Although taste remains king in the world of beverages, with increased consumer interest in natural energy solutions, beverage-makers have additional factors to consider when working with these ingredients.

“When formulating with natural energy solutions, beverage-makers must consider several critical factors to ensure not only product efficacy but also consumer trust and market success,” says Brian Zapp, director of marketing at Applied Food Sciences (AFS), Kerrville, Texas. “It's no longer enough to just add caffeine.

“Beverage-makers need to understand how natural ingredients can provide more complex benefits, such as sustained focus, calm energy, or mood upliftment,” he continues. “This requires looking at the full spectrum of bioactives, not just caffeine content.”

Stasha Johnston, senior vice president of marketing at Monin Americas, Clearwater, Fla., considers form, function and flavor to be three key considerations when working with natural energy ingredients.

“Today’s consumers are absolutely seeking out clean-label ingredients, and natural energy, and they don’t want to compromise on taste or appearance,” she says. “The right formulation must not only deliver a notable (and consistent) caffeine kick but also be easy to prepare and visually appealing.”

Niki Kennedy, director of insights and content at Glanbia Nutritionals, Chicago, says that regardless of the health benefits, taste is the most important feature in any product. 

“Consumers today will not sacrifice taste for health,” she explains. “Secondary to taste is functionality and stability which are linked in beverage applications.

 “In order for a product to provide the energy function to consumers, the energy-supporting ingredients require a level of stability from degradation,” Kennedy continues. “Utilizing the proper ingredient technologies and having the right collaboration partner will ensure beverage-makers can deliver on all three.” 

 AFS’ Kapp adds that, in a skeptical market, claims need to be substantiated. 

 “Partner with suppliers who invest in robust clinical research to validate the structure-function benefits of their ingredients,” he says. “At AFS, our studies on AmaTea Max for gaming and cognitive performance, and ongoing research on MycoThrive Lion’s Mane for cognitive response times and mood support, provide that essential evidence for brands.” 

Additionally, consumers demand to know where their ingredients come from and that they sourced responsibly, Kapp says. “A transparent supply chain, demonstrating commitment to sustainability and fair practices, is paramount for building long-term brand trust,” he explains.

 Kapp also stresses the importance of formulation expertise.

 “Natural extracts can present unique challenges in terms of taste, solubility and stability,” he says. “Collaborating with an experienced ingredient supplier who understands these nuances is crucial to create a pleasant and consistent product that consumers will repurchase.”

Further, Kapp includes navigating the regulatory landscape among other things to consider when working with natural energy ingredients.  

“Ensure all product claims are compliant with FDA and FTC guidelines,” he says. “A reputable ingredient partner provides the necessary documentation and regulatory expertise to help brands confidently communicate benefits without making unsubstantiated claims.”

Lastly, Kapp encourages beverage brands to tap into storytelling.

“Natural ingredients often come with rich stories of origin, culture and sustainability. Leveraging these narratives can create a deeper connection with consumers, making the product more compelling and memorable,” he concludes.

 “When formulating with natural energy solutions, beverage-makers must consider several critical factors to ensure not only product efficacy but also consumer trust and market success,” says Brian Zapp, director of marketing at Applied Food Sciences (AFS), Kerrville, Texas. “It's no longer enough to just add caffeine. 

“Beverage-makers need to understand how natural ingredients can provide more complex benefits, such as sustained focus, calm energy, or mood upliftment,” he continues. “This requires looking at the full spectrum of bioactives, not just caffeine content.”

Stasha Johnston, senior vice president of marketing at Monin Americas, Clearwater, Fla., considers form, function and flavor to be three key considerations when working with natural energy ingredients.

“Today’s consumers are absolutely seeking out clean-label ingredients, and natural energy, and they don’t want to compromise on taste or appearance,” she says. “The right formulation must not only deliver a notable (and consistent) caffeine kick but also be easy to prepare and visually appealing.”

Niki Kennedy, director of insights and content at Glanbia Nutritionals, Chicago, says that regardless of the health benefits, taste is the most important feature in any product. 

“Consumers today will not sacrifice taste for health,” she explains. “Secondary to taste is functionality and stability which are linked in beverage applications.

“In order for a product to provide the energy function to consumers, the energy-supporting ingredients require a level of stability from degradation,” Kennedy continues. “Utilizing the proper ingredient technologies and having the right collaboration partner will ensure beverage-makers can deliver on all three.” 

AFS’ Kapp adds that, in a skeptical market, claims need to be substantiated. 

“Partner with suppliers who invest in robust clinical research to validate the structure-function benefits of their ingredients,” he says. “At AFS, our studies on AmaTea Max for gaming and cognitive performance, and ongoing research on MycoThrive Lion’s Mane for cognitive response times and mood support, provide that essential evidence for brands.” 

Additionally, consumers demand to know where their ingredients come from and that they sourced responsibly, Kapp says. “A transparent supply chain, demonstrating commitment to sustainability and fair practices, is paramount for building long-term brand trust,” he explains.

Kapp also stresses the importance of formulation expertise.

“Natural extracts can present unique challenges in terms of taste, solubility and stability,” he says. “Collaborating with an experienced ingredient supplier who understands these nuances is crucial to create a pleasant and consistent product that consumers will repurchase.”

Further, Kapp includes navigating the regulatory landscape among other things to consider when working with natural energy ingredients.  

“Ensure all product claims are compliant with FDA and FTC guidelines,” he says. “A reputable ingredient partner provides the necessary documentation and regulatory expertise to help brands confidently communicate benefits without making unsubstantiated claims.”

Lastly, Kapp encourages beverage brands to tap into storytelling.

“Natural ingredients often come with rich stories of origin, culture and sustainability. Leveraging these narratives can create a deeper connection with consumers, making the product more compelling and memorable,” he concludes.