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

Functional Beverage Innovation: Fringe is In

Functional beverage ingredients cascara, aronia berries, CBD and cacao are still on the periphery, but have potential to gain widespread appeal.

Consumers demand food and beverage products that deliver a wide range of benefits and address health and wellness needs on the go. In addition to convenience, food movements (i.e., veganism, vegetarianism, paleo, etc.) and sustainability advocates are contributing to the growth of functional food and beverage. Awareness of novel ingredients such as maca, reishi mushrooms and medium-chain triglyceride (MCT) oil is on the rise as consumers turn to foods, as opposed to medications, for health and wellness benefits. Some of these trending ingredients are newly discovered, e.g., mushroom protein, and others are rooted in ancient wisdom and are now being used in novel applications, e.g., matcha. In many cases, the less traditional and less known now has a new consumer appeal. In other words, fringe is in.

Read the full article on Natural Products Insider.

Keep Reading:

How Much Hype Can You Fit in a Bottle?

Functional beverages promise energy, gut health, and more—but do they work? Emmy-winner David Page explores the real science, myths, and hype behind today’s hottest drinks with insights from Imbibe’s experts.
READ MORE

Optimize R&D with Sensory Insights from Imbibe

Sensory evaluation is a powerful tool for creating products that resonate with consumers. Learn how to integrate sensory testing into your R&D pipeline—from concept screening to market readiness—to drive data-backed innovation, reduce risk, and build products that succeed on shelf.
READ MORE

What’s Driving Beverage Innovation in 2025

What’s driving today’s beverage choices? Mood, occasion, and function top the list. Gen Z and Millennials lead the charge, with 72% of Gen Z trying new drinks monthly. Trending: low-sugar sodas and functional beverages with fiber or adaptogens.
READ MORE
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.