To create a health halo around products, brands are incorporating fresh fruit flavors, botanicals and superfoods into beverages.

A Star is Born is one of Innova Market Insights Top Ten Trends for 2020 (number 8), highlighting how the food industry continues to experiment with novel and unusual ingredients in order to move them into the mainstream. This trend is driven by rising consumer familiarity and acceptance of their roles and potential benefits.

Interest in flavor, novelty and variety is high, according to a new report from Innova Market Insights revealing that three-quarters of global consumers "love to discover new flavors."

More than any single seasonal flavor trend, it's really the overarching globalization of flavor that is turning the food industry upside down, ushering in a whole new approach to meeting consumer demand.

An increasingly adventurous consumer creates opportunities for bolder, unconventional flavors and novel varieties that bring an element of surprise and the potential to create a social media buzz.