The soft spot: classic alcohol-free flavours get a glow up

“Consumers are looking for a varied choice when selecting a soft drink, and with the category full of innovation, it’s important for outlets to stock products that help them stand out from the crowd.”

Recent launches from the business include the Tango Zero’d range, the limited-edition Tango Editions Thirst Trap, which blends peach, orange and tropical pineapple flavour, and Pepsi Max Tropical, Cherry and Lime. “Consumer appetites for bold new flavours are increasing,” says Laidler, and flavour innovation “is a priority in order to maintain engagement among Gen Z consumers and beyond.”

Variety show

Flavour variety can also help boost customer interest when planning a juice range, says Andy Lewis, marketing controller at Sunmagic Juices. “Consumers are prioritising whole fruit juice drinks, rather than ones that have been diluted or filled with unnecessary sweeteners. With range planning in mind, operators should be conscious of choosing a brand that has scalability opportunities while meeting these criteria.”

Sunmagic Juice’s range includes apple and orange juice, alongside tropical, pineapple, mango, carrot and orange, cranberry and Summer Sensation. “Operators can boast a broad range with minimal effort or rotate a few of the more specialist flavours to keep offers fresh and exciting,” adds Lewis.

The Wholesale Group, which supplies the Core juice range, cites British Soft Drinks Association figures, which show that more than 70% of soft drinks purchased are now low- or no-sugar. Richard Ellison, own brand manager, says: “Operators want products that work across breakfast, lunch, daytime refreshment and alcohol-free occasions without creating unnecessary complexity behind the scenes.”

He adds: “Orange and apple juices continue to work naturally for breakfast and all-day refreshment, while cranberry remains highly versatile within both cocktails and alcohol-free serves. That flexibility becomes commercially important when operators are trying to simplify stockholding while still offering choice.”

Shaken and soft served

While pure juice drinks appeal to customers looking for healthier options, indulgence remains an important choice for many consumers when eating out, making shakes and smoothies an important part of the soft drinks offer for many operators. 

Paul Jennings, head of food at Comelle, part of the Lakeland Dairies group, says: “Soft serve-led drinks and shakes are emerging as a smart way to elevate soft drinks and drive higher margins.” Comelle supplies a thick shake mix as a base for creating shakes with a creamy vanilla flavour, which can be customised with a range of inclusions and toppings.

Comelle’s trends report, the Soft Serve Forecast 2026, highlights the role of flavour innovation. “We’re seeing strong demand for hyper-seasonal fruits, such as peach, rhubarb and gooseberry, alongside tropical flavours such as mango and passion fruit. Sour citrus notes, including lime, grapefruit and tamarind, add refreshment and complexity, while nostalgic 90s-inspired flavours like bubblegum and tutti frutti tap into emotional connections with adult consumers.”

Flora Professional has launched a dairy-free soft serve solution that works in existing machines. Aenika Shah, head of Flora Professional UK out-of-home and foodservice, says: “As consumers continue to moderate alcohol consumption, there is still a strong desire for indulgence, with shakes emerging as a key growth area and soft serve remaining a long-standing favourite.

“Our research into the café sector shows that milkshakes and soft serve are not just menu add-ons, but a clear growth opportunity. Consumers see them as afternoon treats, family moments, standalone desserts and credible non-coffee alternatives, as well as formats with strong potential in delivery and takeaway when quality is maintained, helping operators capture incremental spend across channels.

“The key is unlocking this opportunity without adding complexity. With a true one-to-one dairy-free swap, Flora Professional allows operators to remove allergens from their operations, serve a broader range of customers and maintain taste and indulgence.”

Looking the part

The increasing preference of younger drinkers for iced versions of hot drinks also creates opportunities. Aimia Food for Professionals has recently launched a Galaxy Caramel frappe mix and also supplies powders to make chilled chocolate lattes in its Milfresh range.

Tom Youngman, UK head of sales at frozen smoothie supplier Love Struck says: “Consumers are not necessarily looking to sacrifice enjoyment. Instead, there is growing demand for drinks that balance refreshment, flavour and perceived wellbeing. This has created opportunities across smoothies, functional beverages, premium waters, juices and alcohol-free alternatives.”

Annabel Towell, commercial development manager at insights and sales activation specialist Fusion FSM, says alongside balancing moderation and indulgence, “presentation and versatility are also key. Operators are looking for products that not only taste good but look the part in a glass, helping to create a sense of inclusion for non-drinkers.

“Ultimately, the opportunity for operators is to treat soft drinks less as a functional necessity and more as a curated, experience-led category – one that delivers on quality, supports moderation trends and still drives value through premiumisation.”

Suppliers

Aimia Food for Professionals 

Carlsberg Britvic

Comelle

Flora Professional UK

Fusion FSM

Love Struck

Sunmagic Juice

The Wholesale Group