IFE Food and Drink exhibition in London

Last week we were travelling to London to IFE food and drink exhibition. It’s not a very big exhibition like SEAL in France or Anuga in Germany. However, it is very useful to visit it in case you are interested to see new trends in beverage industry. What was the difference between IFE in 2011 and 2013?  Although I do not know the amount of exhibitors in 2011 and 2013, however, I saw a huge decrease in visitors. I think that exhibition attracted way smaller amount of visitors comparing to 2011.

Anyway, it is still interesting to analyze the market. I saw several interesting trends. First of all, the decrease of energy drink brands. At 2011 there were more than 15 different energy drink brands (with the same formula). Last week I saw only few of those. In my opinion, it is very boring to promote “standard redbull type energy drink with different brand”. I don’t know whether those guys are successful, however, the lack of originality is really an issue.

Secondly, the increase of coconut water. They are everywhere. Different brands, different formulations, different concepts. It seems that my article about determining trends with Google was right to the target.

Finally, the most interesting part was to visit Super!Natural stand. I’m really glad about the feedback of the taste and formula of the drink. MyDrink Beverages helped to develop this drink and we are really proud of it. Good luck guys! 😉

Below you will find several brands from the exhibition. Take a look.

2013-03-19 10.50.212013-03-19 12.08.462013-03-19 12.11.402013-03-19 12.13.562013-03-19 12.17.482013-03-19 12.24.002013-03-19 12.34.592013-03-19 12.48.402013-03-19 12.48.452013-03-19 12.50.262013-03-19 13.35.42

Author - Adomas Pranevičius

Adomas Pranevicius is the co-founder and CEO of MyDrink Beverages, a premier supplier of functional ingredient solutions to beverage industry . Adomas specializes in beverage concept development, start-up beverage projects, business development and brand building. During his career he co-founded NapNock energy shot, Dragoon vitamin drink, HighVit functional vitamin drinks and Simply Umai beauty drink. He enjoys developing new beverage concepts and generating marketing ideas for them. Currently he is focusing on international expansion of MyDrink Beverages. Adomas is also writing a blog about latest beverage trends and innovations. His insights and ideas have been quoted in BeverageDaily.com, Soft Drinks International, Beverage World and other media sources.