Juice is not just fruity: veggie juices - 'liquid vegetables' are on the way up
Norman Gierow, Head of Global Market Segment Management at SIG Combibloc: "Current consumer studies, such as the 'Global Consumer Survey 2013' by Datamonitor Consumer, show that more than half of all consumers world-wide consciously try to eat as many vegetables as they can - however, at present only 66 per cent of men and 73 per cent of women even manage to eat some vegetables every day at all. There is still plenty of scope here. Drinking a top-quality juice is the easiest and quickest way to get your shot of vegetable goodness".
Vegetables provide vitamins and minerals. In addition, vegetables are a nutritious way to help the body rid itself of toxins, keep it firm and toned, and boost resistance. That is right in line with the trend for 'detoxing' which more and more consumers are discovering and indulging in. Detoxing means using natural methods to rid the body of waste products and toxins. To achieve this, detoxers eat a diet composed mainly of fruit, vegetables, grains, water and teas; the vast bulk of nutrition during this detox period is consumed in liquid form. However, very few consumers are able to whip up fresh fruit and vegetable juices to drink immediately. Vegetable juices made from the best ingredients, available ready-to-drink, are a convenient alternative. Norman Gierow: "We're seeing that the number of vegetable juices offered in our carton packs is increasing steadily. And today, manufacturers' product portfolios include more than just popular classics such as tomato juice. Particularly in the vegetable juices segment, food manufacturers are flexing their creative muscles - and the market for it is there".
In Poland, for instance, Maspex has brought out the 'Vega' product range, under the established 'Tymbark' brand name. Vega products are vegetable juices, offered in combifitPremium 500 ml with combiSwift screw cap. The juices are available in three different varieties: Sunny Mexico, Provençal Fields and Mediterranean Garden. Norman Gierow: "The 'Vega' juices from Maspex are very good examples of how high-quality vegetable juices attract consumers' attention, and are welcomed in particular by people who are looking after their health but don't want to miss out on great taste. A single 250 ml glass of the vegetable juices is equivalent to two of the recommended five portions of fruit and vegetables an adult should eat every day. One of the Vega juices, Mediterranean Garden, has been awarded Product of the Year 2012 in the Beverages category by 'Pani Domu' ('Lady of the House'), a popular women's magazine".
Straight from the field to the carton
Hirzel Canning Company & Farms, a leading US food manufacturer, is another business that is taking a new path. In 2013, the company launched two not-from-concentrate vegetable juices in carton packs from SIG Combibloc, under the brand name 'Dei Fratelli'. For the well-established tomato products company, this meant entry into the non-carbonated soft drinks business. The juices are offered in Truly Tomato! and Truly Veggie! varieties. They are made exclusively from tomatoes or vegetables, and sea salt. The not-from-concentrate juices contain no preservatives or artificial additives. Norman Gierow: "The ready-to-drink vegetable juices from Hirzel are premium quality products. Together with SIG Combibloc, Hirzel Canning Company & Farms has developed the innovative 'Field to Carton' concept. The locally grown tomatoes are processed and packed immediately after harvesting. In this way, the best of the fresh flavour, the precious nutrients and the colour of the tomatoes is retained. This guarantees that only raw materials of the highest quality and utmost freshness are used, and their vitamins and nutrients are not lost as a result of long haulage distances".
Sunraysia, founded in Australia in 1985 by Dan Presser, is another company that is opting for naturally healthy vegetable juices - manufactured ready to drink and conveniently packaged in carton packs. The juices are now also selling well in other countries, such as Great Britain, where the Gerber Juice Company is filling a premium line of pure not-from-concentrate juices with 100 per cent vegetable content in the varieties Tomato Juice, Beetroot & Apple Juice and Carrot Juice in the carton pack combifitMidi 750 ml with combiSwift screw cap. The Sunraysia juices are among the premium brands in the United Kingdom. Each variety offers the added benefit of antioxidants and vitamins.
Variety of options is increasing
In Thailand, Tipco F&B Co., one of South-East Asia's biggest fruit juice producers, has vegetable juices in its product portfolio for many years. With 'Tipco 100%', the company is producing a range of veggie juices that are aseptically filled in combiblocPremium 500 ml and 1,000 ml. The carton pack has a screw cap and can be securely re-closed after initial opening. Depending on their acid content, the juices are pasteurised for a very short time, immediately cooled back to room temperature and then filled into the carton packs inside the aseptic filling machines from SIG Combibloc. Thanks to the gentle aseptic process, the aromas, flavours, colours and nutrients of the not-from-concentrate juices are largely retained. The packaged juice can then be kept for up to 12 months without refrigeration.
Norman Gierow: "More and more consumers are realising that a healthier way of life doesn't mean turning their existing lifestyle and eating habits completely upside down. Normally, it's not a matter of making drastic changes - sometimes it helps just to incorporate little things like drinking healthy vegetable juices into your daily routine. Here, product quality doesn't refer only to the first-class flavour and appetising appearance of a beverage. The nutrient and vitamin content of the product also has a significant effect on 'quality'. In this respect, our aseptic carton packs deliver in all parameters. Packaged in our carton packs, beverages are hygienically and safely protected from light and air, and therefore suffer no alteration in flavour or appearance over an extended period even without refrigeration and without preservatives. Aromas, flavours, colours and nutrients, and the vitamins in the beverages are retained. The special composite structure of a carton pack and the aseptic filling process are key requirements in ensuring the excellent product quality is preserved. With varieties such as Spinach, Broccoli, Beetroot and Red Carrot, Tipco is a pioneer of unique flavours. We believe that the number and the variety of options for premium, ready-to-drink vegetable juices will continue to increase significantly".
SIG Combibloc is one of the world's leading system suppliers of carton packaging and filling machines for beverages and food. In 2013 the company achieved a turnover of 1,680 million Euro with around 5,100 employees in 40 countries. SIG Combibloc is part of the New Zealand based Rank Group