The Taste of Success

Sandy Almendarez, VP of Content

August 28, 2013

1 Min Read
The Taste of Success

Capsules and tablets are a great way to get quick nutrition, but they certainly aren't the only option. And they aren't the most fun way. Fortified yogurt drinks, cereals and popcorn are making their way into consumer's daily habits. Rather than taking over the traditional meal, consumers prefer to use functional foods as snacks and beverages. But any functional food or beverage that doesnt taste good is

In the consumer's mind, taste is number one. Consumers won't eat or drink something that tastes bad in the name of health, and texture and mouthfeel need to be right at the foundation of a product. "I cant emphasize enough that taste will always dictate consumer preference, and formulators need to keep this front of mind as they develop their products," said Cathy Arnold, supervisor, senior formulation scientist, Fortitech Inc.

Dave Pfefer, fortification category manager, Caravan Ingredients Inc., recommended controlling taste by using microencapsulated ingredients, which have the added benefit of increasing shelf life. When that functional food or beverage passes the taste test, manufacturers can start thinking of how they will market them. A good bet is to leverage their products as snacks that address certain health conditions.

When consumers look to foods and beverages to boost their nutrition needs, snacks are top of mind. The snack market is expected to be USD $77 billion in the United States by 2015, according to Packaged Facts.  And the Hartman Group noted snacking accounted for nearly half (49 percent) of all eating occasions in the United States in 2010, and in 2012, snacking grew to 53 percent of all eating occasions.

Read the full article, Functionally Feasting" by Sandy Almendarez in INSIDERs Functional Foods Content Library.

About the Author(s)

Sandy Almendarez

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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