Basic flavors on the way out: Treatt expands portfolio with TreattClear citrus additions

26 Apr 2022 --- Nutrition brand Treatt is showcasing its healthy beverage potential with new TreatClear ingredients with vitamin C credentials. The ingredients are water-soluble and suited to still, sparkling, alcoholic and non-alcoholic formulations.

The expansion includes nuanced and sophisticated flavors like tangerine, Sicilian blood orange and Mexican key lime. The line is promoted as authentic in taste and packed with vitamin C.

TreattClear’s expansion responds to demand for intense citrus flavor profiles and the need for healthier F&B without compromising on taste. Citrus has continued to top the global market, especially among health-conscious consumers.

According to Emma Bowles, global marketing manager at Treatt: “Demand has been boosted in the functional beverage space since the pandemic as healthier living becomes integral to our lives now and in the future. Citrus has been experiencing something of a resurgence as it aligns so well to this demand, continuing to secure its place in the top ten list of flavors globally.”

Treatt continues to offer more “From The Named Fruit” flavor solutions. Currently, the line offers orange, lemon, tangerine and clementine flavors.

Basic flavors aren't enough anymore.

Global trends driving change

According to Treatt, the emergence of health and wellness consciousness has transformed the F&B market, with trends across the globe centered on well-being.

The company thus finds it a prime time to expand its water-soluble citrus solutions. The current range appeals to healthy consumers looking for tangy, sweet, juicy and floral notes to their health-smart drinks

Nicole Fabre, Citrus Category Manager, adds: “We are capturing the best of nature with minimal intervention, delivering an authentic-tasting beverage which consumers will love. These water soluble extracts are already proving a winner with beverage brands and formulators alike due to natural claims, authentic taste profiles and ease of use.”

Conscious consumers control the market
Consumers are looking at sources of ingredients and formulation practices to decide which products are best for them, the company notes.

“Positioning products as natural and true to fruit, are key considerations for NPD in beverages,” Treatt says.

Citrus flavors, in particular, have a broad-spectrum appeal. The company says that, from Boomers to Millennials, orange and lemon rank within the top five flavors globally.

However, Gen Z and Millennials still have a higher concern for the health of the planet – as Innova Market Insights highlights – while using more social media than older generations. Therefore, public opinion on products, brands and ingredients finds amplification via these channels.

All generations, however, appear to enjoy more sophisticated, older flavors that go beyond the typical “vanilla” “grape” or “cherry.” Carberry has previously flagged the rise of nostalgic flavors, where consumer palates are getting more nuanced, and basic flavors are no longer cutting it.

Edited by Olivia Nelson

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