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Imbibe Releases Proprietary Masking Ingredient

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Healthy looking beverages

Imbibe has launched NonSensea, a line of clean label flavor masking ingredients for food and beverage applications.

Designed to meet the flavor challenges of creating better-for-you products, the NonSense technology is a natural flavor that blocks off-notes and suppresses unwanted tastes. The ingredient was specifically designed to meet the problems commonly associated with natural, non-nutritive sweeteners, proteins, vitamins, minerals and functional ingredients.

NonSense is comprised of natural flavoring materials that are FEMA GRAS-approved and is also organic compliant, non-GMO and has no regulatory limitations on usage level. Imbibe plans to launch similar flavor enhancing and modulating technologies throughout the year, all aimed at improving a product’s taste and mouthfeel.

“We’ve experienced the remarkable impact of NonSense when formulating with plant, nut and seed milks, plant and whey proteins and stevia and monk fruit,” said Aparna Oak, director of flavor innovation at Imbibe. “This is only the beginning. We plan to grow the product line and make it customizable for different applications.”

NonSense is a registered trademark.