In an age of exploding change of taste and expectation, to successfully market new beverage and drink innovation is increasingly critical. This means getting the right product concept to market with speed, branding, packaging, point of sale (POS) and concept differentiation.

Broadly, 90% is the expected failure rate of new beverage and drink products, either as a new brand, concept or extension. The main reasons include:

1. Difficulty to meet and match consumers wants;
2. Struggle to create significant concept (or brand) differentiation;
3. Price competition from retailers, competitors and other private-label brands;
4. Cost, availability and use of raw materials and ingredients;
5. Complexity to address and attend to various localized legislation and regulatory requirements.

For many, regulations often take lesser priority and is often complicated – why can’t laws be easily read and understood?! European citizens need to have access to safe and wholesome food of the highest standard is main objective of Europe’s General Food Law Regulation . This is a lion effort from the European Commission to develop an integrated approach to food safety “from farm to fork”. This covers all sectors of the food chain, including feed in production, primary production, food processing, storage, transport and retail sale.

This section is dedicated to addressing the complexity of various legislative and regulatory requirements for beverage application.