SUBSCRIBE

Breaking News on Beverage Technology & Markets

Trends > Future Flavors

Clean-label SweetSense developed during ‘critical time’ for beverage industry

1 comment
Mary Ellen Shoup

By Mary Ellen Shoup+

14-Mar-2017
Last updated on 15-Mar-2017 at 21:36 GMT2017-03-15T21:36:26Z

Imbibe launched SweetSense in response to growing demand for sweet, clean-label beverages. ©iStock/Rawpixel
Imbibe launched SweetSense in response to growing demand for sweet, clean-label beverages. ©iStock/Rawpixel

Beverage development company Imbibe has launched SweetSense, a clean-label ingredient designed to optimize sweetness perception in beverages.

The clean-label sweetening ingredient was developed in response to the growing demand for low and zero-calorie beverages that maintain a given sweetness profile.

The new natural flavor accentuates inherent sweetness from other ingredients in a product, intensifies flavors, and moderates lingering off-notes that are common when using natural, non-nutritive sweeteners like stevia and monk fruit, according to Imbibe.

“We believe SweetSense could be a game-changer,” Andy Dratt, chief commercial officer at Imbibe, said.

Sugar influences purchases more than ever

SweetSense comes at a critical time for beverage manufacturers, Imbibe said, because consumers are becoming increasingly aware and concerned about reducing their overall sugar intake with many looking to clean-label ingredients to achieve their nutritional goals.

 

A survey by Innova Market Insights revealed that sugar content influenced the purchasing decision of 57% of consumers in the US, and 60% in the UK.

“Sugar is under pressure, although it remains the key ingredient delivering the sweetness and great taste that consumers are looking for,” director of innovation at Innova Market Insights, Lu Ann Williams, said.

“The quest to combine taste and health is driving NPD, as the industry faces the challenge of balancing public demand to reduce added sugars and create indulgent experiences, while at the same time presenting clean label products.” 

Imbibe anticipates that these concerns will escalate by July 2018 when the FDA is set to change the nutrition facts panel, which will require all packaged food products to label added sugar content.

Alternative to other natural sweeteners

The natural sweeteners market has developed extensively over the past few years as clean label has transitioned from a trend to a standard in the beverage industry. Naturally-derived sweeteners such as stevia and monk fruit currently dominate the market, but Imbibe believes SweetSense is an improvement from its sweetener predecessors.

Stevia was used in roughly 4% of soft drink launches last year, and is used in 8% of the total packaged beverage category, including a 13.5% share of flavored bottled water in 2016, according to Innova. 

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

1 comment

Clean Label Ingredients Market

Clean Label Ingredients Market Is Anticipated To Reach US$ 52.9 Bn By 2024: Rising Consumers Demand For Clean Label To Food Products To Spur The Growth
http://www.credenceresearch.com/report/clean-label-ingredients-market

Report abuse

Posted by Robson Tolson
17 March 2017 | 11h142017-03-17T11:14:48Z

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...