Everyday concepts tap the four pillars of active nutrition

By Nikki Hancocks

- Last updated on GMT

© Justin Lambert / Getty Images
© Justin Lambert / Getty Images

Related tags active nutrition Sports nutrition Immunity Cognitive health

Givaudan is tapping into the active nutrition market with flavour-focused food and drink concepts to appeal to the broader demand for immunity, relaxation, focus and physical health.

Showcasing its latest concepts at Nutraceuticals Europe in Barcelona last week, the Swiss manufacturer of nutraceuticals, flavours and fragrances discussed how it is working to expand the reach of its health ingredients portfolio to a wider audience focused on holistic health.

“We have to change the perception of these ingredients to being not about healthcare but about improving nutrition and improving general health,” Alexis Manfré, global product manager, health, told NutraIngredients.

Jordi Cortés Servitje, marketing manager, Iberia and Italy, added: “While core sports nutrition shoppers don’t worry so much about the flavour because it’s all about the nutrition, the everyday consumer wants to be able to enjoy the product—that's who we aim to cater for with these solutions.”

The firm developed four key concepts to target what it considers to be the four key pillars of active nutrition—immunity, relaxation, focus and physical health (weight management).

Four pillar products

Immunity drink

For the immunity-minded consumer, the firm showcased a blackberry and guava flavoured ready-to-drink (RTD) solution containing Acerolife, a patented blend of carrot powder and acerola, which are rich in vitamins A and C.

“To make an on-the-go drink which reaches the recommended dose to provide a health benefit, as well as have the right taste for the consumer, is a challenge,” Manfré explained. “Some botanicals can have a very bitter taste, and we need to make sure the taste is good to ensure the consumer takes the product daily.”

To cater to the cognitive health market, the firm showcased a ‘focus’ chocolate orange flavoured drink with its American ginseng Cereboost to improve attention and memory, and reduce fatigue​.

Focus drink

“This is a caffeine alternative for sports people, gamers or office workers who need some mental energy after lunch—there’s a big consumer demand across the board for natural caffeine alternatives like this,” Manfré said.

And for consumers looking for products to help them relax, the firm developed an apple and cinnamon flavoured yogurt with the Cyracos-branded lemon balm extract to reduce stress associated symptoms and sleeping difficulties.

Relaxation yogurt

Finally, for those looking for physical health (or weight management) solutions, the firm showcased a mango lime flavoured drink containing the firm's Svetol green coffee bean extract alongside B vitamins, vitamin C, magnesium and safflower concentrate.

The Svetol ingredient can reduce intestinal glucose available for absorption by inhibiting digestive enzymes​ and inhibit glucose-6-phosphatase to decrease body mass index and improve lean mass ratio.

It has been on the market for 15 years, and Manfré said it is still in high demand but that it is important for brands to communicate differently about this health benefit today.

physical health
Physical health drink

"In the past, everyone was obsessed with weight loss, but now it’s about having a balanced diet and being healthy," he said. "Whereas in the past brands might have promised the customer they can take a pill to undo their bad diet, now this type of product is just part of a holistic approach to better health."

Servitje added that this sums up the active nutrition market: "The active lifestyle is all about changing many aspects of life so you feel healthier with different products to help with the different goals."

From fragrance to flavour

Discussing the flavour choices for the concepts, Servitji said the firm runs consumer flavour studies to gauge what flavours are associated with which occasions and health benefits.

”Relaxation flavours tend to be more warm flavours, such as cinnamon or indulgent flavours like chocolate, whereas mint and citrus notes are more energising flavours," he said. "However consumer perceptions do change in different cultures and geographies so we are always carrying out new research to get better insights.”

When working with clients to develop new products, he explained the team first samples fragrance combinations to discover the client’s desired aroma before developing products with that flavour profile.

"We customise the smell until they find something they feel evokes the health benefit they are trying to provide, then the challenge is to create that same taste with the active ingredient," Servitji explained.