Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, Mike and Ben sit down for a functional beverage roundtable featuring Lou Ferrer (MacroCap Labs) and Darin Decker (Applied Nutrition USA).
At Kyowa Hakko’s 2024 SSW Booth, PricePlow held a panel on beverage innovation with Lou Ferrer of MacroCap Labs and Darin Decker of Applied Nutrition USA.
MacroCap Labs is a dietary supplement manufacturer that has aggressively moved into the canned beverage industry — they’re the ones responsible for canning the wonderful XPO NRG drinks that were on display at the expo. Applied Nutrition needs no introduction in this space, but Darin joined us just before the exclusive AN Performance launch at The Vitamin Shoppe.
This is a follow-up to the previous Kyowa discussion at SupplySide West 2023, #118: Ghost, Glaxon, & Cellucor on Branded Ingredients: Kyowa Panel at SSW 2023.
The conversation highlights the shift in consumer preferences towards products with research-backed benefits, citing the decline in alcohol sales and the trend of more conscious consumption decisions. The panelists emphasize the role of education and access to information in driving this change, with Darin sharing the impact of resources like Ben’s content in educating the market.
Thank you to Kyowa Hakko USA for hosting this panel!
The discussion then explores the challenges and trends in beverage manufacturing, with Lou providing insights on the need for simplicity and consistency in formulations. The panel also delves into the strategies for market penetration, with Darin emphasizing the significance of distribution, influencer marketing, and providing acute sensations and benefits to consumers.
Quality control and ingredient stability emerge as crucial factors, as the panelists underscore the importance of ensuring a consistent experience to build long-term consumer loyalty.
We’d like to thank Kyowa Hakko USA for promoting this event at their booth – a great time was had by all. You can listen on any Podcast or watch on YouTube — show notes are below the links:
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https://blog.priceplow.com/podcast/kyowa-hakko-beverage-panel-ssw-2024
Video: Lou Ferrer and Darin Decker Dig Into Functional Beverages
Podcast: Play in new window | Download (Duration: 33:37 — 37.9MB)
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00:00 – Introduction and Collaboration
Ben introduces the podcast, hosted live at the Kyowa booth at SSW in Las Vegas, highlighting the focus on functional ingredients in beverages. Mike expresses excitement about the collaboration and the supportive environment among competitors in the industry. Mike introduces Lou Ferrer and Darin Decker, emphasizing their roles and experiences in the industry.
PricePlow is proud to announce XPO NRG, an industry-first collaborative energy drink exclusive to SupplySide West 2024. With 10 partners, we ran 50,000 cans at MacroCap Labs!
Mike asks Lou and Darin about the importance of functional ingredients and why consumers should look for them in products. The discussion centers around the shift in consumer preferences towards ingredients with data and research-backed benefits, citing the decline in alcohol sales and the trend of consumers making more conscious decisions about what they consume.
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02:15 – Consumer Shift Towards Functional Ingredients
Lou discusses the shift in consumer preferences towards ingredients with data and research-backed benefits, citing the decline in alcohol sales. Lou mentions the trend of consumers making conscious decisions about what they consume, including supplements and functional drinks.
Ben inquires about the shift from high-caffeine energy drinks to more functional ingredients, and Lou confirms the trend of decreasing caffeine content. Lou explains the need for replacements for caffeine to provide a satisfying experience from drinks, highlighting the importance of functional ingredients.
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05:45 – Education and Access to Information
How Cognizin Citicoline Works
Darin emphasizes the role of education and access to information in driving consumer decisions about functional ingredients. Darin shares his experience with bodybuilding.com forums and the importance of having resources like Ben’s content to educate consumers.
Mike discusses the evolution of consumer education and the impact of influencers on market trends, using Ghost as an example. Darin highlights the importance of clinically supported ingredients and the need for brands to provide data to consumers.
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08:45 – Consumer Identification and Community
Ben talks about the identification consumers have with certain energy drink brands and how they showcase their preferences. Ben mentions the potential of functional ingredients to enhance consumer experience and drive brand loyalty.
Lou and Darin discuss the importance of consumer education and content creation to raise awareness about functional ingredients. Ben and Lou reflect on the evolution of energy drink formulations and the shift towards healthier options.
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12:45 – Influencer Marketing and Consumer Awareness
Kyowa SSW 2023 Panel: Branded Ingredients and Collaborative Competition with Dan, Joey, and Chris of Ghost, Glaxon, and Nutrabolt
Mike and Ben discuss the role of influencers in raising awareness about functional ingredients, using Chris Bucha as an example. Ben emphasizes the importance of brand differentiation and the value of having influencers promote functional ingredients. Darin talks about the need for brands to provide acute sensations and benefits from functional ingredients to stand out in the market. Mike and Ben discuss the importance of taste and flavor in energy drinks, and how functional ingredients can enhance the overall experience.
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16:00 – Challenges and Trends in Beverage Manufacturing
Lou shares insights on the challenges of formulating beverages with functional ingredients and the importance of simplicity. Ben and Lou discuss the potential of using Cognizant in various products and the benefits of having simple, effective formulations.
Darin talks about the excitement of having a wide range of functional beverages and the potential for future growth in the market. Lou mentions the trend of large conglomerates acquiring brands to capitalize on the growing interest in functional ingredients.
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19:45 – Distribution Strategy and Market Penetration
Darin discusses the importance of distribution strategy and influencer marketing in penetrating the market with functional beverages. Darin emphasizes the need for brands to have a solid distribution strategy and the importance of acute sensations and flavor in functional beverages.
Ben and Lou reflect on the challenges of scaling up production and the importance of having a reliable supply chain. Mike and Ben discuss the importance of having consistent quality and safety in functional ingredients to ensure consumer trust.
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25:00 – Quality Control and Consistency
Kyowa Quality: Tested Dietary Supplement Ingredients Made in the USA! (BioKyowa)
Lou explains the importance of quality control and consistency in beverage manufacturing, especially with functional ingredients. Darin discusses the benefits of using patented ingredients for quality control and ensuring consistent consumer experience.
Ben and Lou emphasize the importance of having a clear understanding of ingredient stability and solubility in beverages. Darin highlights the need for brands to provide consistent quality and avoid adverse reactions to ensure long-term consumer loyalty.
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31:00 – Closing Thoughts and Future Prospects
Mike and Ben express their excitement about the future of functional beverages and the potential for growth in the market. Darin and Lou discuss their upcoming projects and the importance of staying ahead of market trends. Ben and Mike thank their partners and supporters for their contributions to the industry. The panel concludes with a discussion on the importance of collaboration and innovation in driving the future of functional beverages.
Where to Follow Darin and Lou
Thanks to Kyowa Hakko USA for hosting, and to Lou and Darin for joining us in our second annual get-together! You can listen to our conversation from 2023.
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