The future of functional beverages will focus on products that use ingredients that provide function naturally, rather than on products that are fortified with nutrients, Ilana Orlofsky, marketing coordinator for Imbibe, told BeverageDaily.
Orlofsky pointed out that carbonation will permeate several categories. Botanicals, ingredients that improve cognitive health, and new sources of protein in beverages will drive innovation within the functional beverage category.
“Brands have to strike the right balance between incorporating novel ingredients while also making sure the products taste good,” Orlofsky said.
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