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Better-for-you products that taste great

Consumers on GLP-1 and broader weight wellness journeys are looking for foods and beverages that deliver more nutrition and satisfaction without sacrificing taste. As appetites and eating habits change, better-for-you products need to combine nutritional value, texture, convenience, and an enjoyable sensory experience.

Why does balance matter for GLP-1 and weight wellness?

Modern wellness culture has changed how consumers think about food. Better nutrition is now among their top three wellness concerns, alongside better health and better sleep.¹

Today, savvy consumers expect their food to do more: to help them feel great, function at their best and stay healthy.

GLP-1 medications are accelerating this shift. Since many people on a GLP-1 journey eat less, every bite needs to count. Smaller portions must be nutrient-dense, taste great and deliver a satisfying sensory experience.

At the same time, Millennial and Gen Z consumers are moving away from traditional diet culture. For decades, healthy eating was associated with sacrifice. Today, the landscape is different. It’s no longer about what products remove (less sugar, less salt) but what they add to people’s lives (more protein, more functionality, more moments of enjoyment).

The challenge for brands is to deliver better nutrition, cleaner labels and functional benefits without losing flavour, texture and sensory pleasure.

"At the end of the day, these are still the same consumers making decisions about foods and beverages they want to eat regularly. Enjoying their food is still important to them, but now nutrition most likely is playing a bigger role than it may have in the past. The products that tend to resonate most are the ones that strike the right balance between nutrition and enjoyment."
Kim Duncan, Head of Consumer Insights for North America at Givaudan

Where is better-for-you innovation happening?

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Where is better-for-you innovation happening?

In every category, consumers want to feel they’ve gained something. They don’t want to accept less pleasure in exchange for better nutrition. The strongest better-for-you products focus on what they add to people’s lives: more enjoyment, more satisfaction, and lasting appeal.

Dairy and chilled foods

High-protein yoghurts, fortified milks and spoonable formats need to bring nutritional value while keeping the creamy & refreshing textures and taste profiles consumers expect.

Functional beverages

From gut health to energy and relaxation, beverages must deliver benefits without harshness, lingering sweetness, or pharmaceutical notes. Flavour, functionality and refreshment need to work together.

Satisfying snacking

Bars, bites, and savoury snacks need to balance protein, fibre, or clean-label claims with outstanding taste and texture. A great label is a good start, but consumers won’t go back unless the experience is worth it.

Everyday comfort foods

Reformulated classics need to improve the nutrition profile while preserving the flavour memories consumers love. Better-for-you should still feel satisfying.

Givaudan expertise and solutions

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Givaudan expertise and solutions

Our capabilities combine ingredient innovation, taste and aroma expertise, sensory science and consumer understanding to help brands solve formulation challenges. These include taste, texture, sugar reduction, fibre inclusion and protein performance.

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TasteSolutions® Masking and Mouthfeel

Innovation for higher nutrient density or reformulation can lead to bitterness, chalkiness, metallic notes, lingering aftertastes and thinner textures. TasteSolutions® technologies help reduce these challenges and restore the clean taste and mouthfeel consumers expect.

TasteSolutions®
Sweetness

Achieve the flavour experience consumers love and will want to buy again. We can help you achieve the right balance of sweetness, keeping your product’s signature taste profile while reducing sugar.

OatWell™ natural
prebiotic fibre

Support gut comfort, healthy blood sugar and cholesterol, and feelings of fullness with our clinically validated prebiotic oat fibre backed by over 30 studies, helping brands add fibre and nutritional value to everyday products.

Discover OatWell™

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FlavourFinders™

Uncover flavour preferences across consumer groups and connect your target audience with the tastes they love. Through technology, ingredients and sensory expertise, we help brands create food and beverage experiences that support wellbeing and inspire loyalty.