Known for her vintage Hollywood glamour aesthetic, singer, songwriter Lana Del Rey is quoted for saying, “Fashion is inspired by youth and nostalgia and draws inspiration from the best of the past.”
In the beverage industry, where classic flavors like vanilla, chocolate, and strawberry can evoke a sense of nostalgia, experts note that such flavors present a wide array of opportunities for beverage-makers.
Alexandra Kirsch, marketing associate at Allen Flavors, South Plainfield, N.J., notes that not only do classic flavors remind people of childhood favorites, but also are generally well-liked by a broad range of consumers.
“This makes them appeal to beverage-makers aiming for widespread acceptance and market penetration,” Kirsch says. “We see these flavors making waves in the flavored milks, spirits, protein shakes, mixers, and CSD categories.”
Jennifer Berndt, marketing manager for beverages at Cargill, Minneapolis, points to chocolate as being universally recognized and loved, noting that these flavors not only evoke feelings of nostalgia, but also that of indulgence.
“Beverages with chocolate flavors can tap into the emotional pull of childhood memories, from a hot cocoa on a cold winter’s day to a glass of cold chocolate milk enjoyed as an after-school treat,” she says. “For a deeper connection with today’s consumers, brands can go a step further, marrying these nostalgic flavors to modern preferences like lower sugar content and no artificial ingredients. It’s a combination that gives mindful consumers the permissible indulgence they’re looking for.”
Still, with sugar reduction trends on the rise, today’s beverage-makers are faced with balancing these sweet flavor profiles with functionality as taste remains king.
“Achieving the right balance between reducing sugar and maintaining the desired taste profile is necessary for optimal taste perception,” Allen Flavor’s Kirsch says. “Beverage-makers are experimenting with alternative sweetening agents, such as natural sweeteners (stevia, monk fruit), sugar alcohols, or innovative taste-modifying ingredients to mimic sweetness without using as much sugar.
“Vanilla’s taste profile can help smooth out some of the off-notes associated with natural sweeteners,” he continues. “Chocolate flavor pairs well with these natural sweeteners due to the natural bitterness perceived in chocolate.”
Derek Rankin, certified senior flavorist and research and development manager at South Plainfield, N.J.-based Flavor Dynamics Inc., and Lauren Muhlberger, certified senior flavorist at Flavor Dynamics, note that because classic flavors are naturally sweet, consumers typically will expect the same taste from low- and no-sugar products.
“Vanilla is quintessentially sweet in ice cream, baked goods, etc. This is why it is a very useful tool in sugar reduction,” Rankin and Muhlberger explain. “Consumers may automatically associate the aroma with sweet taste.
“Strawberry is a sweet fruit, which also contains some acidity. That acidity can play a key role when balancing a candy or beverage,” they continue. “Sometimes by slightly reducing the sour profile, the perception of sweetness can be increased without adding additional sweeteners.”
Nicholas Gauger, product development supervisor for cocoa and chocolate at Cargill, notes that in the case of chocolate, different cocoa powders have different flavor profiles.
“If formulators take those nuances into account, it can help them on their sugar-reduction journey,” he says. “Some cocoa powders, like our Gerkens Sweety products, are less bitter. Their flavor profile allows formulators to use a little less sugar, without adding high-intensity sweeteners or flavor enhancers. The typical reduction ranges from 15-30%, depending on the application and the amount of cocoa powder used in the formula.”
For deeper sugar reductions, Gauger explains that Cargill can leverage its comprehensive sugar-reduction toolkit to help brands create indulgent chocolate-flavored beverages with less sugar — or even no added sugar.
“Chocolate milk is a prime target for sugar reduction, with many sporting double-digit grams of added sugar,” he says. “To create a reduced or no-sugar-added chocolate milk, we might start by using a blend of cocoa powders to find the optimum chocolatey flavor profile. Then, we’d turn to our stevia portfolio to bring back sweetness.
“For brands that prefer using a leaf extract, ViaTech TS1600 was developed specifically for use in dairy and features a true sweet taste and clean finish,” Gauger continues. “For deeper sugar reductions, we typically recommend EverSweet stevia sweetener.”
Beyond tradition
Although classic flavors are most commonly used in drinks that contain dairy or dairy-like components, experts highlight how these flavor profiles are extending across beverage categories.
“Milk shakes, malts, smoothies, protein shakes, plant-based/alternative milk beverages are examples [of] where you could have any of the three classic flavors,” Flavor Dynamics’ Rankin and Muhlberger say. “The fat in the dairy pairs nicely with the aromatic components in strawberry and vanilla, particularly the creamy and fatty, cheesy notes.
“Berry profiles lend themselves to beverages like energy drinks, sodas, sports drinks, etc. — due to the acidity in the berries,” they continue. “These types of beverages typically contain acids to help the sweeteners and flavor shine.”
Rankin and Muhlberger add that other beverages, such as seltzers, ready-to-drink cocktails, coffee, creamers, syrups and water enhancers, are examples of other categories utilizing these big three classics.
Cargill’s Berndt explains how chocolate and dairy are well-matched partners.
“Chocolate milk is a perennial favorite — especially with children,” she says. “The creamy notes in the dairy enhance chocolate’s rich, indulgent side.
“In that same vein, chocolate-flavored protein drinks, spanning sports recovery beverages, protein shakes and meal replacement beverages, are also popular,” Berndt continues. “Here, chocolate helps mask the sometimes bitter or chalky notes of a high-protein drink. Chocolate is a good match for coffee and espresso drinks too, where it pairs well with coffee’s bitter notes for a more premium and indulgent experience.”
Berndt adds that chocolate also shines in the plant-based space, noting that matching the cocoa powder with a plant-protein base is important.
“We’ve found that our Gerkens Floret cocoa powder offers a flavor profile that partners best with almond bases, while Gerkens Russet cocoa powder is an excellent match for the sensory profile of oat-based beverages,” she explains. “Dessert-inspired beverages like chocolate smoothies and even some alcoholic beverages like chocolate stouts are other beverage segments where chocolate flavors have found a home.”
When it comes to chocolate flavor pairings, Berndt says that experimentation with chocolate is less common in the beverage space than it is in the snack world, however; she notes that there are some examples where developers are pushing the flavor envelope.
“Examples might include a spiced Mexican hot chocolate with a hint of cinnamon and nutmeg for a warm, spicy kick or a latte featuring hazelnut and chocolate for a double-dip of indulgence,” she says.
Allen Flavors’ Kirsch notes how pairing classic flavors with new-age flavors is on trend.
For a deeper connection with today’s consumers, brands can go a step further, marrying these nostalgic flavors to modern preferences like lower sugar content and no artificial ingredients. It’s a combination that gives mindful consumers the permissible indulgence they’re looking for.
“Some examples include chocolate paired with mint, caramel, or chili,” he says. “Vanilla is typically paired with lavender, matcha, pumpkin, or chai flavors. Furthermore, strawberry pairs well with basil, coconut, or exotic fruits.”
Flavor Dynamics’ Rankin and Muhlberger explain how introducing classic flavors in tandem with new age flavors can make a beverage more approachable.
“Strawberry-kiwi is a great example of this,” they say. “Kiwi is a more exotic flavor, and not everyone is familiar with a kiwi profile, yet when paired with strawberry it becomes a more comfortable experience. Not all consumers are ‘adventurous’ but it does not mean they are incapable of trying new things. Marketing plays an important role too in engaging the consumer, telling a story that aligns with the consumer's lifestyle.”
Meeting the moment
Although classic flavors are tested, tried ,and true, there are certain considerations to take into account when seeking quality ingredient solutions, experts note.
“… If care is not used in utilizing quality ingredient solutions, the consumer will know right away,” Flavor Dynamics’ Rankin and Muhlberger say. “Most critical, is finding ingredients that complement the aroma and mouthfeel of the desired profile. Because of those memories and familiarity with these flavors, consumers have an expectation that needs to be met in order to buy it again.
“With more consumers reading ingredient lists, they are becoming more familiar with functional ingredients and adjunct ingredients,” they continue. “This impacts purchase decisions and if the consumer knows certain ingredients are present, they may avoid the product or brand altogether.”
Cargill’s Gauger says that for chocolate profiles, finding a cocoa powder or cocoa powder blend that complements the beverage’s flavor profile is key.
“For a dairy-based beverage, formulators will want an alkalized cocoa powder,” he explains. “Its flavor profile is more complementary for a milk-based product than the sour notes typically associated with non-alkalized options.
“For plant-based dairy alternatives, we can help brands match cocoa powder flavor profiles with plant protein bases,” Gauger continues. “For example, we’ve found our Floret cocoa powder’s strong taste intensity and chocolatey, sweet, and milky notes are the perfect complement for almond plant-based alternatives. For oat-based drinks, we recommend Russet cocoa powder, which brings strong cocoa and bitter notes that work well with the bitter and cereal notes associated with oat-based drinks.”
Allen Flavors’ Kirsch suggests that beverage-makers should look at the costs when working with certain ingredients.
“Extracts are more expensive than natural flavors,” he says. “They also need to look at compatibility with other ingredients.
“Vanilla smooths out bitterness, chocolate has bitter tones that may work well with applications, and strawberry flavor contains sweet and acidic notes that can hide bitter compounds in beverages,” Kirsch continues. “Beverage-makers should also consider compliance with regulations, especially for TTB.”
As far as what’s in store for future beverage development, Kirsch anticipates that beverage-makers will continue to experiment with creative pairings involving strawberry, vanilla, and chocolate flavors.
“With the continued growth of the plant-based beverage category, we see these flavors becoming more popular in dairy alternatives and seltzers,” he says. “We also can see an increase in beverages featuring strawberry, vanilla, and chocolate flavors made from alternative ingredients like oat milk, almond milk, or coconut milk. It is also anticipated these flavors will be involved more in the cocktail and liqueur category.”
Flavor Dynamics’ Rankin and Muhlberger say they don’t anticipate classic flavors going anywhere, but do see them evolving with consumer’s palates.
“As we continue introducing cross-cultural dining experiences to our everyday lives, acceptance of new flavors for beverages such as florals, heat, blends are becoming the norm,” the experts explain. “We believe these classics will also grow, but never leave. Because after all, it’s nice to have a safe place that tastes like home.”
