Today’s consumers are looking for convenient ways to adopt a healthy lifestyle, often wanting more variety in their daily beverages. Sports drinks innovate knowing that the consumer mindset is now thinking “What can this drink do for me?”.
The vast majority of performance beverages on the market use synthetic colors, only a small group is opting to use natural ingredients to differentiate themselves and generate a competitive advantage.
In a category where color is of great importance, there is ample opportunity to address consumer requests for cleaner ingredients in the form of natural colors. As today’s ingredient-conscious consumers are increasingly looking for more natural-positioned options, there is a great opportunity for growth.
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