Manufacturers Speak Out

November 1, 2004
/ Print / Reprints /
/ Text Size+

Manufacturers Speak Out

The role that marketing and sales play in the R&D process from the manufacturing side depends on the size of the company and its goals for new product development. Involving the ingredient company can come early on, as in the case of Formula 50, a new drink recently debuted by Energy Brands, Whitestone, N.Y., or later in the process, as in the case of 7 UP Plus, a fortified soft drink released this summer by Dr Pepper/ Seven Up, Plano, Texas. According to the development team of 7 UP Plus, the company’s marketing and sales team worked specifically on the strategy and concept development, while ideas and input were gathered from other sources such as R&D.
The marketing team, with input from R&D, was also involved in establishing a budget for 7 UP Plus. The ingredient company was involved in meetings that included R&D and marketing to transfer new ideas.
In the case of grape-flavored Formula 50, the cross-functional nature of sales, marketing and R&D roles at Energy Brands allowed a number of individuals to get involved in product development. Additionally, the company works closely with ingredient suppliers as part of its brand strategy to be on top of new ingredient developments.
“Sales was looking for a new flavor,” says Carol Dollard, senior vice president, operations and technology. “Marketing was already working with hip-hop artist 50 Cent as a brand ambassador. R&D was working on a new flavor system based on what consumers were telling them. We put it all together [to create Formula 50].”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinkedgoogle+ icon 40px