Refreshers are one of the fastest-growing beverage categories in the catering industry. Demand for these refreshing, non-carbonated drinks is growing rapidly, putting the infrastructure and logistics of restaurant operators worldwide to the test. A promising solution to this challenge is a bag-in-box system. Packaging manufacturer SIG is developing bag-in-box solutions specifically for the fast-paced catering sector.
The bag-in-box technology offers an efficient way to store and dispense large quantities of beverages without any loss in quality. These systems are particularly suitable for the refresher category, as they preserve the taste and colour of the drinks whilst simultaneously increasing operational efficiency. Caleb Bryant, Category and Insights Manager for North America at SIG, emphasises the importance of these systems: „Our job is to bridge the gap between ambition and operational reality.“
Challenges of the refresher category
The introduction of Refreshers to the ranges of major chains such as McDonald's and Starbucks demonstrates the potential of these drinks. Yet with rising demand come challenges as well. The recipes are often complex, which slows down preparation in restaurants and strains staff resources. In addition, there is a high risk of a drop in quality if the drinks are not stored or served correctly.
Bag-in-Box as a solution
Bag-in-Box systems offer a solution to these challenges. They enable safe and hygienic storage of beverages, minimise waste through near-complete emptying, and are compatible with modern dispensing systems. These systems are not only efficient, but also sustainable, as they require less packaging material and optimise space utilisation.
„At SIG, we develop bag-in-box solutions specifically for the fast-paced foodservice sector. This starts with barrier films designed to ensure product integrity throughout the entire supply chain and extends to fitments, connectors and filling technologies that integrate seamlessly with a wide range of dispensing systems.“
Caleb Bryant, Category and Insights Manager for North America at SIG
SIG's bag-in-box systems for foodservice offer, among other things, a safe, self-contained product dispensing system that protects products and end users from contamination. They also enable product evacuation of up to 99 percent, thereby minimising waste and maximising product extraction from every pack. Simple tube connections and quick-release coupling systems ensure fast changeovers with minimal product contact. This makes bag-in-box not just a means of transporting large product volumes, but a platform for consistent, cost-effective beverage experiences.
Future-proof
As the range of refreshers evolves – moving from pure fruit variants to functional or particularly protein-rich varieties – equipment, packaging and recipes must be adaptable accordingly. SIG's approach is to build in flexibility right from the start. The BIB portfolio for foodservice therefore includes solutions designed for volume ranges from 1.5 to 20 litres. For operators, this means high volume flexibility, the option to use concentrates that are mixed with water on site and significantly reduce transport weight. Aseptics options also extend the shelf life of unopened products to up to a year without the need for a cold chain – ideal for global product launches and complex distribution networks.
„Future-proofing is not about predicting every taste trend,“ says Caleb Bryant. „It's about building systems that are flexible when, for example, operators in Southeast Asia want to launch a mango-lychee refresher, in Latin America a hibiscus-citrus drink, or in Japan a yuzu green tea – without having to rethink the entire back-of-house infrastructure.“
That is said to be crucial for global versatility. Although taste profiles vary by region, the underlying requirements – a high-margin, chilled, non-alcoholic drink that appeals to younger consumers and complies with operational conditions – are remarkably consistent. A robust BIB platform enables brand owners to adapt formulations regionally while standardising the critical processes of product protection, filling and dispensing.
From trend to long-term platform
The „refresher“ story shows how quickly a beverage category can evolve from a niche product to a mass-market product when several consumer trends converge. An analysis by Datassential shows that in the first half of 2026 there were already more market launches of „refreshers“ than in the whole of 2025, yet the drinks are still on fewer than two percent of US restaurant menus, and only a third of consumers state that they have ever tried a refresher. This gap points to significant growth potential.
Secondly, the „Refresher“ development illustrates how central packaging technology has become to both innovation and risk management. Decisions regarding bag-in-box systems, aseptic processing capabilities and compatibility with dispensing equipment are now closely intertwined with menu strategy, staffing models and sustainability goals.
How things continue with the category
„Looking to the future, we expect the refresher market to fragment further and develop towards the premium segment: more regional flavours, more functional variants, and more crossover products in the energy and protein drink sectors. At the same time, the economic environment will remain challenging,“ explains Bryant. This combination will favour systems that reduce total cost of ownership in packaging, logistics, and personnel, as well as enabling faster concept testing and time-to-market, including limited-time offers.
Caleb Bryant: „For SIG, this is precisely where the focus of the bag-in-box and wider foodservice portfolio lies. By combining deep industry knowledge with decades of technical expertise, we offer operators future-proof platforms for beverages such as refreshers in the short term, without compromising on quality or sustainability.“
Source: SIG
