Herbs, spices, seeds...
Innova also noted a 54% increase in the number of global product launches using the descriptor 'extra hot' in 2015 vs 2014, and a sharp rise in new product activity in soft drinks involving spices and seeds, or herbs. It also clocked sharp increases in launches featuring the terms 'extra hot,' 'fire/flame,' 'aromatic,' 'spicy,' 'zesty,' and 'authentic.'