Company Insights
The global beverage landscape is experiencing an overarching shift in consumer behavior. Legacy drinks built on artificial colors, high-fructose corn syrup, or hyper-aggressive synthetic stimulants are giving way to a new generation of functional, better-for-you (BFY) beverages (BevNet). Today’s consumers view every sip through a lens of daily wellness—demanding targeted benefits like gut health, sustained mental focus, and clean hydration, without sacrificing indulgent or refreshing flavor.
Trend 1: From Harsh Energy to Daily Refreshers, Revivers, and Rechargers
The energy category has softened its tone and expanded its audience. Brands have moved away from hyper-aggressive, extreme-sports marketing in favor of daily energy refreshers, revivers, and rechargers designed for mental clarity, productivity, and light hydration (Mintel).
This shift is most visible across quick-service restaurants and specialty beverage chains, where energy is treated as a versatile flavor base:
- Swig “Revivers”: Handcrafted combinations blending energy bases with fruit purees, juices, and rich cream toppers. Standouts include P.O.G. (Passion Fruit, Orange, Guava), Super Trooper (Lemonade, Mango, Strawberry, Coconut Cream), Surf’s Up (Peach, Mango, Raspberry, Orange), Drama Queen (Sugar-Free Strawberry, Peach, Coconut, Light Lemonade), and El Capitan (Coconut Syrup, Fresh Lime).
- Starbucks “Energy Refreshers”: Plant-based green coffee extract paired with real fruit juice and lemonade, such as Strawberry Acai Lemonade Energy, Mango Dragonfruit Lemonade Energy, and Blue Coconut Energy.
- Wawa “Rechargers”: Lemonade energy bases layered with tactile toppings like popping boba, featured in Raspberry Rush with Raspberry Bubbles, The Galaxy (Blue Raspberry, Dragonfruit Lemonade), The Mermaid, and Tropical Oasis.
- Dutch Bros “Rebel Energy Drinks”: Proprietary carbonated energy platforms tailored with vibrant flavor stacks like Poppin’ Boba Fire Lizard, Electric Berry, Dragon Slayer, and nostalgic OG Gummy Bear.
Concurrently, the canned retail market has pivoted heavily to natural caffeine sources, such as organic yerba mate, guayusa, and green tea extract paired with L-theanine, to deliver sustained alertness without jitters or post-consumption crashes (BevNet).
Trend 2: The Functional Soda Revolution (High-Sugar Legacy vs. Prebiotic Pop)
For decades, carbonated soft drinks were dominated by high-calorie, sugar-heavy formulas. Today, brands like Olipop and Poppi have rewritten the rules of the soda aisle, capturing significant market share from traditional legacy brands (BevNet).
This revolution hinges on bridging functional gut-health benefits with familiar, comforting flavor profiles:
- Formulation Overhaul: Prebiotic sodas replace artificial colors and high-fructose corn syrup with 2–5 grams of natural sugar, fruit juice concentrates, and digestive functional ingredients like cassava root fiber, Jerusalem artichoke inulin, and apple cider vinegar.
- Nostalgic Profile Re-engineering: Success in this space requires recreating classic soda profiles—such as Vintage Cola, Doc Pop, Classic Root Beer, and Strawberry Lemonade—while masking the earthy, tart notes inherent to plant fibers and vinegars.
Trend 3: Next-Gen Hydration — From Sugary Sports Drinks to Clean Electrolytes
A similar transformation is occurring in sports and hydration beverages. Legacy sports drinks built on high sugar loads and artificial dyes are losing ground to clean functional hydration formats.
- Shift to Daily Electrolytes: Modern consumers are adopting hydration products for daily wellness, travel, and desk-side replenishment rather than intense athletic exertion.
- Clean-Label Formulations: Brands are formulating with freeze-dried coconut water powder, pink Himalayan sea salt, potassium citrate, chelated magnesium, and immune-supporting zinc.
- Format Versatility: Growth is soaring across ready-to-drink (RTD) zero-sugar mineral waters and dry single-serve stick-packs (e.g., LMNT, Electrolit, Waterdrop), emphasizing crisp citrus, berry, and botanical notes.
How Jogue Inc. Delivers Your Formulation Advantage
Whether you are formulating a handcrafted QSR energy syrup, a clean-label canned refresher, a prebiotic soda, or a functional hydration powder, balancing active ingredients with exceptional taste is the critical threshold for market success. Functional botanicals, plant fibers, natural caffeine, and electrolyte minerals frequently introduce bitter, salty, or astringent off-notes.
Jogue Inc. bridges the gap between functional efficacy and consumer delight:
- Advanced Masking Technology: Our proprietary masking systems neutralize off-notes from active botanicals, prebiotics, vinegars, and minerals without overloading the beverage with excess sugar or artificial sweetening.
- Custom Profile Creation: From nostalgic soda classics (vintage cola, doc pop) to vibrant QSR fruit blends (P.O.G., dragon fruit-passionfruit) and crisp hydration citrus, our flavor chemists engineer signature taste systems tailored to your target demographic.
- Application Expertise & Scale-Up: We evaluate and validate flavor performance across pH ranges, pasteurization methods, carbonation levels, and shelf-life stability in our R&D pilot labs, guaranteeing seamless commercial execution.
From benchtop concept to retail shelf, Jogue Inc. provides the flavor innovation and technical formulation guidance needed to lead the next generation of beverages.
Company Insights, Flavor Insights
A few weeks ago, the Jogue team headed to Chicago for IFT FIRST, joining food scientists, developers, ingredient suppliers and innovators from across the industry to explore what’s next for food and beverage.
The show floor was filled with new ingredients, technologies, research and product concepts, but some of the most valuable insights came from the conversations happening throughout the week, and thoughtful presentations. We left Chicago with new connections, fresh ideas and plenty to think about. A few themes in particular stood out.
Natural vs. Artificial: The Color Conversation Is Getting More Complicated
One of the most interesting conversations we had at IFT FIRST centered around artificial versus natural colors and flavors.
The answer isn’t as simple as “natural is better.” Consumer expectations can change depending on the product, the application and even the stage of life.
Younger consumers can be relatively accepting of artificial flavors and colors, but that perspective can shift when they become parents. Suddenly, the ingredients going into their children’s food receive much more scrutiny.
The application matters, too. Dairy tends to have a strong preference for natural colors, while confectionery has historically been somewhat more accepting of artificial colors. At the same time, certain synthetic colors have developed particularly negative reputations among American consumers, with Red 3 and Red 40 often at the center of the conversation.
That creates an interesting challenge for formulators: replacing an artificial color isn’t always as simple as finding a natural ingredient with a similar shade.
One of the more difficult challenges is achieving a natural blue in a clear liquid application—the kind of vibrant blue consumers might associate with a sports drink. Natural color solutions have to deliver the right shade while also standing up to the stability, processing and performance demands of the finished product. Natural color suppliers at IFT FIRST were showcasing technologies designed to address exactly these challenges.
The takeaway from Chicago? Color isn’t simply a question of natural versus artificial. It’s about understanding the consumer, the application and the technical demands of the product—and finding the right solution for all three.
From Snacking to “Smealing”: Food Has to Do More
Another theme that came through in Chicago was the continued blurring of the line between meals and snacks.
At its core, this shift is rooted in convenience. Consumers don’t always have the time to fit three traditional, well-rounded meals into their day. Instead, snacks are increasingly being asked to fill the gaps.
But convenience is only part of the equation. Health and wellness are raising expectations for what those eating occasions need to provide. If a snack is going to stand in for a meal, consumers want it to do more: provide protein, deliver fiber, support hydration, offer energy or contribute meaningful nutrition.
That helps explain why protein and fiber were such prominent themes at IFT FIRST. Industry coverage from the show highlighted the growing combination of protein and fiber as brands look to create more nutrient-dense foods and beverages. Protein is also continuing to move beyond traditional sports nutrition into mainstream products and everyday eating occasions.
So, will “smealing” still be around in 2030?
The name might not be. The idea almost certainly will.
Consumers will continue looking for foods that provide more functionality and nutrition in convenient formats. And as formulation technology improves, those nutritionally dense foods should become better tasting and better textured.
The future isn’t necessarily about adding more eating occasions. It’s about getting more out of the ones we already have.
Protein Is Getting Lighter
Protein was another major theme at IFT FIRST—but the conversation is changing.
The industry is moving beyond simply adding more grams of protein to a product. Developers are looking for ways to deliver protein in formats that feel lighter, more refreshing and more familiar.
Clear protein beverages are one example. The category has grown alongside demand for functional beverages, but formulators have historically faced challenges around clarity, solubility and taste. New ingredient technologies are beginning to make those formats more viable.
This fits into the broader shift toward functional foods that fit naturally into everyday life. Protein is no longer limited to bars, shakes and sports nutrition. It is showing up across beverages, snacks, bakery and other categories where consumers may not have traditionally expected it.
At the same time, the industry’s focus on protein is increasingly being paired with fiber and other nutritional benefits. The goal is becoming less about a single nutrient claim and more about creating products that provide meaningful nutrition in a convenient format.
AI Is Moving Closer to Food R&D
Artificial intelligence was also a major part of the IFT FIRST conversation.
IFT put AI front and center in its 2026 programming, focusing on how the technology can support product development, food safety, sustainability and R&D. The organization’s featured AI keynote specifically explored practical applications for making food innovation faster, smarter and safer.
What’s interesting is that the conversation around AI is becoming more practical. Instead of simply asking whether AI will change food science, the industry is increasingly asking where it can make food development more efficient and effective.
From formulation and ingredient selection to product optimization and R&D, AI is beginning to move from a futuristic concept toward a practical tool.
Turning Insights Into Innovation
IFT FIRST is always a great reminder of how quickly consumer preferences, technology and food science continue to evolve.
This year’s show made one thing especially clear: consumers want products that are convenient, functional, recognizable and enjoyable—but delivering all of those things at once requires serious formulation expertise.
Thank you to everyone who stopped by the Jogue booth, met with us over a meal, experienced some of the flavors we were showcasing or simply shared an idea with our team.
We left Chicago with new connections, fresh ideas and a renewed sense of where the industry is headed.
And now we’re bringing those insights back to our team and our customers—because the most interesting part of IFT FIRST isn’t simply seeing what’s new.
Let’s talk flavor.
Company Insights, Flavor Insights
We are thrilled to announce a major investment and expansion at our DeLand, Florida plant! While we have called this location home since 2010, this massive transformation marks a new era for our company. The DeLand facility is central to enhancing our service in the Southeast and unlocking a national reach for production and distribution.
Collaborative Innovation: Bringing R&D to the Forefront
The most significant change to our front-office workflow is the addition of a state-of-the-art test kitchen and R&D lab. By placing our flavor experts in the same building as our logistics and sales teams, we’ve created a collaborative environment that moves projects from concept to reality much faster.
Gains in Capacity and Capability
The most visible changes are happening on the production floor. We are significantly boosting our output through high-tech automation and increased volume:
- Massive Mixing Power: We are installing nine new mixers with capacities reaching 1,000 gallons, including a specialized Breddo-Mixer dedicated to fresh fruit processing.
- 5x Faster Output: Our fully automated filling line is shifting our production speed from 2 pails per minute to 10 pails per minute.
- Infrastructure for Flexibility: To support this pace, three new external silos have been installed on-site. This allows us to house essential raw materials for immediate use, granting us total flexibility to run client orders exactly when they are needed.
A Decade + of Innovation: Our Journey
This overhaul is the latest chapter in a long-term commitment to growth. Here is how Jogue has evolved over the last decade:
- 2013: Opened the R&D and manufacturing facility in Ontario, California.
- 2019: Added a 20,000 sq. ft. headquarters expansion in Plymouth and enhanced solar sustainability in CA.
- 2020: Introduced Spray Drying and powder blending capabilities to the West Coast.
- 2022: Launched automated pail and Bag-in-Box (BIB) filing lines with robotic palletizers.
- 2023: Expanded CA powder capacity with a new fluidized paddle blender and automated filling line; added Scott Turbon Mixers for enhanced emulsion blending.
- 2026: The complete transformation of the DeLand, Florida facility.
Company Insights, Flavor Insights
2 tornados, 3 Days, 20,000 attendees, 70+ represented countries, hundreds of exhibitors, and an infinite number of conversations later, our Jogue team left Chicago with a mind full of inspiration and a stomach full of innovative new product samples hitting the market this year.
Even though we were busy catching up with our customers at Booth #3602 while IFT FIRST was in full swing, we made it a priority to get to the venue early each day to explore and note observations on trends so we can help add the most value to our customers for the months ahead. Speaking with industry experts and observing themes in the types of products being displayed led us to come up with the following insights covered in this post. If you didn’t get to attend this year, we’re bringing the highlights of 2024 IFT FIRST to you!
Local Bakeries Going CPG
Thanks to the soaring success of packaged baked goods for companies like Mrs. Fields, Crumbl, and Nothing Bundt Cakes, local bakeries seem to be jumping on the train as well. Consumers are constantly looking for small businesses to support. In fact, 47% of small businesses reported having a significant number of new customers at the end of 2023 and that number is expected to increase1.!
Regional bakeries are boasting bold packaging, natural ingredients, and fun flavors that large companies may struggle to execute. These types of products are sure to intrigue the Gen Z demographic as they come to hold more purchasing power in the industry.
Low Sugar, Bold Spice
Sugar reduction was another umbrella theme we noticed on the IFT floor this year. From allulose innovations to monk fruit to stevia-based sweets, the low sugar movement was in full effect this year! However, we did notice that erythritol was less present in many sugar replacement products displayed- likely due to the recent 2023 research paper that linked this sweetener to an increased cardiovascular disease risk.
Our favorite low-sugar innovations were no-sugar-added, allulose-based ice cream inclusions and several protein bars and shakes formulated with allulose. 78% of U.S. consumers find the “Better for You” movement in the Food & Beverage Industry appealing4. . Therefore, we think it’s important to not only help make these products more widely available, but also more delicious by encouraging the use of natural flavors and pure extracts!
Bold, spicy flavors have also proved that they are here to stay this year based on the vast array of novel chili usages and processing techniques we observed on the exhibition floor! We wrote about this trend on January 1, 2024, predicting exactly what we saw. Various types of fermented chili pastes, freeze dried ground chili varieties, and interesting, sweet-and-spicy (“swicy”) flavor applications validated our early predictions on this flavor trend this year. A few of our favorite samples we picked up included chipotle infused almonds, falafel veggie bites with harissa aioli, and spicy red curry peanut popcorn.
Sustainability
Sustainable ingredients and processing methods are still at the top of consumers’ minds heading into next year. We were pleased to see that the demand for environmentally friendly food & beverage options was reflected at the IFT FIRST event in a big way!
After seeing the new Regenerative Organic Certified label multiple times across the exhibit hall, it was clear that this more stringent label will likely replace the traditional USDA Organic certification in the future. The Regenerative Organic Certified label uses the USDA Organic certification requirements as a baseline while also upholding strict standards for soil health, animal welfare, and social justice.
If you’re a tea drinker, you would have been as thrilled as we were to discover Westrock Coffee’s new Coffee Leaf Tea. Coffee leaves are typically discarded but contain as many antioxidants as green tea leaves! This new beverage features this upcycled ingredient to create a delicate, perfectly balanced tea. Although it was delicious in its raw form, elevating this beverage with peach, passionfruit, or blueberry flavor would take it to a whole new level!
Functional & Fiber
Finally, we would be remiss not to mention the 2 F’s: Functional and Fiber. These types of products made up a vast majority of the show this year. Ashwagandha has been on the rise for the past 5 years, but this food ingredient was around every corner of the exhibit hall this year. One of our Jogue sample beverages, the Strawberry Guava Splash with Lemon Balm & Ashwagandha, even featured it! Other functional ingredients we observed included chaga, lion’s mane, & freeze-dried superfood powders.
Novel types of fiber seemed to be a huge trend at the 2024 IFT FIRST event as well. Following the gut health movement, consumer demand for high-fiber foods has grown significantly in recent years. A recent Mintel report found that 86% of consumers seek convenient, high fiber foods and beverages4. . Enhanced technology around incorporating fiber seamlessly into CPG products is a promising new frontier for the “Better for You” movement mentioned earlier. A few standouts in this category include a waffle made with bamboo fiber, cereal made with various types of pulse flours, and sugar-free chocolate coated puffed chickpea bites.
Come See Us Next Year!
We already have our booth reserved for 2025 IFT FIRST in Chicago! Make sure to come to our full-service team of flavor experts for your next custom, made-to-order flavor solution.
Can’t wait that long?
Contact us through the “Contact Us” form on our website OR email sales@jogue.com today!
References:
1. https://fitsmallbusiness.com/small-business-statistics/
2. https://www.foodnavigator-usa.com/Article/2024/01/02/2024-trends-to-watch-from-functional-foods-and-clean-label-to-value-hunting-and-increased-use-of-ai-to-drive-promotions-and-efficiencies
3. https://www.foodbeverageinsider.com/fiber/fiber-maintains-popularity-through-the-years
Company Insights, Flavor Insights
Dramatic headlines aside, chocoholics across the world are refusing to give up beloved chocolate flavored products. However, if the global cocoa supply continues to drop at the rate that it has been since January, chocolate may become a rare commodity in the Food & Beverage Industry as prices skyrocket. We’re giving you the latest insights on the cocoa market so you can make the best decisions regarding your chocolate flavored products in the months to come.
Origin of the Issue
Most of the world’s supply of cocoa beans comes from West Africa, with a moderate quantity also sourced from Brazil, Ecuador, and Indonesia. In fact, approximately two-thirds of the world’s cocoa production occurs in the West African nations of Ghana and Ivory Coast. Since the beginning of the year, this region has experienced disruptive weather patterns amplified by climate change and rising freight costs. A CNBC article reports that the El Nino weather phenomenon observed in West Africa this year may result in drought-like conditions that may permanently affect the yield of cocoa beans able to be produced there1.
Cocoa harvests occur only twice per year, with the “main harvest” occurring from October to March. Since it rained more than usual in Western Africa for the last few months of 2023, several plant pathogens- such as black pod disease & swollen shoot virus- were able to spread between farms more easily. Additionally, a powerful cyclone ravaged Brazil right before harvest season last year. These factors alone already threatened the overall cocoa output this year and further exasperated the global cocoa supply crisis we are currently witnessing.
Additional root causes of the cocoa crisis include the global fertilizer shortage and economic paranoia that stems from the 2022 war in Ukraine. Because cocoa is a crop that requires a significant amount of fertilizer to grow commercially, the reduced amount of fertilizer being exported greatly impacted the overall yield of existing cocoa trees before unexpected weather had an impact. Europe is also the world’s leading importer of cocoa beans. When analysts started to predict that the cost of oil, coal, and gas would spike due to the Russian invasion, chocolate makers began placing fewer orders for cocoa out of financial fear4. As soon as fear subsided, there was a boom in demand for cocoa again, but with a more limited supply than ever before.
How to Navigate the Changing Cocoa Market
As a result of the changing weather patterns and shipping challenges, the price of cocoa has spiked by more than $2,000 per metric ton since January, reaching a record high of over $7,000 according to data released by Bloomberg on March 12 and as shown in the figure below5. Since cacao trees take years to mature enough to produce cocoa beans, these high prices aren’t expected to return to baseline anytime soon. Paul Davis, President of the European Cocoa Association, estimates that it may be another 1.5 to 3 years before chocolate producers can relax again.
Source: McKeany-Flavell
While passing the cost on to consumers is one option to navigate the ominous climate of the cocoa market, it is important to consider other strategies to keep your chocolate flavored food or beverage product in line with competitors.
- Diversification: Companies should consider diversifying their sources of cocoa to different regions of the world to mitigate the risk of supply disruptions from unfavorable weather pattern changes.
- Sustainability initiatives: Engage in cocoa farmers that have sustainability initiatives in place to ensure that the long-term viability of cocoa crops is being supported.
- Market Analysis: Staying up to date on cocoa market reports every month can help companies plan accordingly and re-evaluate where costs could be reduced in other ingredients.
- Innovation: Supplement 100% real cocoa with a chocolate flavor or extract to enhance the rich, decadent profile of your chocolate product while using less of the actual commodity.
We proudly use fair-trade, organic cocoa beans to create our robust, perfectly sweet and nutty chocolate flavors and extracts. Reach out to us today for more information on our premium chocolate flavors and how Jogue can help you cut soaring cocoa costs while retaining flavor.
Resources:
1. https://www.cnbc.com/2024/02/08/cocoa-prices-surge-to-all-time-highs-as-bad-weather-hurts-west-africa-crop-yield.html
2. https://markets.businessinsider.com/news/commodities/chocolate-west-africa-cocoa-beans-supply-crunch-prices-suppliers-commodities-2024-2
3. McKeany-Flavell. “Cocoa and Chocolate Monthly Update”. 2024, Feb.
4. https://time.com/6291600/cocoa-chocolate-high-price-russia/
5. https://www.bloomberg.com/news/articles/2024-03-12/cocoa-rises-above-7-000-a-ton-for-first-time-in-new-york
Company Insights, Flavor Insights, Recipe Highlight
Chai Spice Mini Cupcakes
The warm spices of chai tea paired with a sweet, vanilla-frosted cupcake is the perfect treat to bake for cold winter months. Made with carefully crafted natural flavors and premium pure Madagascar vanilla extract, these mini cupcakes are sure to become a household favorite!
How To Make Chai Spice Mini Cupcakes:
Step 1: Preheat the oven to 325F. Line a mini muffin tin with cupcake liners and set aside. Combine the flour, baking powder, and salt in a small mixing bowl. Sift well and set aside.
Step 2: In a separate mixing bowl, combine the butter and sugar. Beat on a high speed until fluffy in texture, about 2 minutes. Add the egg, olive oil, Jogue Chai Spice Flavor, and Jogue Vanilla Extract to the butter mixture. Beat well for about one minute. While the electric mixer is set to a low speed, carefully add in the flour mixture and half & half until just combined.
Step 3: Fill each cupcake liner with batter until they are about ¾ full. Bake until a toothpick comes out clean, about 15 minutes
Step 4: Let the cupcakes cool completely before frosting. Garnish with a dash of cinnamon & enjoy!
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