Addressing Kids' Flavour Demands
IFF has launched its Kidazzle Flavors for Kids Beverage Collection in Europe, an extensive line of beverage flavours designed to meet kids’ unique taste preferences.
It’s hard enough for parents to know what kids will eat or drink, especially when faced with the staggering numbers of choices available at the local market. International Flavors & Fragrances Inc. (IFF) have used their unique understanding of kids to create a collection of flavours specifically for them.
IFF has launched its Kidazzle Flavors for Kids Beverage Collection in Europe, an extensive line of beverage flavours designed to meet kids’ unique taste preferences. The Kidazzle collection flavours are natural and suitable for water, soft-drink, and smoothie applications. The high-impact flavours have been successfully tested in low-sugar applications - a boon for customers looking to satisfy the more health-conscious consumer. While many of the flavours have been rigorously kid-tested and approved, real mums were consulted in conjunction with the development of the collection, as well. The line ranges from favorites like strawberry & cherry to fun options such as sour citrus and pineapple & banana.
The Kidazzle line was developed through IFF’s Eye on Kids programme, an extensive qualitative and quantitative research effort that provides the foundation for IFF’s creation of innovative kids’ flavours for use in beverage, sweet, dairy, and savoury applications. This investment in consumer research means a shortened product development cycle for IFF’s customers. In addition, IFF has created a global Youth Research Programme that will expand upon the proven success of the Eye on Kids programme by exploring new methodologies and new markets, including the growing teen market.
In addition to supplying its clientele with kid-targeted flavours, IFF publishes a newsletter, The Kidazzle Quarterly, that keeps customers apprised of the company's flavour research with kids and provides news briefs about the kids’ market and new kid-focused product introductions around the world. IFF report that customer feedback on the Kidazzle programme has been extremely positive and underscores IFF’s industry-leading role as kid experts.
