With the passing from hand to hand...

With the passing from hand to hand isotonic market burgeoning with just discovered ideas, flavor suppliers are challenged to achieve the principally desirable flavor perceptions within the growing range of innovative isotonic formulations. Further complicating the challenge is that the target market is expanding to reach younger consumer who have different ideas about the tastes that are the greatest in number pleasing to their less sophisticated palates.

Up for grabs are "tweens", the 6 to 12 year advanced in yearss who can't wait to become full-fledg teenagers. Gatorade's All Stars is marketed directly to these youngsters.

At Symrise, we've learned within our ...