Synergy caters for consumers' 'split personalities'
At the Synergy Flavors booth, there was a focus on innovative pairings such as nut butter with coconut to satisfy consumer demand for “indulgence and clean eating,” said Parveen Werner, associate director of marketing. “We can utilize identifiable consumer trends to help formulators devise a flavor strategy designed to take advantage of this split eating personality.”
Consumers, said Werner, want no preservatives, whole foods that are minimally processed, fresh or as close to fresh as possible, and healthy options. But they also want creativity, fun, nostalgia, and indulgence.
Trending flavors this year include juniper - gin's identifying flavor - she said. "Gin is emerging as the new 'it' spirit with ample room for retail flavor exploration."