A short drive from the Canadian border in upstate Vermont reveals an extensive network of tiny plastic tubes, nearly 6,000 miles long — roughly 25% of the Earth’s circumference — extending from 450,000 maple trees. The maple sap collected from these trees flows gradually into this network before reaching a nearby facility that once served as an Ethan Allen factory, where the sought-after syrup is produced, bottled, and distributed. The Maple Guild, a company that harvests this sweet syrup annually from 25,000 acres of lightly populated land in the northeast, began distributing its maple syrup in April after five years of developing infrastructure, refining production technology, and slowly increasing output. With a growing consumer demand for maple products, the timing of the company’s market entry is ideal. “Maple is definitely trending upward. It’s a healthier sweetener — low glycemic, natural, and organic — and people are constantly seeking that,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in a conversation with Food Dive. “We hope to present it in various ways to show that it’s not just for breakfast anymore.”
As consumers increasingly gravitate toward natural and healthier ingredients while reducing their intake of artificial sweeteners and processed sugars, the popularity of maple syrup continues to rise, particularly among millennials who are mindful of their food choices and interested in trying products that evoke nostalgic memories of their childhood. Beyond its traditional uses on pancakes and meats, maple syrup is being incorporated into a wide range of food and beverages, often as an imitation flavor. It can be found in Starbucks’ maple pecan latte, maple water — derived from maple tree sap — maple vodka from Vermont Spirits, and even maple whiskey produced by brands like Crown Royal, Jim Beam, and Knob Creek. Major food companies such as Chobani and Brown Cow have introduced maple-flavored yogurt, while RXBAR, recently acquired by Kellogg for $600 million, has launched a maple sea salt bar. Innovations also include maple cotton candy, salad dressing, and even maple-smoked cheddar.
At The Maple Guild in Island Pond, Vermont (population 821), the company produces traditional maple syrup alongside unique blends infused with vanilla or cinnamon. One variety is aged in Kentucky Bourbon barrels. Their product range extends to cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. The Maple Guild’s offerings can be found in grocery stores like Giant Eagle, H-E-B, and Whole Foods.
“Companies are always on the lookout for trends, and it may be that the market leaders are saying, ‘Look at how pumpkin flavors soar this time of year; let’s capitalize on that with other products like maple,’” noted Lester Wilson, a professor of food science and human nutrition at Iowa State University. “Everyone is eager to cater to the millennial demographic.”
While maple’s growing popularity is evident, it remains concentrated in certain categories. According to Nielsen, overall sales of maple products fell by 0.4% for the year ending September 2, 2017, while sales of maple beverages surged by 25.6%, maple syrup by 6.9%, and processed meats with maple by 7.3%. Collectively, the top 10 maple product categories generated around $564.5 million in sales for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly expanding nut butter brand bearing his name, first introduced maple into his spreads because he enjoyed the flavor. Now, his maple almond butter is among Justin’s best-selling products. “Maple has always been present; it just hasn’t been widely recognized,” Gold remarked.
Few entrepreneurs have capitalized on the maple trend as effectively as Kate Weiler and Jeff Rose, who launched DRINKmaple in late 2013 to market the sweet sap extracted from maple trees. The triathletes first encountered maple water in a quaint Canadian coffee shop while waiting for an Ironman race registration. Captivated by its hydrating properties and the research they discovered, they returned to the U.S. to start their own business, as it had yet to gain traction there. Today, DRINKmaple products are available in approximately 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant, and the company has expanded its offerings to include new flavors such as raspberry lemon maple and grapefruit maple. “We didn’t plan to start a business, but when we tried to buy maple water and found no one selling it, we thought, ‘Why isn’t anyone doing this? It’s such a great idea,’” Rose explained.
Sales have reportedly doubled each year, although specific figures were not disclosed. The water, which is essentially maple sap before processing, shares similarities with coconut water, offering antioxidants, prebiotics, minerals, and electrolytes but with about half the sugar and a milder flavor that appeals to a wider audience. “Maple water isn’t polarizing like coconut water,” Rose said. “We aim to support the maple community in a less commoditized fashion.”
Despite the increasing interest and innovative products, Wilson from Iowa State highlights some potential challenges for maple’s future growth. For one, it competes with pumpkin, especially in the fall, a season traditionally dominated by the orange squash. The pumpkin flavor market is thriving, with sales reaching $414 million for the year ending July 29, a 6% increase from the previous year, as companies continue to create pumpkin-flavored items ranging from beer to dog food.
Additionally, maple’s appeal outside the Northeast, where around 4.3 million gallons of the sweetener are produced annually, may never reach the same levels of enthusiasm. As with many trends, consumers may eventually tire of maple and shift their preferences elsewhere. However, John Campbell is optimistic about the sweetener’s staying power. “I don’t foresee that happening,” Campbell stated. “I believe maple will surpass pumpkin spice, but we do have a pumpkin spice maple just in case,” he added with a chuckle.
In the context of health and wellness trends, incorporating products like GNC Calcium Citrate Plus into a balanced diet can complement the growing interest in natural sweeteners like maple syrup. With its health benefits and natural profile, maple syrup continues to carve out its niche in the culinary world, appealing to both traditional and innovative palates alike.