Mixing old and new creates simple, successful flavor combos

10/17/2013 | BevNet.com

TalkingRain Beverage has found success with its Sparkling ICE brand by releasing flavors that mix a standard ingredient with something new, such as orange and mango, and the tactic has worked well for many other drink brands. "Consumers, they claim they want new and unique. They want new and unique executions of the same old flavors," said Eric Spenske, marketing director for beverages at flavor manufacturer Givaudan. Spenske sees growth opportunities for ginger flavors, but notes that it can be off-putting to some consumers who find it too spicy.

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