Capsules soft drinks can harm sales of drinks in supermarkets?

After the success of the espresso machine, now is the time the drinks machine. Christened Brastemp b. blend, appliance, released by Whirlpool in partnership with Ambev, can now be used with refrigerant type capsules Guarana. But the idea is that consumers can prepare also other drinks at home.
According to information disclosed by the companies, the machine allows you to produce 10 types of beverages in more than 20 different flavors. "The world is thirsty for innovation and we seek not only to accompany this movement but also anticipate it. Bet on a new way of consuming drinks, "says Marcel Regis, Vice President of Ambev sodas. "B. blend is the first platform in the world drinks in capsules all-in-one – in Portuguese, something like all in one", completes Fernando Yunes, Vice President of new business, consumer services and Whirlpool Latin America parts.
For now, the machine and their respective capsules can only be found on the company website. The price is still high. It costs around £ 3,500 .00. But, as the manufacturers to gain scale, it is possible that the value fall. However, the biggest question is if the equipment would undermine sales of traditional drinks in supermarkets. "It's hard to make predictions at the time, because it depends on a series of strategies that will be adopted by the supplier of the machine," says Adalberto Viviani, drinks specialist consultancy Concept.
For him, there is a tendency of many products reaching the market as being differentiated. It was a natural way the consumer-used with the coffee powder-pass to buy the coffee capsule version. "In the case of sodas, I believe the way is more long and complicated, because there isn't a gourmet soda, for example. We would need to build arguments of differentiation, "says the consultant.
At first, Viviane stated that the new drinks should not lose sleep over the retailer, because it can become opportunity. "The capsules take up less space than two-liter packs and must have greater added value for being new. As the segment is very horizontalized, food retailers can be an important sales channel, "says, analyzing what could occur if the product will be marketed in supermarkets.
Given this scenario, it is recommended that the supermarket notice carefully if the sets of beverage machine will pick up among consumers. It is necessary to consider also if and when the appliance will be available to be sold in stores in the industry, as is the case with coffee machines. And be very careful to understand if this new proposal is pleasing the consumer to know the right time to include in the assortment.