Tag: Functional

Functional beverages have traditionally focused on powering up the body. And this is still a thriving area. Vitamin fortification helps with energy and immunity. Isotonic drinks help with hydration. Protein builds up muscle. Calcium supports bones. Collagen helps make skin more resilient. But the latest frontier is the mind. How can our brains work more

Understanding what functional benefits consumers want means taking a step back and looking at what they need. More specifically, it’s about understanding their ‘need states’; that is, the parts of their daily lives where they need that extra boost. And above all, it’s about understanding how beverages can become a regular fixture in meeting those

Love it or loathe it, the Make America Healthy Again movement has reignited the food as medicine philosophy and with it the demand for increasingly sophisticated functional ingredients. For start-ups it’s a rich opportunity for innovation as manufacturers rapidly pivot to better-for-you SKUs to meet consumers’ expectations that meals deliver more than just macros. The