Aguapanela with lemon and gas, Postobón’s new bet in the beverage market

José González Bell – jgonzalez@larepublica.com.co

In line with its commitment to innovation and alignment with consumer trends, Postobón presented a new brand: La Nuestra, which initially arrived on the market with a slightly carbonated drink of panela water with lemon.

“We continue to demonstrate our ability to innovate, which is reflected in the evolution of the portfolio in categories and in the incorporation of new natural ingredients aligned with consumer trends. La Nuestra is an alternative to continue leading the market, providing consumers with a proposal that connects them with their essence, ”said Juan David Vélez Gómez, Vice President of Marketing for Postobón.

The new drink incorporates panela as a 100% natural sweetener of Colombian origin, in addition, it is rich in vitamin C, has a natural lemon flavor and does not contain artificial colors or flavors. It also has a slight touch of gas and will be in the 400 ml presentations. and 1.5 lt., which are made of recycled PET material and are 100% recyclable.

The process of incorporating panela into the beverages of Postobón’s portfolio has been carried out hand in hand with the National Federation of Panela Producers. With the union, suppliers with high quality standards were selected and, in addition, the formulation of a social and shared value project began, which will contribute to the growth and productivity of this sector on which more than 350,000 families depend.

“With Postobón we have developed a very interesting job, with which we are going to give sustainable value to the panelero sector. We began the formulation of a shared value project that will aim to strengthen social capital, enhance the regional economic importance of panela, promote its roots, identity and culture, as well as its nutritional value, within the framework of sustainability, always remembered that paneleros are the Life Force of the Colombian countryside, ”said Carlos Mayorga, manager of Fedepanela.

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