Consumer preference for wellness ingredients has been shifting from traditional supplement formats, like capsules or tablets, towards foods and drinks with functional properties, which are often perceived as a more natural and less intrusive approach to health and wellness.

As a result, functional beverage launches are accelerating globally, with energy drinks, FAB, iced tea & carbonated soft drink applications all on trend for formulation with botanical ingredients. 

Beverages represent a convenient category that eases the intake of bioactive botanicals, as beverage consumption is a natural habit associated with a healthy lifestyle, social activities, relaxation, and mindful rituals. Natural sources of caffeine and hydration, like guarana, coconut water, green tea extract, and ginger, continue to lead botanical adoption, while sources of natural vitamin C and ashwagandha are driving growth.

To further explore the formulation possibilities in this category, Givaudan recently conducted a global consumer survey to gain insights into consumer needs and core purchasing motivations – including information on key botanicals and color expectations.

Amaize® Orange Red in electrolyte beverage. 

| Photo: ©Givaudan Sense Colour

Understanding consumer needs

The rise of functional and enhanced hydration beverages reflects a shift toward smart replenishment, where new natural ingredients deliver wellness, without compromising on taste or transparency.

“We conducted this research to better understand the evolving expectations consumers have for functional beverages and to identify the emotional and wellness drivers shaping purchasing decisions,” says Marion Veyrines, Global Marketing Manager for Protein & Initiatives at Givaudan. “These proprietary insights help brands create more targeted and meaningful beverage experiences.”

“Through this research we have identified seven ‘need states’, or reasons why people are consuming functional beverages,” Veyrines continues. “Motivations range from a desire to increase immunity or gut health, increase hydration or replenish energy, all the way to indulgence, and relaxation.”

Whether it’s a sparkling water, vitamin-enriched juice, or increasingly preferred instant tablets and dry mixes, the message is clear: beverage choices now come with a functional boost, highlighting clean energy, mental health, gut health & immunity, and health & beauty. 

Targeted health is becoming increasingly important as individuals seek specific benefits from their beverages. For instance, Gen Z often focuses on Mental Health, while Boomers prioritize Healthy Aging. 

Natural Ingredients, Natural Colors

Givaudan’s research also examined the associations between each need state and key botanical or functional ingredients as well as beverage colors. These considerations are important for functional beverage formulation because they can have a significant impact on stability, which can make or break consumer interest in a product. 

“Colors can interact with functional ingredients in a formulation,” Catalina Ospina, Technical Marketing Specialist with Givaudan Sense Colour. ‘Ingredients like lemon balm, as well as green and black tea, which are associated with relaxation, have polyphenols that can cause certain natural colors to precipitate or shift their shade, for example. So, it’s important to balance consumer expectations for certain need states with what is actually feasible in ready to drink options.” 

“Because of these interactions, there are some advantages to formulating dry mix beverages in powder and tablet formats,” Ospina continues. “Through these applications, we can minimize or eliminate the long-term interaction and ensure a reliable visual presentation for a consistent consumer sensory experience.”

Beyond Color

Natural colors also play a synergistic role in the perception of wellness and functionality, through the now increasing awareness of a certain “healthy halo”. 

“Consumers associate sources of color like fruit and vegetable juices, or pigments extracted from plants with wholesomeness, naturality, green manufacturing practices, as well as functional attributes, even if the rates of use don’t warrant any biological effect.” Says Ospina. “Labels like anthocyanins, grape skin extract, curcumin, carotenes, and chlorophylls, are familiar to health-conscious consumers and can spark positive associations that complement the functionality promise.”

“Colors are also important for flavor matching and eliciting emotional associations and need states. For instance, green can symbolize tranquility and vitality, pairing perfectly with lemon balm’s fresh green shade and association with relaxation and calm optimism,” she concludes. 

To Sum It Up

Understanding the when, why, and how behind consumers’ desire for functional beverage consumption can help brands make more informed choices around botanicals, flavors, and colors that support successful product launches.  Taking a holistic formulation approach, where color, flavor and botanicals are developed together, can also help optimize stability, sensory appeal and overall product performance.

Consumers are looking for the next innovative and authentic health and wellness experiences. For beverage developers, natural solutions that provide great taste and sensory performance will be key to creating benefit-led beverages that consumers trust and love.

MANHATTAN, KAN. — Kansas State University on Sept. 18 celebrated the opening of the Western Star Global Grain and Food Center with a ribbon-cutting celebration that university and government officials called one of the most important days in the university and the state’s history. The ribbon cutting comes a little more than two years after groundbreaking on the facility was held.

“Today, we open much more than a building,” said Dan Moser, Eldon Gideon dean of the College of Agriculture at KSU. “We open doors to new opportunities, innovations and a brighter future.”

The 178,000-square-foot, three-story Western Global Grain and Food Center is the largest agricultural construction project in KSU’s history, a $130 million investment designed to create room for researchers, students and industry partners to work side by side. It is also the final piece of KSU’s $216 million Agriculture Innovation Initiative.

The facility includes specialized teaching and research laboratories, pilot-scale processing spaces, flexible interdisciplinary research areas, a 236-seat lecture hall and designated collaboration spaces. It also connects Call Hall and Weber Hall, which serve other areas of the College of Agriculture, by enclosed walkways.

“This new facility is truly unique in its partnership impact and purpose,” Moser said. “Within these walls, the bakery science students will develop the products and technology that feed a growing population. Milling science students will learn to transform Kansas grain into value-added products that nourish communities and provide economic value to the state of Kansas. Feed and pet food science students will advance animal nutrition and support industries that are essential to animal agriculture and companion animal health. Food science students will work to improve food quality, safety and innovation, while helping address some of the most pressing challenges in our global food system.”

Ernie Minton, interim associate vice president for extension and engagement, said the day is not one that KSU will forget.

“Today, we cut the ribbon on the Western Star Global Grain and Food Center, a building that does not simply add square footage to our campus,” Minton said. “It fundamentally changes what is possible in grain science, animal science, food innovation and the future of agriculture.”

He said there is “no other facility like this anywhere.”

“The Western Star Global Grain and Food Center brings together disciplines that deserve to share a roof,” he said. “Milling, baking and food science, alongside animal feed and pet food science. The connection physically to Weber and Call halls. So this complex spans both livestock and grain derived value-added foods. A combination found nowhere else in the world.”

The complex includes the Lallemand baking teaching laboratory.

| Source: Sosland Publishing Co.

Minton said the global demand for livestock and grain-based products has never been greater or more sophisticated, and with the opening of the new facility KSU is ready to meet that demand.

“We’ve always had world-class strength in grain and animal sciences and deep ties to the agricultural heartland that feeds this nation,” he said. “What was missing was not square footage. What was missing was the connection. This building complex is that connection.”

In addition to university and government officials, guests heard from Chase Nagel, a senior in bakery science and management and milling science and management. Nagel is president of the Bakery Science Club, involved with the flour sales team in the Milling Science Club, and has gained industry experience through internships with Grain Craft and Miller Milling. She currently works in the Grain Craft innovation and quality laboratory.

“As students, we learn best when we can take what we learn in the classrooms and apply it into real world situations,” Nagel said. “For our labs, pilot plant and hands-on exercises, we develop skills that prepare us for careers in the grain and food science industries. The Western Star will take those opportunities even further. It will give students a place to collaborate, work with new technologies, and solve problems, and learn alongside faculty and industry professionals.

“As a student studying both bakery and milling science, I learned how connected the different areas of the grain and food industry really are. Farmers, millers, bakers, food scientists, engineers and business professionals all play an important role in bringing food from the field to the consumer. Having a facility that brings these areas together creates even more opportunities for students like myself to understand those connections. For students, this building is more than just a new classroom or laboratory. It is a place where we can gain experience, build relationships, and try new things. and figure out where we want our careers to take us.”

Following the ribbon cutting, guests took part in demonstrations and conversations with students and faculty. The complex includes the Ardent Mills milling teaching laboratory, the Lallemand baking teaching laboratory and the Jim and Lauran Johnson wet processing pilot plant. 

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For parents, A-Level results day is often the culmination of a long and emotionally demanding journey. For students, it is frequently presented as a defining moment that determines the direction of their future.

Yet once the celebrations fade and university places are confirmed, a more important question begins to emerge. What exactly made those results possible in the first place?

The answer is rarely found in a spreadsheet or league table. It is often hidden within the countless conversations, moments of encouragement and relationships that shape a young person’s confidence long before they sit their final examinations. While grades remain the most visible measure of educational success, they are often the final chapter of a much larger story.

Few educators understand this dynamic better than Yasmin Sarwar. Across a career spanning more than two decades, she has become one of the most respected figures in British and international education, leading institutions that reached the top of the national A-Level league tables while helping thousands of students gain places at some of the world’s most competitive universities. Under her leadership, Cardiff Sixth Form College and Oxford International College both achieved national recognition for exceptional academic outcomes, with more than 2,000 students progressing to institutions including Oxford, Cambridge, Imperial College London, LSE and UCL.

Impressive as those numbers are, they tell only part of the story. Speak to parents and students who have worked with Sarwar and a different picture emerges. Rather than focusing solely on results, many talk about confidence, resilience, clarity and personal growth. Their reflections suggest that the most valuable outcomes of education are often the least visible.

This became particularly apparent through feedback gathered following a series of university guidance sessions and educational programmes delivered to students in Asia. While the students came from different backgrounds and were pursuing different ambitions, a common theme ran through their responses. They did not simply describe receiving admissions advice. They described feeling understood, encouraged and inspired to think differently about their futures.

One student from St Paul’s Convent School thanked Sarwar for being “so inspiring and encouraging us to stay resilient”, adding that she hoped they would meet again in the future. Another spoke of how a university admissions session had helped her better understand interviews and application strategies, particularly for competitive degree programmes. Rather than focusing on technical admissions guidance alone, she highlighted the confidence she had gained from the experience.

These comments may appear small in isolation, but collectively they point towards something significant. At a time when education is increasingly measured through data and outcomes, students themselves often place greatest value on mentorship.

The distinction matters because the modern admissions landscape has become extraordinarily competitive. Achieving excellent grades is no longer enough to guarantee success at the most selective universities. Students are expected to demonstrate intellectual curiosity, wider engagement with their subject, leadership potential and a clear sense of purpose. They must perform strongly in interviews, articulate complex ideas and often compete against equally talented applicants from around the world.

In this environment, academic knowledge alone is rarely sufficient.

Sarwar has long argued that students need more than admissions coaching. They need personalised guidance that helps them understand who they are, what genuinely interests them and how to communicate that effectively. Her educational approach centres on building pathways around individual strengths rather than forcing students into a standardised model of success. According to her philosophy, the goal is not simply securing an offer letter but helping students discover what they are capable of achieving.

That philosophy is reflected in some of the more detailed feedback received from students. One particularly thoughtful message came from a student preparing for A2 examinations who found herself caught between two very different futures. She was considering medicine because of her desire to help people and her fascination with science, yet she had also developed a growing passion for linguistics. Complicating matters further were family expectations and concerns about future career prospects.

The student was not asking for help with grades. She was seeking guidance on identity, ambition and decision-making. Like many young people approaching university age, she was attempting to balance personal interests with external pressures and practical considerations. Her message revealed a level of trust that goes far beyond the conventional student-teacher relationship.

Stories such as these help explain why parents often value mentorship as highly as academic outcomes. While examination success remains important, parents increasingly recognise that the world their children are entering is changing rapidly. Careers are becoming less predictable. Technological disruption is reshaping industries. Employers are placing greater emphasis on adaptability, communication and critical thinking.

As a result, families are looking for educational guidance that prepares students not only for university but also for life beyond it.

This broader understanding of success has become increasingly important in the aftermath of the pandemic and during a period when student wellbeing has become a central concern for schools and universities alike. High-achieving students frequently face significant pressure, balancing academic expectations with extracurricular commitments, university applications and uncertainty about the future.

For many parents, therefore, the most reassuring sign is not necessarily a perfect set of grades. It is seeing their child become more confident, resilient and self-assured.

That theme appears repeatedly throughout the feedback associated with Sarwar’s programmes. Students refer to encouragement, motivation and belief. Teachers attending the same sessions have expressed similar sentiments, describing the guidance as valuable not only for pupils but also for educators themselves. One teacher thanked Sarwar for inspiring both students and staff, adding that the advice shared during the programme would be passed on to many more young people in the future.

The significance of such feedback becomes clearer when viewed against Sarwar’s wider career. Throughout her years leading high-performing institutions, she consistently advocated a model that combined academic excellence with personal development. At Oxford International College, she introduced the Strategic Global Pathways framework, designed to integrate academic achievement, career preparation and personal growth rather than treating them as separate priorities. The underlying principle was simple: students achieve more when they understand the purpose behind their efforts.

This perspective challenges a common misconception about elite education. High-performing schools are often portrayed as environments focused exclusively on grades, university admissions and competition. While strong outcomes remain essential, the most successful institutions frequently invest just as heavily in culture, mentorship and student support. Academic achievement tends to be a consequence of these factors rather than a replacement for them.

Parents understand this intuitively. When they reflect on the educators who had the greatest impact on their children, they rarely talk first about examination techniques or admissions statistics. Instead, they describe teachers and mentors who recognised potential before the student recognised it themselves. They remember individuals who provided reassurance during moments of uncertainty and encouragement during periods of self-doubt.

Those are qualities that do not appear in league tables, but they often determine whether a student thrives.

In many ways, the testimonials received following Sarwar’s recent work serve as a reminder of what education is ultimately about. Results matter. University offers matter. Future careers matter. Yet behind every successful application or outstanding grade is a young person navigating challenges, questions and aspirations that extend far beyond the classroom.

The most effective educators never lose sight of that reality. They understand that academic success and personal development are not competing priorities but interconnected ones. Students who believe in themselves tend to perform better. Students who feel supported are more willing to take intellectual risks. Students who understand their own motivations are more likely to sustain success over the long term.

That is why the most meaningful feedback often arrives after results day has passed. Long after certificates have been framed and university places accepted, students remember the people who helped them find confidence, direction and purpose.

For Yasmin Sarwar, whose career has been defined by helping ambitious young people realise their potential, those messages may represent the most important result of all. Academic success opens doors, but confidence, resilience and self-belief are what enable students to walk through them.

More customers usually means more conversations, but volume is only part of the problem. Support requests may need to move between departments, customer information may live in different systems, and managers need better visibility into response times and recurring issues.

Customer service software can bring these processes together. Here are 10 platforms businesses can consider as their support operation grows.

1. Hiver

Hiver is built for customer service teams that need to manage complex requests across multiple channels and departments.

Rather than treating support as a series of isolated tickets, Hiver brings conversations, teams, and connected business tools into one workspace. Support teams can assign owners, prioritize requests, collaborate with colleagues, and maintain context when an issue moves between departments.

Its AI capabilities are also designed for more than simple FAQ automation. AI Agents can investigate requests, follow defined procedures, and take actions across connected systems. AI Copilot can support human agents by finding information, reviewing similar tickets, suggesting next steps, and drafting replies.

That combination makes Hiver an option for growing teams that need customer service software to support both human agents and increasingly automated workflows.

2. Help Scout

Help Scout is a popular option for businesses that want customer support software without an overly complicated implementation.

Its shared inbox gives teams a centralized place to manage customer conversations, while additional tools support knowledge bases, reporting, and customer information.

It can be a practical fit for growing teams that want to introduce more structure to support without building an especially complex service operation.

3. Zoho Desk

Zoho Desk can be particularly useful for companies already using products within the Zoho ecosystem.

It provides core help desk features such as ticket management, automation, reporting, and multichannel support. Connections with other Zoho applications can also help businesses bring customer service closer to sales, marketing, and other operational processes.

4. Gorgias

Gorgias is particularly focused on ecommerce customer service. Its platform allows online businesses to bring customer conversations into a centralized support environment.

For ecommerce teams, integrations with store and customer data can help agents access relevant information while handling questions about orders, products, and customers.

5. LiveAgent

LiveAgent provides a broad range of customer service features, including ticketing, live chat, call center functionality, and other communication channels.

This makes it worth considering for businesses that are moving beyond email-based support and want to bring multiple customer contact points into one platform.

6. HappyFox

HappyFox provides help desk functionality for businesses looking to organize and automate their support operations.

Features such as ticket management, workflows, reporting, and knowledge management can help growing teams establish consistent processes as customer volume increases.

7. Kustomer

Kustomer is designed around customer-centric service. Instead of focusing exclusively on individual tickets, it gives agents a broader view of customer interactions.

This approach can be helpful for businesses where the quality of support depends on understanding the customer’s previous conversations and history.

8. Missive

Missive combines shared inboxes with team collaboration. This can make it useful for growing teams where customer conversations frequently require input from multiple people.

Rather than moving every internal discussion into a separate application, teams can collaborate around customer conversations within the same environment.

9. Freshservice

Freshservice is designed primarily around IT service management, but its service-oriented workflows can be relevant for organizations that need structured request management across internal teams.

Its focus on workflows, automation, knowledge management, and service processes can help organizations formalize operations as they become more complex.

10. Intercom Alternatives

Businesses looking for customer service software have a wide range of platforms beyond the most established names in the market.

Depending on the support model, alternatives can include dedicated help desks, shared inbox platforms, ecommerce support tools, and AI-focused customer service platforms. The important factor is matching the platform to the complexity of the team’s actual workflow rather than selecting software based solely on brand recognition.

What should growing businesses look for?

Growth changes what a support team needs from its software.

A tool that works for five agents may become difficult to manage when the team has several departments, multiple channels, and hundreds or thousands of customer interactions.

Look for software that offers:

Centralized conversations

Customer requests should be easy to find and manage regardless of where they originate.

Clear ownership

Every request should have a clear owner, status, and priority so customers do not get lost between teams.

Cross-team collaboration

Support often involves departments outside customer service. The software should make it easy to involve the right people without losing the original context.

Automation

Routing, notifications, repetitive updates, and other manual tasks can consume significant amounts of agent time as volume increases.

Useful AI

AI can help with more than answering basic questions. Consider whether it can assist agents with research, drafting, classification, workflows, and more complex requests.

Analytics

Growing teams need to understand more than how many tickets they closed. Reporting should help managers identify recurring problems, bottlenecks, response trends, and opportunities to improve service.

The right customer service platform should give a growing business more control over its support operation without adding unnecessary complexity.

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Analyst’s Disclosure: I/we have a beneficial long position in the shares of IBIT either through stock ownership, options, or other derivatives. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

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