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The Challenge of "Natural;" Flavor and Fragrance Trends

By: Jeb Gleason-Allured
Posted: January 23, 2012, from the February 2012 issue of P&F magazine.

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  • From P&F Magazine
  • February 2012 issue, pg 18
  • 2 pages

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Consumers’ desire for natural flavors often centers on the inherent goodness of foods, said Lynn Dornblaser (Mintel International) during the fall seminar of Women in Flavor and Fragrance Commerce (WFFC) in Saddle Brook, New Jersey. Natural, beyond a focus on diminished processing, is tied to such concepts as low fat, ethical and environmental. And so, said Dornblaser, consumers will pay more money for some natural products—but not as much as they say they do. The reality is that people often say they do what they think they should be doing, not necessarily what their behavior reflects.

This is only an excerpt of the full article that appeared in P&F Magazine, but you can purchase the full-text version.

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