Quest Launches New Natural Flavours for Beverages

23/01/07 Flavour supplier Quest, which is set to be acquired by Givaudan says it has consolidated its position as one of the leaders in natural flavours for beverages, with the launch of a new set of world-class natural flavours. The new additions to Quest's natural flavours collection are the result of extensive research into the latest consumer trends.

The new creations include:  
 
• Pomegranate
• Acaí (a fruit from Amazon palmberries)
• Blueberrry
• Watermelon
• Cranberry
 
The size of the overall market in Western Europe for natural flavours within beverages remains huge, with a potential of €150 million in non-alcoholic beverages, and €31 million in alcoholic beverages, according to Quest's estimates.
 
Quest's decision to invest in developing its natural flavours collection is a response to the fact that consumers increasingly prefer natural products. With its wide portfolio of newly-created natural flavours, the company feels it is in a particularly good position to respond to this trend.
 
Steven Alexander, Marketing Director for Beverages, explains: "The trend towards the pursuit of healthier lifestyles is one of the main drivers of the increasing preference of consumers for natural products. Natural products have a reassuring image and are seen as beneficial for health. Our proprietary isolation technologies, combined with our long-standing expertise, already make us a leader when it comes to producing natural flavours. This upgrading of our collection will, we believe, cement our position in the market."
 
Other factors behind Quest's decision to invest in upgrading its natural flavours range include the increasing importance of labelling information in affecting consumer purchase decisions.