Function Junction—the Natural Intersection of Taste and Purpose

With only 24 hours in a day, many consumers have learned to become efficient multi-taskers—having breakfast in the car on the way to work, eating lunch at their desks, answering e-mail while making dinner. At the same time, however, many are trying, or at least seriously thinking about trying, to make healthier choices about what they eat and drink.

Therefore, it stands to reason that consumers expect their foods and beverages to multi-task for them. Of course, foods and beverages need to taste good; that’s uncompromisable task number one. Task number two is function. Consumers want products to offer them value beyond satisfying hunger or thirst. Whether they’re looking for specific health benefits or simply craving indulgence, consumers are demanding more from their meals and snacks. Food and beverage manufacturers have been rising to that challenge, often collaborating with supplier partners.

Research shows consumers seek functional beverages for a variety of reasons, including, but not limited to, heart health, joint health, sustained energy and weight management. In fact, functional beverages span many demographics and health states—from Baby Boomers looking to reduce cholesterol and parents wanting to limit their children’s caloric intake, to active people of all ages who want to maintain energy.

Sometimes a customer has an idea they’d like to explore bringing to market. Other times, they turn to suppliers to serve as an adjunct service provider, expecting their research and development and marketing teams to create something new—possibly a new ingredient or technology, or a new application for an existing ingredient or technology—that can help them achieve their business goals.

That said, product development starts with consumer need. As a formulation partner and provider of marketplace knowledge, technical capabilities and macro and micro ingredients, Cargill developed a series of proprietary tools to help customers turn consumer insights into successful beverage products.

Opportunities in functional beverages are endless. One new prototype our team developed is a low-fat, iced energy latte fortified with Xtend™ isomaltulose, a natural sweetener that provides sustained energy. Energy is still a hot growth category, according to the Natural Marketing Institute (NMI), which reported recently that 30 percent of consumers are most likely to use a beverage when trying to prevent a lack of energy. In addition, Packaged Facts found 52 percent of women cite tiredness/lack of energy as a top health concern.

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