April 15, 2025 – In a turbulent world Soft Drinks provide a safe place to escape to, a category defined by enjoyment and taste. We explore ways in which soft drinks can respond to consumer trends and needs, illustrating innovation opportunities with examples in and out of category.

Providing Anxiety Relief  

From sensorial ingredients to functional benefits and more, soft drinks have a strong role in providing a sense of emotional and mental refreshment along with feelings of comfort.

Inspiring Moments of Happiness  

From mood enhancing communication to involving flavors and boosting ingredients, learn how brands are tapping into the need for a mood boost and feeling of happiness.

Creating Entertainment

The world of technology and events is an inspiring start-point when considering how to connect with younger consumers who want to connect and entertain themselves.

Providing a Sense of Adventure  

Whether through taste or provenance there are many opportunities for soft drinks to bring a sense of adventure and inspire with tastes and flavors from around the world.

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