Why Do Beverage Flavors Perform Differently Across Formulations?

Several factors can change how a beverage flavor performs, including the base, pH, sweetener system, functional ingredients, processing conditions and serving temperature. We asked Blake Lyon, Applications Manager, to share perspectives that will help beverage brands find flavors that deliver their desired taste experience.

What do you wish product developers understood about beverage flavors before starting a project?

Blake: We always recommend that developers see flavor as an active ingredient to prioritize early in the process. If you change the protein source, adjust the fiber, or switch the sweetener system three weeks before launch, you will affect how your flavor releases. Co-developing flavor alongside the base matrix from day one saves months of reformulating and unexpected project delays.

Selecting a different protein from the one used in the initial formula could have a larger impact than price. You might think all whey is the same, but quality is not the same across the board. Changing to a cheaper whey could create new off notes that are not masked. The new whey may also not work as well with the flavor selected for the original base. Now there are off notes and flavor that may taste weaker with just one product change.

Why does the same berry flavor taste vibrant in a sparkling water but dull in a protein shake?

Blake: A clear base contains few structural ingredients that will suppress flavor molecules, so they release more quickly into your nose and mouth. In contrast, dairy-like bases such as protein shakes contain networks of plant or dairy proteins and fats. Proteins can physically trap flavor aldehydes and esters, while fats absorb lipophilic (fat-soluble) flavor compounds. The flavors get locked inside the liquid’s structural matrix, and are slower to reach your taste buds and olfactory receptors, creating a muted taste experience.

Some proteins like dairy-based casein can act as an emulsifier which can help with the stability of a heat processed beverage but could also trap flavor. Whey and plant proteins offer different challenges. Since whey can be creamy, we may recommend complementary flavor pairings. Plant protein can carry bitter notes, so sweet or intense flavors can help mask the bitterness. Fat can be an important part of any protein or meal replacement shake, but it coats the mouth and can make flavors last longer. We need to select a flavor that can push through the coating and deliver an enjoyable linger.   

How does the acidity of a beverage alter how a flavor tastes, even if the flavor usage rate stays the same?

Blake: The pH of a beverage can alter flavor perception and chemical stability. The same flavor used at a bright, acidic pH of 3.5 will taste sharp, crisp, and fresh, while the same dose at a pH of 4.2 can feel heavy, dull, or soapy.

The type of acid used in the drink can also affect the flavor. For example, malic acid is likely to synergize with orchard fruit flavors like apple or cherry because it mimics the fruit’s native chemistry. Malic acid is often a go-to in sports nutrition for its synergy with L-Citrulline to help boost muscular endurance.

Using a sharp citric or earthy phosphoric acid may shift the flavor profile. Citric acid’s sharp character often shows up in lemon or lime drinks. Phosphoric acid brings that classic tanginess you get when drinking a cola.

Although you usually find tartaric acid in the wine industry, it also has a place with grape flavors in beverages. Lactic acid is not usually part of a beverage, but you can find it in Kombucha or some RTD cocktails like a Bloody Mary.

Why can flavor perception change when a beverage brand switches from sugar to an alternative sweetener?

Blake: Traditional sugar or sucrose delivers a well-known sensory curve with an immediate onset of sweetness that fades cleanly. In our experience, sucrose provides a good foundation for top-note-heavy flavors.  Alternative high-intensity sweeteners like stevia, monk fruit, or sucralose have different temporal profiles. They may feature a delayed sweetness onset followed by a lingering sweet tail, sometimes with bitter or metallic off notes. An uneven sweetness curve can affect the timing of the flavor’s release. Flavor houses can recommend taste maskers or sweetness modulators to make the flavor experience mimic that of a traditional sweetener.

How should developers think about clear versus cloudy beverage appearance?

Blake: Clear beverages often signal refreshment, hydration, and clean energy, so you find clarity in sports drinks, hard seltzers, or enhanced water. More opaque appearances can suggest the naturalness, juice content, or indulgence found in lemonades, wellness shots, or protein drinks.

Each structure has unique formulation challenges. With clear beverages, the formula’s ingredients must be soluble, because insoluble nutrients, fats, or alternative sweeteners can cause unwanted haziness. The cloudy beverage framework should prevent separation, and developers often turn to emulsions to get results.

What causes beverage flavors that work at the bench to change during processing or shelf life?

Blake: Thermal processing stress and chemical degradation over time can affect the longer-term performance of a beverage. In the lab, samples are often kept fresh and cold. On the manufacturing line, however, beverages undergo thermal processing like Ultra-High Temperature (UHT) pasteurization or hot-filling to ensure shelf safety. Heat can flash off or affect softer, heat-sensitive top notes, such as fresh citrus or tropical fruits, leaving behind a “cooked” or chemically altered profile. If the formula includes micronutrients like trace minerals, vitamins, or botanical extracts, the ingredients can become catalysts for oxidation during storage, driving flavor drift and off-note development over shelf-life.

Because thermal processing can drive off delicate top notes, flavorists often build a flavor system with more stable base and middle notes to preserve overall flavor character after processing. We expect to see some loss in flavor intensity, so it usually good to add about 10% to usage levels set before processing. Cold-fill methods face few processing challenges, so the usage rate set at the bench is the same one that makes it to production.

When should a product developer involve a flavor supplier in the formulation process?

Blake: We recommend bringing in a flavor house early to maintain R&D timelines and prevent costly formula adjustments.

I like to think about the flavor supplier’s involvement at three points in the process.

Ideation & Briefing (Day One). Share the raw concept, target audience, nutritional goals, and regulatory constraints with your flavor house. Flavor suppliers track global sensory data, shopper trends, and regulatory changes. They can steer you away from flavor profiles that are less compatible with your functional ingredients or difficult to source under your specific certification requirements like organic or non-GMO

Base Characterization (First Prototyping Phase).  It’s helpful to provide the flavor supplier with early-stage, unflavored beverage base. The analytic team at the flavor house can evaluate your base to assess its characteristics. The results help them determine whether taste modulation will support the beverage flavor.

Scaling & Testing (Pilot Plant Phase). Testing the beverage flavors using simulated commercial processing (UHT, hot-fill, pasteurization) is essential.  Benchtop samples do not replicate the shear or heat of a commercial production line. Involving your flavor supplier at this stage helps them confirm the stability of the beverage flavors before a full production run.

Wrapping Up

The performance of beverage flavors ties closely to the formulation around it, putting flavor near the top of the formulator’s decision tree. Creating a commercially successful beverage requires a holistic approach where flavor decisions are made in tandem with base, processing, and functional-ingredient selections early in the process.

By aligning the base matrix, thermal processing limits, and sensory profiles, beverage developers can reduce delays and deliver a drink that matches their original sensory vision. Questions for our team?  Connect with us!