Think you’ve seen everything strawberries and spinach have to offer? Think again.
As consumers grow more discerning, wellness-oriented and eager for novelty, even the most familiar fruits and vegetables are being transformed into the next generation of food and beverage experiences – bold, functional and culturally attuned.¹
From plant-powered snacks to modern twists on heritage recipes, fruits and vegetables are proving to be among the most versatile ingredients in the innovation toolbox. Unlike synthetic additives or niche superfoods, fruit and vegetables deliver a unique trifecta: natural functionality, sensory richness and broad consumer appeal.
Across Asia Pacific – a region known for both culinary experimentation and deep food traditions – producers are unlocking new value from nature’s classics. Whether it’s using beet juice to add drama to cocktails, layering raspberry into traditional sauces for a twist of tartness or harnessing spinach for clean-label colour and health halo, fruits and vegetables are doing far more than filling space – they’re driving stories, sparking trends and delivering benefits consumers actually care about.
With high-quality purees, juices and concentrates, brands can meet rising demands for wellness, sustainability, cultural relevance and surprise – while staying grounded in ingredients people know and trust. Here’s how fruit and vegetable innovation is reshaping the future of food and drink across the APAC region.
Unconventional ingredient pairings
If there’s one region leading the charge in unexpected flavour innovation, it’s APAC. A hotspot for ‘experimental and experiential’ consumption past and present, 67% of Asian consumers say they enjoy trying new and unusual flavours.² What might sound strange elsewhere (durian and cheese ice cream, anyone?) is embraced with curiosity here.
This appetite for the weird and wonderful has given rise to a wave of unconventional pairings: wasabi mango smoothies, chili-pineapple energy drinks red currant-infused desserts. As taste boundaries blur, SVZ’s portfolio of high-quality, natural fruit and vegetable ingredients allows food and beverage producers to create striking combinations that remain grounded in nature.
For example, blackcurrant juice concentrate – naturally rich in antioxidants and known for its deep, purple hue – can bring depth and colour to dairy-based drinks or wellness teas, especially when paired with botanicals or spices. Raspberry puree adds both tanginess and brightness to indulgent products like chocolate-based desserts or fruit-forward sauces, while strawberry puree can serve as a sweet counterbalance in savoury glazes or spicy chutneys.
SVZ’s vegetable purees and concentrates are equally versatile. Deep green spinach puree delivers a subtle vegetal note and bold colour perfect for clean-label beverages or ‘supergreen’ snack bars, while carrot and red beet juice concentrates can enhance both nutrition and visual impact in juice blends, confectionery or even experimental cocktails.
Plants for plants’ sake
The plant-based boom may have settled into a slower, more sustainable rhythm, but its impact continues to reshape consumer expectations. What began as a meat replacement trend has now matured into a broader celebration of fruits and vegetables in their own right.
At the same time, shoppers are increasingly seeking products that strike a balance between clean-label simplicity and functional performance. With 45% of APAC consumers citing health and nutrition as key purchase drivers, vegetables are no longer just a side dish – they’re the main event.³
SVZ’s vegetable portfolio includes powerful green options like kale and cabbage, as well as colourful staples like bell peppers and yellow carrot. These ingredients are ideal for brands looking to keep the plant-forward momentum alive in new, nutritious and flavourful ways. For example, swirling kale and kiwi juice in a green smoothie blend helps create a vibrant, low-sugar beverage that still feels indulgent.
Packed with natural colour and sweetness, red bell pepper purees make the perfect addition to elevate bakery fillings, sauces or healthy snack bars. And even when they’re providing a neutral base from which other inclusions can shine, ingredients like white bean or carrot puree are still formulation heroes behind the scenes.
In parallel, SVZ’s fruit ingredients – from classic strawberry and raspberry to bold blackcurrant – add natural sweetness, colour and nutrients without the need for added sugar or artificial flavourings. These clean-label credentials are especially appealing to consumers seeking transparency and simplicity.
With this breadth of choice, brands can position vegetables and fruits not as functional add-ons, but as flavourful, nutrient-rich star ingredients.
Traditionally modern
Food is culture, and in Asia, that culture runs deep. Across the region, traditional recipes handed down through generations are being revived, reinterpreted and reshaped for the 21st-century palate.
Young consumers in APAC are particularly keen to rediscover their culinary roots – with a twist. Millennials and Gen Z consumers across Asia are increasingly drawn to products that reimagine traditional flavours with a modern twist.⁴ Whether it’s a new take on miso broth enhanced with roasted tomato puree or a sake cocktail infused with red berry juice, there’s a hunger for innovation that honours heritage.
SVZ’s premium fruit and vegetable ingredients make it easier for manufacturers to modernise traditional recipes without compromising authenticity. Take tamarind sauces made brighter and more balanced with raspberry puree, or a spiced marinade reimagined using red beet concentrate for colour and added nutritional appeal.
In alcoholic beverages – a category that is experiencing recovery and growth in many APAC markets – SVZ’s fruit purees and concentrates help elevate regional classics.⁵ A plum wine could be modernised with a dash of blackcurrant for instance, or a traditional rice-milk drink refreshed with strawberry or lychee infusion for cross-cultural appeal. By marrying cultural relevance with contemporary formats and expectations, SVZ’s ingredients help brands tap into a powerful blend of nostalgia and novelty.
Delivering the ‘feel-good’ factor
Beauty from within is more than a trend in APAC – it’s a way of life. From Korea to Australia, consumers are actively seeking functional foods that support skin health, as well as other wellness areas such as digestion, immunity and energy. In fact, FMCG Gurus found that 62% of Asian consumers now look for food and drink products with added health benefits.⁶
Fruit and vegetables are of course rich in vitamins, minerals, antioxidants and fibre, but juices and purees are often used in too small a quantity to be classed as true functional inclusions. With their natural positioning and close associations with health and vitality, they nevertheless make for an apt addition to foods looking to deliver the ‘feel-good’ factor.
Next to functionality, convenience is also key. The popularity of juice shots, wellness teas and health snacks has surged as consumers look for grab-and-go solutions that support their daily wellness routines. Whether it’s a pre-workout energy drink infused with beetroot and blueberry, or a mango and turmeric probiotic gummy for a happy gut, SVZ’s easy-to-integrate ingredients support a world of functional formulations.
What’s more, the company’s commitment to sustainability and responsible sourcing adds another layer of appeal for conscious consumers who want to feel good about what they’re putting into their bodies – and how it was made.
The power of natural versatility
In a time when food trends move fast and consumer preferences are constantly evolving, fruits and vegetables offer something rare: the perfect blend of familiarity and flexibility. Whether you’re developing the next plant-based sensation, reviving heritage flavours or launching a beauty-boosting beverage, fruit and veg can be the cornerstone of meaningful innovation.
For brands across the APAC region, success lies in finding partners who understand this balance – and can help deliver it at scale. SVZ brings decades of expertise in fruit and vegetable ingredient solutions, combined with a forward-looking approach that embraces creativity, quality and sustainability.
From field to final formulation, SVZ supports brands in getting the most out of nature’s bounty – enabling them to surprise and delight consumers, one spoonful or sip at a time.
Find out more about SVZ’s 100% natural red fruit and vegetable ingredients.
References
- Innova Market Insights. Top Food Trends 2025 in Asia: Consumer Insights and Preferences.
- Innova Market Insights. Consumer Food Trends in Asia.
- Euromonitor International. Plant-based in Asia Pacific: What’s Next?
- RetailAsia.Over four in 10 consumers enjoy trying new tastes: report.
- GlobeNewswire. Asia-Pacific Alcoholic Drinks Market Trends and Strategies Report 2025: Beer, Cider/Perry, RTDs, Spirits, Wine.
- GlobalData. APAC consumers reluctance to forego taste for fortified benefits shapes innovation in food and drinks, says GlobalData.