How To
What Goes Into a Stand Out Flavour?
It hasn’t gone unnoticed that consumer expectation has never been higher. Clean label. Low sugar. Innovative flavours. Today’s beverage producers have a lot to live up to if they want to ensure success as these trends show no signs of slowing down in 2020. Grabbing the attention of a demanding, health-conscious shopper requires careful thought, and every small ingredient can play a big part.
Global ingredients manufacturer Treatt has been creating natural flavour ingredients for over a century. From pinpointing the latest and emerging trends, to helping brands meet both regulatory obligations to create healthier options, Treatt has long been a trusted partner for many well-known drinks brands.
Global marketing manager Emma Bowles from Treatt commented: “Our natural extracts are present in countless beverages enjoyed around the world. We’re incredibly proud of the role we play in the sector, at the cutting edge of the flavour and fragrance development. With roots in the 19th century, we have long been a ‘silent hero’ in everything from soft drinks, sparkling waters and tonics, to your favourite Friday night tipple. As a result, there’s the potential for our products to reach consumers multiple times a day.”
Despite the history, the science and technology behind flavour ingredients can be a whole new world to those entering this space for the first time. Emma explains: “A flavour isn’t a single entity. Taste, smell, touch, sight, sound, temperature and colour, amongst other things, all impact how we experience a flavour. One flavour might be made up of hundreds of components, each playing a different part. Understanding how all these elements work and interact with each other are essential to creating exciting pairings that consumers will love.”
Treatt has a diverse portfolio that includes tea, citrus, fruit and vegetable solutions to name just a few, with expert teams in each specialist area. Working in close partnership with in-house development teams, Treatt frequently develop bespoke extracts used in everything from perfectly balanced iced teas to palette cleansing seltzers.
Emma said: “For instance, customers looking to reduce sugar levels without losing the sweetness, work with our sugar reduction solutions that can bring the rich and rounded flavour of sugar to a beverage without the calories. This allows the client to boast all important no sugar claims, while still delivering on flavour.”
With beverage brands under pressure in a competitive market, it can be a challenge to stay ahead of the curve. Food ingredients manufacturers like Treatt provide a fresh perspective when it comes to innovative flavours.
Emma adds: “Keeping one step ahead of the next big thing is incredibly important to ensure what we’re delivering is on-trend and so, critically, gives a product every chance of market success.
“Botanicals continue to be a big focus at the moment as the industry evolves from the elderflower boom. And of course, the low and no category is still in enormous growth. We never lose sight of what’s around the corner next, and have helped brands take advantage of the next big thing.”
Treatt has offices in the UK, USA and China and works with beverage brands around the world. If you’re interested in finding out more about Treatt’s natural extracts solutions then visit: www.treatt.com
