Frutarom Boosts Functionality and Flavor at IFT

At its expanded IFT booth # 1145, Frutarom will present a line of new-age beverages with organic flavors and new sweeteners that address specific consumer needs for healthy-yet-tasty beverages.

02/06/09 Frutarom, USA, will focus on enhanced beverages with ingredients for great taste and functionality. For the first time, Frutarom will share its booth with California-based company, Flavor Specialties Inc. (FSI), a new member and now an integral part of Frutarom USA Inc. The group will feature prototypes of beverages with natural flavors and botanical extracts at IFT 2009.

"We are proud to share our booth with the FSI team and to showcase functional and energy beverages based on FSI's natural flavors and Frutarom's healthy ingredients," says Rafi Friedman, President of Frutarom USA. "The integration of FSI was a strategic move that will strengthen our
position in the US market, specifically in the beverage market. Frutarom will continue to seek opportunities to increase its presence and share in the US."

At its expanded IFT booth # 1145, Frutarom will present a line of new-age beverages with organic flavors and new sweeteners that address specific consumer needs for healthy-yet-tasty beverages. The comprehensive line will include an organic drink sweetened with new stevia sweetener; a vitamin sports drink fortified with CoQ10 and omega 3; a Latin American-influenced drink with exotic flavors of orange-citrus punch and pineapple-guava; iced coffee beverages, including Café Mocha and French Vanilla; and Pomegranate-Açai 2-oz. "No-Crash energy shots."

"Frutarom anticipates the latest trends in natural flavors and healthy ingredients and implements its extensive know-how into innovative beverage concepts in leading beverage categories," notes Friedman. "We create functional beverages with great taste and extended shelf life. These prototypes are just a few examples to show our visitors how Frutarom can be a reliable partner for tasty and healthy success."

Following growing inquiries for Collactive, a natural, anti-wrinkle ingredient launched by Frutarom in February, the Health Division of the company decided to move to the next level in its marketing plan and develop a beauty drink prototype for the IFT show.

"The crown jewel at the Frutarom booth will be a beauty drink containing Collactive to showcase how we develop "beauty from within" concepts into great-tasting beverages," says Bill Graham, Vice President, Flavor Division of Frutarom, USA.