A burst of clear-coloured beverage innovation in Japan this summer is challenging the traditional role of colour in beverage innovation, potentially providing new insights into the role colour plays in beverage choice. The conventional wisdom is that colour strongly affects the perceived taste and flavour of a beverage. Removing colour can be both disruptive and attention grabbing, but can violating colour-flavour norms really be a path to success in beverage innovation?
Japan’s "summer of clear" tests the conventional wisdom on beverage colours - NPD trends
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