The industry is changing /transforming; the trend to health and well-being has given consumers a new awareness of sugar. Beverage innovations are absolutely desired among consumers – they should be as healthy as possible and come with the highest possible value-add: innovations in every form, drinks in small packaging sizes that can be regarded as snacks – not just premium but even super premium – and drinks with texture. Unusual taste combinations – such as coffee and tea in combination with other flavors are increasingly gaining importance.