Flavor of the Year 2023

FORESIGHT & TRENZ

Firmenich’s 2023 Flavor of the Year Dragon Fruit celebrates consumer desire for exciting new ingredients and bold, adventurous flavor creation.

Drawing Inspiration from Color & Trenz

“An Unconventional Color for Unconventional Times”

This is the second consecutive year of a sensory partnership between Firmenich and Pantone®. The global color authority has just launched its 2023 Color of the year, PANTONE® 18-1750 Viva Magenta™, with a color and story that inspired the Firmenich Flavor of the Year selection.

Viva Magenta is in the RED family and is described as having a crimson hue. The color embraces the concept of ‘viva,’ being alive, and sharing together. It is BOLD brave, original, and daring, reflecting more Joyous OPTIMISM. For 2023 it shows a new signal of STRENGTH, capturing Vim and vigor, and is like a fist in a velvet glove, both loud and soft.

"With its magenta palette and exotic flavors, dragon fruit’s bold vibrancy is a perfect choice as we embark upon an exciting year of change."

Maurizio Clementi, Ad Interim President, Taste & Beyond

A Bold Future

Our proprietary in-depth study of natural ingredients, Emotions360, surveyed 18,670 consumers across eight countries around the world and found that people are excited about dragon fruit as they increasingly seek bold and exotic flavors.

88%

Of Consumers have heard of Dragon Fruit and 56% have tasted it!

2x

Annual rate of Launches featuring Dragon FruitSince 2017

Bold & Exotic

On-pack claims are up 38% since 2017

Categories on the Rise

Juice, Fruit Snacks, Nutritional Drinks, Cereals, Plant-Based Dairy

Source: Firmenich Proprietary Flavor Knowledge Portal, Firmenich Emotions360, fueled by Mintel GNPD data, leveraging more than ten years’ worth of data across millions of launched products to uncover patterns and trends around food and beverage innovation.

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A World Renowned Superfruit

Native to Central America, where it is known as Pitahaya, and thriving in tropical and subtropical climates across the world, dragon fruit’s flesh is rich in antioxidants and high in calcium. Dragon Fruit grows from a climbing cactus, making it a drought-resistant and naturally low water-use crop, requiring only a quarter of the water to grow compared to that of an avocado.

Enter the Dragon

Much like the mystical creature that inspired its name, dragon fruit is fierce in appearance, with a scale-like skin in bold hues ranging from fiery yellow to bold magenta.

Contrasting Colors & Taste

The dragon fruit's delicate flavor belies its imposing armor. With several different types varying in both color and taste, dragon fruit ranges in flavor from milder melon and kiwi-like to slightly sweeter berry profiles with notes of beetroot.

Dragon Fruit Flavor Characteristics From Our Flavorists

White Dragon Fruit Variety

Between watermelon and kiwi, watery, green, juicy.

Yellow Dragon Fruit Variety

Melon/pastry, the sweetest of the three varieties, more fleshy.

White Dragon Fruit Variety

An exotic sulphurous note, pink, fleshy and sweet, touches of beetroot.

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