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A NEW ‘ROOT’ TO SUCCESS: TREATT POINTS TO HERBAL INFUSIONS AS FUTURE OF VEGETABLE-BASED BEVERAGES TREND

Treatt is launching a new application for its range of 100% natural vegetable distillates by pairing them with herbal speciality ingredients including basil, sage and ginger, as basil jpg1it looks to capitalise on the growth in demand for on-trend vegetable-based beverages. The leading flavour ingredient solutions provider has already received strong customer interest in the concept, which sees a herbal twist or spicy kick added to vegetable drinks to promote continued innovation in the category.

Developed using Treatt’s extensive portfolio of ‘From The Named Food’ (FTNF) vegetable-based ingredients, the new concept combines herbal essential oils with Cucumber Treattarome® 100% natural distillate. The unique infusions are aimed at the still drink, juice based beverage and alcoholic beverage markets.

“There is heightened demand for vegetable-based beverages across the United States, Europe and Asia, but manufacturers must continue to look for new ways to create differentiated products that maintain a clean label if they are to stay ahead of the competition,” explains Douglas Rash, Group VP – Global Sales, Treatt. “Often, vegetable beverages are marketed on a health platform but the importance of flavour should not be underestimated. No matter how healthy the product, the majority of consumers will not purchase a vegetable-based beverage if it does not taste delicious.

“By pairing herbals with vegetable drinks, we have used Treatt’s in-depth knowledge of the essential oil market to create a new concept that will allow manufacturers to take the vegetable-based beverages trend to the next level. The ingredients have been carefully infused to allow the respective flavour profiles to shine through the drink, while maintaining overall balance.”