The ideation blog

Let’s explore the fascinating world of purple corn and its potential in the market. Let’s delve into why this naturally occurring corn variety is capturing attention and how it can become a refreshing addition to North American diets.

Why is this food interesting?

Purple corn, a naturally occurring variety, boasts powerful antioxidants and anti-inflammatory properties, as highlighted in a study by Lao et al. (Compr Rev Food Sci Food Saf, 2017). In ancient times, this corn transcended its role as a mere beverage and held significance in medicinal applications and ritualistic practices among South American communities.

In antiquity, this drink transcended its role as a mere beverage, assuming significance in medicinal applications and ritualistic practices among South American communities.

How is this ingredient consumed?

Peruvians have been boiling this corn variety for centuries to create the popular “chicha morada” drink. This beverage has evolved over time, incorporating fruits like apple and pineapple, along with spices such as cloves and cinnamon, creating a complex and flavorful drink. Following a typical Peruvian recipe, cooking proceedures are not straight forwar, so, after the essence has cooled down, the liquid is separated and seasoned like lemonade to enjoyed as a refreshing drink. (Check out “A Cozy Kitchen” post on Peruvian Chicha Morada for more details on the recipe).

What offer can help us visualize an innovation? Some brands have commercialized ready-to-drink chicha morada in Peru and internationally. I believe “Selva” with its glass family-size bottle is the current more exportable offer. However, a product adaptation, including reformulation to make the product more appealing to better appeal the Health and Wellness trend in developing markets.

Who else could make this drink part of their diet?

Considering the success of antioxidant-claiming beverages in the North American market, there’s a potential audience ready to explore alternatives like Selva’s Chicha Morada. The success of The Wonderful Company LLC, with its POM drink generated, according to Mergen Intellect report by FTSE Russel, US$500 million in 2020, indicates a robust market for health-conscious consumers. .

Additionally, what other aspects would you like to explore in the realm of purple corn and its journey into North American diets? Let’s continue this exciting exploration together!

What do you think about the potential market opportunity for purple corn-based beverages? I invite you to share your thoughts here.