News

Herbs, spices, and fruit: Bold flavours driving soda innovation – but not without risk

Brands are experimenting with adventurous flavours like basil, ginger, and even cumin – but with Coca-Cola axing Spiced, its raspberry and spice flavoured soda, not all innovation is risk-free.

In 2024, the soda market has seen a rise in bold, unconventional flavours that are reshaping the category. According to Mintel’s Flavourscape AI platform, Mediterranean-inspired profiles, such as those in Fevertree’s 'Mediterranean Tonic Water', have gained traction, with their citrus and herbal notes offering consumers a more sophisticated soda experience. These novel flavours cater to a growing demand for more nuanced and refreshing beverages, particularly among health-conscious consumers.

Herbal flavours like basil are also growing in popularity, featuring in new products like Sanpellegrino's chinotto and basil flavoured non-alcoholic drink and Trip’s CBD-infused lemon basil sparkling drink. These beverages reflect a trend of combining familiar fruit bases with herbal twists, appealing to consumers seeking both taste and wellness benefits. Basil, when paired with ginger or citrus, is seen in soft drinks such as Balis' basil & ginger soft drink.

Spices like cumin and masala are making a slower but notable entrance, especially in regional markets like India. Although these flavours remain niche and have yet to see widespread global adoption, they highlight a growing interest in adventurous, spice-infused beverages that push the boundaries of conventional soda flavours.

Fruity flavours remain dominant

Despite the growing interest in herbs and spices, traditional fruity flavours still dominate the soda market. Raspberry, a key component of Coca-Cola Spiced, remains one of the top flavours globally. Mintel data shows that over 80 new raspberry-flavoured beverages were launched in 2024, including Fanta zero sugar raspberry and Schweppes' classic raspberry soft drink. Other popular fruit flavours, such as pear, peach, pineapple, and grapefruit, continue to perform well in both sparkling waters and soft drinks, driven by their broad consumer appeal.

Classic soda profiles like orangeade and cherry also maintain their place in the market, appealing to consumers seeking familiarity. However, even within these established categories, brands are experimenting with innovative pairings and low-sugar options to meet evolving health trends.

Innovation through limited-time offerings

As part of a broader innovation strategy, soda manufacturers are increasingly relying on limited-time releases to introduce new flavours without the commitment of a permanent product. Coca-Cola’s Creations platform, launched in 2022, exemplifies this approach. Creations has produced limited-time flavours like Coca-Cola Starlight and Coca-Cola Dreamworld, aiming to engage younger audiences through unique experiences and marketing.

While Coca-Cola Spiced was marketed as a permanent product, its short-lived presence may reflect the growing risk involved in flavour innovation. With its bold raspberry and "spiced" notes, the beverage attempted to tap into the emerging demand for complex flavours but ultimately struggled to resonate with a broad audience. Its discontinuation suggests that while consumers are open to experimentation, there is still a fine line between novelty and widespread appeal.

What’s next for soda flavours?

The Mintel trends suggest that the future of soda innovation lies in striking a balance between adventurous flavour profiles and consumer familiarity. As brands experiment with bolder, herb- and spice-infused sodas, successful products will likely hinge on clear communication about taste expectations and aligning with broader wellness trends. Fruity flavours will continue to be a mainstay, but novel pairings like citrus with herbs, or berry with spices, are set to gain more attention.

One recent example of a particularly bold new flavour is Umami Cola’s ‘natural’ fermented energy drink, which aims to create a completely new category in the soft drink market. The made in Japan drink combines cola with a spicy ginger flavour. But Coca-Cola’s experience with Spiced serves as a reminder that while bold innovation is crucial for staying competitive, not all flavour experiments will succeed and brands have to carefully navigate consumer preferences to ensure their bold offerings don’t just intrigue—but also sell.