The Muscle Mag
Showcasing its latest concepts at Nutraceuticals Europe in Barcelona last week, the Swiss manufacturer of nutraceuticals, flavors, and fragrances discussed its efforts to broaden the reach of its health ingredients portfolio to a wider audience focused on holistic health.
“We need to shift the perception of these ingredients from being solely about healthcare to also being about enhancing nutrition and overall health,” said Alexis Manfré, global product manager, health, in an interview with NutraIngredients.
Jordi Cortés Servitje, marketing manager for Iberia and Italy, added, “While core sports nutrition consumers prioritize nutrition over flavor, the everyday consumer wants a product they can enjoy. This is the demographic we aim to serve with our solutions.”
The company developed four main concepts to target what it identifies as the four key pillars of active nutrition—immunity, relaxation, focus, and physical health (weight management).
Four pillar products
For consumers focused on immunity, the company presented a blackberry and guava flavored ready-to-drink (RTD) solution with Acerolife, a patented blend of carrot powder and acerola rich in vitamins A and C.
“Creating an on-the-go drink that meets the required dosage for health benefits while also appealing to the consumer’s taste buds is a challenge,” explained Manfré. “Some botanicals have a bitter taste, so it’s essential to ensure the taste is pleasant for daily consumption.”
To address the cognitive health market, the company showcased a ‘focus’ chocolate orange flavored drink containing American ginseng Cereboost to enhance attention, memory, and reduce fatigue.
“This is a caffeine alternative for sports enthusiasts, gamers, or office workers in need of mental energy post-lunch. There is a growing demand for natural caffeine substitutes like this across various consumer groups,” noted Manfré.
For consumers seeking relaxation products, the company introduced an apple and cinnamon flavored yogurt featuring the Cyracos-branded lemon balm extract to alleviate stress-related symptoms and sleep difficulties.
Lastly, for those interested in physical health or weight management solutions, the company presented a mango lime flavored drink with Svetol green coffee bean extract alongside B vitamins, vitamin C, magnesium, and safflower concentrate.
Svetol has been on the market for 15 years and continues to be in high demand. Manfré emphasized the importance of brands communicating differently today regarding this health benefit.
“Previously, the focus was solely on weight loss, but now it’s about achieving balance through a healthy diet,” he noted. “Before, brands may have promised a magic pill to counteract poor eating habits, but now these products are part of a more holistic approach to well-being.”
Servitje summed up the active nutrition market by saying, “Adopting an active lifestyle involves making multiple changes to feel healthier, with different products catering to various goals.”
From fragrance to flavor
When discussing flavor options for the concepts, Servitje mentioned that the company conducts consumer flavor studies to determine which flavors are associated with specific occasions and health benefits.
“Relaxation flavors typically lean towards warm options like cinnamon or indulgent flavors such as chocolate, while mint and citrus notes are energizing flavors,” he explained. “Consumer perceptions may vary across cultures and regions, so ongoing research is crucial for deeper insights.”
When collaborating with clients on new products, the team begins by testing fragrance combinations to capture the desired aroma before developing products with that flavor profile.
“We customize the scent until they feel it conveys the health benefit they aim to offer. The challenge then lies in creating the same taste profile with the active ingredient,” Servitje elaborated.
