Citrus in the Limelight
Citrus’ refreshing effervescence is still appealing to palettes.
“Forward Thinking: It’s Citrus” which appeared in the March 2011 issue of Perfumer &
Flavorist magazine, explored citrus
flavor and fragrance trends. Two years
later, consumers still favor tried-and-true
lemon, lime and orange flavors. Also,
grapefruit is the emerging en vogue citrus
ingredient. Nonalcoholic and alcoholic
beverages remain a popular delivery vehicle
for citrus flavors, while fine fragrance shows
activity in the use of bouqueted citrus top notes.
Orange juice and orange-flavored beverages continue to be staples
among U.S. consumers. According to IBISWorld, orange juice
is the No. 1 juice flavor and comprises about 49.7% of the juice
market. Beverage Industry’s 2012 New Product Development
Survey, published in August, revealed that three of the top
10 flavors used by beverage formulators in 2011 were orange,
lemon and lime. In fact, these three citruses remain in the top
10 most-used flavors in 2012 and beverage formulators ranked
lemon No. 3, orange No. 8 and lime No. 9. Lime grew in popularity and moved up 12 spots from No. 21.
Notably, 2012 was a solid year for orange introductions, which
included Trop50 Red Orange that blends traditional oranges and
Italian blood oranges, and GoodBelly Tropical Orange probiotic juice, for example. Taco Bell added to its breakfast menu
Mtn Dew A.M. drink, which mixes Mountain Dew soda and
Tropicana orange juice. In carbonated beverages, V8 V-Fusion
Sparkling fruit juices introduced three flavors, two of which are
citrus blends: Tangerine Raspberry and Strawberry Lemonade.
Additionally, Orange, Jasmine & Nutmeg has joined Joia All
Natural Soda’s flavor line up.
Alcoholic brands have also been actively innovating orange
into their ingredient mix. In 2012, Smirnoff Signature debuted
Screwdriver, a premium pre-mixed cocktail that blends orange
juice with vodka, and OM Cocktails introduced Cranberry &
Blood Orange, a (USDA) certified organic 30-proof vodka cocktail. Italian import Punzoné vodka launched in the U.S. in two
flavors: Punzoné Originale, formulated with vodka, red sangria
and blood orange; and Punzoné Lemoncino with vodka, white
sangria and lemon. Coastal Wine Brands unveiled Charonge,
a fruit-flavored white wine made with natural orange flavor.
Orange also can be seen in other on-trend categories including yogurt, snack
bars and candy. Chobani Greek Yogurt’s
recent introductions include Blood
Orange and Bite Fig with Orange Zest.
In addition, orange appears on the
menu at Chobani’s retail shop in the
Soho neighborhood of New York City.
The shop features fresh, cold, not frozen
Greek yogurt, and its Pistachio + Chocolate
Yogurt Creation is made with decadent dark
chocolate, clover honey, Turkish pistachios, fresh
orange and fresh mint. Balance Bar has launched
nimble Bar in Yogurt Orange Swirl, which is an energy, beauty
and nutrition bar formulated with Truvia sweetener, FloraGLO
lutein, and beta-carotene for the skin as well as seven critical
nutrients for the body. Torie & Howard organic hard candies
founded by Howard Slatkin (brother of Harry Slatkin of Slatkin
& Co.) and Torie Burke launched a line of all-natural, kosher-certified and preservative-free hard candies. The line features
four flavors and two are citrus blends: blood orange & honey
and pink grapefruit & tupelo honey.
Lively Lemons and Limes
Beverage manufacturers continue to launch new products with
lemon and lime flavors. Arizona Beverages has added Lemon
Fizz, a sparkling lemon soda, and Jack Nicklaus Golden Bear
Mint Lemonade to its lineup. KeVita launched KeVita Sparkling
Probiotic Drink Daily Cleanse in Lemon Cayenne in Whole Foods
Market stores nationwide, and Celestial Seasoning introduced
Sleepytime Snooz Lemon Ginger Natural Sleep Aid, a shot made
with valerian, melatonin, chamomile and lemon balm. Solixir,
Solixi the all-natural sparkling beverage line, has rebranded
and added a fourth formula, Think, a citrus-flavored beverage.
To grow its range, Red Bull has rolled out the Editions line
in Red (cranberry), Silver (lime) and Blue (blueberry) editions
sold at 7-Eleven stores; and Zevia Lime Cola has joined the Zevia
soda range, which is sweetened with stevia and has zero calories. SlimRock released Low Calorie Bar Mixers in 15 flavors,
five of which are citrus: Cucumber Ginger Citrus, Cucumber
Tangerine, Key Lime Margarita, Key Lime Martini, and Lemon
Drop. Not to mention, Anheuser-Busch has expanded its Bud
Light Lime range with Lime-A-Rita, which blends Margarita
flavor with Bud Light Lime beer.