Can Canadians get the world consuming tree sap?

Whereas consuming tree sap doesn’t instantly sound interesting, Canadian producers are hoping that it is going to be the subsequent must-try comfortable drink all over the world.

We’ve all heard of maple syrup, which is made by boiling down the sap of maple bushes to supply a thick, candy, golden-to-brown colored syrup that’s sometimes poured over pancakes.

What is way much less well-known is that you may drink the sap itself, which is known as maple water. Clear in color, it accommodates simply 2% pure sugars, so it’s only barely candy.

A small however rising variety of producers in Canada at the moment are promoting this maple water in bottles or cartons, after first giving it a filter and pasteurisation to kill off any microbes.

“Folks really feel like they’re consuming the wild Canadian forest,” says Yannick Leclerc of Maple3, a producer of maple water drinks, based mostly in Quebec Metropolis.

Advocates level to the actual fact it’s a pure drink, and makers hope that it might probably steal some gross sales from the present related product – coconut water. The latter is constituted of water that naturally types inside coconuts.

As Canada is way and away the world’s largest producer of maple syrup – accounting for greater than 80% of manufacturing – it’s comprehensible that the nascent maple water sector can be Canadian. Moreover, it’s centred on the province of Quebec, which makes 90% of Canada’s maple syrup.

Mr Leclerc says that Maple3 is among the pioneers of the sector. “No one [previously] thought of retaining the sap for its hydration functions verses simply boiling it into syrup.”

He based the corporate again in 2013 with enterprise companion Stéphane Nolet. In recent times an rising variety of different producers have entered {the marketplace}.

Mr Leclerc claims that Maple3 has doubled its annual income since 2021, with gross sales not simply rising throughout Canada, however in 12 different international locations, together with France, Japan, Singapore and South Korea. Some 75% of its gross sales now come from abroad, and it sells each nonetheless and glowing maple water, and fizzy variations with added pure fruit flavourings.

“It is greater than only a native product at this level,” provides Mr Leclerc.

For the maple water business as a complete, one latest report predicts huge development. It estimated that international gross sales in 2024 totalled $506m (£409m), with that anticipated to leap to $2.6bn by 2033.

By comparability, worldwide gross sales of coconut water reached $7.7bn in 2023, with that anticipated to develop to $22.9bn by 2029. So maple water has an extended approach to catch up.

In the meantime, the worldwide worth of the maple syrup market was $1.7bn final yr, in line with one examine.

Beth Czerwony, a dietician with the non-profit medical centre Cleveland Clinic in Ohio, says the rising reputation of maple water is linked to its perceived well being advantages.

“When the sap itself is filtered by way of the tree, it finally ends up absorbing a bunch of antioxidants,” she says. “So that they’re gonna find yourself having a greater efficiency and a quicker exercise restoration.”

Nevertheless, one medical examine from 2019 concluded that maple water was “was not superior in rehydration” to regular water.

Jeremy Kinsella owns The Soda Pop Bros in Windsor Ontario, which sells comfortable drinks underneath its personal model identify, in addition to imports from all over the world.

His household have been within the business for almost a century, and in his lifetime he has seen a justifiable share of traits come and go.

He says that if maple water is to go mainstream it wants the monetary backing and promotion of one of many enormous international comfortable drinks companies.

“It is going to take a bigger soda producer for it to essentially catch on,” he says.

Mr Kinsella additionally says that the worth of maple water is presently too excessive. “When it comes all the way down to it, somebody’s taking a look at a can of Coke for a buck they usually’re taking a look at a can of maple water for 3 bucks, they’ll strive it a few instances and return to Coke,” he says.

Advertising and marketing maple water extra will surely assist it enhance gross sales, says John Tomory, who helps run Pefferlaw Creek Farms in Uxbridge, Ontario. He and his brothers have been making maple syrup commercially for nearly 10 years, and for the previous 4 they’ve additionally been promoting the sap to a Canada model referred to as Sap Sucker. This makes glowing sap water with completely different added flavours, from lime to grapefruit, and lemon to orange.

Mr Tomory says he agrees with this method to make the sap extra attention-grabbing. “I do know lots of people have tried simply promoting the sap as it’s, simply fundamental sap from the tree and it is nonetheless, however they have not actually caught on,” he says.

“So I feel carbonating it and including fruit flavour makes it extra attention-grabbing. That is the true innovation.”

Again at Maple3 in Quebec, Mr Leclerc additionally thinks that the glowing model of the drink could possibly be the extra common: “It has perks {that a} regular glowing water would not have,” he says, equivalent to a extra attention-grabbing flavour, with out having all of the dangerous stuff that [regular] soda has.”