Current cover

Flavor Bites: Flavor Creation in Germany

Contact Author John Wright
Fill out my online form.

Tap Into Sensory Excellence! This is just part of the article. Want the complete story, plus a host of other cutting-edge technical and business articles to make your job easier? Login or Register for free!

Throughout my career as a flavorist, I have had the privilege of experiencing diverse cultures. Sometimes a business trip offered little more than the interior of another anonymous hotel room—but often it provided a unique insight into a different way of life. With the world shrinking quickly, more and more flavorists are finding themselves in a similar situation. Working with global customers inevitably means that some projects will cross national borders, begging questions such as: Will an approach that works in New Jersey be appropriate for another country? Sometimes it will, but other times it will considerably lengthen the odds against success.

I served as creative support for the German market for many years. Germans have rather specific flavor preferences. The relative popularity of different flavors is different than one finds in the United States. In my experience, the top 10 flavors, in descending order, are: strawberry, cheese, vanilla, orange, lemon, dairy, chocolate, chicken, apple and peach. Interestingly, some of these popular global flavors have a notably different profile in Germany.

Unique Profiles

Want the rest of the story? Simply sign up to register. It’s easy. Plus, it only takes 1 minute and it’s free!

Strawberry: The profile of strawberry flavors is noticeably different in Germany from what is familiar in the United States. Pineapple notes, especially the higher esters such as ethyl hexanoate, are notably lower. Candy floss characters, such as maltol and furaneol, are accentuated, as are dried fruit notes, e.g., 2-methyl butyric acid, and green notes are a little higher than what US consumers are accustomed to. The overall taste effect is subdued and authentic.

Related Content