Healthy, functional drinks dominate market

The consumer movement toward healthier, clean label products was already in motion before COVID-19 last year, and has only grown since. Beverage Industry highlighted Virginia Dare in a recent article on some trends that have emerged within the healthy beverage market during the pandemic.

“Enjoying one’s favorite flavors in healthy applications can be a nice pick-me-up, a permissible indulgence,” our Marketing & Consumer Insights Manager Philip Caputo says in the article. “While there may be challenges in formulating indulgent foods, flavor modulation can help overcome undesirable flavors or textures.”

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