New Way to Look at New Products
Because we know the
beverage business is driven by new products, Beverage
Industry has for several years offered a
new products conference to provide information and ideas on how to drive
new product development. This year, we’ve changed things up a little
bit, joining our fellow Stagnito publications and Bob Messenger, publisher
of The Morning Cup, to offer a conference that will cross industries and
allow attendees to think of new products in new ways.
The conference is scheduled for Sept. 8-9 at the Drake
Hotel in Chicago. In addition to a full slate of speakers, we’ve
built time to network and focus on your specific new product needs. The
two-day conference will include a half-day breakout session just for
beverages, an opportunity to view and judge new products from several
consumer categories, and a new product ideation session.
Datamonitor’s Tom Vierhile will kick things off
with trends and analysis of new product launches, including examples from
around the world.
Beverage industry veteran Larry Trachtenbroit,
president of Brain Twist Beverages, will discuss product image in
“Beverage Packaging: It’s all about Image.”
Trachtenbroit, who founded Planet Java and then sold it to The Coca-Cola
Co., believes product imagery is at least as important as flavor, and he
will discuss how to capture a trend.
Tim McMahon, author of The
Little Green Book of Marketing, has spent 25
years working in food marketing, and will offer attendees insights and
techniques for marketing new products in “The 10 Keys to New Product
Tom Fishburne, associate marketing manager at
Dreyer’s Grand Ice Cream, will share his perspective on real-world
marketing. Fishburne is known as a witty speaker and uses cartoons to
illustrate the often amusing ups and downs of marketing consumer products.
Conference moderator Bob Messenger will sit down for a
one-on-one with Tyson Foods Chairman and Chief Executive Officer John Tyson
to discuss new product strategies and consumer trends. He also will host
“The Shape of Things to Come in 2010,” a look into the future
and what consumer preferences might look like down the road. Offering
retail, processor and foodservice perspectives will be Tim Rose, senior
vice president at Costco; Stephen Kalil, senior product developer for
Chili’s Culinary; and James D. Schloss, vice president of marketing
at Smithfield Foods.
In a second one-on-one session, Gary Wells, chief
executive officer at Wells Dairy, will talk to Messenger about wellness,
where it’s taking the food and beverage industry, and what consumers
are really looking for to help them manage wellness issues.
Offering insight into innovation in foodservice will
be Denny Post, chief concept officer at Burger King Corp. Post will discuss
how foodservice operators chose which product concepts to pursue and how
they learn what consumers are demanding.
And Laurie Demeritt, president and chief executive
officer of the Hartman Group, will wrap things up with a view into what
consumers are looking for at retail.
We hope that by combining beverage insights with ideas from other segments of the industry we can provide the
most valuable new products conference yet. If you would like more
information about attending the conference, log on to our Web site at
bevindustry.com or give us a call at 847/205-5660. BI
Cover Story — Ocean Spray
State of the Industry Report
Beverage R&D — Protein ingredients
Marketing — Foodservice opportunities
Packaging — Case packers and wrappers
Cover Story — InBev
Category Focus — Bottled water
Marketing — Ethnic marketing
|Packaging — Labeling equipment
Beverage R&D — Ingredient roundtable