Flavor houses like Flavors of North America (FONA, Carol Stream, Ill.) are conquering the vast unknown with experience and knowledge of consumer trends. “The line between functional and confection is starting to blur,” says Andy Dratt, marketing director at FONA. Dratt's marketing team closely observes market trends and creates custom reports for clients based on specific inquiries. FONA is a full-service flavor house with core competencies in nutritional bars, confections and beverages.
“Consumers aren't quite sure what they want from these products.” One thing is for sure, says Dratt: though consumers want healthful products, “taste and texture are king. There is an opportunity to innovate pure indulgence with a benefit.” Reaching that standard is what FONA applications technologists have been doing for almost 20 years.