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

Many, including incumbent brands, struggle with effectively delivering on new innovations beverages and drinks.

90% is the expected failure rate of new beverage and drink products, either as a new brand, concept or extension. Broadly, the reason for these failure rates is due to:

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.

More often, newer, disruptive brand start-ups – not incumbent brands – are setting these new standards for customer expectations.

This is where General Beverages comes in – dedicated to be the most innovative engineer and developer of tomorrow’s beverage and drink. To reset the “status-quo” and develop exciting new concepts, to meet their fullest potential.

This section is dedicated to focusing the 4 Step Plan drawn from our experience and expertise, i.e. (technical) development process of bringing a new beverage and drink concept to market.

The 4 Step Plan will cover:

• Idea;
• Concept Development (Market research, Brainstorming, Regulatory, Prototyping and etc);
• Recipe Development (Flavour development, Cost analysis, Stability & shelf life, Trial market, and etc)
• Commercialization (Packaging, Filling, and etc).