In this bonus mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Bill Hayes, Director of R&D Applications at Vibrant Ingredients, to finally answer a question that trips up a lot of product developers: what's the actual difference between a tea extract and a tea essence?

Bill breaks it down in the most satisfying way — that irresistible aroma that hits you the second hot water meets a tea bag? That's your essence. The body, color, astringency, and mouthfeel that makes a tea beverage actually taste like tea? That's your extract. Together, they're what makes a great RTD tea tick.

Vibrant Ingredients is the world's largest private equity-owned natural ingredients provider, and they're doing a lot more than tea. The conversation covers cold brew coffee extracts, natural flavors, functional ingredients like L-theanine, EGCG, and natural caffeine — all using a pure water-based extraction process that keeps things clean and natural. Bill also shares his tips for formulators and brand founders on how to move quickly from concept to commercialization by knowing your "must haves" vs. your "nice to haves" and partnering with ingredient suppliers who actually understand your brand's mission.

If you're working on a tea, coffee, or functional beverage — or just curious how your favorite RTD gets that fresh-brewed character — this one's for you.

🔗 Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ

🔗 Connect with Bill Hayes on LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/

Listen in as they discuss:

The real difference between a tea essence and a tea extract (and why both matter)
How Vibrant Ingredients uses pure water extraction to keep things natural
What categories use tea essences and extracts (hard teas, RTDs, functional beverages, and more)
When and why alcohol or other solvents might be used instead of water
Functional add-ins: L-theanine, EGCG, natural caffeine, antioxidants
Tips for formulators: how to move fast and partner effectively with ingredient suppliers
The full scope of what Vibrant Ingredients offers — from concept to commercialization

Episode Links:

Get in touch with the Vibrant Ingredients team: https://bit.ly/4d9gWjJ

Guest: Bill Hayes, Director of R&D Applications, Vibrant Ingredients
Website: https://vibrantingredients.com/
LinkedIn: https://www.linkedin.com/in/bill-hayes-83008764/

About Startup CPG: Startup CPG is the largest community for emerging CPG brands: 35,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
Follow @startupcpg
Visit host Daniel's Linkedin
Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics