Dive Brief:

• Frutarom Health BU will debut a line of natural extracts based on Mediterranean ingredients at SupplySide West, according to a company statement. They will available in powder form, easily dissolved in water and suitable for use in powdered drink mixes. 
• The company says its product line is rich in Mediterranean bioactives and their processing method retains the ingredients' potency and bioactivity. The raw materials are derived from a natural palette ranging from grapefruit over purslane to olive leaf, olive fruit and oranges (bitter and sweet). 
• Fruitarom cites a new study presented last August at the European Society of Cardiology conference in Rome that strengthens decades of science promoting the Mediterranean diet as extremely beneficial for patients with a history of cardiovascular disease.

Dive Insight:

The company indicates their line of Mediterranean extracts primarily targets millennials, in keeping with many beverage marketers.  Research presented by The Coca-Cola Company during the National Restaurant Show in May found that millennials buy 15 beverages per week on average. 

Those same millennials, according to a study by FONA, are turning toward healthy beverages in droves. Their research found that 57% of millennial consumers partook in “all segments within the functional beverage category” including sports drinks, weight loss drinks and meal replacements. Millennials also believe that “functional foods have the ability to replace some medications,” according to that FONA study.

In terms of flavors, the more bold the better. This age group likes their flavors hot, bold, sweet, ethnic and exotic. Mediterranean flavors which lean to the savory side could well be considered exotic or bold.

Overall, clean label and health and wellness appear to be impacting the beverage sector. Consumers want ingredients that have a healthy halo and beverages that deliver health benefits. The Mediterranean diet itself is linked to health benefits such as a longer lifespan. And the Mediterranean-style pattern of eating was recently recommended as part of the Dietary Guidelines for all Americans released at the end of last year. 

Millennials might try a Mediterranean beverage simply for the sense of adventure. Whether or not they would remain loyal customers depends on flavor, and perhaps how well companies can establish a link between beverages infused with botanical extracts and true health and wellness benefits.