aquelle company report
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aQuelle
AquelleSouth Africa’s pure natural springwater
that quenches consumers’ thirst
Its purity is even reflected in its name, which finds its origins in Latin and Germanic dialects. The Latin word for water, ‘aqua’ has been combined with the Germanic word Quelle, which means source. Since the brand, which now has three product ranges, launched in September 1998, it has captured the imaginations of South Africans wishing to consume healthier, more flavoursome drinks than sugar-heavy soft drinks which are so prevalent in the beverage market.
Aquelle is a South African brand that’s been utilising Kwa-Zulu Natal’s natural
pure water source for the best part of two decades.
SOuRCeAquelle water is found buried along a fault line close to Kranskop. As the brand explains: “Initially sought after to serve the needs of the community, it was discovered, when tested, that the water was too pure to bath in or garden with. It had to be bottled!” It was in 1997 that Aquelle’s bottling plant was established to bottle this exceptional water, and the following year it launched with four exciting typically South African flavours, namely Naartjie, Litchi, Marula and Honey Melon. Back then, the brand was showcased through a major sponsorship of the triathlon beach contest featuring the Ocean Warriors lifesavers. Marketing through sponsorship of several of South Africa’s community sporting events is a channel that Aquelle continues to utilise to maximum effect. Each year it actively supports outdoor events all over the country. Through this participation, the brand promotes a fun, wholesome lifestyle and allows thousands of competitors to enjoy an ice-cold Aquelle when they need it most. It is proud to be associated with such events as the Aquelle Madman Series, SA Masters Athletics, Spar Redhouse River Mile and Aquelle Tour Durban among many others.
FROM BeNeATH THe eARTH TO INSIDe A BOTTleAquelle’s bottling plant is tucked away in the heart of Kwa-Zulu Natal, where its pure and precious natural spring water flows under the earth’s surface. To preserve its purity, boreholes 70 metres deep have been sunk to prevent the collection of contaminated surface water. Every effort is taken to retain the natural quality found in the water, which is then pumped to the bottling plant where it is filtered with a unique filtration system to ensure the highest level of purity.
In the bottling plant, Aquelle uses unscramblers and airveyors to eliminate contamination of the packaging. As such, the water is flavoured, carbonated and bottled in a completely sterile environment. Each bottle and cap is rinsed with filtered, ozonated water. The plant is equipped with the flow-meter technology to avoid cross-contamination of product. In addition, all filling stations are located in laminar-flow units. The labelling and shrink-wrap process follows, before the bottles are palleted and distributed around the country.
The popularity of Aquelle has steadily risen, which has led to the continued expansion of the bottling plant and transport facilities. This expansion has been nothing short of extraordinary, with the plant now a staggering 36 times the size it once was. While its dimensions have grown from 360 square metres to 13,000 square metres, the machinery contained within it has undergone a major improvement too. Numerous advanced machines have been installed including blow-moulders which shape Aquelle’s customised bottles for the flavoured ranges on-site.
The Aquelle range has benefited from improved packaging and design which has been adapted over time. Each product is bottled in its own unique packaging design, as the company states:The Natural Spring Water range bottle has a classy feel and was engineered with specific functional benefits:- The Still variants have a flat base for better stability- The funky flip-top closure on the 750ml ensures a more hygienic, easier-to-open option just flip your thumb to open or close- Mega thirst quencher, the 5 litre bottle is economical
Value Added Solutionswww.hulettssugar.co.za
It’s more than an ingredient.It’s the whole solution.Huletts is SA’s No. 1 sugar brand with more than 120 years experience, offering sweetening solutionsfor every manufacturer in the food, catering, baking,confectionery, pharmaceutical and beverage industries.
Huletts is the only local manufacturer that offers awide range of:-
fl avours, textures and colours
National sales & distribution network
Backed by technical support
Tailor-made solutions
A variety of packaging solutions(25kg; bulk & semi-bulk)
Active Quality Assurance systems
Food Safety System Certifi cation -FSSC22000
18190
and conveniently fitted with a comfortable handleIn 2012, the new Flavoured Sparkling Drinks range bottle launched, packaged in a trendy, distinctive shape with a wave design to create a watery feel. “With a slim easy-grip waist, the bottle provides the perfect product for the active consumer,” says Aquelle.Now, Aquelle comes in even more flavours, a zesty Lemon as well as two Lite flavours, Peach and Youngberry, to meet the requirements of its ever-growing band of consumers.
DISTRIBuTIONAquelle boasts a dedicated fleet of 20 interlink trucks that deliver the
product throughout South Africa. These vehicles cover more than 2 million kilometres a year making sure Aquelle can be found in every corner of the country, while carrying Aquelle’s distinctive and recognisable branding to provide exposure on-the-go.Aquelle also exhibits at numerous trade and consumer shows including Hostex and Good Food & Wine. The brand’s presence at these shows provides the ideal opportunity for personal interaction with consumers and retailers and receiving invaluable feedback from the public to further improve what has become such a well-loved beverage range.
