T. Hasegawa Introduces Hasecitrus Technology Designed to Stabilize Citrus Flavor in Beverages

T. Hasegawa Introduces Hasecitrus Technology Designed to Stabilize Citrus Flavor in Beverages. 

New technology protects citrus flavors from the dulling effects of oxidation, producing vibrant true-to-fruit flavor profiles with long-lasting consistency in RTD beverages and drink mixes.

CERRITOS, Calif. (August 26, 2025) — California-based T. Hasegawa USA Inc., one of the world’s top food and beverage flavor manufacturers, is launching an advanced technology designed to help beverage manufacturers create fresh-tasting citrus drinks with better shelf life consistency.

This week, the company introduces HASECITRUS™, a natural flavor stabilizing product that protects citrus flavors from the dulling effects of oxidation — a process where oxygen, pH and temperature reacts with flavor compounds in citrus, changing the color, aroma and taste.

Citrus flavor oxidation causes major problems for beverage producers who need consistency of flavor and shelf stability in packaged form. Both dry and liquid beverages can be affected by UV light and temperature fluctuations, which can affect the pH balance and accelerate the process of oxidation. HASECITRUS uses a shelf-stable design that does not rely on less refined citrus commodities to help manufacturers create beverage formulations that maintain citrus flavor profiles for longer periods without refrigeration or special packaging.

“Citrus beverages are becoming increasingly complex in categories like sports nutrition and energy that feature added functional ingredients like protein and electrolytes — but consumers also want clean label, preservative-free products,” explained Mark Webster, vice president of sales and marketing at T. Hasegawa USA. “This is driving demand for new technologies like HASECITRUS that enable manufacturers to overcome the effects of oxidation and offer natural flavor beverages that remind consumers what fresh citrus tastes like.”    

The new technology was developed as part of T. Hasegawa’s “Bridge to Tokyo” program, which combines the R&D expertise and innovations of the company’s global headquarters in Japan and its California-based U.S. subsidiary. HASECITRUS was developed over a two-year period, inspired by technology from the company’s research and flavor innovations center in Japan.

“We aim to identify production challenges facing the food and beverage industry and address these issues with innovative science-based flavor solutions,” said Masashi Miyamoto, Senior Flavor Chemist at T. Hasegawa USA. “HASECITRUS is the result of a long process of adapting T. Hasegawa’s existing technologies to serve manufacturing needs in North America.”

HASECITRUS launches in eight distinct flavor variants including Lemon; Lime; Orange; Blood Orange; Navel Orange; Lemon Lime; White Grapefruit and Pink Grapefruit. These flavors are offered initially in liquid form, with a dry powder option available upon request. HASECITRUS flavors meet FDA guidelines for natural flavors, upholding clean-label formulations, and the product can be made to conform to non-GMO and Kosher certifications.

For more information on T. Hasegawa’s HASECITRUS, visit Thasegawa.com/hasecitrus/ or call (866) 965-0502.

About T. Hasegawa USA, Inc.

For more than a century, T. Hasegawa has made ‘Life Taste Better’ through custom flavors and fragrances developed for the world’s top food and beverage brands. T. Hasegawa is recognized around the world for its innovation and product differentiation, which builds our clients’ product flavor to unparalleled standards. Through a passion for culinary creation and a strong faith in the power of aroma and taste, T. Hasegawa’s flavor experts work to improve the way we experience food and beverages. Learn more at Thasegawa.com.