Plain food and drink packaging would cause huge losses at major brands

Between them, these firms control 1,242 brands, 907 of which are used to market alcohol, confectionery, savoury snacks, and sugary drinks.

The consultancy claimed that entire brand portfolios of companies specialising in alcoholic drinks, such as Heineken, AB InBev, and Pernod Ricard, could fall within the scope of the legislation, jeopardising future revenue streams. When extrapolating the data results to all major alcohol and sugary drinks brands, the study predicts a loss of $293 billion for the beverage industry globally.

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Food and beverage brands stand to lose nearly $300 billion if "plain packaging" laws similar to those recently enacted for tobacco products in several countries were applied to alcohol, sugary drinks, confectionery and savory snacks, according to a report from brand valuation consultancy Brand Finance. However, losses are expected to be higher, because the estimates are based on reduced brand strength and marketing effectiveness, and do not take into account further potential losses resulting from changes in price and volume of the products sold, or illicit trade.

The Coca-Cola Company and PepsiCo would be the companies with the most value at risk with about US$47.3bn and $43.0bn respectively, which translates to about 24% and 27% of their total enterprise values. "Plain packaging also means losses in the creative industries, including design and advertising services, which are heavily reliant on FMCG contracts".

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"Predicted loss of brand contribution to companies at risk is only the tip of the iceberg".

The move to plain packaging, the report says, would limit the effectiveness of brands as marketing tools, and make it far more hard for companies to differentiate their products.

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