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Forward Thinking: Sweet on Vanilla

By: Amy Marks-McGee
Posted: November 16, 2012, from the November 2012 issue of P&F magazine.

Vanilla is a tried-and-true fl avor and fragrance that connotes warmth and comfort. In fl avor, it’s most commonly used in ice cream and confections. In fragrance, it crosses categories including air care, fi ne fragrance and personal care. According to reports, the current worldwide annual demand for vanilla is 2,200–2,500 tons. The United States is the world’s largest consumer of vanilla, followed by Europe, especially France. Refl ecting its mass market appeal, Beverage Industry’s 2012 New Product Development Survey stated that 44% of respondents reported that vanilla was among the top fl avors used in 2011. Vanilla led the list of forecasted bestselling fl avors for 2012, with 20% of respondents choosing the traditional option.

We All Scream for Ice Cream

Of the companies participating in the Beverage Industry survey, 92% said vanilla is the most popular fl avor among their consumers. Vanilla is a classic fl avor and continues to be the foundation for new ice cream launches. Breyers Blasts added three new varieties that highlight vanilla as a base. Breyers Golden Oreo Cookies & Cream is made with Golden Oreo cookies, sweet cream and vanilla, while Klondike Krunch features Breyers creamy vanilla with chocolate-covered rice crisps. Banana Split is formulated with vanilla, chocolate chips, strawberry swirl and banana puree. Häagen-Dazs recently introduced Raspberry & Vanilla Milk Chocolate bars and earlier in the year, it unveiled a limited edition Vanilla Bean Espresso ice cream inspired by the Italian vanilla affogato dessert with what it calls “a twist of intense espresso swirled into creamy, rich vanilla ice cream.”

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