The energy of flavor: new age or new wave, today's beverages are all new

Cheers, July-August, 2004 by Alia Akkam

After seeing a slew of new beverages debut this year, it's clear consumers like to drink new things. So what exactly is hot right now in the world of on-premise drinking?

We've seen it with desserts, we've seen it with breads, and now the low-carb craze has made its mark on the beverage industry. Drinkers are steering away from sugar and calories, and welcoming the low-carb and organic.

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Just this month, Coke rolled out Coke C2 and Pepsi rolled out Pepsi Edge, bringing low-carb sodas to the forefront as alternatives to their flagship cola lines. Health-conscious (and lethargic) consumers alike are also forgoing their usual bottle of Poland Spring and Perrier and reaching for eclectic energy drinks instead, while in cafes and restaurants across the country, fruity new syrup flavors (also sugar- and carb-free) are enlivening those same old beverages.

When Torani was founded in San Francisco's North Beach 78 years ago, their handmade syrups were blended with sparkling water and ice to create refreshing Italian-style sodas. Today, bottles of their syrup are on the back bar at such restaurant chains as Red Robin, Cinnabon, Cosi and Second Cup. While plenty of consumers still add syrups to coffees, teas and soda water, Torani has introduced 20 sugar-free syrup flavors made with Splenda, all-natural flavors and purified water, including Almond Roca, lime, mango and watermelon.

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Syrup maker Monin, Inc., has also expanded its sugar-free offerings with several new fruit flavors in tow. Bill Lombardo, president & CEO, points out how these fruity options like strawberry and raspberry are especially popular in flavored iced teas and fruit drinks.

"There's been a real resurgence of lemonade in the last two years," he says, "although sugar-free lemonade is harder to come by." (Monin has just introduced a sugar-free blend of Splenda and Anidex, a natural root. Mixed with water, it's used to make a fresh-squeezed lemonade.)

EXOTIC FLAVOR GROWTH

Lombardo also notes an upswing in sales of more exotic flavors appealing to a younger, more adventurous demographic, such as a bold and tart blood orange, guava, passion fruit and prickly pear cactus (nine different prominent chains already feature this one).

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For those willing to splurge on the traditional sugar-enriched drinks, Torani's collection of berry syrups and berry Frusia flavors is expanding and includes the new perfect-for-summer huckleberry. But sometimes, true decadence is in order.

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Luckily, Torani's sugar-free chocolate syrups have just arrived. White chocolate and caramel both promise to (artificially) sweeten blended hot and frozen coffee drinks alike.

According to USA Today, dessert consumption is down. Only 15% of dinners include a sweet item for afterwards. Torani is helping operators latch onto a new trend of "Drinkable Desserts" in the hopes of helping customers once again find their sweet teeth. For example, their pumpkin spice, tiramisu and cheesecake flavors are ideal for rich after-dinner and espresso drinks.

Others are busy adding new flavors as well. Island Oasis Frozen Beverage Company has introduced its 18th flavor, Wildberry, an all-natural puree of five berries, including raspberries and blueberries. Launched just in time for the summer months, Wildberry is also fat- and cholesterol-free. Eight ounces contain just 110 calories, but provide 100 percent of the recommended daily allowance (RDA) for Vitamin C.

DaVinci Gourmet, based in Seattle, also has its share of dessert-like sugar-free syrups, including German chocolate cake, peppermint paddy, dulce de leche and pineapple. With a license from Allied Domeqc, they've also introduced a sugar-free and non-alcoholic version of Kahlua syrup.

While Lombardo proclaims it's the core flavors still driving volume when it comes to coffee drinks, he is also seeing a rise in blended value-added flavors like praline, toasted almond mocha and toffee nut.

DaVinci's flavor makers seem to agree. Their new-to-the-market Frappease, a neutrally flavored blender base for smoothies, is ready to mix. A coffee bean studded version is also available, so the addition of espresso isn't necessary.

TEA FOR THEE

Concern for calories has also caused the tea industry to respond and expand. Customers are getting snobbier about their teas and are demanding better quality and wider variety.

Colorado-based two leaves and a bud, a single origin tea purveyor has the exclusive market on Dilmah teas, packed fresh in Sri Lanka. These high-quality, garden-fresh teas come in the black, green and herbal varieties that are so popular now. Their own whole-leaf teas come in pyramid-shaped organdie sachets to ensure each cup of tea has the fullest flavor possible. Healthy Beverage Company introduced the first certified organic diet drink with the health benefits of green tea, called Diet Steaz Sparkling Green Tea. All leaves are organically grown in the mountains of Sri Lanka and each 12 oz. bottle is naturally sweetened with organic cane juice.