most important representatives of our industry and where every Euro of surplus
profit is invested by the AIJN back into the industry.
The riha group is distributing about 500 million litres
of juices p.a., with more exported than in domestic
markets. Your company is also working on regional
concepts – are these credible for the consumer?
We recognize significant changes in consumer behavior.
In general there is a tendency towards carbonated
products on one side, but also products with reduced
calorie content are playing an important role. On the other
hand regional concepts are having success in the juice
market. We will see how this trend will develop.
Packaging is becoming more complex and more factors
influence the choice of materials, format etc. Which
aspects are most important for riha regarding choice of
packaging?
When discussing packaging we have to talk first about the
enormous variety of different containers. The packaging
portfolio of the riha group includes almost all relevant
carton varieties from 0.2 l to 2.0 l sizes. Moreover we cover
the whole product range of PET packaging from 0.2 l up to
2.0 l in both wide and narrow mouth versions, as well as
– even though it is decreasing – glass bottles (returnable
and non-returnable) for different segments.
The requirements for packaging are defined by the
consumer; convenient handling and high degree of
product safety. In summary – the consumer expects
convenience and quality, which also reflects the positive
market development of the gable top cartons from
Elopak within the last few years. Our decision to switch
the complete Wesergold range to gable top carton is
based on the superior convenience advantages. And
finally the various packaging systems are in continuous
competition with each other.
“Elopak has worked in close co-operation with the
riha-group for over ten years. We have key focus on
co-operative collaboration with all our customers – big
and small, says Key Account Manager Dennis Hollmann.
”The closeness to customers, coupled with flexibility of
our filling technology and uniqueness of our packaging
give us ever new possibilities to deliver customized
solutions. Working with a market leader and a forward
thinking organization like the riha-group enables
packaging strategies to reach their potential and
maximize the benefits of the Pure-Pak® carton. We agree
with Mr Mertens that the Juice Summit will establish
itself as the forum for juice business and develop into one
of the industry´s top events.”
➼ For more information about customer and market,
please contact Key Account Manager Dennis Hollmann at
our office in Speyer; [email protected]
Juice Special – ELOTALK NO. 3 | 19 |
| Product News |
Fruitapeel ­launches
first aseptic Pure-Pak® cartons
for juice in UK
Fruitapeel, one of the UK’s fastest growing manufacturers of own-label and branded
juices and smoothies, partnered with Elopak in 2013 to launch the UK’s first Pure-Pak®
aseptic filling line for juice. At a time of continued economic difficulties in Britain,
here is one company delivering investment and growth.
20
| Product News |
“Until now, to fill aseptic juices in Pure-Pak® cartons UK
producers have had to go abroad adding to costs, logistics
and increasing carbon footprints,” explains Fruitapeel’s
Managing Director Terry Haigh. “We have invested in
technology from Elopak that enables the UK production of
aseptic juices and smoothies in Pure-Pak® cartons and
brings business back to Britain.”
An Elopak S-PS80 Aseptic filling machine was installed at
Fruitapeel’s manufacturing site in Llantrisant, Wales in
March 2013 and now provides cartons in 1 litre, 750ml and
500ml sizes; this is in addition to the current ESL (Extended
Shelf Life) format which produces 1 and 2 litre and 250ml
cartons.
Unique technology can open up UK market
“We have a good, established relationship with Elopak and
they have supported us by adapting the new machine to our
needs plus shortening lead and installation times,” adds
Terry. “The machine has the flexibility to fill both aseptic and
chilled products, enabling us to offer more capabilities to
retailers and emerging brands.”
“The machine fills chilled juices with longer life creating
the opportunity for smaller retailers to produce own label
ranges,” explains Terry. “Previous systems only allowed for
large chilled volumes with short shelf life which could lead
to high wastage and logistical nightmares for the smaller
retailers. The capability with the new line, which has
increased speeds of 40% compared to existing chilled filling
lines, is opening up new markets for UK retail.”
The machine is configured with three filling lanes as
opposed to the one-lane machines currently in operation.
“This means we can slow down production for increased
quality control inspection but maintain the volumes,” says
Terry. “The post filling cap application from Elopak for its
Pure-Twist® cap offers added quality and integrity benefits
increasing life.”
Production began in April with the co-packing of Cracker
Drinks juices and smoothies, previously produced in
Germany. “Logistical, cost and environmental benefits are
now uniquely available for UK brands and retailers who
select gable top cartons for chilled, ESL and aseptic juices,”
concludes Terry Haigh.
From nothing to investment, to jobs and
opportunities
Terry Haigh is the driving force behind Fruitapeel, establishing
the company in 2006 as a producer of fruit/confectionary
sauces to the retail and food service sectors. In 2010
Fruitapeel purchased the former Sunjuice carton facility
at Llantrisant and, with the aim of moving into fresh juice,
acquired the Sunjuice fresh fruit juice and smoothies
operation in 2011. Operating primarily as a co-packer,
Fruitapeel customers include many of the UK’s supermarket
and grocery chains and leading brands.
The company has literally grown from nothing into a
£15 million business in seven years and is still expanding in
a market previously dominated by two very large UK players
and amidst a difficult economy. “Fruitapeel is investing in a
market that has not seen investment on this scale for many
years and are proud to be creating more jobs in Llantrisant,”
Terry explains. “We took a huge gamble in moving into a
market dominated by larger manufacturers but we have
invested ahead of the curve to underpin our desire; we
continue to grow our business through partnership
opportunities and offer choice in a category which has been
struggling for some time.”
➼ For more information contact Market Unit Manager Clive
Brown at our office in Manchester; [email protected]
and see our customers website www.fruitapeel.co.uk.
Juice Special – ELOTALK NO. 3 | 21 |
| Product News |
albi to
Premiumize
Packaging
German fruit juice company albi GmbH & Co. sprang into action this May with
a re-launch of its premium range in Pure-Pak® Diamond Curve cartons.
Quality made simple
albi’s simple philosophy is that a good juice must taste like
the fruit from which it was made. Therefore, everything
which the company does revolves around harnessing the
natural flavours from the fruit. Only natural, fresh fruits
which have previously passed an extensive screening test
are used and albi’s food engineers are relentlessly looking
for the regions with the best growing and harvesting
conditions for each variety.
Distribution of albi’s premium range is ambient in a
2 x 3 wrap-around format with handle. Cartons are filled
on an Elopak P-US80A filling machine.
T
he change, which sees a move away from a
stan­dard competitor’s carton, has been motivated
by albi’s desire to promote its premium products
in a new, wholly premium package. Elopak now
packages 25 different varieties in albi’s ambient range of
100% juices, nectars and juice-based drinks. All have a
12-month shelf life.
Albi chose the Pure-Pak® Diamond Curve because of its
outstanding design, better differentiation on shelf and the
potential to offer consumers a bigger opening device
for more convenient pouring. The new 1 litre Pure-Pak®
­Diamond Curve carton features a transparent PureTwistTM X closure enabling consumers to quickly see if the
pack is open for extra convenience.
This development follows hot on the heels of last year’s
‘Fruity’ launch – albi’s thirst-quenching 5% juice drink
– also in Pure-Pak® Diamond Curve.
22
➼ For further information about the products and ­market
contact Marketing & Retail ­Manager ­Petra Decker at
our office in Speyer, Germany: [email protected].
Please also see our customer's website www.albi.de.
Facts
The albi juice company was founded in 1928 by Hans Rösch
and nationwide distribution began in the 1960s. Today, its
total brand portfolio includes 40 products, manufactured
at production sites in Bühlenhausen and Magdeburg. With
production volume of 120 million litres per annum, albi is
ranked 8th within the German fruit juice industry and its
traditions of creating quality juice are now in the hands of
the family’s third generation.
| AD |
PARTNERS FOR CHANGE
WWF-NORWAY AND
ELOPAK WORK
TOGETHER TO REDUCE
CO2 EMISSIONS
AND TO PROMOTE
SUSTAINABLE
FORESTRY
Companies play a significant role for
the environment. WWF’s strategy
is to work together with businesses
and industry that show environmental
commitment and responsibility. We
partner with companies eager to find
smart solutions that are beneficial
both for the company and for nature.
By working with us, your company
can become a leading force and
contribute to a more sustainable
management of resources. We offer
our expertise to assist companies
to set ambitious and attainable
environmental targets.
«WWF›s approach to working with
the private sector is constructive
and solutions-oriented. It is both
collaborative in its methods and
challenging in its objectives.»
Elopak and WWF’s common ambition
is to minimize climate change impact
from packaging production. The main
focus is on reduction of CO2emissions and sustainable forestry
(FSC).
Nina Jensen, CEO of WWF Norway
WWF wants global and lasting change.
www.panda.org
© NASA/MALIN REDVALL
TOGETHER WE ACHIEVE MORE.
Juice Special – ELOTALK NO. 3 | 23 |
| Environmental Update |
First UK Carton
Recycling Facility Opens
Beverage carton recycling is set to increase dramatically in the UK
with the opening in early September of the country’s first carton recycling centre.
The facility is a new initiative between the Alliance for Beverage Cartons & the
Environment (ACE) UK – representing Elopak, Tetra Pak and SIG Combibloc
- and Sonoco Alcore, the paper and packaging producer.
The facility is capable of recycling up to 40% (25,000 tonnes)
of the cartons manufactured each year for the UK food and
drink market. Whilst previously cartons were exported from
the UK for recycling, the new facility is set to dramatically
increase rates of juice carton recycling in the UK diverting
from landfill and reducing transport carbon emissions.
The new site, near Halifax, West Yorkshire offers numerous
benefits to local authorities, the kerbside collectors in the UK
of beverage cartons, making it easier and more cost effective
to recycle cartons.
“Elopak sees the opening of the Sonoco facility in Halifax as
the most significant event in UK recycling for a long time,”
comments Elopak ACE UK representative Clive Brown.
“It will reduce transport distance and make the recycling
beverage of cartons more cost effective. Recycling is
important because it reduces the consumption of virgin
materials and levels of waste. Beverage cartons are fully
recyclable and made mainly from wood fibres, a naturally
renewable resource. The new dedicated carton recycling
facility will therefore further strengthen the environmental
benefits of beverage cartons.”
➼ For more information contact Market Unit Manager Clive
Brown at our office in Manchester: [email protected].
24
Facts
After beverage cartons have been collected, they are taken
to a sorting or bulking facility. Here, they are sorted and
separated to maximise recycle quality. Beverage cartons are
separated from other packaging materials before being
baled and sent for reprocessing. Where beverage cartons
are collected with paper, they can be separated at the sorting facility or recycled as part of a mixed fibre stream. At the
paper mill, baled cartons are dropped into a pulper, similar
to a giant domestic food mixer, filled with water and pulped
for around 20 minutes. This delaminates the packaging and
breaks it down to produce a slurry. The aluminium foil and
polyethylene liners are then separated from the fibre for
recycling into new products or energy recovery.
Source: ACE UK.
* Beverage cartons, on average, are made from 75% paperboard, a renewable material
if made from wood fibre sourced from responsibly managed forests. They also contain
some fine layers of low density polyethylene to prevent leakage (21%) and, in aseptic
cartons, a very fine layer of aluminium as a barrier to light and oxygen (4%).
Aluminium/Polymer
Fibre
Carton
KEY
The bales of cartons are
unfastened, separated and
fed loosely up the conveyor
belt to be dropped into the
pulper. The conveyor belt can
carry 1-2 tonnes per load.
PULPER CONVEYOR:
Used beverage cartons are collected
from homes, schools and businesses,
before being sorted, baled and
transported to the UK carton
recycling facility for processing.
This squeezes out the
moisture from the
recovered polymer/
aluminium before baling.
DEWATERING SCREW
COMPACTOR:
aluminium is then
baled for storage
before reprocessing.
BALER: The polymer/
The fibre slurry then
passes through the
drum thickener which
reduces the water
content to the optimum
level for storage. Water
content is reduced
from 97.5% to 95%,
doubling fibre content
to 5%.
slurry is pumped to
the specially-designed
Kadant ScreenOne which
uses an energy efficient
three stage screening
process to remove any
glue or final tiny pieces of
polymer and aluminium
from the fibre.
This filters out the smaller
pieces of polymer/
aluminium (above 2mm)
from the fibre mix,
which are conveyed to
the dewatering screw
compactor before being
baled. The fibre mix is
then sent to the final
screening process.
density cleaner cleans
the pulp (which still
contains smaller pieces
of polymer/aluminium)
and separates out the
‘fines’ such as glass, grit
and small stones.
The cartons are pulped
with ambient temperature
water in the Kadant
Helisoft pulper using
a large rotating screw,
which separates out the
fine polyethylene and
aluminium layers* from
the paperboard layers and
breaks the paperboard
down into a fibre slurry.
The process takes about
20 minutes.
CONIC DRUM: The
polymer/aluminium
recovered from the
pulper is pumped into
a large drum, similar
to a washing machine,
for cleaning. This water
is reused in the pulper,
so any remaining
fibres are recaptured
for processing.
DRUM THICKENER:
SCREENONE: The fibre
POIRE COARSE SCREEN:
HD CLEANER: The high
HELIDRUM PULPER:
THE
THE carton
CARTON RECYCLING
Recycling
process
PROCESS
Several different approaches
for recycling or recovering the
polymer/aluminium fraction
are being assessed and a
UK solution will be in place
in 2014. The material will be
stored until then – it will not be
landfilled or exported.
The reprocessed fibre is then
stored in a large tank, ready
to be blended with fibre
from Sonoco Alcore’s other
on-site pulping operation.
Stock chest capacity is 300
cubic metres, containing
water and 15 tonnes of
carton fibre.
CLEAN STOCK CHEST:
Carton fibres provide an ideal
raw material for the industrialstrength coreboard manufactured
at the Sonoco Alcore paper mill
on the same site. In fact these
fibres are so strong that they can
be recycled many times, making
them a valuable raw material for
new products and locking in the
carbon for longer.
| Environmental Update |
Juice Special – ELOTALK NO. 3 | 25 |
| Environmental Update |
Picture: Kevin Schafer / WWF-Canon
The Power of
Climate Savers
More than a decade ago, a number of leading businesses embarked
on a journey to address climatechange.
First, they began to measure, track and verify carbon
emissions. This was followed by setting carbon reduction
goals and by developing action plans. More recently, some of
them have turned to reducing emissions throughout their
supply chains and taking into account the growing demand
from consumers for sustainable products and services.
We need to reduce CO2 emissions
In today’s world businesses face increasing risks to growth,
productivity and supply chains from climate change, as the
frequency and severity of extreme weather events such as
droughts, floods, and storms increases. Those risks are
expected to grow, as the path we are currently on will very
likely see an increase of the global average temperature with
more than 2°C above pre-industrial levels. This would cross
a threshold beyond which climate change is expected to have
long term, irreversible, and dangerous effects. Scientists
say we need to substantially reduce emissions to have a fair
chance of achieving the goal of not crossing the 2°C
increase threshold. This, by reducing global CO 2
emissions by 20% – 40% under 1990 levels by 2050.
The 3% solution
The 3% solution, a report published by the Carbon
Disclosure Project and WWF on the effort that needs to be
made by US industry to meet its carbon budget, shows that if
companies in the US act today, not only can they close the
carbon gap in the US, but can do so saving US$ 790 billion in
the process. For any company serious about reducing their
CO2 footprint, the important first step to take is to set targets
to reduce climate footprint, followed by improving the
energy management system, increasing the share of
sustainable energy, developing low-carbon products and
supply chains, and engaging with stakeholders and
governments.
Three main focus areas to a safe
and sustainable future
1. Energy efficiency management
2. Behavioural change
3. Uptake of sustainable energy
According to the International Energy Agency, we have until
2020 to close the gap of 12 gigatonnes of CO2, if we want to
have a fighting chance to stay below the 2°C threshold.
26
| Environmental Update |
Unlike any other program, Climate Savers offers
manage­ment​solutions and provides guidance and advice
regarding the target setting process, all the way supported
by one of the world’s most trusted brands. Moreover,
Climate Savers companies have great access and networking
opportunities to likeminded companies that envision a similar
future, and companies receive recognition for their efforts.
“Being a Climate Savers member requires a progressive
position
on
reducing
the
impact
on
the
environment. For Elopak the membership of WWF Climate
Savers means that we are committed to reduce our
environmental impact. Elopak believes that these efforts
also will improve our competitive position within our industry
segment. We have defined our emission reduction targets
and are working hard to accomplish them within the
designated time period. Elopak believes that by teaming up
with other members of Climate Savers organization, we can
make a difference for future generations." says Ivar Jevne,
Elopak’s VP Environment.
Picture: Kevin Schafer / WWF-Canon
Upgrading buildings with energy efficient lighting and
heating, improvement of data centres, a more efficient
vehicle fleet, waste management, switching off lights and
computers, monitoring energy use, and placing solar panels
on the roofs of building are just some of the examples which
companies have done to reduce their carbon footprint, while
at the same time increasing the efficiency of their operations.
Facts
About Climate Savers
The Climate Savers programme, launched in 1999 is WWF’s
global platform to engage business and industry on climate
and energy. Member companies take on two commitments:
1.to become the best in class in reducing greenhouse
gas emissions
2.to influence market or policy developments by
promoting their vision, solutions and achievements
Juice Special – ELOTALK NO. 3 | 27 |
LEO
01
2013
➼ Product & Business news
Product & Business news – eLotALK no 1 | 1 |
02
2013
no.
➼ PRODUCT & BUSINESS NEWS FROM ELOPAK
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Published by Elopak AS Group Headquarters.
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PRODUCT & BUSINESS NEWS – ELOTALK NO. 2 | 1 |