Quality

The brewery sector has in the past ten years made investments amounting to DKK 1.1 billion.

Investments are important to fulfilling the company’s strategy of continuing to ensure a high level of sales within the beer and soft drinks segments, while at the same time focusing on developments and new trends within these categories with regard to product types and quality as well as packaging and package solutions.

As part of this strategy, the company has invested in a new high-tech process plant for the manufacture of aseptic products, which makes it possible to manufacture products without the use of preservatives.

With the new production technology, the company has been able to produce a large number of new quality products targeted at a fast-growing segment of consumers who are demanding innovative products within the beverages segment; products which meet consumers’ and the market’s increasing demand for products which are both healthy and natural. The company has decided to focus on four product categories: juice,

smoothies, ice coffee and milk-based beverages.

In January 2008, the new juice and smoothies variants were introduced in the Danish and German markets, and the products have most recently been launched in Sweden. In Denmark and Sweden, the products have been launched under the PURE name, while they are primarily sold within the private label segment in Germany. Product development continues within this segment, and a large number of new and exciting variants are due to be introduced in 2008.

The development and launch of the new juice and smoothies products have naturally attracted considerable attention, while new soft drinks products without preservatives have also been developed, based at the new aseptic plant. These products are seeing increasing demand in the German market. Moreover, a children’s

series containing 50 per cent juice and without preservatives has been introduced, while a large number of new specialty products have also been developed.