Bringing together well-known food and beverage brands

www.facebook.com/pretamanger/

Thirty-two years ago, Pret a Manger opened its doors in London. Ten years ago, the fast-growing chain of coffee/food shoppes was sold to a private equity firm. And now, Pret a Manger has another new owner.

The new owner, JAB Holdings has acquired a number of well-known coffee and food brands. These include Krispy Kreme, Douwe Egberts, Tassimo, Panera Bread, Dr Pepper Snapple and Keurig Green Mountain.

With 530 shoppes in the UK, US, China, Hong Kong and France, Pret a Manger has a loyal customer following, in person and on social media. Will JAB, the new owner, co-brand shoppes or products, given the high profile of its pantry of products? Will the new owner use the shoppes (Panera Bread and Pret a Manger, for instance) as a distribution channel for other brands in the company's portfolio? Lots of possibilities for strategic synergy!

Beverage marketing evolves

From Innocent's new dairy-free beverages to Pepsi J-Cola for Japanese taste preferences, marketers are expanding their product mixes to expand their customer base and appeal to variety-seeking loyal brand fans.

Another reason for the proliferation of product extensions and brand extensions is consumers' desire for healthy, nutritious beverages. At the same time, beverage marketers are responding to governmental efforts to encourage healthier lifestyles.

In the UK, there is now a levy on high-added-sugar drinks. Beverages that are made of 100% fruit or vegetables will not be subject to this levy. Ireland and South Africa are also taxing high-sugar beverage products. Individual US cities are similarly taxing high-sugar soft drinks, all part of the effort to encourage healthy eating.

In this UK marketing environment, Britvic has experienced strong demand for its no- and low-sugar soft drinks. Barr is also experiencing strong demand for its low-sugar and no-sugar soft drinks. Watch for more product introductions as beverage marketers compete for the attention of consumers during the high-demand summer months.