Original Session Time: SupplySide West 2011 - Wednesday, October 12, 10-10:50am
Moderator: James S. Tonkin, Principal, Healthy Brand Builders
Speakers: David Del Pozo, Senior Manager of R&D, The Coca-Cola Co. & Michael Hammer, Director of Venture Capital Strategy, PepsiCo
Duration: 51 minutes
How and When Does R&D, Product Development, Ingredient and Marketing Converge in Building a Beverage Brand?
What ingredients are up and coming, and how do you know what they are? Watch and listen as R&D professionals from two key players in the beverage market, Coca-Cola Co. and PepsiCo, discuss the value propositions developed in a beverage brand starting with thorough R&D, meticulous product development, the addition of value added ingredients, and finally the marketing of the product. During this session, panelists discusssed the science in vetting ingredients and support for clinical trials over marketing hyperbole, future ingredients for the functional beverage space, and areas for concentration for ingredients, including global sourcing, transportation, costs and whether they are realistic to import/export problems.