The soft drink market needs to get rid of oversized bottles, says Mirco Wiegert, CEO and co-founder of the sustainable brand fritz-kola. That would also put an end to the discussions about sugar and obesity.
Premium and mature
In the soft drink market, fritz-kola positions itself as an advocate of smaller portions, natural ingredients and sustainable packaging. Consumers are increasingly opting for conscious consumption and brands with a clear mission, observes Wiegert, who outlines the main trends in a sector undergoing transition in an interview with RetailDetail.
