Beating summer heat – Traditional drinks in new avatar

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Actor Sanjay Mishra in a brand campaign promoting Country Delight's new coconut water packaging

The summer heat is on with the mercury crossing an unprecedented 52 degrees in Delhi on 29 May. The humidity is adding fuel to the fire, making hydration a vital aspect of everyday life. Cooling products such as soft drinks are selling like hotcakes. And FMCG companies are quick to cash in on this huge surge.

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Storia’s sugarcane juice 180 ml bottles. Photo IFB

Hydration products are no longer limited to soft drinks and ready mixtures. Just walk around in malls and shopping arcades or even your neighborhood kirana store and you will see indigenous drinks and traditional beverages in an FMCG avatar. New products, new packaging designs, and brand campaigns focussing on hydration are all over the media.

Sugarcane juice is one of the most adored summer coolers. However, there have been rising concerns over its handling and storage. The use of contaminated water to keep the sugarcane cool is a pressing issue. But what if it came in a packaged bottle?

Storia, a Mumbai-based beverage manufacturer, has come up with the idea of bottled sugarcane juice with a hint of lemon and mint as inclusive flavors, offering a taste similar to its roadside counterpart but with hygiene intact. The juice comes in 180 and 750 ml variants, with the 180 ml bottle manufactured in a girth similar to that of a sugarcane.

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Tang’s ‘Summer break bestie’ digital campaign. Photo IFB

Coconut water is often suggested by health experts for its detoxifying properties and providing hydration and antioxidants. While it is consumed directly from the coconut, there are bottled variants from brands such as Real, B-Natural, Storia, for those who would like to carry and consume as per convenience.

The most unique design is from Country Delight. In its previous format, the company served it in cut-sealed coconuts. The new variant is a shaved-white coconut body with a closure application, enabling ease of use, consumption, and reuse. The previous format lacked reusability as once consumed the coconut didn’t serve much purpose, and one would need to make extra space in the refrigerator just to cool it. The new version is hexagonal with a flat bottom, fitting it conveniently alongside water bottles in a fridge.

During summer, instant energy powders can be found in every household. Tang, an instant beverage powder maker, has come up with a digital solution to keep kids engaged this summer vacation with its ‘Summer break bestie’ campaign. By scanning the QR code on its packaging, kids can design their very own digital bestie from over a dozen customizable options. Once finalized, the digital bestie can be viewed through a camera via augmented reality (AR) doing several actions such as dribbling a ball and doing jumping jacks among many things. The digital bestie constantly reminds kids to stay hydrated.

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ITC Sunfeast’s new smoothie range. Photo IFB

Refreshers such as mango-flavored offerings are a must in summer. Mango-flavored juices, milkshakes, and lassi have a huge market and are found in different packaging formats. ITC’s Sunfeast recently launched its pulpy mango smoothie in a rigid plastic bottle whereas Maaza, for its foray into dairy with Maaza Magic lassi, has opted for Tetra Pak’s aseptic liquid carton packaging.

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