Ingredients and Marketing: Teamwork Results in New Products
Looking at the myriad colors, flavors and nutrients beverages offer, it makes one wonder how new beverages formulations could exist with so many already available. It is true that beverage companies are notorious for coming up with wild ideas, spurred by consumers and made reality by ingredient companies. However, sometimes sales and marketing come up short in their creative endeavors, and that is when ingredient companies step in with their own ideas. The relationship between sales, marketing, R&D and an ingredient company can be structured in many ways.