Beverages go hyper-customized: What claims are floating to the top?

Posted: April 18, 2018
In: In the Media

Consumers are increasingly turning to the functional beverage category as a way to fulfill key aspects of their personal nutrition routine, according to Imbibe.

The beverage development company has seen a rise in functional claims surrounding immune support, beauty enhancement, detoxifying benefits and improved cognition.

“Thanks to the proliferation of functional products they [consumers] can pick and choose beverages with benefits that fulfill their individual needs,” Imbibe marketing associate Holly McHugh told Beverage Daily.

In 2017, 27.2%% of all beverage launches in the UK and US featured functional benefits, an increase of 12.6% from the prior year according to Innova Market Insights.

Read the full article on Beverage Daily.

beverage, beverage customization, Beverage Industry, beverage trends, consumers, customization, customized beverage, flavor, flavor chemistry, functional beverage, functional beverages, functional flavors, Product Development, RTD, sustainability

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!

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.

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.

Beverages go hyper-customized: What claims are floating to the top?

Keep Reading:

Are You Ready for the Shift to Natural Food Colors?

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

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

Notice: Holiday Closure