Symrise Addresses Rebound of Rum with New Flavors for Various Applications

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08 Jun 2017 --- Symrise is supporting customers’ growing interest in rum-flavored beverages and food products with concepts for a vast range of traditional and novel applications. Innova Market Insights reported 549 new global products containing rum as a flavor in 2016, up from 355 in 2015, which is a CAGR of +55%. Alcoholic Beverages accounted for 67% of 2016 launches, ahead of Confectionery (13%), Bakery (8%) and Desserts & Ice Cream (5%).

Marianna Biancardi, Senior Marketing Consumer Insight Specialist with Symrise’s Marketing, Sensory and Consumer Insights Group, said: “While rum sales have been static for a number of years, they are now gaining momentum. This rebound is due to an increased interest in rum-type cocktails primarily among influential Millennials and Baby Boomers who are frequenting trendy Polynesian-inspired Tiki bars where rum-based drinks are popular. The renewed interest in Cuba and its potential for once again being a popular travel destination also supports the rebound of rum and rum-flavored products.”

Biancardi cited the Rum Tasting Festivals that are being held across the country. “The Miami Rum Renaissance Festival, the California Rum Festival and the MidWest Rum Fest are good indications of the growing popularity of this spirit which is also being used in beers and ciders.” She added that rum tasting bars are appearing at pop-ups at local food markets and special events.

Biancardi explained that formulators who want to feature rum flavors in beverages and in bakery, confectionery and dairy products can count on assistance from Symrise’s marketing and flavor development experts. “Our team of rum flavor pros has the experience and know-how to effectively use rum flavors as standalone flavors or in combination with Symrise’s extensive series of tropical fruit flavors.”  

Recent launches tracked by Innova Market Insights include Mcstevens Tiki Party Key Lime Mojito Mix, which features the claim: “Get your Hawaiian party started with Mcsteven's Tiki Drinks! Craft a delicious key lime mojito with this mix.”

Biancardi explains that formulators who want to feature rum and similar alcohol notes while limiting the amount of sprits in the final product, can find a solution in Symrise’s Typarom technology, which mimic the flavor of spirits and their maturation. 

Another of Symrise’s recent initiatives, All About Rum, has yielded significant insights into the way rum is used in Tiki drinks. She explains: “When you look at our entire process – going on field treks, talking with mixologists, conducting consumer insights and developing new flavors and concepts – it becomes clear that we are well positioned to assist customers who want to maximize the opportunities created by the Tiki trend.”

Vanessa Blume, Symrise, recently spoke with FoodIngredientsFirst at PLMA, Amsterdam, who discussed innovation in alcohol. She said: Adult tastes are driving these consumers trends in rum and in particularly the distillation process.” You can view the full video interview here

Last month, Symrise annouced their agreement to acquire Cobell Limited from the Managing Partners, in a bid to strengthen their position in the British market segment for beverages. Cobell, which was established in 1999, is the largest supplier of processed fruit and vegetable juices in Great Britain and a leading supplier across Europe. Cobell ideally complements the activities and will enhance Symrise’s local presence and customer proximity. You can read the full story here.  

by Elizabeth Green

Symrise AG

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Symrise develops, produces and sells fragrances and flavorings, cosmetic active ingredients and raw materials as well as functional ingredients and solutions that enhance the sensory properties and nutrition of various products. The company’s nearly 30,000 products are mainly produced on the basis of natural raw materials like vanilla, citrus fruits, onions, fish, meat, blossoms and plant materials. The flavors, substances, perfume oils and sensory solutions are often central functional components for its customers’ end products. These customers include manufacturers of perfumes, cosmetics and foods, the pharmaceutical industry and producers of nutritional supplements, pet food and baby food.

With sales of more than € 2.9 billion in 2016, Symrise is among the global leaders in the market for flavors and fragrances. Headquartered in Holzminden, Germany, the Group is represented in over 40 countries in Europe, Africa and the Middle East, Asia, the United States and Latin America.

Symrise works with its clients to develop new ideas and market-ready concepts for products that form an indispensable part of everyday life. Economic success and corporate responsibility are inextricably linked as part of this process.

The company’s origins go back to the year 1874. Symrise has since grown to achieve a market share of currently 11 % – making it one of the leading suppliers of flavors and fragrances on the global market. A high level of innovation and creativity, an exact knowledge of customer needs and various regional consumer preferences as well as targeted expansion into new and promising market segments contribute to our company’s above-average growth rate. Today, Symrise has about 9,000 employees working at sites in more than 40 countries, serving over 6,000 customers in roughly 160 countries.

Since October 2016, the operating activities of the Symrise Group have been broken down into three segments: Flavor, Nutrition and Scent & Care. The divisions within these segments are organized according to business units and regions.

Each segment has its own research and development, purchasing, production, quality control, marketing and sales departments. This system allows internal processes to be accelerated. Symrise aims to simplify procedures while making them customer-oriented and pragmatic. It places great value on fast and flexible decision-making.

The Flavor segment contains the Beverages, Savory and Sweet business units. Flavor’s range of products consists of approximately 13,000 items, which are sold in 145 countries. The flavorings Symrise produces are used by customers to make foods and beverages and give the various products their individual tastes. Symrise supplies individual flavorings used in end products as well as complete solutions, which, apart from the actual flavor, can contain additional functional ingredients, food coloring or microencapsulated components. The segment has sites in more than 40 countries in Europe, Asia, North America, Latin America and Africa.

The Nutrition segment markets its nearly 2,000 products in 89 countries via four business units: Food, Pet Food Aqua and Probi. They deliver natural sensory product solutions for taste, texture, color and functionality in foods, beverages, and baby food based on backward integration processes for vegetables, fruit, meat and seafood. It also supplies natural-taste and acceptance- enhancing products for pet foods and sustainable marine ingredients for aquacultures. And there are also probiotics for foods, beverages and nutritional supplements with health-promoting benefits.

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