Today’s consumers are very knowledgeable about ingredients, and they’re looking to beverages to conveniently manage their health. Spins sales data found that 39% of beverage sales are dedicated to products that promote health and wellness. “We see a surge in the functional beverage space that’s blurring the boundaries for all beverage formats creating opportunities for innovation. And this trend is making inroads into the restaurant space,” says Jillian Hermanowicz, VP of marketing and communications at Florida Food Products (FFP).
Nearly 80% of consumers want restaurants to offer more functional beverages, and many are willing to pay more for them, according to Technomic’s Beverage Consumer Trend Report. Historically consumers managed their health and wellness by eliminating certain ingredients. In this age of information, consumers are seeking out specific ingredients to meet their targeted nutritional needs. This trend is known as Precision Wellness, identified by Innova as one of the top influencing trends in 2025.
“Consumers want to sip their way to enhanced focus, hydration, energy, immunity and digestion,” Hermanowicz says. “We’re finding more and more consumers want their beverages to deliver multiple functional benefits, a trend emerging in the industry known as benefit stacking.”
Leaning into the healthy halo of tea
In a saturated beverage market, it can be challenging for operators to know where to begin with innovation. Hermanowicz recommends starting with iced tea as it has long-time roots on restaurant menus. It is the original functional beverage known for energy and it contains other favorable ingredients like EGCG, an antioxidant, and L-theanine, a nootropic gaining popularity.
Iced tea is a classic and well-known beverage, making it the perfect platform for innovation through flavor and benefit stacking. “As tea enters this functional space, we see younger consumer adopting it as a product format and it’s making leaps in popularity and affinity,” adds Hermanowicz.
According to Beverage Industry’s State of the Industry Report, the iced tea category is not being negatively effective by inflation. New innovations and a stable price likely contributed to ice tea’s recent jump from the seventh to the third most popular beverage, according to Bev50 2024 survey.
Cold brew coffee reigns supreme
Cold brew coffee consumption increased +300% in the past seven years with no signs of slowing down according to the National Coffee Association. The increase is largely being driven by Gen Z, making it another ideal platform for innovation. “Amid all the buzz surrounding cold brew, one way to stand out beyond flavor innovation is benefit stacking,” Hermanowicz states. For example adding L-theanine and/or protein to cold brew creates a multi-functional beverage delivering beyond energy.
When caffeine is combined with L-theanine, an amino acid naturally occurring in tea, studies show it creates a synergistic effect of sustained energy and focus while reducing negative effects of caffeine such as the jitters and crash. “We are seeing growing interest in L-theanine as consumers connect with an emerging need state of ‘relaxed alertness,’” says Hermanowicz.
Signature sips—with a partner that innovates
Working with a manufacturer that understands trends and has the expertise and resources to commercialize beverages quickly in direct support of those trends is key.
Javo Beverage, an FFP company, is a one-stop-shop premium beverage innovator. They create superior sensory cold brew coffees, iced teas and a variety of functional beverages that start with fresh, clean-label extracts. It’s something they’ve been perfecting since 2001.
Innovation helps position beverages for additional purchases that meet specific needs. “New occasions open up fresh opportunities,” says Hermanowicz. “By giving beverages a renewed purpose through enhanced functionality, daily or daypart consumption can be boosted.”
To learn more about how Javo Beverage can create your next successful permanent menu item or LTO and to order a sample of our recent innovations, visit Javo Beverage.
This post is sponsored by Javo Beverage, an FFP Company