Drink your vegetables!

VEGETABLE-BASED beverages are one of the top 10 consumer packaged goods trends to watch in 2014 (Datamonitor*), and Treatt is experiencing increased demand for its Treattarome? range of 100% natural distillates which can be used to deliver a unique and authentic aroma of fresh vegetables. The company’s expanding portfolio of ‘From the Named Food’ (FTNF) vegetable-based ingredients features an array of flavour profiles – including cucumber, tomato, bell pepper and jalapeno – to allow manufacturers to create on-trend vegetable beverage products.

Treatt said vegetable-flavoured beverages, whether smoothies or juices are moving from niche mainstream. “With 55% of people globally making a conscious effort to eat as many vegetables as possible, the so-called ‘healthy halo’ of vegetable-based beverages makes them a hit with consumers and the trend is spreading across nearly all beverage sectors,” said Douglas Rash, Group VP – Global Sales.

Treattarome distillates are produced using proprietary technology that involves a short-duration, low temperature distillation process to guarantee maximum flavour entrapment. The process ensures that the distillates have the distinct character of the fresh vegetable. For example, Cucumber Treattarome 9721 imparts a fresh, green cucumber flavour and is particularly effective in clear beverages where unusual, tropical notes are required. Green Bell Pepper Treattarome 9723, on the other hand, is wholly distilled from fresh green peppers and delivers a green and astringent flavour to adult beverages and fruit juices.

These innovative vegetable ingredients are water soluble and highly concentrated and can be added to a variety of formulations at dosage levels of as little as 0.05%. This makes them ideal for use in clear beverages and applications include alcoholic drinks, juices, carbonated soft drinks, smoothies and flavoured waters.

* 10 trends to watch in consumer packaged goods in 2014