Innovation and sustainability in the Spanish beverage industry

Date:

startIncubator, Collaborationunicorn or Crowded This is a series of terms that are already installed in public speaking and that are part of the vocabulary of any innovative environment. However, under this whole news release lies the same concept: the idea. And that is that in most cases, innovation depends on only two things: the generation of the idea and the courage to implement it.

Probably Thomas Pascual did not know what a Hub And, almost certainly, he did not define himself as an infringer. But he had an idea. Not too many years ago, in 1997, the founder of Pascual was walking through the halls of the Anuga food market in Germany when he was given an exotic blend of milk and juice to taste, two items that were clearly incompatible with the same drink. His innovative nature and entrepreneurial instinct forced him to get a job immediately. So he created Biofrutas, the first juice and milk drink on the Spanish market.

Thus, a new category was born in the food sector in Spain, which after 25 years the brand, now called Bifrutas, continues to lead successfully. A brand that is not alone It is already the most sustainable in its category, But did not stop the life of a continuous transformation process. In fact, on its 25th anniversary, a new challenge has been created: to reach the profile of informed and informed consumers who choose increasingly healthy and natural products.

For this reason, the brand is committed to strengthening its position in the healthy drinks segment and thus expanding its buyer base; In other words, Pascual’s ambition is to ensure that Bifrutas, a source of vitamin C, is in the daily choice of consumers who are committed to healthy drinks, a market that already has a turnover of € 1,500 million a year in Spain.

Prosperity and sustainability, two trends of undoubted progress and which have undoubtedly accelerated since the COVID pandemic. On the one hand, according to the AECOC, healthy food consumption will increase by 15% in 2020, and 8 out of 10 consumers will spend more on healthy food than before the pandemic. On the other hand, the levels of consumers who care more about the planet when they buy are now 10 to 20 percent higher than in 2021. Global Consumer Insights Pulse Survey Published in 2021 by PwC.

“Naturalness and sustainability are the two main concerns of the young adult community, and we believed that the brand should pay for itself to meet these requirements,” said Luis Gonzalez Maroto, Bifrutas’s business director.

Maroto considers Bifrutas a pioneer brand in its category. “That’s why we believe that innovation is the only way to be more sustainable, healthier and, of course, closer to our customers,” he said.

The most sustainable market

Because “giving the best” is not just a company goal, it always wants to be the best for the people, the community and, of course, the environment. “Giving the best” is also the most sustainable. Now how do you reach such a stage?

One of the steps Bifrutas took was to pack Tetra Brik Bio-based packaging, a much more sustainable briquette, with more than 75% of materials from renewable sources and a vegetable stopper. It is the first and only brand in the category to have this type of packaging, one of the most sustainable in the market.

The Pascual brand also replaced its plastic straws with more durable cardboard straws. By doing so, Bifrutas is avoiding bringing more than 95 million straws to market, reducing it to about 42,000 kilograms of disposable plastic. Similarly, the groups that cover the bricks already have 50% recycled plastic, which means using about 29,300 kg less pristine plastic, reusing existing resources.

It is most natural for those who take care of themselves

Pascual’s commitment to deliver the best every day also implies a knowledge of how to listen and meet the needs of consumers who are increasingly aware and caring about their well-being and diet. For this reason, in 2021, Bifrutas has launched a new assortment of 100% natural ingredients and Vitamin C that already coexists with its original range. The new Bifrutas keep the product free from preservatives, dyes and sweeteners; Increase the proportions of milk and juice and reduce the added sugar by up to 40%.

Thus, with its original range and 25 years of history, Bifrutas not only seeks to continue to lead the juices and dairy drinks category, but also to achieve an informed and informed customer profile who chooses healthier products but, however, does not want to give up its taste.

Source: El Diario

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Share post:

Subscribe

Popular

More like this
Related