Preparing for the Future of Pre-Mixed Beverages
According to the 2023 ISTAT report, in Italy, the percentage of overweight adults is 36.1% (43.9% for men, 28.8% for women), while 11.5% are obese (12.3% for men, 10.8% for women), with a trend of continuous growth. We are talking about approximately 4 million and 295 thousand individuals over the age of 15 affected largely by “metabolic syndrome,” a pre-pathological condition leading to type 2 diabetes. Non-genetic diabetes is entirely avoidable with an appropriate lifestyle.
To combat a widespread issue like poor eating habits and with the noble intent of encouraging more conscious and virtuous consumption among the population and the food industry, Italy will also introduce a Sugar Tax starting in 2025. This tax on sugary products aims to promote healthier consumer behaviors.
Foodrinks, the company I own, has always been sensitive to and ahead of changing times. For at least 15 years, we have been distributing Thai Break®, a delightful pre-mixed coffee and ginseng beverage.
Thai Break® SENZA is the same product without added sweeteners and free from high glycemic impact ingredients, unlike those found in so-called “zero” soft drinks.
Therefore, the sweet taste can be adjusted separately during consumption or even avoided, as the taste of Thai Break® SENZA allows. This enables us to raise awareness for commercial distribution without waiting to be forced by the tax introduction.
An eventual sweetened version of Thai Break® remains available and is already widely known and well distributed.
There is no point in saying “I didn’t know” when the expected impact arrives. We are here for those who know and even for those who don’t.
4o mini
