Food Matters Live: Treatt targets enhanced sweetness perception using odor and flavor components


22 Nov 2018 --- The reduction of sugar in beverages remains high on the agenda for brands and suppliers across the globe with increased pressure from health lobbyists driving manufacturers to reduce sugar content across the board. While sugar taxes that were implemented earlier this year continue to gain momentum in the UK, consumer appetite for highly sweetened products has continued to diminish and interest in low-calorie or naturally sweetened beverages has begun to take center stage. At Food Matters Live, held in London this week, Treatt presented sugar-reduced concepts in beverages, using odor and flavor components.

Treatt is an ingredients manufacturer to the global flavor, fragrance and consumer goods markets from their bases in the UK, US and China. The company creates flavors for tonics, carbonated soft drinks, flavored waters, teas, beers, spirits and juices. 

Click to Enlarge
Charlotte Catignani 
Treatt's Research and Development Manager

By exploiting the overlap in neurological processing, Treatt is seeking to enhance the perception of sweetness with odor components and improve flavor and mouthfeel with 100 percent natural solutions. These contain no sugar, calories or coloring making them convenient as well as effective to formulate with, says the company which presented a range of craft, tea and sugar reduced beverage concepts on the Food Matters Live show floor this week.

Speaking to FoodIngredientsFirst, Charlotte Catignani, the company’s Research and Development Manager, says the drive and interest towards natural sweeteners is growing. 

“We know that most people look to natural sweeteners, such as stevia, as a solution to reduce sugar content in beverages. Firstly, we are demonstrating our capabilities in sugar reduction and we have a carbonated lemon and lime soft drink which is very similar to the sort of things you could find in a supermarket. It is sweetened with a small amount of sugar and some stevia. It does have the flavor profile that you would associate with stevia, that slightly bitter aftertaste, so we developed a modified version of it and used out Treatt Sweet 9866 which we launched in the summer. That product has a white sugar flavor characteristic which gives a more sugar-like flavor profile and rounds out the stevia taste profile.”

“The concept tastes much more like sugar, which is what we wanted to achieve,” she adds. “One advantage of our capabilities in this space, is that we can work with any high-intensity sweeteners, natural or artificial, and make them taste much more like sucrose of fructose depending on the level of sweetness needed,” claims Catignani. 

“It’s really down to the beverage manufacturers how much they want to reduce sugar content by, but we can offer solutions that can be tailored to those needs and flavors in this space,” she notes. 

Click to Enlarge
At Food Matters Live, held in London this week,
Treatt presented sugar-reduced concepts in
beverages, using odor and flavor components.

The UK sugar tax has been a significant topic for 2018, but according to Catignani, Treatt has been working on reformulations for some time: “The sugar tax coming to the UK created a flurry of activity and people started to push to reformulate in time for the deadline. Our customers and these large manufacturers have been reformulating for years, they made these global commitments years ago and had been looking at this for a very long time,” she continues. “The sugar tax has caused a spike in interest for us as a company, but it has been an ongoing topic in the industry for many years.”

Catignani also states that Treatt is addressing the market trend for reduced palate for sweet drinks and the company’s flavor expertise in citrus, craft and tea notes have also contributed to concepts on display at Food Matters Live. 

“The demo that we have, have all been made in-house and are good examples of what can be done regarding flavor concepts, to enhance sweetness perception,” she continues. “We have on display an innovative sparkling tea, also known as our craft soda, which has a top note of bergamot usually associated with Earl Grey tea – it’s not too sweet but has a very nice, clean, citrus flavor.”

“We also have a green bell pepper, cucumber and lime flavored water so here we are addressing that rehydration trend. It’s not too sweet and not fizzy,” she adds. “Treatt has developed these flavors by stripping the aroma from the flavors themselves, which we think works very well in improving flavor with odor components.”

Looking ahead to 2019, Catignani believes that citrus flavors will continue to make waves in the soft drink industry and unusual citrus fruits will begin to dominate shelf space. “We expect to see more variations on citrus flavors, such as pink tiger lemon, Indian citrus flavors and more tea flavors, which are always developing and gaining further interest,” she concludes. 

By Elizabeth Green

To contact our editorial team please email us at

Related Articles

Food Ingredients News

IFF’s Frutarom division completes 60 percent purchase of Thailand-based Mighty

21 Jan 2019 --- International Flavors & Fragrances Inc. (IFF) has announced that its Frutarom Division has completed the acquisition of 60 percent of the share capital of The Mighty Co. Ltd. (Mighty), a Thai savory solutions provider, continuing its growth in Southeast Asia.

Business News

Could Brexit mean CRISPR? EU departure presents the UK with a food policy overhaul opportunity

21 Jan 2019 --- Brexit could present the UK with a unique opportunity to modernize its food regulations, but it should tread carefully in order to remain compliant with EU standards, or risk alienating its own GMO skeptical domestic consumer market. This is according to Dr. Elinor McCartney, President of Pen & Tec Consulting Group, who spoke to FoodIngredientsFirst in a extensive interview on the current EU regulatory environment.

Food Ingredients News

Bitter yields: 2018 European drought impacts leading sugar producers

18 Jan 2019 --- The weaker sugar harvest of 2018, caused by drought in northern Europe, is weighing in on the market environment with the continent’s largest sugar producers reporting significant losses in the segment. The dip in revenues comes as the sugar sector is analyzing how to mitigate the effects of climate change with the threat of extreme weather events posing a risk to crops.

Food Ingredients News

Modest Mylk launches new category of concentrated “Nut Mylk” bases

18 Jan 2019 --- Dairy alternatives brand, Modest Mylk has launched a new product line-up of organic, gluten-free, preservative/stabilizer-free and vegan concentrated nut bases. According to the company, the range has been created with the mission to make nut-based dairy alternatives easier and healthier than ever, offering a solution to make fresh and delicious “Nut Mylk” at home.

Food Ingredients News

Yogurt culture: Danone North America launches low-fat Greek yogurt and almond milk yogurt alternative

18 Jan 2019 --- Danone North America has announced the launch of two individual yogurt lines that tap into both plant-based and sugar reduction trends. The first, coined Two Good Greek Lowfat Yogurt, is a dairy products line that touts indulgent taste, low calories and reduced sugar content. The second is Good Plants, a dairy-free, probiotic yogurt alternative, made with almond milk. Two Good will launch in February 2019, while Good Plants is already available.

More Articles