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In response to rising prices and limited cherry availability caused by adverse weather across Europe, flavour house I.T.S has expanded its range of natural cherry flavours.

This strategic move aims to support food and beverage manufacturers grappling with increased costs while maintaining product quality.

Crispin Gell, head of customer partnerships at I.T.S, highlighted the challenges facing the industry. “Cherry prices are on the rise across Europe and beyond as a result of frost, poor harvests and supply chain hiccups,” he explained.

With real fruit becoming increasingly expensive and difficult to source, relying heavily on fresh cherries and cherry purées is no longer a viable option for many manufacturers.

While UK cherry crops have fared relatively well this year, the global shortage continues to exert upward pressure on prices, particularly affecting sectors such as dairy and bakery.

This situation is compounded by the growing popularity of cherry flavour in various products, including innovative sodas, tangy sours, retro desserts and creamy yogurts. Cherry flavour has emerged as one of the most sought-after trends in 2025, further intensifying demand.

I.T.S has responded by broadening its portfolio of natural cherry flavours, which now includes Acerola, Black, Fleshy, Maraschino, Sour, Sweet Cherry and Cherry Puree.

These versatile offerings are designed for use across multiple categories, including beverages, dairy, baked goods and desserts, ensuring manufacturers can deliver bold flavours without the risk of batch-to-batch variation.

“Unlike real fruit or fruit purée, natural flavours allow manufacturers to achieve the desired cherry taste without the threat of sudden shortages or shipping delays,” Gell added.