With one look down the functional nutrition aisle today, you'll find an expanding range of ways consumers can support their wellness goals. From energy and focus to calm and satiety, products are becoming increasingly tailored to individual needs. As functional nutrition becomes more targeted, flavor development must adapt to these complex formulations.
Protein, fiber, adaptogens, alternative sweeteners and other functional ingredients can influence taste and texture. That makes flavor an important part of creating a finished product that delivers both function and taste. For CPG brands, this changes the brief. It's not only about choosing a flavor consumers will enjoy. It's about understanding what the flavor needs to accomplish within a specific formulation.
Consider a protein beverage, functional gummy and reduced sugar protein bar. All three fall under functional nutrition, but flavor plays a different role in each. In a protein beverage, it may need to soften bitterness and mask off-notes. In a gummy, it needs to work with texture and functional ingredients. In a reduced-sugar bar, it may help balance lingering aftertastes and round out the overall profile.
This distinction ...