August 7, 2025 – Just as healthy flavors and ingredients offer consumers small opportunities to improve their health, better-for-you elements allow brands to engage with different consumer groups in different ways. Healthy ingredients carry the benefit of building trust with consumers, as health is often correlated with high quality and functional ingredients. Alternatively, flavors are not strongly associated with health on their own, given that most are flexibly used. Claims need to be tied to ingredients to resonate with consumers.

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