SURPRISING FACT NO 187

74 tonnes of yogurt is wasted every year in Sweden because consumers have difficulty reaching the bottom of the pot.

Yes, someone has actually worked this out. And, believe it or not, a local manufacturer is now introducing a flexible pack to overcome the problem.

I wouldn’t want to slip up on my facts.

US ENERGY DRINKS – MONSTER ROARS

So it’s happened. As predicted. Monster is now the top US energy drink brand by volume, with a 2007 all channel share of 28%. Red Bull is still way ahead by value, but its volume share is down to 27%.

There’s more activity from others too. Pepsi’s AMP and SoBe are on 9%; Coke’s Full Throttle, Fuze NOS, Tab Energy and Glacéau Vitamin Energy are at 10%; and Coke partner Rockstar has jumped to 19%.

Overall, the market gained 29% to more than 5,000 million servings. I am indebted to Beverage Digest for the figures.

All brand leaders need real competition to keep consumers interested and markets alive. The United States is beginning to produce some serious new energy.

COTT TO BE KIDDING

A year ago the media speculated about Cott merging with Cadbury Schweppes’ beverage operations. That never seemed workable to me.

Now, after more financial and managerial turbulence, Cott is reported to be seeking salvation in bottled water and premium soft drinks. This might buy some time with the financial markets, but is not a complete solution.

Cott’s core values are retailer partnerships, with high service and low costs. If these are the basis for new product development, then I accept. If not, then premium soft drinks and bottled water will raise risks and lower margins.