FMCG Innovations and Trends by Sophia Nadur

Business most unusual for 1 Baby Boomer and 3 Generation X-ers Baby Boomer and famed rocker-turned-philanthropist  Sir Bob Geldof  issued last week a rallying cry to Millennials all over the world. His stirring speech at the  One Young World Conference  in Bangkok implored millennials to start "tweeting about serious things" and to "get real with your governments" and "get people of your age group to understand" about climate change, health, food education, security threats etc. (see it  here ).  Dr Aseem Malhotra , a cardiologist, founding member of  Action on Sugar   and Generation X-er, called on folks all across Britain to  " get angry about sugar ".  It is his fervent belief that it's only through public pressure that government will finally agree to taking important policy steps which could begin impacting positively on people's health right away (read more  here ). So...

The new "sweet spot" for soft drinks today After many years' marketing/innovating brands for global food & drink companies (including Coca-Cola and Unilever), I opted to launch a beverage #startup in order to respond quicker/better to evolving health & wellness trends.  After reviewing numerous consumer, retailer & market research data (thanks in part to the British Library  Biz & IP Centre ) and chatting with folks up and down the country on  what they were looking for in a healthier drink  while testing prototypes, it is clear that consumers are looking for  3  things these days from their beverage choice, namely  (i) less of the "bad stuff",  (ii) more innate, natural functionality, and  (iii) something that can be "daily habit forming".  Being able to deliver on all 3 consumer "wants" is in my view the  "sweet spot"  for a soft drink today. The essence of this " sweet spot " is shown here:...