Whether its dairy milks, ready-to-drink (RTD) hot and iced coffees, meal replacement drinks or protein powders, vanilla is one of the most universally accepted flavor profiles around the world. In fact, vanilla is so well-known that its very name means “common.” In addition to conjuring up feelings of nostalgia, vanilla tastes decidedly different depending on the region from which the ingredient is sourced, helping to distinguish it from “plain” vanilla.
According to Julie Colvin, consumer insights and market research analyst at Takasago International Corp., Rockleigh, N.J., beverages are starting to declare the regional origin or provenance of vanilla in the product, a trend being driven by consumer interest in premium products and global experiences. “The flavor profiles of vanilla from different regions, such as Madagascar, are familiar enough to be accessible to consumers, but have a bit of differentiation and a global feel that distinguishes them from ‘plain’ ‘vanilla,” Colvin explains. “Corresponding to this trend, Takasago has developed a variety of VIVID Vanilla flavors with different regional profiles e.g., Madagascar, Mexican, Tahitian, etc., to give consumers new taste experiences of regional vanilla profiles.”