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

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:

Why Relaxation Beverages Require a Different Flavor Strategy

Ingredients commonly associated with calm and relaxation — including ashwagandha, magnesium, valerian root, reishi, l-theanine, and other botanicals — can introduce earthy, woody, bitter, savory, sulfurous, or lingering off-notes.

Masking Isn’t the Solution—It’s One Part of It

Considerations like format, processing, shelf life, and label constraints all influence how a solution performs in the final product. What works in one system may not translate directly to another.

Why Natural Color Reformulation Requires More Than a Color Swap

Switching to natural colors affects more than appearance. Learn how natural pigments interact with flavor, pH, and formulation—and why many R&D teams rely on formulation partners during reformulation.