26 Mar 2019 --- The adventurous consumer seeks inspiration, excitement and authenticity and when it comes to beverages, everything, from the format, texture, added benefits and flavor, matters, that is according to Chris Whiting, Category Manager, at Synergy Flavours. Consumers are now more interested in the “story” as a point of difference for the products they buy, and the provenance of ingredients is something they are now on the lookout for.