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.

7 MAY – BIG DAY

Not only is the newly demerged Dr Pepper Snapple Group due to become separately listed on the New York and London stock exchanges.

The huge dairy merger of Campina and Friesland is also due to be finalised.

A date to watch.

RED BULL SIMPLY PERPLEXING

There are many reasons for Red Bull's success. One of them has been its unity of purpose in a single product, a single can, a single message. Its best extensions have stayed close to the core - a sugar free variant, a larger can, but still with the same design and the single message.

However generous one might be about the company's occasional forays into other market sectors, they certainly distracted management and probably dented energy drinks growth. Carpe Diem, Lunaqua and Sabai have not exactly been crowning glories.

So, what should we make of Red Bull Simply Cola ?

To me, there are just too many contradictions. I like the idea of "natural" cola, but this is not a word that springs to mind for Red Bull. Cola is a big gulp, unsuited to a small can.

In the United States, Monster Energy is closing fast on Red Bull. 20 years ago Pepsi gained momentum when the other guy supposedly blinked. Is Red Bull blinking ? I hope not.

FIZZ FACT YOU NEED TO KNOW

Someone at Coca-Cola has kindly calculated that a can of Coke contains an average 18.9 million bubbles.

Well, maybe you didn't really need to know this, but I thought you might at least be intrigued.