Trends have the unique ability to breathe new life into any category. However, innovation often comes with a price. 

In the beverage arena, formulators must go toe to toe with new trends to maintain the integrity of their products. Current trends for health-and-wellness, plant-based, reduced-sugar and functional beverages, for example, easily can affect the taste, mouthfeel and overall beverage experience. Thus, beverage formulators engage masking ingredients to fight off any unwanted effects.