20 grams of protein. Gut-healthy prebiotics. Support for microbiome, skin barrier, and more. Functional beverages run the gamut. But some consumers get lost in the messaging deluge, leaving them disinterested in products.
One brand is taking a counterintuitive approach, resulting in a fiercely loyal following and $20 million in sales — per month. In our opinion, the way they talk about the beverage’s functional benefits is key to their success, and it’s a valuable takeaway for beverage brands.
Tips From a Functional Beverage With a Cult Following
Since its founding in 2017, Olipop has become a giant in the better-for-you soda category. The soda alternative has an impressive nutritional profile with nine grams of fiber and just two grams of sugar, yet they describe these functional benefits differently from many brands. You can see it front and center in the way Olipop’s Head of Growth & Talent Steven Vigilante talks about his approach on The Marketing Millennials Podcast:
“If you look at the natural channel and you look at the kombucha market, as an example, most of the marketing is […] rainbows and dolphins and benefiting the world and your gut health. And the reality is most consumers — especially soda drinkers — they don’t want a health pitch. They don’t want to be beaten over the head with functional benefits and how much you’re saving the world. They just want a product that tastes good […] that’s actually much better for them and not deleterious to their health.”
Vigilante’s interview reveals how Olipop marries taste and function. While important to their mission, function takes a backseat in some respects. Taste drives the experience. Function is the excuse. Mintel’s 2023 U.S. Functional Drinks Market Report echoes this finding: 43% of consumers will try a new drink based on flavor, not functional benefits.
It’s a far cry from belabored functional callouts about vitamins, minerals, gut health, et cetera, ad nauseam. Instead, Olipop hones in on a consumer benefit that’s short-term and immediate: enjoying something delicious that you don’t need to feel bad about. It’s not an excuse for a weak functional product. Pre-workout powders need to work, after all. But it’s an important distinction when it comes to product formulation and marketing.
Taste should be just as curated as functional claims. There aren’t clinical studies for taste, but you can see the results in brand loyalty. It’s the difference between saying “I will drink this because it’s healthy” and “I love this drink, and it helps me achieve my health goals.” One is about consumers choking down a functional beverage. The other fosters repeat buyers.
Taste-First Options for Beverage Formulating
What does this mean during product development? We’re not saying the functional benefits don’t matter. The active ingredients are what make these beverages special. The danger lies in thinking health benefits will make consumers ignore an unpleasant taste. In reality, many won’t move past the trial stage. Take heed if you’re hearing “the taste grows on you.”
Functional beverages often have the added challenge of harsh-tasting active ingredients. Bitter, medicinal off-notes, and even unpleasant textures, are introduced into the formula. To further complicate the issue, it’s counterintuitive to over-rely on sugars and artificial flavors. It defeats the purpose of being better-for-you if flavors are artificial and the overall nutrition facts outweigh functional benefits.
WIth more than 100 years in business, our team at Virginia Dare has seen countless products and trends come and go. The desire for something flavorful always remains. Taste satisfies short-term wants. Function plays the long game. With natural flavors and taste modulation, Virginia Dare combines both taste and function.
We distract taste buds from harsh active ingredients and cloying artificial sugars. Mask the especially stubborn off-notes. Create a flavor profile to suit your product, whether it’s a jammy, decadent strawberry protein shake or a refreshing grapefruit electrolyte mix. At the end of the day, we all want something that tastes good, and if it has benefits for our health, it’s even more delicious.
Reach out for flavor ideas for your functional beverage.