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Symrise Launches Consumer-First Taste for Life Platform

Posted: September 29, 2010

Symrise (Holzminden, Germany) has launched Taste for Life, its new "strategic taste platform" for food and beverage product development. The platform focuses on the development of products that bridge the gap between health and pleasure by identifying trends and consumer needs served by the food and beverage industry, identifying portfolio gaps and positioning of competition, and where line extensions may be possible.

Of the launch, Cloe Croixmarie, EAME marketing director for the flavor and nutrition division, said, “Taste for Life provides the conceptual framework for what a product should achieve. But whether the product promises health benefits or offers complete pleasure – it must always taste good.”

Heiner Schaper, president of the EAME flavor and nutrition division, added, “With Taste for Life we are introducing an authentic change in perspective of our industry. We no longer speak first about molecules or technologies, but instead have the consumer in mind. We take the consumer’s perspective into account when designing our products and ask ourselves: how can our product innovations satisfy the preference of the end consumers and how can we align our products with the requirements and brands of our corporate customers? The industry needs not only service providers but also strong and creative partners for innovation."