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by
Shea Sturdivant
Flavored
syrups are not new, although new flavors and applications are
developed continually. Here, top flavored syrup manufacturers
share their best-selling flavor and new uses to help stimulate
your sales.
What
have been your top selling flavors this year and to what do
you attribute their success?
Joe Fee, treasurer and sales manager of Fee Brothers' notes
that most flavors appropriate for coffee haven't made the top
10 list because of Fee Brothers' history in the cocktail mix
business.
"Our
top six selling flavors aimed at coffee shops have experienced
a nearly 21% growth in volume so far this year. We expect these
to continue to climb the ranks as more establishments discover
the versatility of syrups in everyday menu items," Fee continues.
As
to how trends affect the sales of flavored syrups, Entner-Stuart
Premium Syrups' Daniel Bogan, VP of marketing and sales, explains:
"Undoubtedly, some flavor trends within the specialty coffee
industry are influenced by flavor trends in the food and beverage
industry at large."
Oscar's
Syrups' Colleen Ransom sees "a definite growth in the use
of syrups in cold drinks, fruit smoothies, and blender drinks.
Using flavored syrups gives the customer several flavor choices
or blends of flavors for single serving drinks."
 Torani
Italian Syrups' French Vanilla and Sugar-Free Vanilla, both
introduced in the past year — quickly nudged their way
into the 10 top sellers' list.
"Sugar-Free
syrups are Torani's fastest growing category," says Virginia
Watkins, marketing associate. "Customers like the authentic
flavor and don't feel they're being indulgent since they contain
no calories or fat."
As
for the vanilla phenomenon, says Watkins, "we recommend
it for mochas, Italian sodas, lattes, teas, smoothies, granitas,
and steamers. Few other flavors have so much range and consumer
appeal."
Have
you seen growth in the use of flavored syrups in cold beverages?
Tracy Ging, assistant marketing manager of Da Vinci Gourmet,
thinks that the use of flavored syrups in cold beverages is
certainly a growing trend.
"Retailers
use cold beverages in order to appeal to different target markets,
to encourage beverage consumption at various times throughout
the day, and to offset seasonal breaks in hot beverage consumption,"
she says. "Granitas, smoothies, and Italian sodas continue
to be popular choices, but there is always room for new creations.
A variety of flavors add to the popularity of cold beverages
as well."
Stacey
Cline of Monin, Inc., has seen increased usage of flavored syrups
in lemonade and in signature drinks. She attributes this growth
to the fact that operators want to be able to offer an exclusive,
signature beverage.
Jean
Marc Gallerie of Routin America thinks that cold coffee consumption
will grow.
"I
believe the main reason for this is that it will attract more
younger consumers," Gallerie says. "Look at how iced tea
has now become one of the most popular and favorite drinks served
in any establishment."
Chris
Spier of Stearns and Lehman notes that there has been impressive
growth in the use of syrups in the cold beverage market.
"With
the growing popularity of fruit smoothies, iced coffee beverages,
and granitas — not to mention the demand for flavored teas,
infused teas, juices, sweet teas, and chai beverages —
the use of flavored syrups for cold and frozen beverages will
continue to grow as these drinks find their way into the global
marketplace," says Spier.
"Syrups
are now used in a variety of applications, including teas, iced
beverages, culinary creations and true signature beverages,"
says Kate LaPoint, Stirling Gourmet Flavors' marketing manager.
"In addition, they're found more in high-end restaurants
— in kitchens rather than just back-bars."
"As
the originator of the Italian soda, Torani has a lot to say
about flavored syrups in cold applications," says Torani's Watkins.
"Restaurant chains like Red Robin use Torani on their beverage
menus, offering alcoholic and 'mocktail' versions. These drinks
provide big ticket add-on, and can make a restaurant a destination
spot."
If
you had to pick one thing that compelled consumers to try flavored
syrups for the first time, what would it be?
Avery Stirratt of National Fruit Flavors points out that a display
of syrups is always important, but he also believes in the 'Beverage
of the Day' approach, which features one special item utilizing
flavored syrups.
Oscar's
Colleen Ransom recommends daily, weekly, and monthly specials,
recipe counter cards with pictures, or holiday and theme drinks.
Kate
LaPoint of Stirling thinks sampling is the way to entice customers
into requesting flavored syrups.
"Let
the customer taste for themselves," she says. "Host a seasonal
event where you 'cup' beverages or sample food items made with
syrup."
In
addition La Point says "another form of suggestive selling
includes a detailed description of what flavored beverages taste
like (e.g., Our Creamy Orange Italian Soda makes you feel as
happy as when you were a kid on a hot summer day!). Photos work
great, especially if they're well done."
Shea
Sturdivant is a past officer of the Specialty Coffee Assn. of
America, a partner in Coffee Associates, a consulting firm,
and chairperson of the Business Administration Dept. of Bauder
College in Georgia.
Reprinted
with permission from the Tea & Coffee Trade Journal, 130 W.
42nd St., Ste. 1050, New York, N Y 10036, Tel: (212) 391-2060;
Fax: (212) 827-0945; www.teaandcoffee.net.
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