Flavours & fragrances
consumption per capita reached Australian levels, the category would already be worth £250m. “In the UK, a greater focus on health and wellness is pushing kombucha into the mainstream, and this will continue to grow,” says Hadley.
More and more consumers are looking for herbal flavours such as ginseng root, ginger and pepper flavours, each with their own botanical benefits.
the supermarket that claimed to be healthy but really weren’t, fruit juice itself being a prime example. “They saw this as an opportunity to make it right, and although Remedy has grown massively since it was founded in 2012, expanding into markets across the globe, it remains true to the authentic brewing techniques the founders started with in their kitchen,” says Hadley.
Remedy drinks are live, unfiltered and unpasteurised, meaning they are full of live cultures and antioxidants. Just as important is what they leave out. The drinks are free from artificial sweeteners, and although sugar is used in production, none remains by the time it reaches the consumer as it’s converted into organic acids during the long-age brewing process.
“Some people have a hard time believing healthy can also taste good, but we are noticing this is becoming less and less of a barrier.”
Ian Hadley
The brand also offers a line of energy drinks that deliver the same caffeine levels as the big players in the market, albeit with all the brand’s usual health benefits. “We’ve used natural ingredients such as green tea, raw coffee bean extract and ginseng, delivering an exciting alternative to traditional sugary energy drinks,” says Hadley. While the UK’s kombucha market is still relatively undeveloped, it is entering a rapid growth phase. Grocery kombucha sales will exceed £20m this year, growing at 23% year-on-year, and according to Hadley, Remedy has driven more growth in the category over the past year than all the other brands put together. Elsewhere in the world, the market is more developed, not least in the US, Canada and Remedy’s home market of Australia. If the UK’s
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Botanicals and citrus are in A challenge for any functional drinks producer is ensuring that the beverages taste good too. Hadley says that Remedy purposefully crafts its drinks to be accessible to the mainstream soft drink consumer, making them a simple swap for anyone trying to improve their health and well-being. “It’s not as simple as creating a product that has little or no sugar – it must taste great to keep customers coming back for more,” he says. “We are proud to offer kombucha that isn’t an ‘acquired taste’, with flavours such raspberry lemonade and ginger lemon delivering a complex blend of sweet and sour notes that are perfectly balanced by our chief brewer. Our newest launch, Orange Squeeze, delivers a healthier version of an orange fizzy drink that is hugely resonating with UK audiences.” For wildwonder, its botanical flavours are a clear differentiator for its brand, mixing subtler tastes like ginger, turmeric and elderberry with the boldness of a California fruit stand. The brand’s best-selling flavour is strawberry passion, but with the recent launch of pineapple paradise quickly saw the new flavour reach the top three best-selling items at Sprouts, the US whole-food supermarket chain. Both these brands intersect nicely with the Flavorman report, which says citrus flavours are this year’s most prominent flavour trend. Generally, consumers are looking for “uncomplicated citruses with growing interest in orange, grapefruit, lime and other berry blends”, while other popular flavour extracts include “botanicals such as butterfly pea flower, black tea and chamomile”.
On top of that, consumers are seeking “herbal ingredients such as ginseng root to strengthen immune systems, ginger for cognitive energy and pain relief, and pepper flavours that provide a functional mouthfeel”. In other words, drinks that not only are healthy but that taste healthy too – and as a new generation of consumers are realising, that doesn’t have to mean punishing. According to Hadley, Remedy will continue to focus on developing consumer awareness and understanding, with a particular emphasis on sampling to showcase its flavours. “Some people have a hard time believing healthy can also taste good, but we are noticing this is becoming less and less of a barrier,” he says. As the wellness trend continues, it is no surprise that more and more companies will continue experimenting with health and flavour. ●
Ingredients Insight /
www.ingredients-insight.com
chomplearn/
Shutterstock.com
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