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Holly McHugh

marketing consultant, Imbibe

Holly McHugh is the marketing associate at Imbibe, a Chicago-based beverage development company. She focuses on the company's external communications and brand awareness. She also monitors and analyzes beverage trends to guide clients in making strategic decisions about product development. McHugh’s market insights have been published in BevNet, Beverage Industry, Natural Products Insider, Prepared Foods, and Food Ingredients First. She has a bachelor's degree from Columbia College Chicago and a master's degree from the University of Denver.

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Holly’s Recent activity

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Trends in coffee and tea product development
Nov 11, 2020
Consumers continue to demand coffee and tea beverages that deliver functional benefits formulated with a variety of flavors, sweeteners and ingredient combinations.
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Functional beverages in the spotlight
May 05, 2020
Health and wellness is a catalyst for innovation in the beverage industry, but what that term means for consumers is a moving target.
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Providing the sweet, minus the sugar
Feb 24, 2020
Aware of the effects of sugar and artificial sweeteners, consumers are demanding brands reduce sugar and replace artificial sweeteners while still offering products that are sweet and taste great.
variety of plant-based beverages
Is your plant-based beverage missing the mark?
Feb 05, 2020
There is no one-size-fits all solution when it comes to plant-based products, but finding the right balance between flavors, maskers and sweeteners will result in a better tasting product.