With consumers increasing their scrutiny of what’s in the consumer packaged goods (CPGs) that they consume, beverage-makers are responding by providing more products made with recognizable ingredients, like domestic fruits. As more consumers look for simplicity and transparency, these ingredients have garnered more attention.

“Beverages are getting a lot of label scrutiny — much like all the rest of the food industry,” says Jeannie Swedberg, director of business development at Selah, Wash.-based Tree Top Inc. “In the beverage segment, we’re seeing that manifested with a raft of free-from claims — gluten free, soy free, GMO free, etc. — and other similar claims, such as no sugar added, organic, minimally processed [and] cold-pressed, [and] many of these label callouts tie back to the larger clean-label trend and the desire for transparency in labeling. People want to know what’s in their beverage, how it was made and even how it got to them. So it’s not uncommon to see ‘local’ or ‘made from Northwest Washington apples.’ Varietal callouts are also increasing — so it’s not just 100 percent apple juice — it’s 100 percent Honey Crisp Apple Juice.”