Four commercialization leaders align to form IncuBev, a turnkey go-to-market solution for beverage brands

IncuBev, a collaboration among four companies with significant beverage commercialization expertise, has been launched to help brand owners bring their beverages to market faster by offering a unique turnkey project management solution. The companies are harnessing their collective knowledge and expertise to dramatically accelerate pre-commercial activities including product development, package conceptualization, prototyping, and activation for consumer testing and concept validation.

The IncuBev alliance includes Haney, a Packaging Microfactory™; PTI, a leader in packaging development; Symrise, a leading global supplier of natural flavor and nutrition solutions; and Califormulations, a unique provider of beverage formulas and small-scale production for commercialization trials.

All four companies have experienced the challenges beverage brands encounter when trying to successfully navigate the choppy go-to-market waters. Not having the resources of larger brand owners, those entrepreneurs frequently don’t know where to go for answers or may not even know what questions to ask. By harnessing the critical functions of beverage formulation, package design, contract manufacturing and logistics under one alliance, the IncuBev family of companies hopes to remove those pain points and guide brand owners to successful brand introductions.

According to Paul Graham, President, Symrise Flavors NA, “What differentiates IncuBev is that collectively, we are a single source that provides the flavor, the packaging, the printing, and the filling. The result is a true end-to-end beverage development ecosystem, from innovation to commercialization.”

For brand owners facing the challenges of consumer testing and validation for their new beverages, line extensions and product improvements, IncuBev’s multi-phase approach delivers speed, efficiency, focus, and agility from expert sources with a proven track record of commercialization solutions.

About Haney
Haney is the world’s first Packaging Microfactory^™, designed to connect innovation with the accelerated production of small-batch, consumer usable product samples for retail and e-commerce programs.

About Symrise
Symrise is a global supplier of fragrances, flavors, food, nutrition and cosmetic ingredients. Its clients include manufacturers of perfumes, cosmetics, food and beverages, pharmaceuticals and producers of nutritional supplements and pet food.
Its sales of approximately € 3.4 billion in the 2019 fiscal year make Symrise a leading global provider. Headquartered in Holzminden, Germany, the Group is represented by more than 100 locations in Europe, Africa, the Middle East, Asia, the United States and Latin America.
Symrise works with its clients to develop new ideas and market-ready concepts for products that form an integral part of everyday life. Economic success and corporate responsibility are inextricably linked as part of this process. Symrise – always inspiring more.

About Califormulations
Califormulations provides a fresh approach to food and beverage product development, using a unique innovation approach that is designed for speed, agility, flexibility and focus. Califormulations offers complete, end-to-end beverage innovation services that include consumer insights, prototyping, piloting, scale-up, packaging and more, all from a single source, with full project management. Founded in 2019, Califormulations is headquartered in Columbus, Georgia, and has over 100,000 s.f. of laboratory, production and office space.

About PTI
PTI is recognized worldwide as the preferred source for preform and package design, package development, rapid prototyping, pre-production prototyping, and material evaluation engineering for the plastic packaging industry.