Oil-in-water microemulsions which can be used to incorporate lipophilic water-insoluble materials, such as beta-carotene, into food and beverage compositions are disclosed. The microemulsions utilize a ternary food grade emulsifier system which incorporates a low HLB emulsifier, a medium HLB emulsifier, and a high HLB emulsifier. The microemulsions of the present invention allow for the incorporating of water-insoluble materials in an effective and easy-to-process manner while providing formulational flexibility and without significantly affecting the taste of the underlying food or beverage product. Food and beverage products including the microemulsions are also disclosed. Finally, the method of preparing the microemulsions is described. The invention also encompasses water-in-oil microemulsions for use in incorporating water-soluble materials into food and beverage products. Finally, the invention encompasses concentrate compositions used for making those microemulsions.