Firmenich Announces Dragon Fruit as 2023 Flavor of the Year

Firmenich, the world’s largest privately-owned fragrance and taste company, named dragon fruit as its 2023 Flavor of the Year, celebrating consumers’ desire for exciting new ingredients and bold, adventurous flavor creation.

“This marks our 11th Flavor of the Year, which is something our customers have come to look forward to each year,” said Maurizio Clementi, ad interim President, Firmenich’s Taste & Beyond division. “Dragon fruit’s bold vibrancy is a perfect choice as we embark an exciting year of change. Our in-depth Human Insights have identified the strong shift towards wellbeing and sustainability in people’s food and beverage choices, as well as newly-emerging elevated expectations in terms of taste. As everything we do is rooted in nature and deep consumer understanding, this inspired us to choose a Flavor of the Year which captures both.”

A Fruit By Any Other Name

Native to Central America, where it is known as Pitahaya, and thriving in tropical and subtropical climates across the world, dragon fruit’s flesh is rich in antioxidants and high in calcium. Dragon Fruit grows from a climbing cactus, making it a drought-resistant and naturally low water-use crop, requiring only a quarter of the water to grow compared to that of an avocado.

Much like the mystical creature that inspired its name, dragon fruit is fierce in appearance, with a scale-like skin in bold hues ranging from fiery yellow to bold magenta. However, its delicate flavor belies its imposing armor. With several different types varying in both color and taste, dragon fruit ranges in flavor from milder melon and kiwi-like to slightly sweeter berry profiles with notes of beetroot.