Remco found his current position Senior Brand Manager at Spadel through WerfSelect. We interviewed him as part of a special on Healthy Innovations by FoodPersonality.
“Remco, you are constantly innovating?”
Yes, consumer preferences are constantly changing. We keep innovating. We are constantly challenged. Flavored waters bridge the gap between water and soft drinks. For example, we recently developed new flavored variants Spa Touch. We came out with pineapple-ginger sparkling and strawberry-mint non-fizzy.
Pretty bold?
Not so bad. We get trend reports from our flavor houses. From these we can see what the rising tastes are. If you look at how consumers make fresh tea at home, for example. First mint, now ginger with orange. The same goes for us. Sometimes you dare something.
And the fact remains, you can try all kinds of things, but the consumer decides and you have to look at that. Then you can think, we’ll solve it with communication, but you just have to follow it. We monitor that with our supplier(s).
Ok, there is a need for a new flavor and then? How do you proceed?
On the one hand, we monitor trends; on the other hand, we test extensively. That is very important, though. We have to do that check. We have to think from the product. We hold taste panels. We take panels of 50 to 100 people and then we determine the top 10, top 3 … and then a winner. In the meantime, you go and see if you can produce it.
That sounds simple?
Well, a very important learning is that you also have to use your common sense. Very good flavor combinations are regularly proposed by our suppliers that are too niche. They probably do not appeal to enough people, so the time is not yet ripe to launch them.
In addition, you have to be a very good project manager, because everyone has to move in one direction. I offer structure, meetings, discipline that people can pick up on. That makes sure you get the timing right. Good listening is also very important. For example, the supply side has so much expertise. You can challenge that once, but you really have to listen in the end. What can’t be done, it can’t be done. Don’t get stuck on it, or get frustrated.
Is that the “Remco factor?
Yes, I actually always stay calm. I get along well with different types of people. That’s helpful. Someone from logistics is a different type than sales. So that’s important. You really are a project manager for all departments. Legal, marketing, trade, supply, logistics and so on. For us, R&D is the link to the flavor houses. Campaigns, packaging etcetera is with us. You have to keep an eye on all that. And you have to keep it fun, with a joke now and then.
Have you ever knocked something back?
Sometimes I can’t see it in the mix. We get all kinds of suggestions that could be very good separately, but then I don’t see the flavors together at all. Sometimes I advise against the scores. Of course, we choose from different options anyway.
Are there windfalls or setbacks for the time being?
The introduction of flavored Waters, the non-sparkling variety, that’s going well. You assume it will be picked up well, but we’re also always happy when it actually does. It’s completely on trend. We already knew that the effervescent variants were doing well.
We are now well “on the shelf” and it is running well. We have to keep pulling out all the stops. But it remains a gamble, always. You test everything thoroughly, but whether the general public is the same as the panel remains to be seen? And sometimes you need a little help … a few advertorials, regulations, of course that helps.
Flavored waters bridge the gap between water and soft drinks, you say?
Yes, fortunately people are becoming more and more aware that much intake of high-calorie beverages is not good for you. Consumers do continue to look for flavored beverages. Waters with taste offers consumers variety so that healthy drinking becomes more fun and tasty. Spa “Waters with taste” offers that, without ingesting sugar or chemicals.
Consumers are always looking for products that are very tasty. We make sure they can enjoy them alongside regular waters. We stay low in kilocalories and nourish the taste experience, but responsibly.
How do you get people to drink less high-calorie beverages?
The trend is with us. And we are making sure that we highlight our alternatives. Ultimate is when they actually like it better than high-calorie drinks,. As the market leader within waters, we have a very strong position. Customers also expect innovations. Bridge between water and soft drinks, is a pleasant message. Because consumers want that. We have to follow the consumer to come up with flavors that are popular. I’m not under the illusion that people won’t take energy drinks because of this, but it still helps.
Is developing a “healthy” innovation actually different from a “regular” innovation.
The principle remains the same, but the taste itself is more technically complex. We use only natural ingredients. There is no sugar in it, no calories, no chemical additives or processes… It has to be so pure. Sometimes people still think there are sugars in our waters. This is persistent, but is getting more and more between our ears. And it is only an additional confirmation when it is really not there.
Is it more complex?
Switching to a healthy lifestyle an sich is obviously more of a long-term behavioral change. That is going on and we are capitalizing on that. On the other hand, consumers continue to have something contradictory in them. They regularly think, “We can do all that now, but I want to enjoy it now. We (the Waters with taste) continue to rise. But with that, you don’t just change the consumer’s lifestyle overnight.
The younger audience wants to constantly try something different. They are looking for something to shape their palate. Are used to promos, big flow of information. We put a lot of effort into contact moments. We do this by, among other things, sampling our flavored waters at AH and Jumbo and developing online campaigns in which we can make our message clear.
Not everyone becomes a buyer right away, but we do want to reach as many people as possible. A nice campaign is fine, that’s how you get the message across, but in the end it’s the taste that is liked or not.
High-calorie beverages are the big elephant in the room. Consumers are switching to drinks that are low in calories. And then when consumers make the choice for our products it’s pretty kick-ass yes.
