T. Hasegawa USA debuts Hasecitrus technology to stabilise citrus flavour in beverages

U.S.A – T. Hasegawa USA has introduced Hasecitrus, a natural flavour-stabilising technology that helps beverage manufacturers deliver fresher-tasting citrus drinks with greater shelf-life consistency and improved product reliability.

The innovation is designed to combat oxidation, a common reaction caused by oxygen, pH shifts and temperature changes that can degrade the colour, aroma, flavour and overall sensory profile of citrus beverages. 

Oxidation is a persistent challenge in both liquid and dry drink applications, particularly when products face UV exposure or fluctuating distribution conditions.

Developed over two years through T. Hasegawa’s Bridge to Tokyo programme, which unites R&D expertise from Japan and the US, Hasecitrus is launching in eight liquid variants: lemon, lime, orange, blood orange, navel orange, lemon-lime, white grapefruit and pink grapefruit. 

Dry powder formats are also available on request to suit diverse processing requirements.

Unlike conventional stabilisation methods that depend on less refined citrus ingredients, Hasecitrus uses a proprietary shelf-stable formulation to preserve flavour integrity for longer, even without refrigeration or specialised packaging. 

According to T. Hasegawa, this enables beverage brands to create clean-label, preservative-free products without compromising on taste, including complex applications such as sports nutrition and energy drinks containing protein, electrolytes or botanicals.

“Hasecitrus represents the culmination of a lengthy effort to adapt our proven flavour technologies to North American manufacturing needs,” said Masashi Miyamoto, senior flavour chemist at T. Hasegawa USA. 

The new technology meets FDA guidelines for natural flavours and can be produced to meet non-GMO and Kosher certification standards. 

This makes it suitable for brands seeking to align with consumer demand for transparency, sustainability and clean ingredient labels.

“Our goal is to identify production challenges across the food and beverage industry and deliver science-driven solutions that maintain authentic, vibrant citrus profiles from formulation through to consumption,” Miyamoto added.

With more than a century of flavour expertise, T. Hasegawa has established itself as one of the world’s leading flavour houses, delivering custom solutions to food and beverage companies worldwide. 

Hasecitrus extends this legacy by offering manufacturers a versatile tool to protect product quality, reduce waste and ensure consumers experience the bright, freshly squeezed taste of citrus in every sip, every time.

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