As the nutraceutical market continues to grow there is a pressing need for flavors and technol. to suppress and/or cover the offnotes associated with many of these ingredients.Some methods used for making nutraceuticals more consumer friendly will be discussed.Simple taste solutions, such as, optimizing the product base are a good place to start.Many ingredients require more extensive help and this is where use of specific masking techniques must be considered.Flavor profiles that aid in the covering of offnotes will be discussed as well as technol. that can be used to block offnotes.WILD Flavors, Inc uses natural ingredients extracted from botanicals in their finished products by either flavors, flavor systems or compounds to block offnotes inherent in the product to be flavored.