www.beragetrend.

com

PUBLISHER’S NOTE EDITORIAL BOARD

One careful glance around any market place or Chief Editor:

supermarket no matter the size and location Allwell C. Okorocha
will surely lunch a convincing evidence that
the Beverage industry in Nigeria has suddenly
come alive, thanks to the government’s inter- Production Editor:
vention via the ban slammed on imported bev- Chris N. Dimgba
erage products, especially the fruit juices. Ow-
ing more to this trend is efficiency and dedica- News Editor:
tion on the part of regulatory bodies such as Mgbeike O.Tony
the National food & Drug administration and
Control (NAFDAC) and The Standard organiza- Operations Manager:
tion of Nigeria (SON), who have over the years Aka .O Justice
hitherto been dormant in the fight against un-
wholesome products. Circulations Manager:
The recent increase in the activities within Okeafor C.Gift
the Food & beverage industry, which is in ev-
ery sense encompassing is the main brain be- Advert Executive:
hind the publication of this industry wide maga- Ejiofor P.A
zine which seeks to inform the Stake-Holders
in this industry and the society at large on the Photographer:
activities that are persistent within their en- Austin Ekeoha
vironment.
The various production activities, ranging from
Product conception to actualization and then to OPERATIONAL OFFICE:
Sales and Marketing are no doubt ones that Skyvvy Suite, 72 Kudirat Abiola way,
need to be effectively synchronized to promote opp. Opebi Link Rd, Oregun, Ikeja Lagos
some degree of synergy within this all impor- Nigeria.
tant industry. It is to this noble objective that
this monthly publication is coming your way. REGIONAL REPRESENTATIVES
This maiden edition will x-ray among other East: Iroanya Chinyere
things the basic legislations guiding the opera- North: Promise Elijah
tions of companies in this industry. With spe- West: Chidinma Ahams
cial review of Our chat with The D.G of NAFDAC,
Dr Dora Akunyili INTERNATIONAL AGENTS
USA:
CANADA:
UK:
KENYA:
LIBERIA:
AUSTRALIA:
HOLLAND
 www.beragetrend.com

• BTM Ambassador
• Photo Gallery
TABLE OF CONTENTS
• Music
Special Feature • Promotions
SUGAR & SWEETENERS • Sports
Friends or Foes • Bevtoons

The Reader’s note BEVERAGE BUSINESS SCHOOL

BEVERAGE TREND REVIEW TREND SPOTTING

1. Bev People (Industry Professionals)
2. Bev Tech (Technology) BTM HEALTH
• Production
• Packaging
• Distribution & Logistics
• Sales & Marketing
• Research & Development (R & D)
OUR MISSION
THE PRODUCT AND THE CONSUMERS
(BEVSCOPE) To publish with an extreme degree of profes-
sionalism, events in the food & Beverage In-
COPORATE SOCIAL RESPONSIBILTY (CSR) dustry, with the aim of enlightening the teem-
ing Beverage Consumers and Stake Holders in
BRANDING the Industry, on the trend of activities and De-
velopments in the market, using relevant Tech-
BEVERAGE MARKET INTELLIGENCE nology and by well Trained and qualified per-
(BMI) sonnel.
• Buyer’s / Seller’s Guide
• The Job Market

BEVERAGE INDUSTRY AND THE LAW

(BEVLAW)
• NAFDAC NEWS
• SON NEWS OUR VISION
• CUSTOMS NEWS

BEVERAGE FINANCE To foster a strong expository medium through

(BEVFINANCE) which the overall interest of the consumer will
be protected, thus becoming a relevant platform
BEVERAGE GLOBE upon which the activities of Stake-holders in
the Food & Beverage Industry is synergically syn-
NATURE CORNER chronized.

BTM LIFE & STYLE

SPECIAL FOCUS:
CWAY FOOD & BEVERAGE
INDUSTRIES LTD.

READERS’ NOTE
Dear Beverage Trend,
I highly commend you for your foremost initiative at
educating the Nigerian Masses on the activities of
this all important industry. I believe your effort will
act as a check to unwholesome practices in the Food
and beverage Industry.
Ifeanyi Azubuike
Port Harcourt
CONGRATULATIONS BEVERAGE TREND
I heartily Congratulate the Board and Staff of Bev-
erage Trend Magazine on their successful maiden
publication.
Wishing you a long lasting business Life.
Obioma Okorocha
Owerri
Dear Beverage Trend Magazine,
It is obvious The Food and Beverage Industry
needs to be monitored and its activities exposed
to the consumers, but one striking fact is the in-
ability of the consumers to directly influence the
product formulation procedure of beverage prod-
ucts. We are offered only what the producers deem
profitable and not what we need. Your publication
must device a means of driving the needs of the
consuming populace to these producer if
you are to make any positive impact in this sec-
tor.
Emmanuel Bob Manuel
Port Harcourt
www.beragetrend.com
Dear Editor,
Congratulations for a Job well done and a project
well thought out. I wish you all the best in your
chosen endeavor.
Happy Publication!
John Koko
Benin City
BRAVO! BEVERAGE TREND
We at Integrated Marketing systems Interna-
tional Ltd (IMSI) heartily Congratulate you at
the stance of your maiden publication of this
great industry piece and are proud to be associ-
ated with you.
Wishing you a very fruitful business outing.
IMSI
Lagos
The Management and Staff of The National
Agency for Food, Drug Administration & control
(NAFDAC) Congratulates the Editorial board of
Beverage Trend Magazine on the maiden edi-
tion of their publication.
NAFDAC ! SAFEGUARDING THE HEALTH OF
THE NATION.
 www.beragetrend.com

Beverage Trend Magazine

SPECIAL FOCUS

The food and beverage industry has witnessed a

tremendous growth in terms of the number of
companies going into the production of food and
health related products. Weather this develop-
ment is being carried out in accordance to laid
down rules and procedures or not has attracted
the concern of most health conscious individu-
als.
technology units i.e. cway water dispenser.
Beverage Trend magazine in it’s bid to x-ray the
To ensure that this campaign for good and hy-
Standards and Qualities of products presented
gienic drinking water is sustained, cway is well
to the consumers by key players in the Indus-
on the move and has founded several factories
try will in this edition specially feature; Two in-
in major cities in Nigeria where good quality
digenous Nigerian companies who have taken
drinking water is being produced and distrib-
the pains of playing by the rules and offering the
uted to health and quality conscious consum-
teeming beverage consumers, products that has
ers.
been certified as being hygienically produced and
The activities of cway in the Food and beverage
to a great extent contributes immensely to the
industry has contributed in the development of
health and well being of Consumers. These prod-
the Nigeria Plastic Potential resources and
ucts has also been made easily obtainable in
market through the use indigenous plastic
the market.
materials in its product packaging.
This edition will feature the Milk drink category
The company has as its mission and vision;
of Beverage products;
To make cway a household phenomenon in
Here we will be looking at the activities and
every family by ensuring quality products and
products of ;
unparalleled quality service delivery to it’s nu-
merous customers.
CWAY FOOD AND BEVERAGES NIGERIA LTD.

CWAY Food and Beverage ltd is a limited liabil-

ity which came into operation in the year 2000
as a company committed to help create an im-
proved family health of the Nigerian populace
through their hygienically treated drinking wa-

With it’s work force of well over 200 staff, Cway

has contributed immensely to the fight against
the hydra headed monster of unemployment
and is not only committed to providing its work-
ers with a means of livelihood, but goes ahead
to train and re-train it’s staff to prepare them
ter. In doing this, Cway created a new revolu-
towards meeting the ever changing and advanc-
tion of quick and easy access to portable water
ing demands of today’s production sector. The
in all homes and work places through it’s water

success of any business depends greatly on the
organization’s Work force. with the kind of staff-
ers employed, Cway have a 90% production ef-
ficiency. That is, the workers has achieved an
increase of production by giving or putting in
their best in terms of professionalism.
And because Management efficiency highly
depends on the ratio between input
and output at all levels of production, to this ef-
fect, Cway has tactically tailored it’s human
resources in such a way that it has yielded a
positive return on the company’s investment.
Although the country Nigeria is flooded with so
many ready labor, especially for the manufac-
turing industry, cway being mindful of the im-
portance of Labor takes great care in it’s re-
cruitment process ensuring that only the best
hands are admitted onboard the Cway flagship.
Technology recently has taken it’s toll on the
operations of most manufacturing industries in
Nigeria, and for any profit oriented enterprise
to remain afloat, it must move along with the
technological trend of its time. in so doing, Cway
has employed its arsenal of well groomed tech-
nical expatriates in it’s production process.
Cway products are produced with the latest
Japanese technology with its beverage products
pasteurized and packaged using highly ad-
vanced technology. The hot filling method of bot-
tling using heat treated pet bottles has been
adopted by the
company to ensure a product that can hold it’s
sway in the competitive beverage market. Its
packaging is automated and most of it’s daily
operation is computerized thereby making the
company technologically up-to-date.
Research & development is important in a
manufacturing company and this
keep the company production patterns in tune
with the ever changing consumption pattern,
cway has a good and running R & D department
where the needs of consumers in various mar-
kets are identified and products formulated to
satisfy such needs.
Cooperate social responsibility is seen as the
way in which a corporate body contributes posi-
tively towards the enhancement of the lives of
the citizenry or masses or specifically consum-
www.beragetrend.com
ers. Cway believes in giving back to the soci-
ety. And by so doing, the company have been
involved in series of corporate social responsi-
bility activities like attending to the less privi-
leged children, giving support to government
social activities, supporting local grassroots foot-
ball and recently touching less privilege
children's lives nationwide. And Cway is com-
mitted to it.
Consumers in Africa has in the Past been sub-
jected to accepting whatever product brands of-
fered to them by the capitalist business con-
cerns whose basic motive is profitability, ignor-
ing the views and needs of the consumer, but
recently, the concept of ‘Consumerism’ has
placed great importance on the Consumer.
‘Studies” have shown that the Nigerian Con-
sumer has redefined his consumption pattern
and has become highly sensitive towards the
brands presented by producers especially in the
Beverage Industry, For the consumer, cway is
designed and positioned to relate to their iden-
tified needs, react to their behaviors and sur-
prised insatiable demand with novel brands that
propagates healthy consumption getting real
value for money.
For the market, Cway tries to achieve accept-
ability, availability and accessibility for all
brands in product line. Cway also transverse
market segments and create cognitive reso-
nance and ubiquity for the cway brand.
NUTRITIONAL FACTS FOR CWAY MAJOR
BRANDS
NUTRI-MILK ORANGE FLAVOR
Protein >=1.0g
Fat >=1.0g
Fruit content >=10.0g
Carbohydrates>=5.0g
Calories >=140kj
Vitamin B1 100-200ug
vitamins B6 10-120ug
Taurine 10-50mg
calcium 20-60mg
Magnesium 1.0-10mg
Potassium >=20mg
Sodium >=10mg
Profit wise, the company developed a brand
 www.beragetrend.com

whose strength in a competitive market which

can translate in gainful returns on invest-
ments. Therefore evolving a system of modest
profiteering for the manufacturer and down-
stream operators.
In terms of integrations, Cway tries to create a
cause related marketing symbiosis with focus
on relationship management.
Nutri-milk which is the star brand of the com-
pany. with its unique label and bottle design,
above all, its superior quality and taste, as well
as generous incentive regime. Established as
the undisputed threat and recognized chal-
lenger to the market leader in that sector.

Technology has turned the world into a Global

village and this has brought immense benefits
to manufacturing concerns especially in west
African sub-region. Companies can now extend
their products outside he shores of the land and
have them efficiently
 www.beveragetrend.com

BEVERAGE TREND REVIEW

Bev-People

The ancient concept of capitalism has no

doubt succeeded in having it’s toll on the
present day business environment. Profit-
ability is seen to be the driving force be-
hind every business enterprise. All going
concerns, be it private orpublic has it’s
eagle eye fixed on this all important corpo-
rate goal “PROFIT”. Profit itself depends
largely on an organized effort entrenched
in the tactical combination of the factors
of production by management of business
bodies. In other words, when the manage-
ment of a company fails to meet the re-
quired input combinations necessary to
exceed the break-even point, it is seen to
have failed to run it’s operations profitably.
The desire to cross this thin line between
success and failure necessitates all profit
oriented organizations to put all machin-
ery in place to ensure no stone is left
unturned towards making a profit.
This impeccable fact gives rise to the need
for professionalism. This term has attracted
several definitions from different schools
of thought, but all points towards the fact
that only the best hands, trained and quali-
fied must be used by beverage companies,
in the production of Beverage Products.
 www.beveragetrend.com

The Food & Beverage industry is seen as a sensitive sector of the economy, not just for it’s Finan-
cial or Economic input, but more so for it’s direct impact on the health and physical well being of
the consumers. A healthy Nation, so they say is a wealthy Nation. This makes it important that
this sector must be manned by well Trained and qualified personnel. There is great need to en-
gage the services of professionals in every stage in the production process. In my effort to x-ray
the level of professionalism enjoyed by the industry, I had the opportunity of speaking with some
stake-holders in the various carder in the Beverage
 SUGAR AND SWEETENERS:
THE SECRET BEHIND THE SWEETNESS.
M an as a being has an in born
prefernce for the taste of sweetness
and this has influenced all human activi-
ties through out the life and existence of
man. Be it in the sicial, economic or do-
mestic environment,man is prone to an
afinity to the sweet and delightable things
of life. I terms of consumption of food and
beverages,this in born trait has over-
whelmingly manifested predominatly and
man knowingly or unknowingly finds him-
self drifting towardsthis habit.
However, it is common knowledge that too
much of everything leads to certian ad-
verse side effects.
Too much consumption of sweet foods has
it's own obvious problems,such as dental
cavities, obesity and the health complica-
tions related to being overweight and
obese.( for example;type 2 diabetes,
hypertension,hypertriglyceridemia, and
heart diseases).Problems such as
oesteoprosis and vitamins and mineral
defficiencies can also occur when high-
sugar foods replace more nutritionally bal-
anced foods.
Beverage manufacturers have right from
inception exploited this in born preference
for sweetness to boost the acceptance of
thier products. But the fact remains that
weather or not they take into cognisance
the health implications of such practice
is yet t be seen.
The solution for being able to satisfy the
consumers crave for sweetness without
the disadvantages thereof was the inven-
tion of non-nutritive sweeteners.but the
big questions remains"Can we eat our cake
and have it too?"
The white crystalline sub-
stance we all know as sugar
is an industrial substance
produced by the industrial
processing of the plant sug-
arcane or sugar beets) by re-
fining it down to pure su-
crose, after being stripped of all the vita-
mins, minerals, proteins, enzymes and
other beneficial nutrients Sugar is there-
fore a sucrose, a disaccharide of 50% fruc-
tose and 50%glucose linked by a chemical
bond. (C12H22O11)
Sugar is considered a natural food ingre-
dient “natural” in the sense that “nothing
artificial or synthetic (including all color
additives regardless of source) has been
included in, or has been added to, a food
that would not normally be expected to be
in the food.
Sugar has a variety of usage which de-
pends mostly in the state and/or applica-
tion method adopted.Depending on the food
in which it is used, table sugar can pre-
serve, enhance the flavor of, aid fermen-
tation in, or add color to food and also helps
maintain freshness and prevents spoilage
in beverages, imparts a satisfying body or
“mouth feel.” Breads rise when sugar is
fermented by yeast. It enhances flavor
balances in beverages.
Sugar is a nutritional substance and is
known for its energy releasing ability. This
has made it a very vital ingredient of food
products and beverages.
Nutritionally, Sugar has the same calories
as most carbohydrates; i.e. 4 calories per
gram.
In the food and beverage industry, Sugar
sets the benchmark for the taste of
sweetness.It has become common knowl-
edge that sugar consumption is dangerous
to health and the fact that most beverage
produts,wines,juices,soft drinks, dairy
products,ice-creams,etc are sweet and
made of sugar makes them agents of
death. this is a very wrong assessment of
the composition of our beverage products
especially in Nigeria and also a stupen-
dous under-rating of our industry stan-
dards.
 www.beveragetrend.com

society has discovered the importance of

sweeteners that Water which ordinarily
should be free of any caloric value is now
being sweetened.
Generally, most beverage products in Ni-
geria contain 3 categories of sweeteners.
1.Caloric sweeteners(sugar,honey,High
fructose corn syrup, fruit juice concen-
trates, Glucose).

2 . R e d u c e d - c a l o r i c
sweeteners;(sorbitol,xylitol,Maltitol,erythritol
and lactitol).
Apart from sugar which is a benchmark
for sweetness, our beverages are made 3.Low caloric sweeteners;(Acesulfame
with some other sweeteners with little or pottasium,Asparteme,neotame,sucralose).
no caloric value and which does not con-
tain harmful chemicals.
Today’s Beverage consum- HONEY:
ers are often confused when Honey is considered a
it comes to label ingredients natural food ingredi-
such as sweeteners. The ent. Honey contains 4
Knowledge of sweeteners calories per gram. And
and their caloric values and is as sweet as sugar.
the quantity ratios help con- More than 300 differ-
sumers builds confidence ent types of honey ex-
and the more ist, with various flavor
nuances depending on the blossoms vis-
people know about them, the more confi- ited by the honeybees.
dence they'll have to make healthful, tasty A typical honey might contain 38% fruc-
and fulfilling food choices. tose 31% glucose 7% maltose 2% sucrose,
Reducing consumer confusion about 4% other sugars including isomaltose,
maltulose, turanose, kojibiose, erlose,
sweeteners should be the goal of nutrition theanderose and panose, and 17% water.
professionals, especially those of them Another 0.5% is made up of proteins,
employed by the beverage companies. Hav- amino acids, vitamins and minerals.
ing all the facts at their fingertips will help In addition to its sweet taste, honey holds
guide consumers in making their food moisture to extend product freshness, pro-
choices. It is the duty of all beverage pro- motes
ducers to
give con- color and fla-
sumers vor develop-
permis- ment in bev-
sion to en- erage pro-
joy sweet- duction.
ened foods Honey ex-
and bever- hibits differ-
ages in ent levels of
modera- antioxidant
tion with activity. The
peace of amount and
mind. Sweeteners play an important role type of these antioxidant compounds de-
in a healthy, beverage product. In fact the pends largely upon the floral source. In gen

eral, darker honeys have been shown to
be higher in antioxidant content than
lighter honeys.
Research has found that honey enhances
growth, activity and viability of specific
strains of Bifid bacteria, which is a ben-
eficial bacteria.
The use of nonnutritive sweeteners began
with the need for cost reduction and con-
tinued on with the need for calorie reduc-
tion. Since the 1950s, nonnutritive sweet-
eners have become a weight-loss wonder
that allowed us to have our sweets with-
out the calories and cavities.
These sweeteners are also referred to as
intense sweeteners, alternative sweeten-
ers, very low-calorie sweeteners, and arti-
ficial sweeteners. The celebration and con-
sumption of nonnutritive sweeteners came
to a halt in the '70s when cancer connec-
tions were discovered. To this day, there
is a great deal of controversy surrounding
the safety of nonnutritive sweeteners. For
every compelling positive argument in fa-
vor of using these sweeteners, there is an
equally compelling negative argument op-
posing their use.
Some non nutritive sweeteners used by
the beverage producers in Nigeria such as
aspatame,sorbitol,maltitol,neotame,acesulfame
potassium,etc are lower in their caloric
values but several times sweeter than
sugar and are quite safe for health. This
is because the quantities used to boost the
sweetness of the products are quite negli-
gible and therefore have their caloric en-
tities almost neutralized.to this effect the
consumer who moderately consumes such
products are free from the dreaded health
conditions such as diabetes.
The respective regulatory bodies in Nige-
ria has set standard for all beverage in-
dustries operating in the country and all
imported beverage
products must meet such nutritional re-
quirements before they are allowed into
the country. It is of importance to allay the
fears of the teeming beverage consumers
in the country about the safety standards
of the beverage industry, assuring them
that the beverage products made by the
www.beveragetrend.com
indigenous companies meet the required
heath standards and that regulatory agen-
cies such as the NAFDAC and SON are
committed towards safe guarding the
health of all categories of beverage con-
sumers in the country. To this effect. a
clarion call has gone out to all beverage
industry stake-holders to bear the inter-
est of their consumers at heart and on the
other hand, consumers are encouraged to
patronize indigenous beverage products. It
is only when there is this symbiotic syn-
ergic existence between these two group
of stake-holders that the industry will at-
tain competitive stands internationally.
To further tackle the issue posed by the
excess consumption of suagr, scientists
have been able to deduce The Acceptale
daily Intake of such products that contain
sugars and sweetners.This is known as
ADI.An Acceptable Daily Intake (ADI) for
each sugar based beverage product has
been established. The ADI is the amount
of food or Beverage product that can be con-
sumed daily over a lifetime without appre-
ciable health risk to a person on the basis
of all the known facts at the time of the
evaluation.This has made it possible for
an individual to know his ADI for most bev-
erage products ranging from soft
drinks,beer,friut juice,milk drinls and
other dairy products, etc.
www.beveragetrend.com