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Flavour house ITS has launched a range of natural, clean label flavours specifically formulated to perform well in hydration drinks.

The flavours are well-suited for drinks such as electrolyte RTDs and powders, and other types of beverages with functional ingredients.

ITS’ launch responds to the increasing popularity of hydration beverages, with many consumers now making these drinks a part of their everyday wellbeing routine. While they have shifted from the sports nutrition category further into the mainstream, formulations are becoming more complex with many containing electrolytes and functional ingredients that do not always taste appealing, ITS noted.

The new hydration flavours from ITS are designed to mask unpleasant off-notes from electrolytes and fuctional ingredients. It is launching in seven flavours: lemon and lime, peach, watermelon, cherry, yuzu, tropical and raspberry.

They are plant-based, EU clean label-compliant and allergen-free. According to ITS, they have been tested in real-world hydration applications so consumers can be assured they will deliver on both taste and functionality.

ITS is offering flexible formats such as tablets, sachets and drops in low MOQs, along with quick turnround or orders and samples to support manufacturers in making NPD as agile as possible.