The Game Changers: 10 brands doing exceptional work in flavors, colors – slideshow

There’s no denying we’re living in the age of “and,” not “or.” And the brands that get it are the brands that get consumers’ attention.

Kelly Newsome, senior global marketing manager of colors and savory flavors at ADM, affirmed, “Today’s consumers want it all. They’re unapologetic in their desire for foods that are both healthy and delicious, responsibly sourced and incredibly eye-catching, affordable and decadent.”

What does this look like in action? Bright florals and fruit juice for color, flavors with complexity and funk – as featured in SupplySide Food & Beverage Journal's October 2024 digital magazine – and unexpected ingredients that push hard against the expectations of what something is “supposed to” look or taste like. A new hit sauce or drink in 2024 might draw inspiration from multiple cultures, hit nostalgic notes and introduce consumers to an ingredient they’ve never heard of. And it might do all those things … and be healthier than a more famous brand, too.

Andrea Hernández, author of the popular food and beverage Substack Snaxshot, explained, “People want familiarity. People want comfort. But they also want to be able to wean off the bad, to go to something that’s a better option. And we’re seeing that things can exist at the same time.”

Is it a tall order? Sure. But these 10 brands are proving to be up for the challenge.