Passion 24 unveiled its latest collagen functional juice for beauty, hydration, and recovery at Food Taipei Mega Shows 2026.
The Taichung-based company positions itself as a clean-label functional beverage brand, formulating fruit-based drinks without added sugar, preservatives, caffeine or artificial colours.
Its products are listed as free of added sugar, caffeine, preservatives, and artificial colours. According to the company, these clean-label attributes are intended to appeal to consumers in its target overseas markets.
“To differentiate ourselves from our competitors in the region, within Taiwan itself, there isn’t functional juice beverage like ours, especially in a ready-to-drink (RTD) can format,” said Passion 24 co-founder Roger Yang.
Yang contrasted this with Japan, where juice is often used as a flavouring rather than the beverage base.
He also emphasised the safety and credibility of the firm’s beverage formulations.
“In Taiwan the authorities are very strict about functional ingredients for food and drinks. It took about two to three years to get the right dosage. We tested on different demographics – with students, different age and genders, and follow the daily recommended dosage of these extracts,” Yang said.
Its Collagen Functional Juice is positioned as a moderate daily intake alongside other botanical ingredients rather than a high-dose collagen supplement.
“Based on our research, our body loses about 5,000mg collagen per day from daily activities. You can drink up to two cans a day (each serving contains 2,500mg collagen) to make up for the collagen loss,” explained Yang.
“I’m not competing with supplement packs which start from 5,000mg or even up to 10,000mg collagen. Because apart from collagen we have other plant extracts and we’re offering multifunctional beverages. And 2,500mg collagen is still competitive when I look at other products in the market.”
Beyond functional benefits, the firm is also focused on developing products that suit consumers’ taste and lifestyle.
Combining flavour with function
Yang noted that collagen has a strong milky flavour that can be difficult to mask, which is why fruity flavours are used to elevate the taste profile of its drinks.
The firm’s Collagen Functional Drink contains coconut juice – a natural source of electrolytes and potassium for daily hydration or post-workout replenishment.
It also contains vitamin C to work synergistically with the 2,500mg collagen dose, supporting collagen formation and absorption.
The tart cherry, grape skin, and lingonberry extracts provide flavour and antioxidant boosts, supporting exercise recovery and skin health at the same time.
Apart from targeting sports recovery and daily beauty care, the firm also taps on the increasing demand for products that support mental wellness.
Its Wake Functional Juice is positioned as a natural energy booster that supports liver health.
“The energy boost comes from plant extracts. Rhodiola – a plant that is used in many US supplements – is an antioxidant and adaptogen that helps with mental focus. It combats fatigue, stress and relieves headache,” said Yang.
He added that Wake is suitable for sports and daily social drinking as it is made from 99% apple- and passionfruit-flavoured juice.
It is also positioned as a beverage that provides hangover relief with hovenia dulcis – a Korean herbal extract known to promote liver metabolism and accelerate alcohol detoxification.
In addition, kudzu root known to suppress alcohol withdrawal symptoms, providing relief from headaches, upset stomach, dizziness, thirst, and vomiting.
Yang said the company uses its proprietary LightEnergy photon molecular activation technology, which it says improves taste and ingredient absorption.
These formulations are designed to suit the flavour profile and lifestyle needs of Southeast Asia – the firm’s first step in its expansion plans.
Expanding beyond Taiwan
For practical and cultural reasons, it is easier to engage Chinese-speaking consumers in the region, said Yang.
“People in South East Asia are also more used to the same types of flavour profiles and what they’re expecting,” he explained.
“For example in Asia – Korea and Thailand – two of the beauty industries, collagen is what people crave in these regions. We want to stay true to our roots too, we want to first be a successful Asian brand and then when we approach the EU and US market we’ll be more credible cos we’re already established in our home base.”
The firm is working to enter the Indonesian market and is open to adjusting its formulation to comply with the country’s regulatory requirements.
“For Singapore and the US – markets that we’re also interested in – there hasn’t been an issue with our formulations so far,” Yang said.
Passion 24 has started retailing in Hong Kong and Macau. Within Taiwan, its drinks are available in major stores such as convenience chains Family Mart and 7-eleven.
“We hope to enter more South East Asian markets such as Singapore and Malaysia by 2027. By 2028, we want to step outside Asia into more English speaking regions including Australia, US and the EU,” said Yang.
