Focusing on Fermented Foods & Flavors

An increasing number of consumers are seeking out foods that cue various health benefits. Paired with growing interests in less familiar international cuisines and preparations, now is the time for brands to innovate by adding fermented flavors to their products. Though fermentation is relatively new to many consumers, some of this preparation’s flavor profiles are well-known and popular. A popular example is pickles, with over half of Millennial consumers having tried or wanting to try pickle as a flavor. As these consumers seek to expand their horizons, they’ll be on the look out for more exotic fermented foods and flavors. How can you get in on this trend? Keep reading for our takes on the best ways to embrace fermentation.

International Inspirations

In addition to utilizing more unique preparations, brands can appeal to younger consumers through a wider array international cuisines and flavors. These consumers have a significant interest in international cuisines that they are less familiar with, including African and Japanese. Offering fermented options inspired by far away regions is a sure-fire way to get younger consumers’ attention. Take miso, for example. Miso is a fermented soybean paste that is a staple in Japanese cuisine, and while it is not yet widely popular it checks many of the boxes that consumers now desire such as better-for-you.

Better-For-You Snacking

Snacks that have health benefit claims have a growing consumer following worldwide. From ingredients to preparations, consumers are looking for snacks that have some form of functional benefit to feel better about their snacking habits. Fermented products are not only naturally rich in probiotics but also often can claim that the product can serve as an aid for gut health and immunity. Featuring claims such as these on fermented products could increase interest, while also educating consumers on the potential benefits it can provide. Fermentation can allow for consumers to feel that their snacking is guilt-free. Currently the market for fermented snacks is what many would term a white space, allows for brands to take this opportunity and position their own fermented products as healthy and guilt-free.

Bring on the Beverages

Kombucha is an example of fermentation that has been growing in popularity over the past few years, but this fizzy drink has a long and rich history. The exact origin of kombucha is not clear, but recipes for this drink go as far back as 221 BCE in China. From Asia to Europe and the Americas, this drink has gained popularity by being packed full of antioxidants and probiotics to support overall gut health and digestion. Many kombucha marketing campaigns focus on the drink’s role in maintaining not only your gut health but overall wellness. Kombucha can now be found in grocery stores across the United States in a variety of flavors from ginger to tropical fruits. Consider bringing kombucha – or the flavors of kombucha – to your product lineup to delight health-conscious consumers who are looking to get in on the fermentation trend.

Introducing Less Familiar Preparations

To introduce less familiar preparations to consumers, brands can opt to pair them with familiar flavors or items and then expand into more experimental ingredients and flavors later on. Think a kimchi BBQ or a mango kombucha. Another method of introducing fermentation to consumers is by utilizing purposeful and appealing descriptions. Fermentation could turn less adventurous consumers away, so finding ways to make it more familiar will give it mass appeal. For example, using an alternative descriptor like “aged” could help avoiding alienating consumers who aren’t ready to step too far outside of their comfort zones. Aged is a more familiar term that conveys premium cues to consumers in relation to a products flavor and color.

Ready to innovate with new and exciting preparations? Contact us today to see how Fuchs can help you make something special.