With consumers increasing their scrutiny of what’s in the consumer packaged goods (CPGs) that they consume, beverage-makers are responding by providing more products made with recognizable ingredients, like domestic fruits. As more consumers look for simplicity and transparency, these ingredients have garnered more attention.

As consumers demand more better-for-you products, experts note that the juice and juice drinks category has been challenged in a unique way and struggled to maintain its share of the beverage market. “The juice/juice drinks sector has struggled during the past year,” says Susan Viamari, vice president of Thought Leadership at Chicago-based Information Resources Inc.

Paul Magnotto, founder and chief executive officer of Chaska, Minn.-based Dynamic Food Ingredients, and Krisda Monthienvichienchai, chief executive officer of Mitr Phol Group, Bangkok, China, jointly announced that the companies have reached a strategic investment and partnership agreement to expand production of their natural sweeteners: erythritol and xylitol.

When it comes to consumer packaged goods (CPGs), consumers are faced with myriad choices. There are beverages designed to fuel their bodies before a big game, give them energy to power through busy days or to simply help boost immunity.

Sensient Colors, a division of Sensient Technologies, announced a major advancement in natural color performance. Sensient’s new SupraRed, using novel natural color technology, will enable brands to deliver on growing consumer demand for natural colors from botanical sources that do not sacrifice on color brightness, the company says.

Archer Daniels Midland Co. (ADM) offers its Novatol naturally sourced vitamin E, which provides a plant-based alternative for customers looking to comply with the U.S. Food and Drug Administration’s (FDA) new labeling regulations, the company says. Alpha-tocopherol, which the U.S. FDA’s new rule regarding Nutrition Facts defines as vitamin E, is an essential nutrient that is vital to human health but cannot be produced by the body itself.

As the number of label-reading consumers grows exponentially, beverage-makers that are looking to appeal to these consumers are launching botanical-based beverages in increasing numbers across various categories.

Although a tidal wave of new flavors have been flooding the market, staple flavors, like citrus, have held their ground, according to experts. The two most popular citrus options, lemon and orange, remain solid competitors against newer fruit entrants in the market.

Kemin Food Technologies expanded its natural clean-label line with the release of a Kemin Fortra natural plant extract line, which provides triple-duty beverage protection by adding milkfat, flavor and color, while also preventing oxidation and degradation, the company says.