Bionade

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Bionade is a non-alcoholic soft drink of the Hassia mineral springs belonging Bionade GmbH from Ostheim in Lower Franconia .

It is available in the flavors elderberry , lychee , herbs, lemon- bergamot , currant-rosemary, ginger - orange , raspberry-plum, scattered fruit as well as naturally cloudy orange and naturally cloudy lemon. The quince , cola and active varieties are no longer produced .

Since 2019, in addition to 0.5-liter PET bottles and 0.33L glass bottles, the varieties elderberry, naturally cloudy lemon, naturally cloudy orange and litchi have also been available in 0.5-liter glass bottles. 92% glass and 8% PET containers are used.

Manufacturing

The varieties naturally cloudy orange and naturally cloudy lemon (2019)

Bionade is a Bio - soft drink obtained by fermentation (fermentation) of malt from controlled-biological materials obtained is prepared.

The bees served as a model for the production of Bionade: “Dieter Leipold, the inventor of the Bionade, worked for a long time until he discovered the recipe for this natural fermentation process. The bees provided the model: They use a special enzyme, glucose oxidase, to make the honey more durable. The enzyme converts sugar into mild organic gluconic acid . "

In the patented manufacturing process, one of the bacterial strains contained in Kombucha ( Gluconobacter oxydans ) does not ferment natural sugar into alcohol, as in brewing beer , but into gluconic acid . Similar to beer, only the raw materials malt and water are used. After storage and filtration, carbon dioxide , a pinch of sugar and, depending on the taste, natural fruit and herb aromas are added. The gluconic acid acts as a preservative .

raw materials

Bionade uses ingredients of 100% organic quality and completely dispenses with the use of artificial additives. This applies to the fruits, the grain as well as the herbs and natural fruit flavors. In 2005, Bionade started the Bio-Landbau Rhön initiative , a regional cultivation project that unites certified organic farmers and is supposed to guarantee them, for example, 100% harvest purchases at fair prices.

sustainability

Bionade describes its own claim “to do business with decency towards society and nature and to take responsibility. [This means]: respect, honesty, fairness, transparency. ”The company supports initiatives to promote biodiversity and is committed to nature conservation and environmental education: Since 2014, Bionade has started beekeeping.

history

Bionade was invented in 1994 by master brewer Dieter Leipold , who died in 2014 . The families Leipold and Kowalsky were owners of the time before insolvency standing Peter brewery in Ostheim vd Rhon.

The Bremen entrepreneur Helmut Diez and his IPM team were responsible for the restructuring of the insolvent Ostheimer brewery. Helmut Diez and IPM recognized the innovation potential and developed the first marketing, company and distribution models for Bionade.

Leipold has transferred the patent and trademark rights to Terragetik GmbH & Co. Innovations KG , 80% of which is owned by his wife Sigrid Peter-Leipold and his sons Stephan and Peter Kowalsky as well as two patent attorneys with 10% each.

The Bionade Germany GmbH sold the concentrate to the Bionade GmbH (owned 51% and 49% Egon Schindel Stephan and Peter Kowalsky).

The shares of Egon Schindel or the Rhönsprudel would have returned to the Leipold family in 2025. According to an article in the Lebensmittel Zeitung , this share was to be sold through the Sal. Oppenheim bank . Coca-Cola and the Leipold family , among others, have expressed interest. The company's management rejected a takeover offer from Coca-Cola . The neologism Bionade-Biedermeier was created in 2007 and has since been used for social groups and gentrification phenomena that emphasize sustainability

On 1 October 2009 it was announced that the Oetker Group belonging Radeberger Group will take over the 51 percent share of Egon Schindel Holding GmbH to the distribution company for Bionade for about 20 million euros. By April 2010, Oetker's stake had been increased to 70%.

The success of Bionade in Germany brought a large number of similar and new types of soft drinks from different manufacturers onto the market. In July 2007, at the request of Bionade GmbH, the Hamburg Regional Court issued an injunction against the Plus retail chain regarding the distribution of a similarly designed product.

After a drop in sales and a dispute between the founding family and Radeberger about the future corporate form, the founders sold their remaining 30% stake to Radeberger / Oetker in February 2012.

On January 1, 2018, Hassia Mineralquellen GmbH & Co. KG took over BIONADE GmbH and thus 100% of the Bionade and Ti refreshment tea brands.

While the "Bionade production site in Franconian Ostheim" remains an integral part of the brand and "the employees working there will continue to be employed with the takeover", the marketing and sales team is based at Hassia Mineralquellen in Bad Vilbel.

Marketing and Distribution

After initially only health clinics and fitness studios were customers, in 1997 the Hamburg beverage wholesaler Göttsche Bionade added to its range. In this way it found its way into Hamburg restaurants and pubs and became a trendy drink. One reason for this success is that Bionade is a non-alcoholic drink in a classic beer bottle . The increasing demand in Hamburg ensured that the North German drugstore chain Budnikowsky added the drink to its range. In addition, Bionade has now become part of the standard range of most organic shops and organic supermarkets in Germany. In 2002 already 2 million bottles were sold.

Following articles in business magazines such as brand eins or manager magazin about drinks in 2003, large supermarket chains also added Bionade to their range.

The company experienced a further boost in sales and an increase in awareness when Deutsche Bahn added the drink to its standard range for on-board catering ( dining car ) on October 1, 2006 , as well as from the inclusion in the range of the McDonald’s shop-in -the shop concept "McCafé" in 2007.

Since early 2005, Bionade is in addition to the 0.33-liter returnable bottle from glass (also mandatory deposit) 0.5-liter in the disposable version of PET offered primarily at petrol stations, railway stations and airports.

Since Coca-Cola was unable to take over the company, it began selling the Bionade products as commercial goods through its subsidiary CCE from 2005 . In 2010 Radeberger took over sales. At the end of 2007 Bionade was present on the European market as well as in some countries outside Europe and in the USA.

On July 1, 2008, the price of Bionade was increased by 33% to a bottle price of 79 cents. The reason that you have to set yourself apart from imitation products - because “the original is the most expensive product” - met with criticism from dealers, consumers and the press. As a result, sales dropped massively from 200 (2007) to 160 million bottles (2008). The increase is said to have come under pressure from the majority shareholder, Egon Schindel Holding GmbH.

To the average consumer end user the purchase decision through clearer brand design to facilitate the "mineral composition drink" in 2008 Bionade Forte in active Bionade renamed. Nothing was changed in the recipe. In addition, the German School Sports Foundation was supported from now on . In 2008, the manufacturer also supported youth training for the Olympics .

rating

Measurement results at Öko-Test

According to the manufacturer, Bionade contains around 4% sugar . In a test by the Öko-Test magazine in January 2008, however, a significantly higher proportion of sugar was found in various samples of the ginger-orange flavor . In addition, the commissioned laboratory found an increased nickel value. The Bionade was therefore only rated “satisfactory”.

The manufacturer described the measurement results as incorrect and initially obtained temporary legal protection from the Hamburg district court , which prohibited Öko-Test from publishing the results. However, this injunction was lifted in early March.

In a statement on January 7, 2008, Bionade GmbH stated that it could not confirm the increased nickel value and that its own measurements had shown significantly lower values. However, it did not apply for an injunction against the publication of the nickel value. Bionade GmbH also stated: “The sugar content of around 6 sugar cubes per 0.33 l determined by Ökotest for Bionade ginger-orange is wrong, it is demonstrably the result of an incorrect measurement or measuring method. The actual sugar content is only 4.7 pieces of sugar per 0.33 l (= 43 g / l), as stated in the declaration. "

However, Bionade can no longer claim that the measurement or the measurement method is wrong. The company has issued a declaration of discontinuance to Öko-Test. Despite the declaration of cease and desist, the press release with the allegation was still online for almost a year. That then cost Bionade a contractual penalty of € 6,000.

Öko-Test announced in March: “In response to our objection and after an oral hearing, the court has now revoked the injunction. In the course of the dispute it turns out that Bionade apparently cannot guarantee consistent quality, at least in the ginger-orange flavor examined by Öko-Test. In the three studies presented by Bionade itself, the sugar content fluctuates by over 9%, and when the results of Öko-Test are taken into account, the fluctuation is even higher. In addition, the sugar content in all three results presented by Bionade is above the declared content. "

Calcium and magnesium content

In June 2008, at the request of "Landwert Bio Premium GmbH" , which offers a competing product with Limonade Bios , the Düsseldorf Regional Court decided in an interim injunction that Bionade should not be advertised with the high calcium and magnesium content, since the drink meets the minimum requirements of the legislature by far not achieved. The regional court confirmed the decision on July 23, 2008. After that, from August 1, 2008, Bionade may only advertise the Aktiv variety as rich in calcium and magnesium.

Bionade also took action against Landwert Bio Premium GmbH before the Hamburg Regional Court to prohibit certain information about the drink and a comparison of the sugar content; this was only partially achieved.

Research by Foodwatch

In November 2008, the Foodwatch organization researched that Bionade was not 100% organic. For example, there are not enough organic lychees to turn them into organic juice. Peter Kowalsky explained: “Unfortunately there has never been enough organic lychees.” The company is currently having a plantation prepared in South Africa, the yield of which can be expected in three years. The EU organic seal stipulates that at least 95% of products certified with it must come from demonstrably organic cultivation. In the past, Bionade took advantage of this leeway due to a lack of product availability. Since 2009, however, Bionade claims that it has only been using agricultural raw materials that are 100% organically grown.

Sales figures

Bottles sold in the millions

While sales in 2002 and 2003 were two million bottles, in 2004 they were around 7 million, in 2005 20 million, in 2006 already 70 million and in 2007 even 200 million bottles. In 2008, after a significant price increase (see above), only 160 million bottles were sold. In the following year sales slumped to 85 million bottles and dropped to 60 million bottles in 2010. This sales was stabilized in 2011. For marketing experts, the explanation lies, in addition to the price increase, in a loss of image as a result of the takeover by the Radeberger Group and in a consequent inconsistent marketing strategy.

literature

Web links

Commons : Bionade  - collection of images, videos and audio files

Individual evidence

  1. ↑ Bionade natural cloudy lemon and natural cloudy orange - data & facts. In: bionade.de. Retrieved March 4, 2020 .
  2. ↑ Responsibility report for the years 2011, 2012, 2013. (PDF) In: bionade.de. Retrieved May 15, 2017 .
  3. ↑ Bionade shrunk to normal size / Beverage Marketing 7/2012 | Marketing EXCHANGE. Retrieved October 11, 2017 .
  4. ↑ Bionade press release April 2019. Accessed on March 11, 2020 .
  5. ↑ Nielsen: LEH + DM + GAM incl. NK, sales in L, lemonades and FSG with CO2, brand Bionade, YTD FEB 2020
  6. ↑ Raw materials used. In: Website - Bionade. Retrieved April 11, 2020 .
  7. ↑ Sustainability report for 2017, 2018. (PDF) Bionade, p. 12 , accessed on March 10, 2020 .
  8. ↑ Kowalsky, Peter; Blum, Wolfgang; Weber, Torsten ": Brand Differentiation: Innovative Concepts for Successful Brand Profiling, Wiesbaden, 2011, doi : 10.1007 / 978-3-8349-6376-5_12
  9. ↑ Bionade: What's in it. All Bionade varieties that are available in Germany in one list. June 18, 2019, accessed on March 26, 2020 (German).
  10. ↑ Bionade raw materials. Retrieved March 17, 2020 .
  11. ↑ Bionade starts the Rhoen organic farming project. Retrieved March 17, 2020 .
  12. ↑ Press release February 2020. Accessed on March 26, 2020 (German).
  13. ↑ Marlene Triltsch: All Bionade varieties that are available in Germany in one list. Bionade: What's in it. June 18, 2019, accessed on March 26, 2020 (German).
  14. ↑ a b Marco Lauer: The madness in the bottle. In: the daily newspaper , September 18, 2006, p. 4
  15. ^ Art & Lemonade "Bionade" , View GmbH, Atelier for Food Photography, Zurich.
  16. ↑ Does Coca-Cola reach for Bionade? In: Hamburger Abendblatt , August 1, 2009, p. 26
  17. ^ By Henning Sußebach: Bionade-Biedermeier. In: ZEIT ONLINE. November 7, 2007, accessed September 26, 2015 .
  18. ↑ Jill E. Twark, Axel Hildebrandt: Social Consciousness in the Bionade Biedermeier: An Interview with Filmmakers Marc Bauder and Dörte Franke . Envisioning Social Justice in Contemporary German Culture. Boydell & Brewer, 2015, ISBN 978-1-57113-569-8 ( limited preview in Google Book Search).
  19. ^ Yvonne Franz: Gentrification in Neighborhood Development: Case Studies from New York City, Berlin and Vienna . Vandenhoeck & Ruprecht, 2015, ISBN 978-3-8470-0400-4 ( limited preview in Google book search).
  20. ↑ Jörg Albrecht (Leipzig): From ›Kohlrabi apostle‹ to ›Bionade-Biedermeier . In: Martina Löw (Ed.): Diversity and Cohesion: Negotiations of the 36th Congress of the German Society for Sociology in Bochum and Dortmund 2012, Part 1 Campus Verlag, 2014 . Campus Verlag, 2014, ISBN 978-3-593-50082-9 ( limited preview in Google book search).
  21. ↑ Radeberger buys the majority of Bionade. In: Spiegel Online , October 1, 2009
  22. ↑ Takeover: Radeberger buys Bionade majority. In: Der Spiegel , October 1, 2009
  23. ↑ Oetker Group takes over Bionade. In: The time . October 2, 2009, accessed February 4, 2012 .
  24. ↑ Sales concerns: Oetker sacrifices margin from Bionade ( Memento from April 28, 2010 in the Internet Archive )
  25. ↑ a b Bionade with a new swing: Oetker increases to 70 percent. In: Neue Westfälische from April 10, 2010
  26. ↑ Richard Rother: Competition of the bottles. In: the daily newspaper , July 13, 2007
  27. ^ Astrid Maier: Bionade takes action against Discounter Plus ( Memento from August 10, 2007 in the Internet Archive ). In: Financial Times Deutschland , July 12, 2007 (fee required)
  28. ↑ Bionade founders sell completely to Radeberger. Focus Online, last accessed February 1, 2012
  29. ↑ Rosbacher's mother grabs Bionade. In: Handelsblatt . Retrieved October 10, 2017 .
  30. ↑ New start for Bionade? Hassia has big plans for the cult drink. In: Wetterauer Zeitung. March 15, 2019, accessed June 23, 2020 .
  31. ↑ a b Radeberger Group puts two of its alcohol-free brands in new hands. In: Beverage World. Retrieved June 23, 2020 .
  32. ^ Hassia and Bionade GmbH. Retrieved June 23, 2020 .
  33. ↑ a b c Katja Michel: The core of the bubble. In: Der Tagesspiegel , July 2, 2006
  34. ↑ Georg Dahm: That works: Braumeister's Anti-Cola. ( Memento from February 1, 2013 in the Internet Archive ) In: brand eins , No. 7, 2003
  35. ↑ Diluted cult status of the Bionade: The eco-lemonade wants to quench the thirst of a broader audience. In: Nürnberger Nachrichten of February 6, 2011
  36. ^ Wolfgang brain: magic drink from the Rhön. In: manager magazin , No. 10, 2003
  37. ↑ Birgit Dengel: McDonald's is tändelt with Bionade ( Memento from September 29, 2007 in the Internet Archive ). In: Financial Times Deutschland , August 11, 2007
  38. ↑ Steffen Fründt: Coca-Cola attacks Bionade with a new lemonade. In: Welt-Online , June 28, 2008.
  39. ↑ Violent reactions to the Bionade price increase. weblog of the hospitality portal "Abseits"
  40. ↑ The cult drink Bionade is 33% more expensive. In: The world
  41. ↑ slump in sales at Bionade? In: W&V
  42. ↑ Carsten Dierig: Eco-Brause: How lemonade producer Bionade sells itself. In: Die Welt from October 3, 2009
  43. ↑ Quarrel with co-owner: Bionade boss distances himself from his own price increase. In: Der Spiegel from August 29, 2009
  44. ↑ Bionade Forte becomes Bionade Aktiv , March 10, 2008, bio verlag gmbh
  45. ↑ Bionade moves away from activists. In: taz of January 22, 2011
  46. ↑ To the test of organic lemonades.  ( Page no longer available , search in web archives ) In: Öko-Test@1@ 2Template: Toter Link / www.oekotest.de
  47. ^ Statement by Bionade GmbH ( Memento from November 5, 2014 in the Internet Archive ) (PDF file; 419 kB)
  48. ↑ Article in the Öko-Test from May 2009, accessed on February 1, 2012
  49. ^ Communication ( Memento of March 4, 2016 in the Internet Archive ). In: Öko-Test 03/2008
  50. ↑ Bionade in the calcium fight . In: Spiegel Online
  51. ↑ Bionade in the shower war. In: Spiegel Online
  52. ↑ Az. 37 O 74/08
  53. ↑ markt 8 GmbH: Gastronomy, hotel industry, news, jobs, contacts, drinks, about-drinks. Retrieved October 11, 2017 .
  54. ↑ Bionade is running out of juice . In: sueddeutsche.de . 2010, ISSN  0174-4917 ( sueddeutsche.de [accessed on October 11, 2017]).
  55. ↑ Eco boom: Bionade is reaching the limits of raw materials. In: Spiegel Online , November 14, 2008
  56. ↑ Everything organic.  ( Page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. . In: Bionade.de , July 16, 2011@1@ 2Template: Dead Link / www.bionade.com  
  57. ^ Press release from Bionade GmbH, Ostheim / Rhön, September 2006
  58. ↑ taz (2009): Consumers punish Bionade , September 1, 2009, online
  59. ↑ a b Die Zeit (2012): Bottle without a message, February 10, 2012, online
  60. ↑ Liquid frozen pizza . In: taz of November 24, 2011