I.T.S Taste launches crossbreed fruit flavors for innovation and curiosity

UK flavor house I.T.S Taste’s “crossbreed” fruit is now available to food and beverage manufacturers and can be labeled as “all-natural” flavors. Tapping into consumer curiosity about trying something new and the trend for exciting twists on everyday favorites, crossbreed fruits “fit perfectly into the hybrid phenomenon and are perfect for NPD,” according to the British ingredient supplier.

Innova Market Insights data indicates that one in two consumers actively seek new, innovative flavors from store and supermarket brands. This demand has pushed the market toward flavor ingredient innovation, which grew by 6% from 2020 to 2024.

Consumers are always seeking new flavors to excite their taste buds. According to Innova Market Insights’ research, various flavors are gaining ground for food and beverage NPD, including cultural influences like Korean cuisine, vegetable ingredients like cabbage, and seafood options. 

Fruit flavors like citrus varieties have been popular, particularly in beverage and confectionery applications. 

The market researcher’s data backs this trend, revealing steady growth in F&B launches featuring citrus ingredients, up 3% between July 2020 and June 2025. Europe accounted for over half of these launches, with Soft Drinks being the top category. Meanwhile, citrus use is expanding into Hot Drinks, Sauces, and Seasonings, highlighting its versatility and continued appeal. 

Exciting tastes make waves

The challenge with real fruit crossbreeds is availability, seasonality, and price. Mike Bagshaw, owner and founder of I.T.S Taste, explains: “Crossbreed or hybrid fruits like pineberries and tangelos have been making waves recently in UK supermarkets, with retailers such as Waitrose championing them and showing consumers that fruit doesn’t just have to be an apple or a banana.”

“These exciting crossbred fruit flavors provide great scope for innovation in drinks, snacks, bakery, or dairy. Unlike real fruit hybrids, there are no issues with seasonality, price, or product availability, meaning manufacturers can move fast and capture the buzz. Some of our new crossbreed flavors are pretty brave, too, so there’s lots of potential for inspiring new products.”

Exotic, not “alien”

Bagshaw tells Food Ingredients First: “What’s great about these flavors is that they feel fresh and different, but they’re still rooted in something consumers already know. That makes them ideal for brands that want to balance familiarity with a sense of discovery.”

“We know that shoppers are getting more adventurous when it comes to flavor, and trends around ‘flavor discovery’ and ‘imaginative taste experiences’ are really driving NPD right now. Crossbreed fruit flavors fit that perfectly — they let brands explore new combinations that feel exotic but not alien.”

They’re also a great way to combat flavor fatigue, adds Bagshaw. “We’ve all seen strawberry and mango ‘done to death,’ but crossbreed profiles feel fresh without losing their fruity appeal. And because these flavors can be used year-round, not just in summer launches, they open up new possibilities across drinks, snacks, and dairy — from sparkling drinks and fruit yogurts to bars and ice creams.”

He also stresses that there is a significant opportunity for collaboration. “More brands want to put their own stamp on flavors, and crossbreed profiles are a brilliant way to do that. It could mean working directly with a brand to develop a bespoke hybrid flavor that fits their story or teaming up with natural color specialists to create something that looks as good as it tastes.”

I.T.S Taste’s goal is to ensure that every product using its crossbreed range tastes vibrant, balanced, and authentic.Since these flavors are naturally derived and allergen-free, they slot neatly into the clean label movement, which is still one of the biggest drivers in the market, he explains. “Brands want transparency, and natural crossbreed flavors allow suppliers to co-create something trend-led and trustworthy.”

“There’s also potential for joint innovation — flavor, color, and texture specialists working together to build full sensory experiences that stand out on the shelf.”

Hitting the sweet spot

Bagshaw believes consumers are “getting braver when it comes to flavor.” He notes that limited edition launches have trained shoppers to expect something new and different. “Crossbreed fruit flavors hit that sweet spot; they deliver novelty but still taste recognizably natural and fruity.”

“We’re seeing a shift away from overly sweet or dessert-style profiles toward flavors that feel more ‘real’ and have health connotations. That’s where hybrids work so well. They can be used in products positioned as healthier, more natural, or even functional, without losing excitement or taste appeal.”

Further, Bagshaw explains that for UK brands, it’s a great way to bring some tropical or exotic inspiration into the range while keeping it grounded in what British consumers already love. “Internationally, these hybrids can be tailored to local palates, making them a powerful tool for global NPD.”

Each flavor in I.T.S Taste’s crossbreed fruit flavor range is 100% natural, allergen-free, and clean label. They’ve been developed to replicate the big, bold, and juicy flavors of real fruit crossbreeds. 

The range includes:

• Melon Berry Flavor: a melon base lifted with sweet berry notes; bright and light for summer product launches.
• Tangelo Flavor: a blend of tangerine and pomelo; citrus notes that can be used for soft drinks or confectionery applications.
• Limelon Flavor: sharp lime meets mellow melon; crisp and thirst-quenching for beverages and frozen treats.
• Blood Lime Flavor: rich citrus flavor for cocktails, desserts, or dairy.
• Pineberry Flavor: tropical touch for eye-catching yogurts or bakery products.
• Boysenberry Flavor: a dark berry with jammy richness for sauces, fillings, or premium drinks.
• Peach Berry Flavor: peach rounded with a ripe berry sweetness; smooth and versatile across applications.