Speciality Food March 2026

14 SO FUNCTIONAL DRINKS ARE NOW A THING? They certainly are. But if the thought of hulking slogan- emblazoned bottles gives you the ick, don’t worry – functional drinks have moved far past the simplistic, often protein-heavy, functional drinks of yore. The universal challenges posed by modern living, and the thirst for personalised nutrition to cater for individuals’ unique lifestyles and bodies, are fuelling a desire for drinks that seamlessly blend into shoppers’ lives – providing the balance and nutrients that can be hard to come by in these oh-so-busy days. THERE’S DISTRUST APLENTY WHEN IT COMES TO HEALTH CLAIMS IN 2026. HOW ARE FINE FOOD BRANDS NAVIGATING THIS? While there is undoubtedly a raft of consumers who are taken in by the – sometimes pretty wild – health claims made by food and drink brands, fine food shoppers tend to be more discerning than most. They are used to turning over packets to check ingredients labels (and know what to look out for) and are wise enough to not be convinced by inflated claims. The latest generation of functional drinks brands are treading a careful path between providing health- boosting, natural ingredients lists with provenance and not preaching to an audience who, while keen to learn more about this relatively new territory, are put off by holier than thou attitudes. “We’ve made the clear decision to not market health claims,” says Victoria Connor of Inoumi. Instead, the brand is making a point of being a food product rather than a supplement, with its ingredients not only classified as foods but sourced within the UK and EU. “Everything we use is in its purest form, there are no extracts or FUNCTIONAL REFRESHMENT The next generation of drinks has arrived, and they’re doing a whole lot more than simply quenching customers’ thirst SPONSORED BY TRENDWATCH added sugars, because we want our customers to be easily able to add the Inoumi range into their diets.” Victoria recognises that people lead demanding lives, so creating a selection of wellness-upping products that are genuine food as opposed to pills or tinctures was key to their launch in September 2025. ISN’T ADDING FUNCTIONALITY TO ONE’S DIET A BIT OF A FAFF? Mushroom-enhanced beer brand High & Dry also recognise the challenge of asking consumers to add another layer to their diets, so are offering a straight swap; if you’re going to drink a beer, why not make it beneficial to your health as well as delicious? The brand has partnered VOTED BEST SUPPLIER OF PICKLES & CHUTNEYS 14 YEARS ON THE TROT Order yours: TRADE.TRACKLEMENTS.CO.UK Many shoppers are prioritising “sleep and mind” with regard to their health goals – this means they want to improve sleep, reduce stress/anxiety and improve their cognitive function. 50%of 18-34yo 47%of 35-54yo 40%aged55+ Levercliff Consumer Tracking Survey, Edition 17 June 2025 The global functional ingredients market size is forecasted to reach $189.27 Billion by 2035 from $119.57 Billion in2026 Business Research Insights Health boosts can come from unexpected places. Recent research has proved that 10g of wholegrain mustard – or a heaped teaspoon – eaten every day, can help to achieve a healthy blood glucose and/ or cholesterol level: 86% of participants in the study saw a significant drop in their blood glucose and/or cholesterol over a 12-week period Tracklements 31% of British shoppers are looking to increase their energy levels; the same number want to improve or maintain their fitness levels Levercliff Consumer Tracking Survey, Edition 17 June 2025 Consumers are embracing functional, alcohol-free drinks with ingredients that have added benefits, eg CBD for relaxation, L-Theanine for focus andmood enhancement, and natural caffeine alternatives for sustained energy without the crasht THE FOOD PEOPLE, BEER WINE & SPIRITS 2025 with Bristol Fungarium – a producer of 100% organic mushroom extracts – to create a low alcohol beer which over time can boost clarity and energy. “Shoppers these days want more bang for their buck and they’re being fed a lot of information about various new ingredients, so we’re offering them a simple solution: a delicious, gluten-free non-alcoholic beer which can help them optimise their budgets,” says Lou Church, founder.