The company, based in the UK, supplies the flavor technology and formulations that food and nutrition brands build into their products.
The new division seeks to strengthen I.T.S.’s work in sports nutrition, functional foods, active lifestyle, healthy aging, and wellness products, with a focus on developing natural flavors for next-generation nutrition solutions.
The company has also appointed two senior specialists: Mark Nicholson as head of performance and Paschalina Papadogkona as senior innovation specialist.
Natural flavors drive growth for I.T.S
I.T.S recently reported an annual growth of around 35% and is investing over £10 million in a new 8.2-acre manufacturing site near Hungerford. The expansion will significantly increase production capacity for liquid and powdered flavors and support future growth in health and nutrition markets.
Papadogkona told NutraIngredients there has been a clear, increased demand for natural flavor solutions as clean-label trends continue to gain momentum.
“Consumers are looking for products with recognizable, natural ingredients and fewer artificial additives, prompting manufacturers to use natural flavors that help maintain great taste while supporting a healthier brand image,” Papadogkona said.
She added that the same better-for-you attitude is driving the health and wellness division, having become one of I.T.S’ fastest-growing business areas.
I.T.S now offers flavor solutions for a wide range of health and wellness products, including protein powders, functional drinks, hydration beverages and powders, sports bars, sports drinks, vitamin mixes, collagen products, gummies and CBD applications.
Health and wellness nutrition trends driving consumer demand
Papadogkona noted several emerging consumer health priorities are driving this growth.
“One of the biggest shifts in the health and wellness nutrition sector is the growing demand for personalized, functional products that support specific health goals such as gut health, immunity, cognitive performance, energy, sleep, healthy aging, GLP-1 support, women’s health and mental wellbeing,” she said.
This demand is accelerating the development of personalized nutrition, with products becoming more closely aligned to individual health goals, lifestyles, and, increasingly, biomarker and genetic insights, Papadogkona explained.
She added that gut health remains a major innovation platform, while high-protein products continue to expand beyond sports nutrition to support satiety, active lifestyles and healthy aging.
Furthermore, consumers are increasingly looking for functional ingredients such as probiotics, prebiotics, adaptogens and nootropics in foods and beverages that address digestive health, cognitive function, stress management and immune support, she explained.
At the same time, consumers increasingly expect products to feature clean-label formulations, plant-based ingredients where appropriate, and clinically supported health claims without compromising on taste or convenience, Papadogkona noted.
Overcoming formulation challenges
In many consumer categories, taste remains the deciding factor for repeat purchase, making sensory quality just as important as functional performance, Papadogkona said. However, developing products that deliver both functionality and flavor comes with its challenges.
“Ingredients that provide functionality often negatively affect taste, texture, appearance, or stability,” she said. “Successful product development requires optimizing a balance of sensory appeal, efficacy, manufacturability, shelf life, cost and regulatory requirements.”
The key is balancing functionality and taste without compromising either, Papadogkona noted.
“Ingredients that provide health or performance benefits, such as proteins, vitamins, minerals, fiber or plant extracts, can often introduce bitterness, off-flavors, undesirable textures or stability issues,” she said.
“Product developers must carefully optimize ingredient selection, flavor masking, texture, shelf life, and processing conditions to ensure the final product delivers the intended benefits while still being enjoyable and appealing to consumers.”