Strategic commercialization: building a brand from ingredient to consumer

Strategic commercialization of beverage products was the topic of Neil Kimberley's presentation at Nutracon 2013, where industry experts discussed current and future consumer and industry trends, their latest research and product knowledge.

Kimberley, former director of global innovation strategy at Hershey's, explained the cycle new products go through at large companies. This segment from his presentation highlights this commercialization process.

For information on ingredients and additives used in beverages, NBJ/Engredea's Monograph on Sweeteners can provide an industry overview, comparisons of sweeteners, information on natural sweeteners and more.