Bitterness remains one of the biggest formulation challenges in modern food, beverage, and nutraceutical products. As manufacturers shift toward plant-based, low-sugar, and Low GI formulations, bitterness becomes harder to ignore. Traditionally, flavor maskers have been the go-to solution—but are they still the best option today?

With the rise of cyclodextrin-based technology and advanced flavor modifiers like NeverBitter™, formulators now have new tools at their disposal. So which approach actually works better for bitter reduction? Let’s compare them side by side.

What Are Traditional Maskers?

Traditional maskers typically rely on sensory compensation rather than direct bitterness control. Common approaches include:

• High sweetness levels

• Strong flavors (vanilla, chocolate, fruit)

• Salt or fat to balance bitterness

• Artificial flavor enhancers

These methods do not remove bitterness; they simply cover it up.

Limitations of Traditional Maskers

• Bitterness often reappears as a lingering aftertaste

• Strong flavors can distort the original product profile

• Increased sugar conflicts with Low GI positioning

• Artificial additives clash with clean-label trends

• Masking efficiency decreases in high-protein or plant-based products

In many cases, the product tastes acceptable at first sip—but bitterness returns quickly.

How Does Cyclodextrin Reduce Bitterness?

Cyclodextrin works differently. Instead of covering bitterness, it targets the bitter molecules themselves.

Thanks to its unique ring-shaped structure, cyclodextrin can:

• Encapsulate bitter compounds

• Prevent interaction with taste receptors

• Reduce metallic and herbal off-notes

• Improve stability and solubility

• Support controlled release of flavors

This molecular-level approach delivers more consistent and lasting bitterness reduction, especially in complex formulations.

Cyclodextrin vs Traditional Maskers: A Direct Comparison

From a functional standpoint, cyclodextrin offers a more scientific and sustainable solution.

Where Does NeverBitter™ Fit In?

While cyclodextrin handles bitterness at the molecular level, NeverBitter™ focuses on taste perception.

Developed by Ascend MegaBio, NeverBitter™ is an advanced flavor modifier and taste modifier that:

• Interferes with bitter taste receptor signaling

• Reduces delayed and lingering bitterness

• Smooths the sweetness curve

• Enhances mouthfeel without adding sugar

When used together, cyclodextrin and NeverBitter™ create a dual-layer bitterness control system—one that outperforms traditional maskers in nearly every application.

Which Applications Benefit Most from Cyclodextrin-Based Solutions?

Cyclodextrin-based bitterness control is particularly effective in:

• Plant-based foods and beverages

• Protein powders and shakes

• Nutraceuticals and dietary supplements

• Low GI and sugar-reduced products

• Functional beverages and herbal drinks

Traditional maskers may still work for simple formulations, but as complexity increases, their limitations become obvious.

Why Ascend MegaBio Leads the Shift Away from Traditional Maskers

Ascend MegaBio combines enzyme engineering, metabolic engineering, and green chemistry to create next-generation taste solutions. With a 30,000 m² production base, ISO9001 and FSSC22000 systems, and deep involvement in Low GI food standards, the company offers:

• High-performance cyclodextrin products

• Advanced bitterness control via NeverBitter™

• Clean-label, bio-based solutions

• Technical support for global food and nutraceutical brands

This integrated approach allows manufacturers to move beyond outdated masking strategies and adopt more effective, future-ready technologies.

Final Thoughts

Traditional maskers served the industry well in the past, but modern food innovation demands more. Cyclodextrin—and especially its combination with NeverBitter™—offers a smarter, cleaner, and more reliable solution for bitter reduction.

As consumer expectations rise and formulations become more complex, the question is no longer if companies should move beyond traditional maskers—but how fast they can adopt better solutions.