The View from A Farr – Majors must keep innovating

By Annette Farr | 20 November 2008

The soft drinks sector has been kept energised by a wealth of product innovation in recent years, particularly from entrepreneurs and smaller companies, but the global downturn threatens to stem the flow of creative thinking. Annette Farr believes it is the responsibility of the major players to take on the risk of developing new drinks concepts and keep the tradition of innovation alive.

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The soft drinks sector has been kept energised by a wealth of product innovation in recent years, particularly from entrepreneurs and smaller companies, but the global downturn threatens to stem the flow of creative thinking. Annette Farr believes it is the responsibility of the major players to take on the risk of developing new drinks concepts and keep the tradition of innovation alive.

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