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As Ocean Spray navigates demand for ‘functional benefits’ it must also balance education, taste Successfully meeting rising demand for “functional benefits” goes beyond adding on-trend ingredients with health properties to line-extensions or new products – it also requires brands to navigate a “two-way street” with consumers to balance education and taste requirements with function, according to Ocean Spray. Through the process of launching its Atoka line of herbalist-crafted beverages with health benefits through its Lighthouse Incubator Program, Ocean Spray discovered the importance of being “committed to testing, learning and always leading with the consumer so that we listen, iterate and optimize to meet their expectations,” Dana Testa, associate brand manager at Ocean Spray, told FoodNavigator-USA. ....