What will the 2021 World Beverage Innovation Awards judges be looking out for? (Part 2)

Entries into the World Beverage Innovation Awards 2021 are open until Friday 23 July… Still don’t know what to put in your 200-word product entry description?

We asked the second half of this year’s judging panel what they are hoping to see from entrants; these criteria points will hopefully offer inspiration and help in crafting winning entries.

There are 21 awards to win, covering all aspects of the beverage industry, and being shortlisted provides a hallmark of success that will prevail long after the awards draw to a close.

Thea Bourianne
Manager, Solutions Consulting, Label Insight

As a registered dietitian and expert in food and beverage product data, labels, and trends, I will be looking for products which are exciting and nuanced. I look forward to participating once again in the World Beverage Innovation Awards and I will be paying close attention to products with the following five attributes:

Authentic and Mission-Driven: Products that will capture my attention will have a unique voice in their brand identity and have ethical core values that drive corporate decisions and profits. I am also on the look-out for products that are minority-owned and those with philanthropic commitments which benefit underrepresented populations.
Sustainable: Not limited to ingredients or packaging components, I am also looking for practices that are socially- and environmentally-responsible in all steps of sourcing and production.
Transparency: Transparency for me means clear and truthful product labels and communicating information to consumers about sourcing and processing of ingredients throughout the supply chain.
New and relevant ingredients: A cornerstone of my vote will be products that include new and emerging ingredients in categories where they are not prevalent. Ingredients should be thoughtfully added for flavour, consumer delight, or functionality while still relevant for today’s consumers.
Healthful: The beverage space is one where empty calories are rampant. I am looking for products that innovate with the aphorism “food as medicine” in mind. Whether that is achieved through nutritional value with the formulation of whole foods, phytochemicals, probiotics, or others, a product that contributes a beneficial boost is a great value-add.

Nick Martin
Executive Director, Beverage Industry Environmental Roundtable (BIER) & Sustainability Practice Lead, Antea Group

I am once again excited and humbled to return as a judge for the 2021 World Beverage Innovation Awards. Innovations are our future, but only if they are effectively applied. That is the basis for the following attributes I will be looking for:

Sustainable design: Every product heading to market should have sustainable or ‘green’ elements to it, period.
Value chain perspective: It is great to design an innovative product and/or package, but has a full value chain perspective been applied with consideration of upstream (e.g. responsible sourcing), manufacturing, distribution, and downstream (e.g. use and end of life) aspects. Too many innovations are developed in a vacuum and overlook the importance of engaging suppliers, manufacturing partners, distributors, customers, consumers, etc. early in the process.
Tested: Proof of application to targeted users is critical, both in terms of verifiable testing and applied use.
Approachable: Being able to translate a highly technical innovation to both technical and non-technical audiences is critical to reaching key stakeholders and decision-makers. Making the innovation approachable is key in terms of quickly getting to the root of what the innovation is solving and generating interest and relevance early in communications.
Scalability: Is the product a meaningful contributor to the environment (e.g. reduced footprint) and/or society (e.g. increased health and happiness) and does it have the potential to achieve such impacts at scale.

Santiago Navarro
CEO & Co-Founder, Garçon Wines

In my role as a judge for the World Beverage Innovation Awards 2021, I’ll be on the lookout for:

Step-change innovation: Innovation is the main focus of these awards. Most innovation is incremental, offering a slight advancement on the status quo. And whilst all innovation is commendable, the innovation which in my view offers the greatest opportunity for scale is that which is step-change, results in a relevant advancement, and sets a new status quo benchmark.
Planetary protection: Our planet is deeply unwell and protecting it in every possible way has to be part of every winner’s business or product strategy. We face an existential threat, and we all have to do our part to help clean up this mess. Anyone submitting an application without addressing what they are doing to safeguard the health of our planet – climate crisis, resource scarcity, circular economy, etc. – is unlikely to seek favour from me.
Human health: The pandemic has been the most significant global health issue of our generation. It has shown us how vulnerable we are and how important protecting human health is. Therefore, it should also hopefully result in an increased focus by brands on offering beverages which are the best they can be for human health, and which carry labelling which informs of the relevant nutritional facts. This will enable consumers to make informed decisions.
Communication transparency: Alternative facts have become increasingly commonplace, whether it is greenwashing on ecological matters or misrepresentation of the nutritional benefits. It is my view that those who present alternative facts should be penalised for this. Honesty is always the best policy.
Consumer customisation: We still operate in a world where, in my view, there is too much one-size-fits-all approach in fast-moving consumer goods (FMCG) and this also applies to beverages. The technologies exist today where greater levels of customisation can occur which does not need to be personalised to the individual, but to segments of a customer base with similar profiles or preferences. I hope to see more of this customisation, which will make beverages better fit for purpose, whether this is the contents or its primary packaging, which are the two most important aspects of consumer packaged goods (CPG).

I wish everyone best of luck. I will be fair, but I will be scrutinous, and the above should hopefully help guide what I’m for and against.

Antonia Garrett Peel
News Reporter, FoodBev Media

As someone who spends a great deal of time tracking the latest trends in the beverage sector, my interest will be in products that are one step ahead. These will not only anticipate emerging market wants and needs, but help to steer consumption behaviour to align with health and sustainability imperatives.

I will be looking for:

Ingredient innovation: From unexpected inclusions to minimal ingredient lists that still pack a punch, boundary-pushing formulations that add value for consumers will take the spotlight.
The whole package: Consumers want to make purchasing decisions that they can feel good about. Brands that demonstrate a real commitment to sustainability – from how they source their ingredients to their manufacturing processes – will stand out for me. Packaging is also a crucial area.
Communication: Whether looking at packaging materials or nutritional content, consumers should find all the information they use to guide their purchasing decisions at their fingertips. Moreover, the way that a brand communicates its identity is key. I’ll be looking out for those with a distinctive voice and persuasive brand story.
A balanced formula: Innovative new ingredient solutions mean there’s no longer any excuse for using sugar as a shortcut to taste. I’ll have an eye out for beverages that deliver exciting flavours without impinging on a healthy lifestyle. Functional benefits are an added bonus.
Trend-setters: The products that will really stand out for me will be those that don’t just tap into existing trends but are advancing bold new ideas.

Leann Du Higashi
Senior Director of Flavor Technology, PepsiCo Global R & D

It is an honour to be on the judging panel for this year’s World Beverage Innovation Awards. I will be looking out for truly innovative products that should deliver on most of the following qualities:

Meets with a new consumer need coming from the ever-changing world.
Innovative flavour combinations – do they invite consumers to try the product?
Are the ingredients, process, packaging used both sustainable and scalable?
Does the product bring pleasure and fun to consumers?
Responsible claims for any new ingredients and functionality with reputable scientific research.

Think you’ve got what it takes to win? Enter your innovative beverage products in the World Beverage Innovation Awards 2021 now!