In the increasingly competitive food and beverage landscape, the story behind ingredients has become a vital tool for brands to engage with consumers. As CPG companies work towards exceeding consumer expectations, the role of ingredient suppliers in product development and shaping brand narratives has become increasingly important. Partnering with innovative ingredient suppliers can help to uncover compelling brand stories, driving differentiation and growth.
A dive into natural ingredients
Natural ingredients have revolutionized the CPG industry, introducing a new era of healthier and more transparent product offerings. According to Brightfield Group’s Q4 2023 Wellness Study, 44% of US adult consumers look for natural ingredients, indicating “real food ingredients” as the number one ingredient preference when purchasing a product. From reducing sugar content to incorporating functional actives, innovative natural ingredients have empowered brands to adapt and meet the ever-changing demands of consumers. Jonas Feliciano, Marketing Director at MycoTechnology, discusses the energy drink boom as a notable example of this evolution.
“Food and beverage trends have evolved beyond fuel or enjoyment alone to achieve a broader set of functions,” he said. “As energy drinks grew in popularity, providing more benefits with growing ingredient lists, consumers started asking, ‘Is this truly healthy?’ That led to the move toward more natural alternatives and accelerated the clean-label movement.”
This has resulted in revolutionary new ingredient options ranging from “hero” ingredients that provide added health benefits, to innovative solutions that allow formulators to replace artificial additives and create shorter, more appealing ingredient lists. Collaborating with innovative ingredient suppliers allows CPG companies to access cutting-edge solutions that help them create products that resonate with consumers seeking authenticity and quality.
Crafting compelling ingredient narratives
In today’s consumer-centric market, storytelling plays a crucial role in brand differentiation. Brands that effectively communicate the story behind their ingredients have the opportunity to capture the attention and loyalty of consumers.
For example, when Macalat partnered with MycoTechnology to create the world’s first sweet dark chocolate, they emphasized the unique technology that led to this breakthrough. Using MycoTechnology’s ClearIQ™ mushroom mycelia-derived flavor modifier to mitigate bitterness without added sugar, their Sweet Dark Chocolate is gaining recognition as a delicious new category.
“By harnessing the magical power of a mushroom mycelium-derived flavor modulator, Macalat has transformed the dark chocolate experience, offering an authentic, sugar-free sweet dark chocolate that reveals the natural deep flavors of cacao while eliminating any bitter notes and unpleasant mouthfeel,” says the company.
This innovative use of Myco’s mycelial fermentation technology not only differentiates Macalat in the market but also resonates with health-conscious consumers, demonstrating how a unique ingredient story can become a key value proposition.
The importance of strategic partnerships
Cultivating strategic partnerships with forward-thinking ingredient suppliers is key to maximizing the potential of product formulations. Shifting from a “procurement” mindset to a collaborative “partnership” approach is essential in driving innovation. A strategic partner offers more than just raw materials; they can provide valuable insights on innovation, research and development, marketing strategies and more.
When choosing an ingredient partner, CPG companies should also prioritize aspects such as regulatory expertise, quality and safety standards and manufacturing capabilities to ensure a clear path to commercialization. While larger ingredient industry players may cater to major CPG giants, innovative yet established suppliers like MycoTechnology offer unique advantages. These adaptable and responsive partners excel in meeting the specific needs of emerging brands, delivering differentiated solutions that drive mutual success.
A leader in ingredient innovation, MycoTechnology fuses nature and technology to deliver value-added ingredients that enable healthier, better-tasting and more sustainable food and beverages. Harnessing the power of fungi with its advanced fermentation technology, they pursue ongoing discovery and innovation to target the industry’s most pervasive challenges. Their latest discovery, the world’s first honey truffle sweetener, introduces an appealing, non-nutritive alternative to sugar and artificial sweeteners. As a sweet protein derived from honey truffles, it holds an interesting story, emerging as a unique, clean-label solution for sugar reduction.
Collaborating with innovative suppliers like MycoTechnology allows brands to tap into new ideas and develop products that resonate with today’s savvy consumers. As the demand for transparency and authenticity continues to rise, the significance of creating engaging ingredient narratives will only grow stronger.
To learn more and discover new ingredient innovation possibilities, visit www.mycoiq.com.
