Premium without the price tag: innovating when costs keep rising

What makes a product feel premium? A long ingredients list and a high price tag? Not necessarily. Consumers’ expectations are evolving and understanding what drives perceived value is more important than ever. Premium is becoming less about how much goes into a product and more about what it actually delivers. With consumers willing to pay more for clean-label products,[1] for example, food and beverage manufacturers can deliver premium experiences with relatively simple products – it’s all about investing in the right ingredients.

So where should the money go? Fruit and vegetable ingredients, such as red beet, tomato and mango, can help food and beverage products deliver the look, flavour and feel of premium without the price tag. From vibrant colours and rich, rounded flavours to a burst of tropical indulgence, these versatile ingredients can do more than simply fill a space on the ingredients list.

In this blog, we explore what “premium” looks like now, how manufacturers can deliver more perceived value for their investment and why fruit and vegetables could be the not-so secret ingredient that makes all the difference.

Premium doesn’t have to mean pricey

Today’s consumers are looking for products that offer something in return for their money. That might be a nutritional boost, a more exciting sensory experience or a convenient solution that makes a busy day a little easier. And with budgets under pressure, every purchase needs to earn its place. According to research, 44% of European consumers say their spending on food and drink has increased significantly over the past 12 months.[2]

For many, health equals wealth; studies show that consumers would pay on average, a 30% premium for healthier foods.[3] From beverages designed to support an active lifestyle to soups promising to boost immunity, products that connect with consumers’ health priorities can offer value beyond basic sustenance. The key is to make those benefits relevant, credible and easy to understand.

Premium should also be an experience, not just a promise on a pack. Distinctive flavours, layered textures and vibrant colours signal quality and indulgence can turn an everyday product into something worth savouring. Think velvety soups, richly coloured sauces or tropical smoothies that deliver a little taste of escapism. When a product looks inviting and delivers on flavour, it gives consumers another reason to come back for more.

Convenience is worth its weight in gold, too. When time is short, products that make life easier can feel like a luxury in their own right. Ready-to-drink beverages, convenient meal solutions and easy-to-use formats help consumers save time without cutting corners on taste, texture or enjoyment. For consumers mindful of their environmental impact, products that help reduce food waste or make better use of ingredients can offer another reason to feel good about a purchase.

Fruit and veg: the smart route to premium

If premium cues don’t have to be expensive, the next question is where to find them. Fruit and vegetable ingredients are a good place to look, because they bring tangible qualities that shoppers can see and taste. Used well, they can give a product a premium feel without relying on costly additions.

Take red beet, tomato and mango for example. Each ingredient brings something different to the table:

• Red beet: With its naturally vivid hue, red beet can help give products an eye-catching appearance. Colour is often the first thing consumers notice, making it an important tool for creating shelf appeal and setting expectations before the first bite or sip. From colourful dips and sauces to vibrant smoothies, red beet can help everyday products make a bolder first impression.
• Tomato: This familiar, savoury flavour adds richness and character to a wide range of applications. In soups, sauces and savoury snacks, it can help build a fuller flavour profile and create a satisfying eating experience.
• Mango: Sweet, fruity and unmistakably tropical, mango can bring a sense of indulgence and escapism to everyday products. It works naturally in smoothies, fruit drinks, yoghurts and desserts, helping create flavour profiles that feel vibrant and exciting. A tropical twist can make a familiar format feel like a treat, without requiring a completely new product concept.

More value, less investment

Rising production costs; consumers seeking cleaner labels; demands for new, on-trend products with added benefits – all these factors present a clear brief for manufacturers developing new products: do more with less. By using multi-purpose ingredients, like a single fruit or vegetable, manufacturers can add colour, flavour and a health association all in one go. This can mean fewer separate additions to achieve the same effect, putting less pressure on budgets and supporting simpler, cleaner and more recognisable ingredient lists that consumers desire.

Premium power

Creating premium products on a budget starts with knowing which ingredients can make the biggest difference. Fruit and vegetable ingredients offer manufacturers a practical way to build colour, flavour and sensory appeal into their products, helping them stand out without reinventing the wheel.

With the right ingredients in the mix, manufacturers can add a little extra appeal without adding extra cost too – proving that premium innovation doesn’t have to cost the earth.

Ready to get more from your ingredients? Let’s talk about how fruit and vegetable ingredients can help you create premium products that deliver more, for less. Get in touch.

[1] https://www.ingredion.com/na/en-us/be-whats-next/consumer-preference-clean-labels-healthier-choices

[2] Innova Market Insights, Retail Food Trends: European Consumer Insights in 2026.

[3] Alsubhi M, Blake M, Nguyen T, Majmudar I, Moodie M, Ananthapavan J. Consumer willingness to pay for healthier food products: A systematic review. Obes Rev. 2023 Jan;24(1):e13525. doi: 10.1111/obr.13525. Epub 2022 Nov 7. PMID: 36342169; PMCID: PMC10909406.