(Niles, Illinois) April 19, 2018 – Imbibe announced today the launch of NonSense™, a line of clean-label flavor masking ingredients for food and beverages. The development of NonSense™ comes on the heels of the success of Imbibe’s first proprietary ingredient, SweetSense™.

Consumers want better-for-you beverages with natural sweeteners and functional ingredients that come with flavor challenges, but they don’t want to compromise on taste. NonSense™ has already generated significant buzz with product developers who rely on it to mask off-notes like bitterness, astringencies and rancidity that are common with these types of ingredients.

Imbibe’s proprietary NonSense™ technology is a natural flavor that blocks off-notes and suppresses the perception of unwanted taste attributes. NonSense™ has been specifically designed to address the taste challenges commonly associated with ingredients like natural, non-nutritive sweeteners, proteins, vitamins, minerals and functional ingredients.

NonSense™ is comprised of natural flavoring materials that are FEMA GRAS, and is also organic compliant, Non-GMO and has no regulatory limitations on usage level. It doesn’t contain any synthetic ingredients, and it is listed as natural flavor on an ingredient statement, which is ideal for clean label formulations

“We’ve experienced the remarkable impact of NonSense™ when formulating with plant, nut and seed milks, plant and whey proteins and stevia and monk fruit,” said Aparna Oak, Director of Flavor Innovation at Imbibe. “This is only the beginning. We plan to grow the product line and make it customizable for different applications.”

NonSense™ was developed in conjunction with other ingredient technologies like SweetSense™, Imbibe’s proprietary clean label, zero calorie sweetness enhancer. Imbibe will be launching more flavor enhancing and modulating technologies throughout the year that improve a product’s taste and mouthfeel without marring the ingredient statement.