The 21st century drinks market is bursting with innovation: new concepts, ideas and products to appeal to each discerning consumer demographic - and private label brands are no different. Meeting the multiple consumer demands is one of the challenges facing own label packaging and brand developers. They need to be ahead of the game to ensure consumers' packaging requirements are met and exceeded so retailers can compete with the big players.rnThe private label sector has never been so popular with consumers. Gone is the negative image associated with own label products - a student filling his basket with economy products that have simple and plain coloured packaging, for example. Retailers have now developed their own lines in response to increasing demands from consumers for products that cover the whole spectrum from squash, fizzy drinks and fruit juice for children's lunchboxes through to premium smoothies and fair trade coffees to suit the more discerning customer.rnBecause a private label brand lives in a retail environment to which it is directly connected, it can help to communicate the brand essence.
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