FLAVORS: Exotic Tastes Inspire

Flavor trends are constantly shifting, with the spotlight currently shining on superfruits in the beverage sector. Last year saw the rise of açai and goji, and fruit flavors in 2008 will continue further down this extremely exotic pathway, with the likes of yumberry, guanabana, pomelo, yuzu and tamarind all being tapped for their potential. Meanwhile, Mediterranean (and eventually African) flavor trends are emerging in savory foods. Mediterranean-positioned foods have of course been with us for years, but this point-of-origin trend—highlighting the exact region where the food comes from—has gathered pace of late. Caribbean ideas are also appearing around the globe, with highly colorful and fruity ideas holding plenty of promise.

African potential




African flavors and health extracts will see a dramatic rise in applications in the near future, as further attention shifts towards the continent. Baobab is thus far all but unheard of in new-product applications. But things are looking up for the “upside-down fruit.” In July 2007, fruit from the African baobab tree moved a step closer to approval for use as a food ingredient in the EU, with the publication of a positive opinion from the UK Food Standards Agency’s (FSA) novel foods committee. (As it does not have a signifi cant history of use in the EU before May 1997, the extract must go through the Novel Foods procedure before it can be marketed.)

Marula is better known, particularly in South Africa, mainly because of its use in the popular Amarula Cream liqueur. But its health benefits are now also being marketed. Recent new-product applications have included Roemerquelle Emotion Marula Flavored Water in Austria. The bottle includes a description of marula and its benefits. (Outside of the food industry, a key new cosmetics application was recently announced, with the launch of a new marula oil cosmetic and skin care range by The Body Shop.)



“A rapidly developing trend towards beauty foods exists, spearheaded by launches such as Danone Essensis. Going in line with this, The Innova Database believes that marula will be an extract to watch in food applications marketed on both beauty and fairtrade grounds,” says Robin Wyers, an editor at Innova Market Insights.

Apart from baobab and marula, the Innova Database predicts a bright future for honeybush, buchu, prickly pear and the already well-established rooibos. A scan of rooibos products launched in the last year found that while applications were chiefly limited to hot and iced teas, the flavor has also been incorporated into juice and juice drinks and chocolate. The US, Germany and South Africa recorded the most new-product launches containing rooibos.

African flavors are only one group that are expected to enjoy increasing popularity. Although superfruits such as pomegranate have peaked, there is still a lot of interest in these flavors, and açai, goji and yuzu will continue to grow. We will also see more unique combinations of these flavors. Another area to watch is the use of traditional flavors in new applications such as vegetables in dairy and origin-specific flavors. The origin of chocolate has become a major feature of new-product launches and this could move to other flavors and applications as well.

“Wok” and chilli flavors


“Wok” is not so much a flavor but a style for foods positioned for use in the wok. In 2007, 85 products were marketed for use in the wok, compared to 57 in 2006. Expect this trend to continue. Meanwhile, chili is a flavor that is stepping outside its traditional savory application area, with interest being generated in the areas of soft drinks and confectionery. A bright future is also ahead for “meals as flavors” products—particularly in the snacks area—that are inspired by a traditional savory favorite. A good example is “Buffalo Wings” Pringles.

Cautionary note
The biggest mistake made by companies is to immediately assume that consumers are interested in all of these new flavors. An Innova review of product launches reveals that the traditional flavors of strawberry, vanilla, chocolate and cola still dominate in terms of actual product launches; and while others such as pomegranate seem to have growth for a year or two, they tend to drop back, turning out to be the flavor of the month. Exotic flavors are interesting, but it is important to plan ahead and be ready to replace that flavor with something even more exotic when the initial consumer interest begins to wane.