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Symrise (Holzminden, Germany) has launched its Be Natural* program, featuring natural flavors and consulting services aimed at assisting customers comply with EC flavoring regulations going into effect in January 2011. The consultancy seeks "to provide transparency on issues of quality assurance, sustainability and the new EC legislation."
The company's natural flavors include those for fruity, sweet, meat, vegetable, berry, savory, caramel and açaí targets. Meanwhile, its Optarom* products can be labeled as fruit powders, thus increasing the fruit content of finished products.
According to Dirk Bennwitz, senior vice president strategic business unit, sweet, “We’re also hoping that our natural flavorings will meet increasing consumer demand for natural products. The new EC flavorings regulation will make consumers more sensitive to whether a product is natural.”
*Be Natural and Optarom are trademarks of Symrise.