Imagine a portable jar that serves as a container and as a ready-to-serve glass,  and which includes a mix of organic fruit concentrate (50 ml).  The jar permits you to create your own drink depending on the type of liquid (200 ml) that you add. The liquid could be plain tap water, sparkling water, boiling water, beer or wine. The result? A 250ml finished beverage to enjoy as lemonade, fizzy soft drink, hot fruit drink (tea), a “shandy” or a “radler,” or even a cider or wine spritzer. All these serving solutions in one product, using the same concentrate in the Mason jar.

Meet CIRUB, the brain child of Danish entrepreneur Murat Aksoy, a supplier of innovative food concepts at Fast Moving Consumer Foods, FMCG.

“CIRUB can also be used as an alternative alcohol drink by adding vodka, gin or rum in a bar, café, restaurant, event, reception or at a private home party,” said Mr. Aksoy when describing the concept to OWN at the beautiful Torvehallerne, an exciting market in downtown Copenhagen.

Why CIRUB? “Organic ready-to-drink beverages are popular and very trendy today, but there have not been any new products offering anything other than new flavors,” said Mr. Aksoy. With the high demand for innovative consumer goods, the waste of empty bottles (especially those made of plastic) is posing a severe problem that needs to be addressed. CIRUB proposes a new product presentation in the beverage category, with simple packaging that is re-usable. Consumers are also more interested in food, and preparing their meals with healthy natural ingredients- but they like the convenience and prefer brands that save them time and offer easy ways to do it yourself (DIY). “Health conscious consumers do not want synthetic additives, and they like pre-products, where they can create the final product.”

“Over 80% of all ready-to-drink products contain mainly water, which increases the amount of CO2 during transportation as a result of the heavy loads,” said Mr. Aksoy. By adding tap water to a pre-product, CO2 emissions can be reduced quickly. And why a simple Mason jar as a container for CIRUB? In Denmark, 90% of all glass is recycled. After Sweden, we are the best nation to recycle glass.”

CIRUB offers a concentrate in four flavors: tonic, ginger ale, raspberry, and cola.

The innovative concept is mainly targeted to HORECA customers, a segment that includes bars, restaurants, hotels, and the food catering business. Testing CIRUB at the beautiful Torvehallerne market for a month, selling units and doing many tastings, Mr. Aksoy established that the container would need to be adjusted for consumers on-the-go, and the label would also need some adjustments. The amount of sugar also had to be reduced, as consumers now read labels and expect foods low in sugar, salt, and fat. But the most critical reaction was that people loved the concept of a versatile beverage product presented in a simple Mason type of glass jar. “Some people were surprised, some laughed at the idea, but everyone loved the concept,” said Mr. Aksoy. “The Torvehallerne market is a popular tourist destination, and many people stated that they would like CIRUB exported to their country,” he said. “But my biggest challenge now is to make sure people will understand the concept quickly when they see the product.”

At the time of closing this edition, the next steps in the project were preparing the final prototype and finding a production partner and investors to provide funding for a marketing team and an advertising campaign.

CIRUB is the first innovative product Mr. Aksoy has developed under Fast Moving Consumer Goods. Prior to this he worked for the largest producer of syrups in Denmark – O. Kavli, a Norwegian firm with offices in all Scandinavian countries. “I come from a family with over 25 years in the restaurant business. I have a passion for food, and I am a problem solver.” Mr. Aksoy obtained his degree in Economics and Marketing at the Copenhagen School of Business and did his Masters on innovation in small and medium size companies. “I have plans for extensions of the basic prototype ready to present when the time is ready to surprise consumers again. “

It may take a while for CIRUB to take take off, but the fact that Mr. Aksoy is thinking outside the box and searching for solutions to avoid over-packaging in the beverage sector is already a sign that he is headed in the right direction.

Mr. Aksoy will present CIRUB at BioFach this coming February 15-18 in Nuremberg. He will be exhibiting under the Bio aus Daenmark / Organic Denmark pavilion in Hall 5.