STiR coffee and tea magazine

46 STiR coffee and tea / Issue 3, 2018 (June / July) "I By Peter Keen Flavor Transformation nnovation" seems too bland an adjective to describe the ongoing transforma- tion of flavor science and practice in tea and coffee. Or, rather, in the tea/cof- fee-influenced/identified as/associated with/infused by market of hot/cold/ sparkling/iced/alcoholic/craft beverages and foods that you will find in the store in the refrigerator or on tea/coffee/soft/energy/wellness drink shelves―and liquor store. Nitro coffee provides a typical example of the dynamics of flavor innovation in this context. Drink manufacturers have added this colorless and odorless gas to sparkling water, soda, and beer for many years. But it is new to coffee. It falls into the iced coffee category. But it is very different in flavor. It's foamier than the drinks that use carbon dioxide. The foam creates a distinct mouthfeel and perception of sweetness. One ex- pert summarizes it as tricking the tongue by hitting it at different places and bringing out more flavors. "One flavor trend, hibiscus, is now established in the market," says Frey & Lau chief flavorist Cosimo Figliuzzi. He predicts there will be three major flavor trends in coffee. "We spotted the floral trend that blooms with flavors of orange and elder- flower, lavender, violets, and rose. A powerful second is superfruits which contain very berry-licious flavors of acai, goji, and concord grape. The most classic trend, but definitely not a boring one, in this threesome is the citric coffee kick, with flavors of cold-pressed lime, blood orange, and grapefruit," said Figliuzzi. Nitro is becoming very popular as a healthy drink that is sweet without adding sugar. A fast-growing niche is fitness studios where its attraction is as an energy boost in workouts. One of the striking general trends in the health-and-wellness market is the rehabilitation of caffeine, very much a no-no in herbal teas. So, it's iced coffee but healthier. It's also "beer for breakfast." One review is titled "The wellness-obsessed are caffeinating with nitro." Starbucks positions it as a cold brew and talks up its rich "sorta filling taste, like a Guinness" but with just five calories and no sugar. Here, as in many flavor innovations and new beverages, tea is a value-driver. It has a well-established reputation for its health benefit: its "health halos". It integrates well with many non-tea ingredients and is a "go-go" addition to many drink makers' prod- ucts. That includes alcohol, where it is a natural complement in tea-infused cocktails. The dynamics of flavoring are in transition as innovation presents new challenges Natural and organic flavors are popular Traditional product distinctions no longer apply

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