Deliciously functional? Limited-edition festive flavors break into nutraceutical sphere
21 Dec 2020 --- This year has seen consumers adopt a profound interest in maintaining their health, even throughout the holidays. Traditionally the preserve of mainstream F&B, seasonal flavors like peppermint and gingerbread are appearing in nutritional offerings, providing ways for consumers to marry indulgence with health. NutritionInsight speaks with industry experts about the potential for limited-edition and seasonal nutraceuticals.
“Limited-edition flavors launched during the festive season are mainly on well-affirmed products. This could be to test the market on new developments or to broaden the consumer target group,” says Ettore Giacobbe, Lehvoss’ nutrition business manager for finished products.
He says one example is mood and relaxation blends being reformulated to include cinnamon, apple and other winter flavors. However, seasonality in supplements is mostly seen in products from big players and multinational companies that are able to adapt their marketing campaigns to different seasons.
June Lin, ADM’s health and wellness business’ global vice president of marketing, adds that while there is some seasonality to the flavors found in supplements, it’s often tied to product functionality.
“For example, flavors associated with immune-boosting ingredients like citrus are traditionally more popular during the winter cold and flu season.”
The citrus flavor might be complemented with an ingredient like acerola – a natural source of vitamin C – which is recognized to support immune function, or other red fruits like açaí and blueberries for their “health halo” effects.
Biochem’s whey isolate protein is now available in a chocolate peppermint flavor.
Feeling peppy for peppermint
One popular winter flavor for the supplement space is peppermint. Lin explains that from candies to holiday baked goods, peppermint and other mint flavors may bring a feeling of nostalgia.
“Alternatively, mint can signal energizing emotions, excellent for nutritional supplement applications as consumers look to nutrients that can help to support or sustain energy and metabolism.”
In this space, Biochem launched a whey isolate protein in a chocolate peppermint flavor for consumers looking to keep their health regime up, even during a time of indulgence.
“No matter what the holiday table spread looks like this year, it’s important that we pack enough healthy protein for peak holiday energy,” says Dr. Audrey Ross, senior national educator at Biochem.
“Holiday enthusiasts can confidently indulge knowing their bodies are still getting some core nutrients they need to support their immune health with the addition of this whey protein isolate.”
The company suggests that consumers make a pudding by combining the whey powder with cocoa, Greek yogurt, vanilla coconut sugar, honey and sprinkles.
Another option is for a “silky, balanced cocktail.” To make this, consumers can blend the protein powder with half & half, reposado tequila and crème de cacao.
Building on positive associations
Ross explains that winter-themed products are appealing because the flavors are associated with the happy, fun, exciting holiday season.
“Whether it be from family recipes for ginger snap cookies, pumpkin spice lattes, chocolate peppermint candies or eggnog, all these flavors and aromas represent this special time of year. It also provides a platform for nutraceuticals and supplements companies to focus on the vitamins and minerals important to keep you healthy during the cold season,” she adds.
She observes that more and more companies are developing seasonal flavored products and bundles. This is a chance for consumers to try a new product in a comforting and uplifting flavor. There is always an opportunity for products with new holiday flavors or gift bundles every year.
Festive nutritional bars
Meanwhile, Sweden-based Swebar has unveiled two festive varieties of its protein bar. The Knäckkola bar features crispy caramel, while Pepparkakseg is inspired by gingerbread dough.
The company hopes the flavor will remind consumers of unbaked gingerbread dough they may have secretly sampled as a child. This taps into nostalgia – one of Innova Market Insights’ top trends for 2021.
A company spokesperson explains that it is an established tradition for Swebar to release limited-edition products. “We want to create [an event] on the shelf in a season that is otherwise relatively low during the Christmas season,” they state.
Notably, this is actually the second year that Swebar has offered its Pepparkakseg variety as it was received so well the previous year.
Lin of ADM also observes that ginger is a popular supplement flavor in winter. “It joins other herbs and spices with traditionally attributed benefits, thanks to its effects on digestive health.”
Swedish consumers can choose between crispy caramel and gingerbread dough flavored protein bars.
The role of flavor in supplements
Ross explains that as most supplements are usually in pill form (tablet or capsule) are swallowed, so there isn’t much concern about flavor. However, flavors come into play for nutraceuticals in a chewable, powder, or drink form.
“Like F&B, flavors help create a lasting impression and strongly influences the consumers’ repeat purchases. A consumer may call it quits before realizing a health benefit if that initial taste is unsavory,” she details.
Giacobbe of Lehvoss explains that many companies want to launch new distinctive tastes. As a result, there is increasing research into how to blend flavors to give a boost to the product and impress consumers from the very first use.
Lin adds that some ingredients commonly used in supplements may have unpleasant, bitter flavors or strong odors like fish oil.
With taste, color and scent playing equal roles in the sensory impact of new food, beverage and nutritional products, flavor-masking technology is an important aspect of the formulation process.
“For nutraceuticals and dietary supplements specifically, consumers prioritize functional benefits supported by science, and for some supplement formats (such as soluble or liquid supplements) sensory appeal is an important factor,” she explains.
Flavor can reinforce this connection, as product developers utilize signaling ingredients to draw connections between flavors, colors and functional benefits.
For example, citrus flavors like orange, lemon and lime, and vibrant colors like bright yellow and orange are often incorporated into applications where vitamin C is present.
By Katherine Durrell
