Symrise AG has opened its new development, application and sensory laboratories in Dubai to meet the demands of its partners as well as accommodate its growing team.
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The sub-regional center has been designed in line with the company’s four pillars of sustainability in mind; footprint, innovation, sourcing and care and is working towards achieving carbon neutral status.
The company has invested about 1 million euros into the facilities, which are designed to take customers on a journey and support the development of consumer-led concepts and taste solutions for high-growth categories, beverages, culinary, dairy, snacks and confectionery.
The premises will allow the company to support diverse working styles and is split into a variety of working and meeting areas, for Symrise Middle East’s expanding cross-functional teams to interact and collaborate in. The dedicated application and sensory laboratories will help the teams in marketing, sensory, consumer insights, regulatory, technical and commercial aspects.
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The sensory booths, where panelists taste, evaluate and describe flavors in application, features equipment and programs that help design solutions to meet customers’ expectations.
Dirk Bennwitz, president Flavor Europe, Africa & Middle East, said, “We feel very excited to embark on the next phase of our business growth through our new sub regional center. This will help us further consolidate our strong foothold in the Middle East & Africa sub region. Our investment in the new hub, our human resources and the ultramodern creation, development and application facilities will allow us to identify and decipher game-changing industry trends and deliver innovation to our customers across strategic categories and the future of food segments: functional beverages and plant protein.”
Sofiane Berrahmoune, director for the Sub-Region Middle East and Africa, and the managing director of Symrise Middle East, said, “Symrise is leading in meeting the needs of its customers, and with this strategic expansion, we will deliver even greater speed to market. Our clients, partners and visitors will benefit from enhanced infrastructure as our state-of-the-art labs and culinary show kitchen will enable customer centric on-site collaboration and co-creation. The modern lab will help us customize products to local and regional tastes with international standards. And our advanced facilities will enable us to better serve demand in the market and optimally align our business with our customers.”
Symrise AG has successfully positioned itself as the leading contributor to the evolution of the Food and Beverage industry in the Middle East. Berrahmoune added, “We could only do this by continuously investing and developing our human resources and technical capabilities. Today, we are stronger than ever, committed to co-create with our clients a profitable, strategic and sustainable growth, combining the best of nature and best of science, as well as leveraging our strong global footprint with our winning local flexibility, market and consumer understanding.”
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