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

Natural color and flavor reformulation

General Mills Inc. did it. Kraft Food Groups Inc. did it. Papa John’s Pizza, Campbell Soup Co., Taco Bell, Nestlé, Subway, Panera Bread Co., The Hershey Co., Pizza Hut, Kellogg’s Co. and more—they all did it. And maybe it’s time you did it, too.

The “it” these companies did was replace the artificial ingredients in their formulations—including artificial colors and flavors—with naturally sourced alternatives….

Looking at colors, Andy Dratt, chief commercial officer, Imbibe, reflected on how the move away from synthetics has changed the nature of the industry itself. “Because synthetics were products of a chemical process, the trick was building facilities to make them,” he said. “When you go natural, you’re bringing in an agricultural element that you didn’t have before. You don’t just have to know how to process these colors; certain pigments may mean breeding certain crops in different ways. And that’s a very different business.”

Read the full article in Natural Products Insider.

Keep Reading:

Fall’s Familiar Duet: Caramel Apple & Candy Corn

Fall's Seasonal Duo: Caramel Apple & Candy Corn. Beyond pumpkin, these two iconic flavors, from cozy craft to pure nostalgia, are driving sales. Win the season with Imbibe.
READ MORE

Why Do We Crave Certain Flavors?

Flavor is a complex fusion of memory, reward, biology, and culture—factors we study and apply every day when developing flavors and finished beverages for established brands.
READ MORE

#TrendSpotting: The Seasonal Flavor Renaissance

What do kiwi, eggnog, lavender, and hibiscus have in common? All are identified as flavor profiles that experience a surge in specific seasons.
READ MORE

Notice: Holiday Closure

Imbibe will be closed on September 23, 24, October 2, 7, 8, 14, and 15. Please expect some delays in our response during these dates.

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.