A brief drive from the Canadian border in northern Vermont reveals an intricate network of nearly 6,000 miles of small plastic tubes, which extend from 450,000 maple trees—approximately 25% of the Earth’s circumference. Each drop of sap harvested from these trees gradually flows through this system to a nearby facility, once an Ethan Allen factory, where the sought-after syrup is produced, bottled, and distributed. The Maple Guild, which cultivates syrup on 25,000 acres of sparsely populated northeast land, began distributing its maple syrup in April after five years dedicated to developing the infrastructure, perfecting production technology, and gradually increasing output. With the rising public interest in maple products, the timing of the company’s market entry is ideal.
“Maple is definitely on the rise. It’s a healthier sweetener—low glycemic, natural, organic—and people are constantly on the lookout for alternatives,” said John Campbell, the vice president of marketing and sales at The Maple Guild, in an interview with Food Dive. “We aim to present it in diverse ways, showing that it’s not merely a breakfast item anymore.” Industry insiders note that maple’s increasing popularity aligns with consumer trends toward natural, healthier ingredients, as many look to reduce their consumption of artificial sweeteners and processed sugars. There’s speculation that millennials, who are particularly conscious of their dietary choices and origins, are eager to explore new products—especially those reminiscent of their childhood favorites that they watched their parents or grandparents enjoy.
Traditionally, maple syrup is used as a topping for pancakes and waffles or in meat dishes, but it is now appearing in a multitude of other foods and beverages, often as an imitation flavor. For instance, Starbucks features a maple pecan latte, and maple-infused items such as maple water—derived from the sap of maple trees—maple vodka from Vermont Spirits, and maple whiskey from major brands like Crown Royal, Jim Beam, and Knob Creek are becoming more common. Yogurt brands like Chobani and Brown Cow have introduced maple flavors, while RXBAR, acquired for $600 million by Kellogg, has launched a maple sea salt bar. Unique products such as maple cotton candy, maple salad dressing, and even maple-smoked cheddar are also emerging.
At The Maple Guild, located in the small town of Island Pond, Vermont (population 821), the company produces traditional maple syrup alongside special blends infused with vanilla beans or cinnamon sticks, with one variety aged in Kentucky Bourbon barrels. Their product range extends beyond syrup to include cream, teas, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. The Maple Guild’s offerings can be found in major supermarkets such as Giant Eagle, H-E-B, and Whole Foods.
“Companies are on the lookout for trends, and they might be thinking, ‘Look at how pumpkin is booming this season; let’s capitalize on that with other products like maple,’” remarked Lester Wilson, a food science and human nutrition professor at Iowa State University. “Everyone is eager to market more to the millennial demographic.”
While maple’s popularity is surging, it’s primarily confined to certain categories. Nielsen data indicates that while overall sales of maple products decreased by 0.4% in the year ending September 2, 2017, sales of maple beverages rose by 25.6%, maple syrup increased by 6.9%, and processed meats with maple saw a 7.3% boost. Collectively, the top 10 maple product categories generated approximately $564.5 million for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly expanding nut butter brand that bears his name, initially introduced maple into his spreads because he enjoyed the flavor. Today, his maple almond butter, available for a decade, ranks among his best-sellers. “Maple has always been present; it was just a quiet category,” Gold noted.
Few entrepreneurs have embraced the maple trend as successfully as Kate Weiler and Jeff Rose, who launched DRINKmaple in late 2013 to market the sweet sap extracted from maple trees. The two triathletes first encountered maple water in a quaint Canadian coffee shop while preparing for an Ironman race and were intrigued by its hydrating properties. Upon returning to the U.S., where the drink was virtually unknown, they decided to start their own venture. Today, DRINKmaple is available in about 16,000 retail locations, including Whole Foods, Wegmans, CVS, and Giant. The duo has expanded their offerings beyond the original maple water to include flavors like raspberry lemon maple and grapefruit maple. “We never intended to start a business, but when we sought to buy it back home, no one was selling it,” Rose explained. “We thought, ‘Why is nobody doing this? It’s a fantastic idea.’”
Rose reported that their sales are doubling annually, though specific figures remain undisclosed. The water, which is essentially maple sap before it’s boiled down, possesses antioxidants, prebiotics, minerals, and electrolytes, while containing about half the sugar of coconut water and a much milder flavor that can appeal to even the most skeptical consumer. “Maple water doesn’t have a divisive taste like coconut water,” Rose said. “We aim to support the maple community in a less commoditized manner.”
Despite this growing interest and the introduction of innovative products, Wilson warns that maple could face significant challenges ahead. For instance, it competes with pumpkin during the fall season, a time traditionally associated with the orange squash. The pumpkin trend continues to thrive, with sales of pumpkin-flavored products reaching $414 million for the year ending July 29, marking a 6% increase from the previous year, as companies innovate with pumpkin flavors in beer, Oreo cookies, Jell-O, lattes, and even dog food.
Moreover, maple’s popularity may never reach the same heights in regions outside the Northeast, where nearly all of the estimated 4.3 million gallons of maple syrup produced in the U.S. each year originate. Additionally, like many other trends, consumer interest in maple could wane over time.
John Campbell from The Maple Guild remains optimistic about the sweetener’s enduring appeal, believing it will continue to grow. In the unlikely event that it doesn’t, he is prepared. “I don’t foresee it diminishing,” Campbell stated. “I believe maple will surpass pumpkin spice, but we do have a pumpkin spice maple just in case,” he added with a chuckle.
Incorporating products like berkley jensen calcium citrate into the mix can also align with consumer interest in healthier options, further enhancing the versatility of maple in the market.