Treatt Launches New Application For Natural Vegetable Distillates

18 Apr 2014 --- An increase in demand for drinks made with unusual flavours such as green pepper and cucumber is encouraging manufacturers to invest and innovate more in vegetable-based beverages. Treatt, the flavour and ingredients specialist, has just announced the launch of a new application for its range of 100% natural vegetable distillates by pairing them with herbal speciality ingredients including basil, sage and ginger.

Treatt has already received strong customer interest in the concept, which sees a herbal twist or spicy kick added to vegetable drinks to promote continued innovation in the category. Various segments of the beverage market have shown an interest, a spokesperson for the company told Food Ingredients First.

“Treatt is working with beverage manufacturers within the juice segment and beyond to deliver new and innovative vegetable-based drinks, including spirits and beer,” the spokesperson said. “Cucumber is one of the most popular flavours as it provides a fresh, green character that works well in a wide array of beverage formulations. Others on the list would include watermelon, green bell pepper and roasted bell pepper. This demand is primarily coming from the US, Europe and Asia.”
 
Developed using Treatt’s extensive portfolio of ‘From The Named Food’ (FTNF) vegetable-based ingredients, the new concept combines herbal essential oils with Cucumber Treattarome 100% natural distillate. The unique infusions are aimed at the still drink, juice based beverage and alcoholic beverage markets.
 
“There is heightened demand for vegetable-based beverages across the United States, Europe and Asia, but manufacturers must continue to look for new ways to create differentiated products that maintain a clean label if they are to stay ahead of the competition,” explained Douglas Rash, Group VP – Global Sales, Treatt. “Often, vegetable beverages are marketed on a health platform but the importance of flavour should not be underestimated. No matter how healthy the product, the majority of consumers will not purchase a vegetable-based beverage if it does not taste delicious.
 
“By pairing herbals with vegetable drinks, we have used Treatt’s in-depth knowledge of the essential oil market to create a new concept that will allow manufacturers to take the vegetable-based beverages trend to the next level. The ingredients have been carefully infused to allow the respective flavour profiles to shine through the drink, while maintaining overall balance.”