12 Nov 2018 --- The sports nutrition market is continually undergoing growth, necessitating flavor innovation for both product differentiation and base-protein taste masking. In an era of bountiful choice, it has never been more critical, yet challenging, to stand out on the shelf, and one way to catch a consumers eye is through novel flavor use. “Flavours of the future” in the sports nutrition market span global cuisines to tantalize future consumer taste buds with yuzu and mochi flavors, as well as US-style s’mores, cookie dough and birthday cake, according to a research project conducted by Synergy Flavours.