Symrise’s New Brand Strategy

Symrise (Holzminden, Germany) has announced its new philosophy: “Symrise – always inspiring more…” – representing the combination of science and sensory perception. In the future, Symrise wants the so-called “plus concepts” to play a major role in their product portfolio. These include products such as flavors that not only taste good but also help minimize fat, sugar and salt in foods, or fragrance compositions that use modern technologies so that they not only have an appealing smell but improve the tenacity of the perfume on the skin or mask undesirable odors in a product. Symrise will be reorienting its look and feel in the coming weeks to align with this new strategy.

Of the new strategy, Symrise CEO Gerold Linzbach said, “’Always inspiring more’ is the perfect summary of everything that Symrise stands for. It is clear that the clarity of vision captured in our new brand and business strategy will enable us to deliver more value and open more business opportunities for our customers.”

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