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April 29, 2021: 12:00 AM EST
The use of botanical extracts in beverages continues to grow, whether in sparkling drinks or bottled water. But botanicals have begun to extend beyond beverages into functional snacks, thanks in part to the growing 'food as medicine' consumer notion, according to TeaSquares (Chicago, Ill.) founder Jordan Buckner. One company, B.T.R. Bars, makes a line of functional bars using ingredients like ashwagandha and other adaptogens. But snack brands at this stage should put less emphasis in their marketing on functional claims, and instead use broad language such as “recharge,” “focus,” and “energize.” Or, they should focus on botanical flavor cues, as bar company Humming Hemp does, highlighting botanical flavors such as lavender, pistachio, and blueberry in its products. But as the category grows, consumer curiosity will grow. Shoppers will wonder, for example, just what exactly are the efficacious doses of botanical ingredients in snacks?
Mary Ellen Shoup, "Botanicals and snacks: In conversation with TeaSquares founder", FoodNavigator-USA.com, April 29, 2021, © William Reed Business Media Ltd
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