The functional beverage market is booming, and there are so many products available that consumers can pick and choose beverages that address their individual needs. Energy, immunity, digestive health and weight loss are some of the most sought-after benefits, but there is growing demand for beverages that improve cognitive health, beauty, relaxation, sleep, and athletic performance. In this lead-in to SupplySide West, Judie Bizzozero, food and beverage editor, Natural Products INSIDER spoke with Andy Dratt, chief commercial officer at Imbibe about key considerations for creating functional beverages.
Key points of this podcast include:
• Discussion about some of the most-sought after benefits and how brands can differentiate themselves by introducing novel ingredients.
• Steps brands can take to ensure supply chain integrity and longevity, as well as cost considerations.
• Issues around formulation challenges that arise when using functional ingredients and guidelines to ensure product success.
Links and Resources:
• Interested in hearing more on this topic? Join Andy Dratt and other experts in the session “How to Take Advantage of White Space in the Beverage Sector?” workshop at SupplySide West on Wednesday, Nov. 7 from 1:30 to 4:30 p.m.