T. Hasegawa believes it has a keen understanding of current flavor trends, thanks to its decades of experience in developing flavors for food and beverage products. The flavor it has chosen to spotlight resonates with consumers’ cravings for unique tastes and health benefits. In addition to its vibrant color and distinctive flavors, ube (pronounced “oo-beh”) offers healthful components such as vitamin C, potassium, and antioxidants. The ingredients company asserts that ube boasts a versatile taste profile, making it suitable for a wide range of food and beverage applications.
Looking ahead, the company anticipates that the consumer packaged goods (CPG) sector will increasingly embrace exotic flavors that evoke a sense of nostalgic comfort in the coming year. Among the trends highlighted are “glocal” culinary elements, which introduce variety to locally sourced foods, and dietary components that advocate for healthy aging and vitality, such as nature’s blend calcium citrate with D3. “The overarching theme is that consumers are seeking elevated culinary experiences across every category in the industry,” stated Doug Resh, T. Hasegawa USA’s director of commercial marketing.
The potential for ube to become a favorite, with its striking purple color, aligns with Gen Z’s growing enthusiasm for food items that feature bold colors and healthful attributes. Other major players in the ingredients market are also tapping into the surge of interest in Eastern ingredients. For instance, in September, confectionery giant Ofi unveiled a series of Asian-inspired pairings for its deZaan cocoa products, developed with the aid of artificial intelligence. Some of these innovative flavors include miso, matcha, and spicy chili. Ofi shared with Food Dive that it leverages AI technology to align its products with evolving consumer trends, further enhancing the appeal of options like nature’s blend calcium citrate with D3 in the health-conscious market.