EXOTIC FRUITS

The word ‘exotic’ may be a bit loaded; its pertinence to each individual depends on their experience. That being said, “dragonfruit” may not be the rarest of flavors for the seasoned RTD beverage drinker, but rising interest in the fruit — named Firmenich’s 2023 Flavor of the Year back in December — may indicate a widening path ahead for other taste experiences of a similar ilk.

“Dragonfruit may be still a ‘rare’ fruit flavor for CPG food & beverage brands, but it is no longer rare to consumers,” said Jeff Schmoyer, Firmenich Global Head of Human Insights. The prickly fruit, known as Pitaya in Latin America, is a low water-use crop that offers a “light, refreshing, sweet” flavor that has long been favored in natural juices and smoothies, but is now getting more shine in packaged drinks. The fruit has proved a versatile flavor for categories ranging from energy drinks (Rowdy, Red Bull) to kombucha (KOE) to sparkling waters and soft drinks (the recently relaunched Bossa Nova, Polar, Tractor Beverages). According to Firmenich, dragonfruit use in actually growing faster in foods than in beverages, where innovations typically appear first.

In its 2023 trend forecast, The Arthur-Daniels-Midland Company (ADM) also cites the continued rise of “ripe, fruity citrus” like mango and passionfruit along with “juicy stone fruits.” Overall, citrus remains the “most classic” flavor profi le, accounting for nearly 30% of all new product launches, according to ADM. Within a saturated sparkling water market in particular, pushing boundaries with bolder fruit flavors is critical to standing out, according to Tom Gibson, Chief Flavorist at Flavorman.

“Client requests have taken a 180-degree turn on flavor, especially where seltzers and sparkling waters are concerned,” said Gibson. “Whereas before, clients would be looking for a gentler spritz of nuanced flavors in their drink, we are now seeing more clients ask for loud and proud, single-note flavors.”