Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

The Immunity Opportunity

Back To Insights

While beverage companies have been formulating with vitamins and minerals for years, like vitamin D and vitamin C used in milks and juices, respectively, for decades, technological advancements in beverage formulations is impacting ready-to-drink beverages, says Samantha Ford, director of business development at AIDP Inc., City of Industry, Calif…

More so than government-recommended guidelines, Holly McHugh, marketing associate at Niles, Ill.-based Imbibe, believes consumers are choosing products with vitamins and minerals based on what they believe is important for their well-being. “Easy access to information online and personalized health technologies like FitBit and at-home wellness tests have enabled consumers to perform their own research about dietary needs,” she says.

Read the full article in Beverage Industry.

Keep Reading:

Are You Ready for the Shift to Natural Food Colors?

For many, readiness depends less on regulatory intent and more on practical realities like formulation stability, flavor impact, cost targets, or supply chain constraints. How ready is your team? Take a two-minute assessment to find out!
READ MORE

FDA Takes a New Approach to “No Artificial Colors”: What Food & Beverage Teams Need to Know in 2026

The headline is clear: the FDA is actively facilitating the transition away from petroleum-based synthetic dyes. What’s less clear is what this means in practice—and how ready most teams actually are to act on it.
READ MORE

Beyond Protein: Why Fiber Is the Next Formulation Opportunity for Food & Beverage Brands

The market is moving beyond protein. Fiber is the next major formulation opportunity for food and beverage brands aiming to lead the gut health revolution and capture the next wave of consumer wellness.
READ MORE

Notice: Holiday Closure

Imbibe will be closed April 2, 3, 8, and 9. Please expect some delays in our response during these dates.

Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.