Excerpts from Culinary Characters Unlocked, Substack by David Page

In the iconic 1977 film Smokey and the Bandit, Burt Reynolds risks everything to smuggle a truckload of Coors beer across state lines. The premise? Coors was so desirable, and so hard to get—that people were willing to chase it down like treasure. In that era, great taste alone was enough to drive demand. 

But in today’s beverage market, taste is only part of the equation. The fastest-growing segment isn’t beer or soda, it’s functional beverages. From enhanced hydration and cognitive support to gut health, mood balance, and beauty-from-within claims, functional drinks now dominate shelves and shopper attention. 

These products promise a lot. But do they actually deliver? 

“Formulators are facing more pressure than ever to develop functional beverages that taste amazing, deliver results, and hit clean-label targets, all at once,” says Adam Johnson, Associate Principal Scientist at Imbibe, a leading beverage development and flavor supplier. “That’s a difficult balance. We work with R&D teams every day to ensure the science, the sensory experience, and the ingredient integrity are all aligned.” 

According to Johnson, one of the biggest challenges is ingredient dosing. Many products feature buzzy actives, but not always in amounts that justify the claims. 

“You’ll see brands promoting benefits like ‘better hydration’ or ‘increased focus,’ but when you look under the hood, the dosage often doesn’t support those outcomes,” he explains. “We help brands separate trend-driven marketing from real formulation strategy, so they can back their labels with confidence.” 

Imbibe partners with food and beverage brands at every stage of development, from concept through commercialization, offering expertise in taste modulation, sugar reduction, flavor creation, functional ingredient integration, and full formulation. Whether it’s reducing sugar without compromising taste, improving mouthfeel in a high-protein base, or ensuring a consistent sensory profile across production runs, Imbibe’s technical team helps bridge the gap between consumer expectation and R&D reality. 

“We’re not just making things taste good,” Johnson adds. “We’re helping brands make smarter formulation decisions. Whether it’s validating ingredient claims, optimizing cost-in-use, or solving stability challenges, our role is to bring clarity to complexity.” 

For R&D and innovation teams navigating the crowded and often chaotic world of functional beverages, Imbibe is a partner that understands both the science and the sensory. 

Want to reduce sugar and boost functionality, without sacrificing flavor? 

Connect with Imbibe to learn how our formulation experts can support your next innovation, or read the full article on Culinary Characters Unlocked for more behind-the-scenes insights.