Givaudan “takes flavor creation to the next level,” taps into multi-sensory experiences for citrus beverages

12 Feb 2020 --- Givaudan has launched a multi-sensorial virtual reality tool for citrus beverage applications, building on its long-term partnership with the University of California, Riverside (UCR). The flavor giant is combining sight, sound and smell, with a “truly surprising experience” which the company says will enable customers to learn about the citrus market landscape and co-create their own flavors.

“Imagine strolling through UCR’s Citrus Variety Collection, stopping to learn about unique varieties, enjoying their delicious scents and creating a new, personalized citrus flavor, all from the comfort of your own office.” That’s how the company puts it. Users of Givaudan's Virtual TasteTrek Citrus tool will be able to do just that. Created from the combination of 360° virtual reality videos and Givaudan’s proprietary Virtual Aroma Synthesizer (VAS) technology, Virtual TasteTrek Citrus is a revolutionary tool with both educational and inspirational applications. 

The experience takes users through a virtual tour of UCR’s extensive Citrus Variety Collection. With a large selection of educational content available at their fingertips, users can explore the groves while developing their expertise on various topics, such as the origins of citrus, its different varieties and sensory attributes, or the challenges faced by the citrus market. 

Beyond education, Virtual TasteTrek Citrus is also about sparking inspiration: during the experience, users can sample selected flavors, increase or decrease key notes and start co-creating their own flavors. The ability to provide the virtual grove experience while engaging the users’ olfactory senses and their own creativity makes this technology one-of-a-kind.

“Experiencing first-hand some of the unique and surprising aroma profiles the fruits have to offer helps our customers unleash their creativity,” says Dawn Streich, Global Product Manager for Citrus at Givaudan. “Commercializing on-trend beverages with increasingly shorter time-to-market is a challenge that every manufacturer must face. By combining Givaudan’s knowledge on more than 250 citrus varieties with the latest digitalization technology, Virtual TasteTrek Citrus helps create beverages that stand out on the market, in a shorter time frame.”

Virtual TasteTrek Citrus is part of Givaudan’s Flavors’ TasteTrek program which aims to discover ingredients and varietals never before used in flavor creation. Through the Virtual TasteTrek Citrus technology, users around the world will now be able to enjoy this biodiversity treasure.

The announcement comes at a time where protecting biodiversity and creating a sustainable future is a primary focus for Givaudan. Its long and ongoing partnership with UCR is one of the ways the company champions biodiversity as UCR is home to a highly valuable collection that dates back to 1910, with over 1,000 types of citrus varieties. Earlier this week, FoodIngredientsFirst reported that F&B suppliers were staying ahead of the sustainability curve. 

Last March, Givaudan donated US$3.5 million to UCR. By strengthening its partnership with UCR, one of Givaudan’s aims was to protect the biodiversity of the Citrus Collection from the impending threat of Citrus Greening Disease. This donation will cover the cost of building protective “screen houses” to enclose some of the trees and protect them from the disease.

Edited by Elizabeth Green