Better-informed consumers who are increasingly concerned about food choices and the impact they have on health are driving shifts in flavor development for functional foods and beverages to bolder, natural formulations.

As America's Baby Boomers continue to age, the number of people over 65 years old is expected to double to 70 million by 2030. This demographic-equipped with tremendous purchasing power-will continue to seek out those "good-for-you" products, according to Catherine Armstrong, vice president, Marketing, Comax Flavors, Melville, NY.

Population aging is a global phenomenon. In fact, the United Nation's Department of Economic and Social Affairs Population Division has said the trend is unprecedented, pervasive and enduring, meaning there will be considerable opportunities to satisfy this demographic on a broad scale, for years to come.

"I think the health and wellness category will continue to grow as food companies provide good healthy choices for the consumer," Ms. Armstrong said.


Industry experts predict that superfruits will continue to flourish, especially within the functional beverage category. Pomegranate has exploded on the scene over the past few years with its high antioxidant levels, clearing a path for other healthy exotic fruits.

"With continued demand for superfruits and their antioxidant benefits, we see growth in natural superfruit flavors and hybrid superfruit flavor blends," said Donald Wilkes, president and CEO of Blue Pacific Flavors, City of Industry, CA. "The success of this expanding category can be traced to the science-based marketing and positioning of POM Wonderful and the consumer interest in acai and other new and exotic superfruits."

Alongside pomegranate, blueberry and cranberry were among the first to gain fame as superfruits, said Gretchen Schleck, marketing communications manager, Robertet Flavors, Piscataway, NJ.

"Now the new players-acai, goji, mangosteen and yumberry are gaining recognition," she said. "Superfruit flavors lend a healthy halo to foods and beverages, while also satisfying consumer desire for new flavor experiences. Today's consumers are increasingly looking for nutritious good-for-you foods. They see superfruits as a way to accomplish their goals."

Many predict that acai in particular will continue to grow in popularity. "The dark purple acai berry from the Amazon has a flavor that can be likened to a mix of cherry and chocolate," said Ms. Schleck, adding, "And the acai berry has experienced phenomenal growth in the U.S. market. Datamonitor's ProductScan new products database posted five reports on packaged food and beverage brands launching with acai in 2004; through the first quarter of 2008 alone that number reached 27."

Mango, noni, acerola, black currant, elderberry and yuzu have also joined the up-and-coming superfruit scene and could play a larger role within the market down the road-in beverages and other formats.

"They are appearing in everything," Ms. Schleck said of superfruits, "including frozen fruit bars, juice drinks, tea beverages, tea bags, preserves, chocolate bars, energy drinks and more."

"We also see the antioxidant category for superfruits expanding into the nutritional bar and breakfast food section as consumers continue to look for foods that provide not only a good source of vitamins and minerals, protein and energy, but also antioxidant properties that can address longevity and preventative health concerns," said Mr. Wilkes, who believes overall demand for exotic fruits could create supply issues down the road.

"We believe consumer interest will continue in fruits given their authenticity and unique nutritional matrix de­signed by Mother Nature," he added. "However, with the dramatic shifts in weather and fruit yields over the past few years, we see supply issues becoming a problem for food and beverage manufacturers as demand for superfruits and overall fruit products continue to grow."

To deal with this issue, earlier this year Blue Pacific set up a strategic collaboration with HortResearch to address its long-term view on the growth of natural fruit flavors. "Our Hort Real Fruit program is based on HortResearch's proprietary fruit compound database that Blue Pacific Flavors will use exclusively to develop a range of true-to-fruit natural flavors that are as close as possible to Mother Nature's own recipes," Mr. Wilkes explained.

Research supporting the use of superfruits, along with other developments in food science, has trickled down to consumers, increasing their understanding, awareness and knowledge base.

"Consumers are being exposed to more 'forensic' information on superfruits through a variety of marketing and educational materials," said Mr. Wilkes. "Many of these are web-based and link with science-based research. As they become more familiar with these fruits and their efficacy, they will also become skeptical of beverages that lack authenticity given the range of juice-blended or straight-flavored superfruit drinks that are being marketed."

Natural Flavors

The increased use of superfruits in various applications represents a larger paradigm shift away from synthetic flavorings toward more natural offerings.

"There has definitely been increased interest in natural flavors in product development as well as reformulations," said Paulette Kerner, director of marketing communications and re­search, Virginia Dare, Brooklyn, NY.

The official FDA definition of natural flavoring, as published in the Code of Federal Regulations (21CFR101.22), states: "Natural flavor, or natural flavoring, means the essential oil, oleoresin, essence or extract, protein hydrolysate, distillate or any product of heating roasting or enzymolysis, which contains the flavoring constituents derived from spice, fruit or fruit juice, vegetable or vegetable juice, root, leaf or similar plant material, meat, seafood, poultry, eggs, dairy products, or fermentation products thereof whose significant function is flavoring rather than nutritional."

"Basically, flavoring components have to come from a natural source, without synthetic processing," said Dr. Sue Johnson, director of research and development, Premium Ingredients, Carol Stream, IL.

Similarly, according to the USDA's National Organic Program, "An or­ganic flavor must contain a minimum of 95% organic ingredients; the other 5% must be composed of natural ingredients produced according to very strict guidelines that make them organic compliant. Genetically Modified Organisms cannot be used at any stage in the process of making of organic compliant natural flavors. No artificial ingredients or solvents are allowed for extraction, ionizing radiation and artificial preservatives are prohibited. Further, sewage sludge is prohibited as a fertilizer in organic compliant materials."

Flavor + Functionality

Natural and/or organic flavors associated with nutritional value have gained clout among consumers and industry professionals alike, even if they don't impart a specific health function themselves.

"Natural products are now sometimes perceived as functional," said Jessica Jones-Dille, industry trend manager, WILD Flavors, Erlanger, KY. "This is no different with flavors. Although the flavor itself may not be clinically functional, the health and well-being image associated with 'naturalness' makes natural flavors of utmost importance to functional products."

WILD's research and development has led to the creation of H.I.T.S (Health Ingredient Technology Solutions), which focuses on several key trends including Inside Beauty, Heart Health, Weight Loss, Immunity, Antioxidant and Brain Health. "Within these platforms, WILD has specific ingredients and concepts available to meet consumers' concerns while also providing great taste." Ms. Jones-Dille said. WILD also created its Colors From Nature line and is organically certified through QAI (Quality Assurance International).

Michael Natale, director of marketing, Bell Flavors & Fragrances, Northbrook, IL, said that since flavors are used at such low percentages in a finished product, companies couldn't legally make a clinical health claim.

"However, Bell has developed a line of flavors for the superfruit trend that has actual fruit juice from the fruit included in the flavor," Mr. Natale said. "These flavors include Mangosteen Flavor, Pomegranate Flavor, Acai Berry Flavor and Bell Berry Flavor, which is a mix of different berries. These flavors offer marketers a healthy alternative with their flavors as well."

While consumers are looking for healthier food and beverage options, they are not willing to sacrifice taste. The addition of functional ingredients, however, has posed some challenges to manufacturers.

"Functionality is an important quality a product can have, however, we work with many firms and we see many products succeed and fail firsthand," said Mr. Natale. "We believe functionality is important, if you can offer a product that tastes good, for long-term success."

"We are constantly upgrading our flavor repertoire to work with all the functional ingredients and new food concepts that our consumers want," said Agneta Weisz, vice president, research and development and technology for Comax Flavors. "Consumers are looking for different nutritional products such as omega 3s and our flavors have to cover the defects in these ingredients."

Masking offnotes thus becomes a critical component of developing healthy products that keep consumers coming back for more.

"Soy beverages and products have certainly improved in recent years," said Virginia Dare's Ms. Kerner. "Still, a degree of masking or neutralizing is necessary. We do a lot of work to reduce the offnotes in soy and products that have vitamins and omega 3s. There is still a growing need and interest with masking products."

"I think the biggest area where you'll begin to see advancement regarding flavors is taste modification because there's so much ongoing research," said Premium Ingredients' Dr. Johnson. "There are whole companies dedicated to just that field. Over the next several years you'll see huge advances there."

Ultimately, a company's experience coupled with experimentation will dictate which flavors best accompany different ingredients, said Ms. Weisz. "We may compound 20 flavors and taste them at several use levels before we choose one."

Exotic Flavor Blends

Consumer tastes have grown more sophisticated, driving companies to experiment with and develop various ingredient combinations.

"Flavors pairing herb nuances and fruits will grow in popularity for functional beverages and sweet foods," WILD Flavor's Ms. Jones-Dille predicted. "Combinations like Strawberry Passionflower, Lavender Lemon, Orange Basil and Grapefruit Thyme pair nicely with health ingredients and give functional products a fresh perception. In addition, mint is becoming an important flavor pairing for functional products because it works well with a variety of applications, giving refreshing and cooling notes."

Different flavors and blends also appeal to specific demographics, said Comax Flavors' Ms. Weisz. "Generally children like flavors that are candy-like and not very exotic. They like sweet, orange flavors or punch flavors with the occasional Kiwi-Strawberry thrown in. Women prefer berries and citrus flavors and authentic, fresh profiles. They will also experiment with exotic flavors. Older people like stronger flavor profiles."

Still, as flavorists and chemists continue their work optimizing mouthfeel, diminishing offnotes, and properly balancing pH levels, product lines that target specific consumers ultimately need to deliver on the king of all ingredients: taste.