Symrise screens onion virtual reality film

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29 Nov 2017 --- Why is the onion considered the queen of the kitchen? And why is Symrise the king of onion? These were the questions the flavors and fragrance producer was posing during the opening of Fi Europe when the company launched its new film shot with 360° virtual reality technology.

Throughout the leading trade events, Symrise is screening its virtual reality film “King of Onion 360°”.

Symrise used “Spherie”, a drone capable of capturing panoramic views, to film the content - and the result is a virtual reality film that takes the viewer on a journey, allowing them to experience first-hand how the golden vegetables are harvested and processed. 

Through this interactive journey, viewers get a behind-the-scenes look at the kitchens at Symrise as new dishes are made from the beloved local ingredient.

Symrise will present the virtual film experience, “King of Onion 360°”, during the three days of the trade show and will invite visitors on an interactive journey into the world of taste, using the motto “Best of Nature. Best of Science. Best for You.”

Sustainable onion cultivation
The onion is a fascinating vegetable. Its intensive aroma brings tears to the eyes, yet it is also a key ingredient in many savory dishes. Onions are used as basic materials or flavor carriers in 95 percent of all soups, sauces, ready-made meals and preparations of meat or fish. For 60 years, Symrise has been processing this natural ingredient for convenience products.

Yet, the supposedly ordinary vegetable is very demanding: Alternating with wheat, potatoes and turnips, the onion is only planted every seven years. To show how sustainable and regional onion cultivation works, Symrise wanted to show its customers the aerial adventure. 

Hamburg-based film production company Spice VR was commissioned and their experts sent a unique drone into the sky. With six cameras on board, “Spherie” is the world’s first drone specially designed for 360° VR filming. 

Thanks to the drone, viewers can “float” above farmer Jochen Ricke’s onion fields in Allersheim. The small village is just a stone’s throw away from the main factory in Holzminden. Ricke is one of Symrise’s close contract partners. The majority of the 8,500 tons of onions that Symrise purchases every year come from farmers within a radius of 50 kilometers. As a result, transport routes and energy costs are kept to a minimum.

Project Manager Dominik Rzepka, from the Corporate Communications department at Symrise, says the film project represented an exciting challenge.

“Producing a 360-degree virtual reality film required a whole new way of thinking, as well as meticulous preparation for the scenes. During the shooting, you have to constantly make sure that no one is in range of the special cameras besides the actors – otherwise they will be seen in the video,” he said.

“If this had happened, it could only be determined later, after reviewing all of the footage – only then could we be sure that a scene had been successful. Thanks to the experience of Spice VR and support from many motivated colleagues and partners, we are able to provide this unique insight into our industry.”

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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