ASR Group® Professional has reformulated its Dominade® Powdered Drink Mixes to eliminate all artificial colors, the company announced November 10. The updated products are available immediately for foodservice and hospitality operators and retain the same taste profile, shelf life, and preparation method as the prior formulation.
The Clean-Label Push
The reformulation responds to measurable consumer pressure. Nearly 31% of consumers say they actively avoid or limit artificial colors and dyes, according to a March 2026 Datassential report — a share significant enough to influence purchasing decisions at the operator level. The clean-label movement has accelerated across beverage categories as regulatory scrutiny of synthetic dyes has intensified and health-conscious dining expectations have filtered from fast-casual into broader foodservice channels.
"Operators are looking for products that align with evolving consumer preferences while remaining easy to make and serve," said Steve Russell, Vice President of Foodservice at ASR Group Professional. "By introducing Dominade products with no artificial colors, we're helping operators meet those expectations without adding complexity to their beverage programs."
Product Specs and Positioning
Dominade Powdered Drink Mixes are sweetened with cane sugar — consistent with ASR Group's position as the world's largest cane sugar refiner — and dissolve instantly in water. Operators can prepare beverages directly in a dispenser without pre-mixing, a feature designed to reduce back-of-house labor. Each foil pack yields two gallons of finished beverage, a format suited to high-volume foodservice and hospitality environments. The line is available in six fruit and tea flavors and carries kosher certification.
Updated packaging now includes instructions in both English and Spanish, reflecting the bilingual workforce common across foodservice and food-and-beverage manufacturing operations. The dual-language labeling positions the product for broader adoption across diverse kitchen environments, particularly in regions with large Spanish-speaking staff populations.
Operator and Market Implications
For beverage-program managers, the reformulation lowers a potential barrier to listing Dominade in venues where guests scrutinize ingredient labels or where institutional policies restrict artificial additives. School foodservice, healthcare dining, and upscale hospitality segments have been among the fastest adopters of clean-label beverage specifications, and ASR Group's move places Dominade squarely within those requirements without requiring operators to change suppliers or preparation workflows.
The announcement also reflects a broader industry pivot. As covered in F&B Industry News' reporting on clean-label beverage trends and foodservice operator cost management, suppliers that can deliver reformulated products without raising price points or complicating service execution tend to see stronger contract renewal rates. ASR Group has not indicated a price change tied to the reformulation.
ASR Group Professional's portfolio spans the Domino®, C&H®, and Florida Crystals® brands alongside Dominade, supported by four cane sugar refineries and a national distribution network.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
