Beverage trends 2017

(Food Business News) –  It’s the real thing.” “Taste that beats the others cold.” “It’s that refreshing.” “The fresh up family drink.” “Made from the best stuff on earth.”

There was a time when such slogans alone sold soft drinks. Today the consumer wants to know more. What makes it real? What did you add or do to make it taste so good? How does it refresh? Is it safe for my family? What makes your stuff better than the competition? Is it healthy?

“A majority of grocery shoppers have identified a product’s fresh, clean and sustainable benefits among their top purchase priorities when it comes to healthier choices,” said Linda Gilbert, chief executive officer, EcoFocus Worldwide L.L.C., Manheim, Pa., and author of a recent study examining trends affecting the food and beverage industries. “The message is clear. If you are a brand aiming to attract consumers to your healthy beverages, be sure your packaging and processing line up with your ingredient list. And be sure to tell your fresh and clean story effectively on your packaging.

“The definition of what makes foods and beverages healthier is becoming increasingly complex. Clean ingredients have moved from a trend to the norm for many categories and brands. Creating products that are fresh and eco-friendly is the new go-to as these attributes will become increasingly crucial contributors to consumer’s measurement of ‘healthy’ in 2017.”

To provide information-craving consumers the details they want to know, the biggest trend driving beverage innovation is turning out to be the story behind the product. Manufacturers are placing greater emphasis on how products are crafted and the sourcing of ingredients, a marketing approach that started out in beer and wine and is now part of the mainstream beverage sector.

This became apparent with the cold-brew coffee phenomenon that surfaced in 2016. Cold-brew coffee is just that: coffee brewed without heat. Cold brewing requires steeping beans in ambient- to cold-temperature water for a long period of time. The type of beans, the ratio of beans to water, the temperature of the water and the steeping time all impact the final product.

“During the cold-brew process, time replaces heat,” said Tim Hume, director of sales and marketing, BOV Solutions Inc., Hernando, Fla. “A roasted coffee bean contains many compounds. Cold-water brewing extracts delicious flavor compounds and some of the caffeine from coffee beans, but leaves behind a myriad of undesirable elements such as ketones, esters and amides, which do get extracted during traditional hot brewing.

“These are the same bitter acids and harsh fatty oils that surface to the top of your hot cup of coffee and give hot-brewed coffee that familiar ‘bite.’ This is the reason that some 8 out of 10 people attempt to soften the acidic taste by adding milk or cream to their coffee.”

The cold-brew process extracts a different chemical balance from tea leaves, too. The result is a beverage with reduced bitterness and a smoother flavor.

“The process tends to extract more of Mother Nature’s natural sweetness, thus enhancing the flavor of the tea,” Mr. Hume said. “Cold-brewed teas do not encourage the growth of potentially dangerous bacteria as they do not sit in the hot sun with water like sun-brewed teas. They also contain more antioxidants than hot-brewed tea, making it a better-for-you tea option compared to traditional hot-brewed tea.”

Cold brewing is paving the way for an entirely new segment within the ready-to-drink coffee and tea beverage category. In addition to R.-T.-D. options, cold-brew concentrates are emerging at the retail level, allowing the consumer to create a signature drink with mixer and sweetener of choice.

BOV Solutions uses an advanced process to package its QuicFix brand cold-brew coffee and tea concentrates. The bag-on-valve system includes a multi-layer laminated pouch and aerosol valve that keeps the extract tasting fresh for years without the use of preservatives or refrigeration. When the valve is depressed, air pressure gently squeezes on the outside of the pouch to dispense the liquid in a pouring fashion without the use of any chemical propellant. The company communicates this technology to its customers. This is the answer to why it tastes so good.

Portland, Ore.-based Sunshine Dairy Foods produces cold-brew coffee with milk in original and chocolate varieties. In addition to using cold-brew technology, the company employs another craft process to make what it describes as a superior-tasting beverage.

“We are dedicated to providing our customers with milk that is as near to farm fresh as possible and tastes like it, too,” said Chris Haines, senior manager of sales at Sunshine. “To do this we use a cold bowl separator to separate the milk and cream after it arrives from the farm. The cream is added back into the milk, carefully measured to provide different levels of butterfat to make everything from 1% to whole milk. Unlike many traditional separators, the cold bowl separator does not heat the milk, which in turn can make milk taste flat or burnt.

“Most milk companies do not use this piece of equipment because it does not allow milk to be processed in the most efficient manner; thus, it takes more time and effort to produce our milk. The difference, however, is in the taste of our milk. The cold bowl separator is truly the piece of equipment that makes our milk taste cleaner and sweeter than other brands.”

Another dairy that is all about the process is Top Line Milk Co., Winton, Calif. In 2016, the on-farm creamery introduced Low and Slow Milk, which is non-homogenized whole milk that is slow-pasteurized (30 minutes) at a low temperature (145F).

Vertical integration is at the heart of how Paul and Sonya van Warmerdam, owners and operators, run their farm and creamery. The company’s milk processing facility sits next door to its milking parlor, so it’s only a matter of minutes from the time the company’s Holstein cows are milked to the time the milk is vat pasteurized, processed and bottled.

“Because we skip the modern-day homogenization process, the cream rises to the top,” Mr. van Warmerdam said. “This is why bottles instruct consumers to shake and enjoy. The process makes the product unique.”

Even water marketers are trying to differentiate with their process. For example, PepsiCo, Inc., Purchase, N.Y., will roll out the new LIFEWTR premium bottled water line in February. The beverage is described as purified water that is pH balanced with electrolytes for taste. That clean, pure taste is enrobed in a bottle that serves as a canvas for art and design and features rotating label motifs.
“We’ve worked hard to make a premium bottled water experience that combines the right mix of a clean, pure taste with eye-catching packaging and an authentic connection to the consumer,” said Brad Jakeman, president, global beverage group at PepsiCo.

Juice manufacturers also are differentiating by process. This is helping the category, which had been demonized for more than a decade because of the inherently high sugar content of fruit and vegetable juices, to once again be embraced by consumers. Advancements in new minimal processing technologies preserve nutrients while still delivering on safety.

The traditional method of extracting liquid from fruits and vegetables is centrifugal juicing. This is where fast-spinning blades expel the juices, which are then pasteurized before bottling. Premium brands now are using cold-pressed technology, which relies on a slow pulverizer with hydraulic press to extract the juices. In order to obtain about a 30-day refrigerated shelf life, cold-pressed juices typically undergo high-pressure processing (H.P.P.) to kill potentially harmful microorganisms.

Consumer interest in cold-pressed juice is fueled by research showing that this type of juicing preserves the integrity of vitamins, minerals and enzymes. This is because the blades encountered in centrifugal juicing generate heat and circulate air, both of which have a deleterious effect on nutrients. With cold-pressed processing, these elements are negligible.

Leading the cold-pressed packaged juice movement is San Diego-based Suja Juice Co. Since starting out as a small home-delivery juice company about five years ago, the company has experienced unprecedented growth in the natural foods and conventional grocery channels, selling more than 40 million bottles of cold-pressed H.P.P. organic juices.

In September 2016, the company expanded its juice range with a new line of functional drinking vinegars made with organic apple cider vinegar and cold-pressed fruit and vegetable juices. Each bottle contains more than four billion colony-forming-units of live vegan probiotics, which have been shown to support gut and immune health, according to the company. Suja’s story is not only the process, but also the functional ingredient selection.

The craft processing of beverages increasingly includes a story about the ingredients. It might be where or how they are sourced, have it be locally or fairly traded from half way around the world. Functional — but simple, and easy-to-understand — ingredients will continue to become more mainstream. Use of organic ingredients also is continuing to trend.

“Organic as a sustainable agriculture model will attract further interest in 2017, as the demand for organic produce is outgripping supply in many markets, showing both a challenge and opportunity for certifiers and players on the value chain,” said Hope Lee, senior beverages analyst, Euromonitor International, Chicago.

Maria Mascaraque, health and wellness analyst at Euromonitor, added, “The health and wellness industry will continue to grow in 2017. Fortified and functional products are still going strong, but there is an even more increasing movement toward naturally healthy offerings, such as vegetable beverages.”

For example, Lake Success, N.Y.-based BluePrint, a brand of The Hain Celestial Group Inc., now combines organic cold-pressed juices with the power of fermented tea, to offer beverages with a range of functional benefits. BluePrint’s Kombucha Miss Tang uses lime, lemon and ginger juice to help boost immunity, while Sweet Heat blends ginger, apple and lemon juices with a cayenne pepper kick to help reset and re-energize.

“When small-batch brewed kombucha is blended with our crafted organic cold-pressed juice, we think it truly is ‘magic in a bottle,’” said Alex Galindez, general manager at BluePrint.

Campbell’s 1915 juice line, a nod to Bolthouse’s founding year, now includes cold-pressed juice blends.
The Campbell Soup Co., Camden, N.J., continues to invest in its Bolthouse Farms brand. The 1915 juice line, a nod to Bolthouse’s founding year, now includes cold-pressed juice blends with coconut water as well as plant proteins, including almond, pea and soy.

Increased innovation in plant protein beverages is on track for noteworthy growth this coming year. This is the result of consumers trying to increase protein intake, while at the same time heeding the recurring nutritional message to consume more plant-based foods. Consumers also are being told that plant-based proteins are a more sustainable alternative to animal protein, requiring fewer natural resources — land, water and fossil fuels — for production, and helping to ensure a lower impact on the environment. This makes a compelling story.

Some of the least likely consumer packaged goods companies want part of the action. Burt’s Bees, Durham, N.C., the personal care company that has crafted natural skin solutions for more than 30 years, is now helping nourish the body from the inside out with Burt’s Bees Plant-Based Protein Shakes.

Burt’s Bees is now helping nourish the body from the inside out with Burt’s Bees Plant-Based Protein Shakes.

The powdered mix line includes three formulations. Daily Protein, Protein + Gut Health with probiotics, and Protein + Healthy Radiance with antioxidant vitamins A, C and E. All formulas provide 15 grams of protein per serving from five sources —flaxseed, oat, pea, rice and sunflower seed and oat — all selected to achieve high digestibility and a complete essential amino acid profile. The new protein shakes also feature vitamins extracted from real fruits and vegetables, such as spinach, shiitake mushroom and strawberry. The line is non-G.M.O., gluten-free, soy-free, dairy-free and made without artificial sweeteners or flavors. The shake mix is sweetened with honey, monk fruit extract and stevia leaf extract.

These new mixes are flavored to be chocolate or vanilla, but many plant-based functional beverages are being designed to assume the flavor of the ingredients in the formula, rather than being “flavored” into the popular berry, chocolate and vanilla flavors. With that said, beverages designed with familiar flavors increasingly are carrying an herb or spice accent to stand out in the beverage case. This might be a touch of rose in a mixed berry carbonated water or cardamom in a tropical yogurt smoothie.

Herbs and spices are expected to be some of the most popular beverage flavors in 2017, said David Dafoe, founder of Louisville, Ky.-based Flavorman, a custom beverage development company.
Turmeric is loaded with antioxidants and anti-inflammatory properties.

“The flavor forecast for 2017 is shaping up to be all about seeking healthy and clean, oldies but goodies and will also explore a bit of the exotic,” Mr. Dafoe said. “Turmeric, the herb and kitchen staple known for both its distinctive flavor that is mildly aromatic with a sense of orange and ginger and health benefits, is the top trending beverage flavor.”

Turmeric’s purported health benefits range from reducing cholesterol to controlling diabetes. It is loaded with antioxidants and anti-inflammatory properties. To date, the most common applications have been tea and root vegetable smoothies, such as a blend of beet, carrot and turmeric. However, the future looks bright for turmeric in craft sodas, drinkable yogurts and even simply drinkable turmeric.

Coconut continues to be incorporated into all types of beverages, providing flavor, sweetness and nutrition. No wonder Mr. Dafoe identified coconut as a trending beverage flavor for 2017.

Coconut continues to be incorporated into all types of beverages.

“Coconut is known for its distinct tropical flavor,” he said. “This exquisite flavor has a subtle sweetness with undertones of butterscotch and caramel. It provides a nutritious source of nutmeat, juice, milk and oil and is known for its healing properties.

“Spicy flavors are turning products up a notch. Hot and spicy flavors have risen in popularity in beverages over recent years due in part to the ongoing interest and exploration of ethnic cuisines across the U.S. Major distillers are creating specific line extensions to add spice to their already existing products, such as spicy versions of rum, bourbon and whiskey.”

What would a beverage trends article be without a mention of sweeteners? The fact is, sweet tastes good. Thus, eliminating sweet may not make sense; however, incorporating technologies that assist with delivering sweet with fewer sugar calories does. This includes formulating with alternative sweeteners, blending sweeteners, using sweet flavors and incorporating fruit and vegetable ingredients. As pointed out, process helps, too.